Master in Marketing Management
A unique Program to manage the international Marketing and Commercial Environment
From the global business level to local needs through implementing strategies and tactics for the customer-centric internationalization of products and services from smes and large companies facing the new complex challenges of globalization (digitization, ethics, sustainability, higher competitiveness, and new business models).
Our Master in Marketing Management is designed to give you a deep understanding of the drivers of marketing and commercial globalization, the internationalization of strategies and tactics, and how the global environment must be managed considering local needs to gain competitiveness in new complex scenarios with disruptive and innovative business models.
This results in graduates and young professionals ready to deal with the challenges of internationalizing products and services in established, emerging, or new global markets from a multicultural and multidisciplinary approach.
The program also contains activities and workshops on the latest hands-on training in marketing tools, such as PowerBI, Salesforce, Marketing & Sales simulators, and Digital Platforms for Marketing Excellence and Best Practices. It also includes a Curricular International Stay at Bocconi University in Milan for a business immersion.
Once you complete the program, you will obtain the Master Degree in Marketing Management from ESIC University.
Internationally accredited by AMBA and EFMD
- Part Time
Language
Presencial
Campus
- Madrid
- Barcelona
WHY STUDY MARKETING AND COMMERCIAL MANAGEMENT?
Because it is a unique program to manage the international Marketing and Commercial environment from the global business level to local needs through implementing strategies and tactics for the customer-centric internationalization of products and services from SMEs and large companies facing the new complex challenges of globalization (digitization, ethics, sustainability, higher competitiveness, and new business models).
INTERNATIONALIZATION
The students have the opportunity to complement the master’s degree at Bocconi University in Milan and getting access to the most prominent specialized faculty in the industry, 100% with executive positions (Consulting, CEOs, Marketing Directors…), that instil the students with the most efficient and effective best practices. It offers the chance to continue the studies with an extension program in a university/BS abroad when finishing the master’s degree, and the students may apply, in parallel, for an internship during the program getting access to a labour exchange at the end.
DOUBLE ACREDITATION
The program has a double accreditation (EFMD and AMBA) with around 75%+ international students, providing the students with strategic and operational vision for markets, customers, data, and technology in both directions, global-local and local-global, including a final project based on a group marketing plan to build the international commercialization of a product/service between two countries.
SKILLS
The students will develop a wide range of managerial skills for future leaders, such as teamwork, personal knowledge, leadership, communication, and negotiation, together with a data/fact-driven decision-making approach in the current Go-to-Market value, to maximize impacts, optimize resources, and increase growth.
Why ESIC?
At ESIC we know that doing is the best way of learning. Our programme design is based on pragmatic components like tools, workshops, real-world cases, and the deployment of licenses so that you can access the labour market with the best possible preparation. Our Master's Degree in Marketing Management approach stands out for its many advantages :
Accredited by EFMD and AMBA.
Opportunity for students to evolve professionally through an internationally recognized program in an accredited business school.
Students have the opportunity to extend their international studies through an extension program in a higher education institution abroad when finishing the program.
Master’s degree additional certificates through Curricular International Stay at SDA Bocconi School of Management and Extension Program Abroad.
Internships during the program.
Master´s Final Project realized in group, tutorized and focused on building the international commercialization of a product/service between two countries.
The largest specialized faculty in the industry, 100% with executive positions (Consulting, CEOs, Marketing Directors, etc.)
Around 75%+ international students.
Hands-on training tools and Marketing Simulator.
95% Employability.
Accredited by EFMD and AMBA.
Opportunity for students to evolve professionally through an internationally recognized program in an accredited business school.
Students have the opportunity to extend their international studies through an extension program in a higher education institution abroad when finishing the program.
Master’s degree additional certificates through Curricular International Stay at SDA Bocconi School of Management and Extension Program Abroad.
Internships during the program.
Master´s Final Project realized in group, tutorized and focused on building the international commercialization of a product/service between two countries.
The largest specialized faculty in the industry, 100% with executive positions (Consulting, CEOs, Marketing Directors, etc.)
Around 75%+ international students.
Hands-on training tools and Marketing Simulator.
95% Employability.
