El Grau en extinció Assignatures Itinerari curricular 2013-2014 Plans docents - 2013 - 2014 Public Relations and Advertising Online 2013-2014Public Relations and Advertising Online 2013-2014
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| PLA DOCENT | |||||||||
| Name of the workshop | Public Relations and Advertising Online | Teaching format | B | ||||||
| Workshop teacher | Prof. A. Llorens | Recommended prior knowledge | --- | Timetable | Unique | ||||
| General description of workshop | Workshop focused on the study of online channels, tools and strategies to reach publics and target groups effectively. | ||||||||
| Language | English | Tipus | OB | ||||||
| Technical requirements | At the room: --- | ||||||||
| To be provided by the student: --- | |||||||||
| Format | Scheduled during the 2nd semester. | ||||||||
| Date of proposal: 15/10/2012 |
| Date of last update: 27/05/2013 |
| Date of validation by the School Academic Committee: 18/06/2013 |
| Workshop Program | |||||||||
| Block 1 | Title: THEORETICAL CONTEXTUALIZATION | ||||||||
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Subject 1. Introduction to Public Relations and Advertising Online 1.1. What is and what is not PR and Advertising Online Subject 2. Online Reputation and the communities 2.1. Online reputation and its importance Subject 3. Advertising Online revenue models and strategies 3.1. Advertising Online; Concepts Subject 4. Tendencies 4.1. SO-LO-MO Subject 5. Presentations and evaluations |
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| Block 2 | Title: PRACTICAL ACTIVITIES | ||||||||
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This workshop has an eminently practical character. |
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| Competences associated to the Workshop | |||||||||
| C1 | Ethical commitment. | ||||||||
| C2 | Learning and responsibility ability. | ||||||||
| C3 | Work in teams. | ||||||||
| C4 | Creative and enterprising ability. | ||||||||
| C6 | Theoretical and practical knowledge about advertising and PR so as about their processes and organizational structures. | ||||||||
| C7 | Knowledge about design and development of strategies and implementation of persuasive communication policies to the public and private companies or institutions. | ||||||||
| C12 | Knowledge about the management of the functional areas of communication. | ||||||||
| C13 | Ability to exercise as professionals in charge of the customer support in advertising and PR. | ||||||||
| Workshop General Objectives | OGT associated to each one of the competences | |||||||||||
| (OGT) | C1 | C2 | C3 | C4 | C6 | C7 | C12 | C13 | ||||
| OG1.- The student will learn the main characteristics of online Public Relations and Advertising. | X | |||||||||||
| OG2.- He/she will learn to identify target groups and develop specific online techniques. | X | X | ||||||||||
| OG3.- He/she will learn to create and evaluate an online advertising campaign. | X | X | ||||||||||
| OG4.- The student will learn to manage online reputation. | X | X | ||||||||||
| OG5.- The student will learn to work together in the creation of an online PR and Advertising campaign. | X | X | X | X | ||||||||
| Specific objectives of each block | |||||||||
| Blocks | Objectives to each block of the program | SO related to each one GO | |||||||
| OG1 | OG2 | OG3 | OG4 | OG5 | |||||
| 1 | SO1.- To develop interest about online PR and Advertising. | X | X | ||||||
| SO2.- To differentiate publics and understand their characteristics. | X | X | |||||||
| SO3.- To organise, and analise online inputs. | X | X | |||||||
| SO4.- To discuss and agree on a unified strategy and online techniques when working in group. | X | X | X | ||||||
| SO5.- To improve the presentation in public of a team developed project. | X | ||||||||
| 2 | SO6.- Placement test. | X | |||||||
| SO7.- Publics vs Techniques. | X | X | |||||||
| SO8.- Online campaign evaluations. | X | ||||||||
| SO9.- Re-reputation Online. | X | ||||||||
| SO10.- Online PR & Advertising Campaign. | X | X | X | X | X | ||||
| Read Glossary types of educational activities (according to the UB description) |
| Total summary of formative activities | |||||||||||
| Hores | |||||||||||
| Types of educational activities | Total | Hours at Classroom (with teacher) | Hours of personal work | ECTS credits | |||||||
| A) Theory | 50 | 18 | 32 | 2 | |||||||
| B) Theory-practice | |||||||||||
| C) Tutee work | |||||||||||
| D) Autonomous work | |||||||||||
| General sources of the workshop (also online) |
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LÓPEZ GÓMEZ, M. (2011) Libro SEO. Posicionamiento en Buscadores. Ed. Bubok GONZALEZ A. Blog Antonio Gonzalez. Ebook - Pdf |
| Evaluation: Specific Information |
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| Continuous evaluation | |||||||||||||
| Name of the educational activity | Activity description | Workgroups or Individual work |
Compulsory Yes/No |
% on the note. Max. of 60% for each activity |
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| Lectures & Discussion |
Lectures and discussion in 80% of the classes (attendance) |
Individual work | Yes | 0% | |||||||||
| Application activities |
Identify publics and create specific techniques |
Individual work | Yes | 15% | |||||||||
| Application activities |
Evaluation of real online campaigns |
Individual work | Yes | 15% | |||||||||
| Application activities |
Online repositioning of different brands |
Individual work | Yes | 15% | |||||||||
| Teamwork / Producing a portfolio of work |
Creation of a reduced Online PR & Advertising Campaign |
Group work | Yes | 40% | |||||||||
| Presentation |
PR & Advertising Campaign Public Presentation |
Group work | Yes | 15% | |||||||||
| Teacher notes |
| Aula Virtual (Moodle) |
