Branding

Postgrado en Planificación Estratégica de Marca y Brand Meaning

olga — Thu, 18 Feb 2021 11:18:08 +0000

Postgraduate in Strategic Brand Planning and Brand Meaning soniaeixea Fri, 02/26/2021 - 10:09

itemID Axapta

015244

Header Image

Introducció

The Specialization diploma in Strategic Brand Planning and Brand Meaning is structured into 4 modules and a postgraduate project that is developed throughout the course.

Mòduls

Títol

Brand diagnosis

Matèries

Títol

Overview of the process of defining a brand strategy. Methodologies and tools for brand, communication, market, and consumer analysis

Assignatures

Títol

The process of defining a brand strategy

Títol

Consumer analysis

Títol

Analysis of brand discourse

Títol

Digital metrics analysis

Títol

Brand diagnostic workshops

Títol

Milestone Presentation 1 Brand diagnosis

Títol

Ideation and conceptualization of the brand

Matèries

Títol

Types of brand strategy. Ideation processes + design thinking and brand conceptualization models

Assignatures

Títol

Types of brand strategies

Títol

Brand positioning and purpose

Títol

Brand identity and personality

Títol

Ideation and design thinking

Títol

Brand conceptualization

Títol

Ideation and design thinking workshops

Títol

Brand conceptualization workshop

Títol

Milestone Presentation 2 Conceptualization of the brand

Títol

Brand strategy

Matèries

Títol

Corporate brand, brand architecture, and management of the portfolio of brand products. Coordination of the brand proposal at the points of contact. Strategic innovation and strategic CSR. Branded content

Assignatures

Títol

Brand strategy

Títol

Strategic innovation

Títol

Branded content and social networks

Títol

Brand strategy study cases

Títol

Brand strategy workshop

Títol

Milestone Presentation 3 Brand strategy

Títol

Brand manifesto

Matèries

Títol

Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it

Assignatures

Títol

Definition of brand personality and tone

Títol

Brand manifesto

Títol

Brand manifesto workshops

Títol

Milestone Presentation 4: Brand strategy + brand manifesto

Títol

Project

Matèries

Títol

Project

Assignatures

Títol

Postgraduate Final Project

Descripció

Project applied to the identity, innovation, and reputation of a brand based on a real client.

Títol

Note on the Curriculum

Matèries

Títol

The information contained in these pages is for information purposes only and may be subject to change in the adaptation of each academic year. The definitive guide will be available to students in the virtual space before the start of each subject.

Titulació que s'obté

Once you have passed the program, you will receive the following electronic degree certification (eTítulo^©): Specialization diploma in Strategic Planning and Brand Meaning, awarded by Pompeu Fabra University. The eTítulo^© will be issued in Catalan, Spanish and English.

The electronic degree certification (eTítulo^©) is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.

Activitats formatives complementaries

The Specialization diploma in Strategic Brand Planning and Brand Meaning also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.

This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities.

All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way.

Qui pot aplicar

In order to apply for the postgraduate course, you need to be a university graduate or a higher graduate and prove a minimum of two years of professional experience.

Introducció

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Introducció

The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.

Introducció

The Specialization diploma in Strategic Brand Planning and Brand Meaning brings together participants from all over the world who want to turn their professional careers towards the world of brands and become experts in strategic planning and brand innovation. It prepares you to work on the strategic planning of a brand in a company who wants to advertise, or to help the company with its brand strategy from a brand or advertising agency.

It offers a unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.

Descripció llarga (part visible)

The Specialization diploma in Strategic Brand Planning and Brand Meaning provides you with the methodologies and tools necessary to strategically think about the brand: define the meaning, the strategy, and the plan for the brand for each of its contact points.

Dades destacades

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Average age

Dada

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Average professional experience

Dada

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International participants

Dada

25%

Descripció llarga (mostrar més)

Starting from concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation, or social responsibility, you will learn to plan the creation and development of a brand strategically, to create a world of meaning, to take care of its reputation and to ensure its impact. Throughout the course, you will learn how to give brands a defined identity, ensure that their differential values are recognized and transmitted (Brand Meaning Creation), how to apply innovative concepts to keep it current and unique (Brand Strategy & Innovation), or how to make it live in harmony with its environment by applying principles of social responsibility.

All this under the leadership of professors and professionals in marketing, strategic planning, creativity, and brand identity and with the help of different partner companies that allow participants to work on real brand and communication problems.

Introducció

The Specialization diploma in Strategic Brand Planning and Brand Meaning provides the necessary knowledge and skills to be able to practice as an Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.

