investigación en Publicidad

Gestión de Empresas
NOMBRE ASIGNATURA/SEMINARIO
INVESTIGACIÓN EN PUBLICIDAD
PROFESORES
Prof: Dr. Enrique Flores López
TIPO
A/F/M
F
CRÉDITOS
3
UNIVERSIDAD Ó CENTRO
CATEGORÍA
UPCT-Facultad de Ciencias de TEU
la Empresa
OBJETIVOS
COD.
OBL./OPT.
OPT
HORAS
30
Que el alumno conozca las principales líneas de investigación abiertas actualmente en el campo de la Publicidad
Que el alumno conozca a los principales investigadores en el campo de la Publicidad, sus aportaciones y la evolución que
han seguido sus investigaciones
Que el alumno acceda a las principales investigaciones científicas sobre Publicidad publicadas en las más prestigiosas
revistas o presentadas a los más prestigiosos Congresos
Que el alumno desarrolle un espíritu crítico que le permita comprender y valorar las excelencias de un buen trabajo de
investigación en el campo de la Publicidad, y que al mismo tiempo le permita detectar y criticar las deficiencias y limitaciones
presentes en algunas de las investigaciones sobre Publicidad que, pese a ello, se publican en revistas y se aceptan en
Congresos
Que el alumno desarrolle una capacidad suficiente, a nivel de conocimientos, actitudes y habilidades, para poder realizar
investigaciones científicas sobre Publicidad, que le capacite para la realización –si así lo desea- de un Trabajo de
Investigación sobre esta materia, en el 2º año del Doctorado y posteriormente de una Tesis Doctoral sobre Publicidad.
METODOLOGÍA
-
-
El curso se compone de 10 sesiones de 3 horas, en las que, siguiendo el orden del temario diseñado, se formará al alumno
sobre:
-Las principales líneas de investigación abiertas en el ámbito de la Publicidad
-Los principales autores e investigadores
-Los principales estudios e investigaciones
Al mismo tiempo, también se les formará sobre cómo investigar en el campo de la Publicidad, incidiendo particularmente en los
siguientes aspectos:
-Las principales metodologías que pueden utilizarse
-Las principales fuentes de información y cómo acceder a ellas
-Las principales cuestiones que deben tenerse en cuenta a la hora de realizar una investigación sobre Publicidad, así
como a la
hora de redactar una ponencia, un artículo o realizar una Tesina o una Tesis Doctoral
-Los principales congresos y revistas científicas a las que enviar las investigaciones
-Cómo se debe analizar y valorar un trabajo de investigación, una ponencia o un artículo, a fin de que el alumno desarrolle su
capacidad de comprensión y su espíritu crítico
En las sesiones se plantearán las diferentes líneas de investigación, comentándolas, y se les entregará a los alumnos una
exhaustiva bibliografía sobre las principales investigaciones realizadas en cada una de las líneas. Además, se les entregará dos
artículos por cada una de las líneas, para que el alumno realice un comentario en profundidad de uno de ellos –determinado por el
profesor-, que será comentado por todo el grupo a la siguiente sesión.
TEMARIO
Tema 0
Introducción al Curso de Doctorado
Tema 1
Tema 2
Tema 3
Introducción a la investigación en Publicidad
Investigación sobre las agencias e infraestructuras publicitarias
Investigación sobre el mensaje y contenidos publicitarios
Tema 4
Tema 5
Tema 6
Tema 7
Investigación sobre los medios publicitarios
Investigación sobre el presupuesto publicitario
Investigación sobre la eficacia publicitaria
Investigación sobre la influencia de la publicidad en la sociedad y en el consumidor
BIBLIOGRAFÍA
Para el cumplimiento de los objetivos citados, a los alumnos del curso se les entrega una relación bibliográfíca que incluye más de 500
referencias, a fecha de hoy, a la que se van incorporando paulatinamente nuevas referencias según se van publicando. Evidentemente,
por razones de espacio no creo que corresponda aquí ponerlas todas. Por ello, sólo incluyo en este epígrafe, a modo de ejemplo, la
bibliografía de un tema del programa; el tema 3.
TEMA 3.- INVESTIGACIONES SOBRE EL MENSAJE Y CONTENIDOS PUBLICITARIOS
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CRITERIOS DE EVALUACIÓN
El comentario en profundidad que cada uno de los alumnos deberá hacer, de forma individual, sobre cada uno de los artículos a
comentar –un total de 6; uno por cada una de las líneas planteadas-, será entregado semanalmente al profesor, que lo evaluará. La
nota final del curso será la nota media que cada alumno haya obtenido en sus comentarios en profundidad de los artículos encargados.
Si en alguno de ellos obtuviera un Suspenso, el alumno no podría aprobar el Curso de Doctorado.
CALENDARIO
Las fechas exactas quedan pendiente de acordarse con el resto de doctores del departamento. Pero se celebrará, en todo caso,
durante el 2º Cuatrimestre del Curso Académico, y en sesiones de tarde, con horarios de 4,30 a 7,30.