Master en Marketing y Comunicación

/Master en Marketing y Comunicación
Master en Marketing y Comunicación 2017-04-26T13:31:18+00:00

¿CÓMO VENDER PRODUCTOS Y PROMOCIONAR TU NEGOCIO?

Marketing y comunicación son dos disciplinas que van mano a mano para la promoción de los productos o servicios de una compañía y para la consolidación y mejora de la imagen de la organización. Muchas técnicas tradicionales todavía se utilizan y muchas nuevas herramientas están creciendo en importancia en la sociedad que ha evolucionado más dependiente en las nuevas tecnologías.

Este programa estudia las diversas líneas y aplicaciones de marketing y comunicación, tanto desde un punto de vista general como particular, teniendo en cuenta la realidad presente y todo lo relacionado con una perspectiva asociada a la estrategia empresarial.

Objetivos conceptuales

  • Investigar las tendencias actuales y los pronósticos a futuro a nivel de marketing y comunicación tanto a nivel nacional como internacional
  • Analizar las disciplinas y temas: relaciones públicas, marketing online, publicidad, dirección y organización, etc
  • Aprender cómo desarrollar estrategias de marketing coherentes y planes de comunicación

Objetivos aplicados

  • Adquirir habilidades de dirección y técnicas para desenvolverse con éxito en áreas de marketing y comunicación
  • Trabajar casos prácticos para aprender estándares profesionales en el sector y mejorar aptitudes relacionadas
  • Adquirir habilidades y aprender prácticas relacionadas con el trabajo en equipo, visión internacional, práctica interdisciplinar y resolución de problemas
  • Formar parte de una red de compañeros de clase, tutores, miembros de la facultad, expertos en comunicación y marketing, etc que permitirán el desarrollo de los contactos necesarios para entrar con éxito en el sector

SEMESTRE DE OTOÑO – POSGRADO EN MARKETING

All new masters students will take this module before beginning the core courses. These serve as refresher courses for someone who has been out of school for some time or as courses which help to acquaint you with the central and essential aspects of the subjects on which you will build and diversify during the masters. The module includes the following courses:

– Finance
– Marketing
– Management
– Operations

All continuing masters students will take this module to prepare for their final thesis and defence, which are both at the end of this final semester. the module also contains a session on communication skills- the giving and receiving of feedback in particular – to support and enhance the open peer-assessment on the masters programmes.
How does a consumer make a decision to buy a product or contract a service, and just how might we understand this process? We have so much data at our fingertips, but how do we draw the correct inferences to pitch our marketing correctly, and what are the ethical considerations involved in this process?
This module helps to understand the decision making process in marketing and the environmental and market forces which affect this. Just how do we draw up a marketing plan based on solid data and what are the elements we must get right if it it to be a success?
Having a plan is no guarantee of success in marketing; how you implement each step is critical to its success. This module takes us through that process, critically appraising our options at each step and finding the right pathways and channels to make our message ring true.
Managing a brand is a skill which most people automatically assume a marketer possess, which does no justice to the complexity it represents. Marketing-driven companies need good brand management to create trusted and recognised brand, generating equity for the organisation, but just how can this be done, and what are the factors involved?
Marketing is evolving, as it absorbs know-how from other disciplines such as sociology and neurology, creating fascinating new approaches such as empathetic marketing, experiential marketing, guerilla marketing and neuromarketing. This module looks at where marketing is evolving and how we might put these practical new techniques to good use.
The Distribution process is an often complex affair, but essential in making the end product available to consumers in a way that is fast and efficient. A strong brand is great, but we need an understanding of distribution channels and the commercial networks available, to ensure that the product is in the right place at the right time when consumers want to buy.
Organising events is a competitive world. To be successful, your event needs to not only be different, it must appear different before it even takes place. It must also go smoothly, and this requires an ability to plan, market, finance, organise and execute the process seamlessly. This module is of importance to those wishing to work in hospitality, but also those in the marketing world.
Everyone knows that there are myriad opportunities for the online marketer, but how do you really get noticed and stand out from the crowd? Find out in this module what resources are available to you, and how best to use them to grow your business and your brand.
Every brand is looking for engagement, but in seeking to facilitate that sustainable relationship between a brand and its customers, many marketers end up losing track of the basics and squandering the opportunity to really connect. This module provides strategies to approach engagement with a bird’s-eye view of the principal stakeholders in the customer journey.
A community manager is on the front lines of customer engagement. As such, it is a critical role to get right. This module examines the process involved in building and sustaining meaningful engagement with your community, and how to earn their trust to build long term relationships.
The aim of this course is to help the student understand and control emotions through a system of decision-based negotiation. It teaches us how to ignore the siren call of the final result, which we can’t really control, and focus instead on the activities and behaviour that we can and must control in order to negotiate with the pros.
Total 22,5 ECTS + 7,5 ECTS for Project work

