Learn in depth about the General Data Protection Regulation and master the obligations that must be integrated into Big Data projects whose source of
information is the personal data of individuals"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The Postgraduate diploma in Advertising Communication comprises a complete program structured in three modules, whose content has been elaborated by specialists of the sector, so that the student enters into all the concepts of the current advertising language, knowing in depth the functioning of the power of the different means of communication that it uses. In this way, the professionals will master the key aspects that structure communication, through quality content, so that their profile stands out in a competitive environment. 

Express your creativity! This program guides you to the creative frontier of persuasion through different formats and different media"

Syllabus

The Postgraduate diploma in Advertising Communication of Advertising Communication is an intensive program that prepares the student to master the structure of communication focused on the advertising field. 

The content of the Postgraduate diploma is designed to promote the development of managerial skills that allow the student to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the communicative field that advertising uses to position a product, service or company. 

Throughout 450 hours of preparation, the student will analyze a multitude of practical cases through individual work. It is, therefore, an authentic immersion in real business situations, which will position the professional's profile. 

In this way, the Postgraduate diploma focuses on the structure of communication focused on the creativity of the advertising language, betting on the use of the lexicon in order to sell an idea. A curriculum designed to specialize professionals in the business environment and orient them towards this sector from a strategic, international and innovative perspective. 

Therefore, this program is designed for students, focused on their professional improvement, which prepares them to achieve excellence in the field of Advertising Communication, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to develop successfully in this environment.  

This Postgraduate diploma takes place over 6 months and is divided into 3 modules:

Module 1. Advertising Theory
Module 2. Advertising Language
Module 3. Creativity in Communication

Where, When and How is it Taught?

TECH offers its students the possibility of taking this program completely online. Over the course of the 6 months, the student will be able to access all the contents of this program at any time, allowing them to self-manage their study time. 

Module 1. Advertising Theory

1.1. Advertising Theory

1.1.1. Introduction
1.1.2. Basic Notions on Advertising and Marketing
1.1.3. Advertising, Public Relations and Publicity
1.1.4. Dimensions and Social Scope of Contemporary Advertising
1.1.5. Successful Advertising: KFC

1.2. History of Advertising 

1.2.1. Introduction
1.2.2. Origin
1.2.3. The Industrial Revolution and Advertising
1.2.4. The Development of the Advertising Industry
1.2.5. Advertising in the Internet World
1.2.6. Successful Advertising: Coca- Cola Case Study

1.3. Advertising and its Protagonists I: The Advertiser

1.3.1. Introduction
1.3.2. How the Advertising Industry Works
1.3.3. Types of Advertisers
1.3.4. Advertising in the Company's Organization Chart
1.3.5. Successful Advertising: Facebook Case Study

1.4. Advertising and its Protagonists II: Advertising Agencies

1.4.1. Introduction
1.4.2. The Advertising Agency: Advertising Communication Professionals
1.4.3. The Organizational Structure of Advertising Agencies
1.4.4. Types of Advertising Agencies
1.4.5. Fee Management in Advertising Agencies
1.4.6. Successful Advertising: Nike

1.5. Advertising and its Protagonists III: The Advertising Receiver

1.5.1. Introduction
1.5.2. The Advertising Recipient and its Context
1.5.3. The Advertising Recipient as a Consumer
1.5.4. Needs and Desires in Advertising
1.5.5. Advertising and Memory: on Advertising Effectiveness
1.5.6. Successful Advertising: Ikea Case Study

1.6. The Advertising Creation Process I: From Advertiser to Media 

1.6.1. Introduction
1.6.2. Preliminary Aspects of the Advertising Creation Process
1.6.3. The Advertising Brief or Communication Brief
1.6.4. Creative Strategy
1.6.5. Media Strategy

1.7. The Process of Advertising Creation II: Creativity and Advertising

1.7.1. Introduction 
1.7.2. Fundamentals of Advertising Creative Work
1.7.3. Advertising Creativity and its Communicative Statute
1.7.4. Creative Work in Advertising
1.7.5. Successful Advertising: Real Madrid Case Study

1.8. The Process of Advertising Creation III: Ideation and Development of the Advertising Manifesto

1.8.1. Introduction
1.8.2. Creative Conception and Strategy
1.8.3. The Creative Conception Process
1.8.4. The Ten Basic Ways of Creativity According to Lluis Bassat: Advertising Genres
1.8.5. Advertising Formats
1.8.6. Successful Advertising: McDonald’s

1.9. Advertising Media Planning

1.9.1. Introduction
1.9.2. Media and Planning
1.9.3. Advertising Media and their Classification
1.9.4. Media Planning Tools
1.9.5. Successful Advertising: Pepsi

1.10. Advertising, Society and Culture

1.10.1. Introduction
1.10.2. The Relationship between Advertising and Society
1.10.3. Advertising and Emotions
1.10.4. Advertising, Subjects and Things
1.10.5. Successful Advertising: Burger King

Module 2. Advertising Language

2.1. Thinking and Writing: Definition

2.1.1. Definition of Copywriting
2.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

2.2. Copywriting and Creativity

2.2.1. Conditions of the Copywriting Process
2.2.2. Linguistic Competence
2.2.3. Functions of the Copywriter 
2.2.4. Definition of the Functions of the Copywriter

