Introduction to the Program

A unique academic experience, where you will have in your favor all the advantages of online learning, accompanied by an intensive and rigorous practical stay"

Multimedia Communication benefits companies in a variety of ways. First, it allows them to reach a wider and more diverse audience through different channels, such as social networks, websites and streaming platforms. In addition, the combination of text, images, audio and video enriches the presentation of information, making messages more engaging and memorable for customers. Interactivity and immediate feedbackfavor the understanding of the audience's needs, allowing for quick and effective adaptation. Likewise, the analysis of data obtained through their work strategies helps in strategic decision making and improves management efficiency in companies. 

Managers and business leaders must be up to date on all these potentialities to be able to adapt their entities and keep them relevant to users. In response to these demands, TECH has developed this Hybrid Master's Degree. The program is distinguished by the implementation of a study modality that is unparalleled in the current university training panorama. Its structure consists of two distinct stages. The first stage is taught 100% online, from an interactive platform, with various resources to strengthen students' mastery of complex concepts. These materials include video summaries, master classes, infographics, among others. Thus, over the course of 1,500 hours, the degree is taught using disruptive methodologies such as Relearning and Harvard case studies. 

In the second academic period, enrolled participants have the opportunity to develop a first level practical internship. For this purpose, they will have 3 weeks of liaison with a prestigious company with extensive results in the integration of Multimedia Communication advances. During this stage, they will be accompanied by tutors who will be in charge of reinforcing the mastery of the contents through advanced tasks and the handling of the most avant-garde tools of this professional sphere.

Incorporate to your professional practice cutting-edge theoretical and practical knowledge about the most effective digital platforms to reinforce the reputation of your business brand"

This Hybrid Master's Degree in Multimedia Communication contains the most complete and up-to-date program on the market. The most important features include: 

  • Development of more than 100 cases presented by multimedia and digital communication professionals
  • The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice
  • Work based on the current structures of communication and the new advertising industry, both in online and offline media
  • The acquisition of a broad and exhaustive knowledge of the different branches of multimedia communication, its tools, its applications and the most effective recommendations to develop successful projects adapted to the demands of today's society
  • All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
  • Content that is accessible from any fixed or portable device with an Internet connection
  • In addition, you will be able to do an internship in a large company in the communication sector

With 3 weeks of intensive practice, you will be able to become a corporate leader widely trained in the informative management of social networks"

In this proposed Master's program, of a professionalizing nature and hybrid learning modality, the program is aimed at updating professionals in the corporate and business sector. The contents are based on the latest scientific evidence, and oriented in a didactic way to integrate theoretical and practical elements that will bring participants up to date and allow them to optimize processes such as decision-making or effective communication for leadership. 

Thanks to its multimedia content elaborated with the latest educational technology, they will allow managers a situated and contextual learning, that is to say, a simulated environment that will provide an immersive learning programmed to train in real situations. This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, the students will be assisted by an innovative interactive video system created by renowned experts.

This Hybrid Master's Degree is all you need to be up to date on the most effective genres, languages and codes of television and radio communication for your company"

 

Through this program, you will have the opportunity to analyze in situ, how a prestigious corporation draws strategies to sustain a close image and clean reputation with its users"

Syllabus

This Hybrid Master's Degree, designed for business executives, covers a variety of topics in its 10 modules. First, it analyzes communication theories, methods and practices, as well as their influence on society and political power. At the same time, the syllabus delves into the latest technological trends to facilitate processes such as brand identity. Specifically, it delves into the best strategies to sustain digital reputation through social networks and other virtual platforms. Similarly, it addresses the most common languages and genres of the media and how to take advantage of them according to the company. For all this, the program uses the most innovative methodology: Relearning.

maestria multimedia communication TECH Global University

No rigid schedules or continuous evaluations: the first half of this Hybrid Master's Degree offers you the best benefits of 100% online learning"

Module 1. Structure of the Communication

1.1. Theory, Concept and Method of the Communication Structure

1.1.1. Introduction
1.1.2. Autonomy of the Discipline and Relationships with other Subjects
1.1.3. The Structuralist Method
1.1.4. Definition and Purpose of the Communication Structure
1.1.5. Guide to the Analysis of Communication Structure

1.2. New International Communication Order

1.2.1. Introduction
1.2.2. State Control: Monopolies
1.2.3. Communication Marketing
1.2.4. Cultural Dimension of Communication

