Master in Marketing Science

ESIC Business & Marketing School

Program Description

Read the Official Description

Master in Marketing Science

ESIC Business & Marketing School

The MMS is an innovative and updated program, the only one in the market that combines training in Marketing Research Business Intelligence techniques with an eminently practical methodology aimed at the creation of intelligence for business decision-making.


characteristics/>

  • Program formed by two superior programs: Superior Program in Marketing Analytics and Superior Program in Marketing Research
  • Teaching staff from the business field, with extensive teaching experience.
  • Capacitates for the application of research techniques and prepares for the analysis of information through computer tools such as Excel, SPSS and SAS Enterprise Miner.
  • Methodology that serves to solve real problems.

Differential Factors

  • It includes a residential week in London to visit and meet important multinational companies and agencies specialized in Marketing Research and Business Intelligence.
  • Possibility of internships at ALD Automotive, Altadis Imperial Tobacco, Burger King, Campofrío, DKV Seguros, GFK, Kantar Media, Mindshare, Nielsen, Telefonica, Vodafone.

Candidate Profile

The MMS is aimed at both university students and professionals in the areas of Market Research and Business Intelligence who wish to acquire an exhaustive knowledge of Marketing Science tools.

Student Profile

The MMS is aimed at university students and professionals in the areas of Market Research and Business Intelligence with training in ADE, Economics, Engineering, Marketing, Research and Market Techniques, Sociology, Computer Science, Mathematics or Statistics, who wish to acquire an exhaustive knowledge of the tools of Marketing Science.

Differential Factors

  • Teaching staff from the business field, with extensive teaching experience.
  • Analysis of information through computer tools such as Excel, SPSS, SAS Enterprise Miner.
  • Methodology that raises the debate and resolution of real business problems.
  • It includes a residential week in London to visit and meet important multinationals and agencies specializing in Marketing Research and Business Intelligence.
  • Possibility of internships at: ALD Automotive, Altadis Imperial Tobacco, Burguer King, Campofrío, DKV Seguros, GFK, Kantar Media, Mindshare, Nielsen, Telefónica, Vodafone.

Advantage:

The MMS has a methodology taught by professors from the business sector with extensive teaching experience who combine theory and practice in their sessions, where real business problems are solved through the analysis of information through computer tools such as Excel, SPSS and SAS Enterprise Miner In addition, the program includes a residential week in London where important multinational companies and agencies specializing in Marketing Research and Analysis are visited, presenting success stories and the latest trends in the field of Marketing Science.

Methodology

Eminently practical, combined with the theory drawn from the experience of the professionals who teach the subjects. The program is structured in two Higher Programs (200 hours each), directed by a tutor in order to ensure that it responds to the current business reality and that the academic structure used is the most appropriate.

The students will carry out a Master Project in group under the coordination of the tutor, with tutorial sessions for orientation and follow-up. This Master Project will consist of four marketing research and analysis projects that will be presented at the end of each module and will be defended before a panel of experts. Workshops and presentations will be developed to address the different contents of the program, given by professionals from the business world who will share their knowledge and experiences through real cases with the students. Internship in companies within the framework of ESIC collaboration with leading companies in the area of ​​Marketing Science.

It includes a residential week in London where important leading multinational companies in their sectors are visited, which will present success stories and the latest trends in the field of Marketing Science. The trip also represents a fantastic opportunity to share experiences and leisure in a different environment and culture that undoubtedly contributes to the professional and personal enrichment of the group.

Program


A. Strategic Marketing Management/>

It is an introductory module whose main objective is to show the importance that the analysis of information has in making business decisions, transferring to the student the necessary knowledge to transform information into action and make the analysis of information a source of information. competitive advantage for the company.

To this end, the Marketing Information Systems, the nerve center of the commercial actions of a company, are fundamental, creating all kinds of operative instruments (databases, analysis models, statistical tools, etc.) that help the executives and executives of the company. marketing to improve your decision-making process.

This module will also allow the student to understand the relevance of the strategic management of information as a basis for the design and implementation of the Marketing Plan, by developing techniques and methodologies that help to "quantify" the dynamics that take place in the world of marketing. For this they will learn to use the tools that allow to measure the effectiveness of marketing actions and optimize their management in the company.

