1. Knowledge of the context from which unconventional forms of advertising emerge. 2. Acquisition of the necessary theoretical-practical tools to analyze the crisis of conventional advertising on television and the growth of advertising investment in non-conventional media. 3. Become aware of the turning point that we are experiencing in communication in general, in advertising in particular. 4. Show the new currents that are taking place in the advertising field 5. Skills for creating messages in unconventional advertising media.

LEARNING OUTCOMES 1.To have acquired advanced knowledge and understanding of the theoretical and practical aspects of the working methodology in the field of audiovisual communication, with a depth that reaches the forefront of knowledge. 3.To have the capacity to collect and interpret data and information on which to base their conclusions including, when necessary and relevant, reflection on social, cultural, scientific or ethical issues in the field of audiovisual media 6.To be able to identify their own training needs in their field of study and work or professional environment and to organize their own learning with a BASIC COMPETENCES 1.Students have demonstrated possession and understanding of knowledge in an area of study that builds on the foundation of general secondary education, and is usually at a level that, while relying on advanced textbooks, also includes some aspects that involve knowledge from the cutting edge of their field of study SPECIFIC COMPETENCES 3.To acquire analytical and critical capacity in relation to the image and the media audiovisual context, by means of the knowledge of theories, forms, processes and tendencies of media communication and the audiovisual communication. 5.To understand and to identify the communicative and narrative models of the audiovisual media and their relationship with society and culture, considering the fundamental rights and equality between men and women, the principles of equal opportunities, and the values of a culture of peace and social coexistence in democracy.

1. Branding. The power of branding. 2. The figure of the Crossumer. Storytelling as an advertising strategy. 3. Pull&Push strategies. Inbound marketing or Branded Content. 4. Communication strategies in social media. Good practices. 5. Alternative marketing. Guerrilla marketing. Categories. Viral marketing 6. Integrated advertising. The tran

- Master classes Theoretical knowledge that introduces the student to the context of unconventional advertising and its various techniques in the new media. Skills 1 and 2 (1 ECTS). - Practical classes Study of cases related to the theoretical content of the subject. The teacher will determine the cases based on the program detailed in this file. Skills 2 and 3 (0.5 ECTS).