Master's Degree in Marketing
UNIVERSIDAD EUROPEAMáster presencial
Villaviciosa De Odon (Madrid)
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Duración : 9 Meses
The Master's Degree 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. The master’s programme incorporates new digital content along with training in the more advanced skills that companies demand when hiring professionals and experts for their sales departments and marketing and communication areas. *Degree approved in Spanish. Pending authorisation from the Agency for Educational Quality for its delivery in English.
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Temario completo de este curso
Module I. Strategic Marketing (6 ECTS credits)
Marketing within the organisation.
New trends, methodologies and tools.
Strategic planning.
Market segmentation.
Omnichannel strategy as a key factor in marketing (online and offline).
Automation of marketing campaigns and designing the customer journey.
Module II. Neuromarketing and consumer behaviour (6 ECTS credits)
Commercial and market research.
Fundamentals of neuromarketing.
Consumer behaviour: qualitative techniques.
Consumer behaviour: quantitative techniques.
Neurophysiological techniques for studying consumer behaviour.
Module III. Marketing Plan (6 ECTS credits)
Stages in the development of a marketing plan.
Research methodology.
Narrative structure of a marketing plan.
Persuasive new ways of presenting business models.
Academic regulations.
Module IV. Sales Management and Sales Techniques (6 ECTS credits)
Strategic selling.
Sales force planning.
Customer service.
Managing a sales team.
Negotiation and persuasion techniques.
Module V. Operational Marketing (6 ECTS )
Direct marketing.
Retail marketing.
Promotional marketing.
Attraction marketing.
Reputational marketing.
Module VI. Digital Marketing and E-Commerce (6 ECTS credits)
Social Media Marketing.
Web content management.
Search engine optimisation strategies.
Mobile marketing: App development.
E-commerce.
Module VII. Integrated Communication I (6 ECTS credits)
Strategic personal brand planning.
Branding: strategic brand management.
Internal communication.
Persuasive communication.
Creative processes and naming.
Module VIII. Integrated Communication II (6 ECTS credits)
Corporate communication.
Creativity techniques.
Communication and new technologies.
Communication strategies and creative process.
Advertising communication research.
Communication strategies: youtubers and bloggers.
Module IX. Professional Internships (6 ECTS credits)
Professional development through in-company internships
Module X. Final Master’s Project (6 ECTS credits)
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