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Executive Master of Permanent Training in Creative Economy executive modality

ONLINE “Executive” mode. 60 ECTS.

INFORMATION, PRE-REGISTRATION AND REGISTRATION

  • Continuing Education
  • Phone: 91 665 5060
  • Academic direction: Belen Elisa Diaz Tel: 692277891 - Jose Angel Zuniga

Student attention:    Student Help Box     Suggestions, complaints and congratulations mailbox

Get more info      Master's website

Basic Information

Presentation

The Master's Degree in Creative Economy at Rey Juan Carlos University, established in 2011, was the first university program specializing in Creative Economy in Spain and one of the pioneers worldwide. After fifteen years, it is embarking on a new phase of renewal and internationalization to address the major challenges of creativity, innovation, culture, and sustainable development in the 21st century.

Driven by the Universidad Rey Juan CarlosThe Master's program has the collaboration of UNESCO Chair in Creative Economy for Sustainable Development and Transforming the World, promoted by the Creative Spain Association together with the Rey Juan Carlos University, the University of Alcalá and the University of Las Palmas de Gran Canaria.

Its objective is to train professionals capable of leading the transformation of companies, organizations, cities and territories through creativity, innovation, cultural and creative industries and sustainable development, combining a solid academic training with an eminently practical methodology and a marked international projection.

The program integrates master classes, specialized workshops, innovation labs, real projects, mentoring, professional visits, cultural activities, meetings with experts and networking spaces, providing interdisciplinary training connected with the current challenges of the creative economy.

Students will have the opportunity to participate in real projects developed by the Rey Juan Carlos University, the UNESCO Chair, Creative Spain and the Network of Creative Cities and Territories, fostering direct contact with leading institutions, companies and professionals.

Objectives

we could set 4 axes when structuring the objectives of this master's degree:

1º- “Axis – Entrepreneur and Innovator”: - In this sense, we intend to put the emphasis on the development of the student's entrepreneurial and innovative capacity to launch his business idea in the cultural, creative or technological sector, accompanying him throughout his Business Plan in the Creativity Sector and of Innovation. It is about understanding the importance of private initiative in the revitalization of Culture, Creativity and Innovation of a territory, emphasizing the relevant role of the businessman and the entrepreneur in the evolutionary and changing contexts, being able to navigate in environments of uncertainty, to generate employment and self-employment, taking advantage of new business opportunities.

2º- “Axis - Institutional”: - Understand the importance of the network model as an alternative to the institutional model in crisis. A new, more flexible model that allows new ways of working and living adapted to the new Covid-19 normality. The student will be provided with the necessary management and business management tools to lead both public and private institutions and organizations in this evolving environment that requires new models of emotional, participatory and supportive leadership.

3º- “Axis - Cultural and Creative”: - Culture, Creativity and Innovation will be addressed as transversal axes to stimulate and generate value for the entire Economy. In this sense, the different fields of action of the different Creative Industries and the most appropriate models for their direction and management will be studied: - Heritage and Cultural Heritage; - The Visual or Dramatic Arts; -Publishers and Printed Media; - Audiovisual: cinema, diffusion, television and radio; - Design: Fashion, Interiors, Graphic and Jewelry; - New Media: digital content, software, games and animation; Creative Services: Architecture, Advertising, R&D and cultural services. We also include in the Creative Sector, the relational or transformative sectors that are so important today such as Cultural Tourism, Education, Sports and Innovation. In this regard, the particular nature of the "cultural product" will be taken into account, its symbolic, singular and intangible character, when carrying out its management.

4º- “Axis – Social”: - Understand Culture as the fourth pillar of sustainable development and the central axis on which economic, social and environmental development is based. Culture not only as a generator of wealth and employment, but also an important element of social cohesion and quality of life in a society. The student will be able to develop and manage creative and innovative projects aimed at the local development of a specific territory or the transformation of a given city, turning it into a setting for innovation and creativity.

5th “Axis – Innovation”: Understand the multidimensional nature of Innovation: cultural and artistic innovation, social and territorial innovation, economic and technological innovation.

6th Axis – “Sustainable Urban and Territorial”: Learn to develop Strategic Plans for the Transformation of Cities and Territories into Creative ones. Understand the new models of Governance in the current framework of the Creative Economy, as well as understand the importance of developing a comprehensive city project, with its own identity, that responds to a concept or an idea. Also, it will be a priority objective to study the basic strategic resources today and the design of indicators that allow us to reposition our cities and territories without losing sight of sustainable development and the 2030 Agenda.

