Graduate Profile
Believe in your passion to imagine universes full of possibilities and turn them into reality!
As a publicist at UCM you will be an integral professional with humanistic, scientific and Christian formation, capable of responding to the problems of the discipline and the environment, through the appropriation, structuring and development of communicative products that, within the framework of the regulations and ethical self-regulation, motivate the public to make conscious decisions that contribute to social and cultural transformation. Translated with www.DeepL.com/Translator (free version)
With our training you will be able to create creative products that excite, persuade and conquer; you will have the ability to generate ideas and impose trends based on the research of target groups, based on strategic communication.
Areas in which you can perform:
The graduate of the Advertising program at the Catholic University of Manizales is a professional with the capacity to work in different areas, such as:
Creative Area
- Creative: intervenes in the stages of the process of realization of communicative products in multiple languages and narratives, ensuring the excellence of the creative product.
- Graphic: performs the graphic (visual) production process for communicative products in print, digital and audiovisual media. Responsible for the conception and management of visual codes required in the graphic stage.
- Copy: conceives and creates the linguistic and semiotic conceptual platform of the messages with their respective support and the verbal content of the messages, scripts and/or scripts.
- Art Direction: elaborates and supervises the creative process of the advertising pieces from pre-production to post-production, taking into account the photographs, typographies and illustrations that must be included in the key visual to be presented to the customer.
Executive Area
- Account Executive: formulates, executes and controls advertising and communication plans; manages, executes and controls the client's budget, advising on the strategic communication process. He supports and argues the campaign before the client. Supervises the development and maintenance of the accounts.
Marketing Area
- Marketing: plans and executes processes of conceptualization, design and execution of advertising strategies. He is an analyst, planner and strategist, immersed in the study of brands, the market and audiences.
Planning Area
- Planner: Collects, researches and analyzes relevant data for the development of communicative products. Analyzes pertinent information of the audiences and the environment in order to get the advertising communication strategy right. Proposes and designs communication strategies in different media, languages and narratives.
Integrated Communications Area
- Integrated Communications: analyzes, proposes and executes integrated communication plans. Proposes communication strategies for different media. Conceptualizes and designs brand communication actions, as well as corporate image.
Entrepreneurship
- The advertising professional is able to create his own company from the perspective of entrepreneurship, whether it is an advertising agency, production company or design studio, and even apply his knowledge in advertising communication for any type of enterprise.
Professional Practice
For the Advertising program, the insertion of its students in the labor and productive world is a differentiating feature that is evident in the development of their internship. Thus, once the student has completed and passed 100% of the academic components from 1st to 8th semester, he/she will be able to perform his/her internship, which has a duration of one academic period.
The objective of the labor practice is to provide students of the Catholic University of Manizales with spaces and opportunities for interaction in different learning contexts, where they can apply the knowledge acquired during their university education, develop professional and personal competencies, and contribute to the intervention of problems in the professional, labor and social fields.
The sectors where students in the program carry out their internships are:
- Business: advertising agencies (ATL, BTL, interactive and digital), television channels, media centers, design studios, museums, mass consumption companies, service providers, among others.
- Social: foundations and NGO's.
- Institutional: educational institutions, corporations, associations and government agencies.
- Entrepreneurship: personal entrepreneurship projects.
