Dades generals
-
Curs acadèmic:
- 2026
-
Descripció:
- L’assignatura analitza els fonaments, les aplicacions i les implicacions de la intel·ligència artificial generativa en la creació de continguts digitals. S’hi estudien models de generació de text, imatge, àudio i vídeo, així com les seves aplicacions en màrqueting, comunicació i creativitat empresarial. Es treballen competències vinculades al disseny de prompts, l’avaluació crítica dels resultats, la integració en fluxos professionals i la consideració d’aspectes ètics, legals i de propietat intel·lectual.
-
Crèdits ECTS:
- 6
-
Professor responsable:
- Pablo Zuloaga Betancourt
Grups
Grup A
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Durada:
- Semestral, 2n semestre
-
Professorat:
- Pablo Zuloaga Betancourt
-
Idioma de les classes:
- Anglès (100%)
Competències
- 4E- Crear i establir la identitat i la imatge de marca dels productes
- 9E- Identificar les variables que generen valor en el mitjà online per planificar i controlar la informació empresarial a Internet, aplicant tècniques de recollida de dades online
- 12E- Definir l'estratègia de comunicació i relacions públiques
Continguts
1. Generative AI Fundamentals and Prompting.
2. Text and Copywriting with AI.
3. Web, Apps and Creative Prototypes with AI.
4. Image Generation and Visual Direction with AI.
5. Generative Video and Social Content with AI.
6. Audio, Voice, Music and Jingles with AI.
7. Integrated Campaign with Generative AI.
Activitats
|
Tipus d’activitat |
Hores amb professor |
Hores sense professor |
Hores virtuals amb professor |
Total |
| Elaboració individual de treballs |
5,00 |
23,00 |
0
|
28,00 |
| Prova d'avaluació |
2,00 |
12,00 |
0
|
14,00 |
| Resolució d'exercicis |
30,00 |
30,00 |
0
|
60,00 |
| Sessió participativa |
15,00 |
0
|
0
|
15,00 |
| Treball en equip |
8,00 |
25,00 |
0
|
33,00 |
|
Total |
60,00 |
90,00 |
0
|
150 |
Bibliografia
- Phoenix, James. (2025). Prompt Engineering para Inteligencia Artificial Generativa. (1st ed.). Barcelona: Marcombo, S.A. Catàleg
- Entenova Gnosis (2026). Fundamentos de la inteligencia artificial generativa – CCS.: Orbe Formación Catàleg
- Gamboa Cruzado, Javier Arturo (2024). ChatGPT : obte´n el ma´ximo rendimiento a la inteligencia artificial generativa. Paracuellos de Jarama (Madrid): Ra-Ma Editorial Catàleg
- Quispe Cutipa, Walter Arturo. (2026). Propiedad Intelectual en la Era de la Inteligencia Artificial Generativa. (1st ed.). UYCO: Editorial Mar Caribe Catàleg
- Sánchez Palacio, Arturo (2025). ChatGPT y OpenAI: desarrollo y uso de herramientas de inteligencia artificial generativa: RA-MA Editorial Catàleg
- Serra Navarro, David. Procesos especulativos de creación gráfica con inteligencia artificial Catàleg
- Bertolla, Mickae¨l (2025). IA y generacio´n de texto : Comprender y dominar ChatGPT, Gemini, Perplexity, Mistral, Claude. Barcelona: Ediciones ENI Catàleg
- Moreno Martínez, Juan Antonio. Femenía López, Pedro J. (2024). Inteligencia artificial y derecho de daños : cuestiones actuales. Acorde al Reglamento (UE) 2024/1689. Madrid: Dykinson. Catàleg
- Pino, Domingo. (2024). Inteligencia Artificial para Ilustradores y Artistas : Cómo Aprovechar la Tecnología para Potenciar Tu Arte. (1st ed.). Badalona: PARRAMóN PAIDOTRIBO Catàleg
- Fuentes Calle, Arturo. (2025). Fundamentos de la Imagen Digital. (1st ed.). Barcelona: Marcombo, S.A. Catàleg
Avaluació i qualificació
Activitats d'avaluació:
|
Descripció de l'activitat |
Avaluació de l'activitat |
% |
Recuperable |
| Participatory Sessions |
Students will participate in class activities, discussions, feedback processes and creative dynamics linked to the course contents. Assessment will consider the regularity and relevance of their participation, their engagement in the creative process and their ability to connect generative AI practices with marketing and communication situations. |
10 |
No |
| Applied Exercises |
Students will complete several applied exercises throughout the semester, linked to the creative use of generative AI in different formats. Assessment will consider task completion, experimentation and iteration, conceptual and creative application, critical evaluation of outputs and the ability to connect generative AI practices with marketing and communication objectives. |
25 |
No |
| Assessment Test |
Students will complete an individual assessment test on the contents worked on during the first part of the course. Assessment will consider conceptual understanding, correct use of terminology, clarity of explanation, critical evaluation of outputs and the ability to apply generative AI concepts to marketing and communication situations. To pass the course through continuous assessment, students must obtain a minimum grade of 5.0 in this activity. |
15 |
Sí |
| Individual Work |
