Official master's degree in Strategic Planning in Advertising and Public Relations

Postgraduate level training in Communication and Branding, inter-disciplinary profile integrating knowledge in communication and marketing

Content Official Master's Degree in Strategic Planning in Advertising and Public Relations

Ideal student profile

The ideal student profile for the Master's Degree in Strategic Planning in Advertising and Public Relations is someone with the following traits:

  • General knowledge of Communication Studies and specific knowledge of Advertising, Public Relations and Marketing, with additional interest in other areas of the Social Sciences and the Humanities;
  • Ability to analyse complex data systems and know how to process them mathematically;
  • Ability to communicate research results publicly;
  • Ability to work in teams;
  • Ability to organise and carry out tasks in a limited amount of time;
  • Ability to develop strategic ideas when solving problems.

Basic skills

  • Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.
  • Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  • Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
  • Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  • Continue the learning process, to a large extent autonomously.

Specific skills

  • Identify research problems and apply the most suitable qualitative and quantitative methodologies and tools in studies on communicative phenomena in advertising and PR.
  • Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
  • Analyse market data (competition and brand image) and, in accordance with the advertiser's briefing, design a strategic communication plan.
  • Situate the current problems in the field of communication in their historical context.
  • Analyse the main consumer behaviours.
  • Identify the different strategic communication problems of institutional corporations and non-profit organisations.
  • Design, plan and direct marketing actions in the new scenarios posed by the information society.
  • Design and carry out market research.

Cross-curricular skills

  • Demonstrate systemic, scientific thought, oriented to results.
  • Display familiarity with the literature and adapt available results in order to address new or little-known problems, making innovative proposals.
  • Work in a team, showing respect for the roles of its members (workload, responsibilities, merits, etc.) and its dependencies.
  • Display determination, curiosity and creativity.
  • Develop the ability to evaluate sex- and gender-based inequalities and design solutions