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1. To convey the foundations and knowledge necessary to apply creativity to various areas of culture. 2. To work on case studies demonstrating how effective product communication can be achieved with minimal resources. Specifically, examples will be analyzed from the cultural field¿cases that have been successful in their domain despite lacking the means to develop large-scale advertising campaigns.

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 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.