Master's Degree in Commercial Management

ESIC Business & Marketing School

Program Description

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Master's Degree in Commercial Management

ESIC Business & Marketing School

The University Master's Degree in Commercial Management of the URJC has a specific high-level program that will prepare you to assume managerial functions in the field of marketing, commercial organization and business.

This degree allows you to combine the officiality of a university program with the practicality, experience and professionalism of the company, in a business school of international prestige.

You can also obtain the Master's Degree in Marketing Management from ESIC by taking 12 additional credits of the program or access the Doctorate Program.

Educational foundations of the Curriculum/>

The Master's Degree Program in Commercial Management (URJC) has been designed taking into account the general principles listed in art. 3.5 of the aforementioned Royal Decree and the definition of the training objectives in the form of academic and professional competences in which the student must be trained. The main objective of the degree is to provide a proper and post-graduate scientific education in relation to the Marketing and Commercial Management, transmitting knowledge as well as providing managerial skills. The formative action of the master is based on combining scientific rigor with business reality, integrating theory and practice, with a methodology based on dialogue and the exchange of experiences, reflection on "cases", training with business "simulators" and, as a basis, the development of the capacity for analysis and synthesis and an overview of the meaning and responsibilities of the work itself.

In this sense, the Plan of Studies and the methodology of the University Master's Degree in Commercial Management (URJC) are aimed at the acquisition by the students of knowledge and training aimed at:

  • The study and understanding of the organizations in which the activities of marketing and commercial management are practiced and of the national and international environments in which the organizations act.
  • The study and understanding of the different functions of marketing and marketing in organizations of different types.
  • The reception of a theoretical-practical preparation that trains students for marketing management and commercial management, as well as humanistic training and personal development and ethical values ​​and social responsibility.
  • The development of general and managerial skills not limited exclusively to the business sector although, certainly, applicable to it.

General objectives of the Curriculum:/>

  1. Deep knowledge of different organizations, understanding their nature, composition, modes and processes of management, size, sector of activity and type (public, private, non profit, etc;) as well as trends and changes in the environments in which they operate .
  2. Development of knowledge and skills that enable students to positions of responsibility in organizations, as well as the promotion of positive attitudes and initiatives of creativity and business vocation that favor, where appropriate, the creation of new companies or the development of new products / markets This takes into account the multidisciplinary nature of marketing and marketing, which brings together, in short, knowledge of various kinds: economic, statistical and quantitative methods, finance, markets and customers, psychology, people management, resource management materials, operations management, business strategy and policy, etc., as well as information and control systems and adequate management of computer techniques. The development of all this knowledge and skills are not limited exclusively to the profession of marketing and business management in companies, but are transferable to organizations of any kind.
  3. The training of students is also aimed at the personal development of the same and the promotion of human, ethical and social responsibility values, promotion that is carried out transversally in the set of subjects and seminars of the Plan of Studies and, with special relevance, in the seminars of Leadership applied to marketing and Skills of management and management of people in marketing, of the module of managerial Skills.
  4. Specific objectives:
    1. Bring marketing to the student from a managerial perspective through the exploration of marketing problems, the formulation of strategies and the taking of real decisions.
    2. Facilitate the development of managerial and problem solving skills in the real business world.
    3. Facilitate the necessary skills and knowledge to lead, organize and manage marketing or commercial teams.
    4. Provide the necessary knowledge for the design, development and conduct of market research as support tools for obtaining information.
    5. Properly develop the function of commercial and corporate communication.
    6. Formulate and analyze strategies and implement marketing plans in national and international environments.
    7. Know and carry out proper sales forecasts.
    8. Carry out promotional and relational marketing activities successfully.
    9. Implement and implement sales plans and control compliance.
    10. Provide the knowledge and skills necessary to organize a sales network.
    11. Understand the ethical and social responsibilities of marketing management in organizations and society, as well as commercial and sales action.


The European Higher Education Area, initiated in 1999 with the Bologna Declaration, promotes a change in teaching methodologies, which focuses on the student's learning process, which extends throughout life and towards employability. Therefore, the curricula, leading to the obtaining of a degree, should have in the center of their objectives the acquisition of competences by the students.

What is meant by Competition? The set of knowledge, skills and attitudes that are acquired or developed through coordinated training experiences, which have the purpose of achieving functional knowledge, that respond efficiently to a task or problem of daily and professional life that requires a process of teaching and learning

The competences that students of the Master's Degree in Commercial Management must acquire from the Rey Juan Carlos University (OGC) are:

Basic and general competences

They are common to university degrees, but are adapted to the specific context of each Degree.


