Advertising and Public Relations

What knowledge will I acquire with this Degree?

An interdisciplinary and comprehensive training in Advertising, Public Relations and Professional Resources, typical of the area, together with other disciplines of knowledge such as Communication Sciences, Social Sciences and Humanities. And application of professional and academic knowledge. 
Training close to the needs of the market and companies through knowledge of the structure, organization, management and contracting of advertising and public relations companies.

The graduate will know the functions of the different professional profiles, such as account executive, creative and advertising planner, communication and public relations director and public relations technician in their theoretical, historical, legal, ethical and business dimensions.

You will know how to plan, analyze and assess communication and organizational communication strategies in their internal and external, commercial and corporate dimensions, both from the perspective of the advertiser's communication department and from the communication company.

Your professional profile will be such that you can promote expressive skills for each of the advertising and organizational communication media, supports and formats for the preparation of communication messages and campaigns.

You will gain professional communication skills and techniques: project presentation skills, writing valid documentation for journalists and the media, organizing events, etc.

In addition, the Degree includes 24 ECTS of external internships. These practices will be carried out in the last semester of the degree in companies of the journalistic and communicative market. Currently, the Rey Juan Carlos University has more than 500 signed agreements.

Where will I be able to work when I graduate?

In advertising agencies as integrated communication director, strategic planner, advertising director, interactive communication director, advertising executives, creative director, art director, copy and designer

In companies, institutions or organizations as corporate communication manager, strategic consultant in advertising and public relations, both in digital and conventional media.

In media companies such as researchers, planners and media centers.

Is this Degree official according to the regulations required by the European Higher Education Area?

Yes (final verification report is attached), the implementation of the degree will be done progressively, starting the first year in the academic year 2009-10.
The final verification report turned out FAVORABLE

Favorable report first modification

Favorable report second modification

Favorable report third modification

Favorable report fourth modification

Favorable report fifth modification

What subject areas will I address in this grade?

Those related to:

• Advertising
• Public Relations
• Professional Resources
• communication Sciences
• Social Sciences and Humanities
• Application of professional and academic knowledge

Recommended Income Profile

Access to the official teachings of Degree will require to be in possession of the bachelor's degree or equivalent and the passing of the entrance exam to the university referred to in article 42 of the Organic Law 6/2001, of Universities, modified by Law 4/2007, of April 12, without prejudice to the other access mechanisms provided for by current regulations.

Objectives 

The student will acquire the knowledge and professional skills involved in the exercise of Advertising, Public Relations and Communication Management in all their professional services.

Critical, analytical and interpretive capacity is fostered in the discipline of communication to transform the client's needs into efficient solutions, combining theory with professional practice.

It is necessary to know both the theories, as well as the categories and concepts that affect the different branches of research to be able to build, plan and evaluate advertising, public relations and communication campaigns in the field of companies and in the face of dizzying change. of technologies.

Competences 

GENERAL COMPETENCIES

• CG1 Analytical-critical and interpretive capacity acquired from the reflection and study of advertising practice and public relations.
• CG2 Ability to solve problems, propose strategies and evaluate the impact of the solutions proposed from the theoretical-practical frameworks offered by Communication Sciences.
• CG3 Preparation to adapt to the technological, social and cultural changes that occur in society, and the ability to anticipate said changes.
• CG4 Ability to take responsibility for human groups and work projects that involve different areas of Advertising and Public Relations, using both basic resources (audiovisual language, technologies and their application in creativity) and auxiliary resources (documentation).
• CG5 Ability to discern, from a humanistic point of view, the limits of communication actions, taking into consideration legal and ethical provisions, and socio-cultural conditioning factors.
• CG6 Ability to adapt the available technology to the possibilities and needs of effective strategic communication, through the critical and reflective attitude learned.
• CG7 Develop new creative approaches in the development of both the creative strategy and the advertising message.
• CG8 Recognition of the possibilities and limitations posed by the management of limited resources typical of any business framework, through an approach to the professional reality that will allow internships in companies and institutions, and in the teaching laboratories themselves.
• CG9 Ability to adequately use the Spanish language in the advertising and creative context. Likewise, the student will be prepared to function in an international context, through a solid knowledge of a second language that allows him to study or develop his professional work abroad.
• CG10 Ability to direct and manage company communication, and design business models specific to their profession, distribute resources and plan economic and human management models (Management of companies and organizations).