Includes the option of doing extracurricular internships.

Especialitzacions

Per què triar aquest programa

Títol

Unique in its speciality

Text

First program in Spain that treats the brand from a 3.0 point of view and allows you to understand it from its tangible and intangible aspects (innovation and emotional dimension), as well as from its key construction processes (vision, personality, storytelling, analysis, and strategy).

Títol

100% professionalizing program

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All the professors in the program are highly regarded professionals in the sector who work for large clients. Professionals in marketing, strategic planning, creativity, and brand identity provide both the agency's vision and that of the advertiser.

Títol

Project based on real clients

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The program has the collaboration of important brands that allow participants to develop their master's project around real brand and communication problems.

Títol

In demand professional profile

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There is a growing demand in companies, advertising agencies, and consultancies, for specialists in strategy and brand management. Strategic brand planning has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.

Text (a qui va dirigit)

The Specialization diploma in Strategic Brand Planning and Brand Meaning is aimed at graduates in business administration and management, advertising, communication, marketing, design, sociology, social psychology, and market research, as well as experienced professionals who wish to receive complete training in the creation and planning of brands.

Perfil de l'estudiant

With more than 10 years of experience, the postgraduate course brings together participants from all over the world with training and experience in Business Administration, advertising, communication, marketing, or design. The program also has profiles from other backgrounds, such as sociologists and psychologists, interested in how different social and cultural movements affect brands, as well as entrepreneurial profiles.

Introducció

The Specialization diploma in Strategic Brand Planning and Brand Meaning is a professionalizing program. For this, it counts on professors and professionals from marketing, strategic planning, creativity, and brand identity of great prestige in their various disciplines who contribute both the view of the agency and that of the advertiser.

Carrussel metodologia

Títol

100% practical and professionalizing

Text

Participative sessions with a teaching staff made up of professionals with wide experience in large clients and who contribute both the view of the agency and that of the advertiser.

Títol

Partner brands

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The postgraduate project is developed on a real brand problem presented by the different companies that partner the program. Participants solve real brand strategies on these problems. Companies change every year and one of them is always a foundation or NGO.

Títol

Group project

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The postgraduate project is developed in groups of four participants proposed by the management of the program. In this way, learning and implementation just like in the professional world is guaranteed.

Títol

Workshop classes and tutorials

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Throughout each module, the participants have two workshop classes to advance their project.

In turn, the work groups will have a tutor to prepare the project. At the end of each module, the groups will have a minimum of two personalized tutorials.

Descripció

Work for a brand is the fundamental piece of postgraduate evaluation. Each group must make a brand diagnosis, a strategic brand plan, and a Brand Manifesto.

Peer to peer evaluation, attendance of the workshops, evaluation by the tutors and evaluable exercises will increase or decrease the individual grade.

Llistat de sortides professionals

Brand manager
Director of communication
Brand director
Director of brand and innovation projects
Director or head of strategic marketing

Both in companies (brand development, communication, or marketing departments), and in brand consultancies and advertising agencies (strategic brand planning and communication departments).

Ajuts disponibles

Alumni discounts

UPF Employee Discounts

UPF Partner Latinoamerican Universities Discount

Procés d'admissió

Other certificates

Eines

On-Campus&Live

Introducció

The methodology of the program aims to be eminently participatory and oriented to professional practice. For each of the course modules, the following is considered:

Presentations of key concepts and conceptual frameworks by the teacher
Discussion about the content of readings
Class discussion on practical cases
Resolution of practical cases

The defined concepts will be put into practice by defining a brand and communication strategy project on a specific case that will be worked on throughout the course.

Ocultar curs dels resultats de cerca

Desactivado

Activar mòdul de finançament

Descripció curta

The Specialization diploma in Strategic Brand Planning and Brand Meaning, a program designed for an international audience, turns you into a professional specialist in managing a brand, creating its meanings and commitments, and defining its strategy, based on a rigorous, innovative and creative approach.

