Program Overview

Master’s Degree in Marketing Management

The Master in Marketing is a practical course where you'll learn to use agile methodologies and work with the new digital marketing tools. Students will gain the knowledge they need to be able to identify business opportunities, making them an efficient and profitable reality, create strong brands through effective communication campaigns, and develop strategies for differentiation, innovation, development and growth.

Why study the Master’s Degree in Marketing Management?

• Experiential learning: You'll learn to put forward solutions to problems raised by companies. In the classroom, you’ll work in groups with agile methodologies including Design Thinking.
• Analysis and creativity: You'll become the kind of professional that companies are looking for, because you'll be able to create strategies within a 360° marketing plan, combining creative and analytical thinking. You’ll also be well-prepared to take on a sales manager role, ensuring that the company's objectives are achieved.
• Business & Tech: You'll learn to conduct market research to identify business opportunities, using complex analytical tools to predict, optimise and test results: market segmentation techniques, product positioning, CRM, Google Analytics, etc.
• Professional internships: The Master's Degree in Marketing gives you the opportunity to do your internship in a consultancy firm or agency, or in the marketing department at a major company.
• Learn from the best: Your professors have more than 10 years of experience in the marketing field, and work in companies such as BBVA, Altadis, DIA and Iberdrola.
• Networking: You'll take part in exclusive events and masterclasses that will put you in touch with the realities of the sector.

Study plan

Syllabus

• Module I. Strategic Marketing (6 ECTS credits)
• Module II. Neuromarketing and consumer behaviour (6 ECTS credits)
• Module III. Marketing Plan (6 ECTS credits)
• Module IV. Sales Management and Sales Techniques (6 ECTS credits)
• Module V. Operational Marketing (6 ECTS credits)
• Module VI. Digital Marketing and E-Commerce (6 ECTS credits)
• Module VII. Integrated Communication I (6 ECTS credits)
• Module VIII. Integrated Communication II (6 ECTS credits)
• Module IX. Professional Internships (6 ECTS credits)
• Module X. Final Master’s Project (6 ECTS credits)

Programme implementation

• Course of 2017/2018

Number of places for incoming students

• 40 places for incoming students.

Professional Internships

• Agreements are in place with companies where marketing and advertising are the main focus, for example advertising agencies, marketing agencies and media companies, as well as firms in all kinds of sectors: banking, telecommunications, fashion, the automotive industry, energy and consumer goods, in order to be able to offer internship opportunities in their marketing departments.

Key competencies

• CB6 - Possess and understand knowledge that provides a basis or opportunity for originality in the development and/or application of ideas, often in a research context.
• CB7 - Students are able to apply their acquired knowledge and problem-solving skills in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their field of study.
• CB8 - Students are able to integrate knowledge and deal with the complexity of making judgements on the basis of incomplete or unfamiliar information which, while incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgements.
• CB9 - Students are able to communicate their conclusions and the knowledge and rationale underpinning them to specialist and non-specialist audiences in a clear and concise way.
• CB10 - Students possess the learning skills that will enable them to continue studying in a way that is largely self-directed.

Employability

• This Master's Degree in Digital Marketing trains and provides graduates with the knowledge, skills and abilities to occupy positions of responsibility in the field of marketing in general, but in particular, providing specific knowledge that will enable them to hold management positions in various functions in the field of digital marketing.
• Within this context, they will be able to contribute value as professionals in companies and entities that develop their activity in the new technologies and digital environment, either by the nature of the company itself, which specialises in eCommerce and digital marketing activities, or in the areas of communication, or as marketing consultants and/or mentors in start-ups.
• Specifically, they may occupy positions such as:
  • Growth Marketing director
  • Marketing director
  • Digital Manager
  • Community manager
  • Inbound marketing Specialist
  • Social media & Content Manager
  • Digital Marketing and Communication Consultant
  • Brand/Product Manager
  • Web Analyst

