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60-2016-09-20-Marca UCM Secundaria logo

Master Propio in

Marketing Management

Teaching structure


[1]​Clinical Practices: 1 ECTS for conducting or supervising clinical practices is equivalent to between 20 and 22.5 hours, indicate hours in the adjacent cell: 20.

* Total number of ECTS credits: 60

* Total hs. of teaching activities: 232

Program schedule

Module 1: Strategic Marketing

- Strategic direction
- The company and its stakeholders

- Corporate and brand strategy

- International marketing 
- Consumer Branding
- Employer branding
- Marketing Plan 
- Marketing Research
- Customer Journey
- Consumer behavior

- Marketing Simulation Practice

Specific competences of Module 1:

  • To develop students' strategic planning skills.

  • To know the main elements, vocabulary, idioms and concepts of strategic marketing.

  • To learn the principles of the realization of the Marketing Plan from a strategic perspective.

Module 2: Operational Marketing

- Financial decisions, directed to the Product and related to the Service
- Price fixing

- Distribution 

- Sales promotion
- Merchandising
- Communication
- Personal selling
- Advertising 
- Business Management 
- Negotiation

- Marketing Simulation Practice

Specific competences of Module 2:

  • To learn to develop students' operational, implementation and tactical skills on marketing mix.

  • To know and understand each of the concepts of the marketing mix.

  • To know how to program and budget the marketing mix.

  • To develop the negotiation and commercial management skills necessary in the marketing-mix operation.

Module 3: Consumer product marketing

- Design, creation and innovation
- Management of mature products

- Brand-product architecture

- Branding
- Category Management
- Consumer Marketing
- Trade management
- Customer Relationship Management (CRM)

- Marketing Simulation Practice

Specific competences of Module 3:

  • To develop the necessary skills to know how to analyze, create, design and / or position a product and / or service from the marketing philosophy.

  • To learn the main concepts related to the product, its phase of the life cycle and the construction of the brand.

  • To know how to develop a category management plan and trade management at a physical point of sale.

  • To know the principles of Relationship Marketing and its application in CRM (Customer Relationship Management).

Module 4: Services marketing

- Design, innovation and setting of commercial spaces
- Experiential marketing

- Multisensory marketing 

- Customer service protocols
- Waiting time management
- Customer satisfaction and loyalty in services
- Marketing of major service sectors

Specific competences of Module 4:

  • To know the main keys to space management, experiential marketing and multisensory marketing.

  • To develop the necessary skills for correct customer service.

  • To understand the characteristics and differences of service management in each of its major sectors.

Module 5: Digital marketing

- Digital Marketing and E-commerce
- Principles of Digital Marketing

- The new digital consumer

- E-commerce
- SEM and SEO positioning
- Interactive Advertising
- Inbound & Automation Marketing

- Mobile Marketing

- Cross-cultural management of the brand

- Social Media Marketing

- New Trends: Artificial Intelligence and Robotics

Specific competences of Module 5:

  • To know how to apply the principles of Digital Marketing.

  • To develop the necessary skills to carry out a Digital Marketing campaign.

  • To understand the potential of new technologies in the application of marketing plans.

Module 6: Marketing Intelligence

- Investment and return
- Performance indicators

- Intelligent information management and decision-making

- Big-Data
- Brand Value Measurement
- Loyalty cards and marketing intelligence
- Neuromarketing

- Marketing Simulation Practice

- Branding Personal (marca personal)

Specific competences of Module 6:

  • To know the principles of marketing intelligence, importance of the data, analytics and interpretation for the correct marketing decision making.

  • To develop a mixed marketing data analysis strategy that helps us to know the ROI and other indicators of investment efficiency.

  • To know how to apply all the acquired potential to the development of one's personal branding in order to improve employability.

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