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University master degree in Advertising Strategy and Creativity

Official title

Pre-enrollment open

FCRI MU Estrategia
  • Modality
  • Languages
  • Duration
    1 academic year
  • Credits
  • Date
    October 14, 2024
  • Shifts
    Late afternoon/Evening
  • Planning

    From 6 pm to 9 pm

  • Places
  • Location

    Blanquerna-URL - Plaça Joan Coromines. 08001 Barcelona

  • Faculty

    School of Communication and International Relations

Who is it for?

The university master degree in Advertising Strategy and Creativity is aimed at university graduates who wish to deepen their knowledge of two of the fundamental pillars of advertising. Without losing sight of communicative goals, students will receive specialized training in strategic tools and creative processes, and in using the language of persuasive communication.

Visit the master degree blog
professor i alumna biblioteca

Master degree taught with the support of

Great scope for professional growth

The extensive experience of the School's teaching staff and their permanent contact with career reality have enabled us to constantly update the content of the course

Business communication

Constructing advertising strategies and creative developments

Strategic tools and creative processes

Use of persuasive communication languages and neuromarketing

If you choose the Blanquerna university master degree in Advertising Strategy and Creativity, you choose...

This master degree is among the top five in Spain according to El Mundo.

A guaranteed future career.

  • Compulsory internships in leading companies in the sector.
  • Teachers trained by professionals working in the field of advertising strategy and creativity.
  • Real cases with the support of participating companies.
  • Career guidance at the end of your course with the support of the Blanquerna Alumni network.
noia biblioteca

Key data


employment rate (specific data for master degree, according to AQU)


agreements with companies (general School data)


agreements with international universities (general School data)


Academic information

Professora amb alumnes, seminari FCRI

Training in line with your interests and future career

Students have four options when selecting the 16 credits for the elective subjects:

1- Internships and elective content specific to the master program

2- Internships and advanced research method elective.

3- Internships and elective content from another master program.

4- Elective course in advanced research Methodology and three elective courses worth 4 credits (option without internship)


Master's degree project 10
Compulsory 34
Optional 16
Total 60

First semester
Integrated Marketing Communication and Brand Management Strategies 5Compulsory
Strategic and creative platforms 3Compulsory
Optional credits
Optional credits of the master 4Optional
Advanced research methodology
Rhetoric and writing techniques
Optional credits from other master's programs 4Optional
The management of communication in organizations and the communicative management of crises
Second semester
Strategy and Creativity in Sectorial and Institutional Advertising 5Compulsory
Creativity and languages 3Compulsory
The planner and communication strategies 3Compulsory
Audience analysis and strategic media planning 3Compulsory
Rhetoric and creativity 3Compulsory
Technology as a strategic and creative tool 3Compulsory
Optional credits
Optional credits of the masterOptional
Internship 12
Optional credits from other master's programs 4Optional
The Far East and Latin America
Marketing and cultural events management
International Cooperation and Inequalities
Commercialization and distribution of audiovisual products
Innovation, producction and hipermedia report
Production and graphical, audio-visual and multimedia management
Communication Seminar 6Compulsory
Final Master's Degree Project 10Master's degree project

Internships in Advertising Strategy and Creativity

External internships at companies and institutions are a key part of the learning process. Through them, students have direct contact with the professional world, in which they will be able to apply the knowledge acquired at university. Internships provide the student with an overview of the communication and operating dynamics of the medium, company, or institution where they are receiving work experience. The School has agreements with upwards of 1,200 companies in which students are prepared to enter the working world.

An internship environment fully adapted to your interests and your availability

Based on interviews with students, each academic year we establish new agreements for cooperation with companies and organizations directly related to the professional field of the master's degree. The internship will be customized to the characteristics of each student, taking both academic aspects and availability into account.

Objectives of the internship

  • Learn about the reality of working in the areas of strategic planning and creativity.
  • Apply the knowledge acquired in the course to real cases.
  • Build a network of contacts in the sector.

Internships at the School

  • The bachelor's degree ensures that each student will be able to do an internship within a company in positions related to their sector.
  • Each student will have a bachelor degree advisor who will ensure they comply with the internship's objectives and make the most of the experience.

