Master in Marketing and Communication 2018-07-17T15:57:47+00:00
13 spots available for October 2018

Forge your own path in marketing and communications strategy

with a master’s degree that sets you apart

ESEI’s Master in Marketing and Communication is a versatile and well-respected qualification accredited by the Universidad Católica de Murcia (UCAM) that prepares you for a career in a number of professions, including public relations, digital marketing, event management and other related fields.

Join the programme and take the next step in your professional life. Become an expert in global marketing trends, and learn how to develop effective marketing strategies and communication plans.

icon accreditation

Accredited by
UCAM



60
ECTS


100% in
English


Full time
Evening classes
18:30 – 21:30


October / February
Intakes


Tuition
8.800€

<div class="post-content"> <h2 class="card-details" style="text-align: center;" data-fontsize="35" data-lineheight="30">Applied Objectives</h2> <ul style="list-style-type: square;"> <li>To acquire the management skills, abilities and techniques necessary to develop successfully in the areas of marketing and communication</li> <li>To work with case studies in order to learn about the professional standards in the sector and to improve related aptitudes</li> <li>To acquire skills and learn proper practices related to teamwork, international vision, interdisciplinary practice and problem solving</li> <li>To become a member of a network of classmates, tutors, faculty members, experts in business communication and marketing etc which will allow the development of the contacts necessary to enter and succeed in the sector</li> </ul> <h2 class="card-details" style="text-align: center;" data-fontsize="35" data-lineheight="30">Conceptual Objectives</h2> <ul style="list-style-type: square;"> <li>To investigate current trends and future marketing and communication forecasts in national and international environments</li> <li>To analyse the following disciplines and topics: public relations, online marketing, advertising, event management, etc</li> <li>To learn how to develop comprehensive marketing strategies and communication plans</li> </ul> </div>

<div class="post-content"> <h2 class="card-details" style="text-align: center;" data-fontsize="35" data-lineheight="30">Professional development pathways</h2> <p style="text-align: left;">ESEI graduates go on to lead a great variety of successful careers, from professional skateboarders to company CEO´s.<br> Here are the most typical career paths which follow on from a masters in Marketing and Communication:</p> <ul> <li style="text-align: left;">Consulting and management of marketing</li> <li style="text-align: left;">Commercial and sales management</li> <li style="text-align: left;">Communication and events agencies</li> <li style="text-align: left;">Media relations specialist in businesses (spokesperson) and institutions (press secretary)</li> <li style="text-align: left;">Public and institutional relations</li> <li style="text-align: left;">Political communication and election campaign publicity</li> <li style="text-align: left;">Online marketing and social networks</li> </ul> </div>

