Thursday, 21 January 2010

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Syllabus Strategies in 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. Methodology Master Class. Be enhanced also, discussion and class participation....