Master in Marketing Management

Liquid Organizations, Open Innovation and New Businesses in the Digital Age - 6 ECTS

• Organizational complexity and the organization as a complex adaptive system.
• Digital transformation, an additional aspect of organizational complexity.
• Key concepts of digital transformation.
• Liquid organizations. Definition and understanding.
• The dimensions of liquid organizations.
• New methodologies for managing the strategic portfolio.
• The open innovation culture, a key factor in adaptability and change management.
• The Marketing Director tackling the challenge of digital transformation.
• Key factors in new business management in a liquid world.
• Business ecosystem. Definition, models, management models. Success stories.
• Types of digital company and business. New business models in advanced competitive environments with a high digital component.
• Open innovation. Concept, models, tools, success stories and case studies.

UX Research and Design Thinking, Key Factors for Understanding the New Consumer Mindset - 6 ECTS

• Development of basic creative skills: Connections, associations, inspirations and developing lateral thinking.
• Design Thinking. Understanding and empathizing with the customer. Techniques, tools and concepts related to design research.
• Design Thinking II. Ideating solutions. Techniques and tools for developing creative and disruptive thinking.
• Design Thinking III. Prototyping and testing. Techniques and tools for creating prototypes, testing solutions, detecting problems and iterating for developing continual improvement.
• Human-centred product and service design and implementation of the result.
• UX/UI as ways of improving emotional relations with the customer in digital products.
• Customer Experience (CX) creating unique and impactful moments that consolidate our relationships with the audiences.
• The challenge and environment of Sustainable Development.
• Sector analysis and circular, sustainable trends.
• Sustainable business models and green entrepreneurship.
• Circular production management for achieving sustainability.

Market research and Sales Forecasting - 6 ECTS

• Introduction to research.
• Research phases.
• Information sources.
• Types of research.
• Quantitative research.
• Qualitative research.

Product Development and Pricing Strategies - 6 ECTS

• Internationalization, brand value and disruptive innovation.
• Individual product decisions.
• Smart pricing.
• Shopper marketing.
• Innovation marketing.

Omnichannel: A New Paradigm in Distribution and Communication Strategy - 6 ECTS

• Origin and reasons for distribution models. Agents in the system and trade marketing.
• Distribution and the different agents involved. Evolution of commercial distribution in different sectors.
• Channel and omnichannel design.
• Point-of-sale analysis. Operational and logistical channels. Masters of retail. Analysis of the main architects of modern retail through their key lessons.
• Communication as a marketing variable. Models for understanding communication. Knowledge models for understanding the phenomenon.
• Advertising and media models. Function, relevance and type. How they fit into the communication value system.
• Mass media (above the line) and personalized media (below the line).
• Media planning. On-off line coordination: Integrated marketing communications (IMC)

CRM. Integral Customer Management - 6 ECTS

• New marketing: The CRM concept.
• From Product Marketing to Customer Marketing.
• New functions, models and approaches in commercial organizations.
• Diagnostics: Analysis of the company’s situation in its market.
• CRM and its development in the organization.
• Customer service quality.
• Client management.
• Defining who our customers are: First strategic step.
• The importance of information. Knowing our customers.
• Portfolio analysis and structuring.
• Position and image in the “internal market”: Portfolio.
• Internal segmentation.
• The universal matrix: Basic model of internal segmentation.
• The concept of customer value and internal growth strategy.
• Levels of strategic action in the customer portfolio.
• Internal growth strategy.
• Reflections on loyalty strategies.
• Unsatisfied Customer Management (detection and recovery).
• Error Management.
• Expanded Customer Journey.
• The value of satisfied customers.

Digital Marketing: Strategy, Platforms and Performance - 6 ECTS

• Global approach to the digital commercialization ecosystem.
• Strategic campaign design. 360º vision.
• Metrics.
• UX.
• Digital tools: SEO, SEM, Affiliation, Display, etc.

Soft Skills: Leadership, Negotiation and Management Control for Marketing Executives - 6 ECTS

• Introduction. Leadership in the current context: The VUCA world.
• Self-knowledge.
• Leadership styles: The new Marketing Officer, the leader coach and the development of emotional intelligence.
• Creation and management of high-performing teams.
• Effective communication and conflict management.
• The power of negotiation.
• Limits of a negotiation. Distributive and integrative negotiation strategies: The Kremlin negotiation model vs. the Harvard negotiation model.
• The most complex negotiations.