Guia docente 2024_25 Facultade de Comunicación

Contents

Topic	Sub-topic
Topic 1. Definition of the current media ecosystem. Non-technological based communicative proposals	1.1. Own media: product placement, advergaming, sponsorship. 1.2. Earned media: flagship stores, pop-up stores and other proposals. 1.3. Paid media: brand prescription (celebrities to influencers)
Topic 2. Main fundamentals of Digital Marketing	2.1. Digital Immersion: background, current relevance, comparison with traditional media, main trends and strategic approach. 2.2. Digital Communication: introduction to digital writing, SEO, Social Media and Content Marketing. 2. 3. Other disciplines of Digital Marketing: Copywriting, Paid Media, Email Marketing and results analysis.
Item 3. Technology-based communication proposals.	3.1. technology and creativity 3.1.1. Trend analysis. 3.1.2. Social innovation and audiovisual Branded Content. 3.1.3. Software as a base. 3.1.4. New media art and advertising campaigns. 3.1.5. Brand experience. 3.2. Visual data: data visualization and New Media. 3.2.1. The aesthetics of the data. 3.2.2. Introduction to data visualization. 3.2.3. History of data visualization.