2.3. The Principle of Coherence and Campaign Conceptualization

2.3.1. The Principle of Campaign Unity 
2.3.2. The Creative Team
2.3.3. The Conceptualization Process: Hidden Creativity 
2.3.4. What is a Concept?
2.3.5. Applications of the Conceptualization Process
2.3.6. The Advertising Concept 
2.3.7. Utility and Advantages of the Advertising Concept

2.4. Advertising and Rhetoric

2.4.1. Copywriting and Rhetoric
2.4.2. Placing Rhetoric
2.4.3. The Phases of Rhetoric

2.5. Fundamentals and Characteristics of Copywriting

2.5.1. Correction
2.5.2. Adaptation
2.5.3. Efficiency
2.5.4. Characteristics of Copywriting
2.5.5. Morphological: Nominalization
2.5.6. Syntactics: Destructuring
2.5.7. Graphics: Emphatic Punctuation

2.6. Argumentation Strategies

2.6.1. Description
2.6.2. The Enthymeme
2.6.3. Narration
2.6.4. Intertextuality

2.7. Styles and Slogans in Copywriting

2.7.1. The Length of the Sentence 
2.7.2. The Styles
2.7.3. The Slogan
2.7.4. A Phrase of Wartime Origin
2.7.5. The Characteristics of the Slogan
2.7.6. The Elocution of the Slogan
2.7.7. The Forms of the Slogan
2.7.8. The Functions of the Slogan

2.8. Principles of Applied Copywriting and the Reason Why+USP Pairing 

2.8.1. Rigor, Clarity, Accuracy
2.8.2. Synthesis and Simplicity
2.8.3. Advertising Text Constraints
2.8.4. Application of the Reason Why + USP Pairing

2.9. Copywriting in Conventional and Non-Conventional Media

2.9.1. The Division Above-the-line/Below-the-line 
2.9.2. Integration: Overcoming the ATL- BTL Controversy
2.9.3. Television Copywriting
2.9.4. Radio Copywriting
2.9.5. Press Copywriting
2.9.6. Copywriting for Outdoor Media
2.9.7. Copywriting in Non-Conventional Media
2.9.8. Direct Marketing Copywriting
2.9.9. Interactive Media Copywriting

2.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases

2.10.1. Classical Models of Advertising Analysis
2.10.2. Impact and Relevance
2.10.3. The Checklist of the Writer 
2.10.4. Translation and Adaptation of Advertising Texts
2.10.5. New Technologies, New Languages
2.10.6. Writing in Web 2.0 
2.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 3. Creativity in Communication

3.1. To Create is to Think

3.1.1. The Art of Thinking
3.1.2. Creative Thinking and Creativity
3.1.3. Thought and Brain
3.1.4. The Lines of Research on Creativity: Systematization

3.2. Nature of the Creative Process

3.2.1. Nature of Creativity
3.2.2. The Notion of Creativity: Creation and Creativity
3.2.3. The Creation of Ideas for Persuasive Communication
3.2.4. Nature of the Creative Process in Advertising

3.3. The Invention

3.3.1. Evolution and Historical Analysis of the Creation Process
3.3.2. Nature of the Classical Canon of the Invention
3.3.3. The Classical View of Inspiration in the Origin of Ideas
3.3.4. Invention, Inspiration, Persuasion

3.4. Rhetoric and Persuasive Communication

3.4.1. Rhetoric and Advertising
3.4.2. The Rhetorical Parts of Persuasive Communication
3.4.3. Rhetorical Figures
3.4.4. Rhetorical Laws and Functions of Advertising Language

3.5. Creative Behavior and Personality

3.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
3.5.2. Creative Behavior and Motivation
3.5.3. Perception and Creative Thinking
3.5.4. Elements of Creativity

3.6. Creative Skills and Abilities

3.6.1. Thinking Systems and Models of Creative Intelligence
3.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
3.6.3. Interaction Between Factors and Intellectual Capabilities
3.6.4. Creative Skills
3.6.5. Creative Capabilities

3.7. The Phases of the Creative Process

3.7.1. Creativity as a Process
3.7.2. The Phases of the Creative Process
3.7.3. The Phases of the Creative Process in Advertising

3.8. Troubleshooting

3.8.1. Creativity and Problem Solving
3.8.2. Perceptual Blocks and Emotional Blocks
3.8.3. Methodology of Invention: Creative Programs and Methods

3.9. The Methods of Creative Thinking

3.9.1. The Brainstorming as a Model for the Creation of Ideas
3.9.2. Vertical Thinking and Lateral Thinking
3.9.3. Methodology of Invention: Creative Programs and Methods

3.10. Creativity and Advertising Communication

3.10.1. The Creative Process as a Specific Product of Advertising Communication
3.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
3.10.3. Methodological Principles and Effects of Advertising Creation
3.10.4. Advertising Creation: From Problem to Solution
3.10.5. Creativity and Persuasive Communication  

In this Postgraduate diploma you will learn how to enhance your ideas through different methods of creative thinking such as brainstorming"