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Títol

Collaborating faculty

Text

Monica Carbonell
Coordinator
Director at Sodabites (innovation agency focused on people and branding).
Bachelor in Communication Sciences from Ramon Llull University.
He has worked as a strategist at Added Value and as a copywriter at DDB.
Gem Romero
Coordinator
Head of Strategy at LOLA MullenLowe Barcelona.
He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
José Luis Arbeo
Branding and Content Director at BBVA.
Carmen Bustos
General Director at Soulsight Service Design.
Monica Carbonell
Director at Sodabites (innovation agency focused on people and branding).
Bachelor in Communication Sciences from Ramon Llull University.
He has worked as a strategist at Added Value and as a copywriter at DDB.
Oriol Costa
Freelance expert in content creation.
Bachelor in History from the University of Barcelona and Bachelor in Journalism from Pompeu Fabra University.
Mercè Elias
General Director at Collaborabrands Barcelona.
Carlos Gonzalo
SEO SEM Small Data Analyst.
PhD in Social Communication from Pompeu Fabra University.
Alfonso González Callejas
Head of Strategic Planning at Arena Media.
Guillem Graell
Marketing Director at FCBarcelona.
Glòria Muñoz
Director of e-commerce at Barça Licencing & Merchandising at FC Barcelona.
Master in Digital and Direct Marketing from UPF Barcelona School of Management.
Alex Orlowsky
Director at WOM: Water On Mars.
Alex Pallete
Chief Strategy Officer at Picnic.
Gem Romero
Head of Strategy at LOLA MullenLowe Barcelona.
He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
Agnès Rovira
Founder of DBRAND DREAMS (www.dbrandreams.com).
Master in Marketing from the University of London.
Mireia San Nicolás
Directora at GB Foods Africa.
Toni Seijo
Advertising Research Director at IPSOS.
Nuria Serrano
Head of Strategy at VCCP Spain.
Guiomar Todó
Head of Campaigns & Fundraising at Barça Foundation.
Inmaculada Urrea
Founding member and branding consultant at SOFOCO Media.
Bachelor in Contemporary History and Advanced Studies Diploma in History of Art from the University of Barcelona. PhD in Communication in branding from Pompeu Fabra University.
Pablo Vázquez Cagiao
General Director at Collaborabrands Madrid.

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Título en FRONT

Postgraduate in Strategic Brand Planning and Brand Meaning

Imatge per compartir a xarxes socials (OG:image)

Tags estudi

Branding

Brand strategy

Brand identity

Brand management

Sol·licita informació via Hubspot

Off

Sessió informativa via Hubspot

Off

Duración

6.00Months

Preu

6500.00€

Créditos

30.00ECTS

Data inici programa

Mon, 09/01/2025 - 12:00

Tipo

Postgraduate

Área

Marketing & Communications

Modalidad

On-campus

Turno

Friday & Saturday

Idioma programa

Spanish

Ocultar presentació

Off

Ocultar pla d'estudis

Off

Ocultar professorat

Off

Ocultar metodologia

Off

Ocultar projecció professional

Off

Ocultar admissió i matrícula

Off

Ocultar beques i finançament

Off

Desactivar formulari informació

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Desactivar formulari admissió

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Nom datalayer/analítica

Postgrado en Planificación Estratégica de Marca y Brand Meaning

Máster Universitario en Marketing

olga — Tue, 23 Feb 2021 07:57:20 +0000

Master in Marketing olga Thu, 02/25/2021 - 21:54

itemID Axapta

015193

Header Image

Introducció

The Master in Marketing is divided into 4 large study modules with the Master's Final Project being carried out at the same time. The schedule for compulsory subjects is from 6 pm to 9 pm. For elective subjects, schedules may be between 9 am to 3 pm and 2 pm to 5 pm.

