Bachelor’s Degree in Advertising, Marketing and Public Relations in Barcelona

Provides a broad understanding of the communication phenomenon, from its theoretical foundations to its application in contemporary contexts, both face-to-face and digital. The module examines classical and contemporary models and paradigms of communication—from Aristotle and Shannon to the critical, functionalist and interpretivist traditions—to understand how they shape the transmission of information, culture and social interaction. It also promotes the development of critical thinking and prosocial ethics in the creation of messages and communication strategies, fostering students’ ability to interpret, design and evaluate communication processes responsibly, creatively and with social commitment.

Provides a comprehensive overview of the historical evolution of advertising and public relations from Antiquity to the digital era. The module examines how technological, social and cultural changes have shaped communication languages, strategies and media, from the earliest written adverts to major global campaigns of the twenty-first century. It also explores the professionalisation of the sector, the emergence of advertising agencies and the role of key figures in the development of modern public relations. Through practical activities and research projects, students develop the ability to critically interpret the social and ethical impact of commercial communication, understanding its role in the construction of contemporary culture.

Explores the relationship between psychological processes and communication phenomena from a psychosocial perspective. The module examines the foundations of intrapersonal, interpersonal and mass communication, as well as the cognitive and emotional mechanisms involved in perception, persuasion and message construction. It addresses topics such as neuroscience applied to communication, socio-emotional competencies, personal branding and the impact of media and social networks on the formation of public opinion. Through practical activities and real-world cases, students learn to apply psychological principles to marketing and advertising, strengthening their skills in assertiveness, empathy and emotional regulation in professional communication contexts.

Analyses the fundamental principles of persuasive communication and the techniques used to influence audiences ethically and effectively in both oral and written contexts. Through the study of classical and contemporary rhetoric, the module explores the structure, content and stylistic devices of discourse, as well as the role of language, argumentation and non-verbal communication in persuasion processes. It also examines practical applications within advertising, public relations and communicative leadership, fostering the development of skills in oral presentation, critical thinking and message analysis. Students learn to design persuasive discourse tailored to different audiences, strengthening their ability to communicate with clarity, credibility and social responsibility.

Examines the organisation and dynamics of the global media communication system, exploring how economic, political and cultural forces shape contemporary information industries. The module studies the ownership and regulation of media conglomerates, the evolution of television, cinema, digital platforms and news agencies, as well as the emergence of new business and production models in the digital era. Through a combination of theoretical frameworks and practical analysis, students learn to evaluate real-world communication scenarios, interpret the interaction between media, society and power, and develop critical and ethical perspectives on the role of communication in democracy and social transformation. The module encourages reflection on media innovation, the public interest and the challenges of the information society.

Examines the technological, social and historical foundations of digital communication and the transformative impact of ICT on contemporary society. The module explores how technology influences the exchange of information, online interaction and media production, equipping students with the competencies required to design and manage digital communication projects. It introduces essential tools such as WordPress, Trello and Figma, alongside strategies for SEO and digital content creation. Students learn to analyse user behaviour, optimise search engine visibility and create effective content for online media. The module fosters an understanding of ICT as a driver of innovation, sustainability and global connectivity, promoting the ethical and creative use of technology in professional communication practice.

Deepens understanding of the techniques and genres of journalistic writing, from news and features to reportage, commentary, interviews and editorials. The module develops the linguistic and narrative skills required to write with accuracy, clarity and rigour, applying the principles of journalistic ethics and professional standards. It analyses the digital transformation of the sector and how traditional genres adapt to new multimedia formats. Students also build the ability to distinguish between information and opinion, select reliable sources and produce high-quality informative texts. The module promotes responsible, inclusive communication aligned with the Sustainable Development Goals, particularly equality, education and reducing inequalities.

Analyses the social value of communication and its role in shaping contemporary society from a sociological perspective. The module introduces the key concepts, thinkers and theories of classical and modern sociology—including Comte, Marx, Durkheim and Weber—and applies them to the study of mass media and public opinion. Topics include globalisation, the information society, media power and audiences, alongside social research methods and audience measurement in digital environments. The module promotes a critical understanding of the relationship between communication, culture and power, encouraging reflection on the social, economic and political effects of media, as well as its contribution to the Sustainable Development Goals and civic participation.

