AIMS

The Degree course programme is aimed at providing Graduates in Advertising and Public Relations with the skills necessary to undertake professional practice, consistent with the needs and demands of society.

The fundamental objectives of the Degree in Advertising and Public Relations are:

• To encourage a critical, analytical and interpretative approach, providing knowledge of the research techniques and working procedures necessary to transform client needs into effective communication solutions.
• To facilitate the acquisition of a general, basic understanding of the main causes for success or failure in the professional communications world at present, and especially in relation to advertising and public relations.  Knowledge will always be specifically aimed at understanding the phenomenon of communication and its function in contemporary society, thus ensuring that the student acquires expertise regarding the social, cultural, political, economic and corporate contexts of the profession, and is capable of adapting his or her professional practice to these contexts in a responsible fashion.
• To provide a thorough knowledge of all the inter-related elements which comprise communication systems, with particular reference to advertising and public relations, thus enabling students to apply them in the real world of organisations and to develop a strategic approach. This education will equip students for decision making and the implementation of coherent communication strategies, through effective creativity, subsequent assessment of results and the ability to reach the appropriate conclusions.
• Graduates in Advertising and Public Relations should possess good communication skills, expressing themselves with coherence and correction in their professional practice: therefore, they should be articulate in the language/languages of their region, and in English.
• Graduates will be equipped to design, plan and assess tasks and discourses pertaining to advertising and public relations communication in order to prepare communication campaigns.   Accordingly, they will also be conversant with the possibilities offered by the effective application of different technologies.  
• Students in Advertising and Public Relations should possess a thorough understanding of the theories, categories and concepts which have had most influence on the different areas of research, development and innovation in corporate and institutional communication, in addition to comprehending the need for self-regulation from an ethical and socio-cultural standpoint.

These objectives are achieved through the acquisition of knowledge and skills, entailing an education in the following aspects:

• An education in the Social Sciences, Humanities and Science and Technology, in order to attain basic contextual and cross-disciplinary expertise.
• An education in Communication and Information Theory, Processes and Structures, in order to understand the fundamental theories and practices most frequently employed in models for the creation, production, planning, dissemination, reception and assessment of results, both of communication in general, and of advertising and public relations communication in particular.  The approach taken to this education is both industrial and cultural, thus providing an integrated understanding of the phenomenon of corporate and institutional communication.
• Training in the areas of design and creation of communicative strategies, and development of communication policies, with the aim of attaining the ability to identify, manage and fulfil company needs, whether from the perspective of the advertiser’s communications department or that of a communications company.
• Grounding in the communication possibilities and characteristics of all advertising media and formats, in order to design communication messages and campaigns.  Graduates should have the ability to analyse and select dissemination channels according to the communication strategy in question (whether traditional or non-traditional channels).
• Training in the understanding and use of communication technologies in multimedia and hypermedia contexts, in order to apply these to advertising and public relations, and to develop new media.
• Schooling in the ability to apply ethical standards of conduct to professional communication practice, through theoretical and practical knowledge of the professional codes of practice currently in force and the self-regulation standards of the profession,  in addition to developing an awareness of social and cultural responsibility in students.
• Training in the capacity to adapt strategies and messages to communication objectives and the diverse public who inter-act with the organisation, through the application of specific communication tactics.
• Instruction in the monitoring of all processes involved in professional practice, applying at all times the criteria of adaptation to the context and continuous innovation.
• An introduction to research methodology and techniques in the context of corporate and institutional communication, and the acquisition of related teaching skills.

• Credit structure of the degree course
• Distribution of credits per subject type
• General description of the course programme 
  

CREDIT STRUCTURE OF THE DEGREE COURSE

Subjects in the Degree in Advertising and Public Relations, each worth 6 European ECTS credits, are organised into semesters. Specifically, students are required to take 5 subjects each semester, to complete 30 credits per semester and 60 credits per year, for a total of 240 credits over four years.

In order to make the course compatible with other activities, students are allowed to take a part-time course consisting of 30 credits per academic year.

