Bachelor's Degree in Marketing, Innovation and Technology

Programa details

Start: September 2024

Duration: 4 years

Modality On-Site: 9:30 a.m. to 1:30 p.m.

Modality Semipresencial: Monday and Wednesday from 6 to 9:45 p.m. and alternate Fridays from 5 to 8:45 p.m.

Campus: Terrassa and Barcelona 22@

Language: Catalan, Spanish, English

Credits: 240 ECTS

The digital revolution and new technologies are radically transforming our society and the way we live. In response to this dizzying change, the labor market is in a constant search for professionals who are able to adapt to a highly dynamic and competitive environment. In this sense, it is necessary to remember the leading role of marketing.

In the past, marketing was considered an add-on to a company's strategic plan. Today, however, it has become a fundamental pillar for the success of any product or service. The "four P's" are no longer enough; marketing is now part of the value proposition.

Technology has revolutionized the way companies operate, from work organization to customer interaction, placing marketing at the epicenter of this transformation.

The Bachelor's Degree in Marketing, Innovation and Technology addresses these two realities. It prepares students to take on crucial roles in the field of digital marketing, such as Product Manager, Brand Manager, specialist in Digital Marketing and online positioning or director of Digital Communication, thanks to its theoretical and practical approach to knowledge.

The objective of this university degree is to train the leaders of the future to develop effective marketing strategies and achieve tangible goals in a world that is driven by different types of technological innovation while seeking to enhance the entrepreneurial spirit.

Bachelor's degree in Marketing, Innovation and Technology from the Universitat Politècnica de Catalunya (UPC)

Knowledge branch:

Social and Legal Sciences

New entry spots:

Campus Terrassa

70 spots (On-site)

35 spots (On-site Part-time)

Campus Barcelona 22@

70 spots (On-site)

35 spots (On-site Part-time)

Cut-off mark 1 course PAU/CFGS:


Credit unit fee:

120 € (On-site)

110 € (On-site Part-time)

First academic year fee:

7.200 € (On-site)

6.600 € (On-site Part-time)


The Bachelor’s degree in Marketing, Innovation and Technology is structurally organized in two blocks. The first one is the initial fundamentals block (semesters 1, 2 and 3), with 90 ECTS, which is shared with the degree in Business, Innovation and Technology. This shared itinerary facilitates the realization of double degrees between the two variants: marketing and business.

In the second block (semesters 4, 5, 6 and 7), with 120 ECTS, the student enters fully into the marketing ecosystem. In this sense, this block focuses on three aspects:

  • The fundamentals of marketing.
  • The speciality chosen by the student.
  • Technology, which permeates and affects all the aspects mentioned above.

At the same time, at the end of the second year each student must begin the course of the chosen specialization:

  • Advertising: this speciality teaches students to plan and learn about technological trends in advertising, create and manage campaigns on different platforms, work in agencies, develop creativity and execute successful advertising projects.
  • Marketing analytics: in this speciality, students learn to use analytical tools and techniques to measure and analyze the impact of marketing strategies in business, identify opportunities for improvement, make informed decisions and optimize marketing investment.

All the courses in this block, both the fundamentals and those of the majors, are defined around the knowledge and application of the most current technologies so that the student is able to discern their use with strategic criteria in each professional challenge that arises.

Finally, there is semester 8, which is composed of the TFG and elective subjects.



The on-site  mode of the degree in Marketing, Innovation and Technology Euncet Business School allows you to study in person in the morning, combining the theoretical part with the practical.

This way, the curriculum and its subjects allow the student to deepen his/her knowledge on one of the most important functional areas of the company, the marketing area, being able to identify and anticipate new changes and trends of the digital transformation.   

Schedule: 9.30 a.m. to 1.30 p.m
Plazas: 140 spots
Price: 7.200 €


The on-site part-time mode of the degree in Marketing, Innovation and Technology of Euncet Business School allows you to study at your own pace by combining on-site and online training. Attending only two classes a week in the evening (Monday and Wednesday from 6:00 to 9:45 p.m.) and one on Friday every 15 days.

Thanks to the curriculum and subjects, students will learn about fields such as technology applied to marketing, market research, advertising and public relations and all digital marketing strategies, combining their job with the academic environment to achieve their official degree.

Schedule: Mondays and Wednesdays: 6 to 9:45 p.m.  Every other Friday : 5 to 8:45 p.m.
Plazas: 70 spots
Price: 6.600 €

Distribution of credits of the Bachelor's Degree in MKT

The degree consists of the basic module, compulsory training, two majors to choose from and optional training.

The subjects that make up the basic module total 90 ECTS credits and are taught in semesters 1, 2 and 3. The objectives to be met once the basic subjects have been taken are mainly two:

  • The acquisition and consolidation of knowledge related to data management, the company and the variables of the economic, legal, social, political and technological environment.
  • The acquisition of the competencies inherent to university studies in the branch of social and legal sciences, which include digital competencies, self-knowledge and professional development, oral and written communication and leadership and team development strategies.

The subjects that make up the compulsory training total 60 ECTS credits and are taught in semesters 4, 5 and 6. Their main objective is to provide students with essential knowledge in marketing, as well as more applied and advanced skills, supported by the learning previously acquired in basic subjects: market research, consumer behavior, strategy, innovation and development of products and services, communication and advertising, distribution channels, e-commerce, customer management, pricing and brand management.

Students can choose between Advertising or Marketing Analytics as specializations. Each of them is composed of 10 subjects of 6 ECTS credits (60 ECTS in total). These subjects are taught in semesters 5, 6 and 7 and are electives.

