Master in Branding and Creative Brand Communication

Creativity is not a tool, but a way of understanding the world. Only minds that develop creativity are able to generate new solutions to recurring problems. In this module, we explore not only the mechanisms of a creative mind, but also how to bring creativity to the forefront of our lives. This allows us to approach creativity from a broader perspective and later apply it within the field of communication, through case studies and practical exercises.

In this course, we take an in-depth look at the most commonly used consumer groups in marketing, usually segmented by age ranges and socio-economic levels. The approach combines emotional and psychological insights with an understanding of how people use technology throughout their daily lives in search of solutions.

This course examines how brands operate within intelligent systems that shape creativity, culture, and consumer behavior. Moving beyond technology as a tool, it explores algorithms, platforms, and AI as active creative forces, and how brands can create meaning, differentiation, and human authorship within these environments.

Today, no brand should exist without the ultimate purpose of building a long-lasting relationship with its customers from a deeply human perspective. Contributing to society, becoming part of social conversations around issues that matter and inspire us, and embracing social responsibility that cannot be superficial or performative. Brands must learn to express this reality with honesty in order to connect in a lasting way.

This course explores how interfaces shape attention, behavior, and decision-making in an environment where mobile is the default and attention is scarce. Rather than focusing on devices as channels, it examines interfaces as lived spaces and how brands design meaningful, non-intrusive interactions within them.

The way we shop, the food we eat, the places where we meet partners, how we manage our time, how we move through cities, and how we relate to our environment,  everything is constantly changing. In this module, we will uncover a reality in motion, made up of countless small shifts, and delve into the underlying reasons behind these changes.

Brands no longer live in campaigns alone. Every touchpoint, products, services, platforms, policies, partnerships, communicates and actively shapes brand meaning.
In this module, students will explore how brands move from communication to behaviour, and from visual identity to lived experience. We will examine how brand strategy operates across products, services, digital ecosystems, and organisational decisions, not just marketing outputs.

Digital marketing has its own language, and mastering it is essential. Understanding all the possibilities offered by the digital environment will help us create new opportunities for connection between brands and consumers. This course provides a comprehensive map of the disciplines that allow us to connect brands, consumers and technology, with the goal of giving students the broadest possible vision of their field of practice.

This module reframes social media as a cultural system shaped by communities, creators, and shared behaviours. Students will explore how brands earn relevance through participation, listening, and contribution rather than broadcasting.
The course focuses on influence through co-creation, remix culture, and real-time interaction, teaching when to speak, when to support, and when to step back.

Brands don’t just make content anymore, they build stories people choose to spend time with. This module examines how brands act as publishers and studios, creating narratives, formats, and worlds that compete with entertainment culture, not advertising.

A learning space focused on Adobe Creative Cloud software, where you will work with InDesign, Illustrator, Photoshop and Lightroom. You will have access to resources and exercises structured across three levels of difficulty: beginner, intermediate and advanced. You will be supported by a professional lecturer specialised in these tools. The course runs for 6 weeks, alongside the introductory workshop and the first module.

This workshop, highly valued by students, breaks down all the elements needed to understand the importance of clearly defining communication objectives within a brief. Through real examples, we dissect briefs piece by piece, allowing students to identify what is being asked, what is implied, and which objectives are often hidden beneath the surface.

Artificial Intelligence has arrived to revolutionize the communication industry. Beyond its benefits in process optimization and output quality, AI represents a fundamental shift in the skills professionals will need going forward. This workshop provides the foundations to become familiar with (and confidently use) a tool that is already shaping the most competitive professional profiles in the industry.

You will learn to strengthen your business mindset and transform a creative idea into a profitable and sustainable venture. You will discover the keys to turning projects into real opportunities, exploring areas such as strategic planning, resource management, market analysis, and value proposition.

You will explore the principles of Design Thinking through a new perspective on collaborative design that places the user at the centre and rethinks and adapts traditional design processes. You will acquire the tools needed to develop new methodologies in creative and entrepreneurial processes, using the latest techniques such as Manual Thinking, SCAMPER and lateral thinking.