Anglès: Expressió Escrita 2013-2014
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| DEGREE IN ADVERTISING AND PR: COURSE TEACHING PLAN | |||||||||
| Course | English: Writing | Code | 360586 | ||||||
| Area | M11. English for Advertising and PR | Subject Code | B | ||||||
| Previous requirements | It is advisable to have passed most of the core courses. | ||||||||
| Teacher | Prof. C. Black | Coordination | Head of Studies | ||||||
| Language | English | Session | Morning and Afternoon | ||||||
| Type | OB | ECTS Credits | 6 | Semester | 4th | Academic year | 13-14 | ||
| Written: 05/07/2010 |
| Last Up-dated and Checked: 27/05/2013 |
| Approved by the Academic Board: 18/06/2013 |
| General course organization and Methodology | |||||||||
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The teaching methodology used aims to enable students to integrate theoretical concepts (lexis and register) with practical skills: learning to produce different types of texts for advertising and PR inn English. As students have different levels of English, a further aim is to include learning activities which are accessible and useful to all. The course also aims to enhance student involvement in the learning process and an active attitude in the classroom. The course is organised into 2 blocks: Writing for PR and Writing for Advertising, which are then divided into specific topics. Specialist vocabulary is introduced at the beginning of each topic, together with examples of texts from the register in question and the techniques used for producing them are studied so that they can then be applied by students in the production of their own texts. In addition, related questions such as street and guerrilla marketing, social media and ad-busting are looked at. All the pieces of written work produced require students to acquire knowledge and strategies involved in writing texts in English and the tasks are carried out in pairs or small groups. The focus of the course is written English but activities involving speaking, reading and listening have also been included. The course is taught in English and the level is B2 / upper intermediate (equivalent to Cambridge FCE) |
| Course Topics | |||||||||
| Block 1 | Name: Writing for PR | ||||||||
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Topic 1 Aspects of PR. An introduction to PR: PR definitions, what the work consists of, & vocabulary; PR case studies: Johnson & Johnson, Perrier, & Tesco’s; social media for PR |
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| Block 2 | Name: Writing for Marketing and Advertising | ||||||||
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Topic 4 Aspects of marketing. An introduction to marketing. Marketing concepts and vocabulary. Marketing a product or service. Street and guerrilla marketing. Writing promotional texts (persuasive language). |
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| Associated Competences | |||||||||
| C5 | Communicative competence. | ||||||||
| C8 | Knowledge of the strategies and processes involved in creating and producing advertising messages. | ||||||||
| C9 | Knowledge of the strategies and processes involved in creating and producing messages for PR. | ||||||||
| C10 | Knowledge of the strategies and processes involved in creating and producing journalistic messages. | ||||||||
| General Course Objectives | ||||||||
| General Course Objectives | GOs associated with each competency | |||||||
| (GO) | C5 | C8 | C9 | C10 | ||||
| GO1.- To consolidate and extend theoretical knowledge about the English language (grammar and lexis). | X | X | X | X | ||||
| GO2.- To improve the ability to understand the written and spoken language and accept it as the language in which the course is taught. | X | |||||||
| GO3.- To learn how to identify and analyse the characteristics of organisation, style and lexis (register) of written advertising and PR messages. | X | X | X | X | ||||
| GO4.- To apply the knowledge acquired to produce various types of text related to the fields of advertising and PR. | X | X | X | X | ||||
| GO5.- To demonstrate the ability to work in a team as well as alone during the learning process. | X | |||||||
| Description of the specific objectives of each block | |||||||||
| Blocks | Specific objectives of each block of topics | SO associated with each GO | |||||||
| OG1 | OG2 | OG3 | OG4 | OG5 | |||||
| 1 | SO1.- To learn about and analyse the general and specific features of the main types of written messages used PR in English. | X | X | X | X | ||||
| SO2.- To develop and demonstrate the ability to express oneself in written English and to use structured and coherent arguments. | X | X | X | X | |||||
| SO3.- To develop and demonstrate the ability to use English grammar and lexis accurately. | X | X | X | X | |||||
| SO4.- To learn and use technical lexis related to PR and advertising. | X | X | X | X | |||||
| SO5.- To demonstrate autonomy in carrying out tasks and be able to criticise one’s own work. | X | ||||||||
| 2 | SO6.- To develop the ability to analyse and criticise advertising messages in English. | X | X | X | X | ||||
| SO7.- To learn how to produce press advertisements (texts and slogans) in English. | X | X | X | X | |||||
| SO8.- To learn and use technical lexis related to advertising. | X | X | X | ||||||
| SO9.- To apply knowledge acquired correctly. | X | X | X | ||||||
