1) Know the key concepts of marketing communication and the main tools of integrated marketing communication.

2) Be able to apply the strategic communication model to advertising and brand activation for brands, projects, causes.

3) Know how to use appropriate media and creativity elements in brand communication.

4) Familiarize with the new trends in marketing and communication; the new positioning of the communication agent.

5) Recognize the need for strategy and creativity in the communication of a brand, project, cause.