Here is the translation:

With the proposal of each task and/or activity, the instructor(s) will explain in detail the content and formal guidelines, as well as the type of medium and submission date.

To pass the subject, the student must obtain a minimum of 5 points in the overall score (50 points), and it is necessary to pass both parts (at least 15 points in the theoretical exam and 30 points between workshop and supervised work).

This calculation does not include non-original student exercises, nor works submitted late or in a different format than indicated. Since one of the competencies of the subject is "Working in interdisciplinary teams" (C10), the evaluation includes a correction factor for groups that do not function as a team.

For part-time students or those with an academic exemption from attendance, the evaluation of laboratory practices (workshop 20% of the grade) will be carried out through supervised work (which will count for 60% of the grade, including 10% for the presentation). Deliveries and follow-up methods will need to be established with the instructor(s). For the lecture, given the essential in-person and participatory nature of this methodology, attendance is necessary for its calculation (up to a maximum of 10% of the grade).

In the case of fraudulent completion of tests or evaluation activities, duly verified, it will result in a failing grade (numerical score 0) in the subject for the corresponding academic term, whether the offense occurs in the first or second opportunity. For this, the grade will be modified in the first opportunity’s record if necessary.

Those students who have not passed the subject in continuous evaluation (first opportunity) should only retake the failed part in the second opportunity.

If the practical part is failed, the student should develop the final project again, individually, following the topics and guidelines specified by the instructors for the SECOND OPPORTUNITY. This project will have a value of 6 points in the final grade, with 1 point derived from the oral presentation-defense of the project.

If the student, even after passing both parts, does not manage to pass the subject, they should contact the instructors to agree on which part or parts need to be repeated and how.

Learning outcomes	Study programme competences / results
Understanding and reflecting on the dissemination and public uses of history and heritage.	AJ2 AJ5 AJ10		CJ5 CJ14
Understanding and applying cultural communication and heritage marketing.	AJ2 AJ5 AJ10	BJ1 BJ6	CJ1 CJ2 CJ4 CJ5 CJ8 CJ10 CJ12 CJ13
Creating and managing heritage projects in the digital environment.	AJ2 AJ5 AJ10	BJ1 BJ5 BJ6	CJ1 CJ2 CJ4 CJ8 CJ9 CJ10 CJ11 CJ12 CJ13 CJ14

Topic	Sub-topic
1. Introduction to cultural communication and heritage marketing in traditional and digital environments.	The formation and management of a cultural offering. The dissemination of culture and its value as a preventive conservation policy. The promotion of cultural heritage across different platforms.
2. The management of cultural heritage from the perspective of strategic and operational marketing.
3. Composition and management of the cultural offering. The heritage product.
4. The importance of communicating cultural heritage: objectives and expected benefits.
5. Cultural dissemination as a guarantor of universal access to culture. The informative narrative.

Methodologies / tests	Competencies / Results	Teaching hours (in-person & virtual)	Student’s personal work hours	Total hours
Guest lecture / keynote speech	A2 A5 A10 B1 B6 C1 C2 C4 C12 C13	15	15	30
Workshop	A5 A10 B1 B5 C5 C8 C9 C10 C11 C12 C13 C14	20	20	40
Supervised projects	A5 A10 B1 B5 B6 C1 C2 C4 C8 C9 C10 C11 C12 C13 C14	1	42	43
Objective test	A2 A5 A10 B1 C1 C5 C14	1	10	11

Personalized attention		1	0	1

(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies	Description
Guest lecture / keynote speech	Lecture-style class illustrated with examples. It will be complemented with materials and audiovisual and multimedia content, which will be made available to students through the virtual campus. In the lectures, tests will be interspersed to determine knowledge and common errors in understanding the theoretical material, activities aimed at reinforcing and facilitating comprehension of the subject matter, as well as guided discussions that require students to demonstrate the acquisition of key concepts and knowledge of the subject. In cases where these activities are established as independent work outside the classroom, tracking methods will be used to determine the degree of task completion. In these cases, the lectures may be dedicated to sharing the tasks or their collaborative correction.
Workshop	Development of various practical activities aimed at highlighting all the knowledge about cultural communication and marketing covered during the lectures. These activities are oriented towards the development of a marketing plan and communication strategy (final project or supervised work). The submission of these practical activities will typically be done at the end of the class or, if not possible, at the time and in the manner specified by the instructor.
Supervised projects	Ideation and development, in small groups, of a marketing plan and a digital communication strategy for a cultural/heritage product. This work also involves the oral presentation-discussion of the project, including the justification-discussion of the decisions made, and the proposal-raising of questions to other groups.
Objective test	Exam with short questions (which may include multiple-choice, fill-in-the-blank, or true-false questions) on the theoretical content of the subject.

