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Advanced Marketing

Bilbao campus | Official Degrees


The Master's degree in Advanced Marketing is an itinerant programe between San Sebastian and Bilbao Campus.
Next edition, 2018/19: Bilbao Campus

Marketing today

Various recent studies (“From challenge to success: the transformation of marketing in the digital era”, IBM, October 2011, or “New jobs in marketing and communication at the service of the brand”, French Advertisers’ Club, October 2011) stress that those responsible for marketing:

  • Consider that they are not adequately trained to confront the crisis caused by the new digital era.
  • Recognise that the way in which their companies relate to customers is undergoing a radical change and doubt whether their organisations are sufficiently prepared to manage this transformation.
  • Identify 5 territories that are particularly stimulating and necessary.

 The digital scenario

The relationship with the client

Prospects and innovation

CSR and sustainable development

Intelligent strategy and coordinated management of the above to manage the brand

The Master’s in Advanced Marketing provides a novel response to the need to train marketing professionals with an in-depth knowledge of ICT, an accurate understanding of consumers and customers, and an overview of the changes taking place in different countries, in order to develop profitable and socially responsible organisations.

In summary, the University Master’s in Advanced Marketing (MUMA) intelligently integrates:

  • Traditional marketing (offline) with digital marketing (online).
  • The specific skills needed for marketing managers of the future: the ability to manage clients, the brand, distribution and communication, the digital dimension, innovation, sustainable development and social responsibility.