Competencies and objectives

 

Course context for academic year 2024-25

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) for academic year 2024-25

UA Basic Transversal Competences

  • CGUA3 : Ser capaç d'expressar-se correctament en una de les dues llengües oficials de la Comunitat Valenciana (llengua catalana o llengua castellana) en l'àmbit de la seua disciplina.

 

General Competences:>>Instrumental

  • CG1 : Capacitat d'anàlisi i síntesi.
  • CG3 : Coneixement bàsic del camp d'estudi.
  • CG4 : Coneixement bàsic de la professió.
  • CG6 : Comunicació oral i escrita en la llengua nadiua.

 

General Competences:>>Interpersonal

  • CG11 : Destreses en relacions interpersonals.
  • CG14 : Habilitats crítiques i autocrítiques.

 

General Competences:>>Systematic

  • CG15 : Capacitat d'aprendre.

 

Specific Competences:>>Knowledge (theoretical)

  • CES4 : Coneixement teoricopràctic de la publicitat i les relacions públiques, els seus processos, estructures organitzatives i evolució diacrònica.

 

Specific Competences:>>Professional (practical)

  • CE14 : Capacitat i habilitat per a exercir com a professionals de la comunicació, especialment publicitària i de les relacions públiques, a partir dels requeriments fixats com a coneixements i competències pròpies de cada perfil.
  • CE15 : Destreses per a reconèixer i utilitzar la terminologia professional bàsica.
  • CE40 : Capacitat per a comunicar-se amb fluïdesa i riquesa en el context professional (oralment i per escrit).
  • CE7 : Saber identificar i descriure els principals components estructurals de cada sector implicat en la comunicació publicitària i de les relacions públiques.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2024-25

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.

 

 

 

General

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

Departments involved

  • Dept: COMMUNICATION AND SOCIAL PSYCHOLOGY
    Area: AUDIOVISUAL COMMUNICATION AND ADVERTISING
    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