Finally, elective training consists of a total of 18 ECTS credits of elective subjects. These credits can be obtained by passing elective subjects of another speciality different from the one chosen by the student, by completing non-curricular academic internships, by completing a mobility program in a foreign university and recognizing the credits passed in this university, by recognizing subjects or credits taken in other university studies, by carrying out university extension activities or any combination of the above.

The degree in Marketing and digital communication is divided into the following credits:

Course typeECTS
Basic (FB)90
Compulsory (OB)60
Optional (OP)78
Master's Degree Final Project (PR)12

First academic year

Mathematical Tools for Business ManagementFB
Digital Productivity ToolsFB
Fundamentals of Business ManagementFB
Impact of the Social, Cultural and Political Environment on BusinessFB
Self-knowledge and Professional DevelopmentFB
Fundamentals of DataFB
Innovation and Business SustainabilityFB
Impact of Technologies on BusinessFB
Oral and Written CommunicationFB
Customer-Centric MarketingFB

Second academic year

Digital Communication ToolsFB
Data Analysis and VisualizationFB
Data ManagementFB
Impact of the Economic Environment and Legal Framework on BusinessFB
Team Leadership and DevelopmentFB
Market ResearchOB
Consumer BehaviorOB
Strategic MarketingOB
Products and Services Innovation and DevelopmentOB
Fundamentals of Data Analytics in MarketingOB

Third academic year

Pricing StrategiesOB
Communication and AdvertisingOB
Brand ManagementOB
Major in Advertising*OP
Major in Marketing Analytics*OP
E-Commerce and Omni-channel ManagementOB
Customer Management and Loyalty StrategiesOB
Major in Advertising*OP
Major in Marketing Analytics*OP

Fourth academic year

Major in Advertising*OP
Major in Marketing Analytics*OP
Bachelor's Thesis (TFG)PR
Optional CoursesOP
Major in Advertising* 
Strategic Advertising Planning3
Technological Trends in Advertising3
Advertising Campaigns3
Communication Media and Platforms3
Social Media Advertising3
Advertising Agencies4
Creativity and Advertising Projects4
Advertising Metrics and Analytics4
AI Applied to Advertising4
Digital and Audiovisual Production4


Major in Marketing Analytics* 
Data Collection and Processing in Marketing3
Predictive Analytics and Data Mining3
Analytical Models in Marketing3
Customer Metrics and Analysis3
Market Trends Metrics and Analysis3
Digital Marketing Metrics and Analytics4
Marketing Mix Metrics and Analysis4
Artificial Intelligence Applied to Marketing4
Marketing Visualization and Reporting4
Marketing Analytics Projects4



First Quarter

  • Schedules and Exams - On-site
  • Schedules and Exams - On-site Part-time

Second Quarter

  • Schedules and Exams - On-site
  • Schedules and Exams - On-site Part-time


First Quarter

  • Schedules and Exams - On-site
  • Schedules and Exams - On-site Part-time

Second Quarter

  • Schedules and Exams - On-site
  • Schedules and Exams - On-site Part-time

TFG Regulations for the Bachelor's Degree Marketing, Innovation and Technology

The Final Degree Project (TFG) will be evaluated based on the information obtained by the professor during the tutorials and through the presentation and defense of the work before a tribunal. For the evaluation of the TFG, the TFG Commission will appoint a Tribunal that will be formed by three people from the PDI: the president, the secretary and the member.
The secretary of the Tribunal will be the director of the TFG. Specifically, the evaluation panel will evaluate the following aspects: the correlation between the proposal and the result, the consolidation of knowledge, the multidisciplinary integration, the contribution of new knowledge, the quality of the report and the quality of the oral and audiovisual presentation. 

TFG Regulations of the Degree in Marketing, Innovation and Technology


Director of the University Centre
Director of the Bachelor's Degree in Business, Innovation and Technology
Coordinator of the Bachelor's Degree in Business, Innovation and Technology
Academic tutor for the Bachelor's Degree in Business, Innovation and Technology.


Career departures for the Degree in Marketing, Innovation and Technology

The Bachelor's Degree in Marketing, Innovation and Technology offers a wide range of career options. These options can range from strategic roles to creative responsibilities in leading companies, disruptive startups, digital marketing agencies and other innovative business environments.

  • Digital Manager
  • Advertising Director
  • Digital Analyst
  • Social Media Strategist
  • Content Manager
  • Advertising Creative
  • Account Manager
  • Marketing Data Analyst
  • Marketing Business Intelligence Manager
  • Market Analysis Specialist
  • Marketing Automation Specialist
  • Media Planning Director
  • Brand or Product Manager
  • Marketing Data Analyst

Why study the Degree in Marketing, Innovation and Technology?

  • We train qualified marketing professionals to help companies adapt to a highly dynamic environment caused by the digital revolution, innovation and new technologies. We work in the development of multidisciplinary profiles who are able to make decisions quickly, which is an important requirement in the digital environment.
  • It offers multiple professional options in the Marketing area: Digital Marketing Manager, Digital Communication Manager, Content Manager, Social Media Manager...
  • The system of majors allows the student to deepen the aspects of one of the following areas: Advertising or Marketing Analytics. In this way, the student obtains a broad knowledge.
  • The schedules are intensive and one subject is taught per day, which allows a greater depth in the subjects and the use of very practical methodologies, which require more time for its realization.
  • The training model is dynamic and experiential, allowing you to carry out internships in advertising agencies, communication consultancies and marketing departments. 
  • You will be able to carry out academic stays in foreign universities through Erasmus programs and bilateral agreements with universities around the world.

Xevi Vidal

Bachelor’s Degrees Advisor

If you have any questions or queries, I will be happy to help you.