Focuses on developing creative competencies applied to advertising communication, integrating theory, analysis and professional practice. The module covers everything from the foundations of creative thinking to the end-to-end process of campaign creation across commercial, institutional and social contexts. Through individual and group exercises, students learn to analyse advertising messages, formulate creative concepts and design assets across different media, fostering innovation and social responsibility. The module promotes the development of campaigns aligned with the Sustainable Development Goals—such as gender equality, reduced inequalities and climate action—and builds the capacity to translate ideas into communication projects with real-world impact and ethical integrity.

Provides a comprehensive understanding of the origins, processes and strategies of public relations in both corporate and institutional contexts. Through a theoretical and practical approach, the module examines the design, implementation and evaluation stages of strategic communication programmes, as well as techniques of ethical persuasion and crisis management. Students learn to develop communication plans, analyse real-world case studies and apply tools related to branding, storytelling and transmedia communication. The module encourages critical thinking and the integration of advertising and public relations within broader communication strategies, with particular attention to gender equality and social responsibility in professional practice.

Provides a comprehensive overview of the historical evolution of communication from prehistory to the present day, analysing its relationship with the political, social, economic and cultural processes that have shaped societies. The module traces the major milestones in communication—from the invention of the printing press and the emergence of the press to the digital era—and highlights the influence of communication on phenomena such as the Reformation, revolutions, propaganda and globalisation. Through lectures and practical activities, students learn to critically interpret the role of the media throughout history and its impact on the formation of public opinion. The module reinforces values of equality, justice and sustainability, promoting an ethical and contextual understanding of communicative development.

Explores the fundamental principles of graphic design and their application within advertising, marketing and public relations. The aim is for students to develop the skills required to create, plan and manage visual identities, design advertising campaigns and apply the principles of typography and layout composition. Through practical workshops using tools such as Photoshop, students build competencies in art direction, logo design, corporate identity and visual communication. The approach combines theory and practice to foster creativity, innovation and technical precision, while also promoting gender equality and social responsibility throughout design and graphic production processes.

Provides a comprehensive understanding of the operation and communication strategies within traditional media, exploring their role in advertising and public relations. The module combines theory, practice and critical analysis to enable students to design, plan and implement an effective media plan, understanding the specific characteristics of radio, television and the press. It also encourages reflection on the social and ethical impact of advertising in contemporary society, with particular attention to the Sustainable Development Goals, such as gender equality, reduced inequalities and responsible consumption. Through the creation of branded content and the development of integrated campaigns, students acquire the competencies required to operate with creativity, professional rigour and critical thinking within today’s media environment.

Approaches organisational communication from a practical perspective aligned with current professional needs. The module provides the tools required to design internal and external communication strategies, manage corporate crises and strengthen institutional identity and reputation. Through real-world case studies and collaborative projects, students learn to analyse organisational culture and structure, develop internal communication plans and apply principles of corporate social responsibility (CSR) and the Sustainable Development Goals. The module also builds competencies in negotiation, leadership, teamwork and inclusive communication, preparing students to operate effectively in global, sustainable business contexts.

Explores the ethical and professional implications of communication within the cultural industries, marketing, advertising and public relations, promoting a critical and responsible understanding of professional practice. Through a theory-to-practice approach, the module addresses the core principles of applied ethics, corporate social responsibility and the relationship between freedom of expression, accuracy and transparency. It examines issues such as media violence, the representation of diversity, hate speech and the ethical management of communication crises. In addition, students develop projects designed to promote ethical values in society and reflect on the Sustainable Development Goals linked to gender equality, responsible consumption and climate action. The module fosters critical thinking, academic integrity and a commitment to ethical, inclusive and sustainable communication.

Explores the strategic role of public relations as an essential tool within corporate communication. The module teaches students to design, plan and evaluate public relations strategies tailored to different stakeholders, both internal and external, applying professional methodologies and ethical standards. Through practical case studies and group projects, students develop the competencies required to produce integrated communication plans, manage institutional image and apply techniques in corporate, media and digital communication. The module also promotes the responsible use of media, innovation within business environments and the integration of the Sustainable Development Goals, particularly in relation to gender equality, decent work and sustainable innovation.

