Abstract:

In the course of 2010/11, the Faculty of Communication Sciences of Nebrija University started a transformation period, on the one hand, adapting its titles to the needs of the sector and, on the other hand, through the empowerment of the most appropriate professional skills nowadays, characterized by the integration of professional profiles, digitalization of the media, messages and communication channels. This change took place in the field of information as well as in entertainment or advertising and was accelerated in 2012 when the Faculty investigated the state of the communication studies in Spain.

Currently, one of the main challenges of the University is the progressive approach to the online learning models. The first title released as 100% online in our Faculty was the master’s degree on Digital Marketing and Advertising, verified by ANECA in May 2011. In order to design the program, two working teams were created: one internal and another one external. The latter made a clear commitment to distance learning, in order to facilitate access to the certification to active professionals who require an updating of their capabilities reducing at the same time the economic cost that a face-to-face master’s degree means, without depreciating the quality of the title.

As a result, in the academic year 2012/13, the first edition of the master’s degree was held 100% online. Two groups were then opened. The first group studied the program in just one academic year. As for the second group, which was managed by the University of Bogotá EAN, the program was divided in two academic years, considering the fact that in Colombia and other Latin American countries master’s degrees last two years.
This year, with the second edition taking place, the two group’s organization has been maintained with a very positive balance: there has been an increase in student’s enrollment of 10% in the first group and almost 400% in the second one. It should also be noted that the diversity of origins of the students is an enriching factor: 40% being Spanish and 60% accessing the Master from Latin American countries.

This said, several aspects facilitate the Faculty to redesign their programs into blended or distance learning, depending on the requirements of each academic degree: Firstly, the research developed; secondly, the successful implementation of the master’s degree; thirdly, the improvement of the university e-learning platform, evolving from Dockeos to Blackboard and finally, the institution’s compromise with the teacher’s formation.

It is important to emphasize that in October 2012, ANECA verified the new Degree in Advertising and Public Relations and the Degree in Journalism. In April 2013, the Master’s degrees on Audiovisual Business Management, Integrated Advertising Administration and Digital Journalism were verified in both modalities, blended and e-learning. In October, the offer was completed, renewing the Degree on Audiovisual Communication, which requires both classroom and blended learning modalities to facilitate the students the acquisition of the more practical skills of this modality and the use of our facilities.

To sum up, the Faculty uses this experience, results as well as the enrollments in the Master’s degree in Digital Marketing and Advertising to upturn the virtualization of its teaching models and share its experience in the area with the rest of the university community in this communication (poster).

Keywords:

Communication, formation, online tearching, e-learning, digital marketing, advertising.