Syllabus Strategies in Corporate Identity and Advertising Policy 3 ECTS Credits. 1st term Coordinator Professor Victor Curto Objectives Knowing and elaborate the concepts, history, players, strategies and techniques of political advertising. Locate the institutional advertising government today: concept, importance, functions, management. Study the strategies of political advertising and the dynamics of electoral campaigns. Carry out a practical project of institutional advertising. Contents. I. Theoretical background and history of political advertising. (14/10/08) Victor Curto. 1.The term “institution”. Public administration models and correlation with the functions of institutional advertising 2. Institutional ads vs.. Propaganda. Definitions, definition, scope, and advertising features metapublicitarias 3. History of institutional advertising 4. Legal framework of institutional advertising in the Spanish state II. From theory to practice institutional advertising. (21/10/08) Victor Curto. Specific features of institutional advertising. Strategic management of institutional advertising The practice of institutional advertising Analysis models of institutional advertising Briefing the case study III. Communication in electoral processes. (28/10/08) Mario Herreros. Conceptual framework of political marketing Political propaganda to political advertising Forms of political advertising advertising Political Propaganda Techniques IV. Campaigns. (4/11/08) Marc Puig. Strategic management of election campaigns The vision of the party The vision of the advertising agency The vision of the voter Future trends V. Political marketing: a view not advertising (11/11/08) Toni Aira. Political Communication. An overview Journalism and Political Marketing Political communication: the role of media Spin doctors and advisory teams New formats for political communication VI. Institutional communication. Government as advertiser. (18/11/08) Enric Casas. Government as advertiser: specific features The citizen-institution relationship from the perspective of institutional advertising The poster institutional management processes Case study: The City of Barcelona VII. Case Study. (25/11/08) Victor Curto. Consultation and tutoring of the course work VIII. Oral presentations. Conclusions. (2/12/08) Victor Curto. Josyann Abisaab Methodology Master Class. Be enhanced also, discussion and class participation. Group work to do outside school hours. Tutored. Rating: A. Reports / group work B.Final Draft Announcements Date course evaluation (first call): Delivery of final draft on December 2, 2008 Second call date: September 15, 2009 Bibliography Each teacher will present literature according to its specific material. As introductory bibliography: STATE GENERAL ADMINISTRATION. Annual Plan Institutional Advertising and Communication 2008. Online Madrid: Administraci n General del Estado, 2007. Consulta: 15 April 2007 AIRA, T. Marketing pol tic: L’art de guanyar eleccions.

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