Interuniversity Master in Mobile Communication and Digital Content

Master's file

Justification

The traditional media sector has faced a perfect storm in the last decade in which various forms of crisis converge: financing, content formats, advertising investment, management models, business models, etc. The development of digital media and content (online, on dedicated devices and / or mobile devices) poses, in this context, relevant challenges for the future of institutions (the media) and professionals (journalists, advertisers, communicators ...) whose social relevance is beyond doubt.

According to the latest Report on the Information Society in Spain (2013), two out of three users of information and content already access them through digital devices. Almost half the time that the average user spends daily on content consumption does so through mobile digital screens and in 2012 Spain became the EU country with the largest fleet of advanced mobile devices. Paradoxically, the period of greatest demand for content (news, entertainment, social connectivity) is also the period of greatest indefiniteness of business, business and media management models.

In short, all communication actors must adapt to the digital environment: companies, professionals, users, advertising agencies, etc. In this process of transformation, the ecosystem of mobile communications plays an increasingly important role as an enhancer of processes initiated in the conventional Internet (integration of content and social networks, the rise of the economy of personal information) and as an engine for specific transformations. (personalization, geolocation, new distribution channels, new business models, etc.).

The changes derived from the digital environment thus represent, on the one hand, an outstanding research territory and, on the other, a specific training field beyond the traditional communication structures and formats that constitute the bulk of the degree training offer in this field .

At the same time, the digital environment, with its characteristic versatility and affordable costs, sets a horizon with high potential for experimentation, innovation, self-employment and entrepreneurship.

Competencies

In addition to the general competences of the Interuniversity Master's Degree in Mobile Communication and Digital Content that are typified in the Spanish Qualifications Framework for Higher Education, the following are specific competences of the degree (CET):

• Know and understand the nature, evolution and context of the productive actors of the digital content ecosystem.
• Analyze and contextually apply the distinctive features of the new digital content formats, their business models and distribution channels, as well as their integration with other formats and platforms.
• Know and understand the nature and evolution of digital content in the mobile communication ecosystem: its actors, formats, structures and consumer scenarios.
• Understand and analyze the current transformations of the strategic, advertising and brand communication system derived from the development of the digital and mobile environment.
• Know and creatively apply the technological contributions of mobility to innovation in digital content.
• Assume the strategic value of the management of personal information in the implementation of services associated with digital and mobile content, as well as its application to business and dissemination control models.
• Know and evaluate the creation and dissemination environments (platforms) for mobile content as well as the tools, processes, resources and costs involved.
• Differentiate and effectively use current tools and software for editing, post-production and dissemination of digital content.
• Delimit, analyze and expose with scientific rigor processes, phenomena and cases in the field of new digital content and mobile communication.
• Understand, evaluate and discuss relevant experiences in the development of projects and services for mobile digital content.

Graduation profile

The graduate student will have specialized knowledge on (a) the digital content market (structure and transformation of the content industries from the development of digital and mobile communications, new players, business models, distribution channels, new advertising models, regulatory framework, etc.), (b) new content formats and creative strategies (transmedia integration, multiscreen, integration in social networks, etc.) and (c) tools and technologies (languages, platforms and tools for creating digital content with special attention to mobile devices) as well as new technologies for the added value of digital content (geolocation, augmented reality, profile management, targeted advertising, etc.). This profile enables entrepreneurship in communication, integration into digital media teams and research in digital content and culture.