Master Degree in Marketing

First unit

1. Conceptual Marketing.
   1. Marketing definition, function and objectives.
   2. Instruments.
   3. Market construction.
   4. Previous analyses.
   5. Marketing plan.
   6. Emerging social values and new tendencies.
   7. Corporate social responsibility.
   8. Financial tools for marketing.
2. Information system and market research.
   1. Information treatment in the marketing activity.
   2. Tools for deciding.
   3. Research process.
   4. Different kinds of research.
3. Marketing plan composition.
   1. Product policies.
   2. New products.
   3. Price policies.
   4. Fixation methods.
   5. Distribution policies.
   6. Logistics.
   7. Communication policies.
   8. Objectives and traditional and online media.
   9. Internal audience and external audience.
4. Marketing plan organisation and implementation.
   1. Ways of organising marketing activity.
   2. Placement in the organisation structure.
   3. Implementation.
   4. Control and evaluation mechanisms in traditional and online media.

Second unit of contents

1. Analytic marketing
   1. Market research.
   2. Qualitative and quantitative techniques.
   3. Internet and social networks as research tools.
2. Product control and price administration.
   1. Product strategies.
   2. Co-creation of products with the consumer and online tools.
   3. Product control.
   4. Brand control.
   5. Price control.
   6. The handling of trademarks in social networks.
3. Distribution and sales control.
   1. Distribution strategies.
   2. Distribution control.
   3. Sales strength control.
   4. E-commerce.
   5. Trade marketing.
   6. Social networks as a distribution channel.
4. Communication and promotion control.
   1. Communication strategies.
   2. Communication control.
   3. Bidirectional communication on web 2.0.
   4. Online communication tools.
5. International marketing and internationalisation.
   1. Analyses and valuation of the international environment.
   2. Competitors and competition level identification.
   3. International marketing programmes.
6. Marketing in specific environments.
   1. Marketing of services.
   2. Business to business marketing.
   3. Cause marketing.
7. Marketing simulation game.

Team simulation for the marketing decision-making, production, financing and operations using a computer program which simulates real market situations.

60 ECTS*

* European Credit Transfer System. 1 ECTS credit is equivalent to total approximate devotion of 25 hours by the participant, including classes and personal study.