Anglès: Expressió Escrita

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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		15-16

Written: 05/07/2010

Last Up-dated and Checked: 08/06/2015

Date of validation by the Executive Committee: 19/06/2015

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 enfocades en els problemes típics de gramàtica anglesa, com per exemple l’estructura correcta de la frase, l’ortografia o els “false friends” (“Back to basics”).
Tot i que l’assignatura estigui enfocada 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 notícia 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.

Malgrat que l'objectiu principal del curs sigui l'espressió escrita, a la segona hora de classe es veuran altres activitats per tractar temes i vocabulari de l'actualitat relacionat amb el contingut del curs, com per exemple: going viral, cool brands, Using YouTube, qualities of a PR officer, jobs in PR/advertising, product placement and endorsement, stereotyping, offensive advertising, Corporate Social Reponsibility, misleading advertising, crisis management, PR campaigns for international crises, and successful advertising/PR campaigns.

Course Topics
Block 1		Name: Writing for Marketing and Advertising
Topic 1. Promotional copy-writing. Essential vocabulary for marketing. Street and guerrilla marketing. Writing workshop: a promotional text. Back to basics: singular / plural nouns; subject-verb agreement. Topic 2. Writing advertising copy. Essential vocabulary for advertising and branding. Analyzing print advertisements. Ad-busting. Back to basics: accuracy in written English; use of articles, a/an and the. Writing workshop: body copy for a print advertisement. Topic 3. Slogans and taglines. Back to basics: words with several meanings; redundancy. Writing workshop: advertising slogans. Topic 4. Advertorials. Back to basics: spelling and punctuation (incl. British and American spelling). Writing workshop: an advertorial.
Block 2		Name: Writing for PR
Topic 5. Essential vocabulary for PR. Emails. Summarizing. Back to basics: Formal / informal registers.Writing workshop: a business email. Topic 6. Articles and feature articles. Writing effective paragraphs and topic sentences. Back to basics: English sentence structure; nouns v. verbs. Writing workshop: a feature article. Topic 7. Press releases. Back to basics: review of verb tenses. Writing workshop: a press release. Topic 8. Blogging and micro-blogging. Back to basics: false friends. Writing workshop. A blog post.

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 // Learning outcomes
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
Total: 150				77		73

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	17	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	6	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	12
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:

- The Purdue Owl online writing lab. Grammar. Disponible a: owl.english.purdue.edu/owl/section/1/5/
- The Purdue Owl online writing lab. Email Etiquette. Disponible a: owl.english.purdue.edu/owl/resource/636/1/
- Longman Advanced Learners’ Grammar Mark Foley & Diane Hall (self-study practice book with answers). Pearson Education 2008, ISBN: 978-0-582-40383-3
- 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 a: www.bbc.co.uk/learningenglish
- The British Council. "Learn English". [Consulta: 22/05/2014] Disponible a: www.britishcouncil.org
- Lousy Writer. [Consulta: 22/05/2014]. Disponible a: www.lousywriter.com

Public Relations reference and resources:

- PR Week UK online version. [Consulta: 22/05/2014]. Disponible a: www.prweek.co.uk
- Behind the Spin. [Consulta: 22/05/2014]. Disponible a: www.behindthespin.co.uk
- Publicity Insider. [Consulta: 22/05/2014]. Disponible a: www.publicityinsider.com
- Market Leader Upper Intermediate, Unit 11 Crisis Management Case study by David Cotton, David Falvey and Simon Kent. Pearson Education 2011. ISBN: 978-1-4082-3709-0
- Market Leader Advanced, Unit 6 Ethics Case study by Iwonna Dubicka & Margaret 0’Keeffe. Pearson Education 2011. ISBN: 978-1-4479-2225-4
- Business Balls, PR, Press releases. Disponible a: www.businessballs.com/market.htm#PR

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 a: www.campaign.co.uk
- Haymarket Media Group. Brand Republic. [Consulta: 22/05/2014]. Disponible a: www.brandrepublic.com
- Business Balls, Marketing and Advertising Tips. Disponible en: www.businessballs.com/market.htm
- Business English site, marketing and advertising vocabulary exercises. Disponible a: www.businessenglishsite.com/business-english-marketing-sales.html

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 it is mandatory.
Deliveries will not be accepted later or in formats or different supports than stated for assessment purposes. Neither it will be accepted any alternative recovery work.

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

1-2

Activitats d'aplicació

Redacció d'un text del Bloc 1, a triar per la docent.

Group (2)

Yes

20%

1-2

Activitats d'aplicació

Redacció d'un text del Bloc 2, a triar per la docent.

Individual

Yes

20%

1-2

Activitats d'aplicació

Redacció de quatre textos curts dels Blocs 1 i 2, a triar per la docent.

Individual

Yes

20% (5% cada un)

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

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 - 2015 - 2016 Historic