Ninguna

1. To provide students with an updated and structured overview of the new trends in creativity within the field of advertising. 2. To provide the knowledge necessary to position oneself within the framework of these trends and their inherent transformations. 3. To analyze creativity in the new interactive media used by the modern consumer.

BLOCK 1: Introduction. Creative trends in a hyperconnected scenario. Digital marketing, social media, streaming. Inbound marketing. Growth Hacking. BLOCK 2: Technology-based Advertising strategies: wearables and devices, sensors, geolocation campaign management. Design of immersive realities and avatars. BLOCK 3: Marketing data: data management, segmentation and users, social measurement, machine learning, and recommendation engines. BLOCK 4 Artificial intelligence applied to creative processes. Promting techniques, generative AI, content creation.

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.