Strategy. Master s Degree in Advertising Design and GRAPHIC AND COMMUNICATION. Concept. Project MASTER AND POSTGRADUATE PROGRAMMES.

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1 MASTER AND POSTGRADUATE PROGRAMMES Master s Degree in Advertising Design and Communication GRAPHIC AND COMMUNICATION Strategy Professional Branded Content Communication Creativity Project Concept BRILLO 2011 // Martí Bruno, Joana Riera, Cristina Royo and Marcos Zamora

2 Master s Degree in Advertising Design and Communication Start date: September and February. ECTS Credits: 60 Language: Spanish Qualification: Master s Degree in Advertising Design and Communication, degree awarded by Pompeu Fabra University (UPF) and ELISAVA Barcelona School of Design and Engineering. Schedule: Tuesday, Thursday and Friday, from 5 pm to 9.15 pm The qualification of Master s Degree in Advertising Design and Communication is obtained by: - Postgraduate Diploma in Design and Communication Strategies From September to February. - Postgraduate Diploma in Advertising Design and Creativity From February to July. Course leader JORDI CANO BA Top Up Arts anddesign. Southampton University. Project Director at Eumo_dc. Director of the programme of the Master s Degree in Design and Art Direction, Graphic Design lecturer for the Bachelor s Degree course in Advertising and Public Relations in the Faculty of Social Sciences and Communication at Pompeu Fabra University (UPF). Aimed at Graduate in Design. Graduate in Communications and Advertising. Graduate in Fine Arts. Professional or academic with proven experience. Net Presentation In the complex context of the current global marketplace, the skills and competencies of communicators and designers call for highly developed professionalism for the tasks of defining strategies and crafting effective messages. In terms of communication, what cannot be seen does not exist. The programme equips professionals with the tools necessary for developing a strategic communication plan, from defining objectives to implementing the resulting measures, with a 360-degree vision and special focus on new media and the PAID, EARNED, OWNED concept. The main objective of this programme is to train professionals to have a strategic, global communication vision and a mastery of the competencies and functions of advertising creative designers to come up with convincing messages designed to sell and persuade with the media of the current society. Course aims This programme s main objectives are to: Highlight the central role of strategic communication as a factor in analysis, differentiation and positioning for organisations in both the public and private sectors. Provide students with a competitive professional profile, so they know how to incorporate their way of working into the latest trends in global marketing and communication. Train new professionals with strategic thought and vision concerning communication and design in order to propose real and effective solutions to the problems raised. Train students abilities and provide them with tools so they can design 360-degree, global and multichannel strategic action. Offer designers and communication professionals the possibility of integrating the knowledge they have acquired into professional practice from the perspective of the design planning stage. Make the latest practices and trends in communication and design known. Provide participants with the theoretical and practical basis for acquiring sound professional competence within the framework of new media, advertisement, branded content and the Internet. Create a training framework that integrates the latest usercentred design research criteria with current practice in the advertising business. Tales and storytelling as a medium for persuasive messages. Develop creative methods to carry out efficient campaigns. 2 - ELISAVA - Master s Degree in Advertising Design and Communication

3 Postgraduate Diploma in Design and Communication Strategies Start date: September. ECTS Credits: 30 Language: Spanish Qualification: Postgraduate Diploma in Design and Communication Strategies, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona. Schedule: Tuesday, Thursday and Friday, from 5 pm to 9.15 pm Syllabus The structure of the Postgraduate Diploma in Design and Communication Strategies is based on the following four subject areas: 1. Communication and context Theoretical framework which establishes the main concepts, the context for the analysis, and possible creative solutions. Communication theory. Semiotics and communication. - Fundamental principles of human communication. - The strategic dimension of communication. - The persuasive dimension of communication. An ethnographic look at communication. Companies communication requirements. Strategic communication in public administration. Strategy in personal presentations. 2. The multiple languages of design. Languages, supports and channels Theoretical framework and creative praxis of graphic communication from the point of view of its ability to produce and convey messages that add value to organisations on the basis of a planned strategy. Design and communication Languages, supports and channels Aesthetics and style in graphic communication Resources of visual communication Transmedia communication Social Media Storytelling 3. Analysis and strategy In this context, the various media available to perform an action are studied: traditional media and new digital supports. Students are provided with tools to analyse and plan campaigns, such as comprehensive marketing and strategic planning. Analysis and strategy Environment analysis Segmentation and targets Positioning Corporate strategy: branding and CSR (Corporate Social Responsibility). Communication strategy and strategic planning. Disciplines: - PAID: Investment in advertising media - OWNED: Definition of brand assets and digital presence - EARNED: Definition of PR and social media management 4. A project is a journey. CB&CB Method Acquisition of project methodology. Being able to combine all these disciplines and media effectively in a communication project, with the aim to position a brand, sell a product or spread a social action. Project theory of design Spiral project method Chart. Diagrams for management Project strategy, stages, planning and dynamics. Efficiency of public presentations 5. Final project Completion of a tutored final project whose aim is to acquire project methodology, so that it includes the contents and tools conveyed during the course, such as the preparation of the student for carrying out complex projects efficiently. Project tutorials and workshops. Script and dramatic resources for the presentation of projects Postgraduate Diploma in Advertising Design and Creativity Start date: February. ECTS Credits: 30 Language: Spanish Qualification: Postgraduate Diploma in Advertising Design and Creativity, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona. Schedule: Tuesday, Thursday and Friday, from 5 pm to 9.15 pm Syllabus The structure of the Postgraduate Diploma in Creativity and Advertising is based on the following four subject modules: 1. Theoretical framework; Communication and Context Advertising and context - Management of advertising - Global vision of an advertising campaign: steps, stages and responsibilities The narrative brain - The narrative brain - Narrative structure Creativity and advertising - Neurobiology of creativity - Creative Methodology: creative techniques - COCOTRANS. Copy, Combine and Transform Imaginaries and persuasion - Perception for persuasion - Attributes. Imaginaries and market trends - History of attention - Neuronal strategies for a fluent communication 2. Strategic planning and creative department Method for generating creative concepts - Planner workshop - Copy Concept - Branded Content Creative Department - Value proposal - Creative concept - Ideation - Expression - Visual treatment of commercial 3. Technological thinking Technological thinking - Interactivity - Interactive creativity - Channels and digital media Social media - Digital identity - RRSS Communication - Communication in the social networks 3

