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1. The student will carry out practical training in the **Advertising Laboratory¿Agency**. This involves developing a complete advertising campaign within a laboratory or agency specifically set up for this purpose on the university campus. The available resources include computers and an *eye-tracker*. Students will work alongside professional advertisers and a graphic designer. They will go through the different stages: prospecting and searching for real clients, strategic analysis of an actual brand, and the design and proposal of an advertising campaign ¿ in some cases, including its execution. 2. Use of secondary sources related to the research problem. **Ad hoc study** based on qualitative and quantitative primary sources. Students will conduct an analytical project equivalent to that carried out by a **brand planner** in an advertising agency ¿ that is, they will interpret the collected data to identify consumer insights relevant to the current context of new consumption models. A **competitive analysis** and other environmental elements will also be performed. The **communication axis** of the campaign will be defined and developed into creative routes, applying various creativity techniques and thus putting into practice the knowledge acquired in the corresponding modules.

The objective of the course is to develop an advertising campaign for a real client from a briefing provided by the client. As in any advertising agency, the work is developed in teams, under the supervision of the lecturer. The size of the team, between 3 and students, is adapted to the volume of work generated by each briefing. Functions carried out in the lab-agency 1.- Analysis of the communication problem presented by the client. Information about the problem is collected through various sources: secondary, qualitative primary and quantitative primary. Analysis tools are used for marketing and strategic management. 2.- Elaboration of the advertising strategy. The communication strategy is developed and, from this, the creative strategy. Advertising sketches are prepared and subjected to pre-tests of creativity using a variety of research techniques, from classic interrogation techniques to biometric techniques such as the eye tracker or facial coding, for which the lab agency has the necessary tools. 3.- Development of the media plan. 4.- Development of the production plan. Includes budget and legal considerations. 5.- Proposal of control plan. Identification of the necessary KPI´s to measure the effectiveness of the advertising campaign.

LEARNING ACTIVITIES Laboratory Agency Practice Group work Individual student work 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. External academic internships.