<div class="post-content"> <h2 style="text-align: center;" class="card-details" data-fontsize="35" data-lineheight="30">FALL SEMESTER &ndash; POSTGRADUATE IN MARKETING</h2> <p><style type="text/css" scoped="scoped"> }</style></p><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-1"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-1" data-target="#6d571f3cf497649e3" href="#6d571f3cf497649e3"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Management immersion module</div></a></h4></div><div id="6d571f3cf497649e3" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <p>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:</p> <ul> <li>Principles of finance</li> <li>Principles of marketing</li> <li>Principles of management</li> <li>Principles of operations</li> </ul> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-2"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-2" data-target="#142558520eafd8805" href="#142558520eafd8805"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Professional skills module</div></a></h4></div><div id="142558520eafd8805" class="panel-collapse collapse "><div class="panel-body toggle-content">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 &ndash; to support and enhance the open peer-assessment on the masters programmes.<p></p> <ul> <li>Communication Skills</li> <li>Professional Development</li> </ul> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-3"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-3" data-target="#74ae156c08c46fe44" href="#74ae156c08c46fe44"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Strategic marketing</div></a></h4></div><div id="74ae156c08c46fe44" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Market research</li> <li>Consumer Behaviour</li> </ul> <ul> <li>Formulating a marketing plan</li> <li>Implementing a marketing plan</li> <li>Distribution and commercial network</li> </ul> <p>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.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-4"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-4" data-target="#b9e8046f06ed50598" href="#b9e8046f06ed50598"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Branding and innovation</div></a></h4></div><div id="b9e8046f06ed50598" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Brand Management</li> </ul> <p>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?</p> <ul> <li>Innovation in Marketing</li> </ul> <p>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.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-5"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-5" data-target="#1925beebb043e9547" href="#1925beebb043e9547"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Events and information management</div></a></h4></div><div id="1925beebb043e9547" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>MICE</li> </ul> <p>MICE is a competitive arena. 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.</p> <ul> <li>Customer relationship management</li> </ul> <p>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</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-6"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-6" data-target="#80956bf4c700d1627" href="#80956bf4c700d1627"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Professional communication skills</div></a></h4></div><div id="80956bf4c700d1627" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Negotiation Skills</li> </ul> <p>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.</p> <ul> <li>Presentation Skills</li> <li>Conflict Resolution</li> </ul> <p>The module aims to introduce current thinking and practice in the field of conflict resolution, conflict management and conflict transformation, including conflict prevention and peace-building. Can conflicts be prevented, and how are they brought to an end? Is it possible to deal with the root causes of conflict?</p> <p></p></div></div></div><br> <strong>Total 22,5 ECTS + 7,5 ECTS for Project work </strong><p></p> <h2 style="text-align: center;" class="card-details" data-fontsize="35" data-lineheight="30">SPRING SEMESTER- POSTGRADUATE IN COMMUNICATION</h2> <p><style type="text/css" scoped="scoped"> }</style></p><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-6"></div></div><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-7" data-target="#1cdeb29904899b109" href="#1cdeb29904899b109"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">International Business Management</div></a></h4></div><div id="1cdeb29904899b109" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>International Human Resources Management</li> </ul> <p>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.</p> <ul> <li>Cross cultural management</li> </ul> <p>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.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-8"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-8" data-target="#a9f0cc6db9c249463" href="#a9f0cc6db9c249463"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Strategic Communication management</div></a></h4></div><div id="a9f0cc6db9c249463" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Strategic communications management</li> </ul> <p>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.</p> <ul> <li>Crisis management communication</li> </ul> <p>From Johnson &amp; Johnson´s Tylenol case in the 80´s to BP´s Deepwater Horizon, crisis can strike at any moment and threaten the very existence of a company. The best plan in the world will have little effect if it is not well communicated; both internally and externally. This module examines the critical success factors in crisis management communication.</p> <ul> <li>Budgeting and controlling</li> </ul> <p>This module looks at budget forecasting and detailed financial analysis for effective budget management.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-9"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-9" data-target="#fb445f7c17a5c6f36" href="#fb445f7c17a5c6f36"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Digital business</div></a></h4></div><div id="fb445f7c17a5c6f36" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Setting up a website &ndash; the end user experience</li> </ul> <p>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.</p> <ul> <li>SEM and SEO</li> </ul> <p>This is not a course for webmasters, but rather for those who need to understand how to create content for their site and associated social media platforms in a way which will get them noticed by search engines, and increase their visibility. As we better understand SEM &amp; SEO and social media within the overall framework of digital business applications, we can focus more on inbound marketing, and gather valuable granular data about our customers</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-10"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-10" data-target="#b8f9948c4eb976443" href="#b8f9948c4eb976443"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">PR, social Media and Brand communication</div></a></h4></div><div id="b8f9948c4eb976443" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Business ethics and corporate communications</li> </ul> <p>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 consequentiality 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.</p> <ul> <li>Public relation</li> </ul> <p>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.</p> <ul> <li>Social media and community management</li> </ul> <p>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.</p> <ul> <li>Luxury brand management</li> </ul> <p>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.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-11"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="#accordion-13793-11" data-target="#be5a30b79d312f389" href="#be5a30b79d312f389"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">Innovation</div></a></h4></div><div id="be5a30b79d312f389" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Innovation &amp; design thinking</li> </ul> <p>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?</p> <ul> <li>Storytelling</li> </ul> <p>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.</p> <p></p></div></div></div><p></p> <p></p></div></div><style type="text/css" scoped="scoped"> }</style><div class="accordian fusion-accordian"><div class="panel-group" id="accordion-13793-12"></div></div><div class="accordian fusion-accordian fusion-single-accordian"><div class="panel-group" id="accordion-4"><div class="fusion-panel panel-default"><div class="panel-heading"><h4 class="panel-title toggle" data-fontsize="24" data-lineheight="24"><a data-toggle="collapse" data-parent="accordian-4" data-target="#e1556b82533a9763b" href="#e1556b82533a9763b"><div class="fusion-toggle-icon-wrapper"><i class="fa-fusion-box"></i></div><div class="fusion-toggle-heading">professional development</div></a></h4></div><div id="e1556b82533a9763b" class="panel-collapse collapse "><div class="panel-body toggle-content"><p></p> <ul> <li>Careers skills</li> </ul> <p>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&nbsp;at interview and networking&nbsp;techniques to carve out that path for yourself.</p> <p></p></div></div></div></div></div><p></p> </div>

Methodology
Luca
LucaDel Oro
After working for Unilever and Nestle, he founded his own Marketing Consultancy, Gold agency. He is also the founder and owner of SportCom, company dedicated to Sport Marketing in Europe.

Margreet
MargreetVan Egmond
Hospitality and Tourism professional, she has worked more than 10 years in a variety of fields including IT Hardware, Events Organization, and Tourism & Leisure.

logo UCAM

The Master Programme in Marketing and Communication is equivalent to 60 ECTS Credits at level 7 on the European Qualifications framework. The MBA is equivalent to 120 ECTS at level 7 on the European Qualifications Framework. Credits issued by the Universidad Católica de Murcia (UCAM).