Program Overview

Master of Continuing Education in Customer Relationship Management (CRM)

The Rey Juan Carlos University (URJC) offers the Master in Customer Relationship Management (CRM) ONLINE version with certifications for Business Analyst, Administrator, and SalesCloud Consultant from Salesforce. This program focuses on the CRM business process and prepares students to work in the fields of digital marketing and customer relationship management. Salesforce, a global leader in CRM applications, is highly valued by employers across a range of industries and sectors, helping companies gain a competitive advantage and increase their profitability. In addition, the Salesforce ecosystem is expected to expand by more than 76,000 people in Spain by 2026, ensuring students' employability of over 90%. The program's main objective is to introduce students to the concept of "Cloud" and its relevance in the technological world, understand and know what Salesforce is and its functionality, and learn about automation, data mining, and productivity tools in Salesforce. The program consists of five modules, each focusing on a different aspect of CRM, including marketing fundamentals, sales techniques and strategies, e-commerce strategies, success in customer service, and building digital customer communities. The program is designed to provide students with the knowledge and skills necessary to occupy positions of responsibility in the CRM area. The program is taught in Spanish, but candidates must demonstrate a level of English equivalent to that obtained with Compulsory Secondary Education (ESO) in Spain, which corresponds to level A2 according to the Common European Framework of Reference for Languages (CEFR), or to the Cambridge Key English Test (KET), also known as Beginner level. The program is delivered online, with a total of 60 credits, and a duration of approximately 9 months. The program starts on March 2, 2026, and ends on November 30, 2026. The tuition fee for the program is 7,500, with a pre-registration fee of 500. The program is open to students with a previous university degree, and conditional access will be granted to students enrolled in a Bachelor's or Double Degree who have not yet completed a maximum of 30 ECTS credits from an official university degree in Spain or in their country of origin and whose profile matches the legally established functions in the corresponding field. The selection criteria for the program include previous experience, academic performance, diversity, letters of recommendation, and personal statement. The program is taught by a team of experienced academics and professionals, including Dr. Simon P. Deffendini S., Prof. Dr. Francisco J. Blanco J., and Mr. Fernando Andrés. The program is designed to provide students with the knowledge and skills necessary to succeed in the CRM field, and to prepare them for careers in digital marketing, sales, and customer service.

Objectives

The objectives of the Master in Customer Relationship Management URJC/Salesforce ONLINE version are:

• Introduce the student to the concept of "Cloud" and its relevance in the technological world.
• Understand and know what Salesforce is and its functionality.
• Learn about automation, data mining, and productivity tools in Salesforce.
• Familiarize yourself with the APEX, SOQL, and SOSL programming languages.
• Introduce the student to the Visualforce web development framework.
• Learn structures for carrying out batch and asynchronous processes, which allow you to meet Salesforce Governor Limits.
• Learn the fundamentals of integration with the Salesforce platform.
• Understand the different APIs for developing applications integrated with Force.com (SOAP API, REST API, Bulk API, Streaming API...).
• Provide the student with knowledge about Heroku, the Salesforce platform for building cloud applications.

Programme

The program consists of five modules:

• Module I: Marketing Fundamentals
  • Marketing Fundamentals
  • Consumer Awareness Stage
  • Consumer behavior
  • Digital marketing
  • Salesforce Certified Associate
• Module II: Sales Techniques and Strategies
  • Sales techniques and strategies
  • Customer acquisition stage
  • Leadership Management
  • Negotiation and persuasion
  • SalesForce Business Analyst
• Module III: E-commerce Strategies
  • E-commerce strategies
  • Conversion and customer incorporation stage
  • Customer Onboarding Best Practices
  • Contract management
  • SalesForce Administrator
• Module IV: Success in Customer Service
  • Success in customer service
  • Customer retention and relationship management stage
  • Listening and insight from customers
  • Customer Analytics
  • SalesForce SalesCloud Consultant (I)
• Module V: Building Digital Customer Communities
  • Building digital customer communities
  • Customer Retention and Loyalty Stage
  • Customer loyalty and referral programs
  • Strategic management of CRM
  • SalesForce SalesCloud Consultant (II)
• End of Title Project: Development of final degree work

