Program Highlights

The mix of courses in the program will prepare you for the challenges and demands of the marketing world in the currrent era. They’ll give you the knowledge and skills that are adapted specifically to today’s dynamic environment. The curriculum is built in an integrative manner, and encompasses the fields of marketing, advertising and marketing communications in their various aspects. It is frequently updated according to the new trends in the markets.
Graduates of the specialization get integrated into senior management positions in the field of marketing, advertising and branding, digital marketing, public relations and marketing communication management, as well as serving as external consultants in the field for companies and entities in the industry. Graduates work in advertising agencies in positions of budget management and strategic planning, and in start-up companies in positions of digital management, media planning and research and strategic planning.
The lecturers in the marketing and advertising management specialization come from the forefront of the field, with many years of experience and include senior academics alongside senior figures in the industry.



Against the background of the changing conditions of the world of marketing, advertising and communication, and in light of the digital revolution, accelerated technological development, the multitude of media channels and the exposure to international companies, the competition is increasing and the demand for specialization is growing. Today, efficient production of a quality product is not an exclusive guarantee of economic success. In such a reality, marketing and advertising management studies have become the most strategic and dominant element in the management of the modern firm, and are necessary for building the brand in a way that will enable a relationship with the customer and ensure the company’s sales.
In light of this new situation, students must acquire experience and become familiar with a variety of topics including: strategic planning, new product development, idea formation while integrating entrepreneurial and creative thinking, digital marketing and brand management in social networks, marketing communication management, media planning and more. This is necessary to become a professional with competitive advantage and value. The specialization program in marketing and advertising management focuses on imparting these tools.
Those who complete the specialization receive an additional certificate in addition to the degree certificate.

Among Courses in the Program of Study:

• Managing communication and advertising in the digital age
• Trends, transformations and innovation in the world of marketing
• New product development
• Digital marketing and social networks
• PR strategy and crisis management
• Startup planning and marketing
• Brand management
• Value creation and marketing strategy
• Business strategy
• Aspects in the management of the organization
• The basics of financial management
• Managing business negotiations
• Entrepreneurship and business innovation
• Positive leadership in management
• Financial Statements Analysis
• Public and corporate governance
• Game theory and risk management
• Business law and financial enforcement
• Labor law and ethics for managers

Additional Information:

• To download the internship brochure, for the 2023-2024 academic year, with the full list of internship courses (not including the core courses) – click here
• To download the information brochure for the 2023-2024 academic year, an M.B.A. master’s degree that includes an extension for the core courses – click here


As part of collaborations with companies in the industry, the program set up a practicum for the students. In this program, the students engage in practical work in organizations dealing with issues related to the fields of study of the specialization. Students who wish to participate in the program submit applications for the positions presented to them, and go through a selection and placement process that includes an interview with the course faculty and the place of internship. Students who are interested in an organization that is not on the job list, can apply and it will be evaluated according to the criteria of the practicum program. The practicum is an alternative to the program’s final project.

My Favorite Quotation
Dr. Michal Shapira
- .Marketing's job is never done. It's about perpetual motion. We must continue to innovate everyday
Beth Comstock, Rormer CMO & Vice Chair. GE

Our Program Graduates Speak

Ilan Segal
"The master's degree in marketing and advertising allowed me to be at the heart of marketing in the Israeli and global market at the same time as my studies. The knowledge I acquired in the degree was a springboard for me to senior positions in the very competitive job market in the fields of marketing, digital and strategy."
CEO of Pelephone, Yes and Bezeq International
Karen Schiff
"The specialization combined with building a career path in advertising and marketing and helped me connect the theory with the work in the field. Later I added more layers of sales and service as part of the ‘customer at the center” concept. The background of my studies also provide the wisdom that helped me make decisions for the growth of the business and accompany me to this day."
CRO - Chief Revenue Officer, Cello

Study Days and Placement

Registration for the October 2023 Academic Year has already begun

To learn more: