Internet Creativity

Sustainable Development Goals (SDG)

• 5. Gender equality
• 12. Responsible consumption and production

Objectives

The general objective of this course is to introduce students to the specific needs of interactive media, explore their creative possibilities and define new communication boundaries and ways of reaching target audiences through the Internet.

And, specifically:

• Encourage creative thinking processes in students.
• Understanding the importance of creative awareness in campaigns.
• Design campaigns of different nature for each type of platform.
• Promote creative thinking as a tool for personal development.
• Explore together the creative possibilities of new media and supports and transcend habitual uses in the search for new creative languages.

Learning outcomes

• Identify the advertising and public relations theories, processes, structures and techniques that give rise to the functions of the different departments of an advertising agency, creative boutique, consultancy or media center in conventional, virtual and emerging environments.
• Understand the methods and problems of the different branches of research in psychology, sociology, communication and marketing in general, as well as audience motivations, consumer behavior analysis and purchasing processes.
• Transmit information, ideas, problems and solutions appropriately and in accordance with academic canons, in a creative and innovative way, to both specialized and non-specialized audiences, being respectful of linguistic diversity, and of diverse social, cultural, gender and economic realities.
• Implement a communication plan for an organization, a brand, or a product that is the result of the relational and investigative capacity to establish a fluid and competent interaction between the advertiser and the agency based on the parameters of creativity and innovation.
• Operate in different computer and digital environments (multidisciplinary and complex) linked to the communication disciplines in all their written, visual and audiovisual dimensions (in one's own language and in foreign languages) in addition to those that facilitate new relationships with audiences in face-to-face, virtual and emerging environments, with a high degree of creativity and innovation in form and content.

Content

1. Banners and pop-ups . New creative proposals for standard advertising formats
2. Hashtags . Conceptual focus on keywords
3. MEMEs . Humor as a creative and corporate image tool
4. Video. Virality and creativity
5. Audio. Evolution of the radio spot in interactive media
6. Newsletter . How to get a better response from a newsletter with creativity
7. Landing page . Creativity in the search for conversion

Evaluation

• 70% of practical work. All practical work must be handed in. The ordinary hand-in must be done within the established deadline. There is also an extraordinary deadline for handing in failed assignments or improving a grade. The assignment must be handed in within the deadline set by the teacher and the assignment must be opened and closed in class. It cannot be handed in before or after this time. If the assignment cannot be handed in due to illness or force majeure, it is necessary to request the teacher to open the assignment during the following class.
• 20% of exercises. Creativity exercises, creative dynamics and campaign or concept analysis exercises are proposed, which the student must submit. Students are notified of these exercises in class and through the course work plan in advance. If the exercise cannot be completed due to illness or force majeure, it is necessary to request a new deadline for submitting the assignment to the teacher during the following class.
• 10% attitude and participation.

Methodology

• When necessary, students are asked to open profiles on social networks that they work on, as well as on the Mailchimp platform and a free Wordpress blog.
• Classes are held in a classroom without computers. The design of the materials is not done in class. The concept and structure are worked on in class and it is decided what needs to be developed for delivery.

Bibliography

Key references

• F. Osborn, Alex (1960). Imaginación aplicada. Velfex.
• de Bono, Edward. (1993). El pensamiento lateral. Ediciones Paidós.
• Lois, George (2012). Damn Good Advide (for people with talent). Phaidon Press.
• M&C Saatchi (2013). Brutal Simplicity of Thought: How It Changed the World. St. Martin's Press.
• Young, James Webb. (2003). A technique for producing ideas. A McGraw-Hill advertising classic.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.