Educational guide 2026_27
Facultade de Comunicación
Grao en Publicidade e Relacións Públicas
 Training and Learning Results


Choose A Code Training and Learning Results
Choose B Code Knowledge
  B1 To understand the theoretical foundations of communication, advertising and public relations in their social, cultural and business contexts.
  B2 To understand the historical development and role of the media, advertising and corporate communication in contemporary society.
  B3 To understand theories of image, perception and visual communication as applied to advertising and public relations.
  B4 Identify the structures, genres and formats of advertising, audiovisual and corporate discourse.
  B5 To understand the legal, ethical and regulatory framework governing advertising and institutional communication.
  B6 To understand the fundamentals of marketing and its relationship with communication and advertising strategies within organisations and institutions.
  B7 To understand the principles of evaluating and measuring the effectiveness of communication initiatives and strategies.
  B8 Identify models and analytical methodologies applied to the resolution of communication problems.
  B9 To understand the principles of ethics, social responsibility and sustainability as they apply to the professional practice of communication.
  B10 Understanding consumer behaviour, audiences and target groups in the context of communication and advertising.
  B11 To understand the fundamentals of strategic planning for advertising and public relations campaigns.
  B12 To understand the role of social responsibility and corporate communications in public and private organisations.
  B13 To understand the fundamentals of advertising creativity and the ideation processes applied to commercial communication.
  B14 To understand the theory, structure and composition of advertising messages across different media and formats.
  B15 Recognise the specific languages, formats and expressive resources of print, audiovisual and digital advertising.
  B16 To gain an understanding of digital tools and environments used in advertising and public relations, including automation, data analytics and artificial intelligence.
  B17 To understand the impact of digitalisation and artificial intelligence on the processes of creating, segmenting and disseminating communication content.
Choose C Code Skill
  C1 Develop messages and communication content tailored to different media, platforms and audiences.
  C2 Apply techniques for writing, storytelling and producing advertising and corporate content.
  C3 Use technological and digital tools to create and disseminate communication content.
  C4 Using digital tools, automated systems and artificial intelligence in communication and advertising processes.
  C5 Design basic visual communication and advertising materials and campaigns.
  C6 Apply techniques for analysing audiences, markets and target groups to inform communication decisions.
  C7 Manage collaborative working practices in professional and academic settings.
  C8 Apply oral and written communication strategies in a variety of professional contexts.
  C9 Search for, select and manage specialist information and documentation on communication and advertising.
  C10 Apply ethical, inclusive and sustainable principles when developing products and communication strategies.
  C11 Develop creative proposals tailored to communication and advertising objectives.
  C12 Create digital and multimedia content tailored to different environments and platforms.
  C13 Interpret data and metrics from technical reports and communication analytics.
  C14 Apply analytical and observational skills to socio-cultural and communicative contexts.
  C15 Apply creative and innovative techniques in the design and implementation of communication strategies.
Choose D Code Competences
  D1 Design and develop integrated communication and advertising strategies tailored to different organisational and social contexts.
  D2 Plan communication campaigns and initiatives geared towards institutional, corporate and commercial objectives.
  D3 Coordinate and manage teamwork processes in communication and advertising projects.
  D4 Making strategic decisions based on an analysis of contexts, data and audiences.
  D5 To develop innovative and entrepreneurial initiatives in the fields of communication, advertising and public relations.
  D6 Integrate academic, professional and technological sources to inform communication strategies and projects.
  D7 Adapting to technological, social and professional changes within the communications landscape.
  D8 To incorporate ethical, sustainability, equality and social responsibility criteria into professional development.
  D9 To incorporate human rights, democratic values, equality and the Sustainable Development Goals into communication and advertising practice.
  D10 To work in professional settings to promote the prevention, awareness and detection of sexual and discriminatory violence in communication processes.
  D11 To integrate digital technologies, automation and artificial intelligence into the strategic design of communication and advertising projects.
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