University certificate
The world's largest school of business”
Description
Understand and apply the basic concepts and theoretical models of human communication, as well as the role it plays in the psychological processes of advertising and public relations and position yourself as an expert in your company"
Why Study at TECH?
TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills education.
TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"
At TECH Global University
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Innovation |
The university offers an online learning model that balances the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.
"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.
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The Highest Standards |
Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...
95% of TECH students successfully complete their studies.
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Networking |
Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.
100,000+ executives prepared each year, 200+ different nationalities.
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Empowerment |
Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.
500+ collaborative agreements with leading companies.
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Talent |
This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision.
After completing this program, TECH helps students show the world their talent.
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Multicultural Context |
While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea.
TECH students represent more than 200 different nationalities.
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Learn with the best |
In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world.
Teachers representing 20 different nationalities.
TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:
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Analysis |
TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.
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Academic Excellence |
TECH offers students the best online learning methodology. The university combines the Relearning method (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational itinerary.
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Economy of Scale |
TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.
At TECH, you will have access to the most rigorous and up-to-date case analyses in academia”
Syllabus
The program of the Professional master’s degree in Multimedia Communication is tailored to the student and the real demands of the professional market. Its 100% online mode is the best option to develop the ability to adequately contextualize media systems and establish the concepts that will govern the creation of a brand identity. In this way, 12 months of learning can be completed in a unique and stimulating way, following practical examples and the guidance of a teaching staff specialized in this field.
Defines the framework of action of large media groups and their concentration processes and masters the management of a business project"
Syllabus
Corporate identity can be understood as the personality of a human being. The way someone behaves, dresses, acts, walks and even the way they speak is what differentiates one person from another. The same is true in the business world, although in a slightly more complex way. For this reason, specialists identify two fields of action, one that refers to "what is seen", understood as all those symbols, logos, typographies, colors, among others, that allow a brand to be quickly identified.
Secondly, the organizational aspect is taken into account. Here, the company's behavior is taken into account, especially in the way it chooses to present itself to the public. In other words, it is the set of attributes that a company chooses as "its own" and that differentiate it from others. Some organizations choose to reflect youth, sophistication and good treatment of their employees, while others choose elegance and good taste when it comes to transmitting their values.
Understanding each of these aspects can mean the success of an organization both externally and internally. For this reason, this Professional master’s degree in Multimedia Communication offers a complete overview of the knowledge necessary to carry out an adequate advertising communication using the latest digital tools.
Throughout 1,500 hours of learning, the student will analyze a multitude of case studies through individual and team work. Students will be able to learn about the fields of advertising and public relations involved in organizational processes and structures.
Students will also be motivated to improve their expression skills in order to communicate in a more fluent and correct oral and written manner. Knowing how to take advantage at all times of the linguistic and literary resources that best suit the brand to be managed. In this way, the program is focused on the current demands of this sector and will prepare graduates to face the challenges of managing a department in this field.
This Professional master’s degree takes place over 12 months and is divided into 10 modules:
Module 1. Structure of the Communication
Module 2. Social Communication Theory
Module 3. Technology and Information and Knowledge Management
Module 4. Fundamentals of Communication in the Digital Environment
Module 5. Written Communication
Module 6. Television Communication
Module 7. Radio Communication
Module 8. Creativity in Communication
Module 9. Corporate Identity
Module 10. The Fundamentals of Graphic Design
Where, When and How is it Taught?
TECH offers the possibility of developing this Professional master’s degree in Multimedia Communication completely online. Throughout the 12 months of the educational program, 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. Structure of Communication
