No requirements are required to pass the course, but a highly receptive attitude toward reading texts, papers, and relevant bibliography is required to acquire the knowledge to be taught.

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.

- Contextualization of the advertising discipline. Approaches to the theoretical knowledge of advertising and its approach from other disciplines. - Emotional advertising in the digital environment. - Study of the new consumer in the new digital environment. How the demands of the new user are translated into advertising demand. - Influencer Marketing. New advertising business models. - Advertising trends. From product placement/brand placement to branded content and transmedia advertising communication.

1. Master Classes. AF 1. Theoretical sessions where the instructor presents content supported by the use of audiovisual resources for the presentation. In the case of Advertising Communication, the theory is largely explained through the screening of real campaigns that serve to exemplify what has been taught. 2. Practical Classes. AF 2 SEMINARS-WORKSHOPS Practical activities, project development, and group work in small groups. Knowledge is built through interaction and student work guided by the instructor. AF 8 INDIVIDUAL WORK: Students work individually on the subject content for practicals 1 and 2; writing essays, readings, and essays. This work is applied to the acquisition of theoretical and practical knowledge. A tutoring session is held in small groups before the final report is submitted.