Where can you do your internship?

Ogilvy, S.A. · BBDO España · SA, Bubblegum · BUM Blasi Urgell i Morales, SL · Carrots Comunicación, S.L. · CP Proximity Barcelona, S.A. · DDB Barcelona, S.A. · DEC BBDO (BBDO España, SA) · Fossil · Innuo · Jirada · McCann Erickson Newno · Poble Espanyol · Rita Wanda · Saatchi & Saatchi Healthcare · Scacs · SCPF · Shackleton Barcelona, S.L. · Slogan · Smartrooms Company · TBWA · Tesubi · Treehouse · Universal McCann, SA · VMLY&R · Wunderman Thompson

Master's Degree Thesis

The final master degree thesis allows you to put the knowledge you have acquired into practice. It involves the preparation of a project, based on an original idea or approach, dealing with a significant aspect of communication, from a professional or research perspective.

With regard to the student's professional track, the final master degree project must be an extension of some aspect of the syllabus (as a project or as a way to contextualize various concepts) or it may be linked to an internship (as an analysis and proposal for improvement). For the research track, the thesis is a project that must be consistent with the research that students intend to carry out for their future doctoral thesis, either by investigating the state of the issue or by applying a particular research method.

For the professional track, the thesis requires students to formulate an innovative project related to professional work in the field studied in the course. As a guide, the project must include at least the following sections:

  • Presentation of the specific topic chosen and justification of its importance, originality and professional relevance; analysis of the environment and opportunities.
  • Objectives.
  • Application of the methodology to a closely defined professional field or analyze the project's strengths and weaknesses.
  • Structure and content of the project to be carried out, definition of the main concepts and arguments.
  • Bibliography, filmography or documentation required for the project.

For the research track, as a guide, the thesis must include at least the following sections:

  • Presentation of the specific topic chosen and justification of its importance, originality and academic relevance.
  • State of the issue.
  • Research problem objectives and/or hypotheses.
  • Method, specifying the subject of study and research techniques.
  • Results.
  • Conclusions.
  • Bibliography, documentation and materials needed for research.

In the final master degree thesis the theoretical and practical foundations studied in project design are applied to methodological analysis and the use of instruments and techniques within the framework of the knowledge society.

The thesis is followed up by means of regular tutorials with the professor supervising it, including final approval of bibliographic research and data collection, discussing the project with the supervisor and writing the text itself.

The thesis will be publicly defended before a panel made up of three professors from the master degree program. The final (numerical) assessment of the thesis is recorded as a single result, based on the oral exam (30%), the evaluation of projects, reviews and reports (60%) and an assessment of attitudes and learning procedures (10%).

Check the procedure for submitting the master's degree thesis here.

Career path

The Master Degree in Advertising Strategy and Creativity opens up a very diverse range of job opportunities.

FCRI M TransformacioDigital

Digital marketing specialists

FCRI MU PeriodismeAvançat

Branded content

fcri stock

Product manager (product definition, communication and sales)

fcri stock

Brand manager (Product and corporate branding)

Digilab: Media, Strategy and Regulation

Generating content through social networks

fcri stock

Accounts department

FCRI MU DireccioArt

Creative department


Media agencies

Branding agencies

Companies that trust our graduates

Alumnes a la Graduació Blanquerna 2019

A direct link to your future career

Our work doesn't finish the moment you graduate. The Alumni department will support you to enable us to achieve an employment rate of 90% of students in the first year after graduation

State-of-the-art facilities at students' disposal

All the services you need while you are at the School




Iolanda Casalà Surribas

Iolanda Casalà Surribas

Responsable estratègica a McCann Barcelona.

Jorge Iglesias Martinez

Jorge Iglesias Martinez

Director de serveis al client a Wunderman Thompson.

Professorat Col·laborador/Convidat

Joan Asensio Barceló

Director a Innuo

Alicia Candida Blanco Gonzalez

Doctora en Màrqueting. Directora del Departament d'Economia i Empresa de la Universidad Rey Juan Carlos.

Miguel Maria Clavero Pérez

CEO de Nivoria

Francisco de Asis Diez Martin

Doctor en Direcció d'Empreses. director del Màster en Direcció d'Empreses de la Universidad Rey Juan Carlos.