1.1. Theory, Concept and Method of the Communication Structure
1.1.1. Introduction
1.1.2. Autonomy of the Discipline and Relationships with other Subjects
1.1.3. The Structuralist Method
1.1.4. Definition and Purpose of the Communication Structure
1.1.5. Guide to the Analysis of Communication Structure
1.2. New International Communication Order
1.2.1. Introduction
1.2.2. State Control: Monopolies
1.2.3. Communication Marketing
1.2.4. Cultural Dimension of Communication
1.3. Major Information Agencies
1.3.1. Introduction
1.3.2. What is an Information Agency?
1.3.3. News and Information
1.3.4. Before the Internet
1.3.5. News Agencies Can Be Seen Thanks to the Internet
1.3.6. The World's Major Agencies
1.4. The Advertising Industry and its Relationship with the Media System
1.4.1. Introduction
1.4.2. Advertising Industry
1.4.3. The Need of Advertising for the Media
1.4.4. La Structure of the Advertising Industry
1.4.5. The Media and its Relationship with the Advertising Industry
1.5. Cinema and the Culture and Leisure Market
1.5.1. Introduction
1.5.2. The Complex Nature of Cinema
1.5.3. The Origin of the Industry
1.5.4. Hollywood, the Film Capital of the World
1.6. Political Power and the Media
1.6.1. Introduction
1.6.2. Influence of the Media in the Empowerment of Society
1.6.3. Media and Political Power
1.7. Media Concentration
1.7.1. Introduction
1.7.2. Media Concentration
1.8. Media System in Latin America and the Digitization of Journalism
1.8.1. Introduction
1.8.2. Historical Approach
1.8.3. Bipolarity of the Latin American Media System
1.8.4. U.S. Hispanic Media
1.9. Digitalization and the Future of Journalism
1.9.1. Introduction
1.9.2. Digitalization and the New Media Structure
1.9.3. The Structure of Communication in Democratic Countries
Module 2. Social Communication Theory
2.1. The Art of Communicating
2.1.1. Introduction: Te Study of Communication as a Social Science
2.1.2. Knowledge
2.1.2.1. Sources of Knowledge
2.1.3. The Scientific Method
2.1.3.1. The Deductive Method
2.1.3.2. Inductive Method
2.1.3.3. Hypothetico-Deductive Method
2.1.4. Common Concepts in Scientific Research
2.1.4.1. Dependent and Independent Variables
2.1.4.2. Hypotheses
2.1.4.3. Operationalization
2.1.4.4. The Law or Theory of Hedging
2.2. Elements of Communication
2.2.1. Introduction
2.2.2. Elements of Communication
2.2.3. Empirical Research
2.2.3.1. Basic Research Vs. Applied Research
2.2.3.2. Research Paradigms
2.2.3.3. Values in Research
2.2.3.4. The Unit of Analysis
2.2.3.5. Cross-Sectional and Longitudinal Studies
2.2.4. Define Communication
2.3. Trends in Social Communication Research
2.3.1. Introduction. Communication in the Ancient World
2.3.2. Communication Theorists
2.3.2.1. Greece:
2.3.2.2. The Sophists, Early Communication Theorists
2.3.2.3. Aristotelian Rhetoric
2.3.2.4. Cicero and the Canons of Rhetoric
2.3.2.5. Quintilian: The Oratorical Institution
2.3.3. The Modern Period: The Theory of Argumentation
2.3.3.1. Anti-Retoricist Humanism
2.3.3.2. Communication in Baroque
2.3.3.3. From the Enlightenment to Mass Society
2.3.4. The 20th Century: The Rhetoric of the Mass Media
2.3.4.1. Media Communication
2.4. Communicative Behavior
2.4.1. Introduction: the Communicative Process
2.4.2. Communicative Behavior
2.4.2.1. Animal Ethology and the Study of Human Communication
2.4.2.2. The Biological Background of Communication
2.4.2.3. Intrapersonal Communication
2.4.2.4. Patterns of Communicative Behavior
2.4.3. The Study of Nonverbal Communicative Behavior
2.4.3.1. The Movement of the Body as a Pattern of Communicative Action
2.4.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements.
