Program Overview

University Extension Course in Business Management and Marketing

Presentation

The University Extension Course in Business Management and Marketing is designed to equip participants with the skills and knowledge necessary to drive business growth and success. The course focuses on strategic marketing models, market analysis, and competitive advantages, with the ultimate goal of preparing a comprehensive marketing plan.

Objectives

The main objectives of the course are:

• To understand the latest strategic marketing models and their application in increasing client portfolios and sales.
• To analyze factors that enhance product and service growth, including promotional tools, market location, pricing, and distribution channels.
• To develop diagnostic capabilities and managerial skills in a changing market environment.
• To decide on effective marketing strategies based on different market situations.
• To understand consumer and customer behavior through investigative processes, reducing decision-making risks.

Programme

The course covers a wide range of topics, including:

• Business Management: Current companies, international comparisons, company culture, general policies, sectors, lifecycle, and functions of business management.
• Strategic Commercial Direction: Marketing evolution, concepts, business processes, needs, wishes, lawsuits, perceived value, planning, strategic direction, SWOT analysis, and competitive strategies.
• Market Research: Concept, process, main errors, types of research, data sources, qualitative and quantitative techniques, and statistical analysis.
• Product Policy: Purchase decision process, analysis and classification of products, perceived value, competitive forces, customer analysis, product quality, brand, positioning, lifecycle, and new product development.
• Pricing Policy: Definition, price band, general strategies, perceived value, pricing techniques, and experience curve pricing.
• Economic-Financial Management: Introduction to accounting, financial statements, patrimonial, economic, and financial analysis, diagnosis, costs, and commercial and marketing ratios.
• Promotion Policy: Commercial communication, advertising, public relations, direct marketing, and ethics in communication.
• Sales Network: Characteristic, functions, systems, optimal template, recruitment, selection, training, and supervision.
• Motivation and Leadership: Purchase decision process, behavior, motivation models, leadership theories, and management styles.
• Distribution Policy: Channels, functions, structure, advantages, drawbacks, channel segmentation, and management.
• The Business Plan: Planning process, strategy, goals, methodology, strategic analysis, and implementation.
• Marketing Audit: Decisions, management control, information systems, dashboard, marketing audit content, and criteria for analysis.
• Digital Marketing: Online marketing, social media, web design, and positioning.
• Formation of Work Teams: Groups and teams, evolution, common objectives, synergies, and techniques for creating work teams.
• International Marketing: Applicable international environment, global economic blocks, export potential, and introduction stages.

Recipients

The course is aimed at individuals with an engineering degree, bachelor's degree, diploma, or equivalent homologation, particularly those with commercial vocation or current/potential responsibility in commercial activities.

Academic Management and Faculty

The course is directed by Mrs. Alicia Blanco, with a team of experienced professors and professionals in the field of business management and marketing.

Duration and Development

The course is face-to-face with streaming broadcasts of all classes, lasting 210 hours, from October 20, 2025, to June 18, 2026.

Reservation of Place and Enrollment

Pre-registration is open from March 14 to October 17, 2025, with an enrollment deadline from October 20 to November 15, 2025. The registration fee is 700, with a monthly payment of 300 from November to June, and a title price of 3,100. There is a possibility of scholarships, and pre-registration is bonusable through the FUNDAE.

Documentation to Attach, Forms, and Place of Delivery

Applicants must submit scanned documentation, including a national identity document, curriculum vitae, and responsible declaration of veracity, through the specified link.

Quality

The course is part of the University's commitment to quality, with an internal quality assurance system, quality of degrees and centers, seals and recognitions, and teaching guides.