Global Master in Marketing and Sales Management
- Professional
- Hybrid Learning - Spanish
- 60 ECTS
- Oct. 2024 - 12 months
Presentation
This master's degree is taught in SPANISH
In the current landscape, the appearance of new technologies, markets and competitors, as well as changes in consumption habits, requires an increasingly updated and revitalized strategic marketing vision.
This situation requires professionals with executive skills but who, at the same time, are equipped to lead with new technologies and respond to consumer demands in any field and sector.
Taking these points into account, the Global Master in Marketing and Commercial Management of EAE Business School Madrid will prepare you to lead the changes that are taking place in the field of marketing, enabling you to turn disadvantages into opportunities.
As a result, you will acquire all the knowledge and skills required to take the reins and lead any company.
The Master is designed with two facets: firstly, the more general part will give you a firm grounding from the more strategic and analytical perspective of marketing; and, secondly, the program is specially designed for professionals who are currently working in the field and want to train in the most effective and suitable way adapted to their interests and needs.
MASTER DEGREE
On successful completion of your program, you will receive a double qualification: the Global Master in Marketing and Commercial Management from EAE Business School and the Global Master in Marketing and Commercial Management by the Universidad Internacional de la Empresa (UNIE)
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
- Adapted methodology: The Hybrid format enables you to blend different learning methods, combining in-person classes, live online lectures and other sessions that you can fit in around your personal and professional lives.
- Prestigious partners: Our business school works with Spain’s leading marketing associations: the Spanish Marketing Association and the Spanish Digital Economy Association. You will benefit from and capitalize on these partnerships.
- Gamification as an ally: Put your skills to the test and become an executive in the sector with the help of business simulations and company challenges.
- Leadership role: You will gain insight into the organizational processes involved in creating and enhancing the company’s value. You will analyse the current situation of the market and identify the different possible scenarios. Based on this, you will develop the business strategy and lead and motivate the different work teams.
- Residential stage in the capital: You will benefit from a two-week in-person residential period at the campus of EAE Business School Madrid, where you will develop your talent through a wide range of activities and workshops.
- True Potential Experience: Enjoy an experience that combines the Global 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.
"El Mundo" Ranking 2023
EdUniversal Ranking 2021/22
MERCO Talento Ranking 2022
Syllabus
- Marketing planning in organizations. From strategic marketing to operational marketing - 6 ECTS
- Analysis of the environment within a changeable context.
- Vision-led strategy.
- Strategy and competitive advantage within a changeable context.
- Market segmentation, positioning and value proposition.
- Dynamic capacities: The source of sustainable competitive advantages.
- Competitive and growth strategies in global markets.
- The dynamics of organizational capacities.
- Cooperation, coordination and strategic selection.
- Operational marketing: Making the value of the product/service tangible, pricing and reaching the consumer (distribution).
- Marketing audits, product range analysis and strategies based on the product lifecycle.
- Organizational structure and coordination and control mechanisms in the company.
- Managing strategic change in the company’s marketing.
- Power pricing: Setting prices based on value creation. The choice between homogeneity and variety with respect to the company’s pricing.
- Promotions and communication.
- Consumer and competition analysis within a marketing plan.
- The marketing plan and its integration within the company’s competitive strategy.
- Incentives and controls: Execution support and reinforcement.
- Consumer Market Insights and New Models. Neuromarketing, Big Data and Business Intelligence – 6 ECTS
- Research in Marketing.
- Types of consumer at an international level. Cultural, economic and institutional differences between countries.
- The individual characteristics of the purchasing process between countries: factors to consider.
- Commercial research project management. Project management and execution (from quality control to process ethics).
- Verbal and written presentation of research: Best practices.
- Exploratory research techniques: Qualitative methods.
- Descriptive research techniques: Quantitative methods.
- Concept mapping. Combination of qualitative and quantitative tools to tackle unstructured problems.
- Causal research designs. Types of research design according to possibilities in terms of causal inferences. Principles of experimental and quasi-experimental design. Applications in the field of commercial research.
- Statistical inference tools for exploiting questionnaires. Parametric and non-parametric approaches.
- Segmentation tools.
- Tools for analysing positioning.
- Explanation and prediction of metric and non-metric variables.
- Support for online market research. The search engines and latest techniques and technologies in the field of technological and competitive intelligence that enable the control of the flow of information for each type of digital channel.
