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Grado en Publicidad

Degree in Advertising Madrid

A programme where you’ll develop your strategic and creative abilities, and take part in competitions and festivals with your projects.

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Bachelor's degree in Advertising

The Bachelor’s Degree in Advertising is an official four-year programme at Universidad Europea that’s designed to train professionals to come up with original and imaginative responses to brands, professionals who are able to research and propose the strategic objectives that advertisers seek.

Students on the Advertising degree will have the knowledge and skills to be able to work in different areas within the field of advertising, commercial and corporate communication.

The degree in Advertising, taught entirely in English and made up of 240 ECTS, will see you learn advertising from leading experts in their field as well as take part in internships and work placements, ensuring you have the skills and experience to succeed when you graduate.

Villaviciosa de Odón 240 ECTS
Start: 16 sep. 2024 Title issued by Universidad Europea de Madrid
4 Years School of Social Sciences and Communication.
Official degree

Why study for a Bachelor’s Degree in Advertising?

Obtain a specialization

Once you have acquired the basic knowledge, you will have the opportunity to specialize in one of the following specializations:

Creativity Specialization

Prepare yourself to become part of creative teams in companies or organizations, contributing innovative and original ideas. Immerse yourself in contemporary artistic trends from the perspective of persuasive and conscious communication.

Strategy Specialization

Prepare yourself to design highly effective communication campaigns and provide strategic solutions for brand development. Work together with the agency Dentsu Creative and develop skills for research and market analysis in the current physical and digital environment.

State-of-the-art facilities

In order for you to get the most out of our innovative academic model, the Universidad Europea puts the most advanced labs and simulation rooms at your disposal, all equipped with the most innovative technology.

  • Photography and digital imaging laboratory
  • Radio
  • Post-production booths
  • Production room
  • Photography set
  • Virtual set
  • Production control and TV set
  • Digital sound / dubbing room
  • Graphic design lab
  • Multimedia classroom
  • Film equipment
  • Newsrooms
  • University newspaper (Europea News)
Learn advertising in a different way

Study different subjects such as neuromarketing, neurocreativity, portfolio, Big Data, new business models, design, usability; and choose to specialize in either creativity or strategy.

Win national and international awards

Join Pitching Minds, our elite creativity team at Universidad Europea, and become one of the most accomplished students in the Spanish university landscape. We have already earned over 40 national and international awards. (Sol, Chupete, and Smile…).

Work hand in hand with agencies and the media

Pioneer dual training programme in the world of Spanish universities. Attend training sessions given by advertising professionals with Dentsu Creative, M&C Saatchi o Mediaset.

Compulsory internship: 150 hours

Do your internship in prestigious agencies and communication groups such as: Dentsu Creative, McCann Erickson, VCCP, Saatchi & Saatchi o Lola Mullenlowe.

Accreditations and Recognitions

The Times Higher Education World University Rankings places Universidad Europea de Madrid in the TOP10 at the national level - it’s among the best universities in Spain, coming in at number eight. Among the private universities, the Universidad Europea is in the TOP3, sharing third position with two other institutions. In the private sphere, it’s also number two at national level for teaching, number three for international vision, and fourth in terms of citations.

The Times Higher Education World Ranking presents its results globally and by field of knowledge, where again, Universidad Europea stands out for ranking second among private universities in Spain in the field of Health and Clinics.

Communication and Marketing Week

Study plan

Programa de estudios


MateriaECTSTipoIdioma de impartición
Communication Theory6COREEnglish (en)
History of Advertising3COMPULSORYEnglish (en)
Advertising Ecosystem3COMPULSORYEnglish (en)
Rhetoric and Oratory6COMPULSORYEnglish (en)
Creative Thinking6COREEnglish (en)
Persuasive Communication6COREEnglish (en)
Marketing Fundamentals6COREEnglish (en)
Corporate Communication6COREEnglish (en)
Editing and Graphic Design6COMPULSORYEnglish (en)
Audiovisual Technology6COMPULSORYEnglish (en)
Photography and Visual Arts6COMPULSORYEnglish (en)


MateriaECTSTipoIdioma de impartición
Work Processes in Advertising Agencies6COREEnglish (en)
Consumer Psycho-Sociology6COMPULSORYEnglish (en)
Professional Legislation3COMPULSORYEnglish (en)
Media, Supports and Formats6COREEnglish (en)
Editing and Graphic Design 26COMPULSORYEnglish (en)
Video Editing3COMPULSORYEnglish (en)
Transmedia Storytelling6COREEnglish (en)
New Artistic Trends in Advertising6COMPULSORYEnglish (en)
Brand Strategy6COREEnglish (en)
Advertising Strategy6COREEnglish (en)
Ethics and Professional Efficiency6COMPULSORYEnglish (en)


