FALL SEMESTER – POSTGRADUATE IN MARKETING
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.
Managing a brand is a skill which most people automatically assume a marketer possesses, which does no justice to the complexity it represents. Marketing-driven companies need good brand management to create a trusted and recognised brand, generating equity for the organisation. But just how can this be done, and what are the factors involved? This module will take students through the brand creation and brand management process, demonstrating the mindset and tools they will need to launch, grow and maintain a successful brand.
This module aims to introduce the critical success factors for effective verbal and nonverbal communication in the context of the workplace, both in terms of internal communication and external communication, including training students in public speaking. It looks at different negotiation and conflict resolution techniques and the various contexts they may be applied in. The course also develops students’ networking skills and expands their networking opportunities in the city of Barcelona, giving students the opportunity to put what they learn into practice.
This module will cover the areas of market research, consumer behaviour, formulating/implementing a marketing plan and distribution and commercial network. The course will help students to determine strategies for developing new products and services that are consistent with evolving market needs and also to evaluate the viability of marketing a product or service in a domestic or international market or markets. They will develop an understanding of how consumer behaviour can be applied to marketing by direction application of (and reference to) consumer behaviour theory in the formulation of a marketing plan. Students will explore the concepts necessary to formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria, and will then look at how to prepare and deliver a written marketing plan persuasively and accurately. Finally, students will develop 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.
This module will take students through the different digital marketing technologies available and how they can be used strategically to meet the long-term mission and goals of the company. Students will explore how organisations employ tools such as social media, email marketing, SEO/SEM, apps, automation etc. strategically to market their product/service.
This module covers the infrastructure for communication and the way in which it can be managed strategically, as well as the strategic role of PR in how an organisation’s message is built and communicated. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies will be examined through case studies, and students will explore how other business functions come into play in an integrated communications strategy. The strategic role of PR in both the creation and management of organisational reputation and image will also be evaluated, and the course will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.
Disruptive products or processes can bring great success, and Innovation is possible everywhere. 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 can be made. The course applies the design thinking methodology, asking students to take a systematic approach to creative problem-solving in the context of business context. This approach will be a practical exercise and can be applied to any product or service.
This is a practical module that takes students through the step-by-step journey of building a website. Students will learn to understand and write HTML webpage elements and will grasp the basics of web design, looking at images, text formatting, colour etc. The course will also work with CSS to format websites. Ultimately, students will be able to plan, design, and publish a multi-page website, based on UX design principles.
This module explores how a smartly-planned and well-managed events strategy can be a powerful way of communicating a company’s brand. Students will learn how to use events as a means of building awareness and buzz around a company or product/service, to increase sales and to generally generate more engagement with the brand. They will consider how and when a company uses strategies such as branded decorations, giveaways, tasters, branded competitions, brand ambassadors, surprise guests etc. to achieve these objectives. This course will examine what is required when running a branded events programme, looking at how to plan, market, finance, organise and execute the process seamlessly.
This module will introduce students to Business Intelligence concepts and tools used to guide company decision-making and ultimately benefit the organisation. Students will examine Business Intelligence applications and technologies used to collect, store, analyze and share data which then informs management decisions. The course will explore the business value that BI holds, its challenges, barriers to using it and how it is used in today’s marketplace. It will look at BI’s specific application to the fields of performance management, marketing and Customer Relationship Management.
Each module of the programme is worth 4 E.C.T.S. + Thesis (Final Project) 20 E.C.T.S