2011-12 academic year

Usos Acadèmics i Professionals de l'Anglès (20493)

Degree/study: Grau en Publicitat i Relacions Públiques
Year: 3r.
Term:1st, 1nd
Number of ECTS credits: 4 credits
Hours of studi dedication: 100/120 hours
Teaching language or languages: English
Teaching Staff: Blanca Fullana 

1. Presentation of the subject

Since the invention of the World Wide Web (Internet) and the globalization of the economy at the end of the last century, the context of corporate communications in today's businesses has radically changed. Communication strategies to reach any type of target group are challenged to anticipate stakeholders' interests, adapt the visual and language of messages, build brand content on top of product content and be ready to produce participation, feedback and response.  In this environment, defining and living brand values & corporate ethics becomes one of the key's indicators of an organization's overall equity. 

This course offers students a 360º vision on brand relevance -where it stands and how to build its value in the face of different audiences; understanding brand equity helps companies, institutions and organizations to be competitive in the context of today's global society.

In this context, and knowing the professional world in this sector is widely Anglo-Saxon oriented, students will be urged to learn and practice the most relevant terminology, concepts and trends in corporate communications and marketing PR & Advertising directly in English language, thus allowing these future professionals hands on practice of a fundamental skill.


2. Competences to be attained

IThe review and analysis of top cases and briefings together with intense listening, reading and writing exercises will encourage students to fully interact with the class and practice the theory behind the subject of the course.

In specific skills, it is intended to help students:

•·         Be capable of using a third language (English) in the academic and professional context including competences in oral efficiency and through the analysis of real texts.

•·         Comprehend and effectively manage the specific terminology of the corporate communications environment and guide students into acquiring new specialty terminology and concepts

•·         Read and write different types of texts; including objectives and strategies in communications plans, articles, essays and specific papers and documents used in the corporate brand communications sector

•·         Practice and improve presentation, negotiation and commercial skills by technically and culturally adapting to the assertive and compelling oral competences demanded in the professional global environment of today

Students will practice:

•-     Oral presentations with or without visual and digital support

-       Methods and language skills for group discussions

-       Reading comprehension exercises of professional texts

-       Writing techniques in terms of structure, editing, styling and formatting as internationally acclaimed

-       Glossary search and research


3. Contents

•-         Corporate Communications role & relevance in today's organizations

-          The concept of Brand Equity

-          Trends in society today -the cultural, economical, environmental and social issues that any brand should address

-          Review of Case studies and stories of some of today's most reputable Brands


4. Assessment

text

5. Bibliography and teaching resources

5.1. Basic bibliography

There will be several articles, reports and copy-right free documents that will be of compulsory read and that the teacher will distribute in class.

5.2. Complementary bibliography

  •  
    • ADAMSON Allen P. Brand Simple. Ed. Palgrave Macmillan, 2007.
    • ALLEN, H. Center, JACKSON, Patrick, SMITH, Stacey & STANSBERRY, Frank R. Public Relations Practices Managerial Case Studies & Problems. 7th Edition Ed. Pearson Prentice Hall, 2007..
    • BLACKWELL, Roger; STEPHAN, Tina. Brands that Rock!. New Jersey, USA: WILEY, 2004.
    • BROWN, Duncan & HAYES, Nick. Influencer Marketing. Ed. Elsevier,2008.
    • CHERNATOY, Leslie de. From Brand Vision to Brand Evaluation. Ed. Elsevier, 2010.
    • CRAINER, Stuart. The Real Power of Brands. Editorial Eresma&Celeste Ediciones, 1997.
    • HOLLIS, Nigel. The Global Brand. Palgrave,Mcmillan Ed., 2010.
    • KAPFERER, JN. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page, 2008. (4th edition)
    • KORNBERGER, Martin Brand Society: How Brands Transform Management and Lifestyle, Cambridge University Press, 2010.

    • DICTIONARY OF BUSINESS MANAGEMENT by OXFORD University Press, Market House Books Ltd., New York, USA, 2009.

     

    DICTIONARY OF MARKETING TERMS by Jane Imber and Betsy-Ann Toffler, Ed. Barron's Business Guides, New York, USA, 2008

     

    ·         GOBÉ, Marc. Emotional Branding. Allworth Press. 2001.

    KOTLER, Philip. Marketing Management: Analysis, Planning, Implementation and Control. Upper Saddle River, N.J., USA: Prentice Hall, 1994.

6. Metodology

Class lecturing and practice exercises and case studies.

7. Planning of activities

The calendar of the course runs for 10 weeks with 2 days of 2 hours a day per week and per student. In general, first day in the week will be dedicated to class content and explanations with the entire class, while second day in the week will be focusing on practices, case studies and exercises with students separated in two groups, permitting full participation and optimization of the course's development.