Advertising Creation & Strategic Planning – Work-Study & Full-Time

Become a creative professional driven by purpose and ideas, mastering the codes and dynamics of a rapidly changing world - the world of advertising.

Work-study program available in: Bordeaux, Lille, Lyon, Paris

› 12-month program compatible with professional employment and available as a work-study program (455 hours of face-to-face instruction)

Full-time program available in: Paris

› 6 months of academic training (approx. 400 hours of face-to-face instruction)
› 6-month company placement

Double degree available in Miami and New York

Next intake: October 2027

Download the brochure

Make an appointment

Join EFAP

Highlights

The world no longer belongs to those who wake up early, but to those who have ideas, whether it’s early in the morning or very late at night. Breaking the rules, stepping out of conventions, aiming precisely, provoking emotion, creating meaning, trying to reinvent the world — this is the very essence of creativity.

Creative Therapy: Just like in an agency, you will be divided into areas of expertise during case studies. Each session presents a new brief and a new brand.
Coaching: Personal development courses will be led by professional coaches, including theatre improvisation classes.

Special Workshops: Writing to master storytelling, Brand Content to ask the right questions and build a clear message, and a session on digital challenges and startup creation to help you dive into the deep end.
Masterclasses and Meetups: Opportunities to meet industry professionals and creatives from all backgrounds.

MBA Advertising in the Top 5 of Best Master's in Artistic Direction

2nd Position in the Eduniversal 2026 Ranking - Category Best Master's in Design, Graphic Design, and Artistic Direction

The MBA Specialized in Advertising Creation & Strategic Planning ranks 2nd in the national ranking of the best Masters in Design, Graphic Design, and Artistic Direction in the Eduniversal 2026 ranking and holds the 1st position in Paris.

Specialized MBA Programme

Objective(s):

The Specialized MBA in Advertising Creativity and Strategic Planning is a programme designed to:

Acquire the skills required for careers as copywriters, art directors and strategic planners
Develop, master and unlock your creative potential

Creative Culture & Advertising Creativity

› Analysis of international campaigns
› History of advertising
› Understanding and experimenting with the mechanisms of advertising creativity
› Analysis of advertising imagery: posters, press, films and digital media
› Roles and responsibilities of the various advertising industry professionals

Copywriting, Creative Writing & Storytelling

› Mastering copywriting principles and techniques
› Making the most of the interplay between words and images
› Working as part of a creative team
› Channeling your creativity
› Developing sharpness and critical thinking skills
› From copywriter to digital storyteller

Art Direction & DTP

› Developing advanced skills in graphic design tools: Photoshop, Illustrator and InDesign
› Audiovisual production
› Layout design, image semiotics and logo design
› Creating advertising visuals
› Introduction to video, editing and photography through dedicated workshops
› Introduction to typography

Web Design & Web Copywriting

› Introduction to digital communication
› Web culture and web copywriting
› Web design and user experience: creating mock-ups, homepages, applications, etc.
› Social media and Big Data

Research & Strategic Planning

› Strategic planning responsibilities
› Analysis and trend monitoring
› Brand content & brand culture
› Turning a client brief into an agency brief
› Digital strategic planning
› Media planning and media innovation

Sociology & Consumer Trends

› Consumer trends and behaviour
› Psychosociology
› Neuromarketing
› The future of media and foresight
› Monitoring innovations and new communication tools

Operational Objectives / Skills Acquired

› Develop a communication strategy.

› Implement a communication strategy.

› Manage internal and external communication teams.

› Manage a brand.

Teaching Methods

› Courses taught by active communication professionals.

› Real-life case studies provided by partner companies.

› Agency competitions, Masterclasses, Workshops…

Assessment Methods

› Continuous assessment throughout the programme and competency validation assessments.

Certification

› The award of the “Communication Manager” Level 7 certification (equivalent to a Master’s degree / 5 years of higher education) is subject to the validation of all competency blocks.

› RNCP qualification "Communication Manager", Level 7 (equivalent to a Master’s degree / 5 years of higher education), awarded by EFAP: professional certification registered with the RNCP by decision of France Compétences on 26/06/2026 for a period of 5 years (RNCP 42474).

