Universitat Internacional de Catalunya

Inglés Profesional para Comunicación I

Inglés Profesional para Comunicación I
Primer semestre
Professional english for audiovisual communication
Lengua de impartición principal: inglés



Professional English for Audiovisual Communication I is a four credits course. It will be taught during the first semester of the Audiovisual Communication course (students of 4th year).

Brands audiovisual communication is not focused on advertising anymore. Today, brands are content creators trying to use audiovisual content to establish conversations with their consumers in order to create an emotional bond with them. In this new environment, the role of audiovisual creators is key.

In the digital world, video has become the most widely used communication format, and today online video represent 82% of all internet traffic. And usually, these videos are produced and communicated in English, by large the most used language in social networks and global media. Therefore, this subject aims to facilitate the knowledge of two complementary languages: The "audiovisual" language used by brands to communicate their messages and English, as the main language of the advertising world.

Requisitos previos

The entire subject will be taught in English, so it is necessary to understand the language to follow the classes and be able to work with the different materials that will be shared during the sessions.


The main objective is to familiarize students with the processes of audiovisual branded content from the previous development of ideas to their subsequent production.

These processes will be developed in English to help students acquire the vocabulary of a global sector in which internationalization is part of the daily activities of advertising agencies, branded content creators, and production houses.


  • 01 - Capacidad de adaptación a circunstancias variables
  • 02 - Capacidad de comprensión, aceptación de críticas y corrección de errores
  • 03 - Capacidad para administrar y gestionar recursos humanos y técnicos
  • 04 - Capacidad para trabajar en equipo y autónomamente
  • 05 - Capacidad para organizar tiempo y espacio
  • 06 - Capacidad de desarrollar rigor académico, responsabilidad, ética y profesionalidad
  • 07 - Capacidad para aplicar la deontología y el respeto por el gremio audiovisual
  • 08 - Capacidad de análisis crítico, síntesis, concreción y abstracción
  • 09 - Capacidad para objetivar y cuantificar e interpretar (datos, estadísticas, empiría…)
  • 10 - Capacidad para afrontar dificultades y resolver problemas
  • 11 - Capacidad para generar debate y reflexión
  • 12 - Capacidad de cumplir con los plazos previstos, desarrollar la puntualidad y el respeto por los recursos humanos, técnicos y material
  • 13 - Capacidad de crear comunicación oral y escrita
  • 19 - Capacidad de documentación informativa
  • 21 - Conocimiento y dominio de la cultura digital
  • 24 - Capacidad de planificación y organización de proyectos a corto y largo plazo
  • 25 - Capacidad de potenciar al máximo el desarrollo creativo
  • 26 - Capacidad de desarrollar sentido del gusto y la perfección en el acabado final y estética de los proyectos
  • 50 - Capacidad para adaptarse, entender y aplicar las posibilidades expresivas de las nuevas tecnologías y sus cambios futuros
  • 53 - Capacidad lingüística en catalán, castellano e inglés
  • 54 - Capacidad de manejar con habilidad la bibliografía, terminología y estructuras lingüísticas de la lengua inglesa relacionadas con el ámbito de la Comunicación.

Resultados de aprendizaje

At the end of the course, 4th year students will be able to prove the following learning benefits:

• The importance of audiovisual formats for brands.
• The importance of working without frontiers. The world is our labor market.
• The key phases of the creative process, from research and strategy to the execution of the creative piece.
• The different audiovisual formats used in current advertising.
• Have tools that allow access to the labor market, both in advertising agencies, as well as production houses, in-house departments, etc.
• Knowledge of the vocabulary of the sector.


The content of the subject is both theoretical and practical to help students understand key concepts of content creation and the creative process. Practical exercises will help them to integrate and assimilate theory.

01. Introduction: Explain the purpose and structure of the subject:
All brands communicate. Engagement: How to get it through content. How brands use content to define their DNA and their TONE OF VOICE and why some brands are becoming direct producers of content.

02. Brands in 2022: Brand DNA. Brand territory. Consumer personas. Brand purpose.

03. Branded Content I: Definition. What is Branded Content? What is its purpose? Examples and cases of success.

04. Branded content II: Branded Content in social networks. Tik Tok, Instagram, Facebook ... Examples and best cases. How to succeed in content creation for a social network. Segmentation by targets.

05. The creative process. Creativity: Resources for creative people: Brainstorming, random words, analogies ... How to make the idea fit into the concept. Storytelling, key visual and other creative resources.

06. Storytelling: Importance of storytelling in the construction of an audiovisual piece. Tips and guides on building our storytelling.

07. CREATIVE WORKSHOP: Shoot pieces for social networks from a brief. Value the ideas shot in class.

08. Persuasion: 50% of the success of an idea depends on the presentation. You only have one chance. How to "sell" an idea. Sales techniques. Presentation techniques, etc.

09. Presentation of creativities: Students will present ideas about a previously given brief. The presentation will be done in front of the class.

10. The preliminary phase of the audiovisual creative piece: Script, storyboard, animatic, video mock-up ...

11. The processing of realization: Dossier of production. Why it’s done, how it is made, what it should contain. PPM: What is it, who attends… The filming. Examples.

12. Shooting: Shooting of the pieces developed by the students in the previous weeks.

13. Offline and online: The different steps of postproduction. Which professionals are involved in each stage?

14. The future of audiovisual advertising: Advertising pieces in 3D. Mapping. VR. Augmented reality, Brand Activism… 

Metodología y actividades formativas

Modalidad totalmente presencial en el aula

Clases Magistrales. En las clases magistrales, el profesor, no sólo transmite contenidos o conocimientos, sino también, y sobre todo, actitudes, motivación, aptitudes, valores, etc. También facilita que los asistentes puedan manifestar sus opiniones y sus argumentos frente al resto de estudiantes.
Seminari. Esta actividad que consistirá en profundizar monográficamente en temáticas específicas, de especial actualidad –en algunos casos, socialmente debatidas–, mediante trabajo activo en grupos reducidos.
Taller. Espacio de trabajo eminentemente práctico, en el que se adquieren competencias pertenecientes a materias prácticas o también teóricas (capacidades intelectuales, lógicas, críticas, de aprendizaje intelectual, estudio, citación, etc.).

Sistemas y criterios de evaluación

Modalidad totalmente presencial en el aula

There will not be an exam. Final grading will be based on:
  • Exercises performed in class and participation. (30% of the final grading)
  • Group project (70% of the final grading)
Class Students under 80% of assistance won't be able to obtain the grade and will go on 2nd call. 
The students who fail the subject will need to deliver an individual work developing some of the aspects explained in the subject.     Spelling mistakes and specially plagiarism will be strictly observed. 

Bibliografía y recursos

  • De Bono, Edward. (2016) Lateral Thinking. A textbook of creativity.
  • Ogilvy, David. (2011) Confessions of an advertising man.
  • Walter, Ekaterina. (2014) The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.
  • Judkins Rod. (2016) The Art of Creative Thinking.