Mòduls

Títol

Strategic Marketing Planning

Matèries

Assignatures

Títol

Quantitative techniques and finance applied to marketing

Link

https://www.bsm.upf.edu/documents/01-mumarq-tecnicas-cuantitativas-finanzas-apl…

Títol

Strategic marketing

Link

https://www.bsm.upf.edu/documents/02-mumarq-marketing-estrategico.pdf

Títol

Digital Marketing

Link

https://www.bsm.upf.edu/documents/03-mumarq-digital-marketing.pdf

Títol

Brand Management

Matèries

Assignatures

Títol

Brand management and Brand Planning

Link

https://www.bsm.upf.edu/documents/04-mumarq-gestion-marca-planificacion-marca.p…

Títol

Consumer Insights: Market Research

Matèries

Assignatures

Títol

Market opportunity analysis

Link

https://www.bsm.upf.edu/documents/05-mumarq-identificacion-oportunidades-mercad…

Títol

Market Research: Generation of Consumer Insights

Link

https://www.bsm.upf.edu/documents/06-mumarq-investigacion-mercados-generacion-c…

Títol

Consumer behaviour

Link

https://www.bsm.upf.edu/documents/07-mumarq-comportamiento-consumidor.pdf

Títol

Analysis of Marketing Problems and Big Data

Link

https://www.bsm.upf.edu/documents/08-mumarq-analisis-problemas-marketing-grande…

Títol

Communication Management

Matèries

Assignatures

Títol

Communication Strategy

Link

https://www.bsm.upf.edu/documents/09-mumarq-estrategia-comunicacion.pdf

Títol

Master's Final Project

Matèries

Assignatures

Títol

Master's Final Project

Link

https://www.bsm.upf.edu/documents/10-mumarq-trabajo-final-master.pdf

Títol

Elective

Matèries

Assignatures

Títol

Professional Internships

Link

https://www.bsm.upf.edu/documents/11-mumarq-practicas-profesionales.pdf

Títol

Negotiations

Link

https://www.bsm.upf.edu/documents/12-mumarq-negociaciones.pdf

Títol

Planning and Management of Communication Projects

Link

https://www.bsm.upf.edu/documents/13-mumarq-planificacion-direccion-proyectos-c…

Títol

Global Vision of International Business Reality

Link

https://www.bsm.upf.edu/documents/14-mumarq-vision-global-realidad-empresarial-…

Títol

Shopper Marketing: Prices and Promotions

Link

https://www.bsm.upf.edu/documents/15-mumarq-shopper-marketing-precio-promocione…

Títol

Shopper Marketing: Distribution

Link

https://www.bsm.upf.edu/documents/16-mumarq-shopper-marketing-distribucion.pdf

Títol

International Marketing

Link

https://www.bsm.upf.edu/documents/17-mumarq-marketing-internacional.pdf

Títol

Relational marketing

Link

https://www.bsm.upf.edu/documents/18-mumarq-marketing-relacional.pdf

Matèries

Títol

Note on the Curriculum

Assignatures

Títol

Titulació que s'obté

Once students have completed the course they will obtain the Màster Universitari en Màrqueting / MSc. in Marketing - Máster Universitario en Marketing / MSc. in Marketing awarded by Pompeu Fabra University.

Issuance of official Master's Degrees: The amount stipulated in the DOGC (Official Gazette of the Government of Catalonia) must be paid for the rights to issue the title. This rate varies annually and the rate in force at the time of application for the degree will be applied.

Activitats formatives complementaries

The Master in Marketing also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.

Qui pot aplicar

University graduates in economics, statistics, communication, or business management. Candidates coming from other fields must prove some previous experience in the marketing sector.

As it is an official master's degree, it is mandatory for the student to be a graduate before starting it.

In order to optimally follow the course, it is highly recommended to have an English level equivalent to B1 (CEFR) or similar.

Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary. In case of not showing fluency in oral comprehension, additional certifications or tests may be requested to allow adequate and sufficient following of the sessions.

Introducció

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Introducció

The Master in Marketing is aimed at young professionals who want to access the marketing department of a company through rigorous, updated, and transversal training.

At the end of the course, you will have acquired the knowledge and skills necessary to create a marketing strategy, online and offline, for any company. You will also put into practice the mode and dynamics of leadership, with a serious and professional behaviour, using practical and theoretical tools that allow you to choose markets and strategic planning of marketing management according to your product or brand.

Descripció llarga (part visible)

The Master in Marketing is the training you need to be able to access this professional market. It will provide you with the practical and strategic foundations to run a marketing department, incorporating the latest trends and tools from both online marketing and the latest offline marketing and communication techniques.

Dades destacades

Text

Average age

Dada

Text

Number of years of professional experience

Dada

Text

International students

Dada

60%

Descripció llarga (mostrar més)

With this master you will obtain a transversal vision of marketing that will allow you to work in its multiple specialities: branding, corporate communication, and international marketing or digital marketing, among others. You will apply techniques to efficiently devise a brand strategy, knowing your consumer, who they are made up of, and the use of consumer insights for correct decision-making according to your market.

You will acquire the skills to design and execute the marketing mix, based on the marketing strategy and the financial analysis of your company. You will be an efficient expert in decision-making based on quantitative and financial techniques applied to marketing.

All this under the guiding hand of experts and professionals of marketing in companies, as well as researchers from UPF specialized in the analysis of markets and in the most strategic new marketing trends.

The Master in Marketing is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Introducció

With the Master in Marketing you will be able to work in any multinational company where you will develop the commercial strategy of a product and its implementation in each market. You will also be able to convey the vision, mission, values, and objectives of your company.

By knowing how to define the strategy of your product and brand, you will be able to develop yourself in mass consumption marketing, where you will achieve a good position in the market to increase the income and sales of your company.

Especialitzacions

Per què triar aquest programa

Títol

International recognition

Text

Study at a school accredited by EQUIS, an international distinction that guarantees the quality of our institution and makes us the 1st school of management linked to a public university with this accreditation in our country.