› In the event of partial validation, each validated competency block remains valid for life.

› No further study opportunities / No bridging programme.

Accessibility for people with disabilities

You may have questions about your ability to attend our programmes. Please contact us: [accessibilite@efap.com](mailto:accessibilite@efap.com)

Results Indicators – Full-Time Programme

› Percentage of students sitting competency validation assessments (2024 cohort): 100%

› Programme completion rate (2024 cohort): 99%

› Overall employment rate 6 months after graduation (all jobs): 87%

› Employment rate in the occupation targeted by the programme 6 months after graduation: 80%

Results Indicators – Apprenticeship Programme

› Programme completion rate (2024 cohort): 99%

› Percentage of students sitting competency validation assessments (2024 cohort): 100%

› Further study rate: 5%

› Graduate employment rate 6 months after graduation (all jobs): 87%

› Graduate employment rate 6 months after graduation (target occupation): 80%

› Institution added value: +2

› Programme interruption rate: 0

› Apprenticeship contract termination rate: 8.5%

+ More indicators are available on the following website: [https://www.inserjeunes.education.gouv.fr/diffusion/accueil](https://www.inserjeunes.education.gouv.fr/diffusion/accueil)

>> Download the full programme brochure

Profiles & Career Opportunities

More than a Master's degree in Advertising, the Specialized MBA in Advertising Creation and Strategic Planning is designed to be a valuable stepping stone in a constantly evolving and remarkably dynamic industry. Whether you are a student or a professional undergoing a career transition, this advertising communication program is aimed at anyone wishing to discover the secrets of the advertising world. Supported by an attentive, demanding and, above all, passionate professional team, we will guide your first steps into this fascinating world offering a wide range of career opportunities, enabling you to become:

Account Director
Copywriter
Digital Storyteller (versatile digital copywriter)
Art Director

Strategic Planner
Content Creator / Web Content Editor
Advertising Production Manager
Project Manager / Advertising Account Manager

```

Admission Requirements

To be eligible for our advertising program, you must hold a 4- or 5-year higher education degree (Bac+4/+5) from one of the following:

Business, communication, or engineering schools; IEP (Instituts d’Études Politiques)
A master’s degree in higher education (science, management, economics, law, LEA, etc.)

Professionals with a significant track record and experience may also apply to the Specialized MBA via VAP (Validation of Prior Experiential Learning).

Admissions Process (Two Stages)

Eligibility: an initial screening based on the application file by the admissions committee.
Admission: shortlisted candidates are invited to an interview with the program director and/or an industry professional.

Apply

Financing your studies

Book an Appointment

Discover our Advertising & Strategy programme from a new perspective and meet the programme director!

To register, please contact:

Paris

mba@efap.com
01 85 34 10 12

Lyon

mbalyon@efap.com
04 81 68 33 80

Bordeaux

mbabordeaux@efap.com
05 40 24 01 28

Lille

mbalille@efap.com
03 20 74 64 92

News

À Bordeaux, la campagne des étudiants EFAP s’affiche en grand

Alex et Lucile, deux étudiants du MBA Spécialisé Communication & Stratégies Publicitaires du campus de Bordeaux se sont engagés pour la bonne cause, dans le cadre de la compétition étudiante des Trophées de la Com. Sud-Ouest.

Play

Cérémonie de remise de diplômes de la promotion 2023 de l'EFAP Paris : une célébration mémorable avec Olivier Nakache et Éric Toledano

C’est au prestigieux Théâtre du Châtelet que s’est tenue la cérémonie annuelle de remise des diplômes de l’école de communication à Paris EFAP, sous le parrainage des réalisateurs et scénaristes Olivier NAKACHE et Éric TOLEDANO. Un moment inoubliable pour nos étudiants parisiens.

watch the video

Play

Masterclass de l'EFAP avec Pierre Viallaneix : directeur de création chez Saatchi & Saatchi

Les étudiants de l'école de communication EFAP ont eu la chance de se rendre dans les locaux de la célèbre agence de publicité : Saatchi & Saatchi. L'occasion pour eux d'échanger avec leur directeur de création, Pierre Viallaneix.

watch the video

Discover all our news