Creativity and innovation for media executives

Why you should join this program (Objetivo):

The course of Innovation and Creativity for Media Executives is designed for Media and Entertainment executives to stay up to date with the latest industry trends through the experience of prestigious professionals who are leaders in their fields.

To navigate this complex and fast-evolving landscape, media executives need more than just digital skills. They need a strategic mindset that blends business acumen, creative leadership, and innovation methodologies.

A course specifically designed for media decision-makers can empower them to:

• Spot and capitalize on emerging trends
• Lead creative teams through change
• Harness AI and data ethically and effectively
• Redesign business models with audience-centric innovation
• Drive transformation while protecting editorial values and brand identity

The Programme (Programa):

Join excellence with our course. Through theoretical sessions and practical challenges, participants will acquire essential knowledge on content creation and strategy development in digital media environments, communication and creative agencies, platforms, and digital entertainment production companies.

Methodology (Metodología):

The 30-hour course combines socratic Master Classes and practical challenges guided by our top professors.

The program takes place on UFV’s Madrid Campus and includes visits to local agencies as Prodigioso Volcán and Netflix-Secuoya Studios.

Admission process and fees (Admisión e inscripción):

The admission entails a 3-step process:

1. Participants complete and submit the online application.
2. The Program emails the participant to acknowledge receipt and provide further details on program dates, acceptance letter for Spanish Visa and bank details to submit payment.
3. The participant pays the program fee. This is an essential requisite to access and participate in the program.

– Fees
General fee: €5,900
Early Bird fee: €5,150

Payment is required before the program begins and includes all academic materials, round-trip transportation from a central location in Madrid to the Campus -as well as for all visits included in the program- and lunches. It does not include accommodation and travel costs.

– Payment Details
We accept payments by credit card or wire transfer.
After the payment, the student must send the proof of payment to the email foco@ufv.es in order to complete your registration.

– Admissions Requirements
The Admissions Committee admits qualified candidates on a rolling basis as places become available. UFV School of Communication’s Formación Continua (FOCO) programs have their own requirements, and all admissions are under the supervision of the Admissions Committee. In general, participants should have at least 5 years’ work experience. Although there are no formal educational requirements, admission is based on professional achievement.

– Cancellation Policy
Cancellations received within 20 days of the program’s start date are subject to a payment of 25% of the program tuition. UFV reserves the right to cancel the current edition or modify dates up to 20 days prior to the scheduled start date. Under no circumstances is UFV responsible for any travel expenses incurred. Participants should consider purchasing travel insurance including cancellation coverage to protect against the unlikely event that the program is cancelled or their own inability to attend for personal or professional reasons.
Cancellation requests received within 3 calendar days of the program start date as well as those received during the program are subject to full payment of the program fee.

Key trends in E&M industry
Professor: Jaime Ondarza

– Negotiation and Commercial Strategy.
– Going global: Trends and cultural challenges.

Innovation and Strategy workshop
Professor: Pedro Sigaud
– Redefining strategy in the creative industries and gain competitive advantage.
– Developing innovative products in the sector and gaining competitive advantage.

Reshaping advanced AI models for Media
Professor: José Gutiérrez Cuéllar
– Searching for the goal-based audience segments for hyper-personalization.
– How to integrate data insights and content production into the workflow and brand guidelines.

AI can help you to survive
Professor: Luis Martín Pérez
– The Smart Leap: Integrating AI to stay ahead in business.
– How can you ensure AI tools & search engines accurately represent and communicate your brand?

Storytelling for content creation
Professor: José María Caro
– Creative strategy trends into global OTT platforms. How about MENA?
– Storytelling, Arabic culture and global culture.

Breaking the limits of creativity at innovation
Professor: Jorge Martín-Luengo
– Is everything already created? Redefining creativity to meet brand demands.
– From pixels to plot: Using technology to elevate storytelling.

Content creation and distribution: The new age of digital entertainment
Professor: Javier Matallana
– Exploring new ways for digital entertainment: CTV and targeting audiences.
– How to adapt your content strategies to Social Media.

Merging creativity and production for international content.
Professor: Brendan Fitzgerald
– Dream big: Building spaces in Madrid for global stories.
– Visit to Netflix-Secuoya Studios.

More than a paywall: Content strategies for fragmented audiences
Professor: Rocío Dalton
– Targeted content, tangible returns: Monetization strategies for niche Media audiences.
– Failure tolerance for achieving success in the Digital Era.