Competencies and objectives

Provisional information. Pending approval by the Department Council.

 

Course context for academic year 2026-27

This course is taught at B1 level in English (according to the Common European Framework of Reference).

Its contents are framed within the context of oral and written communication in advertising and public relations.

The course provides knowledge of the context, functions and activities in the field of advertising and public relations from an international perspective, using English as a lingua franca for oral and written communication.

Students become familiar with the vocabulary and skills they may need in situations related to their future professional field, such as marketing, advertising, or skills in intercultural communication, among others.

This is a subject that develops skills that are transferable to other, more specific subjects in the Degree in Advertising and Public Relations, and helps students improve and acquire the level of English required to complete their degree.

 

 

Learning outcomes / Course competencies (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2026-27

UA Basic Transversal Competences

  • CGUA1 : Understand and express oneself in a foreign language in the discipline concerned.

 

General Competences:>>Instrumental

  • CG2 : Capacity to put theoretical knowledge into practice.
  • CG5 : Understand a second language.

 

Specific Competences:>>Knowledge (theoretical)

  • CES31 : Understand the state of the world and its cultural manifestations, as well as their evolution, seeking the reflection of its basic paradigms (political, economic and cultural) in advertising and public relations.

 

Specific Competences:>>Professional (practical)

  • CE15 : Ability to recognise and use basic professional terminology.
  • CE40 : Capacity to communicate fluently and richly in a professional context (orally and in writing).
  • CE48 : Capacity to interpret the cultural implications and effects of advertising communication and public relations.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2026-27

General objectives:

-To know and use the specific terminology of advertising and public relations in a modern language (English).

-To be able to establish effective communication in a modern language (English) with individuals and organisations through spoken and written language, on paper and by electronic means, and to do so correctly and clearly, using a style appropriate to the audience, purpose and context of communication.

Objectives proposed by the teaching staff:

-To acquire B1-level linguistic competence, according to the Common European Framework of Reference.
-To develop written and oral reception and production skills in the main sectors and fields of advertising and public relations.

Procedural objectives:

-To carry out exercises and tasks aimed at developing language skills in English.

Conceptual objectives:

-To acquire specific vocabulary that students may need in their professional practice, such as designing a website, communication in audiovisual and written media, receiving visitors, meetings, presenting advertisements to clients, telephone communication, written communication, or cultural differences.

 

 

General

Code: 22535
Lecturer responsible:
Pacheco Baldó, Rosa María
Credits ECTS: 6,00
Theoretical credits: 0,90
Practical credits: 1,50
Distance-base hours: 3,60

Departments involved

  • Dept: English Philology
    Area: English Studies
    Theoretical credits: 0,9
    Practical credits: 1,5
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught