Máster en Marketing y Gestión Comercial
Marketing & Digital Transformation

Master in Marketing and Sales Management

  • Oficial
  • Full Time - Spanish
  • 60 ECTS
  • Apr. 2024 - 10 months
Get up to 27% discount Until June 3rd


This master's degree is taught in SPANISH

Nowadays, we live in an increasingly globalized world in which technology is changing everything, including marketing. Innovation is reaching markets and competitors. There are groundbreaking new marketing and commercial management strategies, and new globalized sales models are emerging. 

To succeed in this new context, with increasingly demanding customers, companies need effective problem-solving capacities to satisfy them.  

With this in mind, we have designed the Master in Marketing and Sales Management of EAE Business School Madrid to equip you to become a marketing executive with leadership and value generation capacity for any company. 

With the help of this program, you will be able to stay a step ahead of the game and identify opportunities before anybody else, taking on the role of leader or project within this new context. 

You will acquire optimal training in both marketing and commercial management, putting you at the cutting edge of the latest trends in the field of marketing. Moreover, you will discover the key factors that generate value and enable any company to grow, so that you can apply them and put them into practice. 



    On successful completion of your program, you will receive a double qualification: the Master in Marketing and Sales Management from EAE Business School and the Master in Marketing and Sales Management por la Universidad Internacional de la Empresa (UNIE).

    Partner académico-Unie Universidad

    *Official degree recognized by the Ministry of Education of Colombia and SUNEDU.

    Enroll now and start enjoying your career boosting plan.*

    From the moment of your enrollment we will start working together in the materialization of your professional project through a personalized development plan. Are you going to miss it? Request information and we will explain it to you.

    *This service applies only to on-site programs.

    Reasons to take this master

    in EAE Business School
    1. Membership of the Spanish Marketing Association: You can become a member of this professional association, access all its resources and learn about the latest advances in this professional area.
    2. Tools for the digital world: You will become an expert in customer management tools, such as CRM and different digital techniques for selling, communicating and positioning your product on the market. 
    3. Analytical and applied vision: Within the subject "Development of the marketing professional in a global environment" sessions will be given on the application of Big Data to the marketing and sales sector. Similarly, the subject "Delivering value to international customers" includes a Business Game as a real business simulator.
    4. Prestigious partners: EAE Business School Madrid works with Spain’s leading marketing associations: the Spanish Marketing Association and the Spanish Digital Economy Association. 
    5. True Potential Experience: Enjoy an experience that combines the Master in Marketing and Sales Management with a Personalized Professional Development Plan, guided by a True Potential Advisor, who will help you find, focus and develop your true potential.
    best Master in Marketing and Sales Management in Spain

    El Mundo Masters Ranking 2023. 

    best Master in Marketing and Sales Management in Spain

    EdUniversal Ranking 2021/22 

    best business school in Spain

    MERCO Talent Ranking 2022 

    Student profile
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    International participants
    2 years
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    MODULE 1

    • Strategic Management of International Marketing: Key factors in Competitiveness and Success in Global Markets – 6 ECTS
      • International economic landscape. Big international challenges. Globalization at a country, sector and company level. The concept of strategy.
      • Free-trade areas and economic integration. Goals, values and results.
      • Globalization and offshoring. Internationalization of the supply chain and production. Value proposition.
      • Internationalization of capital and people. Sector analysis.
      • Players in the international economic scene. Contextualizing the sources of power in the world. The new key players in the global economy.
      • International economic and financial architecture. Resources and capacities
      • Success and failures in global competition: causes and key factors. Competitive advantage.
      • Analysis of international competition and the quest for comparative advantages. The ‘Made in’ and ‘Country Brand’ effect. Strategic options and positions.
      • The ‘Made in Spain’ effect and its impact on the international strategy of Spanish brands. Business models.
      • The Leading Brands of Spain Forum. Internationalization strategy.
      • Company competitive advantages. The role of the portfolio of internationally exploitable resources and capacities. Implementation: the structure of organizations.
    • Development of Marketing Professionals in a Global Environment – 6 ECTS
      • Leadership of high-performing commercial teams.
      • Communication, persuasion and negotiation techniques.
      • Negotiation and conflict management techniques in international matters.
      • Time and stress management.
      • Project and meeting management.
      • Presentations in public.
      • Personal development plan. Executive coaching and mentoring. Personal branding as a professional.
      • Offline and online networking. Public relations and social, business and official protocol.
      • International markets. Multicultural and multilingual settings.
      • Globalization and work-life balance.
      • Code of conduct, and business and professional ethics.
      • Introduction to Big Data
    MODULE 2

