Masters Degree In Marketing de la Universidad Europea

TEMARIO

Syllabus

Module I. Strategic Marketing (6 ECTS credits)

Marketing within the organisation.
New trends, methodologies and tools.
Strategic planning.
Market segmentation.
Omnichannel strategy as a key factor in marketing (online and offline).
Automation of marketing campaigns and designing the customer journey.

Module II. Neuromarketing and consumer behaviour (6 ECTS credits)

Commercial and market research.
Fundamentals of neuromarketing.
Consumer behaviour: qualitative techniques.
Consumer behaviour: quantitative techniques.
Neurophysiological techniques for studying consumer behaviour.

Module III. Marketing Plan (6 ECTS credits)

Stages in the development of a marketing plan.
Research methodology.
Narrative structure of a marketing plan.
Persuasive new ways of presenting business models.
Academic regulations.

Module IV. Sales Management and Sales Techniques (6 ECTS credits)

Strategic selling.
Sales force planning.
Customer service.
Managing a sales team.
Negotiation and persuasion techniques.
Module V. Operational Marketing (6 ECTS credits)

Direct marketing.
Retail marketing.
Promotional marketing.
Attraction marketing.
Reputational marketing.

Module VI. Digital Marketing and E-Commerce (6 ECTS credits)

Social Media Marketing.
Web content management.
Search engine optimisation strategies.
Mobile marketing: App development.
E-commerce.

Module VII. Integrated Communication I (6 ECTS credits)

Strategic personal brand planning.
Branding: strategic brand management.
Internal communication.
Persuasive communication.
Creative processes and naming.

Module VIII. Integrated Communication II (6 ECTS credits)

Corporate communication.
Creativity techniques.
Communication and new technologies.
Communication strategies and creative process.
Advertising communication research.
Communication strategies: YouTubers and bloggers.

Module IX. Professional Internships (6 ECTS credits)

Professional development through in-company internships

Module X. Final Master’s Project (6 ECTS credits)

This will be the team preparation of an original project that will be publicly presented before a panel of judges in order to obtain the master's degree qualification.