1.3. Major Information Agencies

1.3.1. Introduction
1.3.2. What is an Information Agency?
1.3.3. News and Information
1.3.4. Before the Internet
1.3.5. News Agencies Can Be Seen Thanks to the Internet
1.3.6. The World's Major Agencies

1.4. The Advertising Industry and its Relationship with the Media System

1.4.1. Introduction
1.4.2. Advertising Industry
1.4.3. The Need of Advertising for the Media
1.4.4. La Structure of the Advertising Industry
1.4.5. The Media and its Relationship with the Advertising Industry
1.4.6. Advertising Regulations and Ethics BORRAR

1.5. Cinema and the Culture and Leisure Market

1.5.1. Introduction
1.5.2. The Complex Nature of Cinema
1.5.3. The Origin of the Industry
1.5.4. Hollywood, the Film Capital of the World

1.6. Political Power and the Media

1.6.1. Introduction
1.6.2. Influence of the Media in the Formation of Society
1.6.3. Media and Political Power

1.7. Media Concentration 

1.7.1. Introduction
1.7.2. Media Concentration
1.7.3. Communication Policies BORRAR

1.8. Communication Structure in Latin America BORRAR

1.8.1. Introduction BORRAR
1.8.2. Communication Structure in Latin America BORRAR
1.8.3. New Trends BORRAR

1.9. Media System in Latin America and the Digitization of Journalism

1.9.1. Introduction
1.9.2. Historical Approach
1.9.3. Bipolarity of the Latin American Media System
1.9.4. U.S. Hispanic Media A

1.10. Digitalization and the Future of Journalism

1.10.1. Introduction
1.10.2. Digitalization and the New Media Structure
1.10.3. The Structure of Communication in Democratic Countries

Module 2. Social Communication Theory

2.1. The Art of Communicating

2.1.1. Introduction: Te Study of Communication as a Social Science
2.1.2. Knowledge

2.1.2.1. Sources of Knowledge

2.1.3. The Scientific Method

2.1.3.1. The Deductive Method
2.1.3.2. Inductive Method
2.1.3.3. Hypothetico-Deductive Method

2.1.4. Common Concepts in Scientific Research

2.1.4.1. Dependent and Independent Variables
2.1.4.2. Hypotheses
2.1.4.3. Operationalization
2.1.4.4. The Law or Theory of Hedging

2.2. Elements of Communication

2.2.1. Introduction
2.2.2. Elements of Communication
2.2.3. Empirical Research

2.2.3.1. Basic Versus Applied Research
2.2.3.2. Research Paradigms
2.2.3.3. Values in Research
2.2.3.4. The Unit of Analysis
2.2.3.5. Cross-Sectional and Longitudinal Studies

2.2.4. Define Communication

2.3. Trends in Social Communication Research

2.3.1. Introduction. Communication in the Ancient World
2.3.2. Communication Theorists

2.3.2.1. Greece
2.3.2.2. The Sophists, Early Communication Theorists
2.3.2.3. Aristotelian Rhetoric
2.3.2.4. Cicero and the Canons of Rhetoric
2.3.2.5. Quintilian: The Oratorical Institution

2.3.3. The Modern Period: The Theory of Argumentation

2.3.3.1. Anti-Retoricist Humanism
2.3.3.2. Communication in Baroque
2.3.3.3. From the Enlightenment to Mass Society

2.3.4. The 20th Century: the Rhetoric of the Mass Media

2.3.4.1. Media Communication

2.4. Communicative Behavior

2.4.1. Introduction: the Communicative Process
2.4.2. Communicative Behavior 

2.4.2.1. Animal Ethology and the Study of Human Communication
2.4.2.2. The Biological Background of Communication
2.4.2.3. Intrapersonal Communication
2.4.2.4. Patterns of Communicative Behavior

2.4.3. The Study of Non-Verbal Communicative Behavior

2.4.3.1. The Movement of the Body as a Pattern of Communicative Action
2.4.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements

2.5. The Communicative Transaction

2.5.1. Introduction: The Communicative Transaction
2.5.2. Transactional Analysis

2.5.2.1. The I-Child
2.5.2.2. The Father-Self
2.5.2.3. The Adult-Self

2.5.3. Classification of Transactions

2.6. Identity, Self-Concept and Communication

2.6.1. Introduction
2.6.2. Identity, Self-Concept and Communication

2.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities
2.6.2.2. The Strategy of Negative Emotions
2.6.2.3. The Strategy of Positive Emotions
2.6.2.4. The Strategy to Induce Emotions in Others
2.6.2.5. The Mutual Commitment Strategy
2.6.2.6. The Strategy of Pity or Understanding