    • Global Markets: Investigating and Identifying the Value Proposition – 6 ECTS
      • Introduction to market research.
      • The market research project.
      • The marketing environment: information sources.
      • Researching and evaluating opportunities in international markets.
      • Consumer segmentation. Tools for segmenting global markets.
      • Tools for analysing market positioning.
      • Consumer behaviour and demand.
      • Quantitative and qualitative research. Field study based on research.
      • Identification of the value proposition.
      • Online support for market research.
      • International research commercial research project management. Project management and execution (from quality control to ethics of the process). Verbal and written presentation of research: best practices.
    • Value Creation in International Markets – 6 ECTS
      • Marketing and value creation.
      • Market segmentation and value proposition. Micro-segmentation versus globalization.
      • Product strategy from new product development to co-creation and product portfolio management.
      • Service definition, implementation and management.
      • Branding. Corporate branding as a competitive advantage in internationalization processes.
      • Price as a commercial variable.
      • Pricing and the levels of decision-making.
      • Price-setting strategies.
    MODULE 3

    • Economic and financial decisions involved in strategic international marketing decisions – 6 ECTS
      • Financial information requirements for international marketing management.
      • Objectives and methods of financial statement analysis to facilitate commercial decision-making.
      • Cost and sales analysis to determine the profit/country margin for each product and optimize commercial decisions.
      • Analysis of investments executed within the framework of the international marketing strategy in order to calculate profitability.
      • Calculating the cost of the money invested in the international marketing budget.
      • Business strategy and international commercial planning. Financial, business, sales and financing forecasts.
      • Analysis and management of international projects and associated risks. Economic, social, environmental and reputational risk. The country risk and foreign exchange risk.
      • The balanced scorecard and international marketing
    • Digital Marketing in International Settings – 6 ECTS
      • The Internet as a new distribution and communication channel with a global scope.
      • Web platform planning and design.
      • E-marketplaces.
      • Search strategy and optimization: SEO and SEM.
      • Growth-Hacker Marketing.
      • From communication to conversation, and the impact of the digitization of markets and channels.
      • Social media.
      • Mobile Marketing
      • International legislation international applied to the Internet. Data protection and management.
      • Analytics and metrics of an international e-marketing plan.
      • Viral campaigns.
    MODULE 4

    • Value delivery to international customers – 6 ECTS
      • Delivering value and satisfaction to international consumers: Distribution, its evolution and new trends from direct channel to omnichannel distribution.
      • Selling products, services, solutions or experiences? Trade marketing, point-of-sale, retail marketing and Servicescape.
      • Determining factors in added value for international consumers. Distribution strategies: Push vs Pull. Selective-exclusive-mass distribution.
      • Distribution strategies in international markets
      • International marketing mix plan: Adaptation or standardization? Communication as a marketing variable and integrated marketing communication (ICM).
      • Delivery of a global service: value, price and service at an international level.
      • Strategic distribution and logistics management.
      • Lean management: delivering value where the customer needs it.
      • Media analysis.
      • Customer Relations Management: designing a support structure. International relational marketing and customer loyalty.
      • The Value Stream Map in global and local market. Communication in crisis situations.
      • Process definition. Components. Pull and Push. Process metrics and enhancing process value. New trends in direct marketing.
      • Communication strategies in international markets
      • BUSINESS GAME. Business simulator.
    • Sales and International Commercialization Strategies – 6 ECTS
      • Sales management at a global level and international sales team management.
      • Aligning the Sales Director with the structure of the multinational company.
      • From Product Marketing to Customer Marketing. The functions of the Product Manager and Client Manager.
      • Sales team management: supervision, remuneration and motivation.
      • CRM | Customer service quality (CSAC) | Client Management. CRM development in the organization.
      • Sales strategy: how to reach international markets.
      • Sales strategies in international markets.
      • Negotiation with clients.
      • The international sales environment. Definition and ways of organizing multi-market commercialization channels.
      • How does the new 21st-century consumer influence the changes that have occurred in the distribution chain?
      • Current structure of distribution channels and international market coverage.
      • Dependence and power in the commercialization channel. Breakdown by national markets.
      • Conflict in the commercialization channel. Point-of-sale analysis.
      • Collaboration in the commercialization channel. International strategic alliances.
    MODULE 5

    • Choose the course that you want to take and which will expand your range of future professional prospects – 6 ECTS
    MODULE 6

    • External internship - 6 ECTS
    MODULE 7

    • Master’s Thesis – 6 ECTS


    Minors are elective courses that enable you to personalize your Master and build a study program tht has the scope for new disciplines aligned with your profesional interest and goals. They act as real communication links that enable you to explore other areas of knowledge and connect them to yours. Minors multiply your opportunities for networking and expand your professional horizons. The range of Minors on offer varies depending on the intake and campus.

    Choose between:

    • Application of AI in Business
    • Stategy and Data Analytics
    • Fintech: Technology for Finance
    • Marketing automation and marketing intelligence
    • Neuromarketing
    • Digital Marketing
    • Sales management Innovation
    • Sustainability: Strategies and Opportunities
    • Scalling Up: Strategies for business growth management
    • Project management techniques
    • Corporate Wellbeing: Leading Wellbeing Strategies
    • Business Agility
    • Leadership: Team development techniques


    Explore new areas of knowledge and boost your employability by acquiring the competencies in the highest demand.

