- Bachelor's Degree in
- Communication Sciences with Emphasis on Publicity
- Degree to be obtained
- Bachelor's Degree in Communication Sciences with Emphasis in Publicity
- Academic degree
- Bachelor's Degree
- Duration
- 4 years
- Modality
- In-person and virtual
- Schedule:
- Daily Afternoon y Saturday Morning Session
- Career description
-
Training of professional publicists with values and a high ethical and scientific sense to research, analyze, and direct advertising communication in different media and formats, through the application of innovative advertising techniques and strategies that guarantee the effectiveness of their messages in relation to the target audience.
To develop the contents of the curriculum, various resources, laboratories, and recording studios will be used, as well as the UMG radio station, with advanced technology allowing interaction between students and specialized professional teachers who will present the thematic contents and give the indications to carry out the research work of each course.
- What will you learn during the program?
-
Our curriculum provides a solid grounding in advertising strategy, branding, digital marketing, market research and much more. With the most innovative tools we offer, you achieve the skills you need to excel in this industry in constant evolution.
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AdmissionProfile
The admission profile for an applicant to the Bachelor's Degree in Communication Sciences with Emphasis in Advertising is characterized by a strong inclination towards creativity, both verbal and visual, and an interest in understanding market strategies and social dynamics that impact consumption. Effective writing and communication skills are essential, with the ability to adapt messages to different audiences and contexts. The applicant is expected to be curious about digital and technology trends, aware of their influence on consumer behavior.
Graduate'sProfile
- Has knowledge of information and communication theories, organizational psychology, quantitative and qualitative research methods and techniques, organizational theories, organizational communication, strategic and operational planning in advertising.
- Has the skills to apply the different stages of planning (research, programming, execution, and evaluation).
- Owns a strategic vision to define and promote the mission, vision, objectives, strategies, plans, programmes and projects with the use of the basic technological tools to carry out their work efficiently.
Career Opportunities
Director, coordinator, creator, and producer of advertising campaigns for radio, television, magazines, newspapers, cinema, and new media; head of advertising agencies.
Curriculum
| 1° Ciclo | FUNDAMENTOS DE LA PUBLICIDAD | HISTORIA DE GUATEMALA Y ANÁLISIS DE LA REALIDAD SOCIAL Y ECO | MERCADOTECNIA | ORTOGRAFÍA Y REDACCIÓN | TEORÍA GENERAL DE LA COMUNICACIÓN |
|---|---|---|---|---|---|
| 2° Ciclo | DESARROLLO HUMANO Y PROFESIONAL | ESCRITURA Y CORRECCIÓN DE ESTILO | ESTRATEGIA Y PLANIFICACIÓN PUBLICITARIA | FUNDAMENTOS GENERALES DE LA FOTOGRAFÍA E IMAGEN DIGITAL | SEMIOLOGÍA |
| 3° Ciclo | CREATIVIDAD E INNOVACIÓN EN LA COMUNICACIÓN | FUNDAMENTOS AVANZADOS DE LA FOTOGRAFÍA | INTRODUCCIÓN AL DISEÑO GRÁFICO Y HERRAMIENTAS DIGITALES | TÉCNICAS DE ESTUDIO E INVESTIGACIÓN | TEORÍA E HISTORIA DEL ARTE |
| 4° Ciclo | ANÁLISIS Y PLANIFICACIÓN DE CONTRATACIÓN DE MEDIOS PUBLICITA | MANEJO DE LA CÁMARA DE VIDEO | METODOLOGÍA DE LA COMUNICACIÓN | PRODUCCIÓN DEL DISEÑO GRÁFICO PARA LA COMUNICACIÓN VISUAL | PUBLICIDAD DIGITAL |
| 5° Ciclo | CREACIÓN DE CAMPAÑAS PUBLICITARIAS | GERENCIA DE MEDIOS DE COMUNICACIÓN | LEGISLACIÓN DE LOS MEDIOS DE COMUNICACIÓN SOCIAL | LITERATURA HISPANOAMERICANA | MARKETING DIGITAL |
| 6° Ciclo | ESTADÍSTICA | LITERATURA GUATEMALTECA | PSICOLOGÍA DE LA COMUNICACIÓN | RELACIONES PÚBLICAS | TALLER: DISCURSO Y TÉCNICAS PARA HABLAR EN PÚBLICO |
| 7° Ciclo | EPISTEMOLOGÍA DE LA COMUNICACIÓN | ÉTICA Y DEONTOLOGÍA DE LA COMUNICACIÓN | PRÁCTICA DE PUBLICIDAD | SOCIOLOGÍA Y ANTROPOLOGÍA GENERAL | TRABAJO DE ANTEPROYECTO DE GRADUACIÓN 1 |
| 8° Ciclo | COMUNICACIÓN ETNOLINGÜÍSTICA | COMUNICACIÓN PARA EL DESARROLLO | ECOLOGÍA DE LA COMUNICACIÓN | SEMINARIO: ESTRATEGIAS DE COMUNICACIÓN EN LA GESTIÓN DE PROY | TRABAJO DE INVESTIGACIÓN PARA GRADUACIÓN II, PRESENTACIÓN FI |