Strengthen your professional future as a creative with this Master's Degree and revolutionize the advertising market with the best strategies” 

Being creative in a world where it is believed that everything has been invented is, without a doubt, one of the most complicated challenges to take on. As a result, the advertising profession is facing a complex era in which multidisciplinary and multiplatform thinking is highly valued. Thus, every year, events such as the Super Bowl push the boundaries of imagination, intermingling styles, media and concepts to achieve a clear objective: to capture the attention of an audience that is increasingly subjected to more and more stimuli in their daily lives. It is, therefore, a field in constant evolution that seeks to surprise and connect by going beyond the limits of what is known. 

Likewise, TECH and its team of experts have considered it necessary to develop a program that will serve as a guide for its professionals, bringing together the most effective and innovative advertising concepts in an academic experience of the highest level. Thus arises the present program, a complete and flexible degree designed by the best specialists, which combines, in 1,500 hours of the best theoretical, practical and additional content, all the information necessary to master, in less than 12 months, creativity from multiple perspectives and through the comprehensive management of the most complex and effective digital tools. 

A unique opportunity to raise your level by the hand of the best, and with an experience that promises multidisciplinarity through the inclusion of the best material: images, detailed videos, research articles, news, self-knowledge questionnaires, summaries, diagrams and much more. All this compacted in a convenient 100% online format, without schedules or face-to-face classes, providing an academic experience completely adapted to the demand and needs of the graduate. In addition, the entire content can be downloaded to any device with an internet connection. Thus, TECH guarantees a course of the highest level that will enhance the skills of the advertising creative from a comfortable, innovative and revolutionary perspective. 

A program that will propose creative challenges to help you develop the necessary skills to succeed as an advertiser”    

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

• Case studies presented by experts in Advertising and Marketing Communications
• The graphic, schematic and practical contents of the book provide technical and practical information on those disciplines that are essential for professional practice
• Practical exercises where self-assessment can be used to improve learning 
• Its special emphasis on innovative methodologies  
• 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

The program includes the best recommendations to create from scratch and overcome the most famous campaigns in the history of advertising” 

The program’s teaching staff includes professionals from sector who contribute their work experience to this educational program, as well as renowned specialists from leading societies and prestigious universities.  

Its multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive education programmed to learn in real situations. 

The design of this program focuses on Problem-Based Learning, by means of which the professional must try to solve the different professional practice situations that are presented throughout the academic course. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.  

You will master the main creative software in less than 12 months”

You will become a creative leader with innovative ideas"

This program in Advertising Creativity consists of 1,500 hours of the best theoretical, practical and additional content. In addition, the syllabus has been developed based on the based on the prestigious and effective Relearning methodology, which consists of the reiteration of the most important concepts throughout each module. This promotes a natural and progressive learning process, guaranteeing, also, a more effective fixation of concepts. All this, added to its 100% online format, makes this academic experience a unique opportunity to raise the talent of graduates in a convenient, flexible and highly capacitating way in less than 12 months. 

Thanks to TECH curriculum you will excel in a constantly evolving advertising industry”

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...), colleagues, agency managers, artificial intelligence
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-creativeTypes of 

1.6.1. Innovative, generic, imitations..
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..

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 references 

10.6.1. Marketing creatives 
10.6.2. Advertising creatives 
10.6.3. Examples

10.7. Reference companies' trajectories 

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 creative profession  

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

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences"