The curriculum indicates the subjects for the degree and their nature (basic, required, electives, etc.), the number of credits for each subject, etc. Topics are divided into subjects, which in turn are organized into modules. In addition, it includes practical information for the student's academic life.
Module I: Fundamentals of Communication, Advertising and Public Relations
Study of the fundamentals and importance of communication in human organizations, from a theoretical and analytical point of view. At the same time, it provides students with the basic concepts of advertising communication and its relationship with other areas of communication, while endeavoring to familiarize students with the concepts specific to the practice of commercial communication.
Module II: Advertising and Public Relations in Context
Knowledge of the primary concepts, fundamentals and historical development of the main social sciences (sociology, economics, history, politics and philosophy and the history of ideas) and analysis of the main elements shaping contemporary society. Understanding of the components of human personality and analysis of the fundamental theoretical and practical questions concerning the ethical existence of human beings. Identification of the most important primary political, economic and social institutions and organizations at national and international levels.
Module III: Marketing and Consumer Behavior
Understanding of the concept and preparation of projects related to the disciplines of marketing, consumer behavior and market research. Critical reading of reference works in the fields of psychology and consumer behavior. Preparation of reports evaluating the suitability and quality of market research proposals and complete studies. Design and development of marketing plans and market research, including the preparation of data analysis using computer programs. Preparation of integrated brand communication plans.
Module VII: Creation and Dissemination of Messages
Demonstration, through examinations and tests, that the student has acquired the knowledge specific to the competences. Essays and personal projects that demonstrate the student's capacity to apply theory in practice. Preparation of media plans and generation and creation of advertising campaigns in various formats (print, outdoor advertising, radio, television, the Internet, etc.).
Module IV: Management of Advertising and Public Relations
Study and analysis of the structure of communication companies in the market. The student will assimilate fundamental concepts of the media economy and its relationship to the advertising industry. The module will address fundamental legal concepts, specific regulations concerning the commercial and institutional communication sector, as well as analysis of the relationship with professional codes of ethics. Knowledge and tools for project management, planning and execution of communication programs in organizational contexts.
Module V: Final Year Project
Students put the knowledge acquired in the various disciplines into practice. The project reproduces the usual teamwork structure of professionals at persuasive communication agencies and serves to increase students' immersion in the real needs of the industry.
Module VI: Electives
Development of the knowledge and skills in the framework of specific fields related to the degree program, specifically: Creative Direction and Production, Marketing Communication, Institutional Communication and Content Management, with complementary education in the sciences and humanities, languages and internships.