Improve your skills in Advertising Creativity and design communication strategies that contribute to increase your company's competitive advantages" 

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 center for intensive managerial skills education.   

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 balances 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 prepared 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’s 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 (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational 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 analyses in academia” 

The Professional master’s degree in Advertising Creativity is a program taught in a 100% online format that will lead students to obtain the skills required to implement ingenious and successful advertising strategies. Throughout this program, you will explore aspects such as the development of advertisements, creative techniques for social networks or the most effective branded content strategies.  

Study from the comfort of your own home thanks to the 100% online methodology of this program"

Syllabus

This program of TECH Global University consists of 10 in-depth modules through which students will significantly increase their knowledge and skills in the field of Advertising.  

Through each of its modules, you will acquire a set of competencies that will enable you to carry out creative advertising strategies that successfully impact your target audience. You will have the opportunity to delve into techniques for generating innovative ideas and advertisements or cutting-edge methods for creating and positioning a brand.  

In addition, all the contents that the student will have throughout this program will be available in a wide variety of study formats, including interactive summaries, videos and complementary readings. In this way, the student will be able to adapt learning to his or her own academic needs and preferences. 

It is, therefore, a unique opportunity to expand professional skills in a 100% online way, without having to make uncomfortable daily trips to study centers and enjoying dynamic and attractive didactic materials.  

This Professional master’s degree takes place over 12 months and is divided into 10 modules: 

Module 1.  Creative Publicist
Module 2.  The generation of advertising ideas
Module 3.  How to create ads 
Module 4.  How to create a brand
Module 5.  Branded Content
Module 6.  Digital creativity
Module 7.  Creativity in social networks
Module 8.  Personal branding and political campaigns   
Module 9.  Applied advertising creativityCreative Publicist
Module 10.  Competencies of an advertising creative

Where, When and How is it Taught?

TECH offers the possibility of developing this Professional master’s degree in Advertising Creativity completely online. Throughout the 12 months of the educational program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Creative Publicist 

1.1. What is Creativity  

1.1.1. Definitions 
1.1.2. Constantly changing creative models. New technologies, need for greater efficiency
1.1.3. Challenges for creatives in the development of innovative strategies. The Benefits of Collaboration 
1.1.4. Professions where creativity is in demand 
1.1.5. People who stood out for their exceptional creativity 

1.2. The best conditions to create. The generation of ideas 

1.2.1. Phases of Creativity 
1.2.2. Focus on the problem 
1.2.3. Relax, enjoy 
1.2.4. Make a mistake 
1.2.5. Play and techniques to stimulate the game 

1.3. The creative subject 

1.3.1. Demands on the creative 
1.3.2. Stability
1.3.3. The creative's kryptonite 
1.3.4. Falling in love with the project 
1.3.5. Good or bad creative?  
1.3.6. The creative's memory 

1.4. Challenges for creatives in the development of innovative strategies  

1.4.1. Customer relations: companies, individuals, organizations, territories
1.4.2. Relationships with other stakeholders: suppliers (photographers, planners, speakers, designers, etc., colleagues, agency managers, artificial intelligence, etc
1.4.3. Relations with consumers 
1.4.4. The importance of team building 

1.5. The context of a creative project  

1.5.1. Market introduction of an innovative product 
1.5.2. Strategy for approaching creativity  
1.5.3. Complex products or services 
1.5.4. Personalized communication 

1.6. Types of advertisements. Creative and non-creatives 

1.6.1. Innovative, generic, imitations, etc
1.6.2. Differences between original 
1.6.3. Ways to get customers with creativity 

1.7. Artistic creativity in communication  

1.7.1. 21 reasons to be creative 
1.7.2. What we call art in communication 
1.7.3. Artistic referents of advertising creativity 

1.8. New creative challenges 

1.8.1. New channels, technologies, trends
1.8.2. The development of a new format 
1.8.3. The need to implement new technologies in an innovative ad
1.8.4. The entry of competitors  
1.8.5. Life cycle of an idea  
1.8.6. Sustainability, inclusive language  

1.9. Trends in advertising creativity 

1.9.1. Role of customers in decision making 
1.9.2. New methods and media 
1.9.3. New Technologies 

1.10. Limits of advertising creativity 

1.10.1. Access to the most innovative ideas 
1.10.2. The cost of a good idea 
1.10.3. The relevance of a message 
1.10.4. The decision map 
1.10.5. Finding the right balance 

