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Course description

Competencies and objectives


Course context for academic year 2018-19

In the academic context have to contextualize Art Direction into COMMUNICATION IN ADVERTISING AND PUBLIC RELATIONS. Where share space with other subjects:

Tools for Graphic Design.

Advertising Posters.

Print and Digital Production.

Advertising Photography.

Creative Strategy and Conceptualization.

Advertising Writing.

New Advertising Formats

All of them are taught in the Advertising and Public Relations Degree, belonging to the Faculty of Economics of the University of Alicante.

In the professional context the Art Director assumes his/her role into different companies at different levels with a common denominator: establishing the aesthetic and conceptual parameters in order to transmit a message to a specific target. 



Course content (verified by ANECA in official undergraduate and Master’s degrees)

UA Basic Transversal Competences

  • CGUA2 : Be able to use basic ICT tools at user level.
  • CGUA3 : Be able to express oneself correctly in one of the two official languages of the Region of Valencia (Spanish or Catalan) in the discipline concerned.


General Competences:>>Instrumental

  • CG1 : Capacity to analyse and synthesise.
  • CG8 : Basic computer skills.
  • CG9 : Decision making.


General Competences:>>Interpersonal

  • CG10 : Ability to work in interdisciplinary teams.


General Competences:>>Systematic

  • CG17 : Capacity to create new ideas (creativity).


Specific Competences:>>Knowledge (theoretical)

  • CES23 : Understand the processes for preparing and analysing advertising messages and their codes.
  • CES25 : Understand how creative departments work: writing, art direction and production.


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.
  • CE49 : Master the resources and skills needed to design commercial and non-commercial campaigns and promotional activities.




Learning outcomes (Training objectives)

No data



Specific objectives stated by the academic staff for academic year 2018-19

1.1. Cognitive Objectives.

- Suggest new aesthetic forms of expression that seek innovation, differentiation and novelty. Analyze the expression of each media and propose suitable alternatives for the audience.

- Understand the necessary synergy that must exist between "creative writing" and "art direction".

- Understanding the cognitive processes that transform an idea into a communication service.

1.2. Instrumental Goals.

- Work on projects with the proper software.

- Know and use the relevant words for explaining the results.

- Recognize a communication problem and generate solutions that uses graphic or visual expressions.

- Knowledge of the main software used for design and communication.

- Knowing how the creative department of an organization works.

- Understand the art director´s role, its interrelation with the copywriter and creative direction as well as the need to establish effective working synergies between all personnel involved in the messages creation.

1.3. Attitudinal Objectives.

- Understanding and synthesize content from different fields of knowledge.

- Integrate knowledge on media and the specific needs of a product, service or idea.

- Decide, comprehensively and critically, between different options. Learn to assess and measure post-decision results.

- Understanding how the creative department of an organization works on communication.

- Ability to propose communication activities and their implementation in the field of persuasive communication and public relations.

- Ability to graphically express creative ideas.





Code: 22533
Lecturer responsible:
Credits ECTS: 6,00
Theoretical credits: 0,90
Practical credits: 1,50
Distance-base hours: 3,60

Departments involved

    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