| Competencies / Study results |
| Code | Study programme competences / results |
| A3 | To develop competencies for interpersonal relations and interaction with external and internal stakeholders (customers, suppliers, media, partners…) |
| A8 | To be able to design and implement efficient marketing strategies from knowledge of the social environment, with a focus on communication and distribution: messages, media, channels, customer relationships, etc… |
| B1 | That students demonstrate that they acquired and understood knowledge in a study area that originates from general secondary education and that can be found at a level that, though usually supported by advanced textbooks, also includes aspects implying knowledge from the avantgarde of its field of study |
| B2 | That students know how to apply their knowledge to their job or vocation in a professional form, and have the competencies that are usually demonstrated through elaboration and advocacy of arguments and problem resolution within their field of study |
| B3 | That students have the capacity to collect and interpret relevant data (normally within their field of study) in order to issue judgements that include a reflection upon relevant topics in the social, scientific or ethical realm |
| B4 | That students may convey information, ideas, problems and solution to the public, both specialized and not |
| B5 | That students develop those learning skills that are needed to undertake ulterior studies with a high degree of autonomy |
| B6 | Capacity for cooperation, team-work and collaborative learning in interdisciplinary settings |
| B7 | Capacity to analyse trends (critical thinking) |
| B8 | Capacity to plan, organize and manage resources and operations |
| B9 | Capacity to analyse, diagnose and take decisions |
| C1 | Adequate oral and written expression in the official languages. |
| C3 | Using ICT in working contexts and lifelong learning. |
| C4 | Acting as a respectful citizen according to democratic cultures and human rights and with a gender perspective. |
| C5 | Understanding the importance of entrepreneurial culture and the useful means for enterprising people. |
| C7 | Developing the ability to work in interdisciplinary or transdisciplinary teams in order to offer proposals that can contribute to a sustainable environmental, economic, political and social development. |
| C8 | Valuing the importance of research, innovation and technological development for the socioeconomic and cultural progress of society. |
| C9 | Ability to manage times and resources: developing plans, prioritizing activities, identifying critical points, establishing goals and accomplishing them. |
| Learning aims | |||
| Learning outcomes | Study programme competences / results | ||
| Identify the differences between public relations and advertising and their characteristics and implications in the development of communication for a fashion company | A3 A8 |
B1 B2 B4 |
C1 C3 |
| Identiying and analyzing the subjects that intervene in the activity of PR and advertising, recognizing the professional roles of the discipline and its particularities. | A3 |
B6 |
C4 C5 C7 |
| Create press releases and organize press conferences | A3 |
B3 B7 B9 |
C7 C8 |
| Design and implement a digital project (social media and website) | A8 |
B2 B3 B4 B5 B6 B7 B8 B9 |
C3 C9 |
| Contents |
| Topic | Sub-topic |
| Lesson 1: Introduction to the Practice of Public Relations and Advertising in Fashion | 1.1. Concept of PR and advertising. 1.2. History of PR and the four models of PR. 1.3. Functions of PR. 1.4. Stakeholder and public opinion management 1.5. The communication department and professional roles. 1.6. Public relations and advertising agencies |
| Lesson 2: Strategic and Operational Planning of Online Public Relations and Advertising | 2.1. The digital marketing and social media plan. 2.2. Owned media. 2.3. Earned media. 2.4. Advertising: Paid media. 2.5. Monitoring |
| Lesson 3: Event Organization and Protocol | 3.1. Corporate events as a marketing tool. 3.2. Types of events in the fashion industry. 3.3. The fashion show. 3.4. The International Fashion Week. 3.5. Production and communication of a fashion event. 3.6. Professional figures in event production. 3.7. Business protocol. |
| Lesson 4: Media Relations | 4.1. The media in the fashion industry. 4.2. Media relations. 4.3. Press materials. |
| Planning | ||||
| Methodologies / tests | Competencies / Results | Teaching hours (in-person & virtual) | Student’s personal work hours | Total hours |
| Oral presentation | B6 C5 C8 | 6 | 12 | 18 |
| Supervised projects | B2 B3 B4 B5 B8 B9 C1 C3 C9 | 15 | 37.5 | 52.5 |
| Multiple-choice questions | A8 B1 | 1 | 0 | 1 |
| Aprendizaxe servizo | A3 B3 C3 C7 | 0 | 3 | 3 |
| Guest lecture / keynote speech | A3 A8 B7 C4 | 21 | 52.5 | 73.5 |
| Personalized attention | 2 | 0 | 2 | |
| (*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||
| Methodologies |
| Methodologies | Description |
| Oral presentation | Students will deliver several evaluated oral presentations throughout the course. |
| Supervised projects | In the supervised projects, students will receive instructions from the teacher to guide the practical work. They must prepare, in groups, various projects that will be developed both in the classroom (interactive session) and outside of it (autonomous work). The evidence of their work will be the written presentation throughout various submissions during the course. |
| Multiple-choice questions | Multiple choice multiple choice test in which only one option is correct. Incorrect answers will penalize |
| Aprendizaxe servizo | Students, on a voluntary basis, will be able to carry out an "APS" methodology by creating a supervised project from a social perspective. There is no difference between the submissions and evaluation criteria between the project requested under the "supervised project" methodology and the APS. The APS and the "supervised project" activity are exclusive, so students must choose between carrying out one or the other activity. |
| Guest lecture / keynote speech | Presentation of the different topics of the subject with the help of slides and audiovisual support |