The achievement of these priority objectives will determine some Professional outings very clear and specific:

  • Creation of your own company and implementation of your business plan in the Cultural, Creative or Innovation Sector.
  • Lead or manage public institutions or autonomous bodies, or cultural, creative and innovative projects for them.
  • Direct departments of creativity and innovation in private and public companies.
  • Perform creative services as a consultant for strategic and action plans for international and cooperation organizations such as the UN, UNESCO, among others.
  • Work for local public administrations in local development, cultural and creative tourism, strategic plans for regeneration and urban or territorial transformation, in marketing or city branding.
  • In communication or design companies in the development of strategic plans and conceptual design.

Competences

GENERAL COMPETENCIES

  • Develop tools to direct and manage an institution or company.
  • Obtain a strategic vision in decision making.
  • Ability to adapt to the environment or flexibility.
  • Reflexive vision and analysis of the current situation and the environment.
  • Understand the urban world and the rural world as a system and the importance of Culture, Creativity and Innovation for their transformation and reinvention, where appropriate.

SPECIFIC COMPETENCES

  • Develop a Business-Plan for your own Entrepreneurial Project in Creative Industries.
  • Direct and Manage Cultural and Creative Entities and/or Projects, as well as those related to the Tourism Sector.
  • Capacity for analysis and understanding of the Creativity Sector (Creative Industries).
  • Prepare Strategic Plans for Urban or Territorial Transformation or Local Development.
  • Methodology for the development and implementation of Cultural and Creative Projects.
  • Design of Indicators for the Creative Economy.
  • Ability to organize small and large events. Activities

Program

BLOCK- 1: DIRECTION AND MANAGEMENT OF CULTURAL AND CREATIVE INDUSTRIES. 30 ECTS.

MODULE I: ADDRESS AND MANAGEMENT OF HERITAGE AND CULTURAL HERITAGE.

 AREA 1: Cultural Heritage (I): Cultural goods. Cultural Heritage (II): Intangible Heritage (Traditions, Festivals and Celebrations). Natural heritage.

AREA 2: Direction and Management of Heritage, cultural mediation and communication.

MODULE II: DIRECTION AND MANAGEMENT OF THE VISUAL ARTS.

AREA 3: Conceptual Bases of Visual Arts: Painting, Sculpture and Photography. Direction and Management of Museums and Art Centers.

AREA 4: Galleries and the art market.

MODULE III: DIRECTION AND MANAGEMENT OF THE DRAMATIC ARTS.

AREA 5: Conceptual Bases of Dramatic Arts: Music, Opera, Dance, Theater and Circus.

AREA 6: The Music Industry. Direction and Management of Musical Festivals. Direction and Management in Dance and Theater.

MODULE IV: DIRECTION AND MANAGEMENT OF THE CULTURAL PUBLISHING AND AUDIOVISUAL INDUSTRIES.

AREA 7: The publishing world: publishers, print media and digital media. Organization of Book Fairs. Direction and Management of Archives and Libraries.

AREA 8: The Audiovisual Industry: cinema, diffusion, television and radio. The Direction and Management of Film Festivals.

MODULE V: DIRECTION AND MANAGEMENT OF FUNCTIONAL CREATIONS: DESIGN, NEW TECHNOLOGIES AND CREATIVE SERVICES.

AREA 9: The Creative Design Industry: Graphic, Fashion, Interiors, and Jewelry. Start-up of a company or design studio and organization of events (fashion shows, exhibitions or fairs).

AREA 10: New Media and e-business: Digital Content, Software, Video Games and Animation. Creative Services: Architecture, Advertising, R&D and Consultancy Services and Cultural Management.

MODULE VI: MANAGEMENT AND MANAGEMENT OF OTHER CREATIVE INDUSTRIES OR TRANSFORMING SECTORS: EDUCATION, SPORTS AND HEALTH, CREATIVE TOURISM AND INNOVATION.

AREA 11: Creative Transformative Sectors and presentation of initiatives: Education, Sports and Health; Creative Tourism and Innovation.

WORKSHOP-1 + PROJECT-1

Workshop -1: “Museology and Exhibition Management Workshop”.

Project- 1: “Elaboration and development of an Exhibition Project”. 