2.6.3. The Presentation of Oneself in Everyday Rituals

2.6.3.1. Symbolic Interactionism

2.6.4. Constructivism
2.6.5. Self-Concept Motivated to Interact

2.6.5.1. The Theory of Reasoned Action

2.6.6. Conversational Pragmatics

2.7. Communication in Groups and Organizations

2.7.1. Introduction: the Communicative Process
2.7.2. Communicative Behavior

2.7.2.1. Animal Ethology and the Study of Human Communication
2.7.2.2. The Biological Background of Communication
2.7.2.3. Intrapersonal Communication
2.7.2.4. Patterns of Communicative Behavior

2.7.3. The Study of Non-Verbal Communicative Behavior

2.7.3.1. The Movement of the Body as a Pattern of Communicative Action
2.7.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements

2.8. Media Communication I

2.8.1. Introduction
2.8.2. Media Communication
2.8.3. Characteristics of the Media and its Messages

2.8.3.1. The Mass Media
2.8.3.2. Media Functions

2.8.4. The Powerful Effects of the Mass Media

2.8.4.1. The Media Tell us What to Think and What not to Think

2.9. Media Communication II

2.9.1. Introduction
2.9.2. The Hypodermic Theory
2.9.3. The Limited Effects of the Media
2.9.4. The Uses and Gratifications of Mass Communications

2.9.4.1.  Theory of Uses and Gratifications
2.9.4.2.  Origins and Principles
2.9.4.3.  Objectives of the Theory of Uses and Gratifications
2.9.4.4.  Expectations Theory

2.10. Media Communication III

2.10.1. Introduction
2.10.2. Computerized Communication and Virtual Reality

2.10.2.1. Computer-Mediated Communication: the Problem of its Theoretical Integration
2.10.2.2. Definitions of Computerized Communication

2.10.3. Evolution of the Theory of Uses and Gratifications

2.10.3.1. Reinforcements of Media Dependency Theory

2.10.4. Virtual Reality as an Emerging Object of Study

2.10.4.1. Psychological Immersion of the User

2.10.5. Telepresence

Module 3. Technology and Information and Knowledge Management

3.1. New Communication Tendencies

3.1.1. Introduction to Computer Science
3.1.2. What is a Computer?

3.1.2.1. Elements of a Computer

3.1.3. The Files

3.1.3.1. File Compression

3.1.4. Representation and Information Measurement
3.1.5. Distance Learning
3.1.6. Basic Rules of Online Communication
3.1.7. How to Download Information from the Internet?

3.1.7.1. Saving an Image

3.1.8. The Forums as a Place of Interaction

3.2. The Design and Use of Virtual Classrooms for Distance Learning

3.2.1. Introduction
3.2.2. Distance Learning

3.2.2.1. Features
3.2.2.2. Advantages of Distance Educational
3.2.2.3. Distance Education Generations

3.2.3. Virtual Classrooms in Distance Learning

3.2.3.1. The Design of Virtual Classrooms for Distance Learning

3.2.4. Virtual Worlds and Distance Education

3.2.4.1. Second Life

3.3. Plan and Organisation Techniques

3.3.1. Introduction
3.3.2. Knowledge Maps

3.3.2.1. Functional Criteria
3.3.2.2. Classification of Knowledge Maps
3.3.2.3. Concept and Definition of the Knowledge Map
3.3.2.4. Mapping or Application of Knowledge

3.3.3. Construction of Knowledge Maps
3.3.4. Types of Knowledge Maps
3.3.5. Knowledge Maps with their Own Name

3.3.5.1. Concept Maps
3.3.5.2. Mind Maps
3.3.5.3. Yellow Pages

3.4. Collaborative Work Environments: Tools and Applications in the Cloud

3.4.1. Introduction
3.4.2. Benchmarking

3.4.2.1. Concepts

3.4.3. Benchmark and Benchmarking
3.4.4. Types and Phases of Benchmarking. Approaches and Approximations to Benchmarking
3.4.5. Benchmarking Costs and Benefits
3.4.6. The Xerox Case Study
3.4.7. Institutional Reports

