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Course description

Competencies and objectives


Course context for academic year 2022-23

Theoretical and conceptual foundations of Advertising. Overview of the discipline today, distinguishing the concept of advertising to other forms of persuasive communication, examining the economic and social dimension. Study of Advertising as planned and organized activity. Study of the elements of the advertising system and its basic overall structure.



Course content (verified by ANECA in official undergraduate and Master’s degrees)

UA Basic Transversal Competences

  • CGUA3 : Be able to express oneself correctly in one of the two official languages of the Region of Valencia (Spanish or Catalan) in the discipline concerned.


General Competences:>>Instrumental

  • CG1 : Capacity to analyse and synthesise.
  • CG3 : Basic understanding of the field of study.
  • CG4 : Basic understanding of the profession.
  • CG6 : Oral and written communication in one's native language.


General Competences:>>Interpersonal

  • CG11 : Interpersonal relationship skills.
  • CG14 : Abilities for criticism and self-criticism.


General Competences:>>Systematic

  • CG15 : Capacity to learn.


Specific Competences:>>Knowledge (theoretical)

  • CES4 : Theoretical-practical knowledge of advertising and public relations, their processes, organisational structures and diachronic evolution.


Specific Competences:>>Professional (practical)

  • CE14 : Capacity and ability to act as communications professionals, especially in advertising and public relations, according to the requirements laid down as knowledge and competences for each profile.
  • CE15 : Ability to recognise and use basic professional terminology.
  • CE40 : Capacity to communicate fluently and richly in a professional context (orally and in writing).
  • CE7 : Know how to identify and describe the main structural components of each sector involved in advertising communication and public relations.




Learning outcomes (Training objectives)

No data



Specific objectives stated by the academic staff for academic year 2022-23

Know the elements that identify, define and classify Advertising.
Describe the basic steps of the advertising planning.
Show how knowledge is organized and how advertising works as a whole.
Further understanding of the impact of advertising in today's society.
Identify and highlight the most relevant for each of the elements that make up the backbone of advertising features.
Meet and contextualize the situation and the current structure of the mainstream media.
Know the elements that characterize individually the various media and advertising vehicles.
Identify and describe the advertising conventional and unconventional formats used in each medium.





Code: 22504
Lecturer responsible:
Credits ECTS: 6,00
Theoretical credits: 1,50
Practical credits: 0,90
Distance-base hours: 3,60

Departments involved

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

Study programmes where this course is taught