- Innovation and Creativity, Open Innovation and New Business Models. Design Thinking, Lean Startup, Gamification – 6 ECTS
- Changeable competitive environments.
- Designing new business models focusing on value creation: The role of marketing.
- Innovation in companies. Strategic tactics and competitive dynamics.
- Technological innovation process (TIP) - from the idea to the product. Product concept.
- Launching new products onto the market - from the product to loyal customers.
- Creativity in company innovation. Open innovation.
- Creativity Techniques. Design Thinking.
- The Lean Startup model.
- Gamification.
- Residential program – 6 ECTS
- Support for online market research. The search engines and latest techniques and technologies in the field of technological and competitive intelligence that enable the control of the flow of information for each type of digital channel.
- Design Thinking.
- The Lean Startup model.
- Gamification. E-commerce.
- Sales negotiation.
- Creating Value in the Consumers’ Mind, Emotional Branding, Sustainable Communication and Marketing – 6 ECTS
- Globalization, market orientation and value creation through strategic marketing.
- Value creation through customer relations satisfaction,
- Horizontal value co-creation. New product development through collaboration.
- Brand creation as a value generation strategy.
- Emotional branding.
- Brand Essence. Brand essence wheel. Key brand benefit.
- Building value-generating relations in the commercialization channels.
- Introduction to marketing 2.0 and consumer communication 2.0.
- Corporate Social Responsibility as a new company value.
- Marketing 3.0. Case study: #retopelayovida.
- Content marketing and value creation.
- Value generation through clean production practices, ecodesign and reverse logistics.
- Strategic cost analysis and a global value chain.
- Digital Marketing and Customer-Centric Marketing Strategies - 6 ECTS
- Web platform planning and designing. Planning and designing the company website to optimize and enhance positioning.
- Social Media. Analysis of existing social media and how companies can use them to reach consumers in the most effective way.
- Acquisition and sales strategies in foreign markets.
- Mobile marketing. Overview of the set of practices that enable companies to communicate interactively with their customers using mobile devices.
- Search strategy.
- Analytics and metrics of an e-marketing plan. Examining web analytics to obtain the data required to measure the website traffic, improve its efficacy and exploit it to search for information.
- SEO. Organic positioning techniques for ranking among the top positions on search engines.
- SEM.
- Digital advertising.
- Performance analysis.
- Development of the customer-centric concept and its implications for the organization.
- CRM, Customer service quality (CSAC). Customer segmentation in international markets and its application in databases.
- Databases and segmentation designed to maximize customer value simultaneously in global markets.
- The foundations of client management.
- Customer experience. Customer journey and inbound marketing.
- Development of different client management strategies.
- Legislation applied to the internet
- Commercial strategies, Customer Management and Commercial Organization. Distribution - E-Commerce - 6 ECTS
- Commercial structure and the organization of the Marketing department: Design factors and contingency parameters.
- Sales management from a global perspective.
- Market analysis by approaches and strategies for generating distribution policies.
- Changes in the distribution marketing approach driven by the new consumer profile and attitude. Trade marketing, retail marketing and experiential marketing.
- Current structure of distribution channels and international market coverage. Analysis of channel flows, structure design and performance evaluation.
- Dependence and power in the commercialization channel. Breakdown by national markets.
- Conflict in the commercialization channel. Point-of-sale analysis: Auditing as a tool to detect internal anomalies in the company and the distribution chain.
- New challenges in channel relationships: Management by categories and distributor brands.
- Pull and push sales strategies in international markets.
- Strategic sales plan.
- Organization of the sales team. Innovation sales force organization models in fragmented, concentrated and dispersed markets.
- The customer database (CRM).
- Customer value management.
- Customer profitability.
- Decision-making in our sales network.
- The Trade Marketing and ECR (Efficient Consumer Response) departments.
- The Key Account Manager.
- Strategic account.
- E-commerce.
- Sales negotiation.
- Finance and Management Control for Commercial and Marketing Directors.
- Financial information requirements for marketing management.
- Accounting as the foundation of company reporting and decision-making.
- Objectives and methods of financial statement to facilitate commercial decision-making.
- Cost analysis for determining the profit margin of each product and optimize commercial decisions. Gaining benefits from comparative costs. Product cost. Cost centres. Equilibrium point.
- Analysis of investments executed within the marketing strategy and calculation of the profitability. The net present value, internal rate of return and break-even point.
