• ADVERTISING AND MARKETING UNIVERSITY DEGREE SYLLABUS

University Dual Degree in Advertising, Branding and Communication and Marketing

Syllabus

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The 2024-25 class will include the University Dual Degree in Advertising, Branding and Communication and Marketing.

First year
Second Year
Third Year
Fourth Year
Fifth Year

First year classes 2024-25 academic year will pursue a University Dual Degree in Advertising, Branding and Communication and Marketing.

 ADVERTISING, BRANDING AND COMMUNICATION
SUBJECT TYPOLOGY YEAR TERM ECTS
Advertising Communication Theory BT 1st 1 SEM 6
Brand Marketing: The Brand as a Strategic Asset BT 1st 1 SEM 6
Fundamentals of Functional Creativity OB 1st 1 SEM 4
History of Advertising BT 1st 1 SEM 6 6
Environment I: Audience Research OB 1st 1 SEM 4
Introduction to University Studies BT 1st ANNUAL 6
Skills and Competencies for Leadership BT 1st ANNUAL 6
Creating Corporate Identities OB 1st SEM 1 4 6 Corporate OB 1st 2 SEM 4
Communication Techniques and Soft Skills BT 1st 2 SEM  6
History and Strategy of Iconic Brands OB 1st 2 SEM 3
Consumer Behavior BT 1st 2 SEM 6
Ecosystem I: Professional Profiles OB 1st 2 SEM 3
MARKETING
Basic Computer Tools BT 1st 1 SEM 6
Mathematics Applied to Marketing BT 1st 1 SEM 6
Introduction to Statistics for Marketing Decision Making BT 1st 2 SEM 6

Second year classes 2024-25 academic year will pursue a University Dual Degree in Advertising, Branding and Communication and Marketing.

ADVERTISING, BRANDING AND COMMUNICATION
SUBJECT TYPOLOGY YEAR TERM ECTS
Creative Ideation I BT 2nd  1 SEM 6
Photography and Image Retouching OB 2nd SEM 1 6 Image OB 2nd  1 SEM 4
Building Corporate Narratives BT 2nd  1 SEM 6
Social Engagement and Corporate Activism OB 2nd 1 SEM 4
Environment II: Competition, Partners and Other Agents OB 2nd 1 SEM 4
Anthropology OB 2nd ANNUAL 6
Social Responsibility OB 2nd ANNUAL 6
Audiovisual Editing: The Advertising Case OB 2nd 2 SEM 6
Advertising on the Web OB 2nd 2 SEM 4
Broadcasting Corporate Narratives OB 2nd 2 SEM 4
Gamification and Co-creation OB 2nd 2 SEM 4
Communication Management: Internal and External Brand Experience BT 2nd 2 SEM 6
MARKETING
Business Organization and Management OB 1st 1 SEM 6
History of Western Thought BT 1st 2 SEM 6
Economics for Entrepreneurs BT 1st 2 SEM 6
Marketing Research and Demand Estimation OB 2nd 1 SEM 6

Third year classes 2024-25 academic year will pursue a University Dual Degree in Advertising, Branding and Communication and Marketing.

ADVERTISING, BRANDING AND COMMUNICATION
SUBJECT TYPOLOGY YEAR TERM ECTS
Creative Ideation 2 OB 3rd 1 SEM 6
Retail & Trade Marketing OB 3rd SEM 1 6 Retail & Trade Marketing OB 3rd 1 SEM 6
Strategic Planning OB 3rd 1 SEM 4
Advertising Account Management OB 3rd 1 SEM 4
Introduction to Theology: Man and the Question of God OB 3rd 1 SEM 6
Art Direction OB 3rd 2 SEM 6
Advertising Copy OB 3rd 2 SEM 6
Campaign Implementation OB 3rd 2 SEM 4
Media Planning OB 3rd 2 SEM 4
Responsible Production and Consumption OP 3rd 1 SEM 4
Elective 2 OP 3rd 2 SEM 4
MARKETING
Financial Accounting OB 2nd 1 SEM 4.5
Product and Brand Policy OB 2nd 1 SEM 6
Innovation and Digital Transformation BT 2nd 2 SEM 6
Cost Accounting OB 2nd 2 SEM 4.5

Fourth year classes 2024-25 academic year will pursue a University Dual Degree in Advertising, Branding and Communication and Marketing.

