Master in Marketing
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Upon the successful completion of any of EU's master's degrees, graduates have a wide array of career options and business opportunities available to them. In response to the growing demand for flexible and entrepreneurial business professionals, EU's programs are designed to foster the skills required for a successful career in the international business arena.
EU's graduates possess an international mindset, multicultural awareness and are innovative thinkers. This makes them ideal candidates for positions at large, multinational companies and dynamic, disruptive entrepreneurs ready to start their own businesses.
Career Options
The EU Master in Marketing provides students with a comprehensive understanding of marketing and its disciplines through a pragmatic approach to study. Graduates of this master may be interested in the following careers.
Head of Digital Marketing
The head of digital marketing is responsible for a company's online marketing. These professionals will create a digital strategy based on organizational objectives and ensure that it is implemented correctly with the right campaigns and messages to impact the target audience. With experience in marketing, these professionals will be proficient in disciplines such as SEO, SEM, emailer marketing, and retargeting, among others. They ensure effective lead generation and conversion through constant analysis.
A head of digital marketing is creative and analytical, as well as proficient in marketing and digital activities.
Marketing Manager
Marketing managers are in charge of planning, creating and implementing marketing campaigns for products, brands and organizations. Their portfolio will include various brands or product lines which are managed by their reports. Tasks include market segmentation, research, promotion, advertising and reporting as well as budgeting and competitor benchmarking, among others. The end goal of a marketing manager is to ensure that a product is relevant and reaches customers for market success and profitability.
A marketing manager will need good communication and presentation skills as well as knowledge of finance and data analysis.
Head of Media
Heads of media are in charge of the paid advertising campaigns of an organization. They work within a determined budget with the aim of ensuring that an organization’s message reaches its target audiences effectively. Media objectives may include reach, sales, ROI or engagement. These professionals will analyze data to determine optimal media outlets such as TV, radio or social media for advertising and will monitor results. Their functions include negotiating with media providers, analyzing data, optimizing campaigns, planning, budgeting and creating media messages to ensure impact and results.
The skills needed to become a head of media include data analysis, organization and negotiation, among others.
Head of Communications
Heads of communication are in charge of all the communication materials and messages generated by an organization both off- and online. They ensure message coherence and that a positive organizational image is communicated to target audiences. Understanding audience perception, monitoring third-party messages about the organization and industry, anticipating reactions as well as tracking the effectiveness of released communication materials are important for success in this position. Heads of communication will also oversee the materials and messages produced by other departments such as marketing to ensure that they are in line with the overriding communication objectives and strategy. These professionals are also in charge of reputation management and are key in crisis management.
Excellent communication and interpersonal skills are necessary to rise to this position.
Areas of Work
The EU Master in Marketing provides students with in-depth knowledge of marketing for application across a multitude of sectors. Graduates of this degree may be interested in working in the following professional fields and sectors.
Industrial marketing, or B2B marketing, is the marketing of goods and services to other businesses or institutions rather than to end consumers. As with consumer marketing, its aim is to satisfy the client to ensure repeat purchase. Industrial marketeers will often work directly with clients to ideate solutions and products and services, liaising through key account managers with whom the buyers have established trust.
Market Intelligence collects information about a company’s market, industry trends, competitors and customers, among others, and compiles it into reports which are used for strategic decision-making by top management. Professionals within this field are also in charge of market research and will help determine consumer insights for product and service development.
Consumer marketing comprises the creation and promotion of products to the end consumer. Functions within this discipline include market research, data analysis, creation of promotional campaigns, advertising, budgeting and product development, among others. The aim of consumer marketing is to positively differentiate the organization’s product from others and to create and defend a unique brand positioning for growth in market share.
Point of sale is where the final purchasing decision takes place. Trade marketing is the department which ensures that a product and brand are implemented correctly in sales outlets. They will work directly with sales channels to ensure that objectives are met. Tasks within this area include elaborating promotional materials such as displays, optimizing the brand assortment and creating sell-in actions such as discounts for large purchases.