General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Julen Iztueta Olaizola

Teaching languages

  • Spanish


Basic skills
  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E9. Apply technological tools for the use of business resources through Marketing.

  • E14. Apply the knowledge acquired to the management of digital communities.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • G3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • T4. Master computer tools and their main applications for ordinary academic and professional activity.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


The course offers an introduction to the basics of graphic design as well as basic knowledge of Illustrator and Photoshop. The student will be able to apply the methodological and formal tools in a central project and in brief practical activities during the course of the asignatura.


Learning outcomes

  • To place the discipline of graphic design in the historical context.
  • Understand the fundamentals and basic concepts of graphic design.
  • Get basic knowledge of Illustrator and Photoshop.
  • Be able to understand, manage and communicate the keys to a graphic design project.

Working methodology

MD1.Master class: explanatory sessions based on the teacher's explanation.
MD2. Conferences: face-to-face sessions in which various specialists present their experiences or projects.
MD3. Presentations: multimedia formats that support face-to-face classes

MD5. Seminars: face-to-face format in small work groups. These are sessions linked to the face-to-face of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
MD6. Debates and forums: face-to-face or online conversations.
MD7. Case studies: dynamics that start from the case study, which serve to contextualize the student in a specific situation. The teacher can propose different activities, both individually and in groups among their students.

MD9. Solving activities and problems: non-contact activity dedicated to solving practical exercises based on the data provided by the teacher.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.


  • Introduction to the history of graphic design; relevance, link and function of this discipline in different historical and cultural contexts.
  • Fundamentals of graphic design;
    • Shape, color, texture, composition,
  • The text and the image
  • Documentation and analysis; work methodologies 
  • The keys to the process of creating and managing a brand
    • Brief, Design Thinking, Identity Manuals,…
  • Basic knowledge of Illustrator and Photoshop

Learning activities

  • Individual activities in the classroom and at home.
  • Group activities.
  • Project of the subject and oral presentation.

Evaluation system

  • 20% corresponding to activities and practices
  • 40% project of the subject
    • 30% project
    • 10% presentation
  • 30% final exam
  • 10% portfolios 



JULIER, G. (2010). The culture of design: Editorial Gstavo Gili.

LUPTON E. AND COLE PHILLIPS J. (2016). Graphic Design; New foundations. Barcelona: Editorial Gustavo Gili.

MOOTE, I. (2014). Design Thinking for Strategic Innovation: Active Business.

SATUÉ, E. (2012). Graphic design; From the origins to today: Alianza Editorial.

SPARKE, P. (2010). Design and culture. An introduction from 1990 to the present: Editorial Gustavo Gili.