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Master in Web 2.0 - Design, Communication, Marketing and Advertising

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IED Istituto Europeo di Design - sede Barcelona

Master in Web 2.0 - Design, Communication, Marketing and Advertising - Barcelona - Espanha

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Conteúdo:
MASTER IN WEB  2.0 - DESIGN, COMMUNICATION, MARKETING AND ADVERTISING

Start date: January 2013 | Duration: 500 hours | Language: Spanish

Welcome to the world of advertising communication on the Internet, web 2.0 and new digital media. An unknown environment for many professionals and it sets new challenges constantly. And to imagine its future is even more difficult.
These new approaches in communication require an innovative professional profile, capable of combining efficiently the possibilities offered by the Internet as an advertising environment, both from strategic and creative points of view. Since the appearance of the Internet, advertising has almost completely changed. And not all professionals are adapted to these changes.

This master has been designed to provide students with necessary theoretical and practical knowledge to plan creative strategies and ideas, adapted to these new formats, supports, and types of relationships offered by the Internet and different interactive medium.
Today, a new way of understanding advertising can be a key factor to success and efficiency for any campaign.

DESCRIPTION


Objectives
To prepare students to design an efficient campaign strategy or an advertising campaign with the Internet and 2.0 scenarios as their environments. To include creative concepts in this strategy, the most innovative and efficient ones, key and differential values to achieve success with a campaign.

Methodolgy
This course is organized in alternate weeks of in-class and online classes.
Classes program is organized to start every subject with a theoretical in-class lesson, in which professors provide the theoretical base and necessary resources to the students to assimilate the contents. During this lesson, professors will give a briefing to the students to work on exercises that they will have to develop individually or in working groups.
 During the days after the in-class lesson, students will develop the proposed projects and, during the on-line weeks, in which there is no attendance, they will have to present their proposals, to the subject professor via virtual classroom. In this space, students will make their proposals, ask their doubts and comments, and professors, in addition of this supervision, will provide the additional materials, if necessary, to develop both the project and the subject.

Students’ profile
This master is aimed to professionals and graduates who are interested in fostering their profile as specialists in Internet advertising in an integral manner, combining their creative and strategic knowledge.
Professionals who comprehend this new communication and advertising globally, from strategic creativity viewpoint and braking with past practices of traditional advertising.

Professional Opportunities
For students centered on strategy:
- Marketing and communication departments in big companies or SMEs,
- Accounts department in advertising agencies, strategic planning in traditional or virtual advertising agencies, media agencies…

For students centered in creativity:
- Creative departments in traditional or interactive advertising agencies,
- Strategic planning in agencies, design studios, producer companies oriented to audiovisual projects on the Internet.

Coordinator
Each Master is assessed by a specialist in the area, who has an active role in the studies plan development and contents in collaboration with the didactics department of the Master Area. The coordinator also supports the incorporation of specific teachers of the sector, as well as the relationships with enterprises and institutions from the knowledge area of the course.

Xesco Serrano
Graduated in Advertising and Public Relations from Universitat Autònoma de Barcelona (UAB).
Coordinator of the Master in Integral Advertising and the Specialization Course in Adversiting Communication at Istituto Europeo di Design (IED) in Barcelona.
Professor at the Faculty of Advertising at UAB and Studies Consultant for Information and Communication Sciences at Universitat Oberta de Catalunya (UOC).
Professor at the Master in Direct Marketing and Electronic Commerce at IDEC (Universitat Pompeu Fabra), and at courses from ICEMD (Instituto de Comercio Electrónico y Marketing Directo).
In the professional areas of advertising and marketing, he has been the creative director in agencies as Ogilvy, CP Comunicación Proximity (BBDO) and at the DDB Barcelona group, obtaining awards for his work in prestigious international festivals such as Cannes Lions, El Sol, Echo Awards, Laus, Best of Europe, Imán y New York Festivals. At the moment he is the director of the agency Remake.

Jordi Fernández Cuesta
Doctorate in Advertising and Public Relations from Universitat Autònoma de Barcelona (UAB).
Professor at the Faculty of Advertising at UAB and Studies Consultant for Information and Communication Sciences at Universitat Oberta de Catalunya (UOC).
In the professional areas of advertising and marketing, he has worked particularly in German agencies in Frankfurt (Wunderman), Hamburg (Elephant Seven) and Berlin (TBWA), as well as in Barcelona (Lowe and Euro RSCG); with clients as Seat, Jaguar, Jack Daniels,Adidas, Absolut Vodka, Sony Playstation, Levi’s, RACC, Voll-Damm, Moulinex and Accenture.
Also, his participation in those campaigns was applied in both the direct marketing area and in digital or classic adversiting areas.
In the institutional field, he has collaborated in the communication of the resumption of Museo de Arte Contemporáneo Runo Tamayo de Ciudad de México. At the moment, he is working at the agency DoubleYou.

Teaching hours: 500
Teaching credits*: 60
* Didactics planning for all IED Master courses is ruled by criteria defined by the European Higher Education Area (EHEA). IED Master adopts a credit system which maintains the structure of the European Credit Transfer System (ECTS). IED Master solely issues schools’ private titles .

Calendar
Course start: 14th January 2013
Course completion: 26th July 2013

Structure:
14th January: Official inauguration and course presentation made by the coordinator
15th January: Classes start
18th July: Classes completion

From 19th to 25th July: Final projects presentations

26th July: Diplomas presentation and closure of the Master academic year

Schedule:
Monday to Friday, 18.30 – 22.30h.
In-class and online lessons are combined, in alternate weeks.
 
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