The main objective we wish to achieve with our MIM programme is to train future marketing managers to able to make appropriate decisions using the methods and techniques acquired during the course.
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This Máster Programme is aimed at: Graduates, Company Directors, People who have at least three years business experience, preferably in the areas of sales and marketing.
Cl. Santaló, 36 Edif. Las Américas Barcelona Barcelona (España)
Plaza Mayor, 19 (37002) Salamanca Salamanca (España)
Av. Valdenigrales s/n Pozuelo De Alarcón 28223 Madrid (España)
Temario del curso
Descripción general Spanish corporations are currently immersed in an extremely competitive world in which we no longer talk about our national markets, we refer to them as "local markets"; continental markets are "regional markets" and international markets are becoming "global markets".
From this perspective, the commercial activity of selling products and services is becoming an increasingly complex task:
The competitive environment in which companies operate has changed dramatically over the last ten years. The new technologies are having a direct impact on our lives styles and the way companies are managed; therefore, it is of paramount importance that organisations understand and adapt to these structural changes if they want to survive in a fierce competitive environment. The main objective we wish to achieve with our MIM programme is to train future marketing managers to able to make appropriate decisions using the methods and techniques acquired during the course.
We have been offering this Máster Programme for more than twenty years and its contents are improved each year by teachers and business professionals who provide new insights to adapt the programme to the new marketing management trends.
The programme content includes key marketing management modules, as well as other modules related with other functional areas of the company as part of its strategic market orientation, providing a practical vision of the business and marketing activity of the company.
Perfil del alumno The main objective is to train future marketing managers to able to make appropriate decisions using the methods and techniques acquired during the course.
This Máster Programme is aimed at:
Graduates.
Company Directors.
People who have at least three years business experience, preferably in the areas of sales and marketing.
Metodología The methodology of the programme is highly practical. During the classes the student is provided with the theoretical knowledge necessary for being able to deal with the practical simulation exercises. These are unique and are characterised by their plausibility and also the fact that they are aimed at exercising the problem-solving skills of the student in the real Business world.
In class the student will take risks and decisions, work in teams, exercise their creative and communicative skills and finally present the results before a director. The simulation exercises oblige the student to face up to situations in which their knowledge as well as their skills for correct business management are put to the test and which, in the medium-term, are an efficient tool for the development of these skills.
In this way the student obtains solid practical training which prepares them for carrying out functions in the area of marketing management in the business world successfully. The climax to the students' training will be to develop a marketing audit and a business plan which they will have to present before a jury.
The student is assessed according to the following three criteria:
Attendance and participation in class and team exercises.
Solving of practical exercises, problems and cases andpresentation of the same.
Presentation of work before a jury: a marketing plan and audit.
Evaluación La evaluación se realiza de forma continuada durante todo el programa para asegurar la asimilación de sus contenidos. A lo largo del curso deberás superar diez evaluaciones individualmente y superar el trabajo de fin de Máster (el proyecto real de negocio) que supondrá un 30% de la nota final.
Programa
Módulo 1: Marketing and Business
Introduction to the company and marketing in an environment of market globalisation.
Módulo 2: Marketing and Business
The financial environment.
Market research and consumer behaviour.Market research and consumer behaviour.
Módulo 4: Information and Market Research Systems The Marketing Information System, structure and elements.
Files and databases.
Datawarehouse.
Information sources and data collecting techniques.
Internet as an information resource.
Data analysis.
Analysis and evolution of decision support systems.
Knowledge-based systems.
Data Mining.
Market Research.
The nature of Market Research.
Market Research Design.
General aspects of surveys and panels.
Questionnaires: samples and fieldwork. Qualitative and quantitative techniques. Presenting results.
Statistics Applied to Marketing. Regression analysis. Statistics Applied to Marketing. Módulo 5: Operational Dimension Managing Solutions.
Concept, development, launching and managing products and services.
Price and value.
Price management.
Distribution of goods and services.
Strategic approach to distribution.
Channel management: Trade Marketing.
Applied Logistics in Marketing.
Sales Communication Systems.
The communication mix.
Public relations.
Importance within the organisation. Objectives.
Corporate image.
Publicity.
Trade fairs.
Sponsorship and Endorsement.
Advertising: Objectives, planning process, media planning and briefings.
Promotions and promotional marketing.
Objectives, planning and promotion, budgets and calculating the break-even point.
Merchandising.
Direct marketing.
Customer Relationship Marketing.
E-commerce strategy.
Internet.
Electronic commerce
Módulo 6: Areas of Activity Business to Business Marketing.
Concepts and characteristics.
Business to business markets and segmentation.
Buying policies.
Business to business strategies.
Service Marketing.
Concept and main features.
Differences with consumer marketing.
Service marketing strategies.
Application of marketing principles in service companies.
The client as the producer of the service. "La Servuction".
Módulo 7: Marketing Planning and Control Concept and importance of developing a Marketing Plan. Sales forecasting techniques. Setting and monitoring objectives. The Plan of Action.
Structure of the Plan.
The company as an economic unit.
Financial statements.
The balance sheet. Assets and liabilities.
The profit and loss account.
The cost of manufactured production.
Budget Control.
Basic concepts.
Planning the annual budget.
Elaborating budgets for the sales area.
Economic deviation models in sales activities.
Módulo 8: Marketing Planning and Control Business Negotiations.
Basic concepts. Main tools and steps of the negotiations.
Types of negotiations and negotiators.
Presentation Techniques.
Speaking in public.
Preparing and structuring a presentation.
Preparing and structuring a presentation.
Visual aids.
Sales Management and Organisation.
Specifying objectives.
Choosing the sales team.
Organising the sales network.
Size of the sales team.
Allocation of sales force in different territories.
Planning sales calls.
Selecting, training and assessing the sales force.
Reward systems.
Customer Portfolio Management and customer loyalty.
Classifying the portfolio.
Strategic value.
Individual plan of action for each customer.
Portfolio management.
Módulo 9: International Marketing and International Trade The International business environment.