Module 2. The generation of advertising ideas 

2.1. What Does It Take to Get to the Idea

2.1.1. State the problem 
2.1.2. Stopping to think, the first step to differentiate yourself 
2.1.3. Think, reflect, think again and so on for several days 
2.1.4. Convincing yourself to get there 
2.1.5. A creative environment stimulates creativity 
2.1.6. How your creativity is contagious 
2.1.7. Get out of the office, live, enjoy 
2.1.8. The creative briefing 
2.1.9. Creative demand 
2.1.10. Break with the established 
2.1.11. The key word: partnership  

2.2. Creative thinking 

2.2.1. People who have theorized about creative thinking 
2.2.2. Key aspects to stimulate creative thinking according to de Bono
2.2.3. Conclusions  

2.3. Creative Process 

2.3.1. The creative concept 
2.3.2. The creative strategy in function of the product life cycle 
2.3.3. Launching strategies 

2.4. The advertising creative's software 

2.4.1. Actions of creative advertising thinking  
2.4.2. Phases 
2.4.3. Possibilities of use 
2.4.4. Safety rules 
2.4.5. Thought process 

2.5. The Creative Team 

2.5.1. The copy or copywriter 
2.5.2. The designer and the art director 
2.5.3. The creative director 
2.5.4. The creative 
2.5.6. Six thinking hats 

2.6. Rhetorical thinking 

2.6.1. Most used rhetorical figures 
2.6.2. Importance of rhetorical figures in commercial communication 
2.6.3. Examples of rhetorical advertisements 

2.7. Designing with creativity 

2.7.1. Image manipulation  
2.7.2. Production  
2.7.3. Visual rhetoric 
2.7.4. Typography in advertising 

2.8. Recommendations to create 

2.8.1. Meaningful copy 
2.8.2. Phrases of the great advertising creatives 
2.8.3. Recommendations of famous designers 

2.9. Types of Creativity 

2.9.1. Artistic 
2.9.2. Scientist  
2.9.3. Technological. 
2.9.4. Enterprise 
2.9.6. Advertising 
2.9.7. Designers 

2.10. Creative Profiles 

2.10.1. Visionaries 
2.10.2. Experimenters 
2.10.3. Observers 
2.10.4. Connectors 
2.10.5. Analytical 
2.10.6. Collaborators 
2.10.7. Narrators 

Module 3. How to create ads

3.1.    How an advertising creative thinks 

3.1.1. How he thinks in a natural way 
3.1.2. How he thinks professionally 
3.1.3. Conclusions  

3.2.    The strategic importance of the target 

3.2.1. The essential motivation 
3.2.2. Benefits of knowing the target  
3.2.3. How to analyze target audience data 
3.2.4. Insight in advertising 

3.3.    How to structure the message 

3.3.1. Communication axis 
3.3.2. Concept of Communication 
3.3.3. Transmission scheme 

3.4.    Where to create in communication 

3.4.1. The Name 
3.4.2. Certificate 
3.4.3. The spot 
3.4.4. The radio spot  
3.4.5. Outdoor Advertising  
3.4.6. Others 

3.5.    Art Direction 

3.5.1. How many elements  
3.5.2. Size hierarchy 
3.5.3. Copy?  
3.5.4. Cost savings 
3.5.5. The Brand's Style 
3.5.6. Obviousness 
3.5.7. If it does not contribute, etc  

3.6.    Creative Techniques 

3.6.1. The keys to advertising 
3.6.2. Advertising genres and styles 
3.6.3. Conclusions  

3.7.    How to create advertising 

3.7.1. How to get free publicity 
3.7.2. How to get a brand in the news 
3.7.3. Conclusions  

3.8.    Digital creativity  

3.8.1. Digital creativity 
3.8.2. Digital advertising 
3.8.3. Conclusions 

3.9.    How to create creative ads  

3.9.1. A striking visual concept 
3.9.2. A text that excites 
3.9.3. Surprise 
3.9.4. Types of Creativity 
3.9.5. Test and optimize 

3.10.    The future of creative research 

3.10.1. Artificial Intelligence 
3.10.2. Virtual Reality and Augmented Reality 
3.10.3. Online collaboration 
3.10.4. Data-driven research

Module 4. How to create a brand 

4.1. Psychological Advertising Models 

4.1.1. Henry Joanis' model 
4.1.2. Fishbein model 
4.1.3. Rosser Reeves model 
4.1.4. David Ogilvy model 

4.2. Creative Currents in Advertising 

4.2.1. USP  
4.2.2. Brand image 
4.2.3. Permanent values 
4.2.4. Spectacle advertising 
4.2.5. The transgression of codes 
4.2.6. The attraction of content 
 
