The Advertising & Branding (AB) Concentration aims to cultivate strategic thinkers capable of planning and conducting successful branding and advertising campaigns. Students will develop their traditional and digital media skills and apply them to a creative and communicative environment. The program builds on a solid network of alumni who are involved in collaborating with students throughout their studies.

The curriculum of this program provides students with training in strategic planning, campaign planning and management, communication research methods, consumer perspectives, and copywriting—among others. Students will learn how to define, evaluate, and develop sound strategies for brand management, advertising campaigns, and integrated communication. The curriculum follows the latest digital trends and offers students a good knowledge basis and applications of artificial intelligence and digital communication.

AB graduates will embrace future careers in advertising and branding and become account managers, brand consultants and managers, creative directors, advertising copywriters, integrated marketing communication strategists and planners.