University master's degrees
University Master's Degree in Audiovisual Communication and Advertising Contents

Training focussed on research and professional practice, offering a critical approach to the constant changes in the audiovisual communication and advertising sector

Official Master's Degree in Audiovisual Communication and Advertising Contents

Ideal student profile

Students enrolled in this master’s program must hold a bachelor’s degree or an equivalent qualification in the field of communication (Audiovisual Communication; Social Communication and Journalism; Advertising, Marketing and Public Relations; Organizational Communication, Interactive Communication or similar) or in related areas connected to social sciences, humanities, and engineering disciplines linked to information and communication technologies.

They should possess specific skills for handling information sources and databases, both academic and professional, as well as for working in multidisciplinary teams. Likewise, they should have an instrumental knowledge of the English language to consult textual, audio, and visual documents, as well as to follow in-person activities conducted in that language (Independent User Level B1 according to the Common European Framework of Reference for Languages of the Council of Europe).

Knowledge

  • Recognize the theoretical foundations and documentary sources available for the development of scientific research in both the professional and academic environments.
  • Identify the various research methods for empirical studies in the area of communication.
  • Recognize the principles to be followed in the establishment of effective communication strategies and their application in social networks.
  • Identify trends in the creation, production, distribution and consumption of audiovisual and advertising content in a context characterised by constant technological renewal and industrial transformation.
  • Define the way in which public policies determine the functioning and organization of the communication sector.
  • Indicate how digital technology determines the possibilities of communication and social interaction.
  • Identify the behavior of communication companies and the consequences of their actions in the political, economic and social environment.
  • Distinguish effective communication strategies based on the analysis of digital traces.
  • Recognize the characteristics and elements that guarantee the social and ethical commitment of any communication strategy.
  • Recognize trends in audiovisual journalism and contemporary documentary.

Skills

  • To develop innovative communication proposals, appropriate to the socio-technological reality in which they are to be implemented and that respond to the objectives set.
  • Establish value judgments about the social and ethical responsibility of a communication project based on the analysis of information.
  • Propose specific communicative actions for the resolution of problems in complex contexts based on the analysis of information.
  • Propose communication strategies based on digital interactivity that take into account the conditions of the digital social platform on which they will be developed.
  • Communicate in a clear, efficient and unambiguous way, orally and in writing, research projects and strategic business proposals in the area of audiovisual and advertising communication, taking into account the degree of knowledge and professional specialisation of the target audience.
  • Use the appropriate research methodologies for the development of studies in the field of communication according to the objectives set.
  • Apply digital techniques and advanced software for the development of research on interactivity on digital social platforms based on the analysis of digital traces.

Competences

  • To show autonomy in the development of analysis and communication strategies in the field of audiovisual and advertising content.
  • Consider the ethical social commitment and the gender perspective in decision-making and implementation of studies and professional projects in the area of communication.
  • Use reliable sources of information in the development of studies, projects and decision-making.
  • Infer the consequences of any decision taken within the framework of a communicative proposal (individual, business, political or community).
  • To discover opportunities for improvement for the strengthening of ethical and social commitment in a communicative proposal based on the analysis.
  • Identify communication needs in business initiatives outside the communication sector.
  • Discover opportunities for improvement and greater use of interactivity in communication on digital social platforms.
  • Design, through the use of a scientific research methodology, a basic or applied research project in which their own empirical work is developed.
  • Consider the care of the environment based on the application of sustainable practices in the production and distribution of audiovisual and advertising content.