| Personalized attention |
|
|
| Assessment | |||
| Methodologies | Competencies / Results | Description | Qualification |
| Oral presentation | B6 C5 C8 | The students will orally present the digital project at the end of the course. It will be evaluated up to 0.5 points. Another 0.5 points will come from the participation in monthly presentations and other activities carried out in class. | 10 |
| Multiple-choice questions | A8 B1 | Individual multiple-choice test with a single correct answer. Incorrect answers will be penalized. The exam, being an individual assessment, should be prepared using all the available materials on the virtual platform, which means not only relying on the slides but also utilizing the readings, audiovisual materials, and notes taken in class. It is necessary for the students to pass the exam, meaning they need to obtain a grade equal to or higher than 2.5 out of a maximum of 5 points. | 50 |
| Supervised projects | B2 B3 B4 B5 B8 B9 C1 C3 C9 | In groups, students must design and execute a digital project. Students must work on it throughout the course. During this period, students will present a monthly report of results. The students' ability to monitor the obtained results and to identify and implement strategies to improve their outcomes will be evaluated. The total points for this project are 3. The students will also organize an event, which will be evaluated for a total of 1 point. | 40 |
| Aprendizaxe servizo | A3 B3 C3 C7 | Students who voluntarily decide to do APS will work on a digital project. Through APS, students will carry out a social content project that addresses the 2030 Agenda for Sustainable Development. The students will be required to work on the project throughout the course. During this time, students will submit a monthly report on the results. The students' ability to monitor the obtained results, as well as identify and implement strategies to improve their outcomes, will be evaluated. As mentioned in the methodology section, the "APS" activity and the "supervised project" are mutually exclusive, so students will choose between one or the other activity. Thus, the total points earned for this APS project are 3. The students will also organize an event, which will be assessed with a total of 1 point. |
0 |
| Assessment comments | |||
|
REGULATIONS All aspects related to "academic exemption,""study dedication," "academic continuity," and"academic fraud" will be governed according to the current academicregulations of UDC. TYPES OF GRADES a) GRADE OF NOT PRESENTED This applies to students who only participate in assessment activities that have a weighting of less than 20% of the final grade, regardless of the grade achieved. b) STUDENTS WITH RECOGNITION OF PART-TIME DEDICATION AND ACADEMIC EXEMPTION (ATTENDANCE EXCEPTION) Students with academic exemption will be asked to do an oral presentation (10% of the score), and present a digital project (40% of the score), and an exam (50% of the score). The project must be done autonomously. Students with "dispensa" may defend their project online if requested. To pass the subject, a minimum of 2.5 out of 5 points must be achieved in the final exam, as well as a minimum of 2.5 out of 5 in the project (oral presentation and written work). The final grade will be the sum of both parts. EVALUATION OPPORTUNITIES A. FIRST AND SECOND OPPORTUNITY. To pass the subject, students must pass both the final exam and the final work with a minimum of 2.5 out of 5 for each part. The minimum to pass is 5 points resulting from the sum of the two parts. If one of the two parts is failed, the final grade will reflect the grade of the failed part evaluated on a scale of 0 to 10. If both parts are failed, the grade will reflect the one with the highest score on a scale of 0 to 10.The official assessment system and dates will apply to all students of the subject, including Erasmus and exchange students. Students who have passed the subject may not attend the second opportunity to improve their grade. The assessment criteria for the second opportunity will be the same as those for the first. Students who did not pass the subject on the first opportunity must adhere to the following criteria: a) Project passed and exam failed. Students must retake the exam (50% of the grade). These students may resubmit the project; otherwise, the grade obtained in the first opportunity will be maintained. The project for the second opportunity must respect the contents required in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. b) Project failed and exam passed. The project for the second opportunity must respect the contents required in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. Students may retake the exam (50% of the grade); otherwise, the grade obtained in the first opportunity will be maintained. c) Project and exam failed. Both parts must be retaken. The project for the second opportunity must respect the contents required in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. The exam will also be 50%. B. For the extraordinary call , the evaluation will be a multiple-choice test (objective test withmultiple-choice answers) (100% of the score) with various answer options, whereerrors will be penalized. |
|||
| Sources of information |
| Basic |
Mitterfellner, O. (2019). Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Routledge
Lea-Greenwood, G. (2013). Fashion Marketing Communications. Wiley
Chevalier, M. and Mazzavolo, G. (2008). Luxury Brand Management: A World od Privilege. Jhon Willey and Sons
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press
Posner, H. (2016). Marketing de moda. Gustavo Gill
Martínez-Navarro, G. (2017). Marketing y comunicación de moda. ESIC
Garre, O. (2018). Marketing y comunicación de moda, lujo y lifestyle. CEU, Madrid
Graham, B. (2018). Promocionar la moda: comunicación, marketing y publicidad. Promopress |
|
|
|
| Complementary | |
|
|
| Recommendations | ||
| Subjects that it is recommended to have taken before | ||
|
| Subjects that are recommended to be taken simultaneously |
| Subjects that continue the syllabus | |
|
| Other comments | |