Checking date: 22/03/2023

Course: 2023/2024

Communication and Advertising
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG4: Fluid oral and written communication skills in the language(s) used throughout the training process. Specific skills: *CE11: Analysis, evaluation and decision making on communication (to know advertising tools and its legal framework, campaign management, online communication management, public relations and corporate communication management, management of sales promotions, control and measuring response of market, and choice budget of communication) LEARNING OUTCOMES The student identifies the objectives of the communication function in company decisions. The student lists the main communication instruments to define the operational strategy of the company in the market. The student applies the knowledge of advertising to the different strategies of the company.
Skills and learning outcomes
Description of contents: programme
-Introduction: Forms and processes of advertising communication. Conventional media (press, radio, outdoor advertising, cinema and television) and new media (Internet, video games, mobile,..). The agents in advertising industry: advertising agency. -Advertising planning: The design of advertising message and a campaign. Objectives and message, Media planning, Media Budgeting. Assessment of the results of a campaign thorough advertising research. -Alternatives to Mass Advertising: Sponsorship, Public relations, Direct Marketing. -Integrated Communication.
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 126 126 100 AF6 174 0 0 AF7 150 0 0 TOTAL SUBJECT 450 126 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Calendar of Continuous assessment

Basic Bibliography
  • Aaker, David A., Rajeev Batra, and John G. Myers. Advertising Management. Englewood Cliffs, NJ: Prentice-Hall.. 1992
  • Douglas Davis. Creative Strategy and the Business of Design. HOW Books . 2016
  • Sandra Moriarty, Nancy D Mitchell, William D Wells. Advertising & IMC: Principles and Practice Global Edition, 10/E. Pearson Higher Education. 2015
  • Sandra Moriarty, Nancy D Mitchell, William D Wells. Advertising & IMC: Principles and Practice, Global Edition, 10/E. Pearson Higher Education. 2015
  • William Wells, John Burnett, and Sandra Moriarty. Advertising: Principles and Practice, Sixth Edition,. Prentice Hall. 2003

The course syllabus may change due academic events or other reasons.