Universitat Internacional de Catalunya
Business Advertising
Other languages of instruction: Catalan, English,
Teaching staff
Introduction
Nowadays, especially in the world of communication, it is essential to understand market supply and demand in a deeper way. As a result of this understanding there is a necesity for a commercial relationship between people, businesses and institutions; this relationship focuses a great deal of effort on advertising and it is essential to acquire basic knowledge to succeed in this area of communication.
Objectives
• Introduce students to basic concepts of advertising professions and those, which affect all communication areas.
• Discover companies in relation to the advertising world.
• Acquire sufficient knowledge to evaluate and/or create everything behind an advertising company.
Competences/Learning outcomes of the degree programme
- 25 - To understand the commercial function of a company and its objectives.
- 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
- 27 - To be able to read and understand literature on economic and business issues.
- 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
- 29 - To know what an information system is and its typology.
- 30 - To be familiar with information systems models: relational databases and mis, dss, eis, crm, scm, bi, km, erp, bpms models.
- 50 - To acquire the ability to relate concepts, analyse and synthesise.
- 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
- 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
- 61 - To develop skills for adapting to new situations.
- 65 - To acquire the ability to put knowledge into practice.
Syllabus
A totally practical course.
Each week we will work on a real situation which you will have to work on in groups and hand in weekly.
Teaching and learning activities
In person
The content of the course consists of two parts:
- Brief explanation of the situation to be dealt with using real examples.
- Group work
Evaluation systems and criteria
In person
Two concepts will be taken into account for the evaluation of the course as a whole:
The preparation of the work during the course (65%). This will be the average of the papers submitted (excluding the two lowest marks).
The final examination of the course (35%).
It is essential to pass both blocks in order to pass the course.
Bibliography and resources
- ESIC, García Uceda, Mariola (2000) Las claves de la publicidad, Madrid.
- ESPASA, Bassat, Luis (1999) El libro rojo de la publicidad, Madrid.
- ERESMA & CELESTE EDICIONES, González Lobo, María Angeles (1998) Curso de publicidad, Madrid.
- PIRÁMIDE, Ortega, Enrique (1997) La comunicación publicitaria, Madrid.
- OIKOS TAU, Prat Gaballí, Pedro (1998) 505 verdades publicitarias, Barcelona.