University education in Advertising and Public Relations in Spain after 50 years: What and how we teach

Abstract

Fifty years after the introduction of Communication studies into Spanish universities, this article presents the results of a descriptive investigation of on-campus university education in Advertising and Public Relations in Spain, with the dual aim of gaining an understanding of how it is formally, and what and how it is taught. A total of 1,815 teaching guides amounting to 10,224 ECTS credits were compiled for the 41 degree courses taught in 38 training centers. The data collected in coding sheets were statistically analyzed and grouped into 57 variables. The results highlight the majority of private initiatives in university education in this area, and the scarce internationalization with only token use of English in teaching. We observe a significant relative presence of cross-cutting content between Communication and other areas, as well as a clear predominance of Advertising training over Public Relations. The most relevant specialized areas are creativity, and advertising and digital marketing. In teaching, a greater weight of practical activities is observed compared with traditional theoretical or master classes. The evaluation of students is also more based on practical work rather than written tests or examinations on theoretical knowledge. These latter aspects confirm the footprint left by the Bologna Plan and the regulations it drove, although the methodological renovation it advocated has yet to be fully achieved.