2.5. The Communicative Transaction
2.5.1. Introduction: The Communicative Transaction
2.5.2. Transactional Analysis
2.5.2.1. The I-Child
2.5.2.2. The Father-Self
2.5.2.3. The Adult-Self
2.5.3. Classification of Transactions
2.6. Online Reputation
2.6.1. Introduction
2.6.2. Identity, Self-Concept and Communication
2.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities
2.6.2.2. The Strategy of Negative Emotions
2.6.2.3. The Strategy of Positive Emotions
2.6.2.4. The Strategy to Induce Emotions in Others
2.6.2.5. The Mutual Commitment Strategy
2.6.2.6. The Strategy of Pity or Understanding
2.6.3. The Presentation of Oneself in Everyday Rituals
2.6.3.1. Symbolic Interactionism
2.6.4. Constructivism
2.6.5. Self-Concept Motivated to Interact
2.6.5.1. The Theory of Reasoned Action
2.6.6. Conversational Pragmatics
2.7. Communication in Groups and Organizations
2.7.1. Introduction: the Communicative Process
2.7.2. Communicative Behavior
2.7.2.1. Animal Ethology and the Study of Human Communication
2.7.2.2. The Biological Background of Communication
2.7.2.3. Intrapersonal Communication
2.7.2.4. Patterns of Communicative Behavior
2.7.3. The Study of Nonverbal Communicative Behavior
2.7.3.1. The Movement of the Body as a Pattern of Communicative Action
2.7.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements
2.8. Media Communication I
2.8.1. Introduction
2.8.2. Media Communication
2.8.3. Characteristics of the Media and its Messages
2.8.3.1. The Mass Media
2.8.3.2. Media Functions
2.8.4. The Powerful Effects of the Mass Media
2.8.4.1. The Media Tell us What to Think and What not to Think
2.9. Media Communication II
2.9.1. Introduction
2.9.2. The Hypodermic Theory
2.9.3. The Limited Effects of the Media
2.9.4. The Uses and Gratifications of Mass Communications
2.9.4.1. Theory of Uses and Gratifications
2.9.4.2. Origins and Principles
2.9.4.3. Objectives of the Theory of Uses and Gratifications
2.9.4.4. Expectations Theory
2.10. Media Communication III
2.10.1. Introduction
2.10.2. Computerized Communication and Virtual Reality
2.10.2.1. Computer-Mediated Communication: the Problem of its Theoretical Integration
2.10.2.2. Definitions of Computerized Communication
2.10.3. Evolution of the Theory of Uses and Gratifications
2.10.3.1. Reinforcements of Media Dependency Theory
2.10.4. Virtual Reality as an Emerging Object of Study
2.10.4.1. Psychological Immersion of the User
2.10.5. Telepresence
Module 3. Information and Knowledge Technology and Management
3.1. New Communication Tendencies
3.1.1. Introduction to Computer Science
3.1.2. What is a Computer?
3.1.2.1. Elements of a Computer
3.1.3. The Files
3.1.3.1. File Compression
3.1.4. Representation and Information Measurement
3.1.5. Distance Learning
3.1.6. Basic Rules of Online Communication
3.1.7. How to Download Information from the Internet?
3.1.7.1. Saving an Image
3.1.8. The Forums as a Place of Interaction
3.2. The Design and Use of Virtual Classrooms for Distance Learning
3.2.1. Introduction
3.2.2. Distance Learning
3.2.2.1. Features
3.2.2.2. Advantages of Distance Educational
3.2.2.3. Distance Education Generations
3.2.3. Virtual Classrooms in Distance Learning
3.2.3.1. The Design of Virtual Classrooms for Distance Learning
3.2.4. Virtual Worlds and Distance Education
3.2.4.1. Second Life
3.3. Plan and Organisation Techniques
3.3.1. Introduction
3.3.2. Knowledge Maps
3.3.2.1. Functional Criteria
3.3.2.2. Classification of Knowledge Maps
3.3.2.3. Concept and Definition of the Knowledge Map
3.3.2.4. Mapping or Application of Knowledge
3.3.3. Construction of Knowledge Maps
3.3.4. Types of Knowledge Maps
3.3.5. Knowledge Maps with their Own Name
3.3.5.1. Concept Maps
3.3.5.2. Mind Maps
3.3.5.3. Yellow Pages
3.4. Collaborative Work Environments: Tools and Applications in the Cloud
3.4.1. Introduction
