ELISAVA Barcelona School of Design and Engineering
Postgraduate in Creative Direction and AdvertisingDURATION
6 months
LANGUAGES
Spanish
PACE
Request pace
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Feb 2026
TUITION FEES
Request tuition fees
STUDY FORMAT
On-Campus
Key Summary
Introduction
Postgraduate in Creative Direction and Advertising
Boost creativity as a differentiating factor to get brands and companies positioned with creative proposals which help to communicate products and services.
The Postgraduate in Creative Direction and Advertising aims to transfer theoretical, methodological and practical knowledge, while working on the student's analytical capacity and promoting creativity in each project, with the objective of training effective, critical and competitive advertising specialists.
The need to convince and sell in an increasingly global, competitive and visually noisy market requires new highly creative advertising proposals. In this context, the designer and the creator figures gain a decisive importance at the moment of generating persuasive messages, both in the public and in the private sphere. Advertising needs professionals who master the mechanisms and languages of visual communication and new media to achieve the objectives of companies and institutions, thus generating relevant conversations between brands and consumers. The advertising graphics, the spot, the branded content, the interactive advertising and new media are shown as highly persuasive and effective resources that must be known and mastered.
Admissions
Scholarships and Funding
Several scholarship options are available. Please check the school website for more information.
Curriculum
Professional context and creativity
- Advertising and context
- Evolution of the advertising model
- Global vision of an advertising campaign: steps, stages and responsibilities
- BEEF method
- Creativity. Advertising and Business
- Creative briefing
- Creative techniques. Copy Concept
- Evolution of the advertising model
- Global vision of an advertising campaign: steps, stages and responsibilities
- BEEF method
- Creativity. Advertising and Business
- Creative briefing
- Creative techniques. Copy Concept
Creative department and Tool Kit
- Method for generating creative concepts
- COCOTRANS. Copy, Combine and Transform processes and responsibilities
- Narrativity and advertising
- Ideation
- Expression and visual rhetoric figures
- Design and Art direction
- COCOTRANS. Copy, Combine and Transform processes and responsibilities
- Narrativity and advertising
- Ideation
- Expression and visual rhetoric figures
- Design and Art direction
- Imaginaries and persuasion
- Imaginaries, Attributes and aesthetic categories
- Script, technical script and story
- Visual treatment applied to communication
- Imaginaries, Attributes and aesthetic categories
- Script, technical script and story
- Visual treatment applied to communication
Technological thinking
- Interactivity
- Channel analysis and digital and interactive formats
- Social media and digital identity
- Interactive creativity
- Channels and digital mediaInnovation and technology applied to communication
Total Events. Large format advertising
- Events. Organization and basic procedures
- Contextualization, evolution and trends
- Representation companies
- Representation of brands and celebrities
- Large format advertising
- A globalized world
Program Outcome
Postgraduate in Creative Direction and Advertising. Awarded by UVic-UCC.
ECTS credits: 30
Objectives
- Provide students with a competitive professional profile that incorporates the latest trends in communication and comprehensive marketing into their practices.
- Promote creativity as a factor of differentiation and positioning, both for organizations in the private sector and for those in the public sector.
- Train new professionals with a strategic vision and thinking towards communication and design, to achieve real and efficient solutions to the problems raised.
- Offer designers and communication professionals the possibility of integrating the knowledge acquired into professional practice from a design perspective.
- Create a training framework that integrates the latest user-centered design research criteria with current advertising practice.
- Train advertising specialists who are effective, critical and competitive.