Competencies and objectives


Course context for academic year 2022-23

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 2022-23

Cognitive Objectives:
Knowing the demographic, political, economic, social and cultural changes that occurred in Western economies throughout the 19th century.
Knowing the demographic, social, economic and political variables of pre-revolutionary Russia.
Understanding the causes and the context in which the Bolshevik revolutionary process took place.
Knowing the different stages that the history of Soviet socialism went through, its policies, expansion and their effects.
Understanding the reasons that led the Soviet model to its own extinction, in the context of the cold war and the tension with Western powers.
Know the effects of all kinds (economic, political, social, demographic, etc.) that the end of the First World War had, with special reference to the serious crisis suffered by Germany.
Identifying the causes that led to the Great Depression and the ways in which it spread to other world economies.
Understanding the different solutions adopted to combat the negative effects of the depression, such as a new instrument of economic policy, known as Keynesianism.
Knowing the new world order that emerged after the Second World War, especially the new economic and political framework.
Identifying the economic factors that allowed the intense post-war growth.
Knowing the causes that caused the economic crises of the 1970s.
Analyzing the policies followed by Western states to combat the effects of crises, with special reference to the Spanish case.
Knowing the problems of growth in Third World countries and the trajectory of the countries that have managed to come out of underdevelopment from the last decades of the 20th century.

Instrumental Objectives:
Reading and analyzing texts and images of social, cultural, political and economic content, both by current authors and contemporary authors.
Analyze the evolution of the main economic macromagnitudes.
Understanding and making statistical tables and graphs that reflect the evolution of economic and social variables.
Using new information and communication technologies.

Attitudinal Objectives:
Considering the profound change that the liberal state implies and its impulse to the new industrial economy, appreciating how this means a radical change in the history of humanity.
Considering the appearance of a new social organization, its representative movements and its cultural forms.
Considering values ¿¿such as democracy, the equality of individuals before the law and the rights of the citizen from the comparison with totalitarian regimes such as fascism, Nazism and Stalinism.
Becoming aware of the deprivation and suffering that the Great Depression of the 1930s brought with it and compare it with other contemporary crises.
Assessing the substantial improvement in living conditions for the western population, which led to the consolidation of the welfare state. And the opposite case, its retreat or disappearance.
Reflecting on the profound changes in individual and collective life that have led to access to new technologies.
Understanding the great differences in the quality and conditions of life that are registered in the different regions of the world and their inevitable consequence: migratory flows.





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