ADVERTISING, BRANDING AND COMMUNICATION
SUBJECT TYPOLOGY YEAR TERM ECTS
Creativity and Branding in Virtual Worlds OB 4th 1 SEM 6
Production of Audiovisual Campaigns OB 4th 1 SEM 6
Production of Graphic Campaigns OB 4th SEM 1 4 Branding Strategies in Crisis Situations OB 4th SEM 1 4 Branding Strategies in Crisis Situations OB 4th SEM 1 4 of Graphic Campaigns OB 4th 1 SEM 4
Brand Strategies in Crisis Situations OB 4th 1 SEM 4
Ethics OB 4th ANNUAL 6
End of Degree END OF DEGREE FINAL PROJECT 4th ANNUAL 9
External Academic Internships EXT. INTERNSHIP 4th ANNUAL 9
Advertising Standards and Regulations OB 4th 2 SEM 6
Ecosystem 2: Industry Benchmark OB 4th 2 SEM 4
Complementary Training Activities I OP 4th 1 SEM 3
Complementary Training Activities 2 OP 4th 2 SEM 3
MARKETING
Marketing Innovation Management OB 2nd 1 SEM 6
Project Management OB 2nd 2 SEM 6
Introduction to Data Analysis OB 2nd 2 SEM 6

Fifth year classes 2024-25 academic year will pursue a University Dual Degree in Advertising, Branding and Communication and Marketing.

MARKETING
SUBJECT YEAR TYPOLOGY TERM ECTS
Relationship Marketing 3rd OB 1 SEM 6
Distribution and Pricing Strategies 3rd OB 1 SEM 6
Customer Experience 3rd OB 2 SEM 6
Communications Strategies Integral 2 3rd OB 2 SEM 6
E-Commerce 3rd OB 2 SEM 6
Financial Management 3rd OB 2 SEM 6
Logistics and Commercial Networks 4th OB 1 SEM 6
Entrepreneurship I 4th OB 1 SEM 6
Entrepreneurship 2 4th OB 2 SEM 4,5
External Academic Internships 4th EXT. INTERNSHIPS 2 SEM 6
End-of-Degree Project 4th End-of-Degree Project 2 SEM 6

Classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

First year
Second Year
Third Year
Fourth Year
Fifth Year

First year classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Advertising Communication Theory 1st BT 1 SEM 6
Brand Marketing 1st OB 1 SEM 6
Creativity Workshop I 1st OB 1 SEM 4,5
Social Environment 1st BT 1 SEM 6
Introduction to University Studies 1st OB Annual 9
Skills and Competencies for Leadership 1st BT 1st BT 6 Leadership 1st BT Annual 6
History of Advertising 1st OB 2 SEM 3
Social Psychology 1st BT 2 SEM 6
Language 1st BT 2 SEM 6
Creativity Workshop II 1st OB 2 SEM 4,5
Advertising Ecosystem 1st OB 2 SEM 3
MARKETING
Business Organization and Administration 1st OB 1 SEM 6
Mathematics Applied to Business 1st OB 1 SEM 6
Financial Accounting 1st OB 2 SEM 6
Marketing Research 1st OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT  YEAR TYPOLOGY TERM ECTS
DESIGN TOOLS I: ILLUSTRATOR Y PHOTOSHOP 1st OWN 1 SEM 3
PROTOCOL AND ORGANIZATION OF EVENTS 1st OWN 2 SEM 3

Second year classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Art History 2nd BT 1 SEM 6
Rhetoric 2nd OB 1 SEM 6
Creative Storytelling 2nd OB 1 SEM 6
English 2nd BT 1 SEM 6
Fundamental Anthropology 2nd BT ANNUAL 6
Contemporary Artistic Movements 2nd BT 2 SEM 6
Creative Expression of the Image 2nd OB 2 SEM 6
Creative Expression of Video 2nd OB 2 SEM 6
Photography and Visual Arts 2nd OB 2 SEM 6
MARKETING
Microeconomics for Entrepreneurs 1st BT 1 SEM 6
Introduction to Statistics for Decision Making in Marketing 1st BT 2 SEM 6
Innovation and Digital Transformation 2nd BT 2 SEM 6
Macroeconomics for Entrepreneurs 2nd BT 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
DESIGN TOOLS II: ADVANCED PHOTOSHOP AND INDESIGN 2nd OWN 1 SEM 3
STORY TELLING AND TRANSMEDIA CONTENT 2nd OWN 2 SEM 3