SPECIFIC COMPETENCES

• CE1 Know and apply the functions of the professional profile of creative advertising in its theoretical, historical, legal, ethical and business dimensions.
• CE2 Know and apply the functions of the professional profile of the advertising planner in its theoretical, historical, legal, ethical and business dimensions.
• CE3 Strengthen the expressive capacities of the means, supports and advertising and organizational communication formats, both conventional and digital, for the elaboration of messages and communication campaigns.
• CE4 Assess and select the most appropriate dissemination vehicles based on communication strategies, both in conventional and digital media.
• CE5 Plan and evaluate advertising campaigns in the field of companies and institutions.
• CE6 Know the methodologies of analysis and interpret the reality of organizations and diagnose their communicative situations.
• CE7 Know the development of the profession and its different professional roles from the historical and theoretical evolution.
• CE8 Know the functioning of the professional profiles of director of communication and public relations and public relations technicians.
• CE9 Strategically plan organizational communication in its internal and external and commercial and corporate dimensions.
• CE10 Produce organizational communication tools in their internal and external, commercial and corporate dimensions using all the languages ​​and non-media and media channels - traditional and digital - currently available.
• CE11 Use documentation and databases as an auxiliary instrument for the professional exercise of the communication manager.
• CE12 Know the basic elements and structures of audiovisual language (image and sound), expressive matter with which the persuasive audiovisual discourse is elaborated, and be able to use the appropriate technologies for the design of such messages in advertising or public relations .
• CE13 Know the characteristics and potentialities of the internet network as a support for advertising and persuasive discourse, and enable students to use the technological instruments necessary for the production of content in this medium.
• CE14 Introduce students to the possibilities and use of multimedia convergence allowed by the Internet for professional practice.
• CE15 Know the social context and its analysis methodologies to be able to interpret the reality of organizations and diagnose their communicative situations.
• CE16 Know the social context of the professions of account executive, creative and advertising planner, director of communication and public relations and public relations technician in its theoretical, historical, legal, ethical and business dimensions; and the general social context in which it will be exercised, in its sociological and economic dimensions.
• CE17 Know the contributions made by scientific disciplines and the humanities to the study of contemporary communication phenomena.
• CE18 Starting from this scientific knowledge, critically analyze the role of advertising and public relations in contemporary societies.
• CE19 Know the legislation applicable to the exercise of their profession and the ethical limitations to which they must abide.
• CE20 Apply respect for human rights and other democratic values ​​in the exercise of their profession, with special emphasis on equal rights between men and women.
• CE21 Apply the main conceptual tools to the understanding and analysis of the contemporary economic system.
• CE22 Know the historical evolution (political, economic, social, cultural) of contemporary societies, and identify and understand the historical origin of current events and social processes.
• CE23 Use the Spanish language fully and reliably.
• CE24 Know the fundamental characteristics of the structure of contemporary societies, and very particularly those of Spanish society, and, in general, of European societies, with particular reference to issues such as social classes, leisure, family, religion or immigration.
• CE25 Ensure command of a modern language for professional practice.
• CE26 Apply the main conceptual tools to the understanding and analysis of consumption practices in contemporary societies.
• CE27 Ability to know and apply the functions of the professional profile of the copywriter
• CE28 Ability to create and produce advertising texts

Minimum stay requirements 

• The permanence of the students in the Degree studies will be a maximum of eight years for full-time students. Part-time students may request an extension of up to two more years from the Rector.
• In Bachelor's degrees lasting more than 240 credits (4 years), the maximum of the previous section will be increased by one more year for every 60 ECTS credits that are added to the 240 ECTS.
• Students must pass a minimum of two subjects in the first year. Students studying part-time must pass at least one subject in their first academic year.
• Students who are studying any official Bachelor's degree at the Rey Juan Carlos University may make a maximum of four registrations to pass each of the subjects of the study plan, without counting previous cancellations of the same.

For more information see: Permanence regulations

Minimum number of ECTS credits by type of enrollment and course

Full-time students:

Part-time students:

Internal quality assurance system

Manual of the Internal Quality Assurance System

Composition of the commission

Composition of the Commission

Results report

Once the follow-up has been carried out, the quantitative information on the results obtained in the follow-up of said Degree is shown, differentiated by academic year.

Report by course:

• 2022/2023
• 2021/2022
• 2020/2021
• 2019/2020
• 2018/2019
• 2017/2018
• 2016/2017
• 2015/2016
• 2014/2015
• 2013/2014
• 2012/2013
• 2011/2012
• 2010/2011
• 2009/2010

General information collection plan

• Indicators 2013/14
• Indicators 2014/15
• Indicators 2015/16
• Indicators 2016/17
• Indicators 2017/18
• Indicators 2018/19
• Indicators 2019/20
• Indicators 2020/21
• Indicators 2021/22
• Indicators 2022/23

Improvement actions

The Quality Assurance System of the Rey Juan Carlos University establishes that the degree's Quality Assurance Commission will annually analyze the information derived from the degree's indicators and prepare a report that will include improvement plans if the results so indicate.

• Improvement actions 2022/2023
• Improvement actions 2021/2022
• Improvement actions 2020/2021
• Improvement actions 2019/2020
• Improvement actions 2018/2019
• Improvement actions 2017/2018
• Improvement actions 2016/2017
• Improvement actions 2015/2016
• Improvement actions 2014/2015
• Improvement actions 2013/2014
• Improvement actions 2012/2013
• Improvement actions 2011/2012
• Improvement actions 2010/2011
• Improvement actions 2009/2010

Renewal of accreditation

The renewal of the accreditation represents the culmination of the implementation process of the official Bachelor's and Master's degrees registered in the Register of Universities, Centers and Degrees (RUCT). The renewal of the accreditation of official bachelor's and master's degrees is organized in three phases: self-assessment report, external visit and final assessment.

In the first phase, the university describes and assesses the status of the degree with respect to the established criteria and guidelines. The result is the Self-Assessment Report (IA) that is presented. The second and third phases are carried out by a group of evaluators external to the evaluated title.

• Final accreditation renewal report  2023
•  Improvement plan  2023

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