Keys

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Three dimensions...

The Degree in Marketing at the University of Navarra excels in three aspects of training, which set it apart from other, similar curricula:

The program stresses the current importance of creative factors when managing the marketing of organizations, with a particular, although not exclusive, focus on communication and brands. This is the origin of the two official specializations within the degree: "Communication and Creativity" and "Institutional and Corporate Communication".

The curriculum of the Degree in Marketing recognizes the importance of professionals' capacity for innovation and entrepreneurial spirit both in organizations and in understanding and adapting to fast-changing environments. Likewise, the curriculum also places special emphasis on subjects that develop this innovative, entrepreneurial profile from a marketing vantage point.

The new degree is underpinned by the idea that the recipe for success in marketing management is a profound understanding of the nature of human beings and human behavior, especially as consumers and citizens. This in-depth understanding requires both humanistic and technical knowledge, especially analytical tools and procedures to deal with the vast amount of quantitative and qualitative information generated in markets.

...two cross-cutting aspects

Today these three unique dimensions, which form one of the main focuses of the degree, are mediated by two other factors, which are present in a cross-disciplinary fashion throughout the entire program:

  • The use and development of new technologies

    Particularly information and communication technologies, whose impact in marketing activities is examined in all subjects.

  • The international approach

    The international approach to marketing means that this dimension must be present in all modules and subjects. This is reflected in the specific content and the activities carried out as part of the different subjects, 50% of which are taught in English. This is especially important given the international student body at the University of Navarra.

Marketing as the core of the discipline

Achieving balance and harmonious integration between three fields of knowledge (science, arts and humanities) is the cornerstone of the design of the Degree in Marketing at the University of Navarra. Also key was the decision to adopt the name "marketing" without adjectives, as we believe that the core of this discipline is precisely the orchestration of these fields of study, not their use as a complement to or a basis for other activities (communication, market research, etc.).

Bilingualism

Globalization has led to an increasing demand for bilingual professionals who can perform their jobs in an increasingly open, connected world. Regarded as the language of business, English is a constant feature in the language of marketing and in the relationships between brands and customers, and it is also the language that offers the most professional opportunities today. For this reason, the new degree offers 50% of its content in English with the goal of training students to become professionals who can work in an increasingly international market, with English at the core of their activity.

Pioneers in communication studies in Spain

The School of Communication at the University of Navarra was the first center in Spain to offer university-level degrees in communication. Since 1958, the University of Navarra has been training students to become communication professionals with the depth and quality expected of a university institution.

Ever since it was founded, the School has been a benchmark in its respect for truth and freedom and in its pioneering, innovative style, along with its service-based approach and its commitment to quality and excellence, which form part of our very DNA.

The School of Communication has had a clear international vocation since its creation. Since its early years, it has attracted students from many different geographical backgrounds and academic staff members who are active in the main international forums and associations in the field of communication. Today, 20% of the students in our programs come from abroad, from more than 30 countries.