DISTRIBUTION OF CREDITS PER SUBJECT TYPE 

GENERAL DESCRIPTION OF THE COURSE PROGRAMME 

Subjects on the Degree course have been divided into thirteen modules. The modules have been structured and the subjects distributed according to academic discipline. Each academic year is worth a total of 60 credits, 30 credits per semester. The course programme also takes into account the characteristics of each subject, so that all subjects dealing with fundamental theoretical and practical aspects of communication in general, and communication in advertising in particular, are taught in the first half of the Degree course (first and second years), whilst subjects corresponding specifically to communication in advertising and public relations are taught in the second half (third and fourth years).

Details of the modules are given below:

1. Fundamentals of Communication and Communication Processes (36 credits - 6 subjects). This module comprises an introduction to the concept, process and structure of communication and group communication, during which the principle authors and basic models of group communication will be studied. An analysis will be carried out of the basic elements which influence communication processes, and the history and development of social communication media will be examined. This will include a study of those schools and models which form the framework of communication and group communication theories, scientific theories of communication and group communication, regulatory theories of group communication, and their effect on the same. In addition, communication as an interpersonal process will be examined, as will psychosocial models of communication, psychosocial processes, behaviour, attitudes and attitude change, communication and social influence, persuasive communication, psychosocial analysis of advertising communication and mass media communication. Once the above topics have been covered, mass communication messages will be studied and analysed critically as signs which are constructed and interpreted through codes and ascribed to classes, looking particularly at standardisation and innovation in the production of mass communication and culture. Finally, the module addresses the study and use of technology, analysing the forms, categories and characteristics of printed and electronic media and their expression, including the form and content of audiovisual media.
2. Interaction between the Evolution of the Sociocultural Context and Communication (30 credits- 5 subjects). On the one hand, the module addresses epistemological and methodological tools for analysing social reality as a context for commercial and institutional communication, with an in-depth study of the realities of the contemporary world and the different dimensions which characterise each social system (economics, the ecosystem, politics, culture, technology, security, etc), together with the historical development and sociological perspectives (trends and future scenarios) of the same. On the other hand, the module addresses the study of sociological theories of art together with the most influential contemporary artistic trends, from the first avante-garde movement to the post-modern movement and the new technologies, looking particularly at the influence of art on contemporary sociocultural processes and the sociocultural purpose of contemporary art.  Taking a psychosocial approach, the direct and indirect processes of social influence will be examined, looking at advertising and the mass media, attitudes and attitude change, psychological principles, techniques and strategies in social influence, intragroup relations (conformity or the influence of the majority, minority influence, processes related to group productivity, group decision-making, leadership) and intergroup relations (social identity). Turning to historical development, the module includes an introduction to the study of the economic evolution of contemporary societies and the social and political movements which have shaped them, with particular reference to developments during the 20^th century. This will be followed by an analysis of the most influential social and economic changes which occurred in Spain in the 20^th century.
3. Theory and History of Advertising and Public Relations (24 credits-4 subjects). This module comprises a study of the theoretical and conceptual bases of advertising and public relations, and provides a general overview of these disciplines today. A distinction will be drawn between the concept of advertising and other forms of persuasive communication, through an examination of its economic and social dimensions. Advertising and public relations will be approached as planned, organized activities, looking at the elements which comprise the basic general structure of advertising systems, and the historical development of advertising (forms, trends, and the professional sector) and public relations from their origins to the present day.  In addition, advertising communication will be studied and critically analysed as a characteristic message at the heart of mass communication which is endowed with its own codes, relating this to the study of consumption as a signifying practice.
4. Structures, Techniques and Organisation of Communication in Advertising and Public Relations (48 credits- 8 subjects). The compulsory content of the module programme addresses the historical construction of strategy, including the fundamental concepts and the components of advertising strategy.  Once strategic concepts have been covered, it will be necessary to turn to a description and investigation of communication processes and the inter-relationship between the principle agents of advertising and public relations (advertisers, advertising and media agencies, public relations companies, media) and the advertising audience. Following on from this, optional subjects encompass, on the one hand, an analysis and investigation of the organisational structure of advertising and public relations companies, and their evolution over time, with particular reference to the present-day structure of communication companies, and on the other, the theoretical and practical aspects of managing and directing projects in communication companies, together with an analysis of the negotiating factors and processes which shape the relationship between the advertiser and the different communication companies. Likewise, the theoretical and practical aspects concerning design and implementation of a public relations programme in public and private organisations is addressed, together with a study of all stages in the process and the development of strategies facilitating the application of persuasive communication policies. Policies which, in turn, are essential in order to address the theoretical and practical aspects of the written, oral and visual techniques employed in public relations practice in these organisations, and which correspond to the tactical component of strategic planning in Public Relations. Representing a specific public relations technique, the study of protocol and its application in event management is of crucial interest in public and private organisation communication processes. In terms of the public, and specialized communications, political and social interest communication encompasses the concepts, actors and flow of said communication, the principle processes of public, institutional and political communication, electoral processes (including initiating electoral campaigns), and the basic principles behind developing and initiating social interest campaigns.