Introduces students to the processes and techniques of graphic composition applied to advertising, combining theory, practice and creativity. The module develops skills in visual synthesis, analysis and composition through the use of tools such as Illustrator and Photoshop, fostering fluency in visual language and its application in real-world contexts within agencies and marketing and communication departments. The content covers corporate identity design, the creation of campaigns across conventional and unconventional media, and the production of editorial and advertising materials. In addition, it promotes critical awareness, visual innovation and the integration of the Sustainable Development Goals, particularly in relation to gender equality and sustainable cities, preparing students to operate with professionalism and social responsibility in the fields of graphic design and visual communication.

Analyses the legal framework governing freedom of expression and information, with particular emphasis on the public interest and the constitutional safeguards that protect these fundamental rights. The module examines personality rights within the field of communication, professional self-regulation, and the legal mechanisms available to address unlawful content. It also explores the legal framework of advertising, advertising contracts, and instances of unlawful advertising, including their regulation across audiovisual media, the Internet and public institutions. In addition, it considers the Spanish audiovisual media model and the regulatory framework applicable to communication service providers, including systems of content supervision and compliance. The module promotes an ethical and legally informed understanding of communication, aligned with the Sustainable Development Goals relating to gender equality and the strengthening of just and transparent institutions, reinforcing graduate employability and awareness of responsible professional practice.

Explores in depth the concept, evolution and role of public opinion in contemporary societies, addressing its political, social and communicative dimensions. The module analyses how public opinion is formed, transformed and expressed through the media, social networks and emerging agents of influence such as think tanks and influencers. It also examines key classical and critical theories — from Habermas to Noelle-Neumann — exploring their application to the analysis of current phenomena.

From a practical perspective, students develop the skills required to research, interpret and manage public opinion within institutional, corporate and social contexts, strengthening graduate employability and career progression pathways in communication and public affairs. The module integrates principles of gender equality, justice, sustainability and climate action in alignment with the Sustainable Development Goals, promoting responsible and ethical professional practice.

Introduces the core principles of economics applied to communication, journalism and public relations, enabling students to develop a robust understanding of the economic environment in which media organisations and sector businesses operate. The module covers key concepts including supply and demand, market failures, business structures and the functioning of financial markets. It also builds students’ ability to analyse economic information, apply critical thinking, and interpret microeconomic and macroeconomic data for communication-related decision-making and reporting.

The module integrates the Sustainable Development Goals linked to decent work, industry innovation and reducing inequalities, promoting a responsible, ethical and sustainable approach to economics within the communication sector, while supporting graduate employability and informed professional practice.

Provides a practical overview of the marketing and sales strategies and tools required to successfully develop commercial projects in both national and international contexts. The module covers essential concepts such as market segmentation, consumer analysis and value proposition design, integrating innovative methodologies including neuromarketing, inbound marketing and consultative and emotional selling techniques.

Key areas such as pricing strategy, brand communication and customer relationship management are also examined. Through case studies and business simulations, students learn to design sustainable commercial strategies, apply Marketing 4.0 tools and align decision-making with the Sustainable Development Goals, promoting an ethical, innovative and results-driven approach. The module strengthens graduate employability and supports career progression pathways within marketing, sales and strategic communication.

Explores the professional competences and tools required to manage strategic communication across a range of organisational settings. The module enables students to understand the objectives, functions and key audiences of public relations, applying qualitative and quantitative research methods to support decision-making and achieve organisational goals.

Through a practice-based approach, students learn to plan communication activities for public institutions, private companies, third-sector organisations or political parties, analysing audiences and applying effective communication strategies and techniques. The module also promotes values linked to the Sustainable Development Goals, particularly peace, justice and international cooperation, fostering ethical, collaborative and results-driven professional practice while strengthening graduate employability and career progression pathways in strategic communication and public affairs.

Provides an in-depth understanding of the fundamental principles of communication enterprises and their evolution towards emerging digital business models. The module analyses the structure, objectives, organisation and typologies of organisations within the sector — including radio, television, press, advertising and digital media — as well as their adaptation to technological innovation and shifting market dynamics.

Through the development of a Business Plan, students acquire the skills required to design, plan and evaluate business ventures, applying communication, marketing and financial management strategies within real-world contexts. This practice-led approach encourages creativity, innovation and entrepreneurial mindset, supporting work-based learning and strengthening graduate employability. The module also integrates the Sustainable Development Goals linked to decent work and responsible consumption and production, promoting sustainable and ethical business development within the communication industry.

