Expert Diploma in Audience StrategyMadrid Campus

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      Placing the public at the centre

      About the Expert Diploma

      A solid research experience on cultural audiences has convinced us that the future of the sector lies in promoting a fluid and lasting relationship with audiences. It is the only specialist university degree in cultural audience development. Furthermore, from a methodological point of view, it is based on the principles of design thinking and seeks to provide new ideas and tools for autonomous learning through action research.

      In the Expert Diploma in Audience Strategy you will find your own answers. You will have the personalised support of academic tutors and professional mentors, who will help you design and implement an audience development project in your own organisation. Update your skills and add value in your professional environment to contribute to a change that is already underway in the attitudes and ways of doing things in the sector as a whole: let’s place the public at the centre of culture.

      Jaime Cuenca
      Postgraduate Course Director


      More than 20 cultural organisations

      They have already participated in the programme and have improved the relationship with their audiences. Find out more about some of their projects



      Career Opportunities

      You will acquire the skills and resources to drive the overall turnaround of any organisation in the cultural sector towards its audiences.

      • Campus:

        Madrid Headquarters

      • Programme name:

        Experto en Estrategia de Públicos

      • Duration/credits:

        6 meses - 18 ECTS

      • Language


      • Number of places


      • Programme type


      • Application process:

        Presentación de candidaturas
        del 1 de septiembre al 30 de noviembre

      • Additional information:

        del 1 al 22 de diciembre

      • Faculty:

        Social and Human Sciences
      • Share:

      ¿Te interesa el desarrollo de audiencias culturales?

      Públicos culturales y nuevas voces en 2022

      Webinar organizado por la Universidad de Deusto y Cultura con Públicos. Se presentarán algunas de las novedades  2022 en el ámbito de la creación y desarrollo de públicos en la cultura.  Fecha: 30/11/2021, de 18:00 - 18:45.

      A consolidated research area


      A consolidated research area

      The Expert Diploma in Audience Strategy is the result of a line of research into cultural audiences and audience development that has been consolidated at the University of Deusto in recent years. The design of the postgraduate programme itself was conceived and tested in the framework of CONNECT, a project funded by the European Commission through the Erasmus+ programme that sought to contribute to meeting the growing needs of the cultural sector in its dealings with audiences in an innovative way.

      Further information

      Collaborating entities

      Previous programmes


      Previous programmes

      In the two previous programmes already completed, the Expert Diploma in Audience Strategy had a group of participants from different cultural sub-sectors (theatre, museums, contemporary dance, festivals...) and with very different professional backgrounds. This richness is expressed in the wide range of projects that the participants have designed and implemented in real organisations and which have faced a wide variety of challenges: from improving the relationship with patrons and subscribers to the creation of young audiences and the implementation of processes for the knowledge of audiences. 

      Some of the more than 20 institutions that have benefited from the impact of these projects include the Prado Museum, the Paraíso Theatre, the Alhóndiga Bilbao, the Madrid Community Orchestra and Choir, the Spanish National Archaeological Museum or the Todos Festival

      I work in some cultural organisations