Master in Creative Direction and Communication

Master in Creative Direction and Communication

In the Master in Creative Direction and Communication you will learn the mechanisms and languages of visual and audiovisual communication, you will promote your own creative talent in each project and you will train as a specialist in creativity and new media advertising .

How can good strategic planning enhance creativity? In the Master in Creative Management and Communication you will learn the keys to persuasive communication, brand strategy and the creative techniques necessary to be a specialist in advertising design.

The need to convince and sell in an increasingly global, competitive and visually noisy market requires new highly creative advertising proposals. In this context, the figures of the designer and the editor merge into the Creative Director , acquiring decisive importance at the time of generating persuasive messages, both in the public and private spheres. Advertising design needs professionals who master the mechanisms and languages of visual communication and new media to achieve the objectives of companies and institutions, thus generating organic conversations between brands and consumers. The advertising graphics, the spot, the branded content, interactive advertising, new media and new narratives are persuasive and effective resources that the Creative Director has to specify, know and master.

Master in Creative Direction and Communication. Own title UVic-UCC.

ECTS credits: 60

Objectives

The main objectives of the Master in Creative Direction and Communication are:

• Generate innovative ideas of a persuasive nature through creative methods addressed in the context of the course.
• Explain methods and creative strategies for the development of integrated campaigns, both in traditional media and in new media.
• Train professionals with analytical skills and market vision, who contribute their creative aptitude as a differential factor in the public and private spheres.
• Incorporate the bases of neurobiological and social communication to apply them in persuasive projects.
• Incorporate strategic planning as a step to define the Value Proposition, transform it into a Creative Concept and develop it into an Efficient Expression.
• Learn the latest trends in communication and comprehensive marketing.
• Integrate the knowledge acquired in a professional praxis from the perspective of design.
• Develop advertising strategies that integrate the latest research criteria in user-centered design.
• Identify the three semi-narrative levels of the canonical story and apply them in the world of persuasive communication.

skills

• Ability to provide economic value to brands, through creativity and differentiation.
• Ability to explore and analyze the market, know its communication needs and solve them with creative skills.
• Potential to propose and develop concepts for the creation of brand territories.
• Ability to create transmedia communication artifacts after analyzing and defining the needs, motivations and ideals of the users.
• Ability to elaborate reflective thoughts born from the project activity itself and defend them with criteria and conviction.
• Ability to plan a comprehensive multi-channel strategic communication project, from the diagnosis to the final presentation.
• Ability to analyze the environment, based on communication needs, determining which are the key elements, interest groups and processes that directly and indirectly intervene in the scope of our action; in order to realize a value proposition.
• Faculty to understand, assimilate and use the diversity of languages, supports and channels with the aim of articulating comprehensive communication strategies capable of connecting clients with their users.