3.5. Online Communication and Online Communication for Learning

3.5.1. Introduction
3.5.2. Online Communication

3.5.2.1. What is Communication and How is it Performed?
3.5.2.2. What is Online Communication?
3.5.2.3. Online Communication for Learning
3.5.2.4. Online Communication for Distance Learning and the Distance Learner

3.5.3. Free Online Communication Tools

3.5.3.1. E-mail
3.5.3.2. Instant Messaging Tools
3.5.3.3. Google Talk
3.5.3.4. Pidgin
3.5.3.5. Facebook Messenger
3.5.3.6. WhatsApp

3.6. Knowledge Management

3.6.1. Introduction to Knowledge Management
3.6.2. FADO Matrices
3.6.3. What is Communication and How is it Performed?
3.6.4. Definition

3.6.4.1. Steps to Construct a Cause-Effect Diagram

3.7. Data Processing Tools. Spreadsheets

3.7.1. Introduction to Calculation Sheets
3.7.2. Origins
3.7.3. Cells
3.7.4. Basic Arithmetic Operations in Spreadsheets

3.7.4.1. The Four Basic Operations

3.7.5. Operations with Constants
3.7.6. Operations with Variables. Advantages
3.7.7. Relativity

3.8. Digital Presentation Tools

3.8.1. Introduction
3.8.2. How to Prepare Effective Academic Presentations

3.8.2.1. Planning and Outlining the Presentation

3.8.3. Production
3.8.4. SlideShare

3.8.4.1. Main Characteristics and Functional Criteria
3.8.4.2. How to Use SlideShare?

3.9. Online Information Sources

3.9.1. Introduction
3.9.2. Traditional Media

3.9.2.1. Radio
3.9.2.2. Press
3.9.2.3. Television

3.9.3. Blog
3.9.4. YouTube
3.9.5. Social media

3.9.5.1. Facebook
3.9.5.2. Twitter
3.9.5.3. Instagram
3.9.5.4. Snapchat

3.9.6. Search Engine Advertising
3.9.7. Newsletters

3.10. Saturation of Information

3.10.1. Introduction
3.10.2. Saturation of Information

3.10.2.1. Information in Today's World
3.10.2.2. Press
3.10.2.3. Television
3.10.2.4. Radio

3.10.3. Manipulating Information

Module 4. Fundamentals of Communication in the Digital Environment

4.1. Web 2.0 or the Social Web

4.1.1. Organization in the Age of Conversation
4.1.2. Web 2.0 Is All About People
4.1.3. Digital Environment and New Communication Formats

4.2. Digital Communication and Reputation

4.2.1. Online Reputation Report
4.2.2. Etiquette and Best Practices in Social Networking
4.2.3. Branding and 2.0 Networks

4.3. Online Reputation Plan Design and Planning

4.3.1. Overview of the Main Social Media
4.3.2. Brand Reputation Plan
4.3.3. General metrics, ROI, and Social CRM
4.3.4. Online Crisis and Reputational SEO

4.4. General, Professional, and Microblogging  Platforms

4.4.1. Facebook
4.4.2. LinkedIn
4.4.3. Google+
4.4.4. Twitter

4.5. Video, Image, and Mobility Platforms

4.5.1. YouTube
4.5.2. Instagram
4.5.3. Flickr
4.5.4. Vimeo
4.5.5. Pinterest

4.6. Content and Storytelling Strategy

4.6.1. Corporate Blogging
4.6.2. Content Marketing Strategy
4.6.3. Creating a Content Plan
4.6.4. Content Curation Strategy

4.7. Social Media Strategies

4.7.1. Corporate PR and Social Media
4.7.2. Defining the Strategy to Be Followed in Each Medium
4.7.3. Analysis and Evaluation of Results

4.8. Community Administration

4.8.1. Roles, Tasks and Responsibilities of the Community Administration
4.8.2. Social Media Manager
4.8.3. Social Media Strategist

4.9. Social Media Plan

4.9.1. Designing a Social Media Plan
4.9.2. Schedule, Budget, Expectations and Follow-up
4.9.3. Contingency Protocol in Case of Crisis

4.10. Online Monitoring Tools

4.10.1. Management Tools and Desktop Applications
4.10.2. Monitoring and Research Tools

Module 5. Written Communication

5.1. History of Communication

5.1.1. Introduction
5.1.2. Communication in Antiquity
5.1.3. The Revolution of Communication
5.1.4. Current Communication

