Universitat Internacional de Catalunya
Creativity, Innovation and New Advertising Formats
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
Creativity, Innovation and New Advertising Formats is a compulsory course designed to keep students up to date with the latest trends and most innovative approaches in advertising. Drawing on outstanding campaigns, emerging trends and best practices as references, the course fosters disruptive thinking through creative workshops and hands-on classroom activities.
Pre-course requirements
No.
Objectives
- To recognise the sociological and technological context from which non-conventional forms of advertising emerge.
- To identify new trends in the advertising field.
- To develop the ability to create messages for non-conventional advertising media.
- To demonstrate aesthetic sensibility and personal style in the creation of texts and audiovisual pieces.
- To acquire a disruptive mindset for devising original communication actions.
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.
- 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.
- CN04 - Critically analyse political, social and historical events, as well as national and international institutions.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP03 - Apply ethical and professional standards in advertising and public relations practice, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP11 - Apply the principal methodologies of scientific research to the field of advertising and public relations.
- HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
Learning outcomes of the subject
Students will be able to:
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To develop a nuanced understanding of contemporary societies by identifying shared cultural expressions in a globalised world, cultural differences and influences between different social groups.
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To keep up to date with innovation and new technologies in order to identify trends.
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To understand human beings through philosophical thought and the different ways in which people communicate and organise society on the basis of moral principles.
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To explore the psychological processes, both cognitive and sociological, that drive human behaviour, and apply this knowledge to professional practice in advertising and public relations.
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To identify artistic avant-garde movements, the historical evolution of aesthetic judgements and their influence on human communication.
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To identify the legal and institutional framework governing their future professional activity, including regulations on intellectual property and consumer rights.
Syllabus
- From the advertising crisis to brand placement and branded content.
- Advertising innovation across media: disruptive proposals in today’s communication landscape.
- New advertising formats.
- Who is the new consumer? The brand experience.
- Who is the new advertising professional?
Bibliography and resources
Cornwell, B. (Ed.). (2025). Sponsorship in marketing: Effective partnerships in sports, arts, and events (3rd ed.). Routledge
Galician, M.-L. (Ed.). (2004). Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. Routledge
Martín-Casado, T.-G., & Vázquez Gestal, M. (2024). Cómo hacer estrategias creativas en publicidad: Contenidos para medios del siglo XXI. En F. García García, V. Tur-Viñes, L. Rodrigo Martín & M.-de Miguel Zamora (Coords.), Creatividad en la narrativa publicitaria: Estrategia, contenidos y discursos (pp. 143-162). Dykinson
Méndiz Noguero, A. (2007). Nuevas formas publicitarias: Patrocinio, product placement, publicidad en Internet (3ª ed.). Servicio de Publicaciones y Divulgación Científica de la Universidad de Málaga