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Studies & Degrees in Marketing and Innovation

Marketing and innovation is the part of business studies that deals with how organisations find out what customers need, develop new products and services, and bring them to market. Students learn market research and consumer behaviour, branding, pricing, distribution and communication, and combine them with the management of innovation: spotting opportunities, testing ideas, writing a business plan and launching a product. Digital marketing, e-commerce and data analysis are now part of most programmes.

The subject suits students who like both creative and analytical work. A typical course mixes statistics and market studies with teamwork on company projects, presentations and campaign planning.

Qualifications and levels

All the schools listed for this subject on SpainExchange are in Spain, so the Spanish framework applies. Spanish university studies have three stages: bachelor's degree (grado), master's degree and doctorate. Royal Decree 822/2021 sets the grado at 240 ECTS credits, 60 per academic year, and official master's degrees at 60, 90 or 120 ECTS credits.

  • Bachelor's degree (grado): 240 ECTS in marketing, often combined with market research or digital communication.
  • Official master's degree (máster universitario): 60 to 120 ECTS, with specialisations such as marketing management, digital marketing or strategy.
  • School's own master's programmes: business schools also award their own qualifications or lifelong-learning master's titles (máster de formación permanente). These are not official master's degrees, so check which title a programme leads to before enrolling.
  • Vocational training (FP): the higher-level qualification Técnico Superior en Marketing y Publicidad belongs to the Comercio y Marketing family and lasts 2,000 hours. Its modules include market research, marketing policies, digital marketing and the launch of products and services. A Bachiller certificate or an equivalent qualification gives access.

Where to study it

SpainExchange lists 8 active schools for marketing and innovation, all in Spain: business schools and university faculties in Barcelona, Madrid, Zaragoza and Granada, among other cities.

At the Universidad de Zaragoza, the Facultad de Economía y Empresa teaches the Grado en Marketing e Investigación de Mercados on its Río Ebro campus; a new study plan has been phased in year by year since the 2025-26 academic year. The same faculty offers the Máster Universitario en Dirección, Estrategia y Marketing, a 60-credit official master's with a specialisation in marketing and market research. For the 2026-27 academic year the faculty gives a public price of €30.40 per credit at first enrolment, or €1,824 for the 60 credits.

EAE Business School, with campuses in Barcelona and Madrid, offers the Grado en Marketing y Comunicación Digital (240 ECTS, an official degree awarded through UNIE, taught in Spanish) and a 60 ECTS Máster en Emprendimiento e Innovación in Madrid, a ten-month full-time programme that leads to a lifelong-learning master's title from UNIE and EAE's own master's title. ESEI International Business School in Barcelona teaches its Master in Digital Marketing entirely in English and also lists a Master in Innovation & Entrepreneurship. La Salle – Universitat Ramon Llull in Barcelona has a Máster Universitario en Dirección de Marketing Digital y Redes Sociales, and Escuela Internacional de Gerencia (EIG) offers the higher vocational cycle in Marketing y Publicidad in Granada, Seville and Málaga.

Most university programmes are taught in Spanish. Several business schools in Barcelona and Madrid teach in English, which is the usual route for students who do not yet speak Spanish.

Careers

Graduates work in the marketing, sales and product departments of companies, in advertising and market research agencies, in consultancy and in start-ups. According to TodoFP, the Spanish government's vocational training portal, holders of the higher vocational qualification work as marketing technicians, assistants to product managers, public relations technicians and market and opinion research technicians, in companies of any sector.

The schools name similar roles for university graduates. EAE lists product manager, brand manager, digital marketing specialist and e-commerce director among the career paths of its marketing degree, and heads of innovation and intrapreneurship, managers of business accelerators and founders of new companies for its entrepreneurship and innovation master's.

Frequently asked questions

How long does a marketing degree take in Spain?

A bachelor's degree (grado) has 240 ECTS credits at 60 credits per academic year, which is four years of full-time study. An official master's degree adds 60 to 120 ECTS credits.

Can I study marketing and innovation in English in Spain?

Yes. Some business schools teach in English: ESEI International Business School in Barcelona states that its Master in Digital Marketing is taught 100% in English. University degrees at public faculties are mostly taught in Spanish.

Is a business school master's an official degree?

Not always. An official master's is called máster universitario. Many business schools award their own qualification or a máster de formación permanente instead, so check the title on the programme page.

Is there a vocational route into marketing?

Yes. The higher-level vocational qualification Técnico Superior en Marketing y Publicidad lasts 2,000 hours and prepares for technical jobs in marketing, advertising and market research.