1. Ability to acquire knowledge of how advertising works as a whole and in each of its components. K3 and S1.
2. Theoretical and practical knowledge of the processes and organizational structures of advertising, as well as the processes for developing advertising messages. SI, K5, and S5.
3. Acquisition of the skills necessary for the analysis and critical judgment of advertising campaigns, beyond their aesthetic components. SI, K3, and S5.
4. Ability to create and execute advertising messages: set communication objectives, define a target audience, propose strategies, and develop a media plan, shaping it across different media and platforms. S1, S9, C3, and C6.
5. Ability to analyze and study the advertising market with regard to new disciplines, professions, and trends according to the dictates of new communication. S1.