Third year classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Corporate Strategies 3rd OB 1 SEM 6
Campaign Ideation and Strategy 3rd OB 1 SEM 12
Ethics and Professional Ethics 3rd OB ANNUAL 6
Professional Relationship Experiences 3rd OB ANNUAL 6
History of the West 3rd OB ANNUAL 6
Network Marketing 3rd OB 2 SEM 3
Campaign Implementation 3rd OB 2 SEM 12
Media Strategies 3rd OB 2 SEM 3
Merchandising Techniques 3rd OP 1 SEM 3
OPTIONAL II 3rd OP 2 SEM 3
MARKETING
Product and Branding Policy product and Brand Policy 2nd OB 1 SEM 6
Market Research and Demand Estimation 2nd OB 1 SEM 6
Cost Accounting 2nd OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
MUSICALIZATION, SOUND AND RHYTHM 3rd OWN 1 SEM 3
COPY STRATEGY 3rd OWN 2 SEM 3

Fourth year classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Strategic Planning 4th OB 1 SEM 6
Loyalty Marketing 4th OB 1 SEM 3
Introduction to Theology: Man and the Question of God 4th OB ANNUAL 6
Advertising Law 4th OB 2 SEM 6
External Internships 4th EXT IN 2 SEM 6
Campaign Production 4th OB 2 SEM 12
Activities Complementary Training Activities I 4th OP 1 SEM 3
Complementary Training Activities II 4th OP 2 SEM 3
End-of-Degree Project 4th TFG ANNUAL 9
MARKETING
Marketing Innovation Management 2 2nd OB 1 SEM 6
Distribution and Pricing Strategies 3rd OB 1 SEM 6
Financial Management 3rd OB 2 SEM 6
Quality Management as a Competitive Advantage in Marketing 3rd OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
MEDIA: PROGRAMMATIC BUYING 4th OWN 1 SEM 3
ONLINE MARKETING METRICS 4th OWN 2 SEM 3

Fifth year classes 2020-21, 2021-22, 2022-23 and 2023-24 (University Dual Degree in Advertising and Marketing)

MARKETING
SUBJECT YEAR TYPOLOGY TERM ECTS
Marketing Plan 4th OB 1 SEM 6
Commercial Logistics 3rd OB 1 SEM 6
Sales and Marketing Management 3rd OB 1 SEM 6
Elective I 3rd OP 2 SEM 3
Elective II 3rd OP 2 SEM

III3rdOPSEM 23Computer Models Applied to Marketing4thOBSEM 16Advanced Language4thOBSEM 16Professional Ethics4thOBSEM 26Internship4thPEXTSEM 212Final Degree Project4thTFGSEM 26 xml-ph-0029@d

Promotions prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

First year
Second Year
Third Year
Fourth Year
Fifth Year

First year classes prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Advertising Communication Theory 1st BT 1 SEM 6
Brand Marketing 1st OB 1 SEM 6
Creativity Workshop I 1st OB 1 SEM 4,5
Social Environment 1st BT 1 SEM 6
Introduction to University Studies 1st OB Annual 9
Skills and Competencies for Leadership 1st BT Annual 6
History of Advertising 1st OB 2 SEM 3
Social Psychology 1st BT 2 SEM 6
Language 1st BT 2 SEM 6
Creativity Workshop II 1st OB 2 SEM 4,5
Advertising Ecosystem 1st OB 2 SEM 3
MARKETING
Business Organization and Administration 1st OB 1 SEM 6
Financial Accounting 1st OB 2 SEM 6
Business Research 1st OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
DESIGN TOOLS I: ILLUSTRATOR Y PHOTOSHOP 1st OWN 1 SEM 3
PROTOCOL AND ORGANIZATION OF EVENTS 1st OWN 2 SEM 3