Títol

Get to know the professional reality

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The academic contents are updated year after year by active professionals in the sector and are fuelled by new marketing trends to develop both offline and online marketing strategies.

Títol

Position in rankings

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Thanks to its contents and its analytical vision taught by teachers from national and international universities, it is internationally ranked among the 40 best master's in its speciality by Eduniversal.

Títol

Learn from great experts

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You will be trained by a teaching team made up of professors from top-level national and international universities and professionals from renowned companies and institutions that will provide you with a fully functional knowledge of marketing.

Títol

Connect with the professional world

Text

The program will give you access to professional practices in marketing departments of top-level companies in different sectors and fields.

Text (a qui va dirigit)

The Master in Marketing is aimed at university graduates in economics, statistics, communication, or business management. Candidates coming from other fields must prove some previous experience in the marketing sector.

Text (acreditacions)

UPF Barcelona School of Management is the management school of Pompeu Fabra University, the 1st Ibero-American university and the 16th placed university in the world, among those under 50 years of age, according to the Times Higher Education ranking.

UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.

The Master in Marketing is ranked, for the third consecutive year, among the best master's programs in marketing in the world, according to the QS Business Masters Ranking 2025, one of the most prestigious and consulted rankings in the sector.

The Master in Marketing is an official master's degree and has the academic recognition of the Ministry of Education of the Government of Spain. This accreditation certifies all the official university master's degrees that we teach and recognizes the quality of our educational model in accordance with the criteria of the European Higher Education Area (EHEA).

Perfil de l'estudiant

The Master in Marketing is made up of students from different countries who are looking for an official and updated training, all of them with a common goal: to train to the maximum in the field of Marketing with a global dimension and an international perspective.

Introducció

The teaching team of the Master in Marketing is made up of experts and professionals in the field of marketing, who have a strategic vision and a long track record in the field of research.

Carrussel metodologia

Títol

Seminars

Text

The seminars will allow you to delve into aspects of marketing and business through practical cases so that you can get a professional vision on what the latest marketing trends used by multinationals are.

Títol

Mentor

Text

The mentor will guide you throughout your Master's Final Project. Coming from different companies, they will help you expand your critical thinking, develop your project, and challenge your own ideas about marketing.

Títol

Master's Final Project

Text

The Master's Final Project will respond to a real challenge, with a marketing plan and a project connected to your professional interests. It is the common thread that covers all the subjects. In addition, you can develop, together with your mentor, skills and abilities of a marketing professional such as the ability to solve problems, analyse, and interpret the results or defend your proposals in an efficient way.

Descripció

Exams: evaluation of each subject through exams.
Master's Final Project: completion and public defence of an individual thesis.
Individual and group work: realization of exercises using real cases.
Attendance: a high level of attendance is required for course lectures and seminars.

Llistat de sortides professionals

Product Manager
Brand manager
Communication departments
Head of Sales Department and Sales Manager
Digital Marketing Manager

Beques disponibles

Merit Based Scholarship

Ajuts disponibles

External financial aid

Alumni discounts

UPF Employee Discounts

UPF Partner Latinoamerican Universities Discount

Procés d'admissió

University Master

Eines

On-campus

Introducció

The Master in Marketing is characterized by offering an interactive learning experience. Classes are complemented by conferences and seminars so that the student acquires all the necessary knowledge to become a marketing professional.

Ocultar curs dels resultats de cerca

Desactivado

Activar mòdul de finançament

Descripció curta

With an increasingly demanding market, the UPF Barcelona School of Management Master in Marketing, a program for an international audience, aims to raise marketing to its maximum potential. You will have a complete experience, where you will not only be provided with the necessary tools to design a marketing plan, but you will also learn to implement it according to your product, communicate it comprehensively, and determine its success.

