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1. To provide students with knowledge about the changes in the theory and practice of advertising activity in relation to the digital context and the current paradigm based on concepts such as value co-creation between companies and consumers, or co-production. 2. To detail the consequences of the loss of effectiveness of conventional advertising forms resulting from the radical change in the attitude of the new consumer. 3. To present the limitations of the conventional advertising model compared to the model introduced by the new ¿prosumer.¿ 4. To define and explore in depth the field of the discipline of Branded Content or Content Marketing, covering its areas and genres, success stories, opportunities, and emerging trends.

1. Limitations of the current advertising model. 2. Advertising saturation. 3. The new prosumer: 4. The pull model: the new advertising? 5. Transmedia Storytelling: how to create brand stories 6. Transmedia storytelling applied to marketing: from "storyteling" to "storydoing" 7. Transmedia, Crossmedia and Multiplatform communication 8. The impact of AI on Content Marketing

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.