MateriaECTSTipoIdioma de impartición
Social Research Methods3COMPULSORYEnglish (en)
Influence and Relational Impact6COMPULSORYEnglish (en)

3rd year (Specialization in Advertising Creativity)

MateriaECTSTipoIdioma de impartición
Online Desing and Programming6OPTIONALEnglish (en)
Video Editing 26OPTIONALEnglish (en)
Advertising Production (Digital, Audiovisual, Graphic)6OPTIONALEnglish (en)
Neurocreativity3OPTIONALEnglish (en)
Corporate Visual Identity6OPTIONALEnglish (en)
Copy6OPTIONALEnglish (en)
Art Direction6OPTIONALEnglish (en)
Creativity Lab6OPTIONALEnglish (en)
Innovation and Entrepreneurship6OPTIONALEnglish (en)

3rd year (Specialization in Advertising Strategy)

MateriaECTSTipoIdioma de impartición
Neuromarketing6OPTIONALEnglish (en)
Digital Marketing6OPTIONALEnglish (en)
Communication Management6OPTIONALEnglish (en)
Events and Sponsorships3OPTIONALEnglish (en)
Big Data and Data Processing6OPTIONALEnglish (en)
Media Planning6OPTIONALEnglish (en)
Account Management6OPTIONALEnglish (en)
Strategy Lab I6OPTIONALEnglish (en)


MateriaECTSTipoIdioma de impartición
Entrepreneurial Leadership6COMPULSORYEnglish (en)
Final Degree Project9COMPULSORYEnglish (en)
External internships6COMPULSORYEnglish (en)
University Activities6OPTIONALEnglish (en)

4th year (Specialization in Advertising Creativity)

MateriaECTSTipoIdioma de impartición
Advertising Photography6OPTIONALEnglish (en)
Usability Design (UX)6OPTIONALEnglish (en)
Video Post-Production6OPTIONALEnglish (en)
Infographics and Data Visualisation3OPTIONALEnglish (en)
Portfolio6OPTIONALEnglish (en)
Art Direction 2 (Packaging, Promotional and Direct)6OPTIONALEnglish (en)
Digital Creativity Lab6OPTIONALEnglish (en)

4th year (Specialization in Advertising Strategy)

MateriaECTSTipoIdioma de impartición
Retail Marketing (Shopper Marketing)6OPTIONALEnglish (en)
Direct and Promotional Marketing6OPTIONALEnglish (en)
Live Communication (Event Organisation)3OPTIONALEnglish (en)
Public and Institutional Relations6OPTIONALEnglish (en)
Trend Research6OPTIONALEnglish (en)
Strategy Lab II3OPTIONALEnglish (en)
Media Lab3OPTIONALEnglish (en)
Digital Business Models6OPTIONALEnglish (en)