The program includes a one-week Curricular International Stay at Bocconi University in Milan, where you can immerse yourself in a specialized course on Professional Digital Marketing Challenge, in an international environment
Rankings
We are proud of the national and international recognition of our programs. We are even prouder of the people who make ESIC one of the best institutions in the world. The quality of the teaching staff, employees and, above all, our students’ and alumni’s desire to excel, make ESIC and our Master´s Degree in Business Administration stand out with the following recognitions:
#2
SPAIN
Based on the experience and the international perspective
#14
EUROPE
Based on the students and alumni’s opinion
#51
EUROPE
Based on the employability
#22
WORLDWIDE
Based on the students and alumni’s opinion for Latin Students.
ESIC ACCREDITATIONS
More than 55 years of history means that we have institutional agreements and collaborations that recognise our quality as a business school. These are our accreditations:
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia
STUDENT’S PROFILE, WHO IS THIS MASTER FOR?
This program is specifically designed for young professionals from Business Administration, Marketing, and Sales areas, aiming to work in an international marketing and commercial environment that includes the latest innovations and business models.
Recently graduated students or those with no marketing background are accepted according to their academic record, commitment, exposition, and candidature defense during the interview phases. These students will be warned about taking a supplementary learning preparation either before joining the program or during the courses (The program director and professors will guide these students).
Objectives Master Degree in Marketing Management from ESIC University
Understand and master core concepts and methods in the marketing discipline and their application in business practice.
Integrate, apply, and critically evaluate core concepts and marketing tools to develop innovative strategies to address current and emerging business problems, evaluate key analytical methods to solve them, and develop a holistic/cross-functional view of organizations/companies and their value-creation process.
Design effective marketing plans, function effectively within highly digitalized and global business contexts, and operate swiftly across different industries and sectors.
Critically assess marketing aspects and the teams’ performance and propose strategies for improvement, developing the skills to operate in different social and cultural environments.
Frame marketing business activities and decisions in ethical and human values and corporate social responsibility, recognizing their role in business and developing action plans demonstrating awareness of broader trends.
Communicate effectively across different settings with all marketing stakeholders, demonstrating appropriate written communication, effective presentation and interpersonal skills, and the drive to work independently or head a team.
ACADEMIC STRUCTURE
Our Master Degree in Marketing Management is designed to give you a deep understanding of the drivers of Marketing and Commercial globalization, the internationalization of strategies and tactics, and how the global environment must be managed considering local needs and vice versa to gain competitiveness in new complex scenarios with disruptive and innovative business models. This results in graduates and young professionals ready to deal with the challenges of internationalizing products and services in established, emerging, or new global markets from a multicultural and multidisciplinary approach.
The program focuses all its activities and workshops on the latest hands-on training in marketing tools, such as PowerBI, Salesforce, Marketing & Sales simulator, and Digital Platforms for Marketing Excellence and Best Prac
This module offers an in-depth look at the strategic planning and ethical frameworks essential for responsible business management. It examines the impact of digital technology on corporate operations and stresses the importance of financial knowledge for managerial decision-making within the evolving landscape of modern business.
- Business strategy
- Business ethics & sustainability
- Digital Transformation
- Finance for Management
The module delves into understanding market dynamics, fostering creativity for innovative solutions, crafting strategic marketing approaches, and developing strong brand identities. It equips students with the tools to analyze consumer behavior, encourages novel thinking, aligns marketing with business goals, and focuses on building memorable brands.
- Market Research
- Innovation
- Strategic Marketing
- Branding
The module enhances analytical and reflective skills, leadership communication, persuasive negotiation abilities, and the art of impactful storytelling and presentations. It aims to develop sharp reasoning, effective leadership dialogue, strategic deal-making, and compelling narrative delivery.
- Critical Thinking
- Communication & Leadership
- Negotiation
- Storytelling and Presentation techniques
The module encompasses strategic development of marketing and sales initiatives, practical application through business simulations, management of global operations, and the oversight of commercial activities. It aims to integrate strategic sales planning with hands-on practice, broaden operational perspectives to a global scale, and refine the management of a business's commercial functions.