4.3. What is the purpose of a brand? 

4.3.1. Utilities 
4.3.2. How a need is created 
4.3.3. Differences between logo and brand 
4.3.4. The origin of trademarks  
4.3.5. Brand Wheel 
4.3.6. Brand Positioning 
4.3.7. When a brand is born 
4.3.8. Brand, the difference 
4.3.9. Creativity is the luxury 

4.4. The logical ladder in brand building 

4.4.1. The Name 
4.4.2. Attributes 
4.4.3. Benefits 
4.4.4. Group 
4.4.5. Spokesperson 
4.4.6. Role Playing 

4.5. The claim and the slogan  

4.5.1. Differences between claim and slogan 
4.5.2. The claim and the slogan as a sales argument 
4.5.3. Claims or slogans to create content 

4.6. Creative Strategy  

4.6.1. The advertising strategy with a creative approach 
4.6.2. How to be creative in the strategy 
4.6.3. Creative strategies used in advertising and marketing 
4.6.4. Differences between marketing strategy and advertising strategy  

4.7. Creative content strategies  

4.7.1. User-Generated Content 
4.7.2. Influencer Marketing 
4.7.3. Interactive Experiences 
4.7.4. A striking visual concept  
4.7.5. Emotional narrative 
4.7.6. Use of new platforms and formats 

4.8. Creativity in media planning 

4.8.1. Media Planning 
4.8.2. Creative media planning 
4.8.3. Examples of surprising media planning 

4.9. Types of advertising content 

4.9.1. Sponsored content 
4.9.2. Linking brands with macro contents 
4.9.3. Creation of Websites Based on Audiovisual Content 
4.9.4. Creating for social networks  
4.9.5. Creating for cell phones 
4.9.6. Create for video games 
4.9.7. Creating interactive content 
4.9.8. Create content directly for brands 

4.10. Current context of brands  

4.10.1. Advertising in the digital environment  
4.10.2. Customer experience  
4.10.3. Conclusions 

Module 5. Branded Content  

5.1. What is branded content? 

5.1.1. How is advertising similar to branded content? 
5.1.2. What is needed to create it 
5.1.3. Typology 
5.1.4. What content will be successful  
5.1.5. Characteristics of viral videos 
5.1.6. Utilities 

5.2. What is Content Marketing?  

5.2.1. Relevant and useful content 
5.2.2. Interactive content 
5.2.3. Storytelling 
5.2.4. Multiplatform, crossmedia and transmedia content  
5.2.5. Added value 
5.2.6. Creativity in social networks 
5.2.7. How to succeed in social networks  
5.2.8. How to make our contents reach  

5.3. Multimedia creativity  

5.3.1. Podcast 
5.3.2. Videocast 
5.3.3. Photosaring 
5.3.4. Presentation platform 
5.3.5. Videos 

5.4. What is an event? 

5.4.1. What Is It? 
5.4.2. Difference between the creativity of an advertisement and that of an event 
5.4.3. The interactivity of an advertisement and the interactivity of an event 

5.5. Why an event is held 

5.5.1. Celebration and entertainment  
5.5.2. Marketing and promotion  
5.5.3. Education and Training 
5.5.4. Networking and connections 
5.5.5. Social responsibility and fundraising 

5.6. How the event idea is created  

5.6.1. How to generate creative ideas 
5.6.2. How to develop a detailed proposal 
5.6.3. Conclusions 

5.7. Where and how to organize an event 

5.7.1. The right event in the right place 
5.7.2. The right budget 
5.7.3. No room for improvisation 
5.7.4. The right food 
5.7.5. What can go wrong at an event. Examples: 
5.7.6. A plan B 

5.8. How to excite in an event 

5.8.1. Surprise in events 
5.8.2. Empathy in events 
5.8.3. Feelings 

5.9. Creativity throughout the organization process 

5.9.1. Creativity in the generation of the idea 
5.9.2. Creativity in the design of the experience 
5.9.3. Creativity in planning and logistics 
5.9.4. Creativity in the design of materials and promotion 
5.9.5. Creativity in the development of interactive and participatory experiences 
5.9.6. Surprises and unexpected elements 
5.9.7. Creativity in entertainment and content 
5.9.8. Creativity in on-the-fly problem-solving 
5.9.9. Creativity even at pick-up time 
5.9.10    Pre-event and post-event creativity   

