Official Master's Degree in Audiovisual Communication and Advertising Contents

Ideal student profile

Students enrolled in this master’s program must hold a bachelor’s degree or an equivalent qualification in the field of communication (Audiovisual Communication; Social Communication and Journalism; Advertising, Marketing and Public Relations; Organizational Communication, Interactive Communication or similar) or in related areas connected to social sciences, humanities, and engineering disciplines linked to information and communication technologies.

They should possess specific skills for handling information sources and databases, both academic and professional, as well as for working in multidisciplinary teams. Likewise, they should have an instrumental knowledge of the English language to consult textual, audio, and visual documents, as well as to follow in-person activities conducted in that language (Independent User Level B1 according to the Common European Framework of Reference for Languages of the Council of Europe).

Knowledge

• Recognise the theoretical foundations and documentary sources available for the development of scientific research in both the professional and academic environments.
• Identify the various research methods for empirical studies in the area of communication.
• Recognise the principles to be followed in the establishment of effective communication strategies and their application in social media.
• Identify trends in the creation, production, distribution and consumption of audiovisual and advertising content in a context characterised by constant technological renewal and industrial transformation.
• Define the way in which public policies determine the functioning and organisation of the communication sector.
• Indicate how digital technology determines the possibilities of communication and social interaction.
• Identify the behaviour of communication companies and the consequences of their actions in the political, economic and social environment.
• Distinguish effective communication strategies based on the analysis of digital traces.
• Recognise the characteristics and elements that guarantee the social and ethical commitment of any communication strategy.
• Recognise trends in audiovisual journalism and contemporary documentary.

Skills

• Develop innovative communication proposals, appropriate to the socio-technological reality in which they are to be implemented and that respond to the objectives set.
• Establish value judgments about the social and ethical responsibility of a communication project based on information analysis.
• Propose specific communication actions to solve problems in complex contexts based on information analysis.
• Propose communication strategies based on digital interactivity that take into account the conditions of the digital social platform on which they will be developed.
• Communicate clearly, efficiently and unambiguously, orally and in writing, research projects and strategic business proposals in the area of audiovisual and advertising communication, taking into account the degree of knowledge and professional specialisation of the target audience.
• Use the appropriate research methodologies to conduct studies in the field of communications according to the objectives set.
• Apply digital techniques and advanced software to conduct research on interactivity on digital social platforms based on the analysis of digital traces.

Competences

• Demonstrate autonomy in the development of analysis and communication strategies in the field of audiovisual and advertising content.
• Consider ethical social commitment and the gender perspective in decision-making and implementation of studies and professional projects in the area of communication.
• Use reliable sources of information in studies, projects and decision-making.
• Deduce the consequences of any decision made within the framework of a communication proposal (individual, business, political or community).
• Discover opportunities for improvement to strengthen the ethical and social commitment of a communication proposal based on the analysis.
• Identify communication needs in business initiatives outside the communication sector.
• Discover opportunities for improvement and greater use of interactivity in communication on digital social platforms.
• Design, using a scientific research methodology, a basic or applied research project in which their own empirical work is developed.
• Consider the care of the environment based on the use of sustainable practices in the production and distribution of audiovisual and advertising content.