GENERAL COMPETENCES

G002 - Application of theories and methodological instruments in different communication processes and contexts.

G003 - Synthesis, development and application of new creative approaches to solving communication problems.

G004 - Analyze, interpret, explain and critically evaluate facts, social processes, texts and communication projects.

G005 - Communicate and explain fluently, effectively and argumentatively the projects, achievements and results of work and research in the genres, formats and media of advertising and public relations.

G006 - Develop skills related to participation, management and optimization of teamwork, applying informed decision-making criteria and evaluation of results.

G007 - Apply skills for the development of content and processes of advertising and public relations and information in general, using techniques, technologies and resources.

G009 - Acquire knowledge and experience of professional environments and routines to get closer to the reality of the work of professional profiles in advertising and public relations that the market demands.

G010 - Search, selection, ranking and analysis of information and documentation in different sources, adapting the content to different forms and narrative strategies.

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CB2 - That the students know how to professionally apply their knowledge to their work or vocation, and that they have the skills that are usually taught by preparing and defending arguments and solving problems in their field of study.

CB3 - Train students to collect and interpret relevant data (normally within their field of study) to express opinions that include reflection on social, scientific or ethical issues.

CB4 - That students can transmit information, ideas, problems and solutions to a specialized and non-specialized audience.

CB5 - That the students have developed the learning skills necessary to pursue further studies with a high degree of autonomy.

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TRANSVERSAL COMPETENCES

CT1 - Autonomy and self-regulation.

CT5 - Information management and digital citizenship.

CT6 - Innovation and initiative.

CT7 - Critical thinking.

CT8 - Teamwork.

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SPECIFIC COMPETENCES

1CC04 - Know and apply technologies and resources related to the design and execution of information and communication projects

C1CC05 - Develop oral, written and audiovisual expression and communication strategies appropriate to the different genres and formats of the media.

CLC06 - Develop capabilities and skills to actively participate in teamwork, cooperate and take responsibility

C2CC04 - Communicate, argue and explain the objectives, procedures and achievements of work and research applying formal conventions characteristic of the media.

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LEARNING OUTCOMES OF THE SUBJECT

1. Students will be able to create a transmedia advertising strategy.

2. Students will be able to organize a multimedia campaign.

3. Students will be able to produce interactive audiovisual content.

THEORETICAL PROGRAM

1. Production process of multimedia projects. Context and focus.

2. The use of expressive materials in multimedia advertising projects. Examples

3. Creator user: social networks and multimedia advertising. Examples

4. Multipurpose devices and multimedia advertising. Examples



PRACTICAL PROGRAM

The practical aspect of the subject is situated between the intervals established by the teaching guide for the practical part. The practical area is divided as follows:



Phase 1: planning and discussion of multimedia advertising projects.

Phase 2: implementation of multimedia advertising projects.

Phase 3: dissemination of multimedia advertising projects.

The subject is divided into two parts:

The first is purely theoretical and talks about key ideas and specific concepts that are necessary, using the master modality.

The second part, of an eminently practical nature, focuses on creative and multimedia forms. In accordance with the teaching competencies required by the IKD model of the UPV/EHU, in which the guidance of the student is requested, "to contribute to progress in the academic, professional and socio-personal areas", the start of of the practices collectively or individually, always prioritizing the first.

• Continuous assessment

Add the total grade for the subject (100%). This evaluation system will be applied both in person and remotely - if the situation requires it - and is distributed in percentages as follows:



1. Multiple choice test (30%)

2. Practices (exercises, presentations...) (30%)

3. Presentation of the final project (40%)



The student who wants to resign from the continuous evaluation must submit to the teacher responsible for the subject a written document stating his or her resignation, in accordance with article 8.3 of the Student Evaluation Regulations, for which he or she will have a period of nine weeks. from the beginning of the semester.

Students who wish to waive the call must request it one month before the end of the teaching phase, in accordance with article 12.2 of the Student Evaluation Regulations. Said request must be submitted in writing to the professor responsible for the subject.

Failure to take the test to be taken on the official date of the evaluation, in the case of the final test, will automatically determine the resignation from the call.

Within the subject it is necessary to use the following materials:

a) those provided by the teaching staff in the master and practical sessions.
b) All theoretical and practical materials placed on the Moodle platform (eGela), as well as any other that students can make public.

In addition, each student must use their mobile phone, and it would be advisable to have a laptop.

Basic bibliography

Bou, G. (2.003). El Guión Multimedia, Madril, Anaya Multimedia.



Florido, M. A. y Mañez, R. (2.021). Curso especialista en publicidad digital y embudos de venta (Social Media), Madrid, Anaya Multimedia.

In-depth bibliography

Chuvieco, J. (2.002). Realización Multimedia, Madril, Paraninfo.

Eco, U. (1.999). Seis paseos por los bosques narrativos, Madril, Lumen.

Lievrouw, L. et Livingston S. (Eds.) (2.002). Handbook of New Media, London, Sage.

Murria, J. (1.999). Hamlet en la holocubierta. El futuro de la narrativa en el ciberespacio, Bartzelona, Paidós.

Pérez, F. (2.002). Introducción a la multimedia: realización y producción de programas, Madril, IORTV.

Svanaes, D. (2.000). Understanding Interactivity: Steps to a Phenomenology of Human-Computer Interaction, Norway, Trondheim.

Journals

Revista Mosaic de la Universidad Oberta de Catalunya: http://mosaic.uoc.edu