Master in Marketing and Sales Management

MANAGEMENT OF THE ORGANIZATION

Commercial and Marketing Planning in Organizations - 5 ECTS

• Detecting opportunities and strengths
• Planning based on the macro-environment
• Choice of strategic criteria
• Evaluations based on the states of nature of the business

Market Research, Information Management and Decision-Making - 5 ECTS

• Consumer behaviour
• Information for making Marketing decisions
• Designing market studies
• Quantitative analysis

Financial Impact of Strategic Decisions - 5 ECTS

• Analysis of financial statements
• Cost analysis
• Budgetary management
• Analysis of investment projects

Marketing in Digital Environments - 5 ECTS

• Online trends and strategies
• Business models
• The online consumer
• Introduction to digital tactics (SEO, SEM, social media, etc.)
• Website structure and results analysis

STRATEGIC MARKETING MANAGEMENT

Value Creation in the Company - 5 ECTS

• Marketing strategies
• The Marketing process: Customer orientation
• Developing the value proposition
• Brand construction and management

Delivering Value to the Customer - 5 ECTS

• Integrated communication in Marketing
• The 4 Cs and 6 Ms of Marketing
• Media planning
• Campaign strategies
• Key factors in internal communication
• Distribution

STRATEGIC MARKET PLANNING AND GO-TO-MARKET

Sales and Commercialization Strategies - 5 ECTS

• Strategic sales planning
• Sales policies
• Sales techniques
• Sales forecasts

Customer and Key Account Management: New Commercial Organization Models - 5 ECTS

• Definition of the internationalization strategy and plan
• Internationalization strategies and models
• Consultative selling
• The phases of selling
• Remuneration of the sales team
• Sales team management and supervision
• Key Account Management
• CRM (Customer Relationship Management)

Commercial strategies of Customer-Centric Marketing - 5 ECTS

• What does being customer-centric really mean?
• Product Marketing vs Customer Marketing
• Customer analysis and knowledge
• New customer activation
• The RFM customer segmentation model
• Customer loyalty
• Calculating customer value
• Losing and retrieving customers
• Customer-centric organizations and strategy
• Customer Experience Management
• Category Management
• Customer Equity vs Brand Equity
• New customer experience paradigms

Master’s Thesis – 15 ECTS

This is far more than just a research project required to gain a Master qualification. It is the optimal time and place to combine all your academic experience, professional ambition, personal vision and creativity. It is your opportunity to put all the knowledge and skills you have acquired into practice and work towards the goals you set yourself.