Degree Competencies

Basic Competencies
  • BC1: Students have demonstrated that they have and understand knowledge in a study area that is based on general secondary education, usually at a level that is obtained from advanced textbooks, but which also includes some aspects that involve knowledge acquired at the forefront of their field of study.
  • BC2: Students know how to apply their knowledge to their work or vocation professionally and have the skills that are usually demonstrated by preparing and defending arguments and problem solving within their area of study.
  • BC3: Students can gather and interpret relevant data (normally within their area of study) to issue opinions that include reflections on relevant social, scientific and ethics issues.
  • BC4: Students can transfer information, ideas, problems and solutions to specialist and non-specialist audiences.
  • BC5: Students have developed the necessary learning skills to undertake subsequent studies with a high degree of independence.
Cross-disciplinary competences
  • CT01: Ethical values: Capacity to think and act according to universal principles based on the value of the person, which are aimed at their full development and entail a commitment to certain social values.
  • CT02: Self-directed learning: A set of skills for selecting search, analysis, assessment and management strategies concerning information from various sources, as well as learning and putting what has been learnt into practice independently.
  • CT03. Teamwork: Capacity to integrate oneself and actively collaborate with other people, areas and/or organisations to achieve shared objectives.
  • CT04. Written communication / Oral communication: The ability to transmit and receive data, ideas, opinions and attitudes in order to achieve understanding and action. Oral communication by means of words and gestures and written communication by means of written and/or graphic media.
  • CT05. Analysis and problem solving: Being able to critically evaluate the information, break down complex situations into their constituent parts, recognise patterns and consider other alternatives, approaches and perspectives in order to find optimal solutions and efficient negotiations.
  • CT06. Adapting to change: Being able to accept, value and integrate different positions, adapting one's own approach as the situation requires, as well as working effectively in ambiguous situations.
  • CT07. Leadership: Being able to orientate, motivate and guide other people, recognising their skills and abilities in order to effectively manage their development and common interests.
  • CT08. Entrepreneurial spirit: The ability to take on and carry out activities that generate new opportunities, anticipate problems or involve improvements.
  • CT09. Global mindset: Being able to show interest and understand other standards and cultures, recognising one's own predispositions and working effectively in a global community.
Specific competences
  • SC1: Ability to generate content applied to new social media.
  • SC2: Ability to recognise the different theories and trends in social communication and the historical references of advertising communication.
  • SC3: Knowledge of each of the spheres of inter and intra action in the structural ecosystem of advertising.
  • SC4: Ability to develop effective communications and activities targeting the markets served by companies and institutions, combining consumer knowledge and broad analysis to build and maintain the reputation and value of institutions, companies and organisations.
  • SC5: Ability to use the planning tools necessary to anticipate the challenges facing organisations, companies and institutions worldwide, responding to unexpected crises, processes of integration, and the business decisions necessary to adapt to changes in global markets.
  • SC6: Ability to understand and apply planning and organisational techniques for all types of events and sponsorships, as well as the role of each of the players involved, and their specific function.
  • SC7: Ability to apply production techniques to generate innovative and creative ideas in a professional advertising environment.
  • SC8: Ability to understand the key aspects of advertising strategy, and the intrinsic value that brands provide.
  • SC9: Ability to recognise the basics of brand development and the associated products.
  • SC10: Ability to implement the theoretical and practical bases of advertising, from definition to strategic planning in the media.
  • SC11: Ability to develop the communicative skills required to develop presentations for advertising campaigns.
  • SC12: Ability to recognise the theoretical-practical concepts of advertising strategy and to put that knowledge into practice.
  • SC13: Ability to recognise all the phases in the development of an advertising process, and the strategy for optimising the way it works.
  • SC14: Ability to recognise the role that new technologies play in global society and how they are used in advertising to reach the consumer.
  • SC15: Ability to produce creative solutions to new consumer needs.
  • SC16: Ability to recognise the different digital business models, and to propose solutions in each of the virtual markets.
  • SC17: Ability to analyse creative processes and their impact on the global communication market in an innovative way.
  • SC18: Understand the different structures and systemic processes involved in the professional processes of advertising communication.
  • SC19: Ability to develop a critical spirit to analyse the imbalances in global society and the evolution of new environments of social activism, political participation and the strengthening of democracy and free thought.
  • SC20: Understand the different media and advertising formats and their impact on the strategic media planning of a campaign
  • SC21: Recognise the different theories and processes that can be applied to the cognitive and behavioural processes involved in the advertising process.
  • SC22: Understand in a systemic way the processes of consumer psychology and sociology in the field of advertising communication.
  • SC23: Ability to assess and contextualise the information provided by various legal and social sources and channels in order to select the essential (and, if appropriate, complementary) aspects that should be presented to the public in the implementation of campaigns.
  • SC24: Recognise the social, political and economic aspects of the Spanish state and its international environment, in the field of advertising.
  • SC25: Ability to describe the processes involved in the use of technologies, calculate the resources needed to efficiently design a communication product and defend the proposal made.
  • SC26: Ability to identify and critique the procedures established in the use of technologies, and also plan how they are to be used.
  • SC26: Ability to use communication technologies appropriately, discovering new uses for existing ones and anticipating their ephemeral nature in order to update.
  • SC27: Ability to creatively solve problems by solving advertisers’ specific communication needs.
  • SC28: Understand and participate in the work and creation processes of the different professional profiles of the different fields of advertising creativity.
  • SC29: Ability to apply the communication tools needed to handle each job in a professional manner, implementing the knowledge acquired in the ideation and preparation of a portfolio of work.
  • SC30: Ability to recognise the function of marketing and its contribution to achieving a of company’s strategic objectives, and its place within the firm’s basic functions.
  • SC31: Ability to identify and evaluate the needs of consumers, designing procedures, creating products and solutions for channelling demand towards brand offerings, applying the technical tools used in market research and taking them as criteria in decision making, respecting fundamental rights and equality between men and women.


Internships are a key element of your training. Gaining experience based on what you have learned in your degree is the best way to enter the job market. The university has numerous internship agreements with important companies in the advertising sector, among which we would highlight Atres Advertising, Contrapunto BBDO, Comunica +A, Gray España, TBWA, Ogilvy One Worldwide, Denstu Aegis, SCPF, McCann, Havas Media Group and M&C Saatchi.