5.2. Oral and Written Communication

5.2.1. Introduction
5.2.2. The Text and its Linguistics
5.2.3. The Text and its Properties: Coherence and Cohesion

5.2.3.1. Coherence
5.2.3.2. Cohesion
5.2.3.3. Recurrence

5.3. Planning or Prewriting

5.3.1. Introduction
5.3.2. Writing Processes
5.3.3. Planning
5.3.4. Documentation

5.4. The Act of Writing

5.4.1. Introduction
5.4.2. Style
5.4.3. Lexicon
5.4.4. Sentence
5.4.5. Paragraph

5.5. Rewriting

5.5.1. Introduction
5.5.2. The Review
5.5.3. How to Use the Computer to Improve the Text

5.5.3.1. Dictionary
5.5.3.2. Search/Change
5.5.3.3. Synonyms
5.5.3.4. Paragraph
5.5.3.5. Shades
5.5.3.6. Cut and Paste
5.5.3.7. Change Control, Commenting and Version Comparison

5.6. Spelling and Grammar Issues

5.6.1. Introduction
5.6.2. Most Common Accentuation Problems
5.6.3. Capitalization
5.6.4. Punctuation Marks
5.6.5. Abbreviations and Acronyms
5.6.6. Other Signs
5.6.7. Some Problems

5.7. Textual Models: the Description

5.7.1. Introduction
5.7.2. Definition
5.7.3. Types of Description
5.7.4. Description Types
5.7.5. Techniques
5.7.6. Linguistic Elements

5.8. Textual Models: Narration

5.8.1. Introduction
5.8.2. Definition
5.8.3. Features
5.8.4. Components
5.8.5. The Narrator
5.8.6. Linguistic Elements

5.9. Textual Models: the Exposition and the Epistolary Genre

5.9.1. Introduction
5.9.2. The Exposition
5.9.3. The Epistolary Genre
5.9.4. Components

5.10. Textual Models: Argumentation

5.10.1. Introduction
5.10.2. Definition
5.10.3. Elements and Structure of Argumentation
5.10.4. Types of Arguments
5.10.5. Fallacies
5.10.6. Structure
5.10.7. Linguistic Features

5.11. Academic Writing

5.11.1. Introduction
5.11.2. Scientific Work
5.11.3. Summary
5.11.4. The Review
5.11.5. The Trial
5.11.6. Appointments
5.11.7. Writing on the Internet

Module 6. Television Communication

6.1. The Message on Television

6.1.1. Introduction
6.1.2. The Message on Television
6.1.3. Television as the Union of Dynamic Image and Audio

6.2. History and Evolution of the Television Media

6.2.1. Introduction
6.2.2. Origin of the Television Medium
6.2.3. History and Evolution in the World of Television Media

6.3. Television Genres and Formats

6.3.1. Introduction
6.3.2. Television Genres
6.3.3. Format on Television

6.4. The Script on Television

6.4.1. Introduction
6.4.2. Types of Scripts
6.4.3. Role of the Script in Television

6.5. Television Programming

6.5.1. Introduction
6.5.2. History
6.5.3. Block Programming
6.5.4. Cross Programming
6.5.5. Counterprogramming

6.6. Language and Narration in Television

6.6.1. Introduction
6.6.2. Language in Television
6.6.3. Television Narration

6.7. Speech and Expression Techniques

6.7.1. Introduction
6.7.2. Speech Techniques
6.7.3. Expression Techniques

6.8. Creativity in Television

6.8.1. Introduction
6.8.2. Creativity in Television
6.8.3. The Future of Television

6.9. Production

6.9.1. Introduction
6.9.2. Television Production
6.9.3. Pre-Production
6.9.4. Production and Recording
6.9.5. Postproduction

6.10. Digital Technology and Techniques in Television

6.10.1. Introduction
6.10.2. The Role of Technology in Television
6.10.3. Digital Techniques in Television

Module 7. Radio Communication

7.1. History of Broadcasting

7.1.1. Introduction
7.1.2. Origins
7.1.3. Orson Welles and "The War of the Worlds"
7.1.4. Radio in the World
7.1.5. The New Radio

