Master in Marketing
(título propio)

Globalization has transformed the business landscape, introducing new opportunities and new challenges for companies of all industries and sizes. By engaging in international marketing, companies can enter new markets, grow their customer base, build brand recognition and increase sales. Students will learn how to assess international opportunities, develop winning competitive strategies and analyze expansion plans; acquire a better understanding of target markets; gain insights into local customer preferences and needs; and learn how to develop products and services in a way that meets the specific needs of those target markets. Additionally, they will learn to anticipate challenges from factors that cannot be controlled, negotiate in a global context, select partners and adapt to local conditions.

Subject-specific module | 3 ECTS

Understanding consumers and customers is critical for managing businesses in a competitive marketplace. It is crucial to understand what drives purchasing decisions and develop marketing strategies that are tailored to customers' needs. By understanding the psychological and sociological factors that drive consumer behavior, businesses can create effective marketing campaigns, develop excellent customer experiences, and build stronger relationships with their customers.   This module focuses on understanding what influences consumer behavior and the decision-making process. It will enable students to take a strategic approach to gaining an in-depth understanding of potential consumers and/or customers in order to achieve a sustainable competitive advantage. The course brings these concepts into the context of marketing management and also introduces analytical methods to exploit multiple data source and transform data into consumer related knowledge and understanding.

Subject-specific module | 3 ECTS

This is a practical course structured as a project with an iterative format. It is designed to provide a dynamic and engaging experience of executing a strategy consulting project based on a case study. Students will learn to self-organize and collaborate with teammates to solve problems and manage projects effectively and successfully by learning to implement feedback. In addition, students will learn to apply tools and soft skills that will enable them to solve challenges and execute projects as external or internal consultants, individual contributors, or organizational leaders.

Project-based module | 6 ECTS

Successful managers skillfully manage their resources and risks to produce a desired organizational outcome. A key and often overlooked challenge for managers is the ability to manage without influence: in other words, to gain the support of stakeholders and access to resources not directly under their control. Students will explore project management, effective negotiation and communication skills with a practical, hands-on approach through case studies and class exercises. This course will also review socio-political complexities, creativity and emotional considerations as well as approaches to maximize influence. Students will acquire the fundamental tools, concepts and behavioral skills needed to successfully lead and realize benefits from projects, negotiations and communications.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

As companies take a customer-orientated approach to driving key strategic decisions, marketing increasingly sits at the center of corporate strategy. It’s what’s referred to as “strategic marketing” – in other words, how a company, in the pursuit of its core business objectives, assesses its environment, chooses its target markets and customers, defines and positions its product and/or services, focuses its marketing activities, and allocates its marketing resources. Taking a real-world approach to understanding how firms formulate marketing strategy, students will learn the various aspects of strategic marketing, with a focus on current and emerging marketing technologies, tools, tactics and their impact on marketing strategy development.

Subject-specific module | 3 ECTS

The increased digitalization of marketing is providing marketers with unparalleled customer data depth and breadth – so much so that mathematician Clive Humby opined that data “is the new oil.” But while data, like oil, is valuable, the point equally was made that “if unrefined, it cannot really be used.” Taking a practical and real-world, case-driven approach, this course looks at ways to “refine” data into actionable insights through analytics to help drive informed marketing decision-making. Students will be introduced to data-driven marketing concepts such as big data, web analytics and data modeling, and how these interplay; the focus will in turn be on illustrating how these can be applied, and their effectiveness assessed, to help marketers optimize campaigns and more broadly, turn data analytics into a source of competitive advantage.

Subject-specific module | 3 ECTS

This is a practical course in strategy development structured as an agile project, culminating in creation of a strategy based on a luxury tourism case study. The course is designed to provide a dynamic and engaging experience of developing a strategy by understanding context, choices and determining goals which will determine resource allocation and defend competitive differentiation. The project will involve market research, analysis of segment attractiveness and competitive position building on capabilities and existing strengths. The final strategy will devise development of winning plays for competitive advantage aligned to the company mission and performance objectives. Students will learn to self-organize and collaborate with teammates to effectively manage content modules with group work as with a real management consulting project.

Project-based module | 6 ECTS

This course equips students with the skills required to become effective leaders. Students will learn how to take decisions under uncertainty, build the capabilities needed to lead across local and international boundaries, and learn how to bridge culture gaps and differences to create value for the organization. Students will further develop the ability to lead through challenging dilemmas and explore the role of emotional intelligence in transforming a good leader into a great one. This course will equip students with the knowledge and skills required to formulate contemporary leadership strategies, which will allow for both short- and long-term success. The course takes a pragmatic, real-world approach and embraces the latest thinking in leadership development.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

This course will introduce students to the key areas of Business-to-Business marketing. Students will explore how to build sustained relationships with business partners and develop an understanding of what it takes to create successful demand generation programs. The course is designed to provide in-depth knowledge in the introduction to B2B direct marketing, B2B advertising strategies, the B2B value chain and how to critically analyze B2B marketing performance. In addition to developing core competencies in both academic research and practical marketing management, the course will prepare students to develop an applied understanding of how organizations can achieve sustainable success.

Subject-specific module | 3 ECTS

Digital transformation has completely transformed the marketing landscape and continues to do so. Marketers are facing a proliferation of social media channels, the power of the connected consumer, and new digital planning tools. This course aims to deepen students’ understanding with regard to digital marketing, enabling them to use that knowledge as a powerful marketing tool to enable an enduring relationship with consumers built on trust, dialogue and engagement. Students will learn the essential elements required to develop a comprehensive digital marketing strategy as well as implement key aspects of that strategy within a project. The course covers key pillars of digital marketing, mainly search engine optimization and marketing, social media platforms and KPIs, content marketing and influencer marketing.

Subject-specific module | 3 ECTS

This project-based new product development course is designed to provide students with experience in creating and developing a new product from ideation to launch. The course follows the lean startup method. The basic principle of this method is to launch a new product as quickly as possible in order to obtain customer feedback at a very early stage. This is done in a build-measure-learn cycle, which is constantly repeated to develop a product that is designed to be as close as possible to the customer's needs. Students will learn to apply this iterative approach in a concrete case study. They will not only learn the methodological basics and the required toolbox, but also the mindset, which is fundamentally different from that of classic product development. At the end of the course, participants should be able to successfully apply the Lean Startup method in concrete product, service, and business development situations.

Project-based module | 6 ECTS

This course equips students with the skills required to build and lead successful, high-performance teams. The students will learn to manage team dynamics in local and global environments and navigate through corporate and cultural challenges, including crisis management, miscommunication, and conflict resolution. A hands-on approach to team development will be introduced. Considerable attention will be paid to team leadership and empowerment within an ever-changing business environment.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS