Program Overview

Introduction to the Publicity and Public Relations Degree

The Publicity and Public Relations degree at the University of Alicante aims to provide students with the necessary skills and knowledge to transform client needs into effective communication solutions, taking into account social demands. The program fosters critical, analytical, and interpretive capabilities, and provides students with the instrumental knowledge required to initiate their professional practice.

Objectives of the Degree

The general objectives of the Publicity and Public Relations degree are:

• To foster critical, analytical, and interpretive capabilities, providing students with the necessary knowledge and skills to transform client needs into effective communication solutions.
• To acquire basic and general knowledge of the main points that configure the current landscape of the professional's work, especially in public relations and advertising.
• To provide students with a thorough understanding of all the elements that make up and interact in the communication system, especially in public relations and advertising, in order to apply them to the reality of organizations and develop a strategic attitude.
• To enable students to communicate and express themselves coherently and correctly in their professional practice, mastering the specialized use of language and English.
• To equip students with the ability to construct, plan, and evaluate actions and discourses typical of public relations and advertising communication, as well as to know the possibilities of effective application of different technologies.
• To initiate students in the methodology and techniques of research in the field of business and institutional communication, and to acquire skills for teaching in this area.

Structure of the Studies

The Publicity and Public Relations degree is organized into 13 modules, each containing different subjects. The program is designed to provide students with a comprehensive education in public relations and advertising, covering theoretical and practical aspects of the field. The structure of the studies includes:

• Foundations and Processes of Communication: An introduction to the concept, process, and structure of communication and collective communication.
• Interaction of Sociocultural Adjustment and its Evolution with Communication: The study of the tools and methodologies for analyzing social reality as a context for commercial and institutional communication.
• Theory and History of Publicity and Public Relations: The study of the theoretical and conceptual foundations of publicity and public relations, as well as their historical evolution.
• Structures, Techniques, and Organization of Publicity and Public Relations Communication: The study of the construction of the strategy, fundamental concepts, and components of publicity and public relations.
• Gestión de la Comunicación y de la Imagen Corporativas y otros Intangibles: The study of the theoretical and practical aspects of global and integral communication strategies, as well as the management of corporate image and other intangible assets.
• Creativity in Publicity and Public Relations Communication: The study of creativity, its theories, and its application in publicity and public relations.
• Deontology, Professional Self-Regulation, and Legal Regulation: The study of the ethical and legal aspects of publicity and public relations.
• Economy and Business of Publicity and Public Relations: The study of the economic and business aspects of publicity and public relations.
• Applied Knowledge and Techniques in Publicity Communication: The study of the different elements that make up the formal structure of the publicity image, as well as the principles of composition that govern its syntax and significance.
• Research and Management Techniques Applied to Publicity and Public Relations: The study of social research and its application to the study of consumption and communication.
• English for Publicity and Public Relations: The study of specialized English terminology and communication genres in the field of publicity and public relations.
• External Academic Practices: The integration of students into real professional practice, applying the knowledge and skills acquired in the degree.
• Final Degree Project: The elaboration and defense of a research project, which can consist of an empirical analysis or a literature review to determine the state of the art in a chosen topic.

Identity Traits

The Publicity and Public Relations degree at the University of Alicante has a number of distinctive traits, including:

• A strong focus on innovation and the incorporation of the latest technologies in the classroom.
• A comprehensive program that covers theoretical and practical aspects of public relations and advertising.
• A faculty with a strong research profile and a high level of expertise in the field.
• A strong commitment to internationalization, with a wide range of exchange programs and international partnerships.
• A focus on the development of skills and competencies that are highly valued by employers, such as creativity, critical thinking, and communication skills.

Resources and Facilities

The Faculty of Economics and Business at the University of Alicante has a range of resources and facilities that support the Publicity and Public Relations degree, including:

• Seminar Rooms: Six seminar rooms, four in the Faculty of Economics and Business and two in the Social Sciences building, equipped for teaching, research, and defense of final projects.
• Library: The Economics Library has a surface area of 1,500 m˛, 300 reading places, 8 computerized workstations, 86,702 monographs, and 97 subscriptions to paper journals.
• Computer Rooms: Two computer rooms, one in the Faculty of Economics and Business and one in the Social Sciences building, equipped with the latest software and technology.
• Audiovisual Equipment: The faculty has a range of audiovisual equipment, including projectors, screens, and sound systems, which are used to support teaching and learning.

Continuing Education

Once students have completed the Publicity and Public Relations degree, they can continue their education at the master's level. The University of Alicante offers a range of master's programs in different fields, including business, economics, and social sciences.

Professional Outcomes

The Publicity and Public Relations degree at the University of Alicante prepares students for a range of professional outcomes, including:

• Director of Communication, Researcher, and Strategic Consultant in Publicity and Public Relations: Professionals who work in organizations or agencies, responsible for establishing contact with different publics, planning and managing communication strategies, and defining the role of communication in each organization.
• Investigator, Planner, and Buyer of Media: Professionals who plan the suitability and characteristics of media for the diffusion of communication campaigns, as well as control and monitoring of the audience and effectiveness of these media.
• Creative and Designer: Professionals specialized in public relations creativity, responsible for conceptualizing and visualizing ideas, as well as adapting and integrating them into different media.
• Manager of Corporate Communication: Professionals responsible for managing the strategic communication of organizations, including their image, identity, and relationships with different publics.

Scholarships and Aid

The University of Alicante offers a range of scholarships and aid programs to support students in their studies, including:

• Scholarships: The university offers a range of scholarships to support students, including scholarships for academic excellence, scholarships for students with disabilities, and scholarships for students from low-income families.
• Aid Programs: The university also offers a range of aid programs, including programs to support students with disabilities, programs to support students from low-income families, and programs to support students who are experiencing financial difficulties.

University Life

The University of Alicante has a range of resources and activities that support student life, including:

• Campus Facilities: The university has a range of facilities, including libraries, computer rooms, and sports facilities, which are available to students.
• Student Organizations: The university has a range of student organizations, including student unions, cultural organizations, and sports clubs, which provide opportunities for students to get involved in university life.
• Cultural Activities: The university has a range of cultural activities, including concerts, exhibitions, and festivals, which provide opportunities for students to engage with the local community and develop their cultural interests.