As part of the interrelationship between communication, business, society and culture, the advertising and public relations sector is tremendously important in economic and social terms.
The objective of UPF's bachelor's degree programme in Advertising and Public Relations is to produce professionals who are highly rigorous and creative, and capable of effectively meeting the needs of the aforementioned sector, which is ever-growing, dynamic and characterized by constant innovation.
Competences to be acquired
Satisfactorily carrying out the tasks that characterize the advertising and public relations sector's different professional profiles.
Understanding the variables of social, political, economic and communicative contexts with a bearing on advertising and public relations practice.
Critically and analytically interpreting relevant data to develop communication strategies.
Detecting changes and new trends, and orienting your internship accordingly.
Organizing and leading multidisciplinary groups and making optimal use of them to solve specific communication problems.
Working in a group, presenting your own ideas clearly, and developing synergies with the group's other members.
Coming up with advertising and public relations strategies and messages.
Internships are compulsory and have a value of 10 credits. They are to be undertaken in the fourth year, following a personalized selection process conducted by the programme's staff and the participating companies. They will take place in an advertising company.
Event designer and manager in the advertising and public relations sector
Creative for advertising media and formats
Art director and designer
Corporate and institutional communication manager or director
Advertising and public relations company manager
Market and communication researcher
Strategic communication planner
Corporate and institutional internal communication manager
Content provider / curator
All the above careers can be developed in advertising agencies, communication agencies, online communication agencies, media buying services, design studios, market research institutes, brand consultancies, audiovisual advertising producers, corporate and institutional public relations and communications offices, corporate and institutional communications departments, companies' marketing departments, direct marketing agencies, sponsorship companies, sales promotion agencies, social media, and faculties and schools of advertising and public relations.
The subjects taught in the first two years of this bachelor's degree programme are essentially geared to three types of knowledge regarding advertising and public relations, namely knowledge of their conceptual and organizational bases, of their social and cultural context, and of the techniques and language specific to their different forms and means of expression and communication. The programme's third and fourth-year subjects chiefly revolve around acquiring the creative, analytical, management and production knowledge and skills that the field's different professional activities require.
The kinds of training the programme offers include:
Interdisciplinary training in social and communication sciences, humanities and communication systems, to provide future professionals with a broad knowledge of social reality, the market and communication.
Training in creative methods and techniques, for the purpose of coming up with original, effective advertising and public relations campaigns and messages.
Training in deontological codes, to ensure great awareness of social responsibility in professional practice.
Analysis and Research in Advertising and Public Relations
Students are required to take one of the above tracks, each of which has a value of at least 20 credits. Given that each student has to obtain a total of 40 credits corresponding to optional subjects, they must make up the difference by selecting an optional subject from each of the other tracks, as well as a cross-disciplinary subject. If they still require a further 4 credits to reach the aforementioned total of 40, they may take their pick from their chosen track's other optional subjects, optional subjects from the other tracks, cross-disciplinary subjects, and subjects from the Faculty of Communication's other bachelor's degree programmes.