WORKSHOP -2 + PROJECT-2

Workshop-2: "Workshop in Performing Arts: Communication in Dance and Theater Production".

Project-2.1.: “Development of a Dance Communication Project”.

Project-2.2.: “Development of a Theatrical Production Project”.

WORKSHOP -3 + PROJECT -3

Workshop-3: “Workshop on Leadership, Coaching and Creative Entrepreneurship”.

Project-3: “Development of an Entrepreneurship and Leadership Project”.

CULTURAL TECHNICAL VISITS / SEMINARS

Visits to Foundations, Companies or Creative Spaces. Forum of Creative Cities and Territories of Spain.

EXTRAORDINARY LECTURES / SEMINAR

Extraordinary Conferences / Seminar

BLOCK-3: CREATIVE CITIES AND CULTURAL TOURISM. SUSTAINABLE URBAN TRANSFORMATION. 30 ECTS.

MODULE VII: CONCEPTUAL BASES: FROM THE SMART AND SUSTAINABLE CITY TO THE CREATIVE CITY. CULTURAL AND NATURAL LANDSCAPES.

AREA 12: CONCEPTUAL BASES: Territory, Culture and Identity. Culture and Development. From the Smart and Sustainable City to the Creative City.

AREA 13: Nature, Culture and Territory: NATURAL AND CULTURAL LANDSCAPES. Introduction to Cultural and Creative Tourism, Ecotourism and Rural Tourism.

MODULE VIII: LOCATION FACTORS OF CREATIVE INDUSTRIES IN CITIES AND TERRITORIES. CULTURAL INNOVATION.

AREA 14: The new geography of Creativity and Creative Clusters. LOCATION FACTORS of Creative Industries.

AREA 15: CULTURAL INNOVATION in Cities and Territories.

MODULE IX: NEW MODELS OF GOVERNANCE AND DESIGN OF STRATEGIC PLANS. SOCIAL AND TERRITORIAL INNOVATION.

AREA 16: NEW MODELS OF GOVERNANCE. Social and Territorial Innovation.

AREA 17: Elaboration of URBAN AND TERRITORIAL STRATEGIC PLANS. Strategic Approach and Functional Analysis: ACTION PLANS. Urban and Territorial Marketing.

MODULE X: CREATIVE TOURISM, ORGANIZATION OF LARGE EVENTS, BRANDING AND DESIGN IN THE CITY.

AREA 18: From Cultural Tourism to CREATIVE TOURISM. Organization of BIG EVENTS and Urban Transformation processes.

AREA 19: Development of BRANDING and DESIGN in the City. Study of its impact on Cultural and Creative Tourism.

MODULE XI: SMART AND SUSTAINABLE CITIES: TECHNOLOGICAL INNOVATION AND NETWORK CONSTRUCTION.

AREA 20: Strategic factors of Quality of Life. SUSTAINABLE CITIES: environmental resources as a source of opportunities and improvement of the quality of life.

AREA 21: SMART CITIES and SMART RURAL WORLD. Big data and Open Data, new opportunities to undertake. Process for the creation of networks and presentation of CASES.

MODULE XII: URBAN-TERRITORIAL TRANSFORMATION. CONSTRUCTION OF CREATIVE AND INNOVATIVE CITIES AND TERRITORIES.

AREA 22: Conceptualization of the CREATIVE CITY and CREATIVE TERRITORIES. Presentation of cases and initiatives. UNESCO Creative City designation.

AREA 23: METHODOLOGY FOR THE TRANSFORMATION of an industrial city into a Creative City or an industrial territory into a Creative Territory. DESIGN OF NEW INDICATORS to measure the Creativity and Innovation of Cities and Territories. Study of PROJECTS of Urban Transformation and Regeneration of the city.

WORKSHOP-4 + PROJECT 4

Workshop -4: “Design Thinking & Branding-City”.

Project-4: “Development of a Design and Branding project in the City”.

WORKSHOP-5 + PROJECT 5

Workshop -5: “Creative Cities and Urban Transformation Workshop: Heritage, Creative Tourism and Innovation”.

Project -5: “Elaboration and development of an Urban or Territorial Transformation Project: Heritage, Creative Tourism and Innovation”. A neighborhood in Madrid will be used as an action laboratory.

TRANSVERSAL WORKSHOP (II) + PROJECT

Transversal Workshop (II): EVENTS WORKSHOP (II).