- Marketing and Sales Planning
- Business Simulation
- International Operations
- Commercial Management
The module focuses on crafting strategies for product positioning and pricing, creating effective communication and promotional plans, leveraging digital channels for inbound marketing, and integrating a seamless omnichannel approach for customer interactions. It aims to balance product value and cost, ensure message consistency across mediums, attract customers through digital content, and provide a unified brand experience across all platforms.
- Product & Pricing Strategy
- Communication Strategy & Promotion
- Inbound & Digital Marketing
- Omnichannel
The module targets the development of strategies to maintain strong customer relationships and deliver exceptional customer experiences, aiming to build loyalty and enhance satisfaction through focused relationship management and customer-centric experience design.
- Customer Relationship Management
- Customer Experience Management
An intensive week of immersion in the heart of Milan, at the prestigious Bocconi University, where the future of digital marketing becomes your present. An academic-professional experience designed for emerging marketers and visionaries looking to catapult their careers to new heights on the global stage. A stay that will enhance your understanding of digital marketing, complement your practical and analytical skills and expand your professional network. It is an experience designed to provide students with digital marketing elements of consistency, from theory to practical application, preparing them to face real challenges in the digital marketing world and solving a specific digital marketing challenge at the end of their stay.
*Academic Structure subject to change. All programs are FACE-TO-FACE but Business Reality Webinars may be held outside of class hours.
PRACTICAL ACTIVITIES
WORKSHOPS
- Win-to-Win Simulator: a decision-making Marketing Simulator with up to 250 variables
- Project Management: practical implementation/usage of Project Management Software
- Startup creation: the entrepreneurial journey and critical elements to create a startup
- Power BI: a practical approach for one of the more frequent marketing tools
- Market Research tools: as an extension of the Marketing Research tools to implement different methodologies.
OKR Methodology: a practical tool to drive alignment, performance, and results in growth high-performance, engaging everyone at the company around measurable goals. - Key Account Management: practical approach of building long-term relationships with a company's most important customers to ensure their needs are met, fostering loyalty and driving business growth.
- Marketing Automation: how technology enables companies to carry out marketing activities automatically.
- E-commerce: the key elements for practically implementing this channel within your marketing plan.
GROUP CASE STUDIES
You will have two different assessments throughout the program, Individual and Group assessments. Beyond this, some Courses will have a joint evaluation where the Courses involved will share the same Life case, context, and relevant data for you to sort out the complexity of the scenario, analyze the critical elements for every Course in the joint challenge, providing effective and efficient solutions and proposing a final set of recommendations according to the corresponding questions associated to every single Course evaluated jointly.
Eventually, you will have 4 Groups Assessments (see below) apart from the Final Master Project (Group Marketing plan).
Courses per real case study:
- Group case 1: Business Strategy, Business Ethics & Sustainability, Digital Transformation, and Finance for Management
- Group Case 2: Innovation, Strategic Marketing, and Branding
- Group Case 3: Communication Strategy & Promotion, Inbound & Digital Marketing, and Omnichannel
- Group Case 4: Customer Relationship Management and Customer Experience Management
- Group Final Project: it will consist of a Group Marketing Plan to launch a new product or service from one country to another (both countries cannot belong to the EU)
At the end of each course, students will work on the part of the Case that corresponds to that course. Finally, the complete work will be presented in an executive way before a panel of experts assesses the entire Life case and gives practical feedback to the Group.
Life cases are real cases presented by experts in the case sector, with a real common briefing for all the courses that make up the group assessment. That briefing will be introduced by the professors involved in that assessment, who teach the corresponding courses of that Life case, having the students take between 3 and 6 weeks to execute it, depending on the length of the courses.
The assessment will consist of the following Academic and Executive aspects:
- Theory and understanding
- Analysis and Evaluation
- Conclusions and Recommendations
- Style and Structure
- Communication and Professional presentation skills
TEACHING METHOD
TRANSFORMATIVE LEARNING BY ESIC
TRANSFORMATIVE LEARNING BY ESIC
It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally. On your journey of personal transformation, you will interact with five pillars of support, which will underpin your learning experience:
- Business reality, brought into the classroom through case studies and practical activities.
- The Soft Skills that are fundamental for your personal and professional development.
- An expert teaching and business faculty.
- A heterogeneous community of national and international students.
- All the different areas and services that ESIC puts at your disposal.
