Educational guide 2023_24 Facultade de Comunicación

Grado en Publicidad y Relaciones Públicas

Contents

Topic	Sub-topic
UNIT 1: CONCEPT OF STRATEGY.	1.1 Historical background of the concept. 1.2 The strategy from the military perspective. 1.3 Evolution of the concept in the 20th century. 1.4 Definition and elements that it includes. 1.5 Strategy and tactics.
UNIT 2: STRATEGIES OF ADVERTISING COMMUNICATION (I) INTRODUCTION.	2.1 Conditioning elements of the advertising strategy. 2.2. The advertising strategy.
UNIT 3: THE PRODUCT: STRATEGIES OF ADVERTISING COMMUNICATION (II) THE APPLICATION OF MARKETING.	3.1 The concept of marketing and the basic variables of its operational functioning. 3.2 The determination of the marketing strategy. 3.3 Strategies according to product positioning. 3.4 Strategies for the product life cycle.
SUBJECT 4: THE BRAND: STRATEGIES OF THE ADVERTISING COMMUNICATION (III) THE DOCUMENTATION OF THE STRATEGY.	4.1 Definition, brief and briefing. Data that include and objectives. 4.2 Theoretical aspects about the briefings. 4.3 Structure and content of the briefing. 4.4. The role of the planner.
UNIT 5: POSITIONING: STRATEGIES OF ADVERTISING COMMUNICATION (IV) CREATION OF STRATEGIES.	5.1 Historical evolution of advertising strategies. 5.2 Key concepts: corporate, marketing and advertising strategies. 5.3 Types of advertising strategies: competitive and development. 5.4 The copy strategy: definition, bases, operation and writing. 5.5 Creative strategy. 5.6 Media strategies. Media briefing.
UNIT 6: DIGITAL STRATEGIC PLANNING.	6.1. Initial digital audit. 6.2. Diagnosis of needs. 6.3. Strategy design. 6.4. Audit and monitoring.