Methodologies and evaluation in academic degrees: case study of the subject theory and practice of public relations

Abstract

This case study describes the teaching methodologies and evaluation procedures of the subject Theory and practice of public relations, in the degree of Advertising and public relations of the University of Vigo, whit the aim of proposing ways to improve it. With this objective we have developed an analysis and evaluation of the two editions of the subject, based on direct observation, content analysis of teaching guides, academic results and teacher’s evaluations surveys answered by the students. The analysis shows that the structure of the subject allows the combination of different methodologies. These procedures, joined to a diversified evaluation system, have led to positive academic outcomes and to a high level of student satisfaction, although at the expense of a high dedication by the teacher. Thus, we propose modifications of the exercises and the evaluation system to facilitate the teacher's work without harming the chances of acquiring skills by students.