| Study programme competencies |
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Code
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Study programme competences
|
| 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 |
| Defining public relations and identifying its characteristics and implicationsin the development of communication iniciatives in the fashion industry
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A3
A8
|
B1
B2
B4
|
C1
C3
|
| Identifying and describing the functions and tools of public relations, as well as the different strategic and operational phases of a PR campaign
|
A3
|
B3
B7
B9
|
C7
C8
|
| Identiying and analyzing the subjects that intervene in the activity of PR, recognizing the professional roles of the discipline and its particularities. |
A3
|
B6
|
C4
C5
C7
|
| Designing PR campaings and crisis communication plans for fashion industry
|
A8
|
B2
B3
B4
B5
B6
B7
B8
B9
|
C3
C9
|
| Contents |
| Topic |
Sub-topic |
Part I. The advertising in the fashion industry
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1.1. Definition of advertising
1.3. Advertising characteristics in fashion industry
1.4. Short history of advertising in fashion industry
1.4. Advertising agency and the fashion companies: services and workflow
1.8. Digital campaigns in fashion industry
1.9. The ethics in advertising
|
| Part II. Public relations in fashion industry |
2.1. Concept and characteristics of public relations
2.2. Characteristics of PR in fashion industry
2.3. Functions of PR in fashion industry
2.4 Short history of PR in fashion industry
2.5. Strategic and operational plannification in fashion industry
2.6. Publics, public opinion, media: stakeholders, publics and target.
2.7. Media and PR
2.8. Management, organization and logistics of events
2.9. Fashion events
2.10.Protocol in fashion industry
2.11.Crisis communication
2.12 Crisis communication plan |
| Part III. Trends in fashion communication |
3.1. Carreers in marketing communication in fashion industry |
| Planning |
| Methodologies / tests |
Competencies |
Ordinary class hours |
Student’s personal work hours |
Total hours |
| Oral presentation |
A5 B6 C2 C5 C8 |
3 |
14 |
17 |
| Workshop |
B1 B2 B3 B4 B5 B8 B9 C1 C3 C7 C9 |
21 |
19 |
40 |
| Multiple-choice questions |
A1 A8 B1 |
1 |
20 |
21 |
| Guest lecture / keynote speech |
A1 A3 A8 B7 C4 |
21 |
47 |
68 |
| |
| Personalized attention |
|
4 |
0 |
4 |
| |
| (*)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 carry out final work in groups. They must hand in a written work as well as an oral presentation at the end of the course. The oral defense of this task will be done the last week of the course and it will be evaluated.
|
| Workshop |
Students will receive instructions from the teacher to guide the practical work. They should prepare a final work in groups that will be developed both in the classroom (interactive session) and outside the classroom (autonomous work) and whose evidence will be the presentation of a written work and its oral defense at the end of the course.
|
| Multiple-choice questions |
Multiple choice multiple choice test in which only one option is correct. Incorrect answers will not penalize
|
| Guest lecture / keynote speech |
Presentation of the different topics of the subject with the help of slides and audiovisual support |
| Personalized attention |
|
|
| Description |
If there is any doubt regarding the material explained in class, hours of tutoring are available for this purpose. For students with recognition of part-time dedication and academic exemption can benefit from a specific tutoring schedule that will be agreed with the teacher and compatible with their dedication of the student.
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| Assessment |
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Methodologies
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Competencies |
Description
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Qualification
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| Oral presentation |
A5 B6 C2 C5 C8 |
All the members of the group must present the final task orally. In the oral part, students must adequately defend the key points of the task and demonstrate knowledge in the topic, thus properly answer the questions posed by the teacher, if any. The maximum grade will weigh 10% of the final grade. All team members will get the same grade. |
10 |
| Multiple-choice questions |
A1 A8 B1 |
Multiple choice test. Knowledge of the subjetc will be evaluated |
50 |
| Workshop |
B1 B2 B3 B4 B5 B8 B9 C1 C3 C7 C9 |
Students must present a final work that will be made in groups. This work will take place both in interactive sessions and outside of the class (autonomous work). The written work will be presented at the end of the course. It must respect the evaluation criteria socialized in class. The written work represents 40% of the final grade. All group members will get the same marks.
In order to pass the practical assignment, students must get at least 2.5 points out of 5 as a result of the sum of the written work (40%) and its oral presentation (10%). |
40 |
| |
|
Assessment comments |
To pass this subject, students must pass either the final exam and the
final assigment with a minimun of 2,5 out of 5 for each of the part
mentioned. A minimum of 5 point will be requiered for the students to
pass the subjetc.
Students with "dispensa académica de exención de asistencia" must do the
oral presentation (10%), the written work (40%) and the exam (50%). To
pass the subject, a minimum of 2,5 points out of 5 must be achieved in the
final exam, as well as in the practical part (oral presentation and
written work) a minimum of 2,5 points out of 5. The minimum to pass the
subject is 5 points.
The introduction of any technological device in the classroom is banned in the exam. |
| Sources of information |
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Basic
|
|
|
Aaker, D.
(1991). “Managing Brand Equity: Capitalizing on the Value of a Brand Name”,
Free Press, New York. Chevalier,
M. and Mazzavolo, G. (2008): “Luxury Brand Management: A World od Privilege”,
Jhon Willey and Sons, Singapore. Garre, O.
(2018). “Marketing y comunicación de moda, lujo y lifestyle”. CEU, Madrid. Graham, B.
(2018). Promocionar la moda: comunicación, marketing y publicidad”. Promopress,
Madrid. Lea-Greenwood,
G. (2013): “Fashion Marketing Communications”, Wiley, 1st Ed. Martínez-Navarro,
G. (2017). “Marketing y comunicación de moda”. Esic, Madrid. Mitterfellner,
O. (2019): “Fashion Marketing and Communication: Theory and Practice Across the
Fashion Industry”, Routledge, 1st Ed. Posner, H.
(2016). “Marketing de moda”. Gustavo Gill, Barcelona Tungate, M.
(2008): “Fashion Brands”, Kogan Page, London, 3rd Ed. |
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Complementary
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| Recommendations |
| Subjects that it is recommended to have taken before |
| Promotional Strategies in Fashion I: Communication/710G03021 | | Fashion Marketing and Market Research/710G03012 |
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| Subjects that are recommended to be taken simultaneously |
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| Subjects that continue the syllabus |
| Promotional Strategies in Fashion I: Communication/710G03021 |
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