Competencies and objectives

 

Course context for academic year 2023-24

Advertising and Public Relations in tourism, within the Tourism Degree taught at the University of Alicante, is a compulsory subject in which basic and compulsory contents related to the conceptualization of the tourist communicative process, the historical evolution of the discipline and its strategic planning.

As stated in the White Book of the Bachelor's Degree in Tourism (ANECA, 2004), among the professional figures, the one to perform functions in different areas of promotion stands out: management of promotion policy, responsible for relations with public administrations or other companies, where he supervises the content and coherence of communication at the service of the strategy set by the company's management. So that the new graduate in the tourism degree must have knowledge of media and communication actions that facilitate the company's relations with its environment. Within the management role, you must be able to organize and coordinate communications development plans. As for the technical manager of a public promotion institution, you must have knowledge of the tourism market, understand the destination and be familiar with the promotion and research techniques that allow you to establish the objectives of the main promotional actions.

The Advertising and Public Relations in Tourism subject is related to others in the curriculum: Tourism Marketing and Protocol and Organization of Events in Tourism. The Tourism Marketing subject is the starting point for some of the objectives set out in Advertising and Public Relations in tourism. Protocol and organization of events in tourism is an elective of Planning and management of tourist destinations, so Advertising and Public Relations in tourism must be a solid base to facilitate the entry and learning of students in Protocol and organization of events in sightseeing. Therefore, the part that deals with public relations within the subject contributes to consolidating essential knowledge for the achievement of the objectives of other subjects of the study plan where it is located.

 

 

Course content (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2023-24

General Competences acquired at University of Alicante (CGUA)

  • CGUA3 : Competències en comunicació oral i escrita: ser capaç d'expressar-se correctament en una de les dues llengües oficials de la Comunitat Valenciana en l'àmbit de la seua disciplina.
  • CGUA4 : Ser capaç de comprometre's èticament amb la sostenibilitat, els drets fonamentals, la igualtat entre homes i dones, els principis d'igualtat d'oportunitats i accessibilitat universal de les persones amb discapacitat, així com els valors propis d'una cultura de la pau i de valors democràtics.

 

Specific Competences (CE)

  • CE11 : Definir objectius, estratègies i polítiques comercials.
  • CE13 : Manejar tècniques de comunicació.
  • CE24 : Analitzar i utilitzar les tecnologies de la informació i les comunicacions (TIC) en els diferents àmbits del sector turístic.
  • CE28 : Conèixer els objectius, les estratègies i els instruments públics de la planificació.
  • CE29 : Treballar en mitjans socioculturals diferents.
  • CE3 : Comprendre el caràcter dinàmic i evolutiu del turisme i de la nova societat de l'oci.
  • CE7 : Reconèixer els principals agents turístics.
  • CE8 : Avaluar els potencials turístics i l'anàlisi prospectiva de la seua explotació.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2023-24

Know and identify the basic elements of a tourism communication plan.

 

 

General

Code: 23534
Lecturer responsible:
CABALLERO SUAREZ, ELOY RAMON
Credits ECTS: 6,00
Theoretical credits: 1,60
Practical credits: 0,80
Distance-base hours: 3,60

Departments involved

  • Dept: COMMUNICATION AND SOCIAL PSYCHOLOGY
    Area: AUDIOVISUAL COMMUNICATION AND ADVERTISING
    Theoretical credits: 1,6
    Practical credits: 0,8
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught