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Master’s Degree in Strategic Marketing, Communication, and Brand Innovation

Master’s Degree in Strategic Marketing, Communication, and Brand Innovation

Enrolment open

Modality
In-person
Languages
Catalan, Spanish, English
Duration
1 academic year
Credits
60
Date
October 2026
Shifts
Late afternoon/Evening
Planning
Monday to Thursday, 6:00 PM – 9:00 PM
Places
35
Location
Blanquerna-URL - Plaça Joan Coromines. 08001 Barcelona
Faculty
School of Communication and International Relations

Who is it for?

This Master’s program is designed for graduates and working professionals seeking to specialize in strategic marketing, brand management, communication, and innovation. Whether you come from a background in marketing, advertising, communication, business, design, or technology – or you are already working in consulting, brand management, product marketing, or digital strategy – this program will empower you to advance your career in a highly competitive and constantly evolving environment.

If you choose the Master's Degree in Strategic Marketing, Communication and Brand Innovation, you choose…

A cutting-edge, cross-disciplinary education that blends strategy, data, creativity, and technology.
Theoretical and practical classes delivered with a realistic, professional focus.
Access to a network of industry professionals providing real internship and project opportunities with top companies.
Preparation to lead and manage impactful brands, products, and marketing projects in dynamic environments.
Personalized career guidance and professional support upon completion of the program.

Curriculum (Structure and Modules)

The master’s program consists of 60 ECTS credits, structured into three training blocks plus a Master’s Thesis (TFM) that includes internships.

Block 1: Strategic Marketing (12 ECTS)

Seminar + Marketing Management Simulation (6 ECTS)
Solving a real market challenge combined with a competitive simulation to train key marketing decisions: pricing, market share, distribution, investment, and P&L.
Strategic Marketing (3 ECTS)
Introduction to the fundamentals of strategic marketing: segmentation, positioning, and main growth strategies.
Advanced Market Research, Data Intelligence & Analytics (3 ECTS)
Application of quantitative and qualitative methodologies, use of dashboards, and introduction to predictive models to obtain and interpret market insights.

Block 2: Marketing, Innovation, and Branding (10 ECTS)

Product, Pricing, Go-to-Market and Communication (4 ECTS)
Design of value propositions, definition of pricing models, and development of Go-to-Market strategies that include channels, commercial actions, and communication to launch products and services in the market.
Innovation and Product Development (3 ECTS)
Creation and development of new products and services oriented toward real consumer needs, from conceptualization to initial functional definition.
Strategic Brand Management & Storytelling/Storydoing (3 ECTS)
Strategic brand management based on its essential elements – platform, positioning, and identity – and application to key decisions such as architecture, portfolio, and multichannel coherence. The module integrates Storytelling and Storydoing to strengthen differentiation, relevance, and the brand’s connection with its audiences.

Block 3: Performance and Growth (10 ECTS)

Advanced Digital Marketing, Ecommerce, CRM and AI (4 ECTS)
Digital products, ecommerce, performance marketing, funnels, automation, and AI applied to marketing.
Business Management, Operations and Finance for Non-Financial Professionals (3 ECTS)
Understanding the essential elements of business management for marketing professionals: reading and interpreting the P&L, unit economics analysis, cost structure and pricing models, as well as how operations function and their relationship with commercial and sales processes.
Sectoral Specializations (3 ECTS)
Applied view of marketing in various sectors – FMCG, healthcare, sports, education, services, culture, and emerging areas – to understand how they adapt their strategies, business models, and competitive dynamics.

Block 4: Master’s Thesis (TFM) + Internships + Soft Skills (28 ECTS)

Professional Internships (12 ECTS)
Master’s Thesis (TFM) (12 ECTS)
Leadership and Professional Communication (4 ECTS)

T’ho posem fàcil per tal que puguis accedir als estudis que vols

El pagament dels estudis es fa de manera fraccionada i sense cap tipus d'interès. L'abonament del total del preu s'efectuarà de la següent forma: un percentatge en el moment de la matriculació i una segona i tercera quota al gener i el març.