4 Innovation and technology applied to communication - Possibilities of media - Creativity. New nonexistent actions 4. Total Events. Large format advertising Total Events - Events. Organization and basic procedures - Contextualization, evolution and trends - Communication and RRPP - Representation companies - Representation of brands and celebrities Large format advertising - A globalized world - Television, realities against shares - Television design and strategies Lecturers RUBÉN ANADÓN Art Director of the advertising agency Yslandia. BERNARD ARCE Creative Director at Honest&Smile SL. Graduate in Computer Engineering and History of Art, University of Costa Rica. BEATRIZ BARCO BA in Biology from the University of Barcelona. Scriptwriter and reporter of the programme Redes for Televisión Española. WILSON BARBAJOSA Executive Producer of Sofa Experience Communications. DAVID CABALLERO Art director at SCPF. IOLANDA CASALÀ BA in Communication Sciences from the Autonomous University of Barcelona. Planner at Bassat Ogilvy. JOAN COSTA Communicator, sociologist and designer. He directs the International Master s Degree DirCom on-line for companies and institutions, which is taught at the San Antonio Catholic University (UCAM), Murcia (Spain). MANUEL DELGADO PhD in Social Anthropology. BA in History of Art, and tenured lecturer of Anthropology at the University of Barcelona (UB). JAVI DONADA BA. Director and creative director of Soon in Tokyo. JOSÉ GAMO Scriptwriter. Image studies at the Faculty of Information Sciences and Design in the Faculty of Fine Arts at Complutense University of Madrid. ENRIC JAULENT Diploma in Marketing Management from ESADE. Director of Diferentis Market Strategy. RORY LAMBERT BA in Politics. Creative director Martín + Tissera + Lambert. BERNAT LLITERAS Creative director at Sofa Experience Communications. GEM ROMERO BA in Management from ESADE. Director of the Strategic Planification Department in Lola. FERRAN LLOPART BA in Media Studies from the Autonomous University of Barcelona, and MA in Marketing from EAE Business School. Project tutor for the Bachelor s Degree in Advertising and Public Relations of the Faculty of Social Sciences and Communication at Pompeu Fabra University. Executive creative director of Microbio. VICENÇ MAS Designer. Director of the Master s Degree in Design and Public Space at ELISAVA. RISTO MEJIDE BA in Management from ESADE. Fonding partner of Aftershare.tv. JUACO MOLINS MA in Marketing and Communication from ESADE. Founder of Trafalgar 13. ANGELO PALMA BA in Social Communication. Creative director of Soon in Tokyo. VICENTE REYES Creative director at Herraizsoto & Co. DANIEL SOLANA CEO & Founder de DoubleYou RAFA SOTO Creative Director HerraizSoto & Co. FRANCESC TALAMINO Creative director of Bassat Ogilvy. ESTEVE TRAVESET Art Director at Herraiz Soto & Co. Lecturer of Art Management for the Bachelor s Degree in Advertising and Public Relations of the Faculty of Social Sciences and Communication at Pompeu Fabra University (UPF). FABIO TROPEA PhD in Audiovisual Communication from the UPF. BA in Sociology and Journalism. Semiologist and analyst of the languages of communication. 4 - ELISAVA - Master s Degree in Advertising Design and Communication

5 Graphic and Communication Master s Degree Design and Communication Branding Graphic Design Packaging Design Advertising Design and Communication Design and Art Direction Design and Internet Web Project Direction Photography and Design Media Interactive Design Postgraduate Diploma Comic and Illustration Brands, Core of Communications Innovating through Brands Graphic Design Applied to Communication Graphic Design and Publishing Projects Packaging Design and Strategy Graphic and Structural Packaging Design Design and Communication Strategies Advertising Design and Creativity Art Direction Web Project Management and Design Design of Network Applications and Services Course in Apps Design Bold category members of Elisava Alumni Association enjoy a 15% reduction. The teaching staff is likely to change according to reasons beyond the course programme. ELISAVA reserves the right to make changes in programming as well as the right to suspend the course two weeks before it starts if not reached the minimum number of participants, without further obligation of the amounts paid by each participant. Master s and Postgraduate Degree programmes schedules can be expanded according to the selected course activities (weekends included). 5

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