This program will allow you to face all current and future communicative challenges, educating you on the latest advances in digitalization and transmedia processes”

Transmedia storytelling is one of the latest steps on a path that began with the emergence of personal computing and the Internet. Thus, digitalization has driven all types of communications, whether through social networks, online video games or one of the many other channels. It has also transformed consumption habits for products such as movies, television series and even comic books. Ultimately, this has resulted in the coexistence of stories across different media that were traditionally mutually exclusive and that now feed back into each other.

Thus, nowadays a television series does not have to end with the final episode, but can continue through fanfiction, forum discussions, small spin-offs in webseries format or novels that expand on the original story, along with other possibilities. Today’s digital communication is therefore complex, highly dynamic, and would not be understood without the direct intervention of millions of users.

For this reason, it is necessary for communication and journalism professionals to have in-depth knowledge of the mechanisms that govern these processes, so that they can mediate the different multimedia discourses contained within Streaming services, social networks or virtual reality platforms and use them to their advantage, in line with objectives. This program offers students the latest and most advanced knowledge in these areas, allowing them to operate comfortably in these rapidly changing environments.

TECH will also provide students with cutting-edge content, presented through teaching resources that can be accessed 24 hours a day, and a renowned faculty from the field of communication who will update them in an efficient and flexible way, adapted to their needs.

TECH’s 100% online methodology has been designed so that professionals can combine their studies with their work, without rigid schedules or uncomfortable commuting to an academic center”

This advanced master’s degree in Digital Communication and Transmedia contains the most complete and up-to-date program on the market. The most important features include: 

• The examination of case studies presented by experts in Digital Communication and Transmedia
• Graphic, schematic, and practical contents which provide scientific and practical information on the disciplines that are essential for professional practice
• Practical exercises where self-assessment can be carried out to improve learning
• Special emphasis on innovative methodologies in the field of Digital Communication
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection

The best multimedia teaching resources will be at your fingertips: case studies, interactive summaries, master classes. The best educational technology for you to become an outstanding professional”

The teaching staff includes professionals from the field of journalism and communication, who bring their experience to this program, as well as renowned specialists from leading societies and prestigious universities.

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive learning experience designed to prepare them for real-life situations.

This program is designed around Problem-Based Learning, whereby the student must try to solve the different professional practice situations that arise throughout the program. For this purpose, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts.

You will have a renowned faculty from the field of communication at your disposal, who will be in charge of updating you on all the advances in Digital Communication and Transmedia"

With this advanced master’s degree you will delve into the latest advances in Storytelling, Crossmedia and transmedia content production"

The main objective of this program is to integrate the latest knowledge in Digital Communication and Transmedia and then offer it to the professional. To this end, TECH has designed an advanced master’s degree that has brought together comprehensive and up-to-date contents and a teaching staff made up of active specialists in this field. In addition to these two important elements, its teaching methodology is perfect for workers seeking to combine their work with their studies. For all these reasons, this degree is perfect for the professional looking to advance their career in the field of digital communication, as it provides everything necessary to achieve that goal.

This program will get your career in the digital communications world off the ground quickly with its innovative content’’

General objectives

• Acquire the necessary knowledge to carry out an adequate advertising communication using the most advanced digital tools
• Know how to successfully manage different branches of multimedia communication
• Gain in-depth knowledge of radio, television, digital and written communication
• Gain a conceptual understanding of Transmedia Storytelling and its relevance in different professional fields (advertising, marketing, journalism, entertainment)
• Acquire the fundamentals of transmedia creation, from narrative to production, dynamization in social communities and economic monetization
• Explore the latest developments in Transmedia Storytelling in technological fields such as virtual reality or video games

Specific objectives

Module 1. Communication Structure

• Be able to understand the basic concepts and theoretical models of human communication, its components and characteristics, as well as the role it plays in the psychological processes of advertising and public relations
• Be able to adequately contextualize the media systems and in particular the global communication structure
• Know how to describe the main research trends in social communication, as well as their different models: behaviorist, functional, constructivist and structuralist
• Know how to define the action framework for the large media groups and their concentration processes

Module 2. Social Communication Theory

• Build knowledge on the fields of advertising and public relations and their processes and organizational structures
• Know how to describe the roles of advertising and public relations professionals, as well as the main skills required in the performance of their professional practice
• Identify the fundamental principles of human creativity and its application in the different forms of persuasive communication
• Know how to apply creative processes to the field of communication, especially advertising and public relations
• Understand the systems for analyzing advertising and public relations campaigns
• Know how to describe the structure of advertising agencies
• Delineate each of the functions for the management of the advertising and public relations company, highlighting their main applications

Module 3. Technology and Information and Knowledge Management

• Have the ability to analyze, process, interpret, elaborate and organize digital communication
• Be able to analyze and optimize the use of new communication channels and strategies of digital media by advertising and public relations
• Understand the importance of the Internet in the search and management of information in the field of advertising and public relations, via its application to specific cases