Admissions

• This Master's degree is focused on students with the following applicant profile:
  • Graduates in Marketing and Advertising
  • Marketing professionals with at least 1 year of experience
  • Graduates in other areas with professional interests in the field of business and communication.
• For those graduates from other degrees or from other areas of the Faculty of Social Sciences who lack specific knowledge as regards the contents of the Master's Degree, of if applicable, relevant accredited experience, they may access the Master's Degree in Marketing both online and campus-based, but completing a mandatory additional training worth 6 ECTS credits, Introduction to Marketing, which may be taken virtually, to be undertaken prior to the start date of the Master's Degree and which is included in criterion 4.5 Additional training in this report.
• Those students who study their program in a language other than their mother tongue must have a B2 level of the Common European Framework of Reference for Languages (CEFR) to access the degree, external academic practices or other activities, so they will have to accredit the level of language with a title of said level among those accredited by the linguistic table of the CRUE.

Faculty

• Dr. Ulpiano J. Vázquez Martínez
• Dr. Fernando Moroy Hueto
• Dr. Carlos Andreu Escario
• Dra. Maria Luisa Hernández Olalla
• Dr. Jose L. González Porras
• D. Jaime Scott
• D. Antonio Tena
• D. Juan José Izquierdo Martínez
• D. Juan Manuel Alonso Melo
• D. Pablo Martín

Academic quality

• As part of its strategy, the University has an internal quality plan whose objective is to promote a culture of quality and continuous improvement, and which allows it to face future challenges with the maximum guarantee of success.
• In this way, it is committed to promoting the achievement of external recognitions and accreditations, both nationally and internationally; the measurement and analysis of results; simplification in management; and the relationship with the external regulator.

Frequently Asked Questions

What is a Master’s in Marketing?

• Is it possible to do marketing using agile, flexible and competitive methodologies? The answer is yes, and it’s called growth marketing. This is an approach based on practices adapted to the business models and the fast pace of the new digital economy.

Why study for a Master’s Degree in Marketing?

• The primary aim of a Master’s in Marketing is to ensure that students acquire the confidence, concepts, tools and ideas that will enable them to take responsibility in the area of marketing, allowing them to make informed decisions that will have a positive impact on the company.
• It will enable you to learn digital marketing strategies and techniques that will allow you to improve your skills, get to know the different offline/online tools available and be able to analyse and understand audiences, potential customers and communication spaces.
• Retraining: many professionals in the advertising, marketing, economics and sales sector require this type of advanced training to keep up to date and to understand the new trends that facilitate both on- and offline economic development of companies. Which means that it will help you to improve your CV by providing you with a higher education qualification, a Master's Degree in Marketing.

Where should I do my Master’s Degree in Marketing?

• When choosing a Master's Degree in Marketing, there are several factors to take into account:
  • The teaching staff: the choice of master’s degree is often influenced by the professional experience of the professors teaching the different subjects, as this provides an excellent opportunity to learn from the most knowledgeable people in the field.
  • The curriculum: the course syllabus for the master’s programme might include a particular specialisation of interest to the candidate, and this is another factor that should be taken into account.
  • Does it include an internship? There are master's curricula that include paid or unpaid internships in companies, while others have a job bank, although internships are not included.
  • The prestige of the institution: in many cases, you choose to do postgraduate studies so that your profile will be more widely recognised, and so are looking for the best universities.
  • Lastly, your Final Master's Project in marketing should be applicable to the real world, and should address a real need, which means it should improve a company or market segment's current situation.

Which Master’s Degree in Marketing should I choose?

• As you can see, marketing is an exciting area of specialisation, and one that offers a multitude of employment opportunities in today's world. It also offers a great opportunity for entrepreneurs who want to create their own online business and who want to learn the most important marketing strategies and techniques for selling on the internet.
• If you are passionate about marketing and advertising, if you want to create your own Internet-based business, or if you’d like to dedicate yourself to digital marketing and work in the marketing department of a large company, the Universidad Europea offers you the opportunity to access a prestigious training programme that can help you achieve your goals.