5.10. Virtual events  

5.10.1. What is a virtual event 
5.10.2. Differences between a virtual event and a face-to-face 
5.10.3. Creativity in virtual events 

Module 6. Digital creativity   

6.1. What is digital creativity?  

6.1.1. Digital technologies to create 
6.1.2. Digital techniques to boost creativity 
6.1.3. Conclusions 

6.2. Differences between digital advertising and digital marketing  

6.2.1. Description of digital marketing 
6.2.2. Description of digital advertising 
6.2.3. Conclusions  

6.3. Creativity in digital advertising  

6.3.1. Banners 
6.3.2. Search Ads  
6.3.3. Video ads 
6.3.4. Native ads 
6.3.5. Social media ads  
6.3.6. Display advertising 
6.3.7. Augmented reality ads 
6.3.8. Email advertisements 

6.4. Creativity in digital marketing 

6.4.1. Content generation 
6.4.2. Relevance and value  
6.4.3. Diversity of formats 
6.4.4. Positioning as an expert 
6.4.5. Frequency and consistency 
6.4.6. Measuring results 

6.5. SEO (Search Engine Optimization) 

6.5.1. Search Engine Optimization  
6.5.2. SEO Metrics  
6.5.3. Conclusions  

6.6. E-mail Marketing  

6.6.1. Promotion of products and services 
6.6.2. News and relevant information 
6.6.3. Follow-up and loyalty 
6.6.4. Automation 

6.7. Social media marketing 

6.7.1. Increased reach and visibility 
6.7.2. Fostering a community 
6.7.3. Creating inspirational content 
6.7.4. Generating leads and conversions 
6.7.5. Collaborations with influencers 
6.7.6. Feedback and improvement 
6.7.7. Branding and authority 