3.4.2. Benchmarking
3.4.2.1. Concepts
3.4.3. Benchmark and Benchmarking
3.4.4. Types and Phases of Benchmarking. Approaches and Approximations to Benchmarking
3.4.5. Benchmarking Costs and Benefits
3.4.6. The Xerox Case Study
3.4.7. Institutional Reports
3.5. Online Communication and Online Communication for Learning
3.5.1. Introduction
3.5.2. Online Communication
3.5.2.1. What is Communication and How is it Performed?
3.5.2.2. What is Online Communication?
3.5.2.3. Online Communication for Learning
3.5.2.4. Online Communication for Distance Learning and the Distance Learner
3.5.3. Free Online Communication Tools
3.5.3.1. E-mail
3.5.3.2. Instant Messaging Tools
3.5.3.3. Google Talk
3.5.3.4. Pidgin
3.5.3.5. Facebook Messenger
3.5.3.6. WhatsApp
3.6. Knowledge Management
3.6.1. Introduction to Knowledge Management
3.6.2. FADO Matrices
3.6.3. What is Communication and How is it Performed?
3.6.4. Definition
3.6.4.1. Steps to Construct a Cause-Effect Diagram
3.7. Data Processing Tools. Spreadsheets
3.7.1. Introduction to Calculation Sheets
3.7.2. Origins
3.7.3. Cells
3.7.4. Basic Arithmetic Operations in Spreadsheets
3.7.4.1. The Four Basic Operations
3.7.5. Operations with Constants
3.7.6. Operations with Variables. Advantages
3.7.7. Relativity
3.8. Digital Presentation Tools
3.8.1. Introduction
3.8.2. How to Prepare Effective Academic Presentations
3.8.2.1. Planning and Outlining the Presentation
3.8.3. Production
3.8.4. SlideShare
3.8.4.1. Main Characteristics and Functional Criteria
3.8.4.2. How to Use SlideShare?
3.9. Online Information Sources
3.9.1. Introduction
3.9.2. Traditional Media
3.9.2.1. Radio
3.9.2.2. Press
3.9.2.3. Television
3.9.3. Blog
3.9.4. YouTube
3.9.5. Social media
3.9.5.1. Facebook
3.9.5.2. Twitter
3.9.5.3. Instagram
3.9.5.4. Snapchat
3.9.6. Search Engine Advertising
3.9.7. Newletters
3.10. Saturation of Information
3.10.1. Introduction
3.10.2. Saturation of Information
3.10.2.1. Information in Today's World
3.10.2.2. Press
3.10.2.3. Television
3.10.2.4. Radio
3.10.3. Manipulating Information
Module 4. Fundamentals of Communication in the Digital Environment
4.1. Web 2.0 or the Social Web
4.1.1. Organization in the Age of Conversation
4.1.2. Web 2.0 Is All About People
4.1.3. Digital Environment and New Communication Formats
4.2. Digital Communication and Reputation
4.2.1. Online Reputation Report
4.2.2. Netiquette and Good Practices on Social Media
4.2.3. Branding and 2.0 Networks
4.3. Online Reputation Plan Design and Planning
4.3.1. Overview of the Main Social Media
4.3.2. Brand Reputation Plan
4.3.3. General metrics, ROI, and Social CRM
4.3.4. Online Crisis and Reputational SEO
4.4. Generalist, Professional and Microblogging Platforms
4.4.1. Facebook
4.4.2. LinkedIn
4.4.3. Google+
4.4.4. Twitter
4.5. Video, Image, and Mobility Platforms
4.5.1. YouTube
4.5.2. Instagram
4.5.3. Flickr
4.5.4. Vimeo
4.5.5. Pinterest
4.6. Content Strategy and Storytelling
4.6.1. Corporate Blogging
4.6.2. Content Marketing Strategy
4.6.3. Creating a Content Plan
4.6.4. Content Curation Strategy
4.7. Social Media Strategies
4.7.1. Corporate PR and Social Media
4.7.2. Defining the Strategy to be Applied in Each Media
4.7.3. Analysis and Evaluation of Results
4.8. Community Administration
4.8.1. Roles, Tasks and Responsibilities of the Community Administration
4.8.2. Social Media Manager
4.8.3. Social Media Strategist
4.9. Social Media Plan
4.9.1. Designing a Social Media Plan
4.9.2. Schedule, Budget, Expectations, and Monitoring
4.9.3. Contingency Protocol in Case of Crisis
4.10. Online Monitoring Tools
4.10.1. Management Tools and Desktop Applications
4.10.2. Monitoring and Research Tools
Module 5. Written Communication
5.1. History of Communication
5.1.1. Introduction
5.1.2. Communication in Antiquity
5.1.3. The Revolution of Communication