Carrussel segells acreditacions

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Títol

Collaborating faculty

Text

Ricard Bonastre Verdaguer
He has a degree in Philosophy from Barcelona University and a Master's in IT Management from La Salle - Ramon Llull University. Founder and CEO of BYRatings. Entrepreneur, Business strategist, and executive developer with international experience in Internet, R+D environments, Universities, Public Administration, Insurance, and Banking.
Albert Camprubí Rovira
Managing Partner of Cuick
He has a degree in Sports Sciences from the Ramon Llull University and a Master in Marketing and Communication from the Ca'Foscari University of Venice, and a Master in Sports Management from the UPF-BSM. He has worked in the field of retail marketing, digital marketing and logistics in companies such as Decathlon and Nike.
Josep Estalella Camós
CRM Project Manager at Hewlett Packard (HP)
MBA from ESADE
Jordi Garolera Berrocal
Professor at ESCI-UPF
PhD in Business Administration from IESE
Thibisay Coromoto González Rodríguez
Professor at Pompeu Fabra University.
Strategic Communications and Change Management Consultant.
Master in Integrated Communication and Master in Corporate Event Management and Protocol by Complutense University of Madrid.
Gem Romero
Head of Strategy at Lola Mullen Lowe advertising agency. Holds a degree in Business Administration from ESADE and an MBA from the same school. He is the coordinator and professor of the Master's in Strategy and Creative Management at UPF Barcelona School of Management.
Dagoberto Itriago
Professor of Market Research at UPF. Holds a Master’s in Applied Social Research Techniques from the Autonomous University of Barcelona. Specialist in the Technology and Data Analysis Area of the Làbora Program (Barcelona City Council).
José Luis Marín
Adjunct professor in the Marketing Department at UPF Barcelona School of Management and associate professor at Pompeu Fabra University. Holds a Master’s in International Business from the University of Texas at Austin, a Master’s in Administration from ITESM, Monterrey Campus, and a degree in Industrial and Systems Engineering from ITESM, Monterrey Campus.

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Título en FRONT

Master in Marketing

Imatge per compartir a xarxes socials (OG:image)

Tags estudi

Strategic marketing

Branding

Digital marketing

Sol·licita informació via Hubspot

Off

Sessió informativa via Hubspot

Off

Duración

10.00Months

Preu

14500.00€

Créditos

60.00ECTS

Data inici programa

Mon, 09/01/2025 - 12:00

Tipo

Masters

Área

Marketing & Communications

Modalidad

On-campus

Turno

Afternoons

Idioma programa

Spanish

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Máster Universitario en Marketing

Máster en Estrategia y Gestión Creativa de la Marca

olga — Mon, 22 Feb 2021 08:36:13 +0000

Master in Brand Strategy and Creative Brand Management olga Mon, 03/01/2021 - 13:07

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015220

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Introducció

The Lifelong learning master's degree in Brand Strategy and Creative Brand Management is structured in 6 modules and a master's project that is developed throughout the course. The first four modules focus on the figure of the brand planner and correspond to the Postgraduate Course in Strategic Brand Planning and Brand Meaning.

Mòduls

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Brand diagnosis

Matèries

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Overview of the process of defining a brand strategy. Methodologies and tools for brand, communication, market, and consumer analysis.

Assignatures

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The process of defining a brand strategy

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Consumer analysis

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Analysis of brand discourse

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Digital metrics analysis

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Brand diagnostic workshops

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Ideation and conceptualization of the brand

Matèries

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Types of brand strategy. Ideation processes + design thinking and brand conceptualization models.

Assignatures

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Types of brand strategy

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Purpose and Brand Positioning

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Brand identity and personality

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Ideation and design thinking

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Brand conceptualization

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Ideation and design thinking workshops

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Brand conceptualization workshop

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Brand strategy

Matèries

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Assignatures

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Brand strategy

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Strategic innovation

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Branded content and social networks

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Brand strategy study cases

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Brand strategy workshop

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Brand manifesto

Matèries

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Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it.

Assignatures

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Definition of brand personality and tone

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Brand manifesto

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Brand manifesto workshops

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Milestone Presentation 4

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Decisions for a communication strategy

Matèries

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Types of communication strategy, definition of actions, and messages to convey the competitive advantage of the brand. Communication concept and copy strategy.

Assignatures

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Process and types of communication strategy

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Defining the tone of communication

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Definition of actions and messages. Copy strategy

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Coordination of the communication strategy: Consumer journey

Matèries

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Communication plan, definition of communication actions, and messages according to the consumer journey.

Assignatures

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Coordination of the communication strategy through the consumer journey

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Digital communication ecosystem

Matèries

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Branded content and development of branded content. Definition of the digital communication ecosystem. Role of each communication channel. Digital strategy and social media strategy.

Assignatures

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Branded content strategy

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Social media strategy

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Digital media strategy

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Communication strategy

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Creative activation

Matèries

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Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it.

Assignatures

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Creative concept

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Creative development

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Creative activation workshops

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Master's Final Project

Matèries

Assignatures

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Master's Final Project

Descripció

Project applied to the identity, innovation, and reputation of a brand based on a real client.

Títol

Note on the Curriculum

Matèries

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Titulació que s'obté

Once you have passed the program, you will receive the following electronic degree certification (eTítulo^©): Lifelong learning master's degree in Brand Strategy and Creative Brand Management, awarded by Pompeu Fabra University. The eTítulo^© will be issued in Catalan, Spanish and English.

