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Course description

Competencies and objectives


Course context for academic year 2022-23

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

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 2022-23

Recognize the different film theories.

Distinguish the concepts of realism and formalism.

Know the concept of embodiment.

Recognize and appraise the visual style and the auteur concept.

Identify and apply the concept mise-en-scène.

Distinguish, appreciate and apply the formalistic or realistic use of the images.

Analyze the relationship between form and content.

Be able to write, record and edit a dialogue that breaks the rules of classical discourse.

Be able to write, record and edit an advertising video.

Be able to relate form and content.

Be able to recognize visual metaphors in cinema.

Recognize and value different cinematographic discourses: classical discourse, modern discourse, postmodern discourse.

Understand the role of culture in the development of audiovisual discourse.

Recognize the work of Producer and Executive Producer.

Know the members of the production team and their functions.

Be able to analyze and appreciate the mise-en-scène.





Code: 22529
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