Become one of the most demanded professionals of the moment by specializing in Multimedia Communication thanks to this TECH’s program" 

Multimedia Communication is one of the most widely used nowadays, due to the ease of access and understanding of information through its channels. In Multimedia Communication, the combination of sound, text and images in a single product favors its consumption, since it makes information much clearer to understand. 

Moreover, multimedia tools not only serve as a method of staying informed, but are also part of consumers' daily lives as part of their leisure time. In this way, leisure and information are united in the same concept. In the field of journalism and communication, multimedia tools are becoming more and more widespread. As such, even the most traditional media, such as radio and the press, rely on multimedia tools using web pages to enrich their products. This makes makes education in this field essential for modern professionals.

This comprehensive program aims to provide students with the tools and knowledge necessary to understand the media system and its global structure and context. To this end, the configuration of the global communications structure made up of large media conglomerates, news agencies, advertising groups and the film industry will be addressed. Other topics covered during the program will focus on the parties that form the media system, the companies comprising the shareholders of large media companies, and the media policies of public bodies.

A complete and thorough review that will enable students to work in any of the professional roles within this area of competence, with the ability to work in corporate identity, networks, television and radio. This is thanks to the large amount of theoretical and practical resources that they will find at their disposal. In this way, through experience, students will learn how to develop the knowledge required to advance in this field of work. Furthermore, the 100% online format of the course allows the student to control their hours of study, without the inconvenience of traveling to an education center for classes.

Specialize in Multimedia Communication and acquire the necessary skills to develop successfully in a booming profession" 

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

• The use of the latest technology in e-learning software
• The intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teacher and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

A Professional master’s degree that will enable you to work in all fields of Multimedia Communication, with the competence of a high-level professional" 

The teaching staff of this program is made up of professionals from different fields related to this specialty. As such, TECH can fulfill its academic updating objective. A multidisciplinary team of experienced professionals in different environments who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service.

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it includes the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.

The design of this program focuses on Problem-Based Learning. An approach that conceives learning as a highly practical process. In order to achieve this remotely, telepractice will be used. In this way, with the help of an innovative interactive video system, and Learning from an Expert, the student will be able to acquire knowledge as if they were facing the very cases being studied. A concept that will allow students to integrate and memorize what they have learned in a more realistic and permanent way.

A 100% online program that will allow you to balance your professional life with your study time"

With a methodological design based on proven teaching techniques, this innovative Professional master’s degree will take you through different teaching approaches to allow you to learn in a dynamic and effective way"

The contents of this Professional master’s degree in Multimedia Communication have been developed by various experts with a clear purpose: to ensure that students acquire each and every one of the skills necessary to become true experts in this field. A very comprehensive and well-structured program that will propel students towards excellence and success, and allow them to handle information processing and effective communication with total confidence.

A comprehensive teaching program, structured in well-developed didactic units, oriented towards learning that is compatible with your personal and professional life” 

Module 1. Structure of the 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. Structure of the Advertising Industry 
1.4.5. The Media and its Relationship with the Advertising Industry 
1.4.6. Advertising Regulations and Ethics BORRAR 

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 Formation 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: The 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. Hypothetical-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. Defining 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 Non-Verbal 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. Identity, Self-Concept and Communication 

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 Non-Verbal 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. The 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 Computed 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. Technology and Information and Knowledge 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. Email 
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. Etiquette and Best Practices in Social Networking
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. General, 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 and Storytelling Strategy 

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 Medium
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 Follow-up
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. Post-Production 

6.10. Digital Technologies 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. Radio 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 Idea Creation 
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 Problem to Solution 
8.10.5.Creativity and Persuasive Communication 

Module 9. Corporate Identity 

9.1.The Importance of Image in Businesses

9.1.1.What is Corporate Image? 
9.1.2.Differences Between Identity and Corporate Image 
9.1.3.Where Can the Corporate Image Be Displayed? 
9.1.4.Changes in Corporative Image. 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 Audit?
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 It? 
10.10.4. Synchronize Settings

Take the opportunity to learn about the latest advances in this field in order to apply it to your daily practice"