Practice scenarios
At the national level, between the years 2013 and 2021, the following Practice Centers are highlighted for the development of labor practices:
Advertising Agencies and Media Centers
- Aldas Brand
- AM Coppiano – Agencia de Publicidad
- Ariadna Communications Group
- CJ Martins – Agencia de Publicidad
- CPC Agencia
- DDB – Doyle Dane Bernbach
- Fantástica
- Geometry Global Colombia
- Glue
- Grupo Zea
- Havas
- Innova Social Marketing
- IPG Media Brands
- JWT
- Leo Burnett
- Lobo Agencia
- Mass Medios
- McCann
- Miguel de Narváez – Música y Producciones
- Melborp
- Milagros
- Mindshare
- Mullen Lowe SSP3
- Ogilvy
- OMD
- Omnicom
- OTL
- PHD
- Pragma Agencia BTL
- Productora Los Notarios
- Publicis
- Resistencia Studio
- Rowell – Agencia de Publicidad
- Saatchi & Saatchi
- Sancho BBDO
- Sístole
- Starcom
- TBWA
- The Juju
- Toro – Love
- Young & Rubicam
Companies
- Adidas
- Bata – Manisol
- Canal RCN
- Caracol Radio
- ETB
- Grupo Éxito
- Kosta Azul
- Mattelsa
- Nissan
- Once Caldas
- Periódico La Patria
- Postobón
- Renault
- Revista Bacanika
- Slide Depot
- Specialized
- Studio F
- Top Tec
Entities and Institutions
- Aguas de Manizales
- Alcaldía de Manizales
- Cámara de Comercio de Manizales
- CHEC Grupo EPM
- Cruz Roja Colombiana
- Efigas
- Gobernación de Caldas
- Gobernación de Risaralda
- Manizales University Campus
- Manizales Cómo Vamos
- Manizales Más
- Museo de Arte Moderno de Bogotá
- Universidad Autónoma de Manizales
- Universidad Católica Luis Amigó, sede Manizales
- Universidad de Caldas
- Universidad de Manizales
Foundations and Social Organizations
- Fundación Luker
- Children of the Andes Foundation
- Fundación Nutrir Manizales
- Fundación Obras Sociales Betania
- Fundación 100% Mujer
Internationally, the practice centers where students of the Advertising program developed their work practices between 2013 and 2022 are:
- Alcatel-Lucent Shanghai Bell Co (Shanghái, China)
- PA Agencia de Comunicación y PR (Buenos Aires, Argentina)
- Josefina Schargorodsky – Estudio de Diseño (Buenos Aires, Argentina)
- Fundación Pequeños Hogares Tandil (Buenos Aires, Argentina)
- Hammer (Buenos Aires, Argentina)
- Comunidad de Hermanas de la Caridad Dominicas de La Presentación de la Santísima Virgen (Alexandría, Brasil)
- McCann Erickson (San José, Costa Rica)
- Raúl Coka Barriga Agencia Asesora Productora de Seguros (Quito, Ecuador)
- DDB (Madrid, España)
- C14TORCE Agency (Barcelona, España)
- Quadrum Digital SCL (Valencia, España)
- Kaizen Group (Valencia, España)
- IO Design Agency (Valencia, España)
- Top Star Remodeling & Contruction (Miami, Estados Unidos)
- Marca Hispanic (Miami, Estados Unidos)
- The Paint Man INC (Miami, Estados Unidos)
- The CuCo Company (Miami, Estados Unidos)
- Ultimate Sound and Vision (Miami, Estados Unidos)
- Agro Research International (New York, Estados Unidos)
- Premier Wheels Direct (Brantford, Canadá)
- Mullen Lowe (Lima, Perú)
- Association J’aime ce Garçon (Paris, Francia)
Social contribution of the program
For the UCM Advertising program, the relationship with the external sector is one of the foundations that make possible the integral formation, since it allows establishing dialogues with the environment, whose impact promotes social and cultural transformations for the city, the region, the country and the American continent.
The relationships that have been established from the Advertising program with different academic, social, business and governmental actors, are subscribed in the substantive university functions of extension, research and teaching. In addition to these functions, the Advertising program has consolidated a series of interdisciplinary academic events, as well as a determined strategy of national and international visibility of its academic community; these are:
- Odisea en Publicidad® UCM
- Odisea en Publicidad® SUMA Manizales
- Odisea en Publicidad® Colombia
- Odisea en Publicidad® Latinoamericana LATAM
- Congreso Nacional Visión&Acción de la Publicidadâ
- Premios Crema de la Publicidadâ
- La Ronda – Tertulias Publicitarias
- Ad-ting “Advertising and Marketing Digital Day”
- Seminario Pre-Práctica
