Communicative Processes Research (20525)

Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: third
Term: second
Number of ECTS credits: 4 credits
Hours of studi dedication: 70 hours
Teaching language or languages: Spanish/Catalan
Teaching Staff: Mª Concepción del Pozo.

1. Presentation of the subject

The course aims at conveying the required contents and skills to establish what happens in the different communicative processes, at a verbal and non verbal level, from the brand to the consumer or from the consumer to the brand, all of it from different analysis theories.

It follows on the contents of courses imparted in the previous years, in which the communicative process, channels and interferences were analyzed. It is assumed that students know how a communicative process is and how to prepare it.

The objective is to learn to analyze from different perspectives, in order to be able to better control and channel the communicative processes: to analyze consumers and brands, clients and providers, the different offices in agencies or companies...; to analyze the communication speech, produce diagnoses and introduce improvements.

 

2. Competences to be attained

 

·        To analyze speeches in order to manage communication in a suitable and coherent way with what we want to communicate.

·        To establish the roles adopted in communications in order to see the positive effects and the negative consequences.

·        To analyze different types of roles and theories.

·        To understand how perception and non verbal communication can be modified.

·        To understand the roles meaning and how the process can be improved through reconstruction.

·        To establish patterns for improving communicative processes.

3. Contents

 

Theoretical contents:

·        The consumer and his perceptive process.

·        The impossibility of not communicating.

·        The development of the communicative process. Roles and stands.

o   Introduction to the three roles of transactional analysis.

o   The dominance of a perceptive channel. Notions from the neurolinguistic programming (NLP).

o   Communication metaphors analysis.

·        The influence of our own communication.

·        How to analyze the communicative processes?: the different media (verbal and non verbal).

·        Communication management: where should be stand?

 

4. Assessment

The exam is worth a 40% of the final grade and the projects during the term a 60%.

The exam will include contents from the class notes, the readings and the exercises done in class.

 

5. Bibliography and teaching resources

5.1. Basic bibliography

 

1.      Bavister, S.; Vickers, A. "PNL; las claves para una comunicación efectiva". Amat, 2005.

2.      O'Connor, J.; Seymour, J. "Introducción a la PNL". Urano, 1995.

3.      Harris, Thomas A.. "Yo estoy bien, tu estás bien". Sirio, 2010.

 

4.      Lakoff, George; Johnson, Mark. Metáforas de la vida cotidiana. Madrid: Cátedra, 1995.

 

5.2. Complementary bibliography

·          Equipo de formadores de NLP Comprehensive. "La nueva tecnología del éxito". Urano, 1998.

·          Dilts, Robert B.; Todd A. Epstein. "Aprendizaje dinámico con PNL". Urano, 1997.

·          Weerth, R. "La PNL y la imaginación". Sirio, 1998.

           Hellinguer, Bert. "Las órdenes del Amor". Herder

6. Metodology

This kind of analysis can only be learned in a practical way, therefore the course will be participatory and aimed at the process analysis.

In every class, practical exercises will be done and several options will be debated.

The objective is to provide tools to analyze processes from different options, thus that is what the course will consist of, and these concepts will be learnt through practice.

 

7. Planning of activities

Week	ACTIVITIES IN THE CLASSROOM	ACTIVITIES OUTSIDE THE CLASSROOM
Week 1	10th January session: Introduction to the course. Presentation of the program. The importance of the first perception.     12th January session: Biological bases of the consumer's behaviour.	Beggining of the project "Barcelona and its communicative process".
Week 2   Classic quality analysis versus other analysis.   Transactional roles.	17th January session: The impossibility of not communicating. The quality research of classic and conventional analysis. Roles analysis.   Practical exercises of classic and non-classic analysis.   19h January session: Introduction to transactional analysis Roles exercise.	Project "Barcelona and its communicative process" and brand analysis.
Week 3   Information and distortions.	24th January session: The role change. When the consumer knows something else about the brand.   Role changes task.   26th January session: NLP notions. Practical task.	Project "Barcelona and its communicative process" and brand analysis.
Week 4   The importance of selecting the channel.	31st January and 2nd February sessions: Perceptive channels. Channels exercise.   Communication channels, new channels and the 3.0.	Project "Barcelona and its communicative process" and brand analysis.
Week 5 Interpretation of a communiction process.	7th and 9th February sessions: Project presentation What does Barcelona communicate and who to?	Project "Barcelona and its communicative process" and brand analysis.
Week 6     The internal process and its importance.	14th and 16th February sessions:   The emotional effect and how to modify it. Theory and practice: exercise to regularize the emotional effect, the adult figure and the channel.	A trademark communicative process analysis.
Week 7   Communicative processes analysis.	21st and 23th February sessions: Specific cases analysis. Project final presentation.	A trademark communicative process analysis.
Week 8   The debate as a communicative process.	28th February and 2nd March sessions: Project final presentation. Difference between what is said and what is perceived.	A trademark communicative process analysis. To gather information for the week 9 task.
Week 9   Language metaphors analysis for the brands territories.	7th and 9th March sessions:   Language metaphors and its social importance.   Brands territories task.
Week 10   Assessment of the different methods studied in class.	14th and 16th March sessions:   Adventages and disadvantages of the different communicative processes research systems.