Marketing at AUREA is studied with two hands: the one that builds the idea and the one that measures it. The programme starts from consumer behaviour and market research, and only then arrives at the campaign — because a campaign without a diagnosis is expensive decoration.
From Term V, teams serve real clients through the agency studio: a local brand, a fixed budget, an agreed metric. Those cases are the portfolio the graduate goes job-hunting with.
2 years
of agency studio
26
brands served
1
portfolio on graduating
01Graduate profile
By the time you graduate, you will be able to:
Researches markets with qualitative and quantitative methods.
Builds positioning and brand architecture.
Plans and runs campaigns in digital and traditional media.
Measures performance with analytics and attributes results.
Directs content production and coordinates creative teams.
02Study plan
39 subjects · 171 credit units
Organised into 8 terms. Eight academic terms.
Term I
Year one- Marketing Fundamentals4 UV
- Professional Communication3 UV
- General Economics4 UV
- Applied Mathematics4 UV
- Visual Culture3 UV
Term II
Year one- Consumer Behaviour5 UV
- Descriptive Statistics4 UV
- Copywriting4 UV
- Design for Marketing4 UV
- Business English I3 UV
Term III
Year two- Market Research I5 UV
- Brand Management5 UV
- Accounting for Marketing4 UV
- Photography and Digital Production4 UV
- Inferential Statistics4 UV
Term IV
Year two- Market Research II5 UV
- Digital Marketing5 UV
- Channels and Distribution4 UV
- Audiovisual Production4 UV
- Business English II3 UV
Term V
Year three- Agency Studio I6 UV
- Digital Analytics5 UV
- Pricing and Profitability4 UV
- Services Marketing4 UV
- Advertising Ethics2 UV
Term VI
Year three- Agency Studio II6 UV
- Media Planning5 UV
- E-commerce4 UV
- Public Relations4 UV
- Specialist Elective I4 UV
Term VII
Year four- Marketing Management5 UV
- International Marketing4 UV
- Specialist Elective II4 UV
- Brand Entrepreneurship4 UV
- Professional Placement8 UV
Term VIII
Year four- Final Year Project10 UV
- Professional Portfolio4 UV
- Specialist Elective III4 UV
- Trends Seminar3 UV
03Admission
Requirements
- An upper secondary certificate, or proof of completion.
- A transcript covering all three baccalaureate years.
- ID card or birth certificate.
- Entrance test: reading comprehension and verbal reasoning.
- An interview with the programme lead.
04Afterwards
Where it leads
- Brand strategy and management
- Digital marketing and analytics
- Market research
- Creative direction and content production
- E-commerce
05Who teaches it
Staff on this programme
M.Sc. in Strategic Communication
Gabriela Suazo
Head of Marketing. Brand building in local markets, and measuring low-budget campaigns.
Brand Management · Agency Studio I and II
M.F.A. in Design
Andrés Portillo
Head of Digital Design. Screen typography and accessible design systems.
Typography I and II · Design Systems
M.B.A.
Patricia Zelaya
Dean of the Business School. Management of small and medium enterprises in economies with low levels of formalisation.
Strategic Management · Business Consulting I
06Frequently asked questions
About Marketing
Not on entry. Design for Marketing, and Photography and Digital Production, cover the production side. Creative direction is one of this programme's competences; advanced graphic execution belongs to Digital Design.
They contribute a production budget, not a fee. The studio is a teaching exercise, and the criterion for taking a client on is that the case teaches something.
Ready to apply to Marketing?
The application takes about fifteen minutes and can be saved halfway through. The first priority deadline closes on 30 November.
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