Master’s Degree in Integrated Advertising ManagementBBDO&Proximity
The only official Master's Degree that prepares students for maximum departmental performance: Advertising Management from an Integrated Perspective
Companies currently demand professionals with an integrated education, and not so much specialized, polyvalent profiles in which a good base, strategic instinct and the search for innovation and creativity stand out. Professionals who know how to work as a team in the areas of strategic management, content creation and management, and planning
This Master's degree has a high employability for students. The curriculum was modified and approved by ANECA in May 2019, guaranteeing the full updating and relevance of the content taught. The faculty, which, in compliance with the ANECA guidelines in academic terms, has managed to attract a group of professional teachers of the highest relevance and reputation. Nebrija professors also contribute their experience in the labor market and their research profile.
Our key in the training of professionals, with a versatile vision of the market, creating profiles capable of adapting to the needs required by society.
The Master's Degree in Integrated Advertising Management from Nebrija University has achieved 4th position in the 2024 Ranking conducted by El Mundo newspaper, which provides information on postgraduate courses in Spain. This annual ranking serves as a reference guide for postgraduate courses and involves the participation of 750 experts, professors, students, graduates, and collaborating companies. Nebrija University consistently appears in the top positions year after year.
BBDO&Proximity, stands as a leading communication group in Spain and on the global stage, boasting a distinguished history in providing top-tier advertising services, digital and interactive marketing solutions, direct and promotional marketing campaigns, and a range of other specialized communication services.
Taught at an international urban campus in the center of Madrid
Curriculum
BOE No. 65, of March 17, 2014
All our degrees and study plans have been prepared in accordance with the new guidelines set by current legislation, having already been verified by the National Agency for Quality Assessment.
The student must take 60 credits
First Semester 30 ECTS
From October to January, both inclusive- 4 ECTS | Brand creation and strategy: Branding
- 4 ECTS | Integrated creativity
- 2 ECTS | Target, contact points and POEM media management
- 4 ECTS | Account management (Customer and process)
- 4 ECTS | Social Media Strategy
- 2 ECTS | Art design and management
- 4 ECTS | Research, web analytics and efficiency control
- 4 ECTS | Brand content creation (Branded Content)
- 2 ECTS | Professional norms and regulations
Second Semester 30 ECTS
From February to June, both inclusive- 2 ECTS | Production of advertising content
- 2 ECTS | Mobile marketing and new communication trends
- 2 ECTS | Executive and presentation skills
- 4 ECTS | Strategic creative management
- 4 ECTS | Integrated media planning
- 4 ECTS | Strategic creative direction and innovation development
- 4 ECTS | Professional internships
- 8 ECTS | Final research project of the master's degree
Professors
| Profesores Professors | Porcentaje de Doctores Percentage of PhD holders |
| 25 | 70% |
Inés Arranz Rodríguez
Directora del Máster en Dirección de Publicidad Integrada y profesora de Target, puntos de contacto y gestión de medios POEM y Planificación de medios integrada.
Director of the Master in Integrated Advertising Management and professor of Target, points of contact and media management POEM and Integrated Media Planning.
Ana Almagro Martín
Profesora de Diseño y Dirección de Arte.
Professor of Design and Art Direction.
José Aguilar López
Profesor de Habilidades Directivas y de Presentación
Executive and Presentation Skills Professor
Gemma Baron Dulce
Profesora de Investigación, analítica web y control de eficacia
Professor of Research, Web Analytics and Effectiveness Control
María Bergaz Portolés Díaz
Profesora de Planificación de medios integrada
Professor of Integrated Media Planning
Fernando Bonete Vizcaino
Profesor de Mobile marketing y nuevas tendencias de comunicación
Professor of Mobile Marketing and New Communication Trends
Javier Díaz-Masa Gutiérrez
Profesor de Dirección creativa estratégica y desarrollo de la innovación
Professor of Strategic Creative Management and Innovation Development
Marta González Caballero
Profesora de Prácticas Profesionales
Professor of Professional Internships
Carlos Jiménez Narros
Profesor de Trabajo fin de Máster
Professor of Master's Thesis
Sara Larios Talán
Profesora de Creación de contenido de marca (Branded content)
Professor of Branded Content Creation (Branded content)
Irene Martín Soladana
Profesor de Investigación, analítica web y control de eficacia
Professor of Research, Web Analytics and Efficiency Monitoring
Luis Munné García Muro
Profesor de Creatividad Integrada.
Integrated Creativity Professor.