5. Management of Corporate Communication, Image and other Intangibles (18 credits – 3 subjects). This comprises the theoretical and practical study of strategic global and comprehensive communication processes as intangible organisational assets, whether internal and external. Similarly, a theoretical and practical study is carried out of organisational corporate identity, the fundamental concepts behind strategic management of intangible organisational assets, strategic management of corporate image through communication, visual identity, social responsibility and the corporate context. The module concludes with a study of the theoretical and practical bases of researching, creating and managing brand image as an intangible organisational asset, together with an analysis of trends and innovation in relation to communication and brand names.
6. Creativity in Advertising and Public relations (42 credits- 7 subjects). Firstly, this module addresses an understanding of the concept of creativity, of the existing explanatory theories and the kind of thinking which favours creative production. Secondly, advertising as a form of informative-persuasive communication is analysed, together with the implications for language. Thirdly, in accordance with its location in the course programme, the strategic processes which determine creative decisions are examined, together with the principle categories and resources which lead to conceptualization, understood as expression of the message and adaptation of the concepts involved to the different communication media.  As regards the optional subjects, these offer a more in-depth examination of the knowledge and skills necessary to improve communication efficiency through appropriate copywriting, visualization and composition, together with synergistic integration of the emerging, non-traditional forms of communication.
7. Codes of Practice, Professional Self-Regulation and Legal Regulations (12 credits – 1 subject). Content includes, on the one hand, a study of the legal framework provided by Commercial Law as it pertains to advertising and public relations, looking at the basic institutions and statutes and the relationship between communication subjects (companies, institutions, advertising agencies and public relations companies) and the production and distribution of the product (advertising contracts). This also encompasses the study of the inter-relations between commercial communication and the market, including laws regulating competition, unfair competition, commercial advertising, the audiovisual and digital market, and the use of brands as an advertising tool. On the other hand, the above is complemented by the study of the ethical and institutional bases which regulate, from the point of view of professional conduct, the discourse and relationship between agents of strategic communication. Continuing in this vein, an understanding and the implementation of professional conduct is addressed, together with human resource management in advertising and public relations.
8. Economics and the Advertising and Public Relations Company (18 credits – 3 subjects). The basic concepts behind economic theory are the object of study in this module, including economic activity, exchange and the market, demand, supply and price, time and risk, economic production and inter-dependence, competitive markets, monopolies and unfair competition, imperfect information, externalities, macro-magnitudes and indicators, economic growth and development, the public sector and economic policy, monetary policy, and regional, national and international economic contexts, Basic concepts in relation to marketing will also be examined, such as marketing and the commercial planning process, the commercial context of the company (macro- and micro-environments), the market and consumer behaviour, segmentation and positioning, “marketing-mix” strategy design, product decisions, price fixing strategies, distribution channels and communication strategies. Finally, the module focuses on advertising and public relations companies, in terms of their context, together with setting objectives, strategic direction of the company, human resource management and new company creation.
9. Applied Knowledge and Techniques in Advertising Communication (48 credits – 8 subjects) This module comprises the study of the different morphological, dynamic and scaling elements which comprise the formal structure of an advertising image, together with the compositional principles governing syntax and artistic signification, and a theoretical and practical study of content and expressive form of audiovisual narratives in advertising messages. The module also includes the theoretical and practical study of different tools such as photographic, audio visual and graphic design techniques and processes in the production of advertising messages for printed and audiovisual media, together with post-production of digital images and sound for inclusion in audiovisual advertising.
10. Applied Research and Management Techniques in Advertising and Public Relations. (24 credits – 4 subjects). This module will address social research and its application in the study of consumption and communication, introducing secondary sources of information and data collection using qualitative and quantitative techniques. In addition, students will study the analysis and selection of media in planning dissemination of advertising, audience analysis and research, media planning resources, media planning efficiency, and organisational structures for planning and buying media, Particular emphasis will be given, on the one hand, to a study of the process of market research (data collection, sampling, fieldwork, information analysis and report writing), market research applications (product research, prices and distribution), and advertising efficiency and assessment, and on the other, students will learn information retrieval, assessment and application strategies, principally using digital resources in contexts such as institutional, political, company, corporate and public communication, in addition to the application of the new communication and information technologies to advertising company management, and internal and external communication.
11. Professional English for Advertising and Public Relations (6 credits – 1 subject). This module looks at professional English for communication purposes in public relations and advertising, comprising a theoretical and practical study of specific terminology and communicative styles in English in the context of advertising and public relations.
12. Intern Work Experience (12 credits – 2 subjects). Intern Work Experience consists of student incorporation into professional practice, and the application of knowledge and skills acquired during the Degree course. Specific tasks will vary according to the post assigned to the Work Experience student. However, these tasks will in all cases be directly related to professional advertising practice in any of the profiles for which the Degree equips graduates.
13. Final Project (6 credits – 1 subject). The Final Project implies the preparation and oral presentation of a research Project, which may comprise an empirical analysis or a review of the literature in order to determine the state of the art in any defined area. A list of tutors will be established from among the university teachers at the Centre, specifying the maximum number of projects each teacher will supervise. The tutor’s role will be to establish clearly with the student the subject and objectives of the final project, to supervise work in progress and to approve submission and oral presentation of the project. Final projects will be assessed by a Commission or Tribunal convened specifically for this purpose. Prior to evaluation for the final project, the student must provide evidence of ability in a foreign language. Among other forms of accreditation, the minimum necessary requirement at the University of Alicante is to have attained level B1 of the European Framework of Reference for Languages, and this requirement may be raised in the future.

