Program Overview

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Master of Science in Marketing

The Master of Science in Marketing is a program oriented towards an international audience, providing a comprehensive understanding of the important processes involved in creating, communicating, and delivering value to customers, while strengthening the ability to face and resolve complex challenges in an increasingly globalized marketing environment.

Program Overview

• The program offers an analytical approach to marketing, providing students with the technical and creative skills necessary to understand how to satisfy customer needs from a strategic, managerial, and empirical perspective.
• Students will learn to use practical and theoretical tools to choose markets, anticipate and identify consumer needs, and plan an innovative marketing management strategy.
• The program is focused on practice and internationally oriented, including the possibility of curricular internships and allowing students to choose elective courses according to their career plans.

Why Choose This Program

1. Learn from the Best: Students will learn from the professorship of the Department of Economics and Business at UPF, from UPF-BSM, and from leading professionals with experience in marketing departments of various companies, who will share skills such as business creativity, leadership, and teamwork collaboration.
2. Practical Approach to Marketing: Students will acquire knowledge to integrate consumer analysis with industry analysis, using the most updated analysis tools to make decisions about the different elements of brand strategy and marketing mix.
3. Strategic Thinking: Students will master and apply the latest cutting-edge tools and techniques used in marketing management, trend research, and analytics to define and plan a marketing management strategy.
4. International Recognition: The MSc in Marketing is positioned in the QS Business Masters Ranking 2023 as one of the top 4 marketing masters in Spain, highlighting the program's research leadership, classroom diversity, and return on investment for students.
5. Unique International Experience with QTEM: Students can expand their master's degree with the QTEM Program, a unique opportunity to study abroad at more than 20 top international academic partners in the fields of management, economics, and finance.
6. Boost Your Professional Career: The master's program offers the possibility of curricular internships, providing relevant work experience in fields such as brand consulting, communication management, digital marketing, and marketing research, among others.

Target Audience

The MSc in Marketing is aimed at recent university graduates and young professionals with solid analytical and quantitative skills, preferably with previous studies in economics, statistics, communication, and business administration. Other degrees are only accepted if the candidate has at least two years of professional experience related to marketing.

Admissions and Enrollment

• The program is taught in English.
• The duration is 10 months, with 60 ECTS credits.
• The tuition fee is 18,500 €.
• Classes take place in the afternoons.

Accreditation

• The UPF Barcelona School of Management is the management school of the Universitat Pompeu Fabra, the 1st Ibero-American university and the 16th university in the world, among those under 50 years old, according to the Times Higher Education ranking.
• The UPF Barcelona School of Management has the EQUIS accreditation, the most prestigious institutional recognition for business schools globally, placing it among the elite of business schools.
• The MSc in Marketing is among the best marketing masters in the world, according to the QS Business Masters Ranking 2025.
• The program is an official master's degree with academic recognition from the Ministry of Education of the Government of Spain.

Curriculum

The MSc in Marketing consists of 4 basic modules distributed over three trimesters: strategic marketing planning, consumer insights: market research, brand management, and communication management. During the third trimestre, students can choose elective courses. Students will also prepare and present their master's thesis, supervised by a member of the faculty specializing in the area throughout the year.

Complementary Activities

The Master of Science in Marketing also includes the possibility of participating in practical and personal and professional growth activities, such as:

• QTEM Program: An optional and free experience to study abroad at more than 20 top international academic partners.
• Brush-up Courses: Preparatory courses covering business topics, analytical tools, economics, and environmental issues, designed for students who need to refresh their knowledge before starting the program.
• Spanish Course: 80% discount during the first trimester for the basic level of Spanish.
• Career Development Program: Sessions and workshops for professional development, providing students with specific training to improve their professional profile, approach potential employers, and develop soft skills.

Faculty

The MSc in Marketing is formed by professors from the Department of Economics and Business at UPF and from UPF-BSM, as well as participating professionals and experts from various sectors who share their experience and professional expertise.

Methodology

The MSc in Marketing is a face-to-face program that combines diverse teaching methodologies in its different courses to offer a rigorous, practical, and interactive learning experience, involving individual and group work.

1. Seminars and Classes: Seminars offer students the opportunity to share ideas and experiences, as well as debate different points of view.
2. Case Studies: Case studies provide the foundation for the application of models and techniques to produce insights.
3. Group Activities: Classes are mostly interactive and include continuous assessment.
4. Simulations: Simulations offer an opportunity to practice these models and techniques.
5. Written Exams: Academic performance is regularly evaluated through written exams and course work.

Evaluation

The evaluation criteria for each course will be explained at the beginning of the trimester. The evaluation system may vary depending on the course but will be based on a selection of the following activities:

• Written exams and multiple-choice tests
• Oral presentations
• Individual work and exercises
• Group projects
• Class participation and interventions in debates

Tools

The project-oriented learning and the combination of master classes and active methodologies such as case study, flipped learning, problem-solving, and professional simulations allow connecting theory and practice, acquiring advanced competencies, and achieving transferable learning to the workplace. Students will have access to:

• Treball de Final de Màster (TFM) or Postgrau (TFP): To learn by doing
• Mentor: A personal mentor for the follow-up of the final project
• Digital Resources: For achieving transversal competencies
• Interdisciplinary Activities and Workshops

Professional Outcomes

The MSc in Marketing is aimed at recent graduates and young professionals with solid analytical and quantitative skills who want to acquire an analytical approach to marketing. Upon graduation, students can work and develop marketing strategies in all types of companies.

Student Profile

Each year, the program welcomes students from around the world, mainly from analytical or communication backgrounds, to study in Barcelona: a vibrant, dynamic, and international city. Students integrate into an international and multicultural environment that provides them with the first step to work, communicate, and negotiate at a global level.

• Average age: 24
• International students: 87%
• Previous studies in Business/Economics: 40%
• Previous studies in Social Sciences: 33%
• Previous studies in Humanities: 13%

Professional Opportunities

The MSc in Marketing includes the possibility of curricular internships as an essential element of the study plan. The Career Services of UPF-BSM will provide resources and assistance to accompany students in the search for internships and professional opportunities.

• Brand management
• Digital marketing
• Internet and Social Media
• Market research
• Marketing consulting
• Commercialization departments in any sector

Double Degree

The Master of Science in Marketing at UPF Barcelona School of Management offers the option of a double degree with EBS Business School (Germany):

• MSc in Automotive Management
• MSc in Finance
• MSc in Real Estate
• MSc in Management