Master in Marketing and Sales Management

MODULE 1MANAGEMENT OF THE ORGANIZATIONCommercial and Marketing Planning in Organizations - 5 ECTS
Detecting opportunities and strengthsPlanning based on the macro-environmentChoice of strategic criteriaEvaluations based on the states of nature of the business
Market Research, Information Management and Decision-Making - 5 ECTS
Consumer behaviourInformation for making Marketing decisionsDesigning market studiesQuantitative analysis
Financial Impact of Strategic Decisions - 5 ECTS
Analysis of financial statementsCost analysisBudgetary managementAnalysis of investment projects
Marketing in Digital Environments - 5 ECTS
Online trends and strategiesBusiness modelsThe online consumerIntroduction to digital tactics (SEO, SEM, social media, etc.)Website structure and results analysis

MODULE 2STRATEGIC MARKETING MANAGEMENTValue Creation in the Company - 5 ECTS
Marketing strategiesThe Marketing process: Customer orientationDeveloping the value propositionBrand construction and management
Delivering Value to the Customer - 5 ECTS
Integrated communication in MarketingThe 4 Cs and 6 Ms of MarketingMedia planningCampaign strategiesKey factors in internal communicationDistribution

MODULE 3STRATEGIC MARKET PLANNING AND GO-TO-MARKETSales and Commercialization Strategies - 5 ECTS
Strategic sales planningSales policiesSales techniquesSales forecasts
Customer and Key Account Management: New Commercial Organization Models - 5 ECTS
Definition of the internationalization strategy and planInternationalization strategies and modelsConsultative sellingThe phases of sellingRemuneration of the sales teamSales team management and supervisionKey Account ManagementCRM (Customer Relationship Management)
Commercial strategies of Customer-Centric Marketing - 5 ECTS
What does being customer-centric really mean?Product Marketing vs Customer MarketingCustomer analysis and knowledgeNew customer activationThe RFM customer segmentation modelCustomer loyaltyCalculating customer valueLosing and retrieving customersCustomer-centric organizations and strategyCustomer Experience ManagementCategory ManagementCustomer Equity vs Brand EquityNew customer experience paradigms

MASTER'S THESIS15 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.