The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the centre of the learning process and guides you towards academic excellence. The aim is for you to acquire skills through the practical application of knowledge and tools.
The resources you will have at your disposal are:
- Asynchronous support materials, videos, readings, etc.
- Self-assessment.
- Tutored application and feedback.
- Practical and experiential activities.
- Assessment system that combines demonstration of individual and group achievements.
- Tutored final project.
Employability
98%
of our students are working in the sector one year after completing the program.
+3.700
internship offers generated through our professional development unit.
+2.200
job offers processed by our UDP.
CAREER OPPORTUNITIES
A wide range of positions applies to those taking the MMM within the Marketing and Commercial fields, including agencies and consulting firms in any sector. It is subject to the entry profile and career development plan: KAM, Product Manager, Brand Manager, Trade Marketing Manager, Sales Manager, Customer Experience Manager, Business Development Manager, and executive positions like BDD, Marketing Director, CCO, CMO…
Competences acquired during the program:
- Strategic and operational vision for Markets, Customers, Data, and Technology in both directions, global-local and local-global.
- Teamwork and personal knowledge.
- Marketing and Sales plan development.
- Marketing and Sales tools, including digital elements.
- Data/Fact-driven decision-making in the current Go-to-Market.
- Value creation analysis to Maximize impacts, Optimize Resources, and Increase Growth.
- Managerial skills for leadership, communication, and negotiation.
WHERE DO OUR STUDENTS WORK?
UDP – PROFESSIONAL DEVELOPMENT UNIT
ESIC's Professional Development Unit is made up of a team of professionals dedicated to promoting your professional career, whether you are studying in the classroom or as an Alumni. You can count on the UDP if you need to enter the world of work, as they have their own employment site, although they also collaborate with international sites, fairs and career events.
With almost 4,000 work placement offers and more than 2,000 job offers, the UDP has an overall employability rate of 95% for students in the Marketing and Sales area and 100% in the communication area, among others.
INTERNSHIP AND COLLABORATING COMPANIES
In the master's degree program, you will be in constant contact with working professionals from pioneering companies, either through workshops or interventions in the program. In addition, if you are looking to complete your training with internships, ESIC offers the possibility of contacting top companies in the sector. Among them we highlight:
MARKETING PLAYLIST EVENT
The professional day to the rhythm of great marketing hits.
Every game has its rules and those of Marketing are constantly reinvented to adapt to a new consumer and lifestyle. MARKETING PLAYlist is a free, fast, flex and fun event that will show you what marketing is like today and tomorrow. An event that you cannot miss if you work in this sector and want to score another point on your scoreboard.
In our 2024 edition we have companies such as Idealista, Youtube or Fever, we are giving away third-generation iPods and we are listening to inspiring talks and impressive success stories to learn about the latest trends in the world of time-to-market strategies.
Today's marketing is Free, Fast, Flex & Fun.
Curricular International Stay
“Bocconi University"
You will participate in a Curricular International Stay, which consists of an intensive one-week immersion in the heart of Milan at the prestigious Bocconi University. Here, the future of digital marketing becomes your present. This academic-professional experience will enhance your understanding of digital marketing, complement your practical and analytical skills, and expand your professional network.
It’s an experience designed to provide you with consistent elements of digital marketing, from theory to practical application, preparing you to tackle real-world challenges in the digital marketing arena. At the end of your stay, you’ll engage in solving a specific digital challenge. Bocconi University and Milan await you to embark on this transformative journey.
*In the unlikely event that this destination is unavailable due to circumstances beyond our control, we will make every effort to offer a suitable alternative. Spaces are subject to availability. The Curricular International Stay program is conducted entirely in English. Additional fees apply. The program price does not include flights, accommodation, transfers, visa fees, and any personal expense.
CAMPUS and PRICES
Master's Degree in Marketing Management in Madrid
Our Master’s Degree in Marketing Management in Madrid is taught at ESIC Business & Marketing School campus. Our campus in Madrid was inaugurated in 2021 and has 36 classrooms, an auditorium for 300 people, 16 work rooms, 5 meeting points, gym, a mindfulness room, cafeteria and much more. Our classrooms are full of students from our master's and postgraduate programs specializing in marketing, management, and technology. The campus is the place to network, work on your ideas and learn. But, above all, it is the perfect place to live the present and build the future.