6.8. Affiliate marketing 

6.8.1. Targeting strategies 
6.8.2. Search Tools 
6.8.3. How to apply creativity 
6.8.4. Examples: 

6.9. Influencer Marketing 

6.9.1. Targeting strategies 
6.9.2. Search Tools 
6.9.3. How to apply creativity 
6.9.4. Examples 

6.10. Social media plan 

6.10.1. Structure and basic content 
6.10.2. Creative examples  
6.10.3. Conclusions  

Module 7. Creativity in social networks 

7.1. Creativity in TikTok   

7.1.1. Technical aspects of use  
7.1.2. How to be creative in TikTok  
7.1.3. Examples  

7.2. Creativity in X  

7.2.1. Technical aspects of use  
7.2.2. How to be creative in X 
7.2.3. Examples 

7.3. Creativity on Facebook  

7.3.1. Technical aspects of use 
7.3.2. How to be creative on Facebook 
7.3.3. Examples 

7.4. Creativity on Instagram 

7.4.1. Technical aspects of use 
7.4.2. How to be creative on Instagram 
7.4.3. Examples 

7.5. Creativity on LinkedIn 

7.5.1. Technical aspects of use 
7.5.2. How to be creative on LinkedIn 
7.5.3. Examples

7.6. Creativity on YouTube 

7.6.1. Technical aspects of use 
7.6.2. How to be creative on YouTube 
7.6.3. Examples 

7.7. Creativity on Whatsapp 

7.7.1. Technical aspects of use 
7.7.2. How to be creative in Whatsapp 
7.7.3. Examples 

7.8. Creativity for blogs 

7.8.1. Technical aspects of use 
7.8.2. How to be creative in a blog 
7.8.3. Examples 

7.9. Creativity for newsletters 

7.9.1. Technical aspects of use 
7.9.2. How to be creative in a newsletter 
7.9.3. Examples 

7.10. Creativity in Wikipedia 

7.10.1. Technical aspects of use 
7.10.2. How to be creative on Wikipedia 
7.10.3. Examples

Module 8. Personal branding and political campaigns 

8.1. Personal Brand  

8.1.1. Personal branding wheel 
8.1.2. Creative Personal Brands 
8.1.3. Examples 

8.2. Personal brand development 

8.2.1. Positioning 
8.2.2. Storytelling 
8.2.3. Social media 
8.2.4. Advertising and self-promotion 

8.3. Creative networking strategies  

8.3.1. Events and conferences 
8.3.2. Online groups and communities 
8.3.3. Collaborations 

8.4. Guide to a political campaign  

8.4.1. Candidacy analysis 
8.4.2. Context analysis 
8.4.3. Objectives 

8.5. Candidate training  

8.5.1. Emotional Intelligence 
8.5.2. Social intelligence 
8.5.3. Attitude, aptitude, vision, mistakes 

8.6. Strategy 

8.6.1. Campaign fundamentals 
8.6.2. Achieving objectives 
8.6.3. Schedule 
8.6.4. An accompanying person 

8.7. Brand Identity 

8.7.1. Claim 
8.7.2. Graphic image 
8.7.3. Digital window 
8.7.4. Advertising 

8.8. Human Resources  

8.8.1. Vision  
8.8.2. Roles  
8.8.3. Examples  

8.9. Project model  

8.9.1. Thematic pillars  
8.9.2. Essential motivation  
8.9.3. Examples  

8.10. Mobilization  

8.10.1. Acts  
8.10.2. The tide 
8.10.3. Conclusions  

Module 9. Applied advertising creativityCreative Publicist  

9.1. The Metaverse 

9.1.1. What Is It?  
9.1.2. What creative opportunities it offers  
9.1.3. Examples 

9.2. Metaverse companies 

9.2.1. Metaverse customers 
9.2.2. NFTs 
9.2.3. Business sectors 
9.2.4. Working in the metaverse 
9.2.5. Blockchain and metaverse 

9.3. The leap to the metaverse 

9.3.1. Digital humanization 
9.3.2. Avatarization 
9.3.3. The Future  

9.4. Artificial intelligence and generation of content for the metaverse 

9.4.1. AI 
9.4.2. Contents 
9.4.3. Texts 
9.4.4. The audios 
9.4.5. Images 
9.4.6. The world of work

9.5. Let's imagine the era of the metaverse and artificial intelligence 

9.5.1. What creative opportunities it offers 
9.5.2. Examples 
9.5.3. Conclusions  

9.6. Trademark monopoly 

9.6.1. A single metaverse 
9.6.2. Trademark distribution chains  
9.6.3. The consumer shareholder  

9.7. How will creatives work in this new era? 

9.7.1. Skills 
9.7.2. Attitudes 
9.7.3. Conclusions  

9.8. Creative opportunities metaverse 

9.8.1. Immersive Experiences 
9.8.2. Brand Avatars 
9.8.3. Virtual Events 
9.8.4. Personalization 
9.8.5. Creative collaborations 
9.8.6. Augmented Reality 
9.8.7. Native Advertising 
9.8.8. Constant Innovation 

9.9. Creative opportunities IA 

9.9.1. Personalized Content Generation  
9.9.2. Marketing Campaign Optimization  
9.9.3. Design and Creation of Images and Videos  
9.9.4. Augmented Reality (AR) and Virtual Reality (VR)  
9.9.5. Generative Music and Art 
9.9.6. Automation of Creative Processes  
9.9.7. Value Links 

9.10. Neuroscience 

9.10.1. Cognitive neuroscience  
9.10.2. Neuromarketing  
9.10.3. Emotional neuroscience   

Module 10. Competencies of an advertising creative  

10.1. Professions  

10.1.1. Professions related to marketing 
10.1.2. Professions related to advertising  
10.1.3. Examples  

10.2. How to spot talent 

10.2.1. Skills related to advertising creativity  
10.2.2. Activities related to advertising creativity  
10.2.3. Examples  

10.3. How to get a job in advertising creativity 

10.3.1. How to apply for a job in a creative way 
10.3.2. How to build a brand that will guarantee you job stability 
10.3.3. How to face a period of unemployment  
10.3.4. How to adapt to changes in the industry 

10.4. How to act in the workplace  

10.4.1. When you are successful 
10.4.2. When you fail  
10.4.3. How to integrate  

10.5. How to act when your brand loses credibility in the industry  

10.5.1. Repositioning the brand 
10.5.2. Reactivate the brand  
10.5.3. Examples  

10.6. Trajectories of creative people who have become references 

10.6.1. Marketing creatives 
10.6.2. Advertising creatives 
10.6.3. Examples  

10.7. Reference companies' track records 

10.7.1. Companies and marketing departments 
10.7.2. Advertising companies 
10.7.3. Examples  

10.8. How to succeed 

10.8.1. What is success 
10.8.2. Think well and you will be right  
10.8.3. Examples  

10.9. How is the life of the creative 

10.9.1. At Work 
10.9.2. Outside of work 
10.9.3. Conclusions  

10.10. How to enjoy the .mcreative profession  

10.10.1. Passion for creativity  
10.10.2. Managing stress and creative block  
10.10.3. Cultivating personal creativity 

Learn how to get the most out of social networks and create advertising strategies adapted to new digital environments"