Bachelor’s Degree in Advertising and Public Relations


Basic competences

  • Students have demonstrated to possess and understand knowledge in an area of study that starts from the base of general secondary education, and is usually found at a level that, although supported by advanced textbooks, also includes some aspects that imply Knowledge of the vanguard of their field of study.
  • Students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and problem solving within their area of study.
  • Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues.
  • Students can transmit information, ideas, problems and solutions to a specialized and non-specialized public.
  • Students have developed those learning skills necessary to undertake higher education with a high degree of autonomy.

General competences

  • Express oneself fluently and effectively in the official languages of the Autonomous Community in an oral and written form and know how to take advantage of the most appropriate linguistic and literary resources for each medium and each type of audience according to a level equivalent to a C1 in the Common European Framework for References of Languages in relation to the official languages of the Autonomous Community for the specific field of communication studies.
  • Express oneself effectively, both in oral and written texts, in a foreign language at level B2 according to the Common European Framework of Reference for Language skills using the specific lexis needed in the studies of Communication.
  • To Know and use with communicative effectiveness systems and computer resources and their interactive applications.
  • To know the state of the world and media, as well as their recent historical evolution, and to understand their different parameters (political, economic, cultural, aesthetic, and religious).
  • To know the structures and policies of communication.
  • To develop the analytical capacity for the understanding and the analysis of the different stories and of hypertextual formats.
  • To know the audiovisual market and manage and promote content in different media.
  • Knowing, understanding and critically analysing the relationship between media products and the various sociocultural factors involved in their reception and consumption.
  • To know the processes of ideation and audiovisual narrative and to elaborate audio-visual scripts.
  • Know how to manage the expressive and technological processes involved in directing, producing and postproduction of the various written or audiovisual products or new formats resulting from digital convergence.
  • Know how to evaluate audiovisual work from the aesthetic point of view for analysis or professional decision making.
  • Meditate critically on the influence of the media in society, developing their functions of training, informing and entertaining.
  • To know the social, cultural, polical and economic reality of media and it interrelation in the Spanish, European and global context.
  • To know the ethics and deontology of the professional of the communication as well as its legal order, as much in relation to the professional practice as to the limits of the freedom of expression.

Transversal competences

  • Be able to understand and produce a wide array of texts and express oneself fluently and correctly, both in oral and written texts, in the official languages and, at least, one foreign language.
  • Be able to analyze and construct messages using means of iconographic, computer and graphic expression to carry out the own function of the communicator.
  • Use Information and Communication Technologies in their professional development.
  • Design, build and manage innovative and creative projects from an ethical and respectful view of the role of the agents involved, within the framework of communication.
  • Observe, analyse, and process relevant information in order to make scientifically-based statements.
  • Identify problems and their possible solutions, and to make decisions for an effective solution.
  • Apply efficient solutions to the problems that arise in the processes of advertising communication.
  • Teamwork.
  • Knowing how to look for the interpretive keys of any natural, social, economic, historical and political phenomenon.
  • Understand and respect diversity and multiculturalism.
  • Know how to apply the principles of Christian humanism promoting the integration and participation of all people according to the principles of social justice.
  • Be able to work independently adapting the learning strategies to each situation.

Specific competences

  • Knowing and understanding economic, psychosocial, cultural and demographic structures and policies of advertising and public relations.
  • Being capable of creating persuasive advertising messages and developing graphic elements, images, symbols or texts or any other resource with communication potential.
  • Saber gestionar el tiempo, con habilidad para la organización y temporalización de las tareas dentro de los procesos de ejercicio de la profesión.
  • Knowing how to practise as a professional, performing their functions and resolving problems, at an advertising agency, in customer relations or with any other agents involved in the process, and as the head of the area of communication for an organisation or company.
  • Know and interpret the business and institutional environment and adapt it to organizational aims, without losing autonomy, identity and values, making them compatible and synergistic with their own.
  • Apply efficient solutions to the problems that arise in the processes of advertising communication.
  • Knowing how to create, establish and apply communication plans and to define and manage communication budgets for proper allocation of costs.
  • Knowing and understanding the main variables and complexities of the role of the various market players: advertisers, advertising companies, the media and communication platforms and audiences.
  • Assuming leadership and acting freely and responsibly, assimilating ethical benchmarks, values and principles that are consistent with identifying, analysing, handling and resolving conflicts arising in the communication system.
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