Checking date: 17/11/2022

Course: 2022/2023

New trends in advertising
Study: Bachelor in Film, Television and Media Studies (211)

Coordinating teacher: PINO ROMERO, CRISTINA DEL

Department assigned to the subject: Communication and Media Studies Department

Type: Electives
ECTS Credits: 3.0 ECTS


Skills and learning outcomes
Description of contents: programme
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
Assessment System
  • % end-of-term-examination 60
  • % of continuous assessment (assigments, laboratory, practicals...) 40
Calendar of Continuous assessment
Basic Bibliography
  • Dan Pallota. A logo is not a brand. . Harvard Business Review . 2011
  • Felip Vidal Auladell. De la marca-función a la marca- emoción y la experiencia de consumo. Una aproximación a la mercantilización de experiencias en la publicidad de la significación.. Revista de Comunicación. . 2014
  • Natalia Codina. 5 emociones en marketing con sus respectivos ejemplos reales. Semrush Blog. 2019
  • Yasushi Kusume. How to create a memorable brand experience. Design Council . 2015
  • by 99designs Team. 8impactfulbrandingtrends for2022. by 99designs Team. 2022
  • . The Power of Branding . Desing Council . 2013

The course syllabus may change due academic events or other reasons.