Project: “Organizational Project of the Forum of Creative Cities and Territories of Spain: Programming and Budget”. *Participation in the Forum.

CULTURAL TECHNICAL VISITS / SEMINAR.

*Visits to Cities, Neighborhoods or Towns. CASE STUDIES OF URBAN AND TERRITORIAL TRANSFORMATION.

EXTERNAL INTERNSHIP MODULE

Number of ECTS credits: - The student in this “EXECUTIVE” Modality of the Master It does not have compulsory practices. * Being able to perform, if possible, Extracurricular Internships.

Description of the practices: Collaboration with the Collaborating Entities in the organization or dissemination of their Projects. Among other:

  • Cervantes Institute.
  • Circle of Fine Arts.
  • SEGITTUR.
  • Thyssen-Bornemisza Museum.
  • National Institute of Performing Arts and Music (INAEM).
  • National Dance Company (CND).
  • Juan March Foundation.
  • Lázaro Galdiano Museum Foundation.
  • Madrid Design Center - Matadero Madrid (DIMAD).
  • Association of Fashion Creators (ACME).
  • Almagro Festival.
  • Sport Culture Solidarity Foundation.
  • Madrid Network.
  • Galician Audiovisual Cluster.
  • Container Ideas.
  • Devout & Lomba.
  • Agatha Ruiz de la Prada.
  • Rafa Armero Creative Projects.
  • Pop Adrados.
  • Saisho Art
  • Madrid Fair. BOW.
  • The wall.
  • Secutix.
  • Bridge For Billions.
  • Zaragoza Active.
  • Spain Creative Network Innovation Association.
  • Other Institutions and Creative Companies.
  • City Councils of the Network of Creative Cities and Territories of Spain.

MASTER'S FINAL PROJECT

Number of credits: 12 ECTS

Description of the Master's Thesis:

The student will be able to choose between 3 OPTIONS to carry out their FINAL MASTER'S PROJECT (TFM), and the works will be carried out individually or in teams.

1st- Option/- CULTURAL LEADERSHIP AND CONSULTANCY: “Analysis and improvement proposals for an existing Cultural Institution”; o LEADERSHIP AND CREATIVE ENTREPRENEURSHIP.

2nd- Option/- CREATIVE CITIES, URBAN/TERRITORIAL TRANSFORMATION, CREATIVE TOURISM AND SUSTAINABLE URBAN DEVELOPMENT: “Development of a Strategic Plan for Urban or Territorial Transformation in Creative Cities or Territories”.

3rd Option/.- DEVELOPMENT OF ANY OF THE WORKSHOP PROJECTS.

Recipients

Access requirements:

Degree required for admission: University Graduates and Postgraduates.

*Recommended Knowledge Areas: - Social and Legal Sciences, Arts and Humanities, Architecture and Engineering.

COMMENTS: “For graduates from educational systems outside the European Higher Education Area, they may give access to these studies, without the need to obtain homologation or the declaration of equivalence of the degrees, prior authorization and once it has been verified that they accredit a level of training equivalent to the corresponding official Spanish university degrees and that enable access to postgraduate education in the country that issued the degree.

Exceptionally, professionals without a university degree who prove work experience in the subject of the education they intend to pursue may also access these studies, although in these cases they will only be able to opt for a diploma or a university extension certificate with the same name and number of credits corresponding to this degree.

Selection criteria:

In the event that the number of applications exceeds the number of places offered, a selection will be made based on the following criteria:

1.- Curriculum Vitae (60%)

2.- Personal interview (20%)

3.- Use of ICTs (20%)

The SELECTION COMMITTEE will be made up of the Academic Direction and Coordination of the Master.

In addition, the Selection Commission may request a personal interview to any of the applicants, regardless of whether there are vacancies.

Number of places offered: 20

Number of reserved places: 5. When the number of applications that meet the access requirements exceeds the number of places available, a place is reserved for vulnerable groups (disability, victims of terrorism and gender violence, article 50 of the regulation) with the same selection criteria. In the event that said quota is not covered, it will pass to the general quota.

The start of the course is conditioned to the minimum number of students enrolled

Academic Management and Faculty

Address:

Dr. Jose Angel Zuniga

Professor of Business Organization - URJC

Dr. Belen Elisa Diaz

Economist, Plastic Artist and International Consultant in Creative Economy and Sustainable Urban Development. Doctor in Business Organization. Degree in Economic and Business Sciences and Degree in Fine Arts. President and Founding Member of Asociación España Creativa Red Innovation.

