1. To acquire knowledge of the managerial functions involved in directing advertising project production. 2. To study production and realization systems from various structural perspectives. 3. To learn the stages of the production process, from the briefing through budgeting and scheduling. 4. To analyze case studies of audiovisual advertising production across different media, both conventional and non-conventional.

1. The executive producer. Functions. 2. The production designer. Functions. 3. Production design. Event Production. Study Case. 4. Project presentation. 5. Ai tools

LEARNING ACTIVITIES Practical 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.