Higher Vocational Training Programme (CFGS) in Marketing and Advertising in Barcelona

Key subject to understand the company from the perspective of viability and numbers. You will work on entrepreneurial initiative and legal structures, financing (loans, leasing, renting), investment analysis (NPV, IRR, break-even point), and billing and taxation (VAT, income tax, corporate tax). You will learn accounting according to the General Accounting Plan, preparing annual accounts, and using spreadsheets and accounting software to make informed decisions.

Subject focused on analysing market opportunities and defining the marketing mix to launch or reposition products and brands. You will work on product (attributes, life cycle, portfolio, and positioning), price (costs, demand, competition, margin, and break-even point), distribution (channels, contracts, costs), and communication (advertising, promotion, PR, direct/relationship marketing, and online). You will learn how to create briefings, build a complete marketing plan (objectives, strategies, budget, execution), and monitor its results with indicators and adjustments.

Practical subject to master the online ecosystem of the company: from internet access and services (email, FTP) and electronic billing with security and digital signature, to basic cybersecurity and online procedures. Students create websites focused on UX/SEO and e-commerce, define social media strategies and social selling, and design a Digital Marketing Plan (SEO, SEM, analytics, CRM, mobile).

Introductory subject to digital transformation in the company: differentiates IT and OT environments, identifies enabling technologies (AI, Big Data, IoT, and cloud), and explains cloud/edge/fog/mist architectures and their impact on efficiency and costs. The subject covers data governance, its lifecycle, and cybersecurity in connected systems. The module culminates with a digital transformation project aligned with the organisation's strategic objectives.

Key subject for making data-driven decisions: analyse market and environment (micro/macro), consumer behaviour and segmentation; set up a Marketing Information System (MIS) and design the research plan (objectives, methods, and budget). The subject covers secondary and primary sources (surveys, interviews, focus groups; CAPI/CATI/CAWI), probabilistic and non-probabilistic sampling, and statistical analysis to create reports and manage relational databases with professional rigor.

This subject teaches how to organise the customer service department, defining its functions, structure, and relationship with other areas to project a consistent corporate image. Students learn communication techniques, information management with CRM, handling complaints and claims, and mediation and arbitration processes. Additionally, it covers consumer protection regulations, the creation of quality and loyalty plans, and the design of programmes to improve customer experience. This is essential training to ensure a professional, empathetic, and effective service.

This subject supports students in their professional and personal development, helping them to understand the labour market, its opportunities, and the most in-demand profiles. It covers occupational risk prevention, basic labour legislation, types of contracts, Social Security, and workers' rights and duties. Additionally, it develops self-awareness and career guidance strategies, design of a labour insertion plan, and the use of digital learning environments (PLE) to enhance employability. This is essential training to prepare students for their entry into the workforce with confidence, initiative, and a forward-looking vision.

This subject develops the linguistic skills necessary for effective communication in professional and academic contexts. Students learn to understand oral and written messages, express themselves clearly and accurately, and write documents and reports typical of the business environment. It covers technical terminology, international courtesy protocols, writing emails and presentations, and communication in meetings or job interviews. Additionally, it addresses sociocultural and professional aspects of the Anglo-Saxon world, which are essential for navigating global work environments with confidence.

This subject develops the communicative skills necessary to express oneself accurately and precisely in professional contexts in the Catalan language. Students learn to understand oral and written messages, deliver clear and structured speeches, and write professional documents and reports using the appropriate register. It covers sector-specific terminology, communication and courtesy protocols, and administrative and commercial writing. This is essential training to master the Catalan language in work environments and improve professional prospects in the business and social spheres of the Balearic Islands and Catalonia.

This subject equips students to create advertising and communication materials in various formats, applying graphic design, audiovisual, and digital techniques. It covers content planning, the use of professional layout, editing, and web design software, and the application of composition, colour, and typography principles. It also addresses persuasive communication, advertising creativity, and diffusion plan organisation, ensuring consistency with the corporate identity. This is comprehensive training to design effective and professional visual campaigns across any medium.

This subject prepares students to plan and execute public relations actions and marketing events aligned with the company's communication strategy. It covers PR tools, comprehensive event organisation (trade fairs, conferences, press conferences, or institutional events), supplier and resource management, and the application of corporate and institutional protocols. Students will also learn to coordinate teams, supervise the execution of events, and prepare evaluation reports of results. This is practical and strategic training to effectively communicate corporate identity and strengthen relationships with key audiences.

This subject teaches students to design and manage an advertising media plan, selecting the most suitable channels for each campaign. Students learn to collect and analyse audience data (EGM, OJD), compare agency offers, and calculate key indicators such as GRP, CPM, or ROI. The course covers the characteristics and advantages of graphic, audiovisual, digital, and outdoor media, as well as online and offline advertising strategies. It also addresses monitoring and controlling the execution of the plan, advertising purchasing, and the preparation of media coverage reports and press clipping.

This subject trains students in the planning, execution, and control of fieldwork within market and opinion studies. Students learn techniques to organise survey teams, define selection and training profiles, and establish motivation and compensation systems. The module covers the different types of surveys (PAPI, CAPI, CATI, CAWI), the use of structured questionnaires, the application of ethical standards (ESOMAR), and data verification and validation. Additionally, leadership, communication, and quality control skills are developed to ensure the reliability of the collected information.

This subject teaches students how to plan, organise, and control fieldwork in market and opinion studies. Students learn to lead survey teams, define selection and training profiles, and apply effective motivation and compensation systems. The course covers different types of surveys (in-person, telephone, and online), interview and questionnaire techniques, and research ethical protocols (ESOMAR). It also addresses quality control, data validation, and the preparation of results reports, ensuring the reliability and rigor of the commercial research process.

