Universitat Internacional de Catalunya
Communication of R+D+I
Other languages of instruction: Catalan, English,
Teaching staff
Questions will be resolved before or after class. Any questions from online students will be answered by videoconference.
Introduction
In this module, R&D+i communication concepts focusing on biomedical issues will be addressed. The R&D+i communication can be developed at multiple levels, from the publication of content in specialised magazines to the broadcasting advertising messages and communicating scientific content to society. Each of these is subject to rules, which are often unwritten, and ethical guidelines that must also be taken into account.
Pre-course requirements
The Entrepreneurship and Innovation module.
Objectives
- To understand the basic concepts for the communication of R&D+i.
- To understand the multiple channels that publish R&D+i.
- To understand the ethical aspects of biomedical communication.
- To understand the connection points between communication and marketing.
Competences/Learning outcomes of the degree programme
- CB01 - Students must demonstrate that they have and understand knowledge in an area of study that is based on general secondary education, and it tends to be found at a level that, although it is based on advanced textbooks, also includes some aspects that involve knowledge from the cutting-edge of their field of study.
- CB03 - Students must have the ability to bring together and interpret significant data (normally within their area of study) to issue judgements that include a reflection on significant issues of a social, scientific and ethical nature.
- CB04 - That students can transmit information, ideas, problems and solutions to specialist and non-specialist audiences.
- CB05 - That students have developed the necessary learning skills to undertake subsequent studies with a high degree of autonomy.
- CE19 - To be aware of the principles of biomedical science related to health and learn how to work in any field of Biomedical Sciences (biomedical companies, bioinformatics laboratories, research laboratories, clinical analysis companies, etc.).
- CG07 - To incorporate basic concepts related to the field of biomedicine both at a theoretical and an experimental level.
- CG10 - To design, write up and execute projects connected to the field of Biomedical Sciences.
- CG11 - To be aware of basic concepts from different fields connected to biomedical sciences.
- CT01 - To develop the organisational and planning skills that are suitable in each moment.
- CT02 - To develop the ability to resolve problems.
- CT03 - To develop analytical and summarising skills.
- CT04 - To interpret experimental results and identify consistent and inconsistent elements.
- CT05 - To use the internet as a means of communication and a source of information.
- CT06 - To know how to communicate, give presentations and write up scientific reports.
- CT07 - To be capable of working in a team.
- CT08 - To reason and evaluate situations and results from a critical and constructive point of view.
- CT09 - To have the ability to develop interpersonal skills.
- CT10 - To be capable of autonomous learning.
- CT11 - To apply theoretical knowledge to practice.
- CT12 - To apply scientific method.
- CT13 - To be aware of the general and specific aspects related to the field of nutrition and ageing.
- CT14 - To respect the fundamental rights of equality between men and women, and the promotion of human rights and the values that are specific to a culture of peace and democratic values.
Learning outcomes of the subject
At the end of the course, the student:
• Knows the various communication strategies that can be implemented from a company intensive in R + D + i.
• Knows how to develop communication plans.
• Knows how to make crisis plans.
• Knows how to develop a good scientific communication strategy, including specialized publication and scientific dissemination and dissemination.
• Knows how a communication plan is related to a marketing plan.
Syllabus
1) INTRODUCTION: WHAT IS SCIENTIFIC COMMUNICATION?
- Brief history of scientific communication
- The importance of scientific communication and SciComm aspects:
- Scientific publication
- Dissemination
- Outreach/science education
- Basic communication concepts (audience, channel, sender, receiver, etc.)
2) DISSEMINATION OF SCIENTIFIC KNOWLEDGE
- Scientific publication system
- The anatomy of a scientific article (CASE STUDY)
- Scientific misconduct (CASE STUDY)
- Conferences/symposiums
- Open Science
- COURSEWORK EXERCISE 1: Reading, translating and communicating a scientific article (team work)
3) DISSEMINATION OF SCIENTIFIC RESULTS
- Press releases/press conferences/television
- COURSEWORK EXERCISE 2: Writing a press release (individual work)
- Press articles: Scientific journalism (CASE STUDY)
- Storytelling
- Audiovisual media: Videos/YouTube/Podcasts
- Brochures/infographics/scientific illustration (CASE STUDY)
- Social media (community management)
4) DISCLOSURE OF SCIENCE TO SOCIETY
- Tradicional formats: Workshops / webinars / talks
- Gamification: games
- Innovative formats
- How to tackle pseudoscience
- Citizen science projects
5) COMMUNICATION AND MARKETING AT A R&D+i COMPANY
- Characteristics of the pharmaceutical market
- Marketing plan (CASE STUDY)
- Corporate communication: Communication plan (CASE STUDY)
- Crisis communication plan
- Advertising in the pharmaceutical industry
- COURSEWORK EXERCISE 3: Elaboration of promotional materials for a drug (teamwork)
6) PHARMACEUTICAL AND CLINICAL COMMUNICATION
- Regulation of communication in the pharmaceutical industry
- Ethics in biomedical communication (CASE STUDY)
Teaching and learning activities
In person
- Lectures: 50-minute presentation of a theoretical topic by the teacher.
- Coursework exercises:
- Three coursework exercises will be carried out in groups of three or four people:
a. Interpretation and presentation of a scientific article.
b. Elaboration of promotional materials for a new drug.
- Individually:
a. Drafting a press release on a current biomedical paper.
Case studies and case methods (CM): Approach to a real or imaginary situation. Students work on questions in small groups or in active interaction with the lecturer and the answers are discussed. The lecturer intervenes actively and, if necessary, contributes new knowledge.
Online education (OE): Online material that the student can consult from the computer, at any time, and that will contribute to independent learning for the concepts on the module.
Evaluation systems and criteria
In person
1) First application:
- Class participation and behaviour (continuous assessment): 40%
- Press release: 10%
- Elaboration of promotional materials for a new drug: 20%
- Interpretation and presentation of a scientific article: 30%
The projects must receive a minimum of 5/10 to get a final grade.
2) Second application: the continuous assessment mark will be maintained.
The projects may only receive a maximum grade of 8/10 in second applications.
General aspect to bear in mind about the evaluation system:
- Attendance to case study sessions is mandatory.
- Attendance at theoretical classes is not mandatory; however, active participation will be favorably considered in the continuous assessment.
- Participation in class means sharing interesting ideas or asking relevant questions that enhance the session, whether it is a lecture or a case study discussion. If you happen to arrive late, please enter quietly without disrupting the class.
Bibliography and resources
• What is the scientific communication? Judith Licea and Miguel Arenas. Xlibris, 2016
• Visual culture and scientific knowledge. Transmedia communication of science. Francisco J. López Cantos. UOC, 2017.
• Why is health communication important? Advances and research. Aranzadi. 2019.
• How to disseminate science through social networks. Javi Polinario. CreateSpace Independent Publishing Platform, 2016.
• The brain thief. Pere Estupinyà. Debolsillo, 2021.
• Championing science. Communicating your ideas to decision makers. Roger D. Aines and Amy. L. Aines. University of California Press, 2019.
• Everything you need to know about Pharmaceutical Marketing. Juan Carlos Serra. Profit Editorial, 2010. http://www.libromarketingfarmaceutico.com/index.html
• Code of Good Practices for the Pharmaceutical Industry, 2021. www.codigofarmaindustria.org/servlet/sarfi/codigo/codigo.html