Master in Marketing Management - MIM |
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Imparte
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ESIC Business & Marketing School
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 Imprimir |
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Precio
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16.000,00 €
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 Enviar |
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Fechas
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Octubre
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Lugar
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Se imparte en
Pozuelo de Alarcón (Madrid).
Dirección :
Avda. de Valdenigrales, s/n.
28223
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Horario
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Monday to Thursday. From 19:00 to 22:00 h
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Tipo de master
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Presencial en Pozuelo de Alarcón (Madrid)
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Objetivos:
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The main objective we wish to achieve with our MIM programme is to train future marketing managers to able to make appropriate decisions using the methods and techniques acquired during the course.
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Dirigido:
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Graduates
Company Directors
People who have at least three years business experience, preferably in the areas of sales and marketing.
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Comentario:
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Spanish corporations are currently immersed in an extremely competitive world in which we no longer talk about our national markets, we refer to them as “local markets”; continental markets are “regional markets” and international markets are becoming “global markets”.
From this perspective, the commercial activity of selling products and services is becoming an increasingly complex task:
The competitive environment in which companies operate has changed dramatically over the last ten years.
The new technologies are having a direct impact on our lives styles and the way companies are managed; therefore, it is of paramount importance that organisations understand and adapt to these structural changes if they want to survive in a fierce competitive environment.
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Programa:
MODULE 1. MARKETING AND BUSINESS
The new business order.
Origin and evolution of marketing.
Marketing as a function.
Mass marketing and relationship marketing.
MODULE 2. ECONOMICS FOR MARKETING MANAGERS
Introduction to economics.
The essential model: supply and demand.
Basic macroeconomics concepts.
National income accounting: GNP and GDP.
Unemployment.
Inflation and the price index.
Foreign accounts.
Aggregate supply and demand: equilibrium.
Aggregate demand in the closed private economy.
Macroeconomics in the open economy.
MODULE 3. STRATEGIC APPROACH
The Macroenvironment.
The Microenvironment.
Vision, mission and Values of the Organisation.
Internal Analysis.
The Strategic Business Unit Concept.
Portfolio analysis.
SWOT Analysis.
Competitive advantage, image and positioning.
Strategies.
MODULE 4. CONSUMER AND ORGANISATIONAL BUYING BEHAVIOUR
Consumer Analysis.
Organisational buying behaviour.
Analysis of the Competition.
MODULE 5. INFORMATION AND MARKET RESEARCH SYSTEMS
The Marketing Information System.
Structure and Elements.
Data analysis.
Market Research.
Presenting results.
Marketing Applied Statistics.
MODULE 6. OPERATIONAL DIMENSION
Managing Solutions.
Distribution.
Marketing Communication.
Objectives, planing and promotion, budgets and calculating the break-even point.
E-commerce strategy.
MODULE 7. AREAS OF ACTIVITY
Business to Business Marketing.
Service Marketing.
MODULE 8. MARKETING PLANNING AND CONTROL
Concept and development of the Marketing Plan.
Sales forecasting techniques.
Setting and monitoring objectives.
The Plan of Action.
Budgetary Control.
MODULE 9. SALES MANAGEMENT
Business Negotiations.
Presentation Techniques.
Sales Management and Organisation.
Customer Portfolio Management and customer loyalty
MODULE 10. INTERNATIONAL MARKETING AND INTERNATIONAL TRADE
The International business environment.
The Large International markets.
International Strategic Approach.
International Financing.
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ESIC Business & Marketing School
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Misión
La formación de profesionales capaces de crear empresas y organizaciones o de desempeñar en ellas, con responsabilidad y eficacia, un trabajo directivo -a cualquier nivel- o técnico, y en cualquiera de las áreas de actividad
La difusión en la sociedad española de una cultura de estima de valores éticos y de racionalidad en los negocios, abriendo vías de comunicación entre la actividad académica y empresa e impulsando la vocación empresarial de los universitarios
El impulso de la investigación científica y técnica sobre administración de empresas y marketing, no só...
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- Madrid, ESIC Business & Marketing School
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