Eglée Ortega Fernández
Profesora de Social media Strategy
Professor of Social media strategy
Elvira María Pacheco Ortega
Profesora de Creación y estrategia de marca (Branding)
Professor of Brand Creation and Strategy (Branding)
Emilio Palomares de Miguel
Profesor de Dirección de cuentas (cliente y proceso)
Professor of Account Management (customer and process)
Amanda Zita Pons Pérez
Profesora de Social media strategy
Professor of Social media strategy
María del Mar Ramos Rodríguez
Profesora de Diseño y dirección de arte
Design and art direction
Francisco Jaime Reyes Sánchez
Profesor de Producción de contenidos publicitarios
Professor of production of advertising content
Juana Rubio Romero
Profesora de Trabajo Fin de máster
Professor of Master's Final Project
Diana Sánchez Serrano
Profesora de Dirección creativa estratégica y desarrollo de la innovación
Professor of Strategic Creative Management and Innovation Development
Celia Sancho Belinchón
Profesora de Diseño y dirección de arte
Professor of Design and Art Direction
Beatriz Sanjurjo Rebollo
Profesora de Normativa y Regulación Profesional
Professional Norms and Regulations Professor
Fernando Toledano Cuervas-Mons
Profesor de Producción de contenidos publicitarios
Professor of Production of advertising content
Patricia Urgoiti Roldán
Profesora de Planificación estratégica: account planning
Professor of Strategic Planning: Account Planning
Angel Zaragoza Garcia
Profesor de Mobile Marketing y Nuevas Tendencias Online
Mobile Marketing and New Communication Trends Professor
More Academic Information
Official Degree:Master's Degree in Integrated Advertising Management
Center responsible:School of Communication and Arts
Branch of knowledge:Social and Legal Sciences
Available places: 45
Type of Education: Classroom attendance
Academic year in which it was implemented: 2013-2014
Languages: Spanish
Duration: 1 year. From October to June
University Services: [+info]
Competences
Specific Competences- Understand and apply the principles and approaches of brand construction/strategy and branding in the field of integrated advertising.
- Develop their creative ability, not only in the specific field of advertising creativity, but also in the process of developing advertising strategies and creation of brand content.
- Control the monitoring and correction systems of the advertising activity to improve customer service in an integrated advertising agency.
- Effectively create and manage the strategic planning of advertising campaigns based on marketing objectives and specific communicative needs of organizations.
- Handle the commercial research methods best suited to the objectives of the advertiser in the field of integrated advertising, know how to measure the results of online marketing and master metrics and web analysis, as well as manage the systems for presenting results and evaluating reports.
- Know and correctly handle the main variables of measurement of results in the off and online environment and effectively use the tools available in the market.
- Understand and apply the model of target contact points and the creation and selection of media in integrated advertising campaigns.
- Acquire and demonstrate a strategic mentality in order to apply it to the selection and creation of supports in media planning.
- Understand and apply the latest trends in the brand-consumer relationship through marketing on mobile devices and new emerging media.
- Acquire, demonstrate and apply the necessary knowledge for the planning of creative strategies of integrated advertising combining channels and off and online tools.
- Understand and apply specialized concepts about social media marketing and the creation of links with the consumer in order to manage brands and improve the reputation and digital identity of firms within the integrated advertising strategy.
- Know and understand the specific fundamentals of the legal system and the regulatory framework, especially the professional self-regulation of advertising.
- Master the necessary managerial skills in business management applied to the integrated advertising environment, such as team leadership, effective communication techniques, meeting management, team integration and delegation of functions.
- Understand the models of content production and its management and know how to apply them to produce the necessary content in an integrated advertising campaign.
- Know how to plan, defend and implement an integrated advertising campaign.
- Apply in a practical way the knowledge acquired in the educational program during the development of the professional activity specialized in integrated advertising.
- Apply the knowledge acquired in the general context of organizations and companies and especially in the construction of advertising strategies and creative developments.
- Solve problems and make effective decisions in situations of a high competitive level and uncertainty, typical of the current communication industries.
- Integrate acquired knowledge and face the complexity of making judgments, based on a limitation of information, including reflections on social, business, economic and ethical aspects.
- Communicate conclusions after analysis and the reasons that support them, in a clear and effective way, both to audiences that are specialized and non-specialized in communication.
- Know how to work in a team effectively in the context of advertising communication.
- Develop the ability of autonomous learning in order to adapt to an environment full of challenges, typical of the field of current advertising communication.
- Apply the skills acquired during the development of the educational program.
Calendar and Schedules
Academic calendar 2024-25 Schedule first semester 2024-25 Schedule second semester 2024-25Access and Admision
Access
As established in article 16 of RD 1393/2007, modified by RD 861/2010, students who meet any of the following conditions may access these studies:
- Have an official Spanish university degree or another issued by an institution of higher education of the European Higher Education Area that grants access to Master's degrees in the country issuing the degree.