5.1.4. Current Communication
5.2. Oral and Written Communication
5.2.1. Introduction
5.2.2. The Text and its Linguistics
5.2.3. The Text and its Properties: Coherence and Cohesion
5.2.3.1. Coherence
5.2.3.2. Cohesion
5.2.3.3. Recurrence
5.3. Planning or Prewriting
5.3.1. Introduction
5.3.2. Writing Processes
5.3.3. Planning
5.3.4. Documentation
5.4. The Act of Writing
5.4.1. Introduction
5.4.2. Style
5.4.3. Lexicon
5.4.4. Sentence
5.4.5. Paragraph
5.5. Rewriting
5.5.1. Introduction
5.5.2. The Review
5.5.3. How to Use the Computer to Improve the Text
5.5.3.1. Dictionary
5.5.3.2. Search/Change
5.5.3.3. Synonyms
5.5.3.4. Paragraph
5.5.3.5. Shades
5.5.3.6. Cut and Paste
5.5.3.7. Change Control, Commenting and Version Comparison
5.6. Spelling and Grammar Issues
5.6.1. Introduction
5.6.2. Most Common Accentuation Problems
5.6.3. Capitalization
5.6.4. Punctuation Marks
5.6.5. Abbreviations and Acronyms
5.6.6. Other Signs
5.6.7. Some Problems
5.7. Textual Models: the Description
5.7.1. Introduction
5.7.2. Definition
5.7.3. Types of Description
5.7.4. Description Types
5.7.5. Techniques
5.7.6. Linguistic Elements
5.8. Textual Models: Narration
5.8.1. Introduction
5.8.2. Definition
5.8.3. Features
5.8.4. Components
5.8.5. The Narrator
5.8.6. Linguistic Elements
5.9. Textual Models: the Exposition and the Epistolary Genre
5.9.1. Introduction
5.9.2. The Exposition
5.9.3. The Epistolary Genre
5.9.4. Components
5.10. Textual Models: Argumentation
5.10.1. Introduction
5.10.2. Definition
5.10.3. Elements and Structure of Argumentation
5.10.4. Types of Arguments
5.10.5. Fallacies
5.10.6. Structure
5.10.7. Linguistic Features
5.11. Academic Writing
5.11.1. Introduction
5.11.2. Scientific Work
5.11.3. Summary
5.11.4. The Review
5.11.5. The Trial
5.11.6. Appointments
5.11.7. Writing on the Internet
Module 6. Television Communication
6.1. The Message on Television
6.1.1. Introduction
6.1.2. The Message on Television
6.1.3. TV as the Union of Dynamic Image and Audio
6.2. History and Evolution of the Television Media
6.2.1. Introduction
6.2.2. Origin of the Television Medium
6.2.3. History and Evolution in the World of Television Media
6.3. Television Genres and Formats
6.3.1. Introduction
6.3.2. Television Genres
6.3.3. Format on Television
6.4. The Script on Television
6.4.1. Introduction
6.4.2. Types of Scripts
6.4.3. Role of the Script in Television
6.5. Television Programming
6.5.1. Introduction
6.5.2. History
6.5.3. Block Programming
6.5.4. Cross Programming
6.5.5. Counterprogramming
6.6. Language and Narration in Television
6.6.1. Introduction
6.6.2. Language in Television
6.6.3. Television Narration
6.7. Speech and Expression Techniques
6.7.1. Introduction
6.7.2. Speech Techniques
6.7.3. Expression Techniques
6.8. Creativity in Television
6.8.1. Introduction
6.8.2. Creativity in Television
6.8.3. The Future of Television
6.9. Production
6.9.1. Introduction
6.9.2. Television Production
6.9.3. Pre-Production
6.9.4. Production and Recording
6.9.5. Postproduction
6.10. Digital Technology and Techniques in Television
6.10.1. Introduction
6.10.2. The Role of Technology in Television
6.10.3. Digital Techniques in Television
Module 7. Broadcast Communication
7.1. History of Broadcasting
7.1.1. Introduction
7.1.2. Origins
7.1.3. Orson Welles and "The War of the Worlds"
7.1.4. Radio in the World
7.1.5. The New Radio
7.2. Radio Language
7.2.1. Introduction
7.2.2. Characteristics of Radio Communication
7.2.3. Elements that Make Up the Radio Language
7.2.4. Characteristics of the Construction of Radiophonic Texts
7.2.5. Characteristics of Radiophonic Text Writing
7.2.6. Glossary of Terms Used in Radiophonic Language
7.3. The Radio Script Creativity and Expression
7.3.1. Introduction
7.3.2. Radio Script
7.3.3. Basic Principles in the Development of a Script