The electronic degree certification (eTítulo^©) is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.

Activitats formatives complementaries

The Master in Brand Strategy and Creative Brand Management also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.

Qui pot aplicar

In order to apply to be on the master, you need to be a university graduate or a higher graduate and prove a minimum of two years of professional experience.

Introducció

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Introducció

The Master in Brand Strategy and Creative Brand Management brings together participants from all over the world who want to turn their professional careers towards the world of brands and become experts in strategic planning of the brand, its innovation, and its communication.

A unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising agencies, direct projects in brand strategy and innovation in consultancies, or perform strategic marketing functions in any company.

Descripció llarga (part visible)

The Lifelong learning master's degree in Brand Strategy and Creative Brand Management provides you with the necessary methodologies and tools to strategically think about the brand and define the guiding and unifying concept of what the brand wants to mean and commit to doing for people. A world of meanings and concepts that help structure, give meaning, and order all the actions that take place at the different points of contact of a brand.

Dades destacades

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Average age

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Average professional experience

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International participants

Dada

40%

Descripció llarga (mostrar més)

From concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation and social responsibility, you will learn to plan the creation and development of a brand strategically, to safeguard its reputation, and ensure its impact.

Throughout the lifelong learning program you will learn how to endow brands with a defined identity (ensure that their differential values are recognized and transmitted through Brand Meaning Creation), how to apply innovative concepts to keep it current and unique (Brand Strategy & Innovation), how to make it profitable through marketing, how to communicate it and with what creative pieces to highlight its presence in the market, to make the consumer react or how to get them to live in harmony with their environment by applying principles of social responsibility.

All this under the leadership of professors and professionals in marketing, strategic planning, creativity and brand identity, and with the collaboration of different real brands that allow participants to work on real brand and communication problems.

The Lifelong learning master's degree in Brand Strategy and Creative Brand Management is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Introducció

The Master in Brand Strategy and Creative Brand Management provides the knowledge and skills necessary to practice as an Account Planner in advertising agencies, direct projects in brand strategy and innovation in consultancies, or perform strategic marketing functions in any company.

Includes the option of doing extracurricular internships.

Especialitzacions

Per què triar aquest programa

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Unique in its speciality

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The first master's degree in Spain that considers branding from a 3.0 vision, conceiving the competitive advantage of a brand as a way to add value to people's lives and at the same time creating income for the company. The only master where you will be able to develop analytical, reasoning, and creative skills through a wide set of strategies and tools of Design Thinking.

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100% professionalizing program

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Project based on real clients

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The program has the collaboration of important brands that allow participants to develop their master's project around real brand and communication problems.

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In demand professional profile

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There is a growing demand in companies, advertising agencies, and consultancies, for specialists in strategy and brand management. Strategic brand planning and its communication has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.

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International recognition

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The Master in Brand Strategy and Creative Brand Management is aimed at graduates in business administration and management, advertising, communication, marketing, design, sociology, social psychology, and market research, as well as experienced professionals who wish to receive complete training in brand management.

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UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.

Perfil de l'estudiant

The master brings together participants from all over the world with training and experience in business administration, advertising, communication, marketing, or design. The program also has profiles from other backgrounds, such as sociologists and psychologists, interested in how different social and cultural movements affect brands, as well as entrepreneurial profiles.

The master has an international reputation and participants from more than 20 countries.

Introducció

The Master in Brand Strategy and Creative Brand Management is a professionalizing master. As such, it is taught by professionals of great prestige in their different disciplines of marketing, strategic planning, creativity, and brand identity, and who contribute both the view of the agency and that of the advertiser.

Carrussel metodologia

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100% practical and professionalizing

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Participative sessions with a teaching staff made up of professionals with wide experience in large clients and who contribute both the view of the agency and that of the advertiser.

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Partner brands

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Group project

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Workshop classes and tutorials

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Throughout each module, the participants have two workshop classes to advance their project.

In turn, the work groups will have a tutor to prepare the project. At the end of each module, the groups will have a minimum of two personalized tutorials.

Descripció

Work for a brand is the fundamental piece of postgraduate evaluation. Each group must make a brand diagnosis, a strategic brand plan, and a Brand Manifesto, a communication strategy, and proposals for creative activation.

Peer to peer evaluation, attendance of the workshops, evaluation by the tutors and evaluable exercises will increase or decrease the individual grade.