Offers students the opportunity to personalise their academic pathway and deepen their knowledge in areas complementary to the core and compulsory components of the Bachelor’s Degree (Hons). Optional modules enable exploration of subjects related to communication, marketing, public relations, design and business management, broadening professional competences and fostering an interdisciplinary perspective.

Through a flexible and practice-oriented approach, these modules encourage specialisation, creativity and critical thinking, strengthening graduate employability and supporting clear career progression pathways. This personalised learning experience prepares students to respond effectively to labour market challenges with a global, ethical and sustainable outlook.

Explores art direction for advertising, combining creativity, strategy and technical expertise. The module introduces students to the role of the art director, including key responsibilities and competences within creative teams, and the use of advanced tools such as Illustrator, Photoshop and InDesign. The curriculum covers strategic design, graphic project management and production, the development of corporate visual identities, and the creation of sustainable campaigns aligned with the Sustainable Development Goals — particularly quality education, decent work and climate action.

Through individual and group projects, students learn to conceptualise, design and deliver visual campaigns across traditional and digital media, integrating innovation, social responsibility and critical thinking throughout the creative process, while strengthening graduate employability within the creative industries.

Provides the opportunity to broaden academic learning through complementary content that strengthens professional specialisation and supports students’ personal development. These modules allow students to explore specific areas such as communication, marketing, creativity, design or business management, in line with individual interests. With a practice-based and interdisciplinary approach, they foster critical thinking, innovation and adaptability in response to emerging sector challenges.

They also develop transferable skills linked to professional ethics, sustainability and international outlook, enriching the overall learning experience and enhancing graduate employability and career progression pathways.

Provides a broad understanding of the principles, processes and strategies underpinning advertising communication and public relations within organisations. The module combines theory and practice so that students learn to design, plan and manage strategic campaigns for different audiences — including institutions, businesses, political parties and the media — applying tools for research, planning, communication and evaluation.

It also explores the integration of digital media, social networks and artificial intelligence in contemporary communication, promoting an ethical and sustainable sector perspective. The curriculum aligns with the Sustainable Development Goals, promoting gender equality, decent work, responsible consumption and global cooperation, preparing students to act with leadership, responsibility and strategic thinking in professional communication contexts while strengthening graduate employability.

Prepares students to join professional corporate communications and press office teams within companies, institutions or agencies, developing competences in the planning, management and evaluation of communication strategies. The module combines theory and practice through activities that simulate the day-to-day work of a communications office, covering internal and external communication, media relations, crisis communication and ethical, accurate communication.

Students learn to produce overall and targeted communication plans, write press notes and media statements, and deliver persuasive public presentations. This practice-led approach promotes social responsibility, gender equality and sustainability, aligning with the Sustainable Development Goals and recognised professional standards within the sector, while strengthening graduate employability.

Equips students with a comprehensive understanding of the functions, competences and responsibilities of the Account Management Department within an advertising or public relations agency. Through a practical and collaborative approach, the module develops the skills required to manage client relationships, coordinate multidisciplinary teams and deliver integrated communication strategies from initial planning through to campaign implementation.

The curriculum covers strategic planning, the preparation of client briefs, budget control and performance evaluation, encouraging creativity, proactivity and leadership. It also promotes an ethical, sustainable and socially responsible perspective on professional practice, integrating the Sustainable Development Goals, particularly SDG 13: Climate Action, into project management and decision-making within the advertising and communication environment, while strengthening graduate employability.

Enables students to personalise their academic pathway by choosing modules that complement and extend their core programme. These optional modules provide the opportunity to deepen expertise in areas such as communication, marketing, creativity, business management or digital innovation, tailored to each student’s interests and professional ambitions. With a practice-based and interdisciplinary approach, they foster critical thinking, specialisation and adaptability to meet emerging labour market demands, strengthening graduate employability and career progression pathways.

They also promote values of ethics, sustainability and social responsibility, reinforcing students’ holistic development and international outlook.

Provides students with the opportunity to broaden and diversify their academic development through complementary modules that enhance their academic and professional profile. These subjects enable deeper exploration of specific areas of interest — such as communication, marketing, creativity or business management — while developing transferable competences applicable across a range of professional contexts.

With a practical, innovative and multidisciplinary approach, the modules encourage autonomy and critical reflection, as well as the ability to adapt to sector developments. They also contribute to a learning experience grounded in professional ethics, sustainability and the Sustainable Development Goals, preparing students to address professional challenges with a global, responsible and strategically informed perspective, while strengthening graduate employability.