15% - Descompte Alumni-Blanquerna

Alumni-Blanquerna de qualsevol pla d’estudis associat a una matrícula de pagament prèvia. Només s’ofereix una vegada per a cada tipus de títol diferent on l’alumni es vulgui matricular.

10% a 15% - Descompte a empreses col·laboradores

Empreses amb les quals existeix un conveni de col·laboració formal, sigui de pràctiques o de qualsevol altre model d’associació.

10% - Descompte a institucions universitàries

Professorat, PAS, Estudiants i Alumni d’institucions universitàries amb les quals hi hagi conveni d’estudis/intercanvis, per exemple, Universitat Ramon Llull o Emerson College.

10% - Descompte a col·legis professionals

Amb tots els col·legis professionals amb qui existeixi conveni de col·laboració vigent. S’ha d’acreditar el fet d’estar col·legiat.

Brand Manager or Brand Strategy Manager

Brand Direction, Building, and Management, Definition of brand positioning and platforms; coordination of campaigns and ensuring identity consistency across all touchpoints.

Strategic Marketing and Business Development Manager

Preparation of marketing plans, market and competitor analysis, definition of value propositions, and support to management in decisions related to growth, innovation, and expansion.

Product Manager / Product Marketing Manager

Comprehensive management of the product and service lifecycle: conceptualization, development, go-to-market, pricing, coordination with sales, and performance analysis to optimize results.

Digital Marketing, Performance, and Growth Specialist

Planning and execution of results-oriented digital strategies: ecommerce, funnels, performance marketing, CRM, automation, and application of AI for segmentation, personalization, and efficiency.

Marketing, Innovation, and Data Strategy Consultant

Advising companies on brand strategy projects, product innovation, market research, data marketing, digital transformation, and evolution of business models.

Go-to-Market Specialist / Launch Manager

Design and coordination of market entry strategies, aligning marketing, sales, and operations to define value propositions, channels, pricing, and activation plans that ensure an efficient and high-impact launch.

Companies That Trust Our Master's Students

The internships for the Master's program in Strategic Marketing, Communication, and Brand Innovation take place in top-tier companies, agencies, and consultancies, where students apply their knowledge to real-world projects and develop professional competencies in demanding, interdisciplinary environments.

The School maintains active agreements with a wide network of organizations in marketing, branding, communication, digital, and innovation. These include:

Advertising Agencies and Marketing/Innovation Consultancies
VML, McCann, Ogilvy, BBDO, Accenture Song, Elogia, Morillas, Summa Branding, Folch Studio, among others.
FMCG and Retail Companies
Nestlé, Danone, Damm, Unilever, Henkel, Puig, Mango, Desigual, Bon Preu, Caprabo.
Digital Start-ups and Scale-ups
Glovo, Factorial, Wallapop, Holaluz, Colvin, Heura.
Specialized Entities and Sectors
Innovation clusters and hubs, tech companies, sports institutions, publishing houses, and cultural projects.

The Career and Internship Service supports the student throughout the entire process: identifying opportunities, applications, and follow-up.

Faculty

Dr. Alba Ramírez, Expert in marketing/innovation and Professor at the Blanquerna – URL School of Communication and International Relations.
Dr. Ester Almenar, Consultant and marketing expert; Professor at the Blanquerna – URL School of Communication and International Relations.
Dr. Judit Mata, Managing Director, member of the Executive Committee, and Professor at the Blanquerna – URL School of Communication and International Relations.
Dr. Aleksandra Krtolica, Retail expert, Coordinator, and Professor at the Blanquerna – URL School of Communication and International Relations.
Prof. Marc Rosado, Trade Marketing expert and Professor at the Blanquerna – URL School of Communication and International Relations.
Dr. Núria Serrano, Brand & Creative Strategy Advisor.
Prof. Jaume Peris, Communication expert and Professor at the Blanquerna – URL School of Communication and International Relations.
Prof. Marc Alegre, Digital Marketing expert and Professor at the Blanquerna – URL School of Communication and International Relations.
Prof. Toni Solanilla Ruiz, Professor of International Marketing at Blanquerna and Director of Executive Education at IESE.
Prof. Judith Calzada, Specialist in international marketing, trends, cosmetics, and fashion; Professor at the Blanquerna – URL School of Communication and International Relations.

