Specialised Master in Marketing

The Specialised Master in Marketing gives participants "professional competitive advantage" by focusing on mastery of specific business tools and techniques, development of interpersonal competencies and acquiring a global vision of the company and its strategic position in the business environment.

Management Foundations

Finance for Managers

Participants will understand and analyze the company's or department's financial situation by using tools such as the balance sheet, profit and loss statement and cash flow analysis.

Strategic Management

To understand how a company works and how it makes decisions we must address the most basic questions in management: What does management mean? What does a manager do? How does the decision-making process work in a company?

Management Information Systems

Information technologies are studied from a strategic point or view taking into account two related yet counter opposed functions: the need to provide support for already existing activities and that of facilitating innovation inside the company.

Economy for Managers

Participants cover social, political and economic matters that affect the day to day running of the company's activities and demand key management decisions that have crucial importance to the organization.

Professional Development

Skills are developed to coordinate and to manage people in an organization and to participate in a work team. This part of the module will be carried out at the EADA Residential Training Centre in Collbató.

International Weeks

For two weeks, participants have the opportunity to choose two optional subjects. The "international week" module encompasses all EADA full-time programmes, and is an ideal opportunity to make contact with participants on other programmes.

In order to provide another perspective, EADA has invited visiting faculty from partner schools and managers with outstanding experience.

Analytical Marketing

Competitive Edge

The aim is to determine ways of identifying sources, which can really provide value to the organisation and what to do with them, eliminating superfluous elements, which prevent us from concentrating on critical aspects of a company's activity. It also determines how to behave when this competitive edge has been gained.

Environmental Analysis

Within the global framework of rapid changes, the company must be able to deal with different variables which affect its own marketing initiatives and those of competitors, as well as consumer behaviour. In order to successfully adapt to these changes or even foresee them we must study the competitive environment and implement a series of measures. In certain situations we can try to influence the environment.

Sector Analysis

This subject is oriented to the development of competencies and skills that enable us to establish a framework of analysis and anticipate possible strategies to compete in a determined sector. The most relevant characteristics determining the appeal factor of a sector will be analysed. We will look at benchmarking as more than an element of competitive analysis.

Customer Care

The participant acquires a general understanding of the philosophy of the customer care process, and applies it through a performance plan, which is adapted to the different characteristics of companies.

Product Process Coherence

Conclusions are drawn regarding the coherence required in a company when defining a competitive product and the process selection developed to do so. We also try to understand the concept of quality and its determining factors in a product.

Product Portfolio

The tools which help us make decisions regarding product or business lines will be defined. Launching, investing, maintaining or reducing investments given the available resources and the competitive position on different markets will be covered.

Strategic and Operational Marketing

Strategic Marketing

Once the marketing opportunity has been identified, we will establish marketing objectives and determine the target group, the product concept and our positioning strategy.

Product Policy

According to the processes we must carry out for the launching of a new product several elements are developed: design, packaging, branding and logo. Further factors, which are evaluated, are: the phase in the product's lifecycle, the need to balance the company's product portfolio and external factors of the market.

Price Policy

Price strategy, discounts, bonuses and rappels are determined according to the evaluation of the market and the company's internal demands.

Distribution Policy

Choosing the most appropriate channel to bring our product/service to the client depends on this vertical structure, the degree of cover it is able to provide and our own internal resources. This selection will imply a communication strategy with the appropriate channel, concrete logistics and accurate negotiation.

Sales Policy

Students learn how to draw up a sales forecast, to design, to organize and to control the sales force.

Communication Policy and Customer Services

The objectives, strategies communication mix, design and production, as well as media planning will be covered. The participant will come to understand globally the customer service philosophy and process and how to apply it through a plan of action adjusted to suit different types of company or service.

Branding

We focus on the brand's key importance as a strategic element, both as far as the organization is concerned and as regards the products which are sold under it.

Marketing Plan

This plan determines the decisions regarding a product campaign. In this subject students learn how to evaluate profitability, control and set up the marketing plan.

Complementary Courses

Product Management

The main product management activities carried out in the marketing department are analysed, as are the difficulties and specific features of this post.

International Marketing

Operations and problems in the marketing and sales administration of external markets are analysed.

Negotiation and Sales Techniques

In this module we are going to develop a sales methodology with a real focus on products and services. In addition, we will familiarise ourselves with the factors involved in the negotiation process as well as with different styles and strategies.

Business Game

On-line simulation of a market situation in which several companies managed by participants’ teams compete. Each team decision leads to a new market situation which requires yet another decision.

Final Project

The final project aims to ensure that participants learn to apply the results of their academic study to real-life management problems and solutions.