Second year classes prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAT TYPOLOGY TERM ECTS
Art History 2nd BT 1 SEM 6
Rhetoric 2nd OB 1 SEM 6
Creative Storytelling 2nd OB 1 SEM 6
English 2nd BT 1 SEM 6
Anthropology Fundamental 2nd BT ANNUAL 6
Social Responsibility 2nd BT ANNUAL 6
Contemporary Art Movements 2nd BT 2 SEM 6
Creative Expression of the Image 2nd OB 2 SEM 6
Creative Expression of Video 2nd OB 2 SEM 6
Photography and Visual Arts 2nd OB 2 SEM 6
MARKETING
Mathematics Applied to Business 1st OB 1 SEM 6
Microeconomics for Entrepreneurs 1st BT 1 SEM 6
Introduction to Statistics for Marketing Decision-Making  1st BT 2 SEM 6
Macroeconomics for Entrepreneurs 2nd BT 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
DESIGN TOOLS II: ADVANCED PHOTOSHOP AND INDESIGN 2nd OWN 1 SEM 3
STORY TELLING AND TRANSMEDIA CONTENT 2nd OWN 2 SEM 3

Third year classes prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Corporate Strategies 3rd OB 1 SEM 6
Campaign Ideation and Strategies 3rd OB 1 SEM 12
Ethics and Professional Ethics 3rd OB ANNUAL 6
Professional Relationship Experiences 3rd OB ANNUAL 6
History of the West 3rd OB ANNUAL 6
Network Marketing 3rd OB 2 SEM 3
Campaign Implementation 3rd OB 2 SEM 12
Media Strategies 3rd OB 2 SEM 3
Merchandising Techniques 3rd OP 1 SEM 3
OPTIONAL II 3rd OP 2 SEM 3
MARKETING
Product and Branding Policy product and Brand Policy 2nd OB 1 SEM 6
Market Research and Demand Estimation 2nd OB 1 SEM 6
Cost Accounting 2nd OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
MUSICALIZATION, SOUND AND RHYTHM 3rd OWN 1 SEM 3
COPY STRATEGY 3rd OWN 2 SEM 3

Fourth year classes prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

ADVERTISING
SUBJECT YEAR TYPOLOGY TERM ECTS
Strategic Planning 4th OB 1 SEM 6
Loyalty Marketing 4th OB 1 SEM 3
Introduction to Theology: Man and the Question of God 4th OB ANNUAL 6
Advertising Law 4th OB 2 SEM 6
External Internships 4th EXT I 2 SEM 6
Production of Campaigns 4th OB 2 SEM 12
Complementary Training Activities I 4th OP 1 SEM 3
Complementary Training Activities II 4th OP 2 SEM 3
End-of-Degree Project 4th TFG ANNUAL 9
MARKETING
Distribution and Pricing Strategies 3rd OB 1 SEM 6
Commercial Logistics 3rd OB 1 SEM 6
Financial Management 3rd OB 2 SEM 6
Management of Total Quality as a Competitive Advantage in Marketing 3rd OB 2 SEM 6
DIPLOMA IN CREATIVE TECHNIQUES
SUBJECT YEAR TYPOLOGY TERM ECTS
MEDIA: PROGRAMMATIC BUYING 4th OWN 1 SEM 3
ONLINE MARKETING METRICS 4th OWN 2 SEM 3

Fifth year classes prior to 2016-17, 2017-18 and 2018-19 (University Dual Degree in Advertising and Marketing)

MARKETING
SUBJECT YEAR TYPOLOGY TERM ECTS
Marketing Plan 4th OB 1 SEM 6
Sales and Marketing Management 3rd OB 1 SEM 6
Elective I 3rd OP 2 SEM 3
Elective II 3rd OP 2 SEM 3
Elective III 3rd OP 2 SEM 3
Computer Models Applied to Marketing 4th OB 1 SEM 6
Advanced Language 4th OB 1 SEM 6
Professional Ethics 4th OB 2 SEM 6
Internships 4th EXT I. 2 SEM 12
End-of-Degree Project 4th TFG 2 SEM 6

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