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. B. Coordination Head of Studies
Language English Session Morning and Afternoon
Type OB ECTS Credits 6 Semester Fourth Academic year 21-22

 

Written: 05/07/2010
Last Up-dated and Checked: 15/07/2021
Date of validation by the Executive Committee: 15/07/2021

General course organization and Methodology

The aim of the course is to teach students to use written English in a specific professional context related to their degree.

 

The subject is organised into 2 blocks: Writing for Marketing and Advertising and Writing for Public Relations. Each block contains 3 specific topics which focus on learning how to create typical texts for each style and register. There are also related themes, such as street and guerrilla marketing, cool brands, qualities of a PR professional, jobs in PR/advertising, product placement and endorsement, stereotyping, offensive advertising, Corporate Social Responsibility, misleading advertising, crisis management, and successful PR and advertising campaigns. The “Back to basics” sections are designed to help students to address typical problem areas such as syntax, spelling and “false friends”.

 

Although the focus is on written English, the course also includes activities involving speaking, reading, and listening, which related to each topic.

 

Students are recommended to attend the sessions. There is no final exam.


Course Topics
Block 1 Name: Writing for Marketing and Advertising

Topic 1. Promotional copy-writing. Essential vocabulary for marketing. Street and guerrilla marketing. Back to basics: singular / plural nouns; subject-verb agreement. Writing workshop: a promotional text.


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. Writing workshop: body copy for a print advertisement.


Topic 3. Slogans and taglines. Back to basics: words with several meanings. Writing workshop: advertising slogans.

Block 2 Name: Writing for PR

Topic 4. Essential vocabulary for PR. Emails. Back to basics: formal / informal registers. Writing workshop: a business email.


Topic 5. 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 6. Press releases. Back to basics: review of verb tenses. Writing workshop: a press release.


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:
Swan, M., Walter, C. The Good Grammar Book with Answers. Oxford: Oxford University Press, 2001. ISBN: 9780194315197.
The BBC. Learn English [online]. [Consulted: 05.02.2021]. Available at: <www.bbc.co.uk/learningenglish>.
The British Council. Learn English [online]. [Consulted: 05.02.2021]. Available at: <www.britishcouncil.org>.
The Purdue Owl online writing lab. Grammar. [Consulted: 05.02.2021]. Available at: <owl.english.purdue.edu/owl/section/1/5/>.
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:
Dubicka, Iwonna & O'Keeffe, Margaret. Market Leader Advanced, Writing file, Units 4 & 6 by Iwonna Dubicka & Margaret 0’Keeffe. London: Pearson Education, 2016, third edition extra. ISBN: 978-1-292-13527-4.
PR Week UK online version [Consulted: 05/02/2021].
Available at: <www.prweek.com>.

Marketing and advertising reference and resources:
Business English site, marketing and advertising vocabulary exercises [online]. [Consulted: 05.02.2021]. Available at: <www.businessenglishsite.com/business-english-marketing-sales.html>.
FARRALL, C., Lindsay, M. Professional English in Use: Marketing. Cambridge: Cambridge University Press, 2008. ISBN: 9780521702690.
Haymarket Media Group. Campaignlive Brand Republic [online]. [Consulted: 05.02.2021]. Available at: <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. Anti-plagiarism programmes will be used and if this is detected in 20% or more of the material the final grade will be zero.
  • Marks will be given for correct grammar and spelling, style and appropriateness of message. 
  • Work handed in late or in formats other than stated for assessment purposes will not be accepted, and no alternative work will 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 receive the grade of "Matricula d'honor", the student must achieve 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 Creating a promotional text Promoting a bar or restaurant. Individual YES 10%
2 1 Creating body copy for a print advertisement Inventing original copy for an existing advertisement. Individual YES 10%
3 1 Creating advertising slogans and taglines Inventing original slogans and taglines for an existing advertisement. Individual YES 10% 
1 Creating a business email Writing an email to a colleague in another company. Individual YES 20%
5 1 Creating a feature article

Writing an article about a brand of your choice.

Individual YES 25%
6 1 Creating a press release

Writing a press release to inform the media about the opening of a new hotel.

Individual YES 25%

 

Retake under the Continuous Assessment System
Name of Learning Activity Detailed description of Learning Activity % of grade
Written task

Creating 2 texts from among the registers studied, to be chosen by the lecturer. These must be submitted before the retake date.

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 Writing tasks

Creating 6 texts of different styles from the types studied, as with the continuous assessment system. The texts must be submitted 2 weeks before the exam date.

100%

 

Retake under the Exam Only Assessment System
Name of Learning Activity Detailed description of Learning Activity % of grade
Writing tasks

Creating 2 texts from among the registers studied, to be chosen by the lecturer. These must be submitted before the retake date.

100%

Teacher Notes
Aula Virtual (Moodle)
Observations
This Teaching Plan is subject to modification in the event of serious situations.