Guest/Collaborating Faculty

Dr. David Puertas, expert in digital analytics.
Ramon Montanera, Data Strategy Director at Elogia.
Dr. Carmina Fandos, Associate Professor of Marketing at the University of Zaragoza and a recognized expert in services marketing.
Dr. Julio Jiménez, Full Professor of Marketing and Market Research at the University of Zaragoza, and member of the GENERÉS research group.
Jordi Berenguer, specialist in Fast-Moving Consumer Goods (FMCG) marketing (formerly at Unilever, Mars, etc.).
Maria Clara Cano, specialist in strategy and communication in the pharmaceutical sector (Pharma).
Gem Romero, leading professional in brand building and communication strategy.
Dr. Marta Marín, with a solid academic and professional background in branding, fashion communication, trends, and creative strategy design.
Dr. Iolanda Casalà, Head of Effectiveness at McCann Worldgroup Spain & Head of Strategy at McCann Barcelona.
Jordi Sacristán Adrià, former marketing director, with over 25 years of experience in marketing and communication management in corporate, institutional, and public environments.

Application process

To access the master degree and/or university specialization diplomas, you must hold an official Spanish university degree, or a degree from another country in the European Higher Education Area. These studies are also open to students with a degree issued by an education system outside the European Higher Education Area, who do not need to have it approved, provided that the level of training is equivalent to that of an official Spanish degree and that, in the country of origin, the degree gives access to graduate studies. However, admission does not in any case imply the convalidation of the degree or any other type of recognition beyond allowing the student to access master and graduate studies at the University. Furthermore, these courses are open to people who do not have a degree but who, due to their professional or personal background, are considered qualified to take them. In these cases, the degree they will obtain will be a university extension.

Pre-enrollment

Students will pre-enroll online (by accessing Pre-enrollment | Blanquerna or the pre-enrollment option for each course). You can also pre-enroll in person at the School. During the process, the candidate must submit the required documentation:

ID card, passport or NIE residence card.
CV

There is no charge for this procedure. When the pre-enrollment process has been completed, you will obtain a receipt with pre-enrollment details and a pre-enrollment code (CIB).

Admission

When pre-enrollment has been completed, the candidate will be offered a date for an interview with the director and/or coordinator of the master degree, who will assess their suitability and resolve any doubts they may have about the course for which they are enrolling. For the selection of candidates the following will be taken into account:

Academic transcript
Personal interview
Professional experience

Once the assessment is complete, the student will be informed of the result of the interview and how to enroll, if admitted. Once admission has been confirmed, the candidate will have to pay €100 as a reservation fee, using the same application via which pre-enrollment was processed. This amount will be considered a reservation fee and will be deducted from the total price of enrollment when it is formalized. Payment is by credit or debit card using a secure, confidential process. The amount paid as a reservation fee will not be refunded under any circumstances, unless the course is canceled.

Enrollment

Enrollment is the final step in the procedure to access the master degree. Students will be informed individually of the enrollment date. When enrollment is complete, with payment of the corresponding fee, the student will have definitively secured a place. If the student leaves the course, the enrollment fee will not be refunded in any case. The School reserves the right to cancel any courses for which the required minimum number of enrolled students has not been reached. In this case, the amount paid for enrollment will be refunded in full.

Documentation to be provided:

Certified photocopy of the degree certificate or certified photocopy of the university studies completed.
Official academic certification (list of subjects studied with their grade).
Current account number for direct debit.

When students enroll, they will have two business days to pay the total cost of enrollment, by bank transfer, credit card or barcode. Studies can be paid in installments, without any interest, by bank transfer. If payment by installment is selected, students will have two business days following completion of enrollment to pay 33.3% of the total cost of the enrolled credits, using their chosen form of payment; this payment cannot be made by direct debit. The remaining 66.4% is split into two monthly installments, in January and March, payable by direct debit using the bank account number provided upon enrollment.

Master degrees in Entertainment Television Programs and in Music and Sound for Gestmusic Entertainment Projects can split payment into 5 installments (50% enrollment fee, 15%, 15% and 10%, 10%). The first receipt is paid at the time of enrollment by bank transfer and the rest is paid in installments from November to February by direct debit.