LANGUAGE REQUIREMENT (IN A FOREIGN LANGUAGE)

Students who study an undergraduate degree at the University of Alicante must confirm a minimum level of B1 in a foreign language (a B2 is recommended) in order to obtain the diploma.  

The required language level is in accordance with the Common European Framework of Reference for Languages. 

The language accreditation requirement can be obtained previously or at any time during university studies. However, the language requirement will be necessary in order to be able to assess the final year project.

The different forms of obtaining such language requirement can be consulted in the additional information in this section.  

+info

LANGUAGE TEACHING COMPETENCE CERTIFICATE

Students who want to have a career in non-university teaching when they finish their studies are recommended to obtain the teaching competence certificate (Valencian and/or foreign languages).

This certificate can be obtained by taking specific itineraries in your university studies or by taking the UA teaching competence course in Valencian, German, French and English.

+info

FINAL YEAR PROJECT (TFG)

All the official undergraduate degrees must be completed by preparing and defending a final year project, which must be done in the final phase of the studies and be aimed at the assessment of competences associated to the degree.

The final year project must be an original, independent and personal work. The elaboration of it may by individual or coordinated. Each student will prepare this project under the supervision of a tutor, allowing students to show the received training content in an integrated many, as well as the acquired competences associated to the undergraduate degree.

