Program Overview

Introduction to the Undergraduate Degree in Advertising and Public Relations

The Undergraduate Degree in Advertising and Public Relations is designed to provide students with the skills necessary to undertake professional practice in the field, consistent with the needs and demands of society. The program aims to encourage a critical, analytical, and interpretative approach, providing knowledge of research techniques and working procedures necessary to transform client needs into effective communication solutions.

Objectives

The fundamental objectives of the Degree in Advertising and Public Relations are:

• To encourage a critical, analytical, and interpretative approach, providing knowledge of the research techniques and working procedures necessary to transform client needs into effective communication solutions.
• To facilitate the acquisition of a general, basic understanding of the main causes for success or failure in the professional communications world at present, and especially in relation to advertising and public relations.
• To provide a thorough knowledge of all the inter-related elements which comprise communication systems, with particular reference to advertising and public relations, thus enabling students to apply them in the real world of organisations and to develop a strategic approach.
• To equip graduates with good communication skills, expressing themselves with coherence and correction in their professional practice.
• To equip graduates to design, plan, and assess tasks and discourses pertaining to advertising and public relations communication in order to prepare communication campaigns.

Structure

The Degree in Advertising and Public Relations is structured into thirteen modules, with subjects organised into semesters. Students are required to take 5 subjects each semester, to complete 30 credits per semester and 60 credits per year, for a total of 240 credits over four years.

Distribution of Credits per Subject Type

• Core (FB): 60 credits
• Compulsory (OB): 138 credits
• Optional (OP): 36 credits
• Final Project: 6 credits
• Total Credits: 240 credits

General Description of the Course Programme

The course programme is divided into thirteen modules, each addressing a specific aspect of advertising and public relations, including:

1. Fundamentals of Communication and Communication Processes: Introduction to the concept, process, and structure of communication and group communication.
2. Interaction between the Evolution of the Sociocultural Context and Communication: Analysis of social reality as a context for commercial and institutional communication.
3. Theory and History of Advertising and Public Relations: Study of the theoretical and conceptual bases of advertising and public relations.
4. Structures, Techniques, and Organisation of Communication in Advertising and Public Relations: Description and investigation of communication processes and the inter-relationship between the principle agents of advertising and public relations.
5. Management of Corporate Communication, Image, and other Intangibles: Theoretical and practical study of strategic global and comprehensive communication processes as intangible organisational assets.
6. Creativity in Advertising and Public Relations: Understanding of the concept of creativity and the kind of thinking that favours creative production.
7. Codes of Practice, Professional Self-Regulation, and Legal Regulations: Study of the legal framework provided by Commercial Law as it pertains to advertising and public relations.
8. Economics and the Advertising and Public Relations Company: Basic concepts behind economic theory and marketing.
9. Applied Knowledge and Techniques in Advertising Communication: Study of the different morphological, dynamic, and scaling elements that comprise the formal structure of an advertising image.
10. Applied Research and Management Techniques in Advertising and Public Relations: Introduction to social research and its application in the study of consumption and communication.
11. Professional English for Advertising and Public Relations: Theoretical and practical study of specific terminology and communicative styles in English.
12. Intern Work Experience: Incorporation into professional practice and application of knowledge and skills acquired during the Degree course.
13. Final Project: Preparation and oral presentation of a research project.

Distinctive Features

The Degree in Advertising and Public Relations stands out for its:

• Strong practical component, with a significant number of practical classes and external practices.
• Excellent relations with professional associations in the sector.
• High number of subjects taught in English, facilitating student mobility and internationalization.
• Long history of experience, with over 20 years of graduates who have gone on to successful careers in the field.

Resources and Facilities

The Faculty of Economic and Business Sciences has:

• Installations in several buildings on campus, including the Faculty of Economic and Business Sciences building, the Germán Bernácer building, and the Social Sciences building.
• Six seminaries, the Vicens Vives room, and the Ernest Lluch room, all equipped for teaching, research, and meetings.
• A library with over 86,000 monographs, 97 subscriptions to paper journals, and access to digital resources.
• An aula MAC in the Polivalente I building for practical classes.

Further Education

After completing the Bachelor's Degree, students can continue their studies at the Master's level. The University of Alicante offers a wide range of Master's degrees in all branches of knowledge.

Career Opportunities

Graduates of the Undergraduate Degree in Advertising and Public Relations can pursue careers as:

• Director of Communications, Researcher, and Strategic Consultant in Advertising and Public Relations.
• Researchers, Strategic Planners, and Media Buyers.
• Creative and Designer.
• Corporate Communications Manager.

Scholarships and Funding

Information on scholarships and funding opportunities is available through the University of Alicante's website.

University Life

The University of Alicante offers a wide range of activities, resources, and services to support students' academic and personal development, including sports facilities, cultural events, and support services.