7.4. Broadcast Production, Realization and Voice-Over in Broadcasting
7.4.1. Introduction
7.4.2. Production and Realization
7.4.3. Radio Voice-Over
7.4.4. Peculiarities of Radio Voice-Over
7.4.5. Practical Breathing and Voice-Over Exercises
7.5. Improvisation in Broadcasting
7.5.1. Introduction
7.5.2. Peculiarities of the Radio Media
7.5.3. What is Improvisation?
7.5.4. How is Improvisation Carried Out?
7.5.5. Sports Information in Radio. Characteristics and Language
7.5.6. Lexical Recommendations
7.6. Radio Genres
7.6.1. Introduction
7.6.2. Radio Genres
7.6.2.1. The News
7.6.2.2. The Chronicle
7.6.2.3. The Report
7.6.2.4. The Interview
7.6.3. The Round Table and the Debate
7.7. Radio Audience Research
7.7.1. Introduction
7.7.2. Radio Research and Advertising Investment
7.7.3. Main Research Methods
7.7.4. General Media Study
7.7.5. Summary of the General Media Study
7.7.6. Traditional Radio Vs. Online Radio
7.8. Digital Sound
7.8.1. Introduction
7.8.2. Basic Concepts about Digital Sound
7.8.3. History of Sound Recording
7.8.4. Main Digital Sound Formats
7.8.5. Digital Sound Editing Audacity
7.9. New Radio Operator
7.9.1. Introduction
7.9.2. New Radio Operator
7.9.3. The Formal Organization of Broadcasters
7.9.4. The Task of the Editor
7.9.5. The Content Gathering
7.9.6. Immediacy or Quality?
Module 8. Creativity in Communication
8.1. To Create is to Think
8.1.1. The Art of Thinking
8.1.2. Creative Thinking and Creativity
8.1.3. Thought and Brain
8.1.4. The Lines of Research on Creativity: Systematization
8.2. Nature of the Creative Process
8.2.1. Nature of Creativity
8.2.2. The Notion of Creativity: Creation and Creativity
8.2.3. The Creation of Ideas for Persuasive Communication
8.2.4. Nature of the Creative Process in Advertising
8.3. The Invention
8.3.1. Evolution and Historical Analysis of the Creation Process
8.3.2. Nature of the Classical Canon of the Invention
8.3.3. The Classical View of Inspiration in the Origin of Ideas
8.3.4. Invention, Inspiration, Persuasion
8.4. Rhetoric and Persuasive Communication
8.4.1. Rhetoric and Advertising
8.4.2. The Rhetorical Parts of Persuasive Communication
8.4.3. Rhetorical Figures
8.5. Creative Behavior and Personality
8.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
8.5.2. Creative Behavior and Motivation
8.5.3. Perception and Creative Thinking
8.5.4. Elements of Creativity
8.6. Creative Skills and Abilities
8.6.1. Thinking Systems and Models of Creative Intelligence
8.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
8.6.3. Interaction Between Factors and Intellectual Capabilities
8.6.4. Creative Skills
8.6.5. Creative Capabilities
8.7. The Phases of the Creative Process
8.7.1. Creativity as a Process
8.7.2. The Phases of the Creative Process
8.7.3. The Phases of the Creative Process in Advertising
8.8. Troubleshooting
8.8.1. Creativity and Problem Solving
8.8.2. Perceptual Blocks and Emotional Blocks
8.8.3. Methodology of Invention: Creative Programs and Methods
8.9. The Methods of Creative Thinking
8.9.1. Brainstorming as a Model for the Creation of Ideas
8.9.2. Vertical Thinking and Lateral Thinking
8.9.3. Methodology of Invention: Creative Programs and Methods
8.10. Creativity and Advertising Communication
8.10.1. The Creative Process as a Specific Product of Advertising Communication
8.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
8.10.3. Methodological Principles and Effects of Advertising Creation
8.10.4. Advertising Creation: from the Problem to the Solution
8.10.5. Creativity and Persuasive Communication
Module 9. Coporate Identity
9.1. The Importance of Image in Businesses
9.1.1. What is Corporate Image?
9.1.2. Differences between Corporate Identity and Corporate Image
9.1.3. Where can the Corporate Image be Manifested?
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?