    3 Territories to conquer

    1. Development of marketing areas

    You will develop the strategy to achieve the company’s goals, with a firm grasp of information techniques and sources. Moreover, you will be able to recognize new opportunities and adapt the marketing policies to each organization.  

    2. New trends

    You will gain in-depth insight into both the opportunities and risks of the latest marketing by developing competencies and implementing consumer- and market-oriented management systems. 

    3. Executive skills

    You will lead teams in globalized environments, with the ability to analyse the market and its different scenarios in order to achieve the best fit of the marketing department within the organization in order to enhance the company’s value. 


    Alexia de la Morena

    Alexia de la Morena

    Business Brand Manager, journalist and neuropsychologist specialising in advertising, marketing, communication and sales.

    César Moreno

    César Moreno

    Independent business consultant.

    Giuseppe Emanuele Adamo

    Giuseppe Emanuele Adamo

    Director of Marketing, Communication and Sales at EAE Business School.

    Joan Roca

    Joan Roca

    He divides his professional activity between marketing consultancy, photography and teaching.

    Pablo Contreras

    Pablo Contreras

    Developing his consultancy firm IdeasActionLab.

    Eduardo Correa

    Eduardo Correa

    Managing Partner of Ephemeral Life, Consulting and Business Management. 

    Degree in Business Management and Marketing, Graduate in Marketing and Executive MBA from ESIC Business & Marketing School. Master in Communication and New Technologies Management from Universidad Rey Juan Carlos de Madrid. PhD in Information Science from UCM. 

    Luis Expósito

    Luis Expósito Sáez

    Founder of a chain of DIY supermarkets. +25 years of experience in Financial Management and General Management positions in different companies, mainly in the distrribution sector.

    Mercedes Febre

    Mercedes Fèvre

    Consultant, trainer and speaker in online sales and digital marketing. She has worked at Amazon, BuyVIP, Carrefour, among other companies. Degree in biochemestry and molecular biology. PhD student in Business Sciences at UCM.

    Miguel Valle

    Miguel Valle-Inclán

    Expert in traditional marketing, digital marketing and inbound marketing. International career in multinationals such as Mondelez, Heineken and Altris. Degree in Economics and Business Administration, and Master in Sales and Marketing Management from the Instituto de Empresa.

    Pierre Auger

    Pierre Auger

    Senior Advisor at CargaTuCoche and CEO - Cofounder of URATE

    Lisardo de Pedro

    Lisardo de Pedro

    Bachelor in Business Administration from the University of Humershide, Master in Commercial Management and Marketing (GESCO) from ESIC and Rey Juan Calos Uniiversity, Master in Financial Management (MDF) from ESIC, Bachelor in Commercial Management and Marketing from ESIC, and PhD in Legal and Social Sciences.


    Sandro Arrufat

    PhD in Communication Sciences. Director of Communication and Institutional Relations at Santander Financial Institute.

    Professional prospects and entry profile

    • What you study here and now will have an impact on your career tomorrow. Start imagining your future and take a look at some of the professional prospects that await you. 

      • Chief Marketing Officer (CMO) 
      • Marketing Director 
      • Commercial Director 
      • Product Manager 
      • Brand Manager 
      • Category manager 
      • Key Account Manager 
      • Direct Marketing Manager 
      • Trade Marketing Manager 
      • Marketing Technician 
      • Commercial Technician 
    • The master's degree is preferably aimed at graduates, undergraduates and graduates with a university degree in the following areas:

      • Economic and Business Sciences
      • Business Sciences
      • Marketing
      • Business Administration and Management
      • Economics
      • Market Research and Techniques

      In any case, students who wish to access the master's degree with a previous degree other than those indicated above or who have not taken official master's degree programs that include the fundamentals of these degrees, must take complementary training courses in order to improve their knowledge in basic and specific subjects of marketing management. These training complements will be compulsory and will be taken before the first semester of the master's degree.

    EAE MADRID CENTRO EDUCACIÓN SUPERIOR, S.L.U., will process your personal information to contact you and to inform you about the program of your choice for the upcoming two terms. Afterwards, your data will be deleted.

    You may exercise the rights of access, deletion, rectification, opposition, limitation and portability, by post to EAE MADRID CENTRO EDUCACIÓN SUPERIOR, S.L.U., Post office box 221 of Barcelona, or by email to [email protected]. Likewise, if the interested party considers it appropriate, they can lodge a claim to the Spanish Data Protection Agency.

    Moreover, you can contact our Data Protection Manager by email to [email protected], or by post to Grupo Planeta, At.: Data Protection Manager, AVENIDA DIAGONAL, 662-664.