Competencies and objectives


Course context for academic year 2022-23

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 Degree of Advertising and Public Relations belonging to the Faculty of Economics of this University. Art Direction is a subject very close to conceptualization and graphic realization subjects such as Production in Print Media and Tools for Graphic Design, as well as with Advertising Poster.

In the professional framework, the Art Director assumes his functions within the communication sector in companies of different scope. But with a common denominator, establish aesthetic and conceptual parameters in order to transmit a message to certain audiences with a characteristic aim. As a previous step to the development of the professional work of Art Direction, within the professional career it has been historically normal in the communication agency, that the subject has gone through the previous work experience of graphic designer. This usually gives a technical vision that is complemented by the macro vision of the Artistic Direction.



Course content (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2022-23

UA Basic Transversal Competences

  • CGUA2 : Ser capaç d'utilitzar com a usuari eines bàsiques en TIC.
  • CGUA3 : Ser capaç d'expressar-se correctament en una de les dues llengües oficials de la Comunitat Valenciana (llengua catalana o llengua castellana) en l'àmbit de la seua disciplina.


General Competences:>>Instrumental

  • CG1 : Capacitat d'anàlisi i síntesi.
  • CG8 : Destreses informàtiques bàsiques.
  • CG9 : Presa de decisions.


General Competences:>>Interpersonal

  • CG10 : Habilitat per a treballar en un equip interdisciplinari.


General Competences:>>Systematic

  • CG17 : Capacitat de crear noves idees (creativitat).


Specific Competences:>>Knowledge (theoretical)

  • CES23 : Coneixement dels processos d'elaboració i anàlisi dels missatges publicitaris i els seus codis.
  • CES25 : Coneixement del sistema de treball dels departaments creatius: redacció, adreça d'art i producció.


Specific Competences:>>Professional (practical)

  • CE35 : Capacitat i habilitat per a donar forma creativa al missatge.
  • CE36 : Capacitat i habilitat per a la creació, disseny i desenvolupament d'elements gràfics, imatges, símbols o textos.
  • CE49 : Domini dels recursos i habilitats per a dissenyar campanyes i accions de comunicació tant comercials com no comercials.




Learning outcomes (Training objectives)

No data



Specific objectives stated by the academic staff for academic year 2022-23

1.1. Cognitive goals

Propose new aesthetic forms of expression that seek innovation, differentiation and novelty. Analyze the expressive forms of each medium and propose suitable alternatives to each audience.

Understand the necessary synergy that must exist between creative writing (content decisions) and art direction (decisions about the expressive form of the message).

Know the processes that transform a cognitive idea into an idea at the service of communication. Knowledge of theories, aesthetics and composition, which determine the formal configuration of the messages.

1.2. Instrumental objectives

Carry out the work with the appropriate software.

Know and use in a pertinent way the slang of the Art Director regarding the image, illustration, composition and final production.

Recognize the relevant information of a communication problem to generate solutions that affect the expressive graphic or visual form.

Integrate knowledge about the public, the supports and the specific communication needs of a product, service and idea in the elaboration of the expressive form of communication messages.

Knowledge of which are the main computer programs used in the design of communication messages.

Know the functioning of the creative department of an organization that operates in or needs communication and its relationship with the client.

Understand the roles of the art director, his interaction with the copywriter and creative direction and the need to establish effective work synergies among all the staff involved in creating the messages.

 1.3. Attitudinal objectives

Understand reason and synthesize content from various fields of knowledge.

Integrate knowledge about the public, the supports and the specific communication needs of a product, service and idea

Decide, comprehensively and critically, between different options. Know the methods of aesthetic decision making. Know how to value and measure the results after decision-making.

Know the functioning of the creative department of an organization that operates in or needs visual communication.

Ability to propose communication actions 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