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Course description

Competencies and objectives


Course context for academic year 2022-23

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)

General Competences acquired at University of Alicante (CGUA)

  • CGUA3 : Oral and written communication skills: Be able to express oneself correctly in one of the two official languages of the Region of Valencia in one's discipline.
  • CGUA4 : Be able to commit oneself ethically with sustainability, fundamental rights, equality of men and women, the principles of equal opportunity and universal accessibility for the disabled, as well as the values of a peaceful, democratic culture.


Specific Competences (CE)

  • CE11 : Define commercial goals, strategies and policies.
  • CE13 : Master communication techniques.
  • CE24 : Analyse and use information and communication technologies (ICT) in the different fields of the tourist sector.
  • CE28 : Understand the objectives, strategies and public instruments of planning.
  • CE29 : Work in different sociocultural contexts.
  • CE3 : Understand the dynamic and evolutionary nature of tourism in the new leisure society.
  • CE7 : Recognise the main tourist agents.
  • CE8 : Evaluate tourist potential and the prospective analysis of exploiting it.




Learning outcomes (Training objectives)

No data



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

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




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

Departments involved

    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