Methodologies	Competencies / Results	Description	Qualification
Objective test	A2 A5 A10 B1 C1 C5 C14	Development of an exam with short questions on the theoretical content. To pass the subject, it is necessary to pass the exam (obtain a minimum of 15 points).	30
Guest lecture / keynote speech	A2 A5 A10 B1 B6 C1 C2 C4 C12 C13	Attendance and (active) participation in theoretical classes, as well as attention to the issues discussed in them within the final project, will be valued up to one point in the final grade.	10
Workshop	A5 A10 B1 B5 C5 C8 C9 C10 C11 C12 C13 C14	Workshop practices have a maximum value of 2 points in the final grade. Their evaluation will depend on the number of practices submitted on time and in the proper manner, as well as the quality of the work. To count the workshop practices, the student must have attended, developed, and submitted at least 80% of the workshop-type practices (laboratory practices). Only practices/portfolios submitted on time and in the proper manner will be accepted. Failure to meet these requirements will result in the nullification of the submission and, therefore, its evaluation (zero points).	20
Supervised projects	A5 A10 B1 B5 B6 C1 C2 C4 C8 C9 C10 C11 C12 C13 C14	Group work. It has a maximum value of 40 points. Part of this grade (up to 10 points) will be determined by the oral presentation of the work. Only works submitted on time and in the proper manner will be accepted. Those works that do not meet these requirements will receive a score of 0 points.	40

Assessment comments
Here is the translation: With the proposal of each task and/or activity, the instructor(s) will explain in detail the content and formal guidelines, as well as the type of medium and submission date. To pass the subject, the student must obtain a minimum of 5 points in the overall score (50 points), and it is necessary to pass both parts (at least 15 points in the theoretical exam and 30 points between workshop and supervised work). This calculation does not include non-original student exercises, nor works submitted late or in a different format than indicated. Since one of the competencies of the subject is "Working in interdisciplinary teams" (C10), the evaluation includes a correction factor for groups that do not function as a team. For part-time students or those with an academic exemption from attendance, the evaluation of laboratory practices (workshop 20% of the grade) will be carried out through supervised work (which will count for 60% of the grade, including 10% for the presentation). Deliveries and follow-up methods will need to be established with the instructor(s). For the lecture, given the essential in-person and participatory nature of this methodology, attendance is necessary for its calculation (up to a maximum of 10% of the grade). In the case of fraudulent completion of tests or evaluation activities, duly verified, it will result in a failing grade (numerical score 0) in the subject for the corresponding academic term, whether the offense occurs in the first or second opportunity. For this, the grade will be modified in the first opportunity’s record if necessary. Those students who have not passed the subject in continuous evaluation (first opportunity) should only retake the failed part in the second opportunity. If the practical part is failed, the student should develop the final project again, individually, following the topics and guidelines specified by the instructors for the SECOND OPPORTUNITY. This project will have a value of 6 points in the final grade, with 1 point derived from the oral presentation-defense of the project. If the student, even after passing both parts, does not manage to pass the subject, they should contact the instructors to agree on which part or parts need to be repeated and how.

Basic	Ibanez, Juan A. (2015). El Museo 2. 0. La Comunicación y el Marketing de las Artes y la Cultura: El Nuevo Papel de los Periodistas y Dircoms. Icom 360 Ediciones Santos M. Mateos Rusillo (coord.) (2008). La comunicación global del patrimonio culturalicono barra herramientas. Trea Leal Jiménez, Antonio; Quero Gervilla, Mª José (2011). Manual de marketing y comunicación cultural.. Universidad de Cádiz Camarero Izquierdo, Carmen; Garrido Samaniego, Mª José (2004). Marketing del patrimonio cultural. Pirámide, ESIC
	Through the virtual campus, specific and updated references for each concrete section will be provided to the students. Additionally, other textual and multimedia content of interest will be available to complement the study of the subject.
Complementary

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