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COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CB9, That students know how to communicate their conclusions and the knowledge and ultimate reasons that sustain them to specialized and non-specialized audiences in a clear and unambiguous way. CB10, That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous. CG5, To know the new trends in advertising communication according to the changes of the digital society. CE4, To plan emerging actions in the field of new advertising communication. LEARNING OUTCOMES To provide knowledge about problem-solving techniques applied to the elaboration of advertising messages. To provide the key elements for the design of advertising campaigns from the point of view of creativity. To know the study of successful cases in the creativity of effective product communication with limited resources, particularly for cases developed in the field of culture.

1- Cultural Creativity in the Convergence Era. 2- Media Art and Cyberculture. 3- Artivism and Social Change. 4- Case studies: Transmedia Strategies in the Cultural Field. 5- New Challenges in Cultural Creativity.

LEARNING ACTIVITIES Theoretical classes Practical classes Tutoring Group work Individual work TEACHING METHODOLOGY -Lectures in class by the lecturer with the support of audiovisual media, in which the main concepts of the course will be developed. Bibliography will be provideed in order to complement the knowledge of the students. -Critical review of readings and audiovisual material suggested by the lecturer: press articles, videos, advertising campaigns, reports, manuals and academic articles, either for class' discussion or for students to amplify and consolidate the course's content. -Resolution of advertising and communication case studies posed by the lecturer, in an individual or group manner. -Presentation and discussion in class, under the lecturer's moderation, of topics related to the course as well as case studies. -Assignments and reports done by students in an indivisual or group manner. SDG: Sustainability and climate change. Assessment of innovation in educommunciation and (eco)digital literacy: MASH-UPTIVISM: The Remix Culture for Climate Change