Estudia

• CG.4. Recollir i seleccionar informació de forma eficaç i eficient, en funció d'objectius predeterminats, i de diferent procedència i format, respectant l'autoria de les fonts
• CG.7. Avaluar la pròpia activitat i el propi aprenentatge i elaborar estratègies per millorar-los
• CE.3. Descriure els principals components estructurals de tots els sectors implicats en la comunicació publicitària i en les relacions públiques
• CE.11. Comparar les principals variables que configuren els rols de les audiències i els públics

1. TRACTAMENT TEÒRIC DE LA PUBLICITAT / THEORETICAL TREATMENT OF ADVERTISING

          1.1. Conceptualitzacions / Conceptualizations

          1.2. Principals autors i teories sobre publicitat / Main authors and theories on advertising

          1.3. Estudi de casos publicitaris remarcables / Study of remarkable advertising cases

2. EVOLUCIÓ HISTÒRICA DE LA PUBLICITAT / HISTORICAL EVOLUTION OF ADVERTISING

          2.1. Formats publicitaris en exterior, premsa, cinema, ràdio i TV. / Outdoor advertising formats, press, cinema, radio and TV.

3. INTRODUCCIÓ A LA PUBLICITAT ONLINE / INTRODUCTION TO ONLINE ADVERTISING

          3.1. Formats per a mitjans propis, de pagament i guanyats / Formats for native, paid, and earned media

          3.2. En què i per què es diferencia la publicitat online de l’offline / How and why does online advertising differ from offline?

• Cebrián González, Carlos (cop. 2007-2008 ). Historia de la publicidad . Zaragoza: DELSAN. Catàleg
• Checa Godoy, Antonio (cop. 2007 ). Historia de la publicidad . La Coruña: Netbiblo. Catàleg
• Eguizábal, Raúl (cop. 1998 ). Historia de la publicidad . Madrid: Eresma & Celeste. Catàleg
• Eguizábal, Raúl (cop. 2007 ). Teoria de la publicidad . Madrid: Cátedra. Catàleg
• Vellilla, J. (2010). Branding: tendencias y retos en la comunicación de marca. Barcelona: UOC. Catàleg
• Santana, Eva (2017). Tapas de publicidad. Barcelona: Promopress. Catàleg
• Martínez Pastor,E. &Nicolás Ojeda, M.Á. (coord.) (2016). Publicidad digital. Hacia una integración de la planifiación, creación y medició. Madrid: ESIC. Catàleg
• Peñarroya, M. Casas, H. (2014). Cómo ser primeros en google sin pagar. Posicionamiento natural en buscadores. Barcelona: UOC. Catàleg
• FIDEL DEL CASTILLO i MªDOLORES GARCIA SÀNCHEZ (2019). Tales of advertising told by advertisers (ESIC). Barcelona: ESIC.

Activitats d'avaluació:

Continuous assessment requires regular attendance and timely submission of all assignments through Moodle. Missing two assignments without valid justification will result in the loss of continuous assessment rights, and the student will be required to take the final recovery exam scheduled by the Faculty.

The final grade is based on all assessed activities. Students who fail the course average must take the recovery exam. A minimum grade of 5.0 is required to pass.

The instructors may conduct attendance checks and short graded activities without prior notice. Poor academic writing, grammar, or spelling may negatively affect grades. No regular coursework activities are recoverable.

Test Exam Format

Incomplete multiple-choice tests require students both to complete the missing part of the question and select the correct answer. If only one part is completed, the answer will be considered invalid. Blank answers are not penalized, and incorrect answers do not reduce the score.

Group Work and Expulsion Rules

Students expelled from their group due to insufficient participation must complete an individual final exam. Previous group work completed before expulsion will not be considered in the final grade.

AI POLICY FOR ALL ASSIGNMENTS

Students may use generative AI tools for brainstorming, drafting, visual experimentation, or editing support. However:

• All AI use must be transparently declared.
• Students must explain how AI tools were used.
• Prompts and tools must be included in an appendix.
• AI-generated content cannot replace critical thinking or original analysis.

Undeclared AI use may be considered academic misconduct.


Plagiarism

Plagiarism or academic dishonesty in any assignment will result in failure of the course and reassessment through the recovery examination.

Repeating Students

Repeating students must follow the course under the single-assessment modality and contact the instructor during the first week of classes.

Writing Quality

Grades may be reduced in cases of inadequate academic writing, grammar, or spelling.

Criteris específics de la nota «No Presentat»:
Students will receive a “Not Presented” (NP) grade if they fail to submit two assignments of any type or miss two classes, sessions, or tutorials without valid justification.

Cases of force majeure may be considered if properly justified and approved by the instructors.

Students receiving an NP grade must complete a final examination on the date indicated on Moodle. If the exam is failed, the student may take the recovery exam scheduled by the Faculty. The final course grade will be based exclusively on this examination, and previous assessment grades will not be considered. A minimum grade of 5.0 is required to pass.

Avaluació única:
The single assessment is specially designed for all those students who cannot attend class regularly. It involves achieving the same objectives and the same skills, despite the teamwork, since the subject is monitored individually.

All students who opt for this modality must arrange, in the first week of the course, a tutorial with hasan.gurkan@udg.edu to focus their monitoring of the course as well as their assessment.
Students must also follow the single assessment protocols set by the Faculty and communicate this modality to the academic secretariat: Academic Secretariat, Arts and Tourism Studies Area secacad.aellt@udg.edu

By taking advantage of the Single Assessment, the student waives the Continuous Assessment.
The single assessment will not involve discrimination with respect to the continuous assessment in relation to the qualification that can be obtained.

Students who opt for this modality:
1) They will have to take a theoretical exam. The details of which will be announced in due course on Moodle.

2) A brief reflective work written on a course topic that encompasses the two main areas of the syllabus (2 pages)

3) A mandatory tutorial, requesting a prior appointment at: hasan.gurkan@udg.edu (offline); carla.garrido@udg.edu (online)
In the event of failing the average between the single assessment exam and the reflective work, a retake will be required on the day indicated by the Faculty. If the retake is suspended because a 5.0 is not reached, the subject will have to be repeated.

Requisits mínims per aprovar:
To pass the course, students must obtain a minimum final grade of 5.0.

The final grade will be calculated based on the average of all assessed activities described in the syllabus.

Grades awarded to members of the same group may differ according to each student’s individual performance, contribution, and level of learning demonstrated throughout the course. Oral questions during the final presentation may also be used to evaluate each student individually.

The instructors reserve the right to round grades up or down based on individual effort, class participation, contribution to group work, and overall engagement with the selected project.

Students may arrange tutorials or meetings by contacting the instructors via email. Emails will normally be answered within 48 working hours. If no response is received within this period, students should resend the message.

The instructors will not respond to questions regarding information already available on Moodle, such as classroom locations, schedules, or course materials.

The instructors reserve the right not to respond to emails that do not follow appropriate standards of academic respect and communication.

All necessary instructions and guidelines for the course will be provided during class sessions.

Students are also strongly encouraged to read the Course Guide available on the main Moodle page, which includes detailed information about course activities, assessment methods, and the course schedule.

To successfully follow the course, students are expected to read and follow the Course Guide, which includes detailed information about assignments, assessment procedures, and required readings for examinations.

Additional readings and audiovisual materials recommended during class may also be included in exam content.