7.2. Radio Language

7.2.1. Introduction
7.2.2. Characteristics of Radio Communication
7.2.3. Elements that Make Up the Radio Language
7.2.4. Characteristics of the Construction of Radiophonic Texts
7.2.5. Characteristics of Radiophonic Text Writing
7.2.6. Glossary of Terms Used in Radiophonic Language

7.3. The Radio Script Creativity and Expression

7.3.1. Introduction
7.3.2. Radio Script
7.3.3. Basic Principles in the Development of a Script

7.4. Broadcast Production, Realization and Voice-Over in Broadcasting

7.4.1. Introduction
7.4.2. Production and Realization
7.4.3. Radio Voice-Over
7.4.4. Peculiarities of Radio Voice-Over
7.4.5. Practical Breathing and Voice-Over Exercises

7.5. Improvisation in Broadcasting

7.5.1. Introduction
7.5.2. Peculiarities of the Radio Media
7.5.3. What is Improvisation?
7.5.4. How is Improvisation Carried Out?
7.5.5. Sports Information in Radio. Characteristics and Language
7.5.6. Lexical Recommendations

7.6. Radio Genres

7.6.1. Introduction
7.6.2. Radio Genres

7.6.2.1. The News
7.6.2.2. The Chronicle
7.6.2.3. The Report
7.6.2.4. The Interview

7.6.3. The Round Table and the Debate

7.7. Radio Audience Research

7.7.1. Introduction
7.7.2. Radio Research and Advertising Investment
7.7.3. Main Research Methods
7.7.4. General Media Study
7.7.5. Summary of the General Media Study
7.7.6. Traditional Radio Vs. Online Radio

7.8. Digital Sound

7.8.1. Introduction
7.8.2. Basic Concepts about Digital Sound
7.8.3. History of Sound Recording
7.8.4. Main Digital Sound Formats
7.8.5. Digital Sound Editing Audacity

7.9. New Radio Operator

7.9.1. Introduction
7.9.2. New Radio Operator
7.9.3. The Formal Organization of Broadcasters
7.9.4. The Task of the Editor
7.9.5. The Content Gathering
7.9.6. Immediacy or Quality?

Module 8. Creativity in Communication

8.1. To Create is to Think

8.1.1. The Art of Thinking
8.1.2. Creative Thinking and Creativity
8.1.3. Thought and Brain
8.1.4. The Lines of Research on Creativity: Systematization

8.2. Nature of the Creative Process

8.2.1. Nature of Creativity
8.2.2. The Notion of Creativity: Creation and Creativity
8.2.3. The Creation of Ideas for Persuasive Communication
8.2.4. Nature of the Creative Process in Advertising

8.3. The Invention

8.3.1. Evolution and Historical Analysis of the Creation Process
8.3.2. Nature of the Classical Canon of the invention
8.3.3. The Classical View of Inspiration in the Origin of Ideas
8.3.4. Invention, Inspiration, Persuasion

8.4. Rhetoric and Persuasive Communication

8.4.1. Rhetoric and Advertising
8.4.2. The Rhetorical Parts of Persuasive Communication
8.4.3. Rhetorical Figures

8.5. Creative Behavior and Personality

8.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
8.5.2. Creative Behavior and Motivation
8.5.3. Perception and Creative Thinking
8.5.4. Elements of Creativity

8.6. Creative Skills and Abilities

8.6.1. Thinking Systems and Models of Creative Intelligence
8.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
8.6.3. Interaction Between Factors and Intellectual Capabilities
8.6.4. Creative Skills
8.6.5. Creative Capabilities

8.7. The Phases of the Creative Process

8.7.1. Creativity as a Process
8.7.2. The Phases of the Creative Process
8.7.3. The Phases of the Creative Process in Advertising

8.8. Troubleshooting

8.8.1. Creativity and Problem Solving
8.8.2. Perceptual Blocks and Emotional Blocks
8.8.3. Methodology of Invention: Creative Programs and Methods

8.9. The Methods of Creative Thinking

8.9.1. The brainstorming as a Model for the Creation of Ideas
8.9.2. Vertical Thinking and Lateral Thinking
8.9.3. Methodology of Invention: Creative Programs and Methods

8.10. Creativity and Advertising Communication

8.10.1. The Creative Process as a Specific Product of Advertising Communication
8.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
8.10.3. Methodological Principles and Effects of Advertising Creation
8.10.4. Advertising Creation: From Problem to Solution
8.10.5. Creativity and Persuasive Communication