 

Academic secretary:

Dr. Jose Angel Zuniga

Professor of Business Organization - URJC

 

Other charges:

ACADEMIC COORDINATORS:

- Coordinator of Creative Cities and Territories: Mr. Fernando Rubio Ballestero

Lawyer and Specialist in Urban Law. Founding Partner Creative Spain.

- Coordinator of Innovation and Networks: Dr. Pedro González Torroba

Doctor of Law and Administration Technician. Technical Advisor to the Madrid Mayor's Office. Creative Spain Partner.

- International Relations and Sustainability Coordinator: Mr. Jordi Pardo

International Consultant Unesco and European Commission. Jury Member European Capitals of Culture. Director of the Joan Casals Foundation.

 

COMMUNICATION AND CULTURAL VISITS COORDINATORS:

- Communication Coordinator: Fabián Garré

Master in Creative Economy - Rey Juan Carlos University (1st Promotion). Bachelor of Art History, Museologist. Expert in Social Networks and Communication.

- Coordinator of Cultural Visits: Alex Ojeda

Master in Creative Economy - Rey Juan Carlos University (2nd Promotion).

Bachelor of Political Science and Administration

Duration and development

Modality: In Person or Virtual

The Master's degree can be taken entirely in Face-to-face modality, at the facilities of the Rey Juan Carlos University, or entirely in synchronous virtual modality, attending all classes live via Microsoft Teams, with full interaction with the teaching staff and the rest of the students.

Students enrolled in the virtual modality may attend occasional face-to-face sessions, if they wish, while maintaining their status as students of the virtual modality for academic and administrative purposes.

Number of credits: 60 ECTS.

Teaching hours: 600 hours.

Place of delivery:

  • Face-to-face modality: King Juan Carlos University.
  • Virtual mode: Microsoft Teams (live classes).

Opening hours

Monday, Tuesday and Wednesday (17:00 PM to 20:00 PM)

  • Master classes.
  • Specialized seminars.
  • Practical workshops.
  • Case studies.
  • Lectures given by national and international professionals and experts.

Thursday (17:00 p.m. to 20:00 p.m.) – Creative Lab

A space dedicated to experiential learning and professional development through:

  • Cultural and institutional visits.
  • Visits to companies, organizations and cultural and creative industries.
  • Development of real projects.
  • Individual and group tutoring.
  • Mentoring.
  • Meetings with prestigious professionals.
  • Innovation and entrepreneurship activities.

Duration: 6 months of teaching, plus voluntary extracurricular internships of 3 to 6 months.

Academic course: March 2027 – October 2027.

Extracurricular activities:

From 3 to 6 months (minimum 300 hours), with the possibility of carrying them out in institutions, companies and organizations linked to the creative economy, cultural and creative industries, innovation, heritage, territorial development and sustainability, as well as in projects promoted by the UNESCO Chair in Creative Economy for Sustainable Development and Transforming the World, Creative Spain and Network of Creative Cities and Territories.

Start date: Monday, March 8, 2027.

Reservation of place and enrollment

Pre-registration period: From July 27, 2026 to January 30, 2027.

Registration period  From February 1 to 28, 2027.

Start date Monday, March 8, 2027.

Master's Degree Price 6000 €

The price is the same for both modalities (face-to-face and virtual), guaranteeing the same academic quality, access to the same teaching staff, content, tutoring and university services.

Reserve a place €500, which will be deducted from the total tuition fee.

If the student is not admitted, the amount will be refunded. Once admitted, voluntary withdrawal from enrollment will not entitle the student to a refund of the amount paid as a reservation fee.

Number of places offered:  20

Number of reserved places 5, in accordance with the current regulations of the Rey Juan Carlos University.

The start of the Master's program will be conditional upon the enrollment of the minimum number of students established by the University.

Documentation to attach, forms and place of delivery

The applicant will present all the scanned documentation, in the formats allowed through the link https://www.urjc.es/estudiar-en-la-urjc/admision/276-formacion-continua#preinscripcion

The documentation that you will have to submit is the following:

Students with a degree obtained from a Spanish university or a Higher Education Institution belonging to another Member State of the European Higher Education Area that provides access to continuing education courses must submit the following documentation:

Students with foreign qualifications must submit the following documentation:

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