Advertising Creation & Strategy – Part-Time / Work-Study Program

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

Face-to-face training available at :

Bordeaux, Lille, Lyon

Next Intake: October 2026
› 12-month program compatible with professional activity and available in a work-study format (455 hours of in-person classes)
› Monthly course and practice seminars lasting 5 to 7 days

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Highlights

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

Creative Therapy: just like in an agency, students are divided into specialized teams during case studies. Each session brings a new brief and a new brand.
Coaching: personal development courses led by professional coaches, including sessions such as improvisational theatre.

Special Workshops: writing workshops to master storytelling, brand content sessions to ask the right questions and build a clear message, as well as modules focused on digital challenges and start-up creation to help you dive into the industry.
Masterclasses & Professional Encounters: inspiring meetings with industry experts and creative professionals from diverse backgrounds.

MBA publicité dans le top 5 des meilleurs masters direction artistique

2nd place in the 2025 Eduniversal Ranking – Best Master’s in Design, Graphic Arts & Art Direction

The Specialized MBA in Advertising Creation & Strategy is ranked 2nd among the Best Master’s in Design, Graphic Arts & Art Direction in the 2025 Eduniversal Ranking.

Specialized MBA Program

Objectives:

Open to anyone with a passion for advertising creation who wishes to turn it into a career, the Specialized MBA in Advertising Creation & Strategy aims to unlock your creative potential and train you to become the copywriters, art directors, and strategic planners who will drive tomorrow’s agencies and brands forward.

Creative Culture & Advertising Creation

› Analysis of international campaigns
› History of advertising
› Understanding and experimenting with the mechanisms of creative advertising
› Decoding advertising imagery: posters, print, film, and digital
› Roles and definitions of key players in the advertising industry

Copywriting & Storytelling

› Mastering copywriting techniques
› Building strong image/word synergy
› Working within a creative team
› Structuring and refining creativity
› Developing insight and critical thinking
› From copywriter to digital storyteller

Art Direction & Graphic Design Tools

› Deepening proficiency in graphic design software: Photoshop, Illustrator, and InDesign
› Audiovisual production
› Courses in layout design, visual semiotics, and logo creation
› Building a strong advertising image
› Introduction to video, editing, and photography through dedicated workshops
› Introduction to typography

Web Design & Digital Copywriting

› Introduction to digital communication
› Web culture and digital writing
› Web design and UX: creating mock-ups, homepages, and applications
› Social media and Big Data

Trends Analysis & Strategic Planning

› Strategic planner missions
› Market analysis and trend monitoring
› Brand content & brand culture
› Turning client briefs into agency briefs
› Digital strategic planning
› Media planning and innovation

Consumer Sociology & Trends

› Consumer trends and behavior
› Psychosociology
› Neuromarketing
› Future of media and foresight
› Observing innovation and new communication tools

Operational Objectives / Skills Targeted by the Certification

› Develop a communication strategy.

› Implement a communication strategy.

› Manage internal and external communication teams.

› Oversee brand management.

Teaching Methods

› Courses delivered by active professionals from the communication and advertising industries.

› Real-life case studies provided by partner companies.

› Agency competitions, masterclasses, and creative workshops.

Assessment Methods

› Continuous assessment throughout the program and submission of a final professional report.

Certification Methods

› The “Communication Manager” certification (Level 7, equivalent to a Master’s degree) is awarded upon validation of all skill blocks.

› RNCP Title “Communication Manager” – Level 7 (equivalent to Master’s degree) issued by EFAP: professional certification registered with the RNCP by France Compétences on May 31, 2023 (RNCP 37658).

› A validated skill block remains valid for 5 years.

› No transfer or equivalency pathway.

Accessibility for persons with disabilities

If you have any questions about the accessibility of our programs, please contact us at: accessibilite@efap.com .

Key Performance Indicators

Under a professional training contract:

› Certification exam participation rate (Class of 2023): 100%

› Certification success rate (Class of 2023): 100%

› Overall employment rate within 12 months (all jobs): 88%

› Employment rate in positions related to the certification within 12 months: 75%

Under an apprenticeship contract:

› Certification success rate: N/A (first graduating class in 2024)

› Certification exam participation rate: N/A (first graduating class in 2024)

› Graduate employment rate within 12 months: N/A (first graduating class in 2024)

› Further study rate: N/A (first graduating class in 2024)

› Graduate employment rate within 6 months (overall): N/A (first graduating class in 2024)

› Graduate employment rate within 6 months (target position): N/A (first graduating class in 2024)

› Added value of the institution: N/A (first graduating class in 2024)

› Training interruption rate: N/A (first graduating class in 2024)

› Apprenticeship contract termination rate: N/A (first graduating class in 2024)

Additional indicators available on the website: https://www.inserjeunes.education.gouv.fr/diffusion/accueil

Download the brochure

Profiles & Career Opportunities

More than just a traditional Master’s in Advertising, the Specialized MBA in Advertising Creation & Strategy is designed to serve as a true springboard into a constantly evolving and remarkably dynamic industry. Whether you are a student or a professional seeking a career change, this program is open to anyone eager to explore the secrets of the advertising world. Guided by a team of dedicated, demanding, and passionate professionals, you will take your first steps into this fascinating field full of career opportunities and develop the skills to become:

› Account Director
› Copywriter
› Digital Storyteller (versatile digital copywriter)
› Art Director
› Strategic Planner
› Content Creator / Web Content Editor
› Advertising Production Manager
› Project Manager / Account Executive

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 program from a new perspective and meet the Program Director!

To register or schedule an appointment, please contact:

Lyon

mbalyon@efap.com

+33 4 72 10 69 76

Bordeaux

mbabordeaux@efap.com

+33 5 40 24 01 28

Lille

mbalille@efap.com

+33 3 20 74 64 92

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