This subject boosts students' employability, initiative, and entrepreneurial mindset, combining personal development, leadership, and sustainability. It covers job search strategies, personal branding, emotional and social skills, and effective time management and teamwork. Students apply agile methodologies such as Design Thinking to generate and validate innovative and sustainable projects, linking circular economy and social well-being. The course culminates with the creation of an entrepreneurial project for social or technological innovation, aligned with the Sustainable Development Goals.

This subject introduces students to the principles of sustainable development and their application in business environments. It examines environmental, social, and governance (ESG) aspects, the Sustainable Development Goals (SDGs), and the global challenges arising from climate change, inequality, and resource management. Students learn to integrate circular economy, ecodesign, and sustainable strategies into production processes, as well as to create and interpret corporate sustainability plans with impact metrics and indicators. This is essential training to promote more responsible, competitive companies aligned with the 2030 Agenda.

This subject integrates the knowledge acquired throughout the course through the development of a practical project linked to the professional sector. Students identify real needs in the business environment, analyse their technical and economic feasibility, and design a complete action plan with objectives, resources, budget, and timeline. The subject covers the planning, execution, and control phases, including technical documentation, risk prevention, and results evaluation. It culminates in the presentation of a final professional project, demonstrating the student's ability to apply marketing, communication, and business management strategies in a real-world context.

• Entry with a completed HND meeting UCAS entry requirements.
• Scholarships applied to bachelor's degrees for undergraduate students progressing from an HND at eserp.
• Scholarships for the English language programme delivered during the first year.
• Extensive module recognition to support career progression pathways.

Credits:

• Recognised ECTS credits: 45.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 195.
• Total recognised modules: 08.

Modules:

• Commercial techniques: 03 credits.
• Designing and editing: 06 credits.
• Economics for communicators: 06 credits.
• Communication companies and business models: 06 credits.
• Introduction to marketing: 06 credits.
• Marketing and e-commerce: 06 credits.
• Public relations policies and techniques: 06 credits.
• Work-based learning: 06 credits.

Credits:

• Recognised ECTS credits: 27.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 213.
• Total recognised modules: 05.

Modules:

• Communication and information management techniques: 06 credits.
• Market research techniques: 06 credits.
• Policies and marketing strategies: 06 credits.
• Public relations and communication in international business: 03 credits.
• Work-based learning: 06 credits.

• Recognised ECTS credits: 30.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 210.
• Total recognised modules: 05.

• Legal informatics: 06 credits.
• Financial accounting: 06 credits.
• Legal English: 06 credits.
• Communication and information management techniques: 03 credits.
• Work-based learning: 09 credits.

Credits:

• Recognised ECTS credits: 33.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 207.
• Total recognised modules: 05.

Modules:

• Computing applied to criminology: 06 credits.
• Introduction to business I: 06 credits.
• Legal English: 06 credits.
• Communication and information management techniques: 06 credits.
• Work-based learning: 09 credits.

Credits:

• Recognised ECTS credits: 63.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 177.
• Total recognised modules: 09.

Modules:

• Economic-financial analysis in marketing I: 4.5 credits.
• Economic-financial analysis in marketing II: 4.5 credits.
• Introduction to marketing: 6.0 credits.
• Communication policy: 6.0 credits.
• Marketing and communication management: 4.5 credits.
• Market research I: 4.5 credits.
• Relational, direct and interactive marketing: 4.5 credits.
• Labour and social security law: 4.5 credits.
• Work-based learning: 24 credits.

Credits:

• Recognised ECTS credits: 34.5.
• Bachelor's (hons) degree credits: 240.
• Total credits to complete: 205.5.
• Total recognised modules: 03.

Modules:

• Introduction to marketing and business communication: 6.0 credits.
• Marketing management: 4.5 credits.
• Work-based learning: 24 credits.

The annual report reflects a very positive overall assessment of the 2023–2024 academic year. The year began normally with a notable increase in enrolment, reaching 65 students across the HND in marketing and advertising and HND in international trade, which supported career progression pathways and enabled the reopening of two first-year groups.

Ministry scholarships for post-compulsory studies (managed in Catalonia by the Generalitat) are aimed at students of A-levels, HND programmes, arts, sports and language education.

Applications are made between March and May 2025, even if you have not yet confirmed your career progression pathways. They cover tuition fees, accommodation, income and academic performance, with grants that can exceed €2,000 depending on family circumstances and the modules studied.

The process is entirely online, and the decision depends on the student’s financial and academic requirements.

The general annual programme (GAP) outlines the academic, organisational and pedagogical planning for the Higher Vocational Training Diplomas (HVTDs) in marketing and advertising and international trade.

The 2024–2025 academic year is structured with first-year morning sessions and second-year afternoon sessions, maintaining in-person teaching, continuous assessment and a teaching model based on work-based learning and personalised support to support career progression pathways.

The academic year will run from 12 September 2024 to 23 May 2025, combining in-person teaching, tutorials and extra-curricular activities to support graduate employability.

Institutional document establishing the legal, organisational, and academic framework of eserp, in accordance with the Law on Universities. It defines its nature as a private university centre with academic and financial autonomy, dedicated to higher education, research, and knowledge transfer.

It regulates the governance structure (General Board, General Management, and Steering Committee), the financial regime, the rights and duties of teaching staff, undergraduate students, and staff, as well as the functions of academic and quality services.

Furthermore, it establishes the principles of ethics, excellence, innovation, and social commitment, alongside policies for teaching, research, and collaboration with businesses and public bodies. Its objective is to guarantee rigorous, up-to-date education oriented towards the labour market, promoting the comprehensive development of the educational community and enhancing graduate employability.