Competencies and objectives

 

Course context for academic year 2025-26

“Audio-visual Media Production” is part of the 9th module “Knowledge and techniques applied to advertising communication”. By following this course you will achieve these skills, abilities and competences: (1) to manage and implement the filmmaking and production processes, (2) to identify and appreciate realism, classicism and formalism styles, (3) to reflect on the relationship between form and content.

 

 

Course competencies (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2025-26

General Competences:>>Instrumental

  • CG2 : Capacity to put theoretical knowledge into practice.
  • CG3 : Basic understanding of the field of study.
  • CG4 : Basic understanding of the profession.
  • CG9 : Decision making.

 

General Competences:>>Interpersonal

  • CG10 : Ability to work in interdisciplinary teams.
  • CG13 : Ethical commitment.
  • CG14 : Abilities for criticism and self-criticism.

 

General Competences:>>Systematic

  • CG15 : Capacity to learn.
  • CG16 : Capacity to adapt to new situations.
  • CG17 : Capacity to create new ideas (creativity).

 

Specific Competences:>>Knowledge (theoretical)

  • CES34 : Theoretical and practical understanding of production and implementation in printed, audiovisual and hypermedia format.

 

Specific Competences:>>Professional (practical)

  • CE35 : Capacity and ability to give messages a creative form.
  • CE36 : Capacity and ability to create, design and develop graphic elements, images, symbols and text.
  • CE39 : Writing, stylistic, narrative and rhetorical resource skills: written, visual and audiovisual.
  • CE47 : Capacity to differentiate and interpret the different artistic, aesthetic and cultural movements and their presence as regards advertising communication and public relations.
  • CE50 : Capacity to understand and use the technological tools of the sector, both at equipment level and computer and audiovisual applications.
  • CE51 : Capacity to communicate effectively with the producer and explain the conceptual and strategic needs to be implemented using all technical options.
  • CE53 : Capacity to communicate effectively with the producer and explain the conceptual and strategic needs to be implemented using all technical options.
  • CE54 : Directing skills to implement the execution.
  • CE56 : Ability to make commercial and institutional videos.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2025-26

  1. Take action and make decisions based on the theoretical knowledge acquired.
  2. Know and identify the main theoretical concepts, areas and research methods of the field of study.
  3. Know and identify the different professional profiles of the sector as well as the tasks that define their practice.
  4. Acquire and implement collaboration strategies and skills that favor cooperative work, recognizing the contributions of other areas of knowledge as an enriching factor in professional practice.
  5. Value the plurality and enrichment that contact with other cultures entails.
  6. Recognize and defend the fundamental rights of any individual.
  7. Make judgments and position oneself critically in the face of various vital and professional situations, without omitting critical consideration of one's own actions and opinions.
  8. Proactively manage the learning process.
  9. Adjust behavior to changes posed by new situations.
  10. Plan and develop innovative actions both in one's field of knowledge and in everyday life.
  11. Recognize and evaluate the different theories surrounding the production.
  12. Identify and apply the concept of audiovisual mise-en-scène or mise en images.
  13. Distinguish, appreciate and apply the formalist or realistic use of mise en images.
  14. Reflect on the relationship between form and content.
  15. Present a technical script.
  16. Be able to record the images of a promotional video with a mise en images appropriate to the content.
  17. Be able to relate form and content.
  18. Be able to use visual metaphors.
  19. Recognize and evaluate different cinematographic discourses: classical discourse, modern discourse, postmodern discourse.
  20. Understand the role that culture plays in the development of audiovisual discourse.
  21. Be able to use a digital video camera properly.
  22. Be able to use digital video editing properly from capturing images to exporting the edited and post-produced work.
  23. Explain the unique characteristics of audiovisual advertising production.
  24. Explain the trends in audiovisual advertising production.
  25. Distinguish between an advertising agency and an advertising audiovisual producer and list their functions.
  26. Recognize the work of the Producer and list their functions.
  27. Know the problems surrounding the concept of production.
  28. Define the members of the production team and their functions.
  29. Define the members of the production team and their functions.
  30. Be able to make a technical script based on a literary script, to make production breakdowns and the work plan.
  31. Be able to conceive the appropriate image editing.
  32. Know the recording and editing needs.

 

 

General

Code: 22529
Lecturer responsible:
Cerdà Bañón, Francisco Joaquín
Credits ECTS: 6,00
Theoretical credits: 0,90
Practical credits: 1,50
Distance-base hours: 3,60

Departments involved

  • Dept: Communication and Social Psychology
    Area: AUDIOVISUAL COMMUNICATION AND ADVERTISING
    Theoretical credits: 0,9
    Practical credits: 1,5
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught