Master Degree in Marketing Management from ESIC University

1. STRATEGY, DIGITAL INNOVATION, AND MARKET

In this module you will learn how to develop a new, competitive strategic vision to make ethical and unsustainable decisions associated with where and how to compete, who are the most valuable segments and targets according to your strategy and objectives, what business model you must implement and how to work positioning to capture and generate value. This module will be supported by several pillars such as innovation, digitization, methodologies, and hands-on training tools, the expertise of an outstanding faculty team -where 100% of professors are working in several sectors in executive management positions- and the use of data and Artificial Intelligence with a clear focus on the sustainability and profitability of the strategic plan proposed.

Business strategy

Business ethics & sustainability

Innovation & Design Thinking

Digital Transformation

Market Research

Finance

Strategic Marketing

Branding

2. MANAGERIAL SKILLS

It is essential to acquire and professionally develop several executive, managerial skills to grow and move into executive and leadership positions. These skills will determine the best candidate in any recruitment process or internal promotion. They also are the most demanded from companies no matter the company size or the sector they work in. The courses and workshops in this module are taught throughout the program so you may put the competences developed along the journey into practice with your classmates, professors, or in your companies.

Leadership & Communication

Critical Thinking

Negotiation

Storytelling & Presentation tools/techniques

3. TACTICAL EXECUTION

In this module you will learn how to identify, create, and put the required plans to generate value into motion, following the strategy designed during the first module. Starting with the definition of the marketing and sales plan, it will comprise international operations for market entry, forecasts, quantification of commercial objectives supported by plans and decisions about products, services, pricing, customer experience, tools and techniques for its management, channel, communications, demand-generating actions, including the salesforce management and the business level of digitization. All together to guarantee a successful execution of the plan.

Marketing and Sales Planning

International Operations Management

Commercial Management

Product

Pricing

Customer Relationship Management

Customer Experience Management

Communication Strategy & Promotion

Inbound & Digital Marketing

Omnichannel

4. BUSINESS STUDY TOUR

Students will go on a curricular Business Study Tour in an internationally accredited (triple crown) institution, where the students will immerse in business realities for two weeks, with a final assessment at the end of the stay. The tuition fee for this international module is included in the price of the master (travel cost and accommodation included but not the meals and further transportation during the stay). Students who choose not to attend the BST will have the chance to take the module the following academic year (subject to extra cost) or carry out a business case covering the courses and/or business realities given during the BST.

5. GROUP FINAL PROJECT

The Group Final Project will let you demonstrate all the competences needed you have acquired throughout the program to produce an original Marketing and Sales plan, working in groups, guided by an expert professor along the process. Moreover, you must demonstrate before a Tribunal that you have also developed the key competences to carry out an accurate analysis, make precise, efficient, and effective decisions through the right selection of segments and targets, delivering the most appropriate communications through the right channels to optimize resources, maximize impacts and increase profitability, which help you defend your project professionally