Offers students the opportunity to personalise their academic pathway, enabling them to select content that complements their core studies and enhances their professional profile. These modules support specialisation in areas such as communication, marketing, advertising, design or business management, while developing essential transferable competences for performance in dynamic professional environments.

Through a practical and interdisciplinary approach, they promote creativity, critical thinking and innovation, integrating values of social responsibility, sustainability and professional ethics into both academic practice and future professional activity, thereby strengthening graduate employability and clear career progression pathways.

Provides the opportunity to tailor academic study to students’ individual interests and professional objectives. These complementary modules enable deeper engagement with specific areas such as communication, marketing, creativity, design or business management, enhancing both specialist expertise and a broad, global perspective.

With a practical and multidisciplinary approach, they foster innovation, critical thinking and independent learning. The modules also promote values of social responsibility, sustainability and professional ethics, aligning with the Sustainable Development Goals and contributing to students’ holistic development, while strengthening graduate employability and long-term career progression pathways.

Constitute a core formative experience that enables students to apply acquired knowledge within real professional environments and develop the competences required for successful entry into the labour market. Through partnership agreements with organisations in the advertising, marketing and public relations sectors, students undertake activities related to communication, brand management, media planning and campaign development, reinforcing work-based learning and graduate employability.

These placements foster autonomy, responsibility and teamwork, while strengthening key skills such as creativity, problem-solving and analytical ability. They also integrate the Sustainable Development Goals (SDGs) as a cross-cutting framework, promoting an ethical, innovative and sustainability-driven professional outlook aligned with contemporary industry standards and career progression pathways.

Enables students to design, develop and deliver a research project in the field of marketing, advertising and public relations, applying both quantitative and qualitative methodologies. The module builds students’ ability to formulate research questions, define objectives, select appropriate research tools and analyse data to inform strategic decision-making.

Throughout the module, students undertake an independent study culminating in the submission, presentation and viva defence of a final report, integrating critical thinking alongside strong written and oral communication skills. The module also embeds the Sustainable Development Goals (SDGs) as a cross-cutting theme, linking research activity to real social, economic and environmental challenges. This project consolidates the professional competences required to investigate, interpret evidence and propose innovative solutions in today’s business and communication contexts, strengthening graduate employability and future career progression pathways.

Analyses the importance of integrated marketing communications (IMC) as a strategic tool for strengthening brand identity and optimising business performance. The module combines theory and practice to develop students’ ability to design, plan, implement and evaluate integrated campaigns that coordinate advertising, sales promotion, public relations, digital marketing and direct communication.

Across the curriculum, students explore IMC planning models, message management, brand decision-making and consumer behaviour analysis. The module also promotes the use of innovative and sustainable methodologies aligned with the Sustainable Development Goals — industry, innovation and climate action — encouraging creativity, integration and ethical decision-making within global and digital communication contexts, while strengthening graduate employability and career progression pathways.

Addresses the strategic management of brands in a highly competitive global market, exploring how to create value, differentiation and an emotional connection with consumers. The module combines theoretical analysis with the practical application of tools to design, build and manage strong brands through coherent strategies for identity, positioning and communication.

The curriculum covers brand performance evaluation, the development of visual and verbal identity, brand architecture, and the integration of digital channels and influencers to build brand equity. It also addresses challenges such as rebranding, brand extension and global adaptation, embedding principles of ethics, sustainability and innovation. Through strategic and creative projects, students gain the competences required to lead and position purpose-driven brands with impact, coherence and long-term value, strengthening graduate employability and career progression pathways in brand and communications leadership.

Develops an advanced understanding of strategic marketing management and its application within dynamic and competitive business environments. The module equips students to analyse the market environment, identify opportunities and threats, and design effective marketing strategies for both national and international markets.

Throughout the module, students examine the foundations of strategic marketing — product, price, distribution and communication — alongside the use of analytical tools and planning models to support evidence-based decision-making. The curriculum includes the development of a strategic marketing plan, integrating theory, practical application and innovative methodologies. The module promotes competences in leadership, critical thinking and technological adaptability, aligned with the Sustainable Development Goals (quality education, decent work, innovation and responsible consumption), strengthening graduate employability and clear career progression pathways.

