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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
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.
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
Objective(s):
The Specialized MBA in Creative & Advertising Strategies is a program designed to:
Acquire the skills required for careers as a copywriter, art director, and strategic planner
Develop, master, and fully express your creative potential
Creative Culture & Advertising Creation
› Analysis of international campaigns
› History of advertising
› Understanding and experimenting with advertising creation mechanisms
› Decoding advertising imagery: posters, print, film, and digital
› Roles and definitions of the different players in advertising
Copywriting & Storytelling
› Mastering copywriting techniques
› Optimizing the image/word relationship
› Working as a creative team
› Structuring and refining creativity
› Developing insight and critical thinking
› From copywriter to digital storyteller
Art Direction & Graphic Design
› Strengthening mastery of design tools: Photoshop, Illustrator, and InDesign
› Audiovisual production
› Courses in layout, 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 Writing
› Introduction to digital communication
› Web culture and digital writing
› Web design and UX: creating mockups, homepages, applications, etc.
› Social media and Big Data
Trends Monitoring & Strategic Planning
› Roles and missions of strategic planning
› Market analysis and monitoring
› Brand content & brand culture
› Transforming a client brief into an agency brief
› Digital strategic planning
› Media planning and media innovation
Consumer Sociology & Trends
› Consumer trends and behaviors
› Psychosociology
› Neuromarketing
› Future of media and foresight
› Observing innovations 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.
› Manage a brand.
Teaching Methods
› Courses delivered by active professionals in the communication field.
› Real case studies assigned by partner companies.
› Agency competitions, masterclasses, workshops…
Evaluation Methods
› Continuous assessment throughout the program and submission of a final professional report.
Certification Methods
› Certification “Communication Manager” (Level 7, equivalent to a Master’s degree) is awarded upon validation of all skill blocks.
› RNCP Title "Communication Manager", Level 7, issued by EFAP – professional certification registered with France Compétences on 31/05/2023 (RNCP 37658)
› In the event of partial validation, each validated skills block is acquired for life.
› No further study pathway available.
Accessibility for persons with disabilities
If you have questions about program accessibility, please contact us at: accessibilite@efap.com
Key Performance Indicators
Under an apprenticeship contract:
› Certification success rate (Class of 2024): 99%
› Certification exam attendance rate (Class of 2024): 100%
› Further studies rate: 5%
› Graduate employment rate at 6 months (all jobs): 81%
› Graduate employment rate at 6 months (target profession): 70%
› Institutional value added: +2
› Training interruption rate: 0
› Apprenticeship contract termination rate: 8.5%
+ 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.
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:
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