Calendar Schedule

A detailed schedule for the course sessions will be presented on the first day of class and will also be available on the course Virtual Campus. There, students will find the teaching materials that the instructors consider appropriate, together with the information needed to follow the course properly. If the teaching format has to be changed for reasons of force majeure, in accordance with the decisions of the competent authorities, the teaching staff will inform students of any changes to the course schedule and teaching methods.

The face-to-face part of the course is organized into lectures, seminars, practical sessions and tutorials.

Lectures: sessions introducing the main concepts of art direction, advertising graphic design and visual communication, supported by the study of the recommended bibliography.

Seminars: individual or group work sessions focused on case analysis, creative problem-solving and the conceptual development of the assignments.

Practical sessions: specific exercises and activities aimed at developing the core skills of the course, especially ideation, visual composition, layout and the graphic development of advertising pieces.

Tutorials: monitoring and feedback on the work developed throughout the process, from the initial concept to the final presentation of the pieces.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

This course follows a continuous assessment system and does not provide for a single-assessment system.

The course includes the following assessment activities:

A. Written test on art direction (10%).

B. Six practical pieces in which students must demonstrate their knowledge, skills and attitudes through specific tasks (90% of the final course grade). These activities are listed in the assessment activities table.

Reassessment process

Students will be entitled to reassessment if they have been assessed on a set of activities accounting for at least two-thirds of the total course grade.

All assessment activities are eligible for reassessment.

Not assessable

Students will be awarded a “not assessable” grade if they have not submitted assessment activities accounting for at least two-thirds of the total course grade.

Second enrolment

Students taking the course for a second time may complete a single synthesis assessment consisting of the submission of the activities or rubrics not passed in the previous academic year.

The final course grade will correspond to the grade obtained in the synthesis assessment.

Plagiarism, irregularities and use of AI

Any irregularity in an assessment activity, including academic fraud, plagiarism or improper use of AI, unless such use has been expressly authorized in the course guide, that may lead to a significant change in the grade will result in a mark of 0 for that assessment activity. If the course guide establishes that a minimum mark in that assessment activity is required to pass the course, or if several irregularities occur in assessment activities within the same course, the final course grade will be 0. In addition, disciplinary proceedings may be initiated against any student who commits such irregularities.

In this course, the use of Artificial Intelligence (AI) technologies is permitted only for the generation of photographs, mock-ups or illustrations. Students must clearly identify which parts have been generated using these technologies, specify the tools used, and include a critical reflection on how they have influenced both the process and the final outcome of the activity. Failure to disclose the use of AI in an assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty in the activity grade, or more serious sanctions in severe cases.

Any student suspected of submitting work generated by AI, produced by other people or copied; including unattributed AI-generated content; or falling outside the permitted uses may be asked to provide preliminary work or other materials demonstrating that the work is original and the result of their own authorship. They may also be asked to explain or justify their work separately. The teaching staff may also use AI-detection systems or carry out any verification procedures they deem appropriate. If irregularities are detected after review, the work may be awarded a mark of zero and the student may be subject to further disciplinary measures.

Assessable activities

Students will work in creative teams of three, following an advertising agency model. Practical design activities will take place in class using physical materials (paper, pencil, pen), and will serve as the basis for the assignments (briefings 1-6).