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Course description

Competencies and objectives


Course context for academic year 2018-19

This course studies the behaviour of human societies in the late modern age in order to provide a global and dynamic vision of these societies and to develop in students the ability to analyse and interpret the complex interplay of economic, social and politic phenomena.
To achieve this goal, students must know the most important events that have happened during the contemporary age, particularly in the twentieth century, and its projection into the twenty-first century, that is, analyse the processes of change in the long term and in all its complexity to better understand the present.
The course is included in Module 2. Interaction of the socio-cultural environment and its development in communication and therefore is directly related to the following subjects from this module: Social Structure (FB), in second year; and the electives subjects, in fourth year, Sociology of Culture and Contemporary Art, Psychosocial Processes of Influence and Advertising, and Social and Economic History of Spain. In Module 3. Theory and History of Advertising and Public Relations, the subject is related to History of Advertising (optional in the fourth year). With regard to the Module 8. Economics and Business of Communication Advertising and Public Relations, the subject is related to Introduction to Economics (FB) in the first year. The course also facilitates the acquairement of resources and tools to use in Module 13. Degree Final Project (OB) in the fourth year.



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

General Competences:>>Instrumental

  • CG1 : Capacity to analyse and synthesise.
  • CG2 : Capacity to put theoretical knowledge into practice.
  • CG6 : Oral and written communication in one's native language.
  • CG7 : Research skills.
  • CG8 : Basic computer skills.


General Competences:>>Interpersonal

  • CG10 : Ability to work in interdisciplinary teams.
  • CG11 : Interpersonal relationship skills.
  • CG12 : Recognition of diversity and multiculturalism.
  • CG13 : Ethical commitment.
  • CG14 : Abilities for criticism and self-criticism.


General Competences:>>Systematic

  • CG15 : Capacity to learn.
  • CG16 : Capacity to adapt to new situations.


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.
  • CES37 : Study the fundamentals of documentation for advertising and public relations professionals.


Specific Competences:>>Professional (practical)

  • CE1 : Capacity to understand global communication and information processes.
  • CE27 : Ability to manage time and capacity for organisation and temporalisation of tasks.
  • CE29 : Capacity for the objective analysis of reality and the extraction of valid considerations.
  • CE36 : Capacity and ability to create, design and develop graphic elements, images, symbols and text.
  • CE39 : Writing, stylistic, narrative and rhetorical resource skills: written, visual and audiovisual.
  • CE40 : Capacity to communicate fluently and richly in a professional context (orally and in writing).
  • CE41 : Capacity to act professionally respecting fundamental human rights and the individual and collective values enshrined in different civilising cultural currents, which persuasive communication should respect and empower.
  • CE45 : Capacity to understand and interpret the context and adapt to change.
  • CE46 : Capacity to interact with different audiences and society by applying synchronic and diachronic knowledge of the economic, social, cultural and demographic context.
  • CE59 : Ability to select and apply the most appropriate analysis model for each object studied and research needs.
  • CE61 : Capacity to apply data acquisition, production and analysis techniques rigorously.




Learning outcomes (Training objectives)

No data



Specific objectives stated by the academic staff for academic year 2018-19

No data




Code: 22503
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