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.

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.
• Understand the Salesforce data and security model.
• 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 focuses on automating processes, managing data, and increasing business productivity. Students will learn to use the tools and techniques necessary to automate repetitive tasks, obtain relevant information from data, and improve the efficiency of business processes. Graduates of the ONLINE Master in Customer Relationship Management URJC/Salesforce will be qualified to occupy positions of responsibility in the CRM area.

Modules

The program consists of the following modules:

• Module I:
  • Marketing Fundamentals
  • Consumer Awareness Stage
  • Consumer behavior
  • Digital marketing
  • Salesforce Certified Associate
• Module II:
  • Sales techniques and strategies
  • Customer acquisition stage
  • Leadership Management
  • Negotiation and persuasion
  • SalesForce Business Analyst
• Module III:
  • E-commerce strategies
  • Conversion and customer incorporation stage
  • Customer Onboarding Best Practices
  • Contract management
  • SalesForce Administrator
• Module IV:
  • 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
  • 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 presidency (academic direction) is held by Simon P. Deffendini S. The secretary (teacher representative) is Soranib Hernández de D. The student representative will be selected once registration is completed and the course begins.

Recipients

This course 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.

Access Requirements

• 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.

Selection Criteria

In the event that the number of applications exceeds the number of places offered, a selection will be made based on the following criteria:

• 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. (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 responsible directors are Dr. Simon P. Deffendini S. and Prof. Dr. Francisco J. Blanco J. The academic secretary is Soranib Hernandez de D. The Master's Coordinator is Mr. Fernando Andrés.

Faculty

The faculty includes:

• Mr. Fernando Andrés, CEO of Cloud Coaches/Salesforce
• Dr. Simon P. Deffendini S., expert in strategic marketing, digital marketing, digital business, and CRM
• Marco Esteban Illescas, Manager at Sales Coacher Consultants
• Dr. María García de Blanes, Professor at URJC, expert in marketing, sales, operations, and business intelligence
• Mrs. Aurora Gracia García, Corporate CRM consultant with implementations
• Ms. Beatrice Hill, Corporate CRM Consultant with implementations
• Mr. Miguel Houghton Torralba, Prof. Uc3m/UCM/CIS, corporate commercial career with academic teaching
• Laura Pascual, Professor URJC, expert in Consumer Behavior, Industrial and Services Marketing, and Business Legitimacy
• Dr. Pablo Sánchez Ocaña, URJC Professor, expert in marketing, consumer behavior analysis, and CRM

Duration and Development

• Modality: Interactive
• Number of credits: 60
• Contact hours: 0
• Place of delivery: Virtual in Aula Virtua
• Opening hours:
  • Friday (Online): 17:00 PM to 21:00 PM
  • Saturday (Online): 9:00 PM to 15:00 PM
• Start date: March 2, 2026
• End date: end of November 2026

Reservation of Place and Enrollment

• Pre-registration: From February 6, 2026, to March 15, 2026
• Registration: From February 6, 2026, to March 15, 2026
• Title price: € 7,500
• Pre-registration: €500. This amount is included in the total cost of the course and will be returned if your academic request is not accepted.

Documentation to Attach, Forms, and Place of Delivery

The applicant will present all the scanned documentation in the allowed formats. The documentation required includes:

• 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