Guia docente 2023_24 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. Proposals for dynamization between traditional communication and technology	2.1. Special actions: guerrilla marketing, direct marketing, ambient, street marketing. 2.2. Transformation process from traditional media to the new proposal. 23. Initial technological application: email marketing, direct marketing, social media. 2.4. The importance of content: content marketing vs. brand content, storytelling vs. storydoing, native advertising.
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.