Provides a comprehensive overview of international marketing and the strategies required to operate successfully in global markets. The module prepares students to analyse international environments, design global marketing plans, and make informed decisions regarding product, price, communication and distribution tailored to specific cultural contexts.

Through case studies and practical workshops, students explore topics such as international market research, market entry strategies, international segmentation and positioning, and the adaptation of brands and pricing in response to local market characteristics. The module also examines the challenges of globalisation, e-commerce and intercultural communication in commercial contexts.

The course promotes an ethical and sustainable perspective aligned with the Sustainable Development Goals, particularly industry innovation and responsible consumption, equipping students to operate effectively and responsibly within the international business environment while strengthening graduate employability and global career progression pathways.

Explores strategic marketing management applied to competitive environments at both national and international level. The module enables students to design, implement and evaluate marketing strategies grounded in environmental analysis, market segmentation and the effective application of the marketing mix.

Through case studies and applied projects, students develop the competences required to identify business opportunities, optimise resources and lead strategic planning processes, using innovative methodologies and technological tools such as Excel and Power BI to support data-driven decision-making.

The module fosters critical thinking, analytical capability and the ability to anticipate market developments, embedding innovation, sustainability and the Sustainable Development Goals as core principles of responsible and globally oriented marketing practice, thereby strengthening graduate employability and long-term career progression pathways.

Explores project management applied to marketing, integrating knowledge, tools and techniques to plan, deliver and evaluate projects effectively. The module equips students to lead multidisciplinary teams, manage budgets, timelines and resources, and ensure outcomes are aligned with the organisation’s strategic objectives.

Through agile methodologies and platforms such as Asana, Helium 10 and Jungle Scout, students apply project management principles to real-world initiatives related to digital marketing, market research and international expansion. The module promotes data-driven decision-making, innovation and sustainability, fostering competences aligned with the Sustainable Development Goals, particularly SDG 3: Good Health and Well-being, while strengthening graduate employability and career progression pathways in strategic marketing and operations.

Explores digital marketing strategies and tools applied to e-commerce within an international context. The module covers the foundations of SEO, SEM, email marketing and web analytics, enabling students to design and implement a comprehensive digital marketing plan aligned with organisational objectives.

Throughout the module, students examine e-commerce platforms, processes relating to order management, online payments and digital logistics, as well as the international legal frameworks governing online transactions. Through applied case studies, students learn to identify market opportunities, develop multichannel strategies and create consumer-focused innovative solutions.

The module also promotes values aligned with the Sustainable Development Goals, particularly quality education, decent work and responsible innovation, fostering ethical, globally aware and data-informed professional practice while strengthening graduate employability and international career progression pathways.

Represents the culmination of the student’s academic journey, integrating the knowledge and competences acquired throughout the Bachelor’s Degree (Hons) in Advertising, Marketing and Public Relations. It consists of the individual development of a project, dissertation or applied study demonstrating the ability to analyse, plan and propose innovative solutions within a professional context.

Under the supervision of an academic tutor, students must evidence advanced skills in research, communication, creativity and strategic thinking, adhering strictly to principles of academic integrity and ethical practice. The project concludes with a public viva before an examination panel, where research quality, clarity of presentation and argumentative coherence are formally assessed.

The Final Year Project also embeds the Sustainable Development Goals — including good health and well-being, gender equality, responsible consumption, climate action and partnerships — consolidating an ethical, sustainable and excellence-driven professional formation while strengthening graduate employability and long-term career progression pathways.

Analyses the digital communication environment and the emerging professional contexts resulting from technological transformation. The module develops the competences required to create and enhance digital participation dynamics, exploring the principles of multimedia and transmedia communication applied to marketing, advertising and public relations.

Students examine the characteristics of the online consumer, the role of community management, content marketing, UGC (User Generated Content), and emerging trends such as advergaming and gamification. Through practical projects, students learn to design innovative and sustainable digital communication strategies, integrating values of gender equality and professional ethics in alignment with the Sustainable Development Goals, while strengthening graduate employability and adaptability within evolving digital industries.

Explores the theoretical and practical methods of advertising creativity, equipping students with the tools to develop original, effective and sustainable ideas across diverse formats and media channels. Through lectures and practical workshops, students apply techniques to stimulate creative thinking, strengthen conceptual and strategic skills, and implement innovation processes within advertising campaigns.