| SO10.- To demonstrate the ability to work as part of a team. | X | ||||||||
| Read Glossary types of educational activities (according to the UB description) |
| Summary of learning activities | |||||||||||
| Hours | |||||||||||
| Type | Total | Classroom | Remote |
ECTS Credits |
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| A) Theory | 30 | 30 | 0 | 1.2 | |||||||
| B) Theory and practice | 20 | 20 | 0 | 0.8 | |||||||
| C) Supervised work | 35 | 6 | 29 | 1.4 | |||||||
| D) Autonomous work | 65 | 0 | 65 | 2.6 | |||||||
| Total | 150 | 56 | 94 | 6 | |||||||
| Distribution hours | Block 1 | Block 2 | Block 3 | ||||||
| Total: 150 | 75 | 75 | --- | ||||||
| Block 1 Learning Activities | |||||||||||||||
| Classroom learning | Remote learning | ||||||||||||||
| Sub-type A - THEORY | Total Type A |
Sub-type B - THEORY AND PRACTICE |
Total Type B |
Sub-type C - SUPERVISED WORK | Total Type C |
Type C Classroom learning | Tipus C Remote learning | Sub-type D – AUTONOMOUS WORK | Total Type D |
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| A.1) Lectures | 6 | B.1) Applied activities | 10 | C.1) Seminars | -- | 2 | 15 | D.1) Autonomous student work | 33 | ||||||
| A.2) Discussions | 5 | B.2) Production of a portfolio | 0 | C.2) Comparison of expectations | -- | 0 | 0 | ||||||||
| A.3) Presentations | 0 | B.3) Role-plays | 0 | ||||||||||||
| A.4) Talks | 1 | B.4) Visits | 0 | ||||||||||||
| A.5) Round tables | 0 | ||||||||||||||
| A.6) Group work | 2 | ||||||||||||||
| A.7) Written paper and/or Exam | 1 | ||||||||||||||
| Block 2 Learning Activities | |||||||||||||||
| Classroom learning | Remote learning | ||||||||||||||
| Sub-type A - THEORY | Total Type A |
Sub-type B - THEORY AND PRACTICE |
Total Type B |
Sub-type C - SUPERVISED WORK | Total Type C |
Type C Classroom learning | Tipus C Remote learning | Sub-type D – AUTONOMOUS WORK | Total Type D |
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| A.1) Lectures | 5 | B.1) Applied activities | 10 | C.1) Seminars | -- | 4 | 0 | D.1) Autonomous student work | 32 | ||||||
| A.2) Discussions | 5 | B.2) Production of a portfolio | 0 | C.2) Comparison of expectations | -- | 0 | 9 | ||||||||
| A.3) Presentations | 0 | B.3) Role-plays | 0 | ||||||||||||
| A.4) Talks | 0 | B.4) Visits | 0 | ||||||||||||
| A.5) Round tables | 1 | ||||||||||||||
| A.6) Group work | 2 | ||||||||||||||
| A.7) Written paper and/or Exam | 1 | ||||||||||||||
| Basic Sources of Information: bibliographic, electronic, audiovisual, etc. |
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A Technique for Producing Ideas. Webb-Young, J. McGraw-Hill 2003 http://www.bbc.co.uk/learnenglish |
| Read Assessment: General Information about the Degree |
| Course-specific assessment system information |
| All learning activities are graded from 0-10. The minimum grade required to pass each learning activity is 5 out of 10. Check the end of assessment period and academic management calendar. |
| Continuous Assessment System Requirements: unless they indicate to the contrary, all students will be assessed under this system. |
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| Sequen- ce |
Block | Name of Learning Activity | Detailed description of Learning Activity | Group or Individual | Compulsory Yes/No |
% of mark | |||||||
| 1 | 1-2 | Applied activities |
Activity 1: a press release Grades will be awarded for the quality of the work (register, creativity, presentation) as well as for the level of English. |
Group | Yes | 60% | |||||||
| 2 | 1-2 | Exam |
Written exam: vocabulary exercises; analysing a press advert or commenting on a text about a topic previously studied; writing a text from among those studied on the course. |
Individual | Yes | 40% | |||||||
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Retake under the Continuous Assessment System |
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| Name of Learning Activity | Detailed description of Learning Activity | % of grade | |||||||||||
| Written paper | Producing a text from among those studied (chosen by the lecturer); to be given in on the day of the exam. | 40% | |||||||||||
| Written exam | Producing 2 texts from among those previously studied. Grades will be awarded for the quality of the work (register, creativity, presentation) as well as for the level of English. |
60% | |||||||||||
| Exam Only Assessment System Requirements: students wishing to be assessed under the exam only system must submit a formal application within the time frame and in the format set out in the academic calendar. |
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| Sequence | Name of Learning Activity | Detailed description of Learning Activity | % of grade | ||||||||||
| 1 | Written exam |
Producing 2 texts from among the registers studied, to be chosen by the lecturer: a text promoting a product or service / a press advert / a feature article / a blog post / an advertorial. |
60%
40% |
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| Retake under the Exam Only Assessment System Requirements: students with final grades between 4.5 and 5 out of 10 qualify for the retake. |
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| Nom activitat formativa | Descripció detallada de l'activitat formativa | % of grade | |||||||||||
| Written exam |
Producing 2 texts from among those studied chosen by the lecturer. |
100% | |||||||||||
| Teacher Notes |
| Aula Virtual (Moodle) |