In order to register in the final year project, students must comply with the requirements established in the “Regulations for continuation studies for students registered in undergraduate degrees at the University of Alicante”. Among the requirements established to be able to register in the final year project, a minimum of 168 credits must be passed in undergraduate degrees with a total of 240 credits, and a minimum of 228 credits in undergraduate degrees with a total of 300 credits or more.

In order for the final year project to be assessed, a B1 level of a foreign language (B2 is recommended) must be confirmed.

+info

• Access routes
• Procedure for applying for admission
• Recommended applicant profile
• Number of places and pass marks

ACCESS ROUTES

Admission to this degree course is open to any applicant who meets one of the following entrance requirements:

1.     SPANISH BACCALAUREATE (LOMCE) UNIVERSITY ENTRANCE EXAM (PAU): Although students can access university by means of any Baccalaureate specialization, the recommended one is Humanities and Social Sciences.

Admission scores for this degree can be improved by taking the specific modules of the University Entrance Exam (PAU) as indicated in the table below with their respective weightings.

TABLE 1

2.     PREVIOUS BACCALAUREATES WITH OR WITHOUT A PASS IN THE UNIVERSITY ENTRANCE EXAM (PAU): Students who have completed their Baccalaureate under previous education systems and have passed the PAU will be able to use the mark obtained in their application.

However, students can take specific exam modules during the voluntary PAU exam period in order to improve their admission score as shown in table 1. They can also sit for the obligatory PAU exams, in which case they will have to take all the exams scheduled during this period.

3.     VOCATIONAL EDUCATION: Vocational educational qualifications such as senior technician, senior technician of plastic arts and design, or senior technician in sports is the preferred professional area although access to this degree may be through any professional field.

Admission scores can be improved by taking the PAU exam in up to 4 of the modules in table 1.

4.     STUDENTS FROM EDUCATION SYSTEMS IN COUNTRIES OF THE EUROPEAN UNION OR OTHER STATES WITH WHICH SPAIN HAS AN INTERNATIONAL AGREEMENT: Accreditation is required and issued by Universidad Nacional de Educación a Distancia (UNED).

Students can sit for exams in subjects included in the Pruebas de Competencias Específicas (PCE), organised by the UNED, in order to improve their admission score up to 14 points as indicated in the weightings in Table 1.

5.     STUDENTS FROM FOREIGN EDUCATION SYSTEMS: Prior to applying for the validation of their foreign Baccalaureate, students may sit for up to 4 exams in subjects offered by the Pruebas de Competencias Específicas (PCE) organised by UNED (at least one subject from the core subjects).

The weightings indicated in table 1 will be applied to core and/or optional subjects.

6.     OTHER: University degrees and other similar qualifications. University entrance exam for students over 25 (preferential option: Social and Legal Sciences). Access on the basis of professional experience (applicants over 40 years of age). Access to applicants aged 45 years or more by means of an exam.

Weightings of the subjects of the specific phase of the Proof of Access to the University (PAU) in the previous years

High School Diploma Subjects

Academic Years 2010-11 2011-12

0.1

0.2

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

Academic Years 2012-13 2013-14 2014-15 2015-16 2016-17

0.1

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

0.2

x

x

x

x

PROCEDURE FOR APPLYING FOR ADMISSION: PRE-ENROLMENT AND REGISTRATION

• Anticipated number of places offered during the first pre-enrolment session: 240

• In order to apply for a place, the procedure and pre-enrolment periods established each year must be observed.  It is normally necessary to pre-enrol, and two pre-enrolment periods are established for this.  The first period, or phase A is held in mid-June and the second, or phase B, is held in mid-September.  During the second period, places may only be applied for on courses which have not been filled following phase A.  Places are awarded on the basis of the preferences, criteria and reserve quotas established by current legislation. Information concerning the application procedure  (Pre-enrolment).

• Applicants admitted to a course must formally register within the timescale established annually in the enrolment calendar (usually at the end of July and the end of September). Registration Information.

RECOMMENDED APPLICANT PROFILE

New students should have a basic grounding in the social and human sciences, together with good skills in logical reasoning.

NUMBER OF PLACES AND PASS MARKS

• "Pass marks" indicated correspond to the results of the first adjudication of June.
  
