Institutional, Social and Political Advertising Project (20541)
Degree/study:Bachelor's Degree in Advertising and Public Relations
Year: fourth
Term: 3rdNumber of ECTS credits: 6 credits
Hours of studi dedication: hours
Teaching language or languages: catalan
Teaching Staff: Josep Antoni Aira Foix/José Maria Brugués del Moral
1. Presentation of the subject
Clients, users and consumers' awareness-raising has a correlation not only in a much more customized information processing, but also in the fact that companies just as much as administrations and public institutions must act with utmost transparency to build up and maintain a positive reputation in the individual and collective imaginary. The relation with the different stakeholders that can determine our business is one of the keys of communication policies and strategies at the present time.
The Institutional, Social and Political Advertising Project course aims at implementing a public relations program from the global perspective of business strategy. This strategy manages the required actions to enable a broader, more coherent and more efficient communication between the different targets, becoming more segmented but also more qualified and revolutionary active.
As the course is eminently practical and based on team working, the competences and tasks that will be assessed throughout the term, as well as the briefing that students must respond, are described below.
2. Competences to be attained
1. To understand the Public Relations (PR) concept and discipline within the context of social sciences. To contextualize the concept of PR in the current public and private organizations framework.
2. To identify the PR forms and theories. To understand the difference between advertising and PR strategies.
3. To know the functions, roles and interrelationships between the different agents involved in PR. To identify the structural frameworks of every implied agent.
4. To identify the means and techniques for PR strategic communication. To have an overview of the PR profession as a management strategy.
5. To be able to conceive, design and prepare a project for its implementation.
6. To know the programming tools and the PR campaign development process. To understand the difference between advertising and PR strategies. To defend and debate the studied contents in public.
7. To use in a creative and lively way the concepts and theories from the course for the analysis of the more representative communication processes and PR techniques, in order to offer students an overview of these professions in the current world
3. Contents
Presentation
Professors' introduction and global approach of the assessed project. Groups and briefings distribution.
1. Research
What is expected:
· Every group will have to analyze their corresponding briefing and to establish the resulting communication problems, taking into account the field and market context of the chosen institution, association or organization. Background analysis.
· Comprehension of the current position of the institution, association or organization versus what is expected to achieve. The communication audit as a situation analysis tool.
· Coherence in the research conclusions in DAFO format: weaknesses, threats, strengths and opportunity analysis.
What is valued (assessment criteria):
· Capacity for understanding the communication needs on the basis of the business/ institution strategy.
· To show that the field in which the institution, association or organization operates and its challenges are understood.
· Capacity for identifying and prioritizing the main targets in terms of corporate strategy.
· To verify that a good analysis of the operating environment has been done.
Weight in the final grade: 15% of the final grade.
2. Strategic approach
What is expected:
· After the first research phase, to determine the objectives to be achieved in the communication plan (in answer to the problems).
· Capacity for positioning communication in the general organizations context and for understanding how they can have a leverage effect on the corporate action, in order to achieve the main goals.
· Quality and differentiation of the communication objectives according to if they are suitable or not to improve the problems described in the previous phase (coherence of objectives on the basis of DAFO , not to be confused with strategies or actions).
· Identification and description of the priority and secondary targets of the communication plan, depending on the goals to be achieved.
· To articulate a coherent and effective message (main line of argument in the communication plan).
What is valued (assessment criteria):
· Capacity for exposing and understanding clear, realistic and measurable objectives.
· Capacity for understanding the connection and interrelation between the different targets and distinguishing the plan targets.
· Quality versus quantity regarding objectives and targets (effectiveness relations versus investments (time and money)].
· Capacity for communicating versus informing, aroused by the strategic approach.
Weight in the final grade: 15% of the final grade. 80% of this percentage belongs to the contents and the 20% to the presentation.
4. Assessment
What is expected:
· An action plan (description and planning). It must foresee an hypermedia/ audiovisual action aimed at the targets.
· Developing one of the described actions, using the available hypermedia/ audiovisual resources.
· A methodological approach of the actions and expected result assessment.
What is valued (assessment criteria):
· Coherent definition of actions (techniques and strategies) and the way to measure them (success and unsuccess assessment parameters prior to the actions executions).
· Creativity in the proposed actions (new format platforms and tools assessment).
· Actions local value depending on the plan operability scope: adaptations of the action ideas versus the Spanish social reality.
Weight in the final grade:
· Action plan phase: 15% of the final grade.
· Assessment phase: 15% of the final grade.
4. The report and its presentation
During week 11, every group will present their work in public, simulating an hypothetical presentation to the client company.
What is expected:
· A quality, clear and concise presentation, highlighting the project benefits according to the briefing presented to the client. It is possible to use a technological support for the presentation, as long as it's different from the report that must be handed over in paper.
What is valued (assessment criteria):
· Synthesis capacity and clarity during the presentation.
· Capacity for persuading the client to buy the project.
Weight in the final grade: 40% of the final grade. 80% of this percentage belongs to the contents and the other 20% to the presentation. The projects, written in paper, will be handed over at the professor's office a week after the presentation.
Academic assessment of the project
The project final grade is the sum of the continuous assessment of the different parts of the project and the final report and presentation.
As it has been previously stated, every part has a weight of the 15% on the grade, in total 60% (15 x 4). The other 40% belongs to the report assessment (contents and presentation during week 11).
The following chart shows the weight every part has on the final grade:
|
PERCENTAGES OF THE FINAL COURSE GRADE |
||
|
Continuous assessment |
|
|
|
Research |
15% |
|
|
Strategic approach |
15% |
Contents: 80% Þ 12% Presentation: 20% Þ 3% |
|
Action and assessment approach |
15% |
|
|
Audiovisual / hypermedia product |
15% |
|
|
REPORT |
40% |
Contentsw: 80% Þ 32% Presentation: 20% Þ 8% |
|
TOTAL |
100% |
Total Þ 100% |
7. Planning of activities
The applied assessment criteria are described in the section "Course structure".
Nonetheless, and prior to these criteria, the following ones are established for every project phase. Should they not be met, they will imply an "absent" as the final course grade:
· Attending the group classes and with an active participation.
· Attending the tutoring sessions, according to the calendar set up by the professors.