Degree in Advertising and Public Relations

General competitions

• CG1. Capacity for leadership and decision making.
• CG2. Ability for creativity and problem solving.
• CG3. Organization and planning skills.
• CG4. Capacity for analysis and synthesis.
• CG5. Oral and written communication.
• CG6. Ability to manage information.
• CG7. Computer knowledge related to the field of study.
• CG8. Ethical commitment.
• CG9. Ability to work in interdisciplinary teams.
• CG10. Skills in interpersonal relationships.
• CG11. Critical reasoning ability.
• CG12. Recognition of diversity and multiculturalism.
• CG13. Motivation towards quality.
• CG14. Adaptability to new situations.
• CG15 Ability to develop criteria.
• CG16. Capacity for independent learning.
• CG17. Capacity for initiative and entrepreneurial spirit.

Specific competencies

Disciplinary knowledge

• CD1. Theoretical and practical knowledge of the profession and its organizational processes and structures.
• CD2. Theoretical and practical knowledge of management techniques in companies in the sector, of the functional areas of advertising communication, of public and corporate relations in public and private companies.
• CD3. Study of the Communication Department within companies and institutions and the skills and techniques necessary for its management. Especially the management of knowledge and intangibles of the company, markets and financial indicators.
• CD4. Knowledge of the processes and techniques of research and analysis of the nature and interrelationships between the subjects of advertising communication: creatives, companies, institutions, advertising and PR agencies, media, supports and audiences.
• CD5. Knowledge of the structure of advertising media: its characteristics, typologies and problems. Audience analysis and research. Analysis and selection of supports and media for planning advertising dissemination.
• CD6. Study of specific marketing methods and techniques for decision-making in the areas of communication in general and advertising and public relations, in companies and institutions. Knowledge and study of marketing processes and their specific techniques: positioning, segmentation, analysis procedures and measurement of effectiveness, among others.
• CD7. Knowledge of the schools, methods and techniques of creative thinking and their application in the advertising communication process.
• CD8. Knowledge of the processes of developing advertising messages: methods, creative techniques and campaign analysis systems.
• CD8. Theoretical-practical knowledge of the elements, forms and processes of advertising languages and other forms of communication, using the official languages of the State and foreign languages, especially English.
• CD9. Study of strategies and processes aimed at creating added value in brands.
• CD10. Knowledge of the ethics and deontology of professional activity, as well as its legal system, which affects both the practice and the ethical conduct that must govern the professional's work.
• CD11. Study and evolution of the industrial, social and aesthetic aspects that affect the transformations of the elements, forms and processes of advertising communication.
• CD12. Knowledge and analysis of basic psychological, higher-cognitive, psychosocial and emotional processes in communication and in the consumer and specific psychological models developed for communication and persuasion.
• CD13. Justification of the historical framework and conceptual development of the structural principles of the Social Magisterium of the Church.
• CD14: Familiarization with the management of the different documentary sources that constitute the Social Doctrine of the Church in its different genres.
• CD15: Training for the critical and reflective analysis of the main documents of the contemporary Magisterium of the Church, referring to the phenomenon of social communication.
• CD16: Ability to analyze the main aspects related to economic relations based on the great historical texts of the Social Magisterium of the Church.

Professional competences

• CP1. Ability and ability to be responsible for the communication area of an organization or company.
• CP2. Capacity and ability to establish the communication plan.
• CP3. Capacity and ability for the liberal exercise of the profession.
• CP4. Relational and management capacity to establish a fluid and competent interaction between the advertiser and the agency.
• CP5 Capacity and ability to exercise the functions of strategist, planner and buyer of means.
• CP6. Ability to define and manage communication budgets.
• CP7. Ability and ability to devise and creatively shape the communication of the message.
• CP8 Ability and ability to create and develop graphic elements, images, symbols, sounds and texts.
• CP9. Capacity and ability to act as experts in the strategic management of corporate image and reputation.
• CP10. Capacity and ability to identify, value, manage and protect the intangible assets of the company.
• CP11. Ability to manage relationships between organizations and their stakeholders, as well as the related tools.
• CP12. Ability and ability to use communication technologies and techniques and all types of analysis, measurement, information systems, etc. tools.

Academic skills

• CA1. Fundamental knowledge of communication. Knowledge of theories, methods and problems of advertising and public relations communication and their languages, which serve as support for their activity, based on the requirements established as disciplinary knowledge and professional skills.
• CA2. Ability to assume leadership in projects that require human resources and any other nature, managing them efficiently, assuming the principles of social responsibility and capacity and adaptation to multidisciplinary teams.
• CA3. Ability to understand and interpret the environment, adapt to change, face crises and work in pressure situations.
• CA4. Knowledge of the economic, psychosocial, cultural and demographic environment.
• CA5. Capacity for creativity and innovation.
• CA6. Ability to adapt to organizational objectives.

Other specific competencies

• CE1. Ability to relate to people and the environment without losing autonomy.
• CE2. Capacity for teamwork.
• CE3. Ability of insight, ingenuity and creativity.
• CE4. Preparation to take the risk.
• CE5. Capacity for analysis, synthesis and critical judgment.
• CE6. Know how to manage time.
• CE7. Ability to act in freedom and with responsibility.
• CE8. Capacity for economic and budgetary management in their field of activity.
• CE9. Ability to objectively analyze reality and extract valid considerations.

job

Professional outings

The professional opportunities of this Degree have been significantly expanded in recent years to all those organizations in which it is possible to develop communication functions understood as the umbrella that encompasses a multiplicity of techniques. Job opportunities go beyond the classic orientation to traditional advertising agencies, although they continue to focus essentially on two worlds, Advertising and Public Relations.

• Advertising: this aspect can be developed in any company whose activity focuses on the creation, planning and distribution of messages and campaigns on any medium.
• Public Relations: the second field is the application of the knowledge acquired in the field of public relations and communication offices.

Both aspects can be developed in companies such as:

• Advertising agencies
• Media
• Media centers
• Design Companies
• Companies where you can exercise and apply the knowledge of the race
• Marketing and Advertising departments of advertisers
• DIRCOM
• Institutions
• NGOs
• Etc.