Official qualification
Malaga
Become a professional capable of leading projects and organisations in the cultural, sports and entertainment industries. An official online master's degree aimed at those who wish to work in culture, sport, media or events from an innovative, digital and sustainable perspective.
Culture, sport, the media and entertainment have evolved into global ecosystems capable of mobilising audiences, fostering a sense of identity, transforming cities and creating new opportunities for economic, social and technological development. Despite their differences, they all form part of what are known as the ‘experiential industries’ – sectors focused on designing experiences, content and value propositions capable of connecting with audiences, communities and consumers.
This online Master’s degree equips you to design, manage, lead and evaluate projects, events, content, experiences and organisations linked to culture, sport, media and entertainment. Its approach responds to the growing demand for professionals capable of understanding audiences, making an impact, building communities and managing brands, experiences and projects in highly dynamic and competitive sectors.
The programme is therefore designed to develop a versatile managerial profile, capable of adapting to different organisations and creative industries, combining strategic vision, leadership skills and knowledge of new management models.
The programme combines strategic management, digital innovation, communication, data analysis, entrepreneurship and audience management with an ethical, sustainable and impact-oriented approach. This training enables students to develop highly transferable skills applicable across cultural organisations, sports bodies, media outlets, festivals, events and entertainment companies
Its cross-disciplinary approach is complemented by the opportunity to specialise in two main areas:
Throughout the programme, you will work on the design and development of projects, incorporating digital tools, data analysis and communication strategies applied to culture, sport and entertainment.
The course is based on real-world case studies, practical projects and active learning methodologies, facilitating an understanding of how organisations operate in today’s environment.
The teaching staff comprises practising professionals from institutions, cultural organisations, sports bodies and companies in the sector, who provide an up-to-date perspective closely linked to the professional world, including experts associated with organisations such as Live Nation, FYCMA, Málaga CF and other major cultural and sporting projects.
The Master’s programme is designed for those seeking flexible, officially recognised training that is compatible with their professional lives, preparing them to lead projects and experiences within cultural organisations, sports bodies, the media, festivals, event organisers, tourism companies, agencies and entertainment companies, where audience management and the creation of experiences have become key differentiating factors.
SYLLABUS | |||
| Subject/Subject | Character | ECTS | Timeframe |
| Management of Organisations | Compulsory | 6 | 1st four-month period |
| Economics and financial management of projects | Compulsory | 6 | 1st four-month period |
| Management, Leadership and Development of People | Compulsory | 6 | 1st four-month period |
| Data analysis and decision making | Compulsory | 6 | 1st four-month period |
| Media and Communication Management | Compulsory | 6 | 1st four-month period |
| Tourism as a dynamic phenomenon | Compulsory | 3 | 2nd four-month period |
| Management of cultural and entertainment organisations and projects | Optional | 9 | 2nd four-month period |
| Institutional and Legal Framework of Cultural Management | Elective | 3 | 2nd four-month period |
| Management of Sports and Recreational Organisations and Projects | Elective | 9 | 2nd four-month period |
| Institutional and legal framework of sport management | Elective | 3 | 2nd four-month period |
| Innovation and digital strategy | Compulsory | 3 | 2nd four-month period |
| External academic internships | PAE | 6 | 2nd four-month period |
| Master's Thesis | TFM | 6 | 2nd four-month period |
At UAX Mare Nostrum, we understand that balancing your personal, professional and academic life is essential. That is why our online approach is designed to offer you a flexible, accessible educational experience centred on your needs:
You’ll also have full access to the UAX Mare Nostrum campus in Málaga, where you can carry out administrative tasks, get answers to your questions and make use of its facilities. Learning applied to the professional world The Master’s programme’s methodology combines strategic knowledge, analysis of real-life case studies and applied projects linked to culture, sport, the media and entertainment. The aim is for you to develop skills that are directly transferable to the professional environment and to understand the current challenges facing these sectors. Throughout the programme, you will work with tools and resources commonly used by cultural organisations, sports bodies, media organisations and entertainment companies for the planning, management and evaluation of projects.
Our degree is official, verified by the Council of Universities and fully valid in Spain, as well as in the European Higher Education Area.
It is recognised by the Education Systems of Latin America, being recognised and approved by the different Ministries of Education in Latin America:
SENESCYT, MEN (MinEducation), SEP, Mescyt, among others, automatically.
The Master's Degree in Culture, Sport, Media and Entertainment Management is aimed at university graduates and professionals who wish to specialise in the management, planning and development of projects in the cultural, sport, media and entertainment sectors.
The programme is especially aimed at profiles from the fields of:
This master's degree is ideal both for those who aspire to develop their career in areas such as cultural management, sports management, event organisation, cultural tourism, media or entertainment production, as well as for those who are looking to start up or promote their own project in these constantly changing sectors.