Juan Pablo Eslava Gurrea

Expert independent de màrqueting i professor en diverses universitats.

Miriam Julià Rich

Fundadora de Secreto a voces Agency.

Ruben Miramontes Eiriz

Brand Senior Planner & New Business. Director d'estratègia creativa a VMLY&R

Marc Puig Guàrdia

DirCom, publicitari i expert en comunicació institucional

Juan Rey Fuentes

Doctor en Comunicació i Filologia. Professor de la Facultat de Comunicació de la Universidad de Sevilla.

Maria Rosario Sádaba Chalezquer

Doctora en Comunicació. Degana de la Facultat de Comunicació de la Universidad de Navarra.

Application process

University master degrees are official degrees awarded by the Ministry of Education and Vocational Training, in accordance with the requirements of the European Higher Education Area (EHEA) and the guidelines set out in the Bologna Declaration. To access the official master degree, you must hold an official Spanish university degree, or a degree from another country that is part of the European Higher Education Area. Access to master degree studies is regulated by Royal Decree 822/2021, of 28 September.
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.
Students who have a degree in a field other than Communication Sciences (Audio-visual Communication, Journalism or Advertising and Public Relations) will have to complete a supplementary training module equivalent to between 15 and 60 credits, depending on the original degree.

The application process consists of two parts:

  • Pre-enrollment
  • Enrollment


Students can 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
  • Resume

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).​

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 record.
  • 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.


Students who are admitted can choose between two options, depending on whether or not they already qualify for university admission:

  1. Conditional enrollment: This option is available to students who have not yet obtained a bachelor degree and who want to study a master degree at the same time. For conditional enrollment, students need to be enrolled for the pending credits in their bachelor degree. This is subject to a maximum of 9 credits and the bachelor degree thesis. The master degree thesis cannot be graded, and the master degree cannot, therefore, be awarded, until the student has completed the bachelor degree. The student must sign a document accepting the terms of conditional enrollment.
  2. Definitive enrollment
    Enrollment is definitive if the student already meets the requirements for admission.

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, and the corresponding fee has been paid, the student will have secured a place. Course fees are paid in installments without any interest. When students enrol, they will have two business days to pay 50% of the total cost of the credits for which they have enrolled, by bank transfer or using a barcode at the bank; the remaining 50% is split into nine monthly installments, from October to June, payable by direct debit using the bank account indicated at the time of enrollment.
School alumni are given a 15% discount on the enrollment fee (non-cumulative discount). This discount will only apply to students who enroll full-time for all the credits required in the course. Prices are updated each academic year. Once enrollment is complete, the amount paid will not be refunded under any circumstances.​

Students must bring the following documentation with them when they enroll:

  • Certified photocopy of the qualification that gives them access to the course or documentary proof that the relevant document has been requested.
  • Original official academic certificate or certified copy of the bachelor degree transcript.
  • Current account number for direct debit (if payment is to be by installments).

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 formalized 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 EHEA 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 fee.

Contact us

For any doubts or queries about the pre-enrollment or enrollment process, please contact the School's Student Information and Orientation Service [email protected]

We make it easy, so you can choose whatever you want to study

Studies can be paid in installments and without any interest. At the time of enrollment, 50% of the total cost of the enrolled credits is paid. The remaining 50% is split into nine monthly installments (from October to June) payable by direct debit.

Tuition fee

Complete course
Tuition fee per credit
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Committed to quality to ensure an environment of educational excellence

Quality assurance guarantees a learning environment in which program content, learning opportunities, and services and facilities meet established standards.

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Administrative and service staff surveys

Evidence relating to employer satisfaction

Job bank and careers

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Gender perspective

As the European Union points out, gender equality is not only a matter of social justice but also affects the results of teaching and research. Promoting gender equality in research and innovation is one of the European Commission's commitments, and it supports the explicit integration of a gender perspective in Horizon 2020 projects. However, this recommendation is often poorly understood and misapplied. Various documents are presented here with a view to contributing to a better understanding and application of the gender perspective in teaching and research.


Excellence is the future