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. B. Coordination Head of Studies
Language English Session Morning and Afternoon
Type OB ECTS Credits 6 Semester Fourth Academic year 19-20

 

Written: 05/07/2010
Last Up-dated and Checked: 17/04/2020
Date of validation by the Executive Committee: 17/04/2020

General course organization and Methodology
The Subject is organised in 2 blocks: Writing for Public Relations and Writing for Marketing and Advertising, which is divided into 4 specific themes. Each theme develops a specific lexical points, for example types of typical texts of the correct register are studied and the techniques necessary to be able to write texts in the relevant styles. Apaaty from this there are related themes, such as street and guerrilla marketing. These areas will also address the typical problems that emerge from English grammar, such as the correct structure of a sentence, ortografph or “false friends” (“Back to basics”).

Even though the subject is focussed on written English, the course also icludes activites that activate speaking, reading, and listen, related to each theme covered in the course. It is recommended that students atatend the sessions.

While the principle objective of the course is focused on written English, in the second hour of class other activities will address other areas of English language learning and vocabulary of the topic related to the content of the course, like, as an example: 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
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
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   
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>.
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.
SULLIVAN, L. Hey Whiffle, Squeeze This: A Guide to Creating Great Advertising. London. John Wiley & Sons. 2008. ISBN: 0470190736. 
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.
  • Marks will be given for correct grammar and spelling, style and appropriacy of message. 
  • 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 single 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.
  • To recieve the grade of "Matricula d'honor", the student must acheive an overall grade of 10, and, according to the regulations, the number of Honours Grades can not exceed 5% of the total number of students registered in the subject.
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 Activity (Advertorial) Writing of a text from Block 1, to be selected by the teacher. Individual YES 15%
2 1-2 Activities (Press Release) Writing of a text from Block 2, to be selected by the teacher. Individual YES 15%
3 1-2 Activity Writing short texts from Blocks 1 and 2, to be selected by the teacher. This activity will be submitted in the class at a date to be specified. Individual / Pair YES 15% 
1-2 Activity Writing of short text from Blocks 1 and 2, to be selected by the teacher. Individual / pair YES 15%
5 1-2 Exam 

The exam consists of a minimum of 40 theoretical/practical questions with four possible answers. To pass the test it is necessary to respond correctly to 30 questions (or the proportional percentage should the test consist of more than 40 questions).

Individual YES 40%
There is the possibility of a Guest Lecturer to provide students with experience, advice, and concepts and vocabulary from the professional workplace.

 

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
Exam

The exam consists of a minimum of 40 theoretical/practical questions with four possible answers. To pass the test it is necessary to respond correctly to 30 questions (or the proportional percentage should the test consist of more than 40 questions).

 

Producing 1 text 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. It must be submitted before date of the exam.

100%

 

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 Exam

The exam consists of a minimum of 40 theoretical/practical questions with four possible answers. To pass the test it is necessary to respond correctly to 30 questions (or the proportional percentage should the test consist of more than 40 questions).

 

Producing 1 text 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. It must be submitted before date of the exam.

100%

 

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
Exam

The exam consists of a minimum of 40 theoretical/practical questions with four possible answers. To pass the test it is necessary to respond correctly to 30 questions (or the proportional percentage should the test consist of more than 40 questions).

 

Producing 1 text 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. It must be submitted before date of the exam.

100%

Teacher Notes
Aula Virtual (Moodle)