Globalisation, new information technologies and new distribution channels are changing marketing’s point of view. Also, consumers have become more and more demanding and have more information, so they are fully aware of what they want and need.
All companies need professionals in their Marketing area, capable of successfully leading the correct combination of the three main elements offered by this Master Degree: solid marketing training and knowledge, the skills necessary to know how to respond to the current market and environment and the ability to turn the existing technologies into a competitive advantage.
The company and its environment
The participants will learn the modern concepts which the current economic activities are based on, in both the business sector and the national and international scope. This module will study which economic forces regulate the company’s activities and determine its national and international performance.
The development of this module leads to consider how the structure of an organisation must comply with its strategy, its human resources, the organisational culture and the management’s processes.
Determining marketing factors
This module studies the company’s internal determining factors that affect its marketing decisions. Students will learn to analyse the organisational, financial, productive and cost structure of companies and the determining factors of the business culture, service, marketing and corporate image
Market research and sales forecast
Market research, in its qualitative and quantitative aspects, shows how to obtain, gather and analyse information focused on reducing risks when making strategic and operational marketing decisions.
Once the SWOT matrix has been defined, and with the aid of marketing tools, students will be able to define strategies and establish the company’s aims.
The participants will get to know in detail the marketing policies that will allow them to operate on the market in order to reach the aims set out in the business strategy.
It is currently quite difficult to find a marketing field that does not include at least certain international issues. This subject is focused on the special considerations faced by companies when they commercialise their brands on a global scale.
The programme’s global point of view complies with marketing management in the information society context. To adapt the marketing function to a continuously and rapidly changing environment, the participants will become familiar with information systems and the ability to identify the critical aspects that may help to boost the company.
Personal and management skills
During the development of this subject, we will develop and enhance the management and personal skills of the participants, especially those relative to leadership, team work ability, encouragement of collaborators, organisational change management, and in general, all skills regarding the improvement of the management and the decision making process.
Sales network management
The management of people is one of the most valued functions in any organisation.
The Marketing Plan develops and implements a strategic commercial plan applied to a real company. During the development of the Plan, the team puts in common all the ideas and knowledge received throughout the programme.
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