Module 4. Written Communication

• Know how to express oneself fluently and effectively in oral and written communication, taking advantage of the most appropriate linguistic and literary resources
• Be able to identify the similarities and differences between oral and written codes
• Be able to know and master the strategies of coherence, cohesion and adequacy in the elaboration of texts
• Recognize the different phases of the writing process
• Know how to distinguish the main structural and linguistic properties of the different textual models
• Be able to elaborate texts based on the structural and linguistic conventions of each textual typology, as well as respecting the basic textual properties and linguistic accuracy

Module 5. Television Communication

• Be able to use information and communication technologies and techniques across the different combined and interactive media or media systems
• Be able to take advantage of computer systems and resources in the field of advertising and public relations, as well as their interactive applications
• Explore the structure and transformation of today's society in terms of the features, forms and processes of Advertising Communication and public relations
• Recognize the sociological, economic and legal factors that influence advertising communication and the development of public relations
• Be able to relate advertising and public relations coherently with other social and human sciences
• Encourage creativity and persuasion through different formats and different means of communication
• Know the relevant and appropriate tools for the study of advertising and public relations
• Know how to act as an advertising and public relations professional in accordance with the legal and ethical rules of the profession

Module 6. Radio Communication

• Encourage creativity and persuasion through different formats and different means of communication
• Know the features, forms and processes of advertising languages and other forms of persuasive communication
• Know how to develop appropriate verbal and written communication to transmit ideas and decisions presented with clarity and rigor
• Be able to solve problems arising in professional practice
• Learn to create and develop audiovisual elements, sound or musical effects, using digital tools for video and audio editing, with the realization of practical exercises with computer programs
• Know how to distinguish the different types of advertising media and formats, as well as their structural, formal and constitutive elements

Module 7. Creativity in Communication

• Explore the structure and transformation of today's society in terms of the features, forms and processes of Advertising Communication and public relations
• Encourage creativity and persuasion through different formats and different means of communication
• Know the features, forms and processes of advertising languages and other forms of persuasive communication
• Know the relevant and appropriate tools for the study of advertising and public relations
• Build knowledge on the fields of advertising and public relations and their processes and organizational structures
• Identify the roles of advertising and public relations professionals, as well as the main skills required in the performance of their professional practice
• Identify the fundamental principles of human creativity and its application in the different forms of persuasive communication

Module 8. Corporate Identity

• Know the fundamentals of advertising and the agents involved in the advertising creation process
• Recognize and identify the professional profiles of advertising professionals, as well as the main functions and requirements that must be fulfilled for their professional development
• Manage institutional communication in all circumstances even in crisis episodes in which the message is aligned with the interests of the different Stakeholders
• Manage the communication of any event related to corporate communication
• Create the corporate image of any entity from any of its attributes

Module 9. The Fundamentals of Graphic Design

• Know how to analyze the elements that make up the advertising message: graphic elements, audiovisual elements and musical and sound elements
• Understand the nature and communicative potential of images and graphic design
• Know how to use information and communication technologies and techniques in the different combined and interactive media or media systems
• Encourage creativity and persuasion through different formats and different means of communication
• Know the features, forms and processes of advertising languages and other forms of persuasive communication

Module 10. A New Communication Paradigm

• Considered how the entire syllabus fits in with a changing sociological and media landscape, where technology and the fragmentation of the audiovisual offer open up enormous opportunities for business and professional development

Module 11. Transmedia Storytelling, Crossmedia

• Learn more about Transmedia Storytelling as a discipline, highlighting its importance in different professional sectors

Module 12. Transmedia Narratives

• Become familiar with how transmedia storytelling is constructed and how it differs from traditional storytelling
• Learn, with the help of practical examples, the way to achieve audience involvement in a transmedia project

Module 13. Transmedia Content Production

• Further develop the practical methodology for the construction of transmedia content, from the research and documentation phase, to the platforms and participatory mechanics

Module 14. Universal Transmedia Case Studies

• Know how the different communication formats work (cinema, video games, television, etc.)

Module 15. Transmedia Storytelling in the Video Game Industry

• Explore the relationship between Transmedia Storytelling and the video game industry
• Understand the role of the video game as the spearhead of the user experience in the transmedia universe

Module 16. Transmedia Extended Reality: VR and AR

• Gain further understanding of the importance of the extended reality in the field of Transmedia Storytelling
• Understand the variety of existing contents and their creative process

Module 17. Transmedia Journalism

• Explore the scope, characteristics and training for the new and emerging transmedia journalism

Module 18. Creation and Management of Digital Communities

• Gain a deeper understanding of the methodology for the creation and dynamization of a transmedia digital community, including the stimulation of user-generated content

Module 19. Branded Content: Brands like Publishers

• Further develop branded content within the communication mix, in a context of advertising oversaturation
• Conduct an in-depth analysis of the differences between advertising and Branded Content and the scope of the latter (creation, formats, measurement)

You will achieve all your goals thanks to this advanced master’s degree, with which you will be able to learn about the latest developments in transmedia extended reality’’