Students will develop an individual generative AI prototype applied to a marketing, advertising or communication problem. Assessment will consider the relevance of the problem addressed, the clarity and functionality of the prototype, the use of generative AI, the connection with marketing or communication objectives and the student’s ability to explain the process and decisions made. |
20 |
No |
| Teamwork Project |
Students will work in teams to develop and present an AI-generated marketing or communication campaign. Assessment will consider the creative concept, the coherence of the campaign, the quality and integration of the generated pieces, the connection with brand and communication objectives, teamwork and the ability to defend the proposal orally. To pass the course through continuous assessment, students must obtain a minimum grade of 5.0 in this activity. |
30 |
Sí |
Qualificació
ORDINARY CONTINUOUS ASSESSMENT:
Students’ performance will be assessed through the activities, exercises, tests, individual work and teamwork projects carried out during the semester:
• Participatory Sessions: 10%.
• Applied Exercises: 25%.
• Assessment Test: 15%.
• Individual Work: 20%.
• Teamwork Project: 30%.
The Assessment Test and the Teamwork Project will be recoverable, according to the lecturer’s instructions. The rest of the activities will not be recoverable, as they are linked to work carried out during the sessions, creative processes, applied exercises, individual production or continuous assessment processes.
Activities not submitted will be graded as 0. Failure to submit a non-recoverable activity will not necessarily prevent the student from passing the course, provided that the minimum requirements are met and the final weighted average is equal to or higher than 5.0.
If the student does not pass this ordinary assessment, they may take the extraordinary assessment.
ORDINARY SINGLE ASSESSMENT:
• Theoretical-practical final assessment (100% of the grade).
EXTRAORDINARY ASSESSMENT (ON-SITE AND NON-ON-SITE STUDENTS):
• Students who do not pass the ordinary assessment, or who did not take a previous assessment, must complete a theoretical-practical assessment covering all course contents, with a value of 100% of the grade.
Criteris específics de la nota «No Presentat»:
According to Universitat de Girona regulations, the grade “No Presentado” (“Not Presented”) exhausts the assessment call for the purposes established in the UdG regulations on permanence and progression in undergraduate studies.
Avaluació única:
THEORETICAL-PRACTICAL FINAL ASSESSMENT (100% of the grade).
Students who wish to follow the single assessment system (evaluación única) must request it within the period established by UdG/EUM.
*** The deadline to request the change to single assessment for second-semester courses in the 2026-2027 academic year is: 11-02-2027 ***
If single assessment is not requested within the indicated period, the student will remain in the continuous assessment system (evaluación continua).
Requisits mínims per aprovar:
To pass the course, students must obtain a minimum grade of 5.0 in the final weighted average.
In the continuous assessment system, students must also obtain a minimum grade of 5.0 in the Assessment Test and in the Teamwork Project.
In the single assessment system and in the extraordinary assessment, students must obtain a minimum grade of 5.0 in the theoretical-practical final assessment.
Tutoria
Tutoring will be carried out by prior appointment, either on-site or online by videoconference, depending on the student’s needs and the lecturer’s availability.
To ensure proper management and follow-up of requests, tutoring and direct communication with the lecturer must be channelled exclusively through the EUM institutional email address: pablo.zuloaga@eum.es.
Comunicació i interacció amb l'estudiantat
General course communication will take place in class and through Moodle. Students must make continuous and active use of Moodle, as assignments, presentations, materials, instructions, relevant course dates and other information necessary to follow the course will be published on this platform.
To ensure proper management and follow-up of queries, direct communication with the lecturer must be channelled exclusively through the EUM institutional email address: pablo.zuloaga@eum.es.
Assignatures recomanades
- Fonaments de la Intel·ligència Artificial en Màrqueting
Modificació del disseny
Modificació de les activitats:
If an exceptional situation requires changes to the planned development of the course, teaching activities, assessment activities and communication channels will be adapted according to UdG/EUM institutional instructions, while maintaining, whenever possible, the planned objectives, competencies and assessment criteria.