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.

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).