El Grau en extinció Assignatures Itinerari curricular 2016-2017 Plans docents - 2016 - 2017 Historic Anglès: Expressió EscritaAnglès: 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. G. Belligoi | Coordination | Head of Studies | ||||||
| Language | English | Session | Morning and Afternoon | ||||||
| Type | OB | ECTS Credits | 6 | Semester | 4th | Academic year | 16-17 | ||
| Written: 05/07/2010 |
| Last Up-dated and Checked: 10/06/2016 |
| Date of validation by the Executive Committee: 10/06/2016 |
| General course organization and Methodology | |||||||||
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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. 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”). 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, qualities of a PR professional, jobs in PR/advertising, product placement and endorsement, stereotyping, offensive advertising, Corporate Social Reponsibility, misleading advertising, crisis management, successful PR and advertising campaigns. |
| Course Topics | |||||||||
| Block 1 | Name: Writing for Marketing and Advertising | ||||||||
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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. |
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| Block 2 | Name: Writing for PR | ||||||||
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Topic 5. Essential vocabulary for PR. Emails. Summarizing. Back to basics: Redundancy, formal / informal registers.Writing workshop: a business email. |
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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 | 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 |
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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 | |||||
| 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 |
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| 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 |
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| 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: Bibliography and useful links |
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Grammar and writing resources: Lousy Writer. [en línia]. [Consulta: 22/05/2014]. Disponible a: <www.lousywriter.com>. Swan, M., Walter, C. The Good Grammar Book with answers. Oxford: Oxford University Press, 2001. ISBN: 9780194315197. The Purdue Owl online writing lab. Grammar. [en línia]. [Consulta: 09.05.2016]. Disponible a: <owl.english.purdue.edu/owl/section/1/5/>. Public Relations reference and resources: Business Balls, PR, Press releases. [en línia]. [Consulta: 09.05.2016]. Disponible a: <www.businessballs.com/market.htm#PR>. Dubicka, Ionna & O'Keeffe, Margaret. Market Leader Advanced, Writing file, Units 4 & 6 by Iwonna Dubicka & Margaret 0’Keeffe. London: Pearson Educationm,2016, third edition extra. ISBN: 978-1-292-13527-4. PR Week UK online version. [Consulta: 22/05/2014]. Disponible a: <www.prweek.co.uk>. Marketing and advertising reference and resources: Business Balls, Marketing and Advertising Tips.[en línia]. [Consulta: 09.05.2016]. Disponible a: <www.businessballs.com/market.htm>. Campaign online version.[en línia]. [Consulta: 09.05.2016]. Disponible a: <www.campaign.co.uk>. Farrall, C., Lindsay, M. Professional English in Use: Marketing. Cambridge: Cambridge University Press, 2008. ISBN: 9780521702690. Haymarket Media Group. Brand Republic.[en línia]. [Consulta: 09.05.2016]. Disponible a: <www.brandrepublic.com>. |
| Read Assessment: General Information about the Degree |
| Course-specific assessment system information |
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| 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 | Classes magistrals | Assistència i participació activa de l'estudiant com a mínim del 80% de les sessions. | Individual | YES | 10% | |||||||
| 2 | 1-2 | Activitats d'aplicació | Redacció d'un text del Bloc 1, a triar per la docent. | Group (2 individuals) | YES | 15% | |||||||
| 3 | 1-2 | Activitats d'aplicació | Redacció d'un text del Bloc 2, a triar per la docent. | Individual | YES | 15% | |||||||
| 4 | 1-2 | Activitats d'aplicació | Redacció de quatre textos curts dels Blocs 1 i 2, a triar per la docent. Valor: 5% cada una. | Individual | YES | 20% | |||||||
| 5 | 1-2 | Examen |
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% | |||||||
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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 | |||||||||||
| Activitats d'aplicació | 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 | Examen |
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% |
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| 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. |
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. The maximum final mark will be 5. |
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| Nom activitat formativa | Descripció detallada de l'activitat formativa | % of grade | |||||||||||
| Examen |
Producing 2 texts from among those studied chosen by the lecturer. |
100% | |||||||||||
| Teacher Notes |
| Aula Virtual (Moodle) |