Module 9. Corporate Identity

9.1. The Importance of Image in Businesses

9.1.1. What is Corporate Image?
9.1.2. Differences between Corporate Identity and Corporate Image
9.1.3. Where can the Corporate Image be Manifested?
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

9.2. Research Techniques in Corporate Image

9.2.1. Introduction
9.2.2. The study of the Company's Image
9.2.3. Corporate Image Research Techniques
9.2.4. Qualitative Image Study Techniques
9.2.5. Types of Quantitative Techniques

9.3. Image Audit and Strategy

9.3.1. What is Image Auditing?
9.3.2. Guidelines
9.3.3. Audit Methodology
9.3.4. Strategic Planning

9.4. Corporate Culture

9.4.1. What is Corporate Culture?
9.4.2. Factors Involved in Corporate Culture
9.4.3. Functions of Corporate Culture
9.4.4. Types of Corporate Culture

9.5. Corporate Social Responsibility and Corporate Reputation

9.5.1. CSR: Concept and Application of the Company
9.5.2. Guidelines for Integrating CSR into Businesses
9.5.3. CSR Communication
9.5.4. Corporate Reputation

9.6. Corporate Visual Identity and Naming

9.6.1. Corporate Visual Identity Strategies
9.6.2. Basic Elements
9.6.3. Basic Principles
9.6.4. Preparation of the Manual
9.6.5. The Naming

9.7. Brand Image and Positioning

9.7.1. The Origins of Trademarks
9.7.2. What is a Brand?
9.7.3. The Need to Build a Brand
9.7.4. Brand Image and Positioning
9.7.5. The Value of Brands

9.8. Image Management through Crisis Communication

9.8.1. Strategic Communication Plan
9.8.2. When it All Goes Wrong: Crisis Communication
9.8.3. Cases

9.9. The Influence of Promotions on Corporate Image

9.9.1. The New Advertising Industry Landscape
9.9.2. The Marketing Promotion
9.9.3. Features
9.9.4. Dangers
9.9.5. Promotional Types and Techniques

9.10. Distribution and Image of the Point of Sale

9.10.1. The Main Players in Commercial Distribution
9.10.2. The Image of Retail Distribution Companies through Positioning
9.10.3. Through its Name and Logo

Module 10. The Fundamentals of Graphic Design

10.1. Introduction to Design

10.1.1. Design Concept: Art and Design
10.1.2. Fields of Application of the Design
10.1.3. Design and Ecology: Ecodesign
10.1.4. Activist Design

10.2. Design and Configuration

10.2.1. The Design Process
10.2.2. The Idea of Progress
10.2.3. The Dichotomy Between Need and Desire

10.3. Introduction to Adobe Lightroom I

10.3.1. Tour of the Interface: Catalog and Preferences
10.3.2. Program Structure and Visualization
10.3.3. Structure of the library
10.3.4. File Import

10.4. Introduction to Adobe Lightroom II

10.4.1. Fast Development, Keywords and Metadata
10.4.2. Simple Collections
10.4.3. Intelligent Collections
10.4.4. Practice

10.5. Library in Adobe Lightroom

10.5.1. Classification and Structuring Methods
10.5.2. Stacks, Virtual Copies, Files Not Found
10.5.3. Watermark and Logos
10.5.4. Export

10.6. Revealing in Adobe Lightroom I

10.6.1. Developed Module
10.6.2. Lens Correction and Cropping
10.6.3. The Histogram
10.6.4. Calibration and Profiling

10.7. Presets

10.7.1. What are they?
10.7.2. How Are They Used?
10.7.3. What Kind of Presets Are Saved in Lightroom Presets?
10.7.4. Search Resources

10.8. Tone in Adobe Lightroom

10.8.1. Tone Curve
10.8.2. HSL
10.8.3. Split Tones
10.8.4. Practice

10.9. Revealing in Adobe Lightroom II

10.9.1. Masks
10.9.2. Development with Brush
10.9.3. Focus and Noise Reduction
10.9.4. Vignetting
10.9.5. Red Eye and Blemish Removal

10.10. Revealing in Adobe Lightroom III

10.10.1. Transform an Image
10.10.2. Creation of Panoramic Photographs
10.10.3. HDR, What Is It? How Do We Create iI?
10.10.4. Synchronize Settings

estudiar multimedia communication TECH Global University

A unique training experience, key and decisive to boost your professional development"

..