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. 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

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”).
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. 
L’assignatura s’impartirà en anglès. És 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, 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

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. 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: Redundancy, 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: Bibliography and useful links

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 BBC. Learn English. [en línia]. [Consulta: 09.05.2016]. Disponible a: <www.bbc.co.uk/learningenglish>.
The British Council. Learn English. [en línia]. [Consulta: 09.05.2016]. Disponible a: <www.britishcouncil.org>.

The Purdue Owl online writing lab. Grammar. [en línia]. [Consulta: 09.05.2016]. Disponible a: <owl.english.purdue.edu/owl/section/1/5/>.
The Purdue Owl online writing lab. Email Etiquette. [en línia]. [Consulta: 09.05.2016]. Disponible a: <owl.english.purdue.edu/owl/resource/636/1/>.
VV.AA. Longman Advanced Learners’ Grammar Mark Foley & Diane Hall (self-study practice book with answers). London: Pearson Education, 2008. ISBN: 978-0-582-40383-3

Public Relations reference and resources:
Behind the Spin. [Consulta: 22/05/2014]. Disponible a: <www.behindthespin.co.uk>.

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.
Publicity Insider. [Consulta: 22/05/2014]. Disponible a: <www.publicityinsider.com>.

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>.
Business English site, marketing and advertising vocabulary exercises.[en línia]. [Consulta: 09.05.2016]. Disponible a: <www.businessenglishsite.com/business-english-marketing-sales.html>.
Sullivan, L. Hey Whiffle, Squeeze This: A Guide to Creating Great Advertising. London. John Wiley & Sons. 2008. ISBN: 0470190736.

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>.
Hegarty, J. Hegarty on Advertising: Turning Intelligence into Magic. London: Thames and Hudson Ltd., 2010. ISBN: 0500515565.
VV.AA. Copywriting: successful writing for design, advertising and marketing. London: Laurence King Publishing Ltd, 2012, second edition. ISBN: 978-1-78067-000-3.

Read Assessment: General Information about the Degree
Course-specific assessment system information
      • Check the end of assessment period and academic management calendar.

      • Plagiarism and/or the copying of assessed activities will result in the assessed work in question receiving a 'fail' mark and may lead to the student/s concerned failing the course. The School may also decide to take disciplinary measures.

        • Work handed in late or in formats other than stated for assessment purposes will not be accepted, neither will any alternative work be accepted to pass the course.
          • Class attendance is recommended in all cases, also for students who have opted for the Exam Only Assessment System. Check cases in which it is mandatory.
    • All learning activities are graded from 0-10.
    • The minimum grade required to pass each learning activity is 5.
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 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%

 

Retake under the Continuous 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.
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.
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%
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%

 

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.
Nom activitat formativa Descripció detallada de l'activitat formativa % of grade
Examen

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

 100%

Teacher Notes
Aula Virtual (Moodle)
Categoria: Plans docents - 2016 - 2017 Historic