Campus in Madrid
Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid
View on Google Maps
Master's Degree in Marketing Management in Barcelona
Our Master’s Degree in Marketing in Barcelona is taught at ESIC Business & Marketing School campus in Barcelona. Our campus offers master's and postgraduate courses specialising in management, marketing, digital business, technology, international business and communication and advertising. Every year, ESIC Barcelona welcomes more than 700 national and international students who want to become the best version of themselves professionally.
Campus in Barcelona
Passeig de Santa Eulàlia, 2 | 08017 Gervasi
View on Google Maps
ADMISSION PROCESS
We accompany you throughout the whole process, guiding and advising you so that you choose the best option for your professional career. These are the steps to follow:
1 APPLICATION
- You request information through our form.
- An advisor will contact you in the following 24-48 hours.
- You have a first contact call and a consultancy meeting is convened for questions and doubts.
- You have a second call where all your doubts are solved, and you are guided in everything you need.
2 DOCUMENTATION
- If the programme meets your needs, you proceed to apply.
- Prepare the necessary documentation (such as university degree or certificates).
- Conduct a personal and professional essay.
- You hand in all documentation.
3 INTERVIEW
- Once the documentation is approved, you are scheduled for an interview with the program director.
- At this interview, you will be able to discuss any specifics you want to know about the program, as well as any questions you may have.
4 ENROLMENT
- After the interview, your advisor will contact you within 24-48 hours to notify you if you have been accepted into the program.
- Once you have been accepted, you have about 5 days to formalise your enrolment.
- Once the enrolment is complete, you will be given all your access (virtual classroom, e-mail...).
- Of course, our last step is always to congratulate you and to wish you the best for your studies.
SCHOLARSHIPS AND STUDY GRANTS
We do not want economic issues to be an obstacle for you to reach your objectives and ensure a training with a future. Therefore, we present you with a wide range of possibilities that will help you in this sense, both the Scholarship Plan that we have developed at ESIC, as well as those that are available to you from different public and private organisations. The scholarships and grants available are as follows:
- • In-house scholarships
- • National scholarships
- • International scholarships
- • Mobility grants for international internships
- • Insurance and financial aid
FINANCING
ESIC has financing agreements with certain banks with preferential conditions for students enrolled in any of the school's programs. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your degree.
If you live outside one of the cities where ESIC has a campus and you are looking for accommodation, we recommend a series of companies and residences dedicated to student accommodation. Find the one that best suits your needs.
More information
ESIC has partnered with the Flywire platform to accept payments from foreign students from all over the world. You can pay easily and securely in your own currency, using local payment methods from the safety and comfort of your own home. You will have real-time monitoring and multilingual support around the clock.
More informationFREQUENTLY ASKED QUESTIONS
Study grants will be communicated to you during the selection process. Our grants are adapted to each profile and date of enrolment. In addition, you can find out about the grants that ESIC offers as well as those offered by other public and private organisations.
Yes, there is a percentage of compulsory attendance in the face-to-face masters. However, you may have a small percentage of unjustified absences.
ESIC AGENDA
-
Másteres¿Cuándo?23 de Enero del 2025 | de aDónde Campus ESIC, Avenida de Juan XXIII, Pozuelo de Alarcón
-
Másteres
Más Allá del Lujo: Tendencias y Visión en el evento Luxury Business Summit
¿Cuándo?30 de Enero del 2025 | de aDónde Campus ESIC, Avenida de Juan XXIII, Pozuelo de Alarcón -
Taller¿Cuándo?21 de Marzo del 2025 | de aDónde ESIC-Club de Marketing de Navarra
OTHER PROGRAMS THAT MAY INTEREST YOU
EXECUTIVE MASTER BUSINESS ADMINISTRATION (EMBA)
This program prepares future business managers to maximize the economic and social value of the companies and communities.
More informationMASTER IN DIGITAL MARKETING (ENGLISH VERSION)
The MDM is an innovative program that is studied 100% in English so that you can strengthen your professional career with an international perspective.
More informationINTERNATIONAL MBA (IMBA)
The IMBA is an innovative, unique and internationally recognized program, designed to train directors with an international perspective.
More information