The subject Trends contextualizes the environment and provides an overview of the context in which advertising activity takes place. For a communication expert, and specifically for an art director, it is essential to be aware of what is happening in the specific space and time. This includes both the current here and now, as well as the forecast of what will happen in the future, at all levels: local, national, and global.
Trends analyze the context to provide guidance, inspiration, and focus. On the one hand, at a more general level, it reviews the main social, economic, environmental, legal, cultural, and technological trends. On the other hand, at a more specific level, it analyzes the trends that directly affect the advertising market at different levels: from communication tools (networks, influencers, big data DOOH, RTB, or podcasts, for example), to targets (Gen Z, Millennials, Seniors, tribes, etc.), passing through trends in the world of work, consumption, media, or new technologies (5G, VR, AI, Internet of things, etc.).
Therefore, Trends is a cross-cutting subject, connected to all the subjects of the Master's degree, which allows students to understand the aspects of the macro and micro-environment that they must take into account for their work performance.
English Friendly Program Subject: International students can request from the teaching staff: a) materials and bibliographic references to follow the subject in English, b) attend tutorials in English, c) tests and evaluations in English.