Quality Commission

The quality commission is responsible for ensuring the quality of the program. The commission is composed of:

• Presidency (academic direction): Simon P. Deffendini S.
• Secretary (teacher representative): Soranib Hernández de D.
• Student representative: To be selected once registration is completed and the course begins.
• PAS Representative: To be designated by the head of the service.
• Representative of employer companies and society: Mr. Fernando Andrés (CEO Cloud Coachers)

Recipients

The program is aimed at students who have a previous university degree. Conditional access will be granted to students enrolled in a Bachelor's or Double Degree who have not yet completed a maximum of 30 ECTS credits from an official university degree in Spain or in their country of origin and whose profile matches the legally established functions in the corresponding field. The program is also open to students without a previous official university degree that accredits work experience in this field. In this case, they may only opt for a diploma or a university extension certificate with the same name and number of credits as this Degree, in accordance with the equivalence table included in Annex I of the Regulations.

Selection Criteria

The selection criteria for the program include:

• Previous experience: Candidates who already have experience working with Salesforce or in the CRM field may have an advantage. (30%)
• Academic performance: Grades and academic performance in related courses can be an indicator of the student's potential success in the ONLINE Master's Degree. (30%)
• Diversity: To promote diversity, preference may be given to candidates who bring a unique perspective to the program. This may include candidates from minority groups, international candidates, those with unique life experiences. (20%)
• Letters of Recommendation: References from previous professors or employers can provide valuable insight into the candidate's ability to succeed in the program. (10%)
• Personal statement: The student's motivation to take the ONLINE Master's degree and how they plan to use the degree in their future career can be an important factor. (10%)

Academic Management and Faculty

The program is taught by a team of experienced academics and professionals, including:

• Dr. Simon P. Deffendini S., Ph.D. (URJC - director)
• Prof. Dr. Francisco J. Blanco J., Ph.D. (URJC - co-director)
• Mr. Fernando Andrés (Cloud Coaches/ SalesForce)
• Dr. María García de Blanes (Professor at URJC)
• Mrs. Aurora Gracia García (Corporate CRM consultant)
• Ms. Beatrice Hill (Corporate CRM Consultant)
• Mr. Miguel Houghton Torralba (Prof. Uc3m/UCM/CIS)
• Laura Pascual (Professor URJC)
• Dr. Pablo Sánchez Ocańa (URJC Professor)

Duration and Development

The program is delivered online, with a total of 60 credits, and a duration of approximately 9 months. The program starts on March 2, 2026, and ends on November 30, 2026. The program is taught in an interactive mode, with a combination of online lectures, discussions, and practical exercises. The program is designed to provide students with the knowledge and skills necessary to succeed in the CRM field, and to prepare them for careers in digital marketing, sales, and customer service.

Reservation of Place and Enrollment

The program is open for pre-registration from February 6, 2026, to March 15, 2026. The registration period is also from February 6, 2026, to March 15, 2026. The tuition fee for the program is 7,500, with a pre-registration fee of 500. The start of the course is conditioned to the minimum number of students enrolled.

Documentation to Attach, Forms, and Place of Delivery

The applicant will present all the scanned documentation, in the formats allowed, through the link urjc/admision/276-formacion-continua#preinscripcion. The documentation that you will have to submit is:

• National Identity Document or equivalent
• University degree of the studies that give access to the requested postgraduate degree.
• Curriculum vitae
• Responsible declaration of veracity of the data provided in digital format
• Any other document required by the Academic Department of Continuing Education for acceptance. Students with foreign qualifications must submit:
• Passport or Residence Card
• Foreign Higher Education Degree (Graduate, Bachelor's Degree, Architect, Engineer, Doctor...) that gives access to continuing education studies.
• Curriculum vitae
• Responsible declaration of veracity of the data provided in digital format
• Any other document required by the Academic Department of Continuing Education for acceptance.