There are two types of internships: curricular (included in your curriculum) and extracurricular (which you can do on a voluntary basis). In order to do an internship in a company, you will need to have passed 50% of the credits and enrol in the subject before starting your internship. These internships are monitored by the company and the internship professor and also involve final reports for assessment.

If you would like to improve your work experience before finishing your university studies, you can do an internship. You can do an internship from the second year onwards, but we would remind you that internships are a form of training that is complementary to your studies; therefore, the more knowledge you have acquired over the course of your degree programme, the more you will benefit from the internship experience.


Career Opportunities Opened up by the Bachelor’s Degree in Advertising

Graduate in advertising. Experts with creative and strategic knowledge, with extensive knowledge of new formats and formulas. Advertising graduates will be able to work in different areas within the field of advertising, commercial and corporate communication, anywhere that creativity and strategy are essential skills:

  • On the strategic side:
    • Customer services.
    • Account management.
    • Strategic planning.
    • Content manager.
    • Social media manager.
    • SEM/SEO specialist.
    • Management and organisation of events.
    • Public relations and corporate communication manager
    • Mobile marketing specialist.
  • On the creative side:
    • Creative director.
    • Art director.
    • Copywriter.
    • Graphic / web / multimedia designer.
    • Advertising Producer.
    • Branded content specialist
  • Director of communication.
  • Marketing manager.
  • Director of digital communication.
  • E-commerce manager.
  • Event management and business protocol.
  • Head of advertising in communication groups.
  • Digital analyst & Big Data.
  • AV (Augmented Reality) & VR (Virtual Reality) specialist.
  • IOT (Internet of Things).
  • Inbound marketing specialist.
  • Traffic manager.

RTB manager.

  • Public Sector.
  • Private Sector.


Start your future at Universidad Europea

You can become a student at Universidad Europea in three easy steps.


Admission exams

Start your admission process by calling +34 917407272 or request information and our advisors will contact you.


Place reservation

Once you have been admitted, secure your place by paying the reservation fee.



Submit the required documents to formalise your enrollment.

Scholarships and financial aid

We want to help you. If you want to study at the Universidad Europea, you will have at your disposal a wide selection of own and official scholarships.

girl student

Credit recognition and transfers

You don’t have to stick with something you don’t like. That’s why we’ve designed specific plans for credit recognition and transfers. Request your online credit recognition review, transfer your academic file and start studying at Universidad Europea.

HPR Lab Universidad Europea de Madrid

Your virtual tour begins here!

Experience first-hand what it is like to study at Universidad Europea: our facilities and our experiential learning model.

Open days

We know that now is an important moment to progress in your professional future. That is why we open our virtual doors to you and invite you to join us. We want you to meet the director of your programme and solve all possible doubts you have. You’ll also discover what makes our students and our online methodology unique.

Jornada de puertas abiertas | Universidad Europea

Academic quality

As part of its strategy, the University has an internal quality plan whose objective is to promote a culture of quality and continuous improvement, and which allows it to face future challenges with the maximum guarantee of success. In this way, it is committed to promoting the achievement of external recognitions and accreditations, both nationally and internationally; the measurement and analysis of results; simplification in management; and the relationship with the external regulator.


Frequently Asked Questions

A BA in advertising is a Bachelor of Arts degree that focuses on advertising and marketing. Students gain a broad understanding of advertising, including the techniques, principles, and strategies used in creating and disseminating advertising messages across various media platforms.

At Universidad Europea, you will study a range of subjects including consumer behaviour, brand management, market research, digital marketing, media planning, creative strategy, and advertising law and ethics.

As a graduate of a degree in advertising, you will have many options open to you. These are just some of the careers and roles that our graduates go into:

  • Advertising Account Executive
  • Copywriter
  • Creative Director
  • Media Planner/Buyer
  • Digital Marketer
  • Market Research Analyst
  • Brand Manager

These are just a few examples of the many career options available to advertising graduates. Many advertising professionals also work as freelancers or start their own agencies or businesses.

Studying a degree in advertising offer several benefits and allows you to build a profile that employers look for today.

Some of the benefits include:

  • Develops Creativity
  • Provides Practical Skills
  • Enhances Communication Skills
  • Provides Industry Exposure
  • Offers Career Opportunities
  • Enables Business Understanding

Advertising is a multifaceted sector that requires a variety of skills. Here are some skills that are commonly needed in advertising, and that you will develop on a degree in advertising.

  • Creativity
  • Communication
  • Strategic thinking
  • Data analysis
  • Technical skills
  • Time management
  • Adaptability