The Degree in Advertising and Public Relations in Spain. Review of teaching plans

Abstract

Introduction: The need to review and update the curriculum of degrees in Advertising and Public Relations in Spanish universities is addressed in this paper. This need arises from the recent implementation of the Organic Law of the University System (LOSU), which requires an adaptation of educational plans to the current professional reality. This work provides a detailed overview of the current state of these degrees in the 37 Spanish universities that offer them, serving as a fundamental source for their adjustment to the contemporary demands of the industry. Methodology: Content analysis was adopted as the main methodology for this research, applied to the teaching plans of Advertising and Public Relations degrees from 37 Spanish universities, both public and private. Ninety-two thematic categories were established to classify all subjects, allowing for a unified and comprehensive study of current curriculum plans. Results: The research reveals diversity in the academic offerings, with an average of 48.5 subjects per degree. Current curriculum plans maintain a structure similar to that established by the Official School of Advertising in 1964, both in the number of subjects and their content. Common subjects were identified, reflecting the most demanded competencies in the professional field, as well as the emergence of new subjects that respond to current trends and social needs, such as innovation and entrepreneurship. Discussion and Conclusions: The study emphasizes the importance of updating curriculum plans to align them with contemporary professional and social demands. Although there is a trend towards the inclusion of new topics, there are still areas, such as languages, that require greater attention. This analysis provides a solid foundation for educational reform in the field of Advertising and Public Relations in Spain, emphasizing the need for education that combines traditional knowledge with emerging competencies.