Master in Marketing Management

The Master in Marketing Management aims to help people who manage or are going to manage the marketing area in a company to focus on the different functions involved in this area with intellectual rigour and strategic imagination. It also aims to promote the search for practical, efficient and innovative solutions.

Management skills.

It focuses on critical factors for the proper functioning of the programme and also puts an emphasis on the skills you will need to have as a manager in order to carry out your function inside the organisation. You will develop these skills implicitly throughout the course of the programme. Special emphasis will be given to managing meetings and competence analysis required for developing the typical responsibilities of a manager in the area of marketing. This module is carried out at the EADA Residential Training Centre in Collbató.

Finance.

The aim here is to show you how to interpret basic accounting statements and to use certain financial tools to assess investments. You will also be familiarised with specific ways of measuring the profitability of actions that have been undertaken and with the potential financial consequences of operational decisions, always from the point of view of the manager who is not specialised in the economic-financial area but who nevertheless needs to grasp the economic principles and repercussions of specific decisions.

Competitive analysis.

This subject is geared to developing competencies and skills which will enable us to set up an analysis framework and anticipate possible strategies for competing effectively in a specific sector. You will be looking at the key characteristics that make a particular sector attractive and interpret the various strategies of different competitors and their implications for a company that competes in the same sector.

Analysis of the product portfolio.

It outlines certain techniques which will help you in taking decisions concerning the business or product lines. To launch, invest, maintain or disinvest depending on your available resources, their sources and the company's competitive position in the different markets it operates in.

Product-process coherence

In this module we will be drawing up conclusions about the coherence that a company must have when it comes to defining the product it wishes to compete with and how it needs to select the process it must introduce in order to do so. We shall also take an in depth look at the quality concept and factors that determine the quality of a product.

Consumer analysis

We will develop essential analytical processes for determining the purchasing criteria and processes of the different segments that make up our potential market.

Market Research.

A presentation of key market research methodologies and techniques, as well as of the main periodical studies that are published in our country. This will be followed by recommendations and guidelines on how to commission and interpret a market research study.

Identifying factors of competitive advantage.

We will be looking at how to identify and use the sources that can bring added value to our organisation and eliminate superfluous elements that prevent us from focusing on the critical aspects of our activity. Furthermore, we will set down different courses of action in accordance with the company's competitive position.

Strategic decisions concerning the plan.

The ultimate aim here is to acquire expertise around how to define and take action on the following concepts: business opportunities, identifying the yes customer, accepted product concept, positioning and setting down objectives.

Markstrat

We will use a computer simulation to take strategic and operational decisions in an environment of free competition. We will then be able to see the results of our decisions in a virtual market where we are competing along with other companies. A simulated market environment where the decisions and results are real.

Information Systems

The aim is to better understand what IS's are and what they are being used for inside companies, what are the main problem areas that need to be dealt with and in what ways they can help us to achieve our Marketing strategy.

Customer decisions (Customer Intelligence)

We will look at how to implement marketing strategy based on customer and market intelligence. This area of knowledge is extremely useful in an era where differential customer portfolio management plays such a prominent role.

Product decisions.

We will focus on the key areas related to product policy decisions and will be looking at the product life cycle, branding policy, packaging as well as the product range policy.

Pricing decisions

We will design different pricing strategies applied to different market situations and different product types.

Decisions concerning distribution channels.

We will be looking at the role that distribution channels play in achieving company objectives and go on to design an action strategy.

Retail Marketing.

The prominent and growing protagonism of point of sale management has prompted us to set up a specific module focusing on the latest trends and to consider the key decisions that need to be taken for their optimal management.

Decisions concerning the sales network.

We will place emphasis on sales planning and designing action policies for sales networks as crucial factors for launching the company on the market.

Communication decisions.

We will identify the best communication approach and design a media plan aimed at increasing the company's notoriety and promoting its products and/or services on the market.

The marketing plan.

We will look at how to assess the profitability of the Marketing Plan, establish a timing schedule and set up control measures to ensure that it is properly carried out.

Defending the marketing plan.

In the last residential module participants will be asked to present the Marketing Plan they have developed during the course of the programme and defend it before a panel.