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.
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