Advertising Theory and Structure
Course code: 5380010
Provides an overview of communication theory and practice at both businesses and institutions. Knowledge of general and specific advertising models and their structures. Conceptual delimitation of the term “advertising” and its functions and integrating factors in the general framework of communication theory; study of its social and economic repercussions; identification, study and description of the actors involved in advertising (advertisers, agencies, media and consumers) and their respective functions.
Account Management
Course code: 5370043
Introduction to the work processes involved in planning and managing communication from an advertising agency’s account-handling department. A twin-pronged approach is taken: from the advertising agency, where the account executive plans the client’s relations with the agency and coordinates the various in-house departments and external suppliers involved in the campaign; andFrom the advertiser’s viewpoint, since at an SME the firm itself will have to plan its own communication actions.
Art Direction and Design - (Also listed under Art Design)
Course code: 5370017
Teaches general knowledge for working as an art director for advertising campaigns, with the ability to liaise with all the various suppliers involved. Explains the development process of each creative job, from visualising the idea to developing the design and final production.
Digital Advertising Design - (Also listed under Art Design)
Course code: 5370028
Knowledge of form, background and perspective in graphics and dynamics to convey clear, well-defined concepts through streamlined, effective design. Familiarisation with the techniques and software used on the market for the digital preparation of advertising content and knowledge of the technical requirements of each of the media. Enables students to discern the needs of the recipients of advertising messages.
Theory and History of Propaganda - (Also listed under History)
Course code: 5370020
This course is also offered in English.
Introduction to the study of propaganda, from the point of view of both its historical evolution and the propaganda models of today. Training to identify propaganda’s forms and potential in different contexts, studying and analysing the main propaganda models, peculiarities of the current international situation and analysing specific propaganda campaigns.
Copywriting - (Also listed under Language & Literature)
Course code: 5370019
Study and analysis of the writing-related issues that shape brand identity, different advertising messages and how they are adapted to different media, while training students in how to write advertising copy.
Advertising Research - (Also listed under Marketing)
Course code: 5370018
Gives an overview of the research methods and techniques used in advertising and PR and analyses the media and their audiences and the control and effectiveness of communication products. Trains students in skills that will allow them to analyse the information obtained from reports and studies.
Advertising, Culture and Content Development - (Also listed under Media Studies)
Course code: 5370051
This course is also offered in English.
The social changes that have taken place during the postmodern stage in which we live have generatedm in our professional environment has undergone major transformations. Among these changes, the advertising message has been one of the communication tools that has received a greater mismatch. The saturation of information, the emergence of social networks, and hybridization of communicative tools have had as a result that consumers find it increasingly difficult to differentiate advertising from information. This course will explore what are these new formats that have appeared (talk about advertisement, product placement, comics ...) to make a critical study of these techniques and how to proper implement them from a strategic point. It is therefore a purely strategic course that will study brand and its contents, studying the latter from a cultural perspective as the main basis for the delivery of brand values.
Advertising Management in Retail Areas - (Also listed under Merchandising)
Course code: 5370044
Study of the latest retail and leisure spaces: hypermarkets, shopping centres, etc. Interrelated links between consumption, leisure and space. Analysis of different POS communication techniques: windows-dressing, signage and customer service.
History of Advertising and PR - (Also listed under Public Relations)
Course code: 5370007
Introduction to the historical evolution of advertising and its links with other disciplines that have had a clear influence on this form of communication (art, photography, technology, psychology, politics, economics). It therefore covers a set of theoretical and practical content that is essentials for all students who hope to work in advertising and PR, as the study of its origins helps us to understand the present day and predict what might happen in the near future.