Number of new entry places offered: 40
The Master’s programme includes compulsory external work placements (6 ECTS) aimed at applying knowledge in real-world settings within the cultural, sports and entertainment sectors.
During this period, students work on projects related to event management, communication, production, project development and team coordination, building on the skills acquired throughout the programme.
The work placements enable students to understand how organisations in the sector operate, to participate in real-world professional settings and to apply industry-specific tools and methodologies.
The programme benefits from the collaboration of organisations and bodies linked to the sector, including:
These experiences provide direct exposure to the professional environment and facilitate entry into the labour market within the cultural, sports and entertainment industries.
If you have previous relevant professional experience, you may apply for the recognition of work placement credits, subject to individual assessment.
The programme is run in collaboration with leading organisations and companies that play an active role in the training, giving students a taste of the real professional world.
The Master’s programme includes an ongoing programme of masterclasses, professional seminars and practical activities led by executives and professionals from the cultural, sports, media and entertainment sectors.
Masterclass by Hugo Albornoz, Brand Partnership Director Iberia of Superstruct Entertainment
Masterclass by Ana Gómez de Castro, CEO of Live Nation
Masterclass by Kike Pérez, manager of Málaga CF
Masterclass by Fran González and Alejandro Viedma, directors at Go Fit
Masterclass with the team from FYCMA (Málaga Exhibition and Conference Centre)
Masterclass by Ana Cabello, Rafael Pérez Estrada Foundation
Exclusive workshops on negotiation in the entertainment industry and creativity applied to communication and marketing campaigns.
All fields are required
The Master’s programme is designed as a professional development experience in which learning takes place in close collaboration with organisations, professionals and projects in the cultural, sports, media and entertainment sectors.
Throughout the programme, you will analyse real-life case studies, share experiences with practising professionals and engage with organisations and key figures in the sector, broadening your knowledge of the market and building a network of contacts that will support you throughout your professional development.
This approach enables you to gain first-hand insight into how these industries operate, identify opportunities for specialisation and familiarise yourself with the environments in which you will pursue your future career.
Scholarships and financial aid for studying at UAX Mare Nostrum
We know that studying is an investment. That’s why we want to remove financial barriers and make things easier for you. Fill in the form and let our advisers help you discover the scholarships, agreements and personalised financial support that best suit your situation.
Ministry of Education, Vocational Training and Sport
Find out about the scholarships and grants offered by the Ministry of Education, Vocational Training and Sport, categorised by type and level of education.
Ayuntamiento de Málaga
Programa de becas dirigido a estudiantes empadronados en Málaga que acrediten excelencia académica. Ofrece matrícula gratuita en grados y postgrados, siempre que se mantengan durante toda la experiencia académica las condiciones que dieron origen a la concesión de la beca.
Attracting Pre-doctoral Research Talent
Financial support for outstanding students who wish to carry out innovative research and contribute to the advancement of knowledge in their disciplines.
If you’ve already decided to take the plunge, enrol early and benefit from a direct grant. It’s a way of rewarding your commitment and giving you a head start in planning your future.
Students from Ibero-America
This programme is aimed at Ibero-American citizens or foreign nationals legally resident in countries within the OEI’s sphere of influence. The scholarship covers a 50% discount on the total tuition fees.
Students from Ecuador
This programme is aimed at citizens with Ecuadorian nationality and/or residence who wish to study an online master’s degree in Spain. The scholarship covers a 50% discount on the total tuition fees.
2025, 2nd Edition
Grants for students on higher-level vocational training, undergraduate, postgraduate or master’s programmes enrolled at Spanish universities with a Santander agreement. A financial supplement to support you whilst undertaking your work placements.
If you graduated from UAX and are now thinking of studying for a new degree, we want to continue supporting you. That’s why we’re offering you a 10 per cent discount on tuition fees.
If you have an immediate family member (up to the second degree of kinship) enrolled at UAX, you can benefit from a 5 per cent discount on tuition fees. Because studying as a family is even better.
Studying for two degrees at the same time is a challenge, and we want to support you. If you’re already at UAX and enrol on a second degree programme, you’ll be eligible for a grant towards your booking fee and tuition fees.
If you’d like to continue your studies with us and progress from vocational training to a bachelor’s degree, from one bachelor’s degree to another, or from a bachelor’s degree to a postgraduate degree, we’re here to support you with a grant covering up to 25 per cent of your tuition fees.
If you have a strong academic record, we would like to recognise your talent with a scholarship designed for new students. (Excludes the degree in Medicine).
If you’re a high-performance athlete, at UAX we want to help you balance your passion with your studies. We offer specific grants that can cover up to 50% of your tuition fees.
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