SEMESTRE DE PRIMAVERA – POSGRADO EN COMUNICACIÓN

All new masters students will take this module before beginning the core courses. These serve as refresher courses for someone who has been out of school for some time or as courses which help to acquaint you with the central and essential aspects of the subjects on which you will build and diversify during the masters. The module includes the following courses:
– Finance
– Marketing
– Management
– Operations
All continuing masters students will take this module to prepare for their final thesis and defence, which are both at the end of this final semester. the module also contains a session on communication skills- the giving and receiving of feedback in particular – to support and enhance the open peer-assessment on the masters programmes.
IHRM deals with the complex world of managing expatriate assignments, and working with systems of reward, incentive, job design, recruitment and selection across a myriad of cultural complexities; both national and organisational. This module looks at what they key issues are involved.
As culture is a complex area, this module does not seek to be all things to all people. Instead, it examines the influence of cultural factors on the organization and its management, and helps students to develop, through a reflective and interactional process, their intercultural communicative competence.
Billed by many as the most important skill in business communication, storytelling is not a new buzzword which will dissipate with the rest, but a timeless driver of change throughout human history. the truth is, many of us have forgotten how tell a good story, and without that, we fail to communicate the quintessence of our brand, our ideas and ourselves.
This module focuses on the infrastructure for communication and the way in which it can be managed strategically. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies are examined through case studies, and we will touch upon how other business functions such as budgeting and reporting come into play in an integrated communications strategy.
This module will introduce students to the main tools of marketing communications. The module aims to provide students with a critical insight into the impact of marketing communications, and how to achieve that impact within budget.
This module focuses on you and your path ahead. After reflecting on the things we really want from a career and where our passion lies, we take time to hone your personal brand both online and offline; looking at interview and networking techniques to carve out that path for yourself.
This is not a web-design module, but focuses on the interaction with the web designer. In setting up a business, we know a website is necessary, but what do we ask the designer for? A good web designer can help, but we must understand what we need the website to do, and how it complements and supports our brand. This module is extremely practical and will help business owners and entrepreneurs know what to ask for and how to deal with web developers.
Sustainability is, or should be, the guiding principle of any business which hopes to last, and contribute to the world in a positive way. This module looks at the philosophy and psychology involved in ethical decision-making, and moves on to look at consequentialist thinking writ-large: CSR and corporate citizenship, and how to communicate these core strategies in a way which fits the brand and hits the mark.
Luxury brand management is a an evolving area of marketing and communication. Is luxury still the same as rarity? Should we still assume that skimming is the default pricing strategy for prestigious brands. this module looks at the developments and challenges in managing luxury brands, what is at stake, and how the brand can be protected in an ever-changing section of the market.
This module will evaluate the strategic role of PR in both the creation and management of organisational reputation and image.It will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.
Being entrepreneurial is not limited to starting out in your own. Even a small department can push innovation from within the company with the people. But how to spot them and give them space to develop? If you aspire to be an intrapreneur, how to reconcile your instincts and your drive with the business context around you?
This module is taught by a seasoned entrepreneur and intrapreneur, who looks at a canvas tool which can help better understand the priorities and consequences which influence decision making as you embark on your startup or project, and help you see where the weaknesses are in your plan before you get started.
Disruptive products or processes can bring great success, and Innovation is possible everywhere, no matter what people tell you. This module helps us put to rest the expression “if it isn´t broken, don´t fix it”, by examining the customer journey in their interaction with real life products and brands, and identifying where innovation may be made. This approach is practical and be applied to any product or service and lead to to…who knows?
Las clases tienen lugar de dos a cuatro días a la semana en horario de tarde de 6.30pm a 9.30pm. Esto permite trabajar y estudiar al mismo tiempo.

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El master se divide en dos entradas: una en octubre y otra en marzo. Puedes empezar en cualquiera de las dos.

programmarketing

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  • Consultoría de management y marketing
  • Dirección de marketing, comercial y ventas
  • Agencias de comunicación y eventos
  • Especialista en relaciones con los medios e instituciones
  • Relaciones públicas e institucionales
  • Comunicación política y publicidad para las elecciones y campañas
  • Marketing Online y redes sociales

*Cada master equivale a 60 créditos europeos de nivel 7 del marco de calificaciones europeo. El MBA equivale a 120 créditos de nivel 7 del marco de calificaciones europeo. Los créditos son emitidos por ESEI International Business School

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