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OBJECTIVESTo train students to handle and interpret the sources of statistical information to the extent necessary for their work in advertising. Includes how to search for sources, direct and inverse interpretation of tables and graphs and, fundamentally, extracting relevant knowledge from available information.
COURSE DESCRIPTIONThe course begins with three sessions in the library and computer room, in which a document specialist informs students on how to locate sources. The rest of the sessions are of a practical nature, in which the students are given nine sets of numeric tables used in the professional environment, which cover four areas of information: society and demographics, market sectors, products and brands, communications media and advertising investment.
BIBLIOGRAPHYSources of statistical information: INE (Spanish National Statistics Institute), La Caixa Yearbook, Statistical Yearbook of the CAM (Autonomous Community of Madrid), ACNielsen, Infoadex and sources for individual sectors.
METHODOLOGYThe methodology is the same for each of the nine sets provided: explanation by the teacher of the structure of the tables and graphs and the parameters used; practical interpretation work in the classroom; personal exercises to be presented in writing. At the end of these nine sets, a hypothetical case will be proposed; students will gather information for a project that a company has requested of their advertising agency.
EVALUATION40% practical work, 60% final exam (exam uses the same statistical material as the course exercises).
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