The public defence of the Master Thesis can only take place if the student has passed all the credits (ECTS) of the compulsory (C) and optional (OP) subjects of the Master, except for the internships.

1. Ability to defend a real corporate communication plan. 2. To adopt a positive and entrepreneurial attitude in solving real situations. 3. To motivate, demonstrate, and defend proposed approaches. 4. To develop a spirit of collaboration and a willingness to share ideas and results. 5. To foster the ability to identify new opportunities in the field of advertising communication.

The Master Thesis in the Master in Advertising Communication has a course load of 6 ECTS credits, corresponds to the second semester and is compulsory. It can be presented and defended either in Spanish or English and consists of an original and unpublished work accompanied by an academic memory, according to the different specializations offered. The objective of the Master Thesis is for the student to demonstrate the acquisition of the general and specific competences of the Program. It will be done individually (exclusively in research specialization) or in a group of three students (the three other specializations). If done by a group of students, each one will be responsible for a part of the Master Thesis clearly identifiable and will receive an individual mark by the judging commission derived from the mark of the Master Thesis. According to the Program Verification Report, the following stages of development will be taken into consideration during the progress of the Master Thesis: - Acquisition of the analytical capacity on the subject. - Organization and planning of the work. - Use of relevant basic bibliography on a topic. - Recollection, organization, processing and analysis of data from the techniques learned. - Translation of all of this knowledge into a proposal whose quality will be measured as part of the final mark. For the development of the Master Thesis, the following elements must be taken into consideration: - Assignment to the field of advertising communication and the curricular contents of the Program. - Application of the results to a real professional context. - Innovative character, either in the selection of development tools, content or communicative format. - Ethical commitment respectful of the current legal framework, democratic values and deontology of the advertising profession. Before the end of the teaching sessions of each academic year, each student or group of students who will work together will communicate to the coordination of Master Thesis the choice of the specialization to which they want to be assigned, so a tutor can be appointed. The specializations of the Master Thesis are the following: a) Advertising campaign based on a briefing. c) Communication plan for a company / organization. c) Transmedia advertising project Bible. d) Original research on advertising communication. The Master Thesis must be accompanied with an academic report whose characteristics are established in each specialization. The submission will be using the SIGMA platform, according to the procedures of the School of Graduate Studies.

LEARNING ACTIVITIES Group Master¿s Final Project Tutorials Group work Individual student work Exams and assessment tests Individual Master¿s Final Project Tutorials 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. 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. The tutors of the Master Thesis will be appointed by the academic committee of the Program according to the specialization preferences of the students. The tutors will be either lecturers teaching in the Master or members of the respective academic units which organize it (Institute for the Business Development [INDEM] and the Department of Journalism and Audiovisual Communication). The academic tutor will guide the student in the planning and completion of the Master Thesis, ensuring that the objectives set are met. The tutor will also be responsible for making a favourable or unfavourable report on the advisability of defending the Master Thesis. During the elaboration of the Master Thesis, the student or group of students must present to the tutor the progress of the work in the terms and by the channels agreed by both parts. After a tutor is appointed, he will have a minimum of 3 meetings with the student/students.