Anglès: Expressió Escrita 2014-2015

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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 14-15

 

Written: 05/07/2010
Last Up-dated and Checked: 16/06/2014
Date of validation by the Executive Committee: 16/06/2014

General course organization and Methodology
L’assignatura està organitzada en 2 blocs: Writing for Public Relations i Writing for Marketing and Advertising, que es divideixen en 4 temes concrets. A cada tema es treballarà el lèxic especialitzat, uns exemples de textos típics del registre estudiat i les tècniques necessàries per a poder després redactar textos en els estils adients. A banda d’això hi entren altres temes relacionats, com el street and guerrilla marketing o l‘ad-busting. Hi entren també activitats enfocats en els problemes típiques de gramàtica anglesa, com per exemple l’estructura correcte de la frase, l’ortografia o els “false friends” (“Back to basics”).
Tot i que l’assignatura estigui enfocat a l’anglès escrit, també hi ha activitats de parlar, llegir i escoltar relacionats amb cada tema a tractar. Per a promocionar el costum de llegir la premsa en anglès, cada setmana es dedicarà temps de classe a llegir, exposar i discutir una noticia o un tema de l’actualitat, escollit i presentat pels alumnes i dirigits per la docent.
L’assignatura s’impartirà en anglès. Es recomanable assistir a classe.

Course Topics
Block 1 Name: Writing for PR

Topic 1. Essential vocabulary for PR. Emails. Summarizing. Back to basics: Formal / informal registers.Writing workshop: a business email.
Topic 2. Articles and feature articles. Writing effective paragraphs and topic sentences. Back to basics: English sentence structure.Writing workshop: a feature article.
Topic 3. Press releases. Back to basics: controlling narrative tenses.Writing workshop: a press release
Topic 4. Blogging and micro-blogging. Back to basics: false friends.Writing workshop. A blog post.
Block 2 Name: Writing for Marketing and Advertising

Topic 5. Promotional copy-writing. Essential vocabulary for marketing. Street and guerrilla marketing.Writing workshop: a promotional text. Back to basics: singular / plural nouns.
Topic 6. Writing advertising copy. Essential vocabulary for advertising and branding. Analyzing print advertisements. Ad-busting. Back to basics: accuracy in written English.Writing workshop: body copy for a print advertisement.
Topic 7. Slogans and taglines. Back to basics: words with several meanings. Writing workshop: advertising slogans.
Topic 8. Advertorials. Back to basics: spelling and punctuation (incl. British and American spelling). Writing workshop: an advertorial.

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  GO's 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
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
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
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.
Grammar and writing resources:

-Swan, M., Walter, C. The Good Grammar Book with answers. Oxford. Oxford University Press. 2001. ISBN: 9780194315197.
- The BBC. "Learn English". [Consulta: 22/05/2014] Disponible en: http://www.bbc.co.uk/learnenglish
- The British Council. "Learn English". [Consulta: 22/05/2014] Disponible en: http://www.britishcouncil.org
- Lousy Writer. [Consulta: 22/05/2014]. Disponible en: http://www.lousywriter.com

Public Relations reference and resources:

- PR Week UK online version. [Consulta: 22/05/2014]. Disponible en: http://www.prweek.co.uk
- Behind the Spin. [Consulta: 22/05/2014]. Disponible en: http://www.behindthespin.co.uk
- Publicity Insider. [Consulta: 22/05/2014]. Disponible en: http://www.publicityinsider.com

Marketing and advertising reference and resources:

- Sullivan, L. Hey Whiffle, Squeeze This: A Guide to Creating Great Advertising. London. John Wiley & Sons. 2008. ISBN: 0470190736.
- Hegarty, J. Hegarty on Advertising: Turning Intelligence into Magic. London. Thames and Hudson Ltd. 2010. ISBN: 0500515565.
- Farrall, C., Lindsay, M. Professional English in Use: Marketing. Cambridge. Cambridge University Press 2008. ISBN: 9780521702690.
- Campaign online version. [Consulta: 22/05/2014]. Disponible en: http://www.campaign.co.uk
- Haymarket Media Group. Brand Republic. [Consulta: 22/05/2014]. Disponible en: http://www.brandrepublic.com

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.
Check the end of assessment period and academic management calendar.
Class attendance is recommended in all cases. Also for those students who have opted for Exam Only Assessment System. Check cases in which is mandatory.
Continuous Assessment System
Requirements: unless they indicate to the contrary, all students will be assessed under this system.
Sequen-
ce		 Block Name of Learning Activity Detailed description of Learning Activity Group or Individual Compulsory
Yes/No		 % of mark
1 1-2 Activitats d'aplicació - Redacció d'un text del Bloc 1, a triar per la docent. Individual. 25% de la nota final.
- Redacció d'un text del Bloc 2, a triar per la docent. Grupal. 25% de la nota final.
- Resumen d'una notícia o tema de actualitat, a triar pels estudiants. Bloc 1 i 2. Grupal. 10% de la nota final.		 Group Yes 60%
2 1-2 Examen escrit

Un exercici de lèxic; l’anàlisi d’un anunci de premsa o un exercici de comprensió de lectura; la redacció d’un text d’entre els estudiats.

 Individual Yes 40%

 

Retake under the Continuous Assessment System
Requirements: students with final grades between 4.5 and 5 out of 10 qualify for the retake.
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.
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.

Completing a vocabulary exercise.
Grades will be awarded for the quality of the work (register, creativity, presentation) as well as for the level of English.

60%

 

 

40%

 

Retake under the Exam Only Assessment System
Requirements: students with final grades between 4.5 and 5 out of 10 qualify for the retake.
Nom activitat formativa Descripció detallada de l'activitat formativa % of grade
Written exam

Producing 2 texts from among those studied chosen by the lecturer.
Completing a vocabulary exercise.

 100%

Teacher Notes
Aula Virtual (Moodle)
Categoria: Plans docents - 2014 - 2015