Master in Strategic and Creative Planification for Brand Communication

Edition: 17th

Language: Spanish

Duration: 6 months

Start Date: 17th January 2019

Schedule: Monday to Friday from 6.30 p.m to 10.40 p.m

Credits: 60*

Biada 11; 08012 Barcelona, España


The Master in Srategic and Creative Advertising for Brands understands that the way advertising is made is changing dramatically, and will change even more in the future. Advertising on tv and traditional media is losing its efficiency and, today, the most creative campaigns (both at realization and strategy levels) are being developed by small professional teams working independently, surpassing the established separation between accounts and creation. These teams are composed by professionals who know perfectly well the field they work in and in touch with specialist from any other sector. Consumers have changed too and nowadays they are able to merge sources of information, interaction and entertainment. The consumer influences the way social and artistic trends are created, and decides how to have fun, create, interact, receive commercial information or advertising.


– Provide the tools to domain integral advertising and strategic creativity in the most cutting-edge and up-to-date subjects (guerrilla marketing, strategic planning, creativity in events, creative mix of media, etc.)

– Provide the tools to manage advertising strategy and creativity in campaigns conceived for the current advertising environment.

– Provide the tools to obtain campaigns including the most original and efficient creative and strategic concepts, key factors to achieve success in any present advertising communication.


The course is structured in accordance with a theoretical and practical methodology, with the predominance of Learning by Doing. It is developed by three areas: Strategy, Creativity and Project.

The block on strategy brings all the necessary concepts to conceptualize, program and execute of the communication and advertising strategy.

The block on creativity enables students to use tools for conceptualisation, design and writing for the development of their creative capacity and its application on campaigns.

The project is to be developed throughout the course, starting from a real briefing of collaborating company and will be presented at the the end of the course before a tribunal, including the real client.

Student Profile

Professionals and graduates interested in promoting their profile in marketing departments and advertising agencies (creative, accounts and planning departments), communication departments, graphic studios and media agencies.

Job Opportunities

Students taking this course can develop their career in the following areas:

– Marketing departments

– Creative departments of advertising agencies (both online and offline)

– Accounts departments of agencies, strategic planning, advertisers’ marketing departments, freelancers or entrepreneurs, etc.

– Communication agencies and departments

– Graphic and corporate image studios, media agencies, etc.



Ph.D. in Communications from the Universitat Ramon Llull, M.A. in Information Society and Knowledge from the Universitat Oberta de Catalunya and B.A. in Advertising and Public Relations from the Universitat Autònoma de Barcelona.

She worked for over 15 years in creative advertising with multinational advertising agencies (below and above the line) and she is currently a lecturer at the UOC, where she is responsible for the creativity courses. She is also a researcher for IN3 and continues to cooperate on professional communication projects.

Ms Sivera is passionate about viral marketing/advertising, the topic of her doctoral thesis, about which she has written several books and numerous articles. She also got the recognition of the Col·legi de Publicitaris i Relacions Públiques de Catalunya with the VI Prize Prat Gaballí for the best research work in advertising.

In the master, she also teaches the subjects of Alternative Advertising and Viral Advertising.


The master promotes the project culture with companies to solve the distance between education and the world of work. Students not only acknowledge methodologies and tools for their discipline, but also learn to work and get in touch with with real clients and briefings.

Companies that have collaborated with the master: Banc Sabadell, Oficina de la Candidatura Olímpica, Japan Tabacco International, Future Concept Lab, Fundació Institut Català de la Cuina i de la Cultura Gastronómica, etc.




The educational planning for all IED Master courses is aligned with the criteria established by the European Higher Education Area (EHEA). The IED Master program has adopted a credit structure that follows the European Credit Transfer System (ECTS). The IED Master is a private degree.

Other Related Courses

Related News

  • IED Barcelona collaborates with Doctors without Borders to design solutions for the mobility problems in Congo
    A team of students from the Undergraduate Degree in Product Design collaborated… More Info +
  • IED students win 3rd prize in the Roca One Day Design Challenge
    A team of students from IED Barcelona has won third… More Info +
    IED Barcelona will be back to take part in the… More Info +

Yes*I accept the "legal notice" and"privacy policy".

I want to receive information about scholarships, courses, promotions and exclusive events for me

Responsible: Istituto Europeo Di Design, S.L B-80813959

Purpose: The information collected on the website will only be used for the following purposes:

This is the basic purpose of the form

- This is the purpose that appears when brands that accept the legal conditions

- This is the purpose that appears when brands that accept to receive commercial information

Type of information we collect (Legitimization):

- Identifying data

- Academic and professional data

This information is necessary to carry out the purposes described in the previous section, otherwise we can not inform you, or process your registration or academic record.

Recipients of your data:

We inform you that your personal information access certain entities according to law regulations that require us to communicate your personal information.

Also, after your express consent, we would cede your data to entities that belong to the group to which Istituto Europeo di Design, SL belongs, and to those that may be of interest once the commercial relationship with you has been established, and may be consulted by assignees at the Istituto Europeo headquarters di Design, SL, with the sole purpose of informing you of our offers and services.


If you wish you have the right to access, rectify, cancel and oppose those treatments you do not want, for this you must send a letter to the address above or to the email address:, attaching a photocopy of your DNI or NIE and indicating in the subject Data Protection.

If you need more information you can consult it here


By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.