Universitat Internacional de Catalunya
AI in Advertising II
Other languages of instruction: English, Spanish,
Teaching staff
Introduction
The "Introduction to Artificial Intelligence" course offers a practical and multidisciplinary exploration of this field, aimed at students with no prior technical knowledge. With a focus on gaining a deep understanding of AI and the ability to communicate with experts, the course covers the history, opportunities, and challenges of AI, as well as its applications in digital transformation and data science. The transversal nature of this course makes it suitable for undergraduate students from any field of study. The course is designed to provide both the most innovative tools and a general understanding of the basic principles of AI, its concrete applications in various fields, and the ethical challenges it poses.
By the end of the academic program, participants will be equipped to anticipate the changes that AI technologies will bring to their environment, as well as understand how to react appropriately, capitalizing on these technologies for their benefit. The course will also address the regulatory and ethical challenges surrounding AI technologies, enabling participants to assess their relevance in the context of their respective fields.
Pre-course requirements
It is not necessary to have taken Applied AI in Advertising I.
Objectives
To train students in the use of Artificial Intelligence tools applied to the creation of advertising products and the implementation of multimedia advertising campaigns, with a focus on innovation, creativity, and interactive experiences.
Competences/Learning outcomes of the degree programme
- CN01 - Explain the foundations of classical and contemporary culture in order to interpret current communication trends and phenomena.
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
Learning outcomes of the subject
Students will be able to:
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To apply theoretical and practical knowledge acquired in elective courses to solve specific problems in the fields of advertising and public relations, adapting to different professional contexts.
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To carry out creative projects in specific areas of the degree programme, optimising technical, material and time resources, and using advanced digital tools.
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To analyse relevant data obtained from various sources in order to make well-founded and critical judgements about current communication phenomena.
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To effectively manage an organisation’s strategic communication by integrating innovative techniques and adhering to ethical and professional principles.
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To identify and apply specialised knowledge in specific areas of the degree programme, such as graphic design, audiovisual storytelling or digital marketing, in order to develop creative and innovative solutions.
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To collaborate in multidisciplinary teams to carry out projects related to elective courses, demonstrating interpersonal skills and leadership.
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To evaluate practical cases in the advertising and public relations sectors, proposing strategies based on current trends and technological tools such as artificial intelligence.
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To adapt to changing work environments by acquiring specific skills developed through elective courses, demonstrating autonomy and critical thinking.
Syllabus
- Generative AI Applied to Advertising
- Advertising Research and Strategy with AI
- AI-Assisted Creativity and Ideation
- AI-Generated Advertising Content
- AI Applied to Multimedia Campaign Development
- AI, Brands and Digital Communication
- Ethics, Rights and Responsible Use of AI in Advertising
- Audiovisual Creation with AI
Evaluation systems and criteria
In person
This course focuses on practical and innovative aspects of learning artificial intelligence. Therefore, knowledge will be acquired progressively.
Since assessment is continuous and based on assignments rather than a written exam, all submissions must be uploaded to the Moodle platform within the established deadlines for each task, in order to be counted as completed (some tasks must also be presented in class in front of classmates). Submissions cannot be sent by email, uploaded on behalf of another student (even for group work), or submitted after the deadline.
Assessment Breakdown:
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Individual practical tasks: 30%
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In-class exercises (group topic): 20%
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Final group project or portfolio and presentation. Teams of 2 people (maximum 3). The tools used must be explained, including the reasoning behind choosing those tools over others: 50%
Bibliography and resources
- OpenAI Academy / ChatGPT
- Adobe Firefly
- Google Gemini
- Canva
- Runway
- Meta AI