The module integrates applied creativity with market research, copywriting, art direction, and the use of emerging technologies such as artificial intelligence. It also encourages the development of projects aligned with the Sustainable Development Goals, promoting an ethical, responsible and transformative creative practice within the field of professional communication, while enhancing graduate employability and long-term career progression pathways.

Analyses the strategic role of international public relations within twenty-first-century geopolitics and the global economy, providing a contemporary, practice-oriented and internationally focused perspective on the discipline. The module develops advanced communication, social and intercultural competences across diverse contexts, fostering the ability to adapt messages to different economic, political and cultural environments. Through debates, case studies and international projects, students learn to design global communication plans, apply the principles of public diplomacy, and manage corporate reputation in transnational markets. The module integrates the Sustainable Development Goals, with particular emphasis on gender equality (SDG 5), responsible consumption (SDG 12) and global partnerships (SDG 17), promoting ethical, sustainable and culturally informed professional practice while strengthening graduate employability and international career progression pathways.

Provides the knowledge required to plan and manage advertising campaigns and media strategies effectively. The module equips students to analyse audiences, select appropriate media channels and evaluate the effectiveness of communication initiatives, combining research methods with strategic planning.

Through practical application, students examine key traditional and digital media, micro-segmentation techniques, and emerging trends such as geotargeting, artificial intelligence and big data in advertising. The programme develops competences in negotiation, performance analysis and media planning, focusing on measurable impact and budget optimisation. It also embeds a commitment to gender equality (SDG 5) and promotes an ethical, responsible and sustainable approach to advertising management, strengthening graduate employability and career progression pathways within media and strategic communication.

Analyses the application of communication principles in corporate and institutional contexts, equipping students with the competences required to design, plan and manage corporate messaging and identity across traditional and digital media. The module covers internal communication, reputation management, media relations, event organisation and crisis communication, alongside strategies related to corporate social responsibility and sustainability.

It also examines institutional communication within the public sector and non-governmental organisations, addressing intercultural adaptation and the challenges of globalisation. Through case studies, presentations and event planning projects, students develop a comprehensive understanding of organisational communication grounded in ethics, innovation and the Sustainable Development Goals (SDGs 3, 11 and 12), strengthening graduate employability and career progression pathways in corporate and public affairs communication.

Explores the principal theories and methodologies in audience research, examining how individuals and groups interpret, engage with and participate in media environments. The module addresses both classical and contemporary approaches to media reception, from uses and gratifications theory to the role of active audiences in digital contexts.

Students develop advanced skills in the analysis of quantitative and qualitative data, media planning and the practical application of research within communication and marketing settings. The module also examines phenomena such as fandom, audiovisual consumption and unauthorised or “pirate” audiences, encouraging critical reflection on the relationship between media, culture and participation.

Through applied projects, students gain the competences required to interpret audience behaviour, design evidence-based communication strategies and evaluate media effectiveness from a critical, ethical and data-informed perspective, strengthening graduate employability and career progression pathways within media, marketing and strategic communication.

Explores the impact of artificial intelligence on project management within the fields of advertising, marketing and public relations. The module equips students to plan, deliver and oversee projects that integrate AI-driven solutions, ensuring the efficient, ethical and sustainable application of these technologies.

Through case analysis and the practical use of digital tools, students learn to apply artificial intelligence to audience segmentation, message personalisation and real-time campaign performance measurement. The curriculum also addresses programmatic automation, big data analytics, chatbots and virtual assistants, alongside the ethical and legal implications associated with data use and algorithmic decision-making.

The module promotes critical thinking, innovation and social responsibility, aligning with the Sustainable Development Goals, particularly those related to quality education and climate action, while strengthening graduate employability and forward-looking career progression pathways in digitally driven communication environments.

Explores corporate and institutional communication through a theoretical and practical approach that integrates brand creation and management with comprehensive communication strategies. The module equips students to design and implement communication plans that strengthen an organisation’s identity, reputation and corporate image.

Through experiential marketing, students learn to build strong brands by managing visual identity, spatial design, internal communication, events and crisis communication. The programme fosters creativity, problem-solving and teamwork, linking theory and practice through simulated business projects and applied case work.

It also promotes ethical and sustainable communication aligned with the Sustainable Development Goals, particularly those related to innovation, equality and institutional partnerships, strengthening graduate employability and strategic career progression pathways within corporate and institutional environments.