School alumni are given a 15% discount on the enrollment fee (non-cumulative discount). Distinctions obtained in the fourth academic year of the bachelor degree are not eligible for a discount in own master degrees and graduate studies. Prices are updated each academic year. Once enrollment is complete, the amount paid will not be refunded under any circumstances.

When a student enrolls, a contract for the provision of teaching services is formalized between the student and the Blanquerna Foundation, which is legally binding from the time of payment. Payment includes the corresponding insurance and, for students under the age of twenty-eight, compulsory academic insurance. If a student declines to take up a place, he/she will lose in full any amount he/she has paid. The student accepts the rules for the use of computer services established by the Blanquerna Foundation. The student's personal data will be included in an automated file under the responsibility of the Blanquerna Foundation, so that this contract can be maintained and fulfilled. Students should note that their data may also be used to inform them about the future activities of the Foundation, or for the institution to send them publications. In accordance with the provisions of Organic Law 15/1999 on the protection of personal data, students have the right to access their data to update, rectify or cancel them, or object to their use, by sending a letter, indicating which right they want to exercise.

This section is a summary of the general conditions for enrollment. It is only for guidance and therefore has no contractual value. In the event of any discrepancy, the provisions of the general conditions for enrollment specified in the receipt generated at the time of enrollment will prevail; this receipt formalizes the contract between the student and the Blanquerna Foundation; students can consult it on the intranet whenever they wish.

Foreign students

The School reserves the right to ask candidates with qualifications obtained outside the EES for a letter from their university, embassy or consulate to certify that their studies enable them to pursue a master degree or graduate studies. Students are responsible for having all the official documentation necessary for their stay in Spain while studying at the School. Applicants can ask for a pre-acceptance document attached to the pre-enrollment receipt to initiate applications for visas or scholarships or carry out any other administrative procedure. Under no circumstances does this document guarantee a place if all the access and admission requirements are not met. Once applicants have been accepted and enrollment is complete, they can request a letter of admission from the Academic Secretary, if required, by paying the corresponding fees.

Scholarships and grants Blanquerna

Alumni discount for master's degrees and own degrees

Former Blanquerna graduate students have a 15% discount on the tuition fee for any master's degree and degree from the same faculty.

Open

Carolina scholarships

Doctoral scholarships offered by the Carolina Foundation for the training in Spain of graduates who are nationals of a member country of the Ibero-American Community of Nations, with academic or professional ability backed by an excellent resume.

Banc Sabadell financing

Banco Sabadell offers financing for all or part of school courses, university studies, language courses, a specialization course or attending a seminar, as well as related expenses, such as material, stay or transfer. With the possibility of starting to return the money at the end of the training.

Open

Tripartite Foundation funding

Companies have a credit to finance the training of their workers which is made effective through bonuses in the Social Security contributions paid by companies.

Open

Empreses que confien en el nostre alumnat de màster

Les pràctiques del Màster en Màrqueting Estratègic, Comunicació i Innovació de Marca es realitzen en empreses, agències i consultories de primer nivell, on l’estudiant pot aplicar els coneixements apresos en projectes reals i desenvolupar competències professionals en entorns exigents i interdisciplinaris.

La Facultat manté convenis actius amb una àmplia xarxa d’organitzacions dels sectors del màrqueting, el branding, la comunicació, el digital i la innovació. Entre elles s’hi inclouen:

Agències de publicitat i consultores de màrqueting i innovació
VML, McCann, Ogilvy, BBDO, Accenture Song, Elogia, Morillas, Summa Branding, Folch Studio, entre d’altres.

Empreses de gran consum i retail
Nestlé, Danone, Damm, Unilever, Henkel, Puig, Mango, Desigual, Bon Preu, Caprabo.

Start-ups i scale-ups digitals
Glovo, Factorial, Wallapop, Holaluz, Colvin, Heura.

Entitats i sectors especialitzats
Clústers i hubs d’innovació, empreses tecnològiques, institucions esportives, editorials i projectes culturals.

El Servei de Pràctiques i Orientació Professional acompanya l’estudiant en tot el procés: detecció d’oportunitats, aplicació i seguiment.

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