  1. The analysis and information systems in marketing
  2. Marketing plan 02
  3. Marketing effectiveness


B. PS Marketing Research/>

Commercial Research comprises one of the most important functions within the marketing area, since its main objective is to meet your needs for updated, relevant and rigorous information of the market, consumers and competition, facilitating decision making and trying to identify areas of improvement in the commercial field. The purpose of this module is to initiate students in the foundations of Commercial Research of qualitative and quantitative nature in all its phases within the context of marketing, understanding its role and importance for decision making in this field. The student will acquire the necessary skills for the design and implementation of market studies, by learning the procedures of any research project and exhaustive knowledge of the main methods and techniques of collecting and analyzing information, both qualitative and quantitative. .

  1. Design of commercial research projects
  2. Ethical and legal framework of commercial research

Qualitative Research Methods

  1. Off-line qualitative research techniques
  2. On-line qualitative research techniques
  3. Neuromarketing
  4. Biometric marketing
  5. Business reality
  6. Master project evaluation I

Quantitative Research Methods

  1. The traditional survey: ad-hoc, panels and buses
  2. The survey in the on-line field
  3. Design of questionnaires
  4. Sampling techniques
  5. Uni-bivariate statistical analysis
  6. Multivariate statistical analysis
  7. Business reality
  8. Master project evaluation II


C. PS Marketing Analytics/>

Marketing Analytics allows transforming data into information, and information into knowledge, into action, through the application of scientific techniques and models in favor of optimizing the decision-making process in business. The Marketing Analytics solutions are directly associated with information technologies and in this module students will learn about the set of etodologies, applications and technologies that allow to collect, debug and transform data from transactional systems and customer management in structured information. its direct exploitation, analysis and conversion into useful knowledge, thus giving support to decision-making in business.

In addition, thanks to Customer Analytics, the company acquires a knowledge of the individual customer, which is key for the company's businesses to optimize their policies for attracting, developing and retaining customers. Marketing Analytics tools are also the basis for the successful implementation of Marketing Decision Models: econometric models that allow quantifying the effects of different marketing actions on sales. These models are based on the analysis of commercial information and allow to forecast sales, estimate and decompose the return (ROI) for all marketing actions and in this way determine the optimal Marketing Plans, weighing the different objectives based on the strategic needs of the brand.

  1. Big Data and Data Science
  2. Business Intelligence as a tool for generating value for the business

Customer Analytics

  1. Customer-centric marketing models
  2. Data mining: SEMMA methodology
  3. Strategic customer segmentation
  4. Propensity-scoring models I: churn analysis
  5. Propensity-scoring models II: up-cross selling analysis
  6. Customer lifetime value (CLV)
  7. Business reality
  8. Master project evaluation III

Marketing Decision Models

  1. Marketing metrics
  2. Marketing ROI as a measure of effectiveness
  3. Calculation of marketing ROI I: time series models
  4. Calculation of marketing ROI II: marketing mix models
  5. Web analytics
  6. Online marketing campaign effectiveness
  7. Business reality
  8. Master project evaluation IV

Practices and Professional Exits


Professional practices:/>

Possibility of internships at: ALD Automotive, Altadis Imperial Tobacco, Burguer King, Campofrío, DKV Seguros, GFK, Kantar Media, Mindshare, Nielsen, Telefónica, Vodafone.


Professional careers:/>

The MMS is a recognized program with a high rate of incorporation into the labor market, which offers professional opportunities in two areas: Market Research departments and / or Business Intelligence (Client Intelligence / Data Mining) in large multinational companies and positions analytical responsibility in Market Research Institutes, Media Centers and Specialized Agencies in the development of statistical models for the optimization of Marketing decisions.

Associated Rankings

  • ESIC is ranked 12th Business School in the World.
  • The Director General of ESIC is the 76th Spanish business leader.
  • 3rd Business School in Spain with the best reputation.
  • ESIC is ranked within the top 250 Business Schools in the world and most importantly one of the seven "Top-Tier Employability" business schools in Europe.
  • 2nd Business School of Spain in the sectorial ranking.
This school offers programs in:
  • Spanish


Last updated February 1, 2018
Duration & Price
This course is Campus based
Start Date
Start date
Oct. 2019
Duration
Duration
9 months
Part time
Price
Price
13,900 EUR
Information
Deadline
Locations
Spain - Madrid, Community of Madrid
Start date : Oct. 2019
Application deadline Request Info
End date Request Info
Dates
Oct. 2019
Spain - Madrid, Community of Madrid
Application deadline Request Info
End date Request Info