Bachelor's Degree in Marketing and Advertising

3 Years On Campus Bachelors Program

IADE

Program Overview

The Bachelor’s in Marketing & Advertising at Universidade Europeia (IADE) is built for students who want to turn creative ideas into powerful brand stories and real business impact. It is a great fit if you are interested in digital marketing, advertising, and branding, as you will learn how to combine creativity with strategy to design campaigns that actually work in today’s fast-moving market.

Curriculum Structure

Year 1:
You start by building your creative and conceptual foundation, exploring modules like Creativity and Innovation, Branding, and Drawing & Visual Communication. This year helps you understand how ideas are developed and visually expressed, while also introducing you to the basics of communication and cultural context through subjects like Portuguese Language and Culture.

Year 2:
In the second year, the focus becomes more strategic and hands-on, with subjects such as Online Marketing and Interactive Communication, Web Design, and Marketing Plan. You begin applying what you have learned to real-world scenarios, working on practical projects where you design communication strategies and marketing campaigns.

Year 3:
The final year is all about professional readiness and specialization, where you deepen your knowledge in areas like branding and digital communication. You will work on advanced projects and complete a final project in marketing and advertising, giving you the chance to build a strong portfolio and show employers what you can do.

Focus Areas

Creative Strategy, Branding, Digital Marketing, Advertising Campaigns, Consumer Behaviour, Multimedia Communication

Learning Outcomes

Ability to create and manage marketing campaigns, develop strong brand strategies, use digital marketing tools effectively, understand consumer behaviour, and communicate ideas creatively across different media platforms

Professional Alignment (Accreditation)

The programme follows the European Higher Education framework (180 ECTS), ensuring your degree is recognised internationally and prepares you for roles across marketing, advertising, and communication industries

Reputation (Employability & Recognition)

IADE is known for its strong focus on creativity, design, and communication, with a practical learning approach that helps students build industry-relevant skills and improve employability through real projects and exposure

Experiential Learning (Research, Projects, Internships etc.)

At Universidade Europeia (IADE), you are not just sitting in lectures — you are actively building the kind of work you would do in a real marketing or advertising career. From early on, you will be involved in practical projects, creative challenges, and collaborative tasks that help you develop both your ideas and execution skills in a real-world context.

The learning approach is built around challenge-based and project-based learning, which means you will regularly work on campaigns, branding concepts, and communication strategies that reflect actual industry situations. This helps you graduate with a strong portfolio, not just theoretical knowledge.

To bring this experience together, the programme offers a range of practical opportunities and facilities:

• Project-Based Learning: You will continuously work on real-world marketing and communication projects, helping you understand how campaigns are built from idea to execution
• FÁBRICA Creative Hub: A dedicated space where you can experiment, develop creative ideas, and collaborate on innovative campaigns in a studio-like environment
• Industry-Focused Projects: Many assignments are aligned with real business challenges, giving you insight into how companies approach marketing and branding
• Digital & Creative Tools: You will gain hands-on experience with tools related to digital marketing, branding, content creation, and web design
• Collaborative Group Work: Team-based projects mirror how agencies and marketing teams operate, helping you build communication and teamwork skills
• Hyflex Learning Environment: A flexible, tech-enabled learning model that combines in-person interaction with digital tools for a more dynamic experience
• Research & Creative Spaces: Access to environments that support experimentation in communication, design, and marketing innovation
• Library & Learning Resources: Dedicated academic resources to support campaign research, strategy development, and creative thinking

Progression & Future Opportunities

Graduating from the Marketing & Advertising programmes at Universidade Europeia (IADE) means you step into the industry with more than just a degree—you leave with real experience, a strong portfolio, and the confidence to take on creative and strategic roles. Many students move directly into careers such as Marketing Executive, Brand Manager, Digital Marketing Specialist, and Advertising Strategist, supported by the university’s strong focus on practical learning and industry exposure:

• Employability Support: The university’s dedicated Careers & Employability Office helps you with CV building, interview preparation, internships, and direct employer connections
• Graduate Employability: IADE consistently reports high employability rates (around mid-90%), reflecting how well graduates transition into the job market
• Industry Collaboration: You will benefit from ongoing partnerships with companies, meaning your projects often reflect real business challenges and expectations
• Career Events & Networking: Regular employability fairs and networking events connect you with companies offering internships and graduate roles
• Portfolio-Driven Outcomes: By the time you graduate, you will have a strong portfolio of campaigns and projects to showcase your skills to employers
• International Opportunities: The programme opens doors to global career paths, supported by international exposure and collaborations

Further Academic Progression:

After completing your degree, you can continue with specialised Master’s programmes in areas such as Digital Marketing, Branding, Communication, or Business Strategy. This is a great way to deepen your expertise, move into leadership roles, or even explore international career opportunities at a high