The content of this Postgraduate certificate in Advertising Creativity has been developed taking into account the needs of the student to succeed in the creative process in the advertising sector. In this way, the professionals exploit their potential, following the latest trends and developing the capabilities of a creative role. They will master the key aspects to carry out these functions in different formats and for different media, through quality content structured in two modules that will take their learning to the highest level. 

You will develop the skills to take on a creative role, increasing your chances of advancement and positioning your advertising strategies above the rest” 

Syllabus

The Postgraduate certificate in Advertising Creativity of TECH Global University is an intensive program that prepares the students in the field of advertising graphic design and art direction so that they can continue to improve their skills as creative communicators. 

Through this complete Postgraduate certificate, the student will acquire the necessary knowledge to advance in this professional field, favoring the development of managerial competencies that will allow him/her to make decisions in uncertain and competitive environments, facing the business challenges that the scenario presents. 

Throughout 300 hours of preparation, the student will analyze a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations, which will position the professional's profile. 

As such, the Postgraduate certificate focuses on two fundamental aspects of creativity applied to advertising: copywriting and art direction, through a curriculum designed to specialize professionals in the business environment and orient them towards this sector from a strategic, international and innovative perspective. 

For all these reasons, this program is designed for students, focused on their professional improvement, preparing them to achieve excellence in a field focused on results that requires high doses of imagination, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to develop successfully in this environment. 

This Postgraduate certificate takes place over 2 month and is divided into 2 modules:  

Module 1. Advertising Creativity I: Copywriting
Module 2. Advertising Creativity II: Art Direction

Where, When and How is it Taught?

TECH offers the possibility of developing this Postgraduate certificate in Advertising Creativity completely online. Over the course of 2 months, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Advertising Creativity I: Copywriting

1.1. Writing Concept    

1.1.1. Writing and Editing  
1.1.2. Copywriting and Thought  
1.1.3. Copywriting and Order

1.2. Fundamentals of Advertising Copywriting

1.2.1. Correction  
1.2.2. Adaptation  
1.2.3. Efficiency

1.3. Characteristics of Copywriting  

1.3.1. Nominalization  
1.3.2. Destructuring  
1.3.3. Expressive Concentration 

1.4. Text and Image  

1.4.1. From Text to Image  
1.4.2. Text Functions  
1.4.3. Image Functions  
1.4.4. Relationship Between Text and Imaging  

1.5. Brand and Slogan  

1.5.1. The Brand  
1.5.2. Brand Characteristics  
1.5.3. The Slogan

1.6. Direct Advertising

1.6.1. The Brochure  
1.6.2. The Catalogue  
1.6.3. Other Annexes

1.7. Press Advertising: The Large Format Advertisement    

1.7.1. Newspapers and Magazines  
1.7.2. Superstructure  
1.7.3. Formal Characteristics  
1.7.4. Editorial Characteristics 

1.8. Press Advertising: Other Formats  

1.8.1. Word Advertisements  
1.8.2. Superstructure  
1.8.3. The Claim  
1.8.4. Superstructure  

1.9.   Outdoor Advertising  

1.9.1. Formats  
1.9.2. Formal Characteristics  
1.9.3. Editorial Characteristics

1.10. Radio Advertising

1.10.1. Radio Language  
1.10.2. The Radio Spot  
1.10.3. Superstructure 
1.10.4. Wedge Types  
1.10.5. Formal Characteristics  

1.11. Audiovisual Advertising   

1.11.1. The Image  
1.11.2. The Text  
1.11.3. Music and Sound Effects   
1.11.4. Advertising Formats  
1.11.5. The Script  
1.11.6. The Storyboard

Module 2. Corporate Identity

2.1. The Importance of Image in Businesses

2.1.1. What is Corporate Image?  
2.1.2. Differences between Corporate Identity and Corporate Image  
2.1.3. Where can the Corporate Image be Manifested?
2.1.4.  Corporate Image Change Situations. Why Achieve a Good Corporate Image?

2.2. Research Techniques in Corporate Image  

2.2.1. Introduction 
2.2.2. The Study of the Company's Image
2.2.3. Corporate Image Research Techniques
2.2.4. Qualitative Image Study Techniques
2.2.5. Types of Quantitative Techniques

2.3. Image Audit and Strategy

2.3.1. What is Image Audit?   
2.3.2. Guidelines  
2.3.3. Audit Methodology
2.3.4. Strategic Planning

2.4. Corporate Culture

2.4.1. What is Corporate Culture?  
2.4.2. Factors Involved in Corporate Culture
2.4.3. Functions of Corporate Culture
2.4.4. Types of Corporate Culture

2.5. Corporate Social Responsibility and Corporate Reputation

2.5.1. CSR: Concept and Application of the Company 
2.5.2. Guidelines for Integrating CSR into Businesses
2.5.3. CSR Communication
2.5.4.  Corporate Reputation

2.6. Corporate Visual Identity and Naming

2.6.1. Corporate Visual Identity Strategies
2.6.2. Basic Elements  
2.6.3. Basic Principles
2.6.4.  Preparation of the Manual
2.6.5. The Naming 

2.7. Brand Image and Positioning

2.7.1. The Origins of Trademarks
2.7.2. What is a Brand?
2.7.3. The Need to Build a Brand
2.7.4. Brand Image and Positioning
2.7.5. The Value of Brands

2.8. Image Management through Crisis Communication

2.8.1. Strategic Communication Plan
2.8.2. When it all Goes Wrong: Crisis Communication 
2.8.3. Cases

2.9. The Influence of Promotions on Corporate Image

2.9.1. The New Advertising Industry Landscape
2.9.2. Promotional Marketing 
2.9.3. Features
2.9.4. Dangers
2.9.5. Promotional Types and Techniques

2.10. Distribution and Image of the Point of Sale 

2.10.1. The Main Players in Commercial Distribution  
2.10.2. The Image of Retail Distribution Companies through Positioning 
2.10.3. Through its Name and Logo

Get into the functions of an art director with TECH and you will become a successful one, developing yourself as an expert in just two months" 

The Postgraduate certificate in Advertising Creativity is designed to guide the student towards the achievement of the following proposed objectives, to improve their skills and expand their knowledge in the creative process that generates the advertising idea. In this way, you will create advertising messages that increase the results sought by the company, all this using the latest digital tools. As a result, after completing the program, the professional will be able to make the right decisions with a global approach in this sector, from an innovative perspective and an international vision that successfully transmits the values of the company. 

You will master the elements, forms and processes of advertising languages and other forms of persuasive communication to achieve a top ten campaign" 

TECH makes the goals of their students their own goals too.
We work together in order to achieve them. 

El Postgraduate certificate in Advertising Creativity will enable students to: 

1. Know how to use information and communication technologies and techniques in the different combined and interactive media or media systems
2. Recognize the elements, forms and processes of advertising languages and other forms of persuasive communication
3. Recognize significant and appropriate tools for the study of advertising and public relations
4. Know how to analyze the elements that make up the advertising message: graphic elements, audiovisual elements and musical and sound elements
5. Assume the role of a creative editor within an advertising agency or advertising department in a company or institution
6. Have the ability to carry out the role of a creative editor within an advertising agency or advertising department in a company or institution
7. Understand the nature and communicative potential of images and graphic design
8. Know the creative advertising process
9. Prepare advertising pieces in due time and form according to the specifications of the different advertising and public relations genres
10. Have the ability to perform the professional role of art director within an advertising agency or an advertising department of a company or institution
11. Participate in the creation of audiovisual advertising
12. Encourage creativity and persuasion through different formats and communication media