• The definitive marks can be inferior to the here collected.

PROFESSIONAL PROFILES

Professional profiles comprise:

• Director of communications, researcher and strategic consultant in advertising and public relations. Professionals who practice within organisations, advertising agencies, public relations companies or similar (accounts and strategic planning, for example), or in a consultancy.

The director of communications and the director of advertising and public relations in institutions or companies are responsible for establishing contact with a diverse potential public, both internal and external, together with planning, management and direction of the annual communication plan.

Researchers and/or strategic consultants identify the specific role communication is to play in each organisation and in marketing campaigns.

In both cases, the professional defines communication strategies in accordance with the objectives of the sponsor. He or she will plan the “ad hoc” research necessary in order to define the basic approach of the campaign, in addition to developing, implementing, supervising, conducting and directing campaigns. Such functions require knowledge of the markets, and of tools such as communication, monitoring and control.

• Researchers, Strategic Planners and Media Buyers. These professionals plan the suitability and characteristics of the media channels to be used in the communication campaign. They also investigate and monitor the audience of said channels and the latter’s effectiveness within the defined communication objectives, with the aim of reaching the target audience through conventional and non-traditional media by buying and creating spaces and media under the best possible conditions.
• Creative and Designer. Professionals specialising in creative advertising using a wide range of media. Roles encompass everything from creating and visualizing the advertising idea, to adapting it for implementation in different media.  Areas of specialization include creative services director, arts director, copywriter and webmaster (creativity applied to the Web). The task of supervising the process to the finished product and overseeing physical production of the media corresponds to project and traffic managers.
• Corporate communications manager. Professionals responsible for strategic management of corporate image and communications, as regards both intangible aspects (visual identity, corporate communication and culture) and functional relationships (finance, commerce, production, etc). Further responsibilities include establishing constructive dialogue with the diverse public of relevance to the company, whether internal or external, and protecting corporate reputation as regards the degree to which commitments to this public are fulfilled.

IMPLEMENTATION TIMESCALE 

The new Degree in Advertising and Public Relations at the University of Alicante will be implemented year by year as the old Degree is phased out.  This process will begin in the academic year 2010/2011, and will conclude in the year 2013/2014.

TIMESCALE 

CREDIT EQUIVALENCE BETWEEN SUBJECTS IN THE FORMER DEGREE (LICENCIATURA) IN ADVERTISING AND PUBLIC RELATIONS AND THE NEW DEGREE (GRADO) IN ADVERTISING AND PUBLIC RELATIONS

Credit equivalence with the new Degree (Grado) course programme has been established for a total of 324 credits in the current Advertising and Public Relations Degree (Licenciatura) course programme. Of these, 180 correspond to core and compulsory subjects, and 143.5 to optional subjects.

Credits taken by Advertising and Public Relations students not listed in the above table may be validated by means of:

1. Degree course optional credits, up to the maximum number of optional credits established for each degree course.
2. Recognised free-elective credits validated for university, cultural or representational activities will be validated for the degree course, with a maximum of up to 6 academic credits to be validated for various activities, as set out in Art. 12.8 Royal Decree 1393/2007 (participation in cultural, sporting, student representation, charity and cooperation activities).

CREDIT EQUIVALENCE BETWEEN FIRST YEAR OPTIONAL SUBJECTS

CREDIT EQUIVALENCE BETWEEN SECOND YEAR OPTIONAL SUBJECTS

DEGREE IN PUBLICITY AND PUBLIC RELATIONS. SYLLABUS SUMMARY

Internal Quality Assurance System (SGIC) of the Title

• Structure of the Centre for Quality
  • Comission of Internal Quality Guarantee
  • Other Commissions  
• Handbook SGIC
• Procedures
  • Strategic (PE)
  • Key (PC)
  • Support (PA)
  • Measurement (PM)

• Management of the SGIC (Access to ASTUA)

Follow-up of the Title

• Self-reports UA
• External reports AVAP 
• Other reports
• Improvement Plans
• Progress and Learning Outcomes