9.2. Research Techniques in Corporate Image
9.2.1. Introduction
9.2.2. The study of the Company's Image
9.2.3. Corporate Image Research Techniques
9.2.4. Qualitative Image Study Techniques
9.2.5. Types of Quantitative Techniques
9.3. Image Audit and Strategy
9.3.1. What is Image Auditing?
9.3.2. Guidelines
9.3.3. Audit Methodology
9.3.4. Strategic Planning
9.4. Corporate Culture
9.4.1. What is Corporate Culture?
9.4.2. Factors Involved in Corporate Culture
9.4.3. Functions of Corporate Culture
9.4.4. Types of Corporate Culture
9.5. Corporate Social Responsibility and Corporate Reputation
9.5.1. CSR: Concept and Application of the Company
9.5.2. Guidelines for Integrating CSR into Businesses
9.5.3. CSR Communication
9.5.4. Corporate Reputation
9.6. Corporate Visual Identity and Naming
9.6.1. Corporate Visual Identity Strategies
9.6.2. Basic Elements
9.6.3. Basic Principles
9.6.4. Preparation of the Manual
9.6.5. The Naming
9.7. Brand Image and Positioning
9.7.1. The Origins of Trademarks
9.7.2. What is a Brand?
9.7.3. The Need to Build a Brand
9.7.4. Brand Image and Positioning
9.7.5. The Value of Brands
9.8. Image Management through Crisis Communication
9.8.1. Strategic Communication Plan
9.8.2. When it All Goes Wrong: Crisis Communication
9.8.3. Cases
9.9. The Influence of Promotions on Corporate Image
9.9.1. The New Advertising Industry Landscape
9.9.2. The Marketing Promotion
9.9.3. Features
9.9.4. Dangers
9.9.5. Promotional Types and Techniques
9.10. Distribution and Image of the Point of Sale
9.10.1. The Main Players in Commercial Distribution
9.10.2. The Image of Retail Distribution Companies through Positioning
9.10.3. Through its Name and Logo
Module 10. The Fundamentals of Graphic Design
10.1. Introduction to Design
10.1.1. Design Concept: Art and Design
10.1.2. Fields of Application of the Design
10.1.3. Design and Ecology: Ecodesign
10.1.4. Activist Design
10.2. Design and Configuration
10.2.1. The Design Process
10.2.2. The Idea of Progress
10.2.3. The Dichotomy Between Need and Desire
10.3. Introduction to Adobe Lightroom I
10.3.1. Tour of the Interface: Catalog and Preferences
10.3.2. Program Structure and Visualization
10.3.3. Structure of the library
10.3.4. File Import
10.4. Introduction to Adobe Lightroom II
10.4.1. Fast Development, Keywords and Metadata
10.4.2. Simple Collections
10.4.3. Intelligent Collections
10.4.4. Practice
10.5. Library in Adobe Lightroom
10.5.1. Classification and Structuring Methods
10.5.2. Stacks, Virtual Copies, Files Not Found
10.5.3. Watermark and Logos
10.5.4. Export
10.6. Revealing in Adobe Lightroom I
10.6.1. Developed Module
10.6.2. Lens Correction and Cropping
10.6.3. The Histogram
10.6.4. Calibration and Profiling
10.7. Presets
10.7.1. What are they?
10.7.2. How Are They Used?
10.7.3. What Kind of Presets Are Saved in Lightroom Presets?
10.7.4. Search Resources
10.8. Tone in Adobe Lightroom
10.8.1. Tone Curve
10.8.2. HSL
10.8.3. Split Tones
10.8.4. Practice
10.9. Revealing in Adobe Lightroom II
10.9.1. Masks
10.9.2. Development with Brush
10.9.3. Focus and Noise Reduction
10.9.4. Vignetting
10.9.5. Red Eye and Blemish Removal
10.10. Revealing in Adobe Lightroom III
10.10.1. Transform an Image
10.10.2. Creation of Panoramic Photographs
10.10.3. HDR, What Is It? How Do We Create iI?
10.10.4. Synchronize Settings
Take a program focused on the needs of brand communication in a company with a 100% online mode that will allow you to continue with your daily work"
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