Llistat de sortides professionals

Brand manager
Director of communication
Brand director
Director of brand and innovation projects
Director or head of strategic marketing
Strategic Planner
Brand Planner
Account Planner

Both in companies (communication or marketing development departments), and in brand consultancies and advertising agencies (strategic brand planning and communication departments).

Beques disponibles

Merit Based Scholarship

Ajuts disponibles

Alumni discounts

UPF Employee Discounts

UPF Partner Latinoamerican Universities Discount

Procés d'admissió

Other certificates

Eines

On-Campus&Live

Introducció

The methodology of the program aims to be eminently participatory and oriented to professional practice. For each of the course modules, the following is considered:

Presentations of key concepts and conceptual frameworks by the teacher
Discussion about the content of readings
Class discussion on practical cases
Resolution of practical cases
Workshop classes for the development of analytical, ideation, reasoning and creativity skills.

The concepts will be put into practice by defining a brand and communication strategy project on a specific case that the participants will work on throughout the course.

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Descripció curta

The Lifelong learning master's degree in Brand Strategy and Creative Brand Management is a program for an international audience that will turn you into a professional specialist in the management of a brand, the definition of its strategy, its communication plan at all levels, and its creative activation from a rigorous, innovative, and creative approach.

Carrussel segells acreditacions

EQUIS

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Títol

Collaborating faculty

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Silvia Bajo
Senior Advisor at LLYC. Former Brand Director of CaixaBank.
Cristina Barbosa
CEO of Ogilvy Spain and former Brand Director of Vodafone Spain.
Alberto Burés
Digital Strategic Planning Director at Lola Mullen Lowe.
Carmen Bustos
General Director at Soulsight Service Design.
David Caballero
Chief Creative Officer at Wunderman Thompson Spain.
Joao Candeias
Digital strategist at Volkswagen.
Luis Conde
Co-founder at Fuego Camina Conmigo & Strategy Director.
Uri Costak
Creative Director and Content Manager at Grupo Alkimia.
Nieves Durán
Brand Experience Managing Director at VMLY&R.
Mercè Elias
Partner-Director at Collaborabrands.
Raquel Espantaleon
Head of Strategic Planning era Sea. Rushmore.
María Fernandez
Brand Strategist at TikTok.
Anna Fornells
Brand Strategist Consultant.
Alfonso González
Head of Strategic Planning at Arena Media.
Guillem Graell
Managing Partner at Direct 2 Fan Partners. Former brand director of FC. Barcelona.
Montse Jimenez
Head of Brand & Image at TOUS Jewelry.
Alba Kent
Creative Director at Ogilvy.
Gonzalo Madrid
Chief Strategy Officer at WINK Transforming Through Digital.
David Miró
Business Development Director at Factorial RH. Ex-managing Director of PlayGround.
Glòria Muñoz
Director of e-commerce at Barça Licencing & Merchandising at FC Barcelona.
Master in Digital and Direct Marketing from UPF Barcelona School of Management.
Isabel Palacios
Brand Manager at Bacardi Group.
Alex Pallete
Chief Strategy Officer at Picnic.
Verónica Ponte
Head of digital marketing analytics at MRM-McCann.
Gem Romero
Coordinator
Head of Strategy at LOLA MullenLowe Barcelona.
He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
Agnès Rovira
Global Brands Strategic Director Consultant. Master's degree in Marketing by the University of London.
Agnès is certified in creative coaching by the NY Creativity Coaching Association. She has worked as Head of Strategy at Catorce DDB, advertising consultant at Ipsos Asi London, and Strategy Director at Added Value and Collaborabrands.
Mireia San Nicolás
Africa Consumer Insight Director at GBfoods.
Sara Sobrón
Marketing Director at Educo NGO.
Guiomar Todó
Deputy CEO at EDUCO NGO.
Inmaculada Urrea
Founding member and branding consultant at SOFOCO Media.
Bachelor in Contemporary History and Advanced Studies Diploma in History of Art from the University of Barcelona. PhD in Communication in branding from Pompeu Fabra University.

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Título en FRONT

Master in Brand Strategy and Creative Brand Management

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Duración

10.00Months

Preu

12000.00€

Créditos

60.00ECTS

Data inici programa

Mon, 09/01/2025 - 12:00

Tipo

Masters

Área

Marketing & Communications

Modalidad

On-campus

Turno

Friday & Saturday

Idioma programa

Spanish

Ocultar presentació

Off

Ocultar pla d'estudis

Off

Ocultar professorat

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Ocultar metodologia

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Ocultar projecció professional

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Ocultar admissió i matrícula

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Nom datalayer/analítica

Máster en Estrategia y Gestión Creativa de la Marca