- Graduates of educational systems outside the European Higher Education Area will be able to access without the need for homologation of their degrees, after verification by the University that they accredit a level of education equivalent to the corresponding official Spanish university degrees, and that they grant access to postgraduate studies in the country issuing the degrees. Access by this means will not imply, in any case, the homologation of the interested party's previous degree, nor its recognition for other purposes than that of studying the Master's degree.
- In the case of students with Special Educational Needs (SEN), the need for possible curricular adaptations, itineraries or alternative studies will be evaluated.
For this Master's Degree, the Bachelor's Degree or Undergraduate Degree in Advertising and Public Relations, Bachelor's Degree in Business Administration and Management, Bachelor's Degree in Journalism and Bachelor's Degree in Audiovisual Communication will be especially valued.
In addition to the legal requirements, the university requires the student to pass its own entrance tests, the Admission Exams.
The admission process to the Master's degree begins by sending the following documentation by post or courier to the Postgraduate Admissions Section:
- Completed Admission Application
- Updated Curriculum Vitae
- Photocopy of the DNI (only Spanish candidates) or passport (only foreign candidates)
- Photocopy of the Academic Record/Transcript (complete or in the last year studied of the university degree)
- Two color passport-size photographs.
Once the documentation has been received and it has been verified that the submitted degree grants access to the Master's degree, as established in arts. 15 and 16 of Royal Decree 1393/2007, the candidates take the proficiency test of their chosen program, whose execution is handled by the Department of University Development. This test is carried out in person in Madrid and in different Spanish cities and, additionally, it can also be taken remotely (online).
The proficiency test, which aims to analyze the student's abilities to complete the Master's program, assesses the candidate's profile and abilities, so it does not require prior preparation and allows the student to receive more extensive and personalized advice on their academic and professional options. This proficiency test consists of two parts: the first is an aptitude test with which the maturity of the student is evaluated, and the reasons that lead him/her to study with us are analyzed. The second is a specific test for the chosen program.
Once the different phases of the admission tests have been completed, the candidate has a personal interview with the Master's Degree Coordinator, who makes a report on the candidate's skills profile, their maturity, their personal interest in the Master's degree, and their suitability for the degree, which is attached to the file to be studied by the Admissions Commission. In the case of taking the written tests remotely, the personal interview will be carried out via videoconference.
Once the admission tests have been completed, the Admissions Commission, made up of those responsible for the Department itself, the Registrar's Office and the Department of University Development, analyzes the results and the documentation submitted by the candidate, and approves or rejects the application. The candidate receives written information about their admission, which is carried out by telephone, about the result of the admission process and about the formalization of their enrollment in the Program, what final documentation that must be submitted, duly legalized, etc.
The weighting of these admission tests is specified below:
- Academic Record of previous studies: 50%
- Aptitude test: 20%
- Admission test to the master's program: 30%
Employability
Career Opportunities
The teaching staff at the School of Communication and Arts is made up of professionals from each field of specialization, who carry out a teaching method based on the conviction that what we learn, we learn by doing it.
Integration with the profession is based on the incorporation of professionals as associate professors who support each program, in a teaching methodology inspired by the proposal of learning by doing that emphasizes the experiential aspect in the classrooms and in academic extension activities.
The Master's Degree in Integrated Advertising Management trains professionals whose future work could be:
However, we cannot forget that an integrating profile is required in the sector, a person capable of solving creative, strategic and media actions, for which the Master’s degree will train a complete professional.
Internships
More information on Company Internships List of companies and institutions where the students of the master's degree have carried out internships under educational cooperation agreementsUniversity Life in Master’s Degree in Integrated Advertising Management
Nebrija University and BBDO&Proximity, united by Advertising
Nebrija University and BBDO&Proximity, one of Spain's foremost communication groups, have formalized an academic collaboration agreement. This partnership sets the stage for the future development of the Master's Degree in Integrated Advertising Management.
See article
XIV Edition NIPHO Awards
A pre-professional activity in which our students show the knowledge, competences and abilities they have acquired during their education at our university. The aim is to make them feel like authentic journalists, editors, cameramen, presenters, announcers, photographers and editors.
Investiture ceremony of Toni Segarra as Doctor Honoris Causa
At the proposal of the School of Communication and Arts, Nebrija University has invested publicist Toni Segarra as Doctor Honoris Causa. Considered one of the best copywriters of his generation, the author of mythical slogans such as “¿Te gusta conducir?” (Do you like to drive?) and “Bienvenido a la República Independiente de tu casa” (Welcome to the Independent Republic of your home), he was honored for his vital contribution to advertising language.
XX Edition Festival Tocados
Once again, the students of Nebrija University award the best campaigns of the year, for excellence and recognition to the most outstanding protagonists of the sector, in an edition that was attended by Luis Bassat, Toni Segarra and Concha Wert.