- Calculating the cost of money invested, the WACC. The annual marketing budget of commercial investment. Ratios analysis.
- Calculating the ROI in marketing.
- Linking marketing to finance: The value of the customer and brand perception.
- Choose the course that you want to take and which will expand your range of future professional prospects – 10 ECTS
- Master’s Thesis - 12 ECTS
Minors
At EAE Business School Madrid, as a school committed to innovation and transformation, we have created an optional specialization program that you can take at the end of your Master.
This educational model gives you the opportunity to acquire new skills and an individualized qualification to set yourself apart in the labour market by enhancing your professional profile.
You will have the option to choose the Minor that best suits your needs.
3 Territories to conquer
1. Development of Marketing Areas
Acquire the basic concepts of marketing to then apply them in your business management, as well as efficient techniques for gathering information in order to identify opportunities for growth.
2. Executive Skills
Create and enhance corporate value by compressing processes and analysing the different scenarios, enabling you to define a business strategy through effective team leadership and motivation.
3. New Trends
The latest trends in marketing may generate opportunities and risks, so it is important to be able to tackle the new competitive environment and how it focuses on the market and the consumer.
Faculty
Lisardo de Pedro
Nearly 20 years of experience in marketing departments in FMCG companies.
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.
Cristina Gallego
Professor at EAE Business School.
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 the UCM.
Ángel del Castillo
D. in Business Management from the University of Santiago de Compostela.
Alejandro de Pablo Cabrera
Business uni Manager - Saludabit at OCU
Joan Roca
He divides his professional activity between marketing consultancy, photography and teaching.
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)
- Commercial Manager
- Marketing Manager
- Product Manager
- Brand Manager
- Category Manager
- Key Account Manager
For access to the Global Master's Degree in Marketing and Commercial Management, candidates must have a Bachelor's Degree, Diploma or Degree in the area:
- Social Sciences,
- Economics,
- Law,
- Computer Science.
Or prove extensive professional experience in the field of the degree.
True Potential Experience
At EAE Business School Madrid, we know that are all born with something that, if you discover and nurture it in time, can make all the difference in your professional career.
With this in mind, EAE Madrid offers you the True Potential Experience: an experience that combines our Global Master in Marketing and Sales Management with a Personalized Professional Development Plan.
With True Potential Experience, we want to give you more than just a top-quality education. We want to give you the opportunity to discover your true potential and make it a reality.
Employment report
Our students on EAE’s Global Master in Marketing and Commercial Management work in leading companies, such as:
At EAE Business School Madrid, we offer financial support to all the candidates on EAE programs.
EAE Business School grants
Achieving excellence in your studies requires a large dose of energy and perseverance. We like to think that we can offer an extra motivation for students who are working at the highest level. The Academic Excellence grant is awarded to candidates who have displayed extraordinary performance and can accredit an average score on their academic record of over 9.5.
We strive to increase the presence of women in executive positions and promote gender equality in the labour market Over 40% of our students are women, many of whom combine their studies with their professional and personal lives. We want to reward their efforts with this grant, which takes their academic report into consideration, but also their executive potential, leadership capacity and professional background.
Launching an entrepreneurial venture is an exciting journey that requires preparation, the capacity for sacrifice and creativity. We aim to foster entrepreneurial spirit and great business ideas with a grant awarded to directors of SMEs, self-employed professionals and people with their own business project. To be eligible to apply for the grant, the Master candidates must have created a company in the same year.
We are certain that, to achieve a fairer, more participative society, we have to run initiatives designed to foster the talent of people with a disability. With this in mind, we have created a grant for the Master in Marketing and Sales Management that is awarded to the candidate with an accredited disability of at least 33% who has the best academic record.
(Fully covers all training-related expenses during their attendance on international programs).
In the global world in which we now live, it is important to discover new cultures that enable us to enhance our competencies. With this in mind, we offer a grant to students whose program includes an international mobility option on its syllabus (programs that offer students an optional residential program abroad). This grant covers the cost of enrolling at the destination university.
Other ways of financing the master
There are other sources of financial support for studying offered by different institutions and organizations, to which you also have access.
The grants offered by the MAEC (Ministry of Foreign Affairs and Cooperation) and the AECID (International Cooperation Agency for Development) offer the opportunity to take this Master to young and foreign university students who choose to round off their studies in a Spanish university or educational institution. The grants are aimed at candidates with university qualification (and final-year students in some cases).
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