Master of Science in Marketing & Commercial Management impartido por ESERP Barcelona

University degree.

60 ECTS (European Credit Transfer System)

THE FUNDAMENTALS OF MARKETING. MARKETING PLAN.
Design & implementation of the Marketing Plan.
Main functions and tasks of the Marketing Department.
Local Marketing & Strategic Marketing.

MARKETING & BUSINESS: MARKETING FOR INDUSTRIAL & SERVICE COMPANIES.
Company type and environment.Ver más
Marketing department: structure and team.
New needs, new global marketing.

RESEARCH & MARKETING SCIENCE: MARKET RESEARCH AND NEUROMARKETING.
Identifying trends and opportunities.
Collection and treatment of information. CRM.
Consumer behaviour and psychology.

BRANDING, CRISIS MANAGEMENT AND REPUTATIONAL RISK.
Corporate brand and product. Brand image. Meanings and differentiation.
Types of business conflicts and their sources. Crisis manual.
Crisis: analysis, action plan, monitoring, and evaluation.

MANAGEMENT SKILLS. LEADERSHIP AND EMPOWERMENT. TEAM MANAGEMENT.
Leadership styles. Change Management. Coaching, emotional and social intelligence.
Empowerment and motivation. Social climate. Talent management.
Team management.

SALES NETWORK MANAGEMENT. NEGOTIATION & KEY ACCOUNT MANAGEMENT.
Sales team skills/ability/competence. Training, motivation, and reward.
Total outsourcing vs outsourcing of specific processes. Effectiveness of both methods.
Large Accounts or Special Clients. Their management and importance.

DIGITAL MARKETING & E-COMMERCE.
Creating a strategic e-Commerce Plan.
The technological structure of e-Commerce.
How to increase sales and customers in e-Commerce.
Online payment methods.
E-Commerce as an opportunity for internationalisation.
Social Media. SEO and SEM. Analysis and measurement of social networks.
Reputation.

MARKETING AND SUPPLY CHAIN MANAGEMENT.
Optimal order management.
Supply chain optimisation.
Internationalisation, outsourcing services and goods.

SALES BUDGET. PRICING POLICY. PROFITS & GROSS MARGIN.
Fixing sales targets according to the expected demand, product or service.
Sales forecasts, the overall budget and the income statement. Key aspects of the budget.
Pricing. Price as a consumption regulator. Price discrimination.

LEGAL FRAMEWORK.
Brand Protection: term and scope, renewals, optimisation and copyright protection.
Intellectual Property: legislation, procedures, defence and infringement. New technologies.
Transfer of data: legislation, protecting open data, infringements.

PRODUCTS STRATEGY AND BRAND POSITIONING: GLOBALIZATION AND DECISION MAKING.
Market Segmentation: outline, techniques, and types.
Descriptive, factor, component and cluster analysis, conjoint analysis, MISS model.
Marketing mix according to segmentation strategy, positioning and mapping.

GLOBAL MARKETING. NEW MARKETS & EXPORT SUBSIDIES.
Internationalisation of marketing in the global economy.
Rating international environments and country risk.
FTAs. Common markets. Customs unions.

MASTER FINAL WORK

(*) CURRICULUM CONTENT, ITS PROGRAMMING AND MATERIALS MAY BE MODIFIED SLIGHTLY DUE TO CHANGES IN ACADEMIC PLANNING.

(*) THE ORDER OF THE MODULES IS INDICATIVE BASED ON THE SCHEDULING OF THE MASTER’S DEGREE.


ESERP ALUMNI

After the programme, you will be part of ESERP ALUMNI: an active community with an international presence made up of more than thirty-five thousand former students.
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