Program of the Máster en Marketing y Gestión Comercial

Discover your own path and start changing what you want to change.
April 2023 call with special financial aid program

ADMISSION

Format Full Time

Learning Method On-Campus

Duration / Credits ECTS 12 months / 70 ECTS

Language Spanish

Campus Madrid / Barcelona

Early bird discount Call April 2023

Máster en Marketing y Gestión Comercial

Today’s business environment is constantly evolving. Globalization, new information technologies and new distribution channels are all changing the perspective of marketing and the way we sell. To compete in a global setting, we have to access new markets, tackle new competitors and, most importantly, approach commercial and marketing management from a more innovative perspective.

Consumers are increasingly demanding and have access to information to help them make decisions. To fulfil their demands, companies need well-rounded professionals, with updated training in marketing, the skills to cater for an increasingly fluctuating market and the capacity to take full advantage of new technologies.

The Máster en Marketing y Gestión Comercial is designed to enable you to lead these changes and transform the market opportunities and challenges into competitive advantages for the company. The program gives you solid training in both marketing and commercial management, as well as insight into the latest marketing trends and an in-depth understanding of the organizational aspects that generate corporate value, a key factor for the growth of any organization.

At the end of the program, you have the opportunity to take part in a two week residential program at Kean University (USA).

Objetives

Business Intelligence

Gaining a command of techniques and sources for obtaining information and an in-depth understanding of the creation of an information system for Marketing, Sales and Competitive Intelligence. Analysing the market situation, defining the different scenarios, ascertaining the opportunities and developing the marketing strategy.

Strategic Vision

Identifying opportunities, threats and possibilities for change within the company setting, directing the strategy in response to the potential sales scenarios. Getting an in-depth insight into the opportunities and risks generated by the latest trends that emerge every day, as well as adapting the company to the competitive environment.

Executive Skills

Leading and motivating teams in a globalized and multicultural setting. Understanding how the Marketing and Sales Department should related to the rest of the organization in order to enhance the company’s value.

TOTAL CRÉDITOS

Module 1

Organizational Management

Business and marketing planning process in organizations - 5 ECTS:

Detection of opportunities and strengths
Planning based on the macroenvironment
Choice of strategic criteria
Assessments based on states of nature of the business

Market research, information management and decision making - 5 ECTS:

Consumer behavior
Information for marketing decisions
Market research design
Quantitative analysis

Financial impact of strategic decisions - 5 ECTS:

Financial statement analysis
Cost analysis
Budget management
Investment project analysis

Marketing in digital environments - 5 ECTS:

Online trends and strategies
Business models
The online consumer
Introduction to Digital Tactics (SEO, SEM, Social Networks ...)
Web structure and Analysis of results

Module 2

Strategic Marketing

Creation of value in the company - 5 ECTS:

Marketing strategies
The Marketing process: customer orientation
The development of the value proposition
Brand building and management

Value delivery - 5 ECTS:

Integrated marketing communication
The 4 Cs and 6 Ms of Marketing
Media plan
Campaign strategies
Keys to internal communication
Distribution

Module 3

Strategic Market Planning

Sales and marketing strategies - 5 ECTS:

Strategic planning of sales
Selling Policies
Sales techniques
Sales forecasting

Management of clients and key accounts: new models of commercial organization - 5 ECTS:

Definition of the internationalization strategy and plan
Internationalization strategies and models
Consultative Selling
The phases of selling
The remuneration of the commercial team
The direction and supervision of the commercial team
Key Account Management
CRM (Customer Relationship Management)

Customer-centric marketing business strategies - 5 ECTS:

What is genuine customer orientation?
Product marketing vs customer marketing
Analysis and knowledge of clients
Activation of new clients
The RFM model of customer segmentation
Customer loyalty
Calculation of customer value
Cancellation and recovery of clients
Customer Centric organizations & Strategy
Customer Experience Management
Category Management
Customer Equity vs Brand Equity

Module 4

TFM

Master´s Thesis- 15 ECTS:

The Thesis is not just a research project that you need to do in order to get your Master’s Degree; it’s the right time and place for you to consolidate your academic experience with your professional ambitions, your creativity and your personal vision. It’s your greatest opportunity to put into practice everything you’ve been learning and work with a team in order to achieve everything you set your mind to.

TOTAL CRÉDITOS

Module 1

International marketing management and market globalization

Strategic management of international marketing: key to competition and success in global markets¨ - 6 ECTS

Development of the marketing professional in a global environment - 6 ECTS

Module 2

Strategic planning of international markets

Global markets: research and identification of the value proposition - 6 ECTS

Creation of value in international markets - 6 ECTS

Module 3

Value management in international markets

Economic-financial management of strategic international marketing decisions - 6 ECTS

Digital marketing in international environments - 6 ECTS

Module 4

Go To Market

Delivery of value to the international client - 6 ECTS

International sales and marketing strategy - 6 ECTS

Module 5

Minor

Minor- 10 ECTS

Module 6

Practices

External internships - 6 ECTS

Module 7

TFM

Thesis - 6 ECTS

We know that everybody is different and has their own unique interests and professional path to follow. With this in mind, our educational model is designed to let you personalize your studies. Minors are elective courses that ensure that your training is tailored to you, giving you the opportunity to explore cross-profile contents that broaden the horizon of your Master.

Find out about the Minors

Our Faculty of International Experts

To teach at one of the best business schools, you need to have a passion for teaching. Our lecturers have this passion in their DNA, but they are also executives and professionals with a sound knowledge of the current business reality, as well as researchers who contribute relevant knowledge through their studies and publications.

FÁTIMA VILA

Directora del máster en Barcelona / Director of the Master in Barcelona

Partner en Nora & Pierre. Partner en Enrédame Comunicación.

Doctora en Comunicación, Universidad Complutense. Máster en Marketing Digital Internacional, Universitat Pompeu Fabra.

Alexia de la Morena

Directora del Máster en Madrid / Director of the Master in Madrid

Business Brand Manager, periodista y neuropsicóloga especializada en Publicidad, Marketing, Comunicación y Ventas. Licenciada en Psicología (Facultad de Psicología UNED) y en Periodismo (Universidad Complutense de Madrid)

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