Checking date: 08/07/2020

Course: 2020/2021

Communication and Advertising
Study: Master in Marketing (269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

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 objectives: ¿ Understand the communication process. ¿ Make you knowledgeable about the important issues in planning and evaluating integrated marketing communications.
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
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
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 and the academic weekly planning may change due academic events or other reasons.