  • CB6 Possess and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context.
  • CB7 That students know how to apply the acquired knowledge and their ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of ​​study.
  • CB8 That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments.
  • CB9 That students know how to communicate their conclusions and the knowledge and ultimate reasons that sustain them to specialized and non-specialized audiences in a clear and unambiguous way.
  • CB10 That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.


  • CG01 Capacities and skills necessary to obtain and manage those useful sources of information to continue their own training in the field of Marketing and Commercial Management.
  • CG02 Ability to perform a critical analysis and the evaluation and synthesis of new and complex messages in the fields of Marketing and Commercial Management.
  • CG03 Ability to generate critical thoughts based on the knowledge acquired. The student will generate judgments that allow a reflection on the form, the content and ways of managing from managerial responsibilities the Marketing and the Commercial Management in the organizations.
  • CG04 Ability to synthesize all the information and knowledge acquired throughout the Master, and its application in the development of strategies and tactics and, where appropriate, in the development of a Marketing Plan, a Communication Plan, a Sales Plan or an International Marketing Plan.
  • CG05 Master the technique of oratory before a heterogeneous audience, applying the dialectic in public exhibitions.

Cross-disciplinary competences

They are common to all students of the same university center, regardless of the degree they take.

  • CT01 Promote and encourage interpersonal communication and the ability to speak in public.
  • CT02 Promote and develop teamwork with responsibility and commitment.
  • CT03 Promote flexibility and the ability to adapt to change.
  • CT04 Enhance the ability to communicate and interact with colleagues, the academic community as a whole and society in general, fostering their social skills.

Specific competences

They are specific to the Title and are aimed at achieving a specific exit profile for the student.

  • CE01 Be able to design a marketing strategy for the company based on the strategic analysis of information about the market in a competitive context.
  • CE02 Be able to apply the knowledge acquired in the realization of a strategic marketing plan, based on the development of a strategic, comprehensive and global vision of the business.
  • CE03 Be able to apply the knowledge acquired in the development of a comprehensive product-market portfolio strategy.
  • CE04 Be able to develop an advanced and comprehensive pricing strategy, identifying and selecting the appropriate pricing approach based on the segment, market or product.
  • CE05 Develop the skills and abilities necessary for the integrated and coordinated management of distribution channels.
  • CE06 Be able to apply the knowledge acquired in the development and implementation of a comprehensive communication strategy in the company.
  • CE07 Be able to design an internationalization strategy for the company based on the strategic analysis of information on foreign markets in a multicultural context.
  • CE08 Know the scientific method to be able to apply it to a scientific research in the marketing area.


  • Qualification: Title issued by the Rey Juan Carlos University, with official recognition and full validity in all EU countries. Possibility of access to the completion of the Doctoral Thesis.
  • Faculty: Specially selected faculty. Teachers with extensive professional and international experience.
  • Quality of the program: Program Accredited by the ANECA (National Agency for the Evaluation of Quality and Accreditation).
  • with your VERIFY Program. Taught by the leading school in marketing education in Spain.

Differential Factors

  • ESIC Title: Students who take the Master's Degree in Commercial Management of the URJC will obtain the Master's Degree in Marketing Management from ESIC, taking additional private courses equivalent to 12 credits.
  • Training: Integral training in marketing and managerial skills with an eminently practical character.
  • Internationalization: Domain of international strategies for the implementation of content in a global context and the development of a transnational career.

Student Profile

This Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC) is directed, on the one hand, to those people who work in the business world and who have to face organizational decisions and / or human resources. the most professional and effective way possible. Therefore, it is aimed at anyone who wants to motivate, train and support the members of a business structure so that they are able to contribute their potential at work. This Master attends to the needs of the professional who already has experience in this field and who wants to deepen the subject. On the other hand, this Master is also aimed at recent graduates who wish to specialize in these disciplines.

The Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC) aims to develop in the students organizational skills and the necessary human, intellectual and technical skills to face the current business world in a continuous process of change.

Once you have finished your Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC), you will be fully qualified to start your own business and make management decisions in any company within the following areas:

  • General Management
  • Economic-Financial Management
  • Human Resources and Organization Management.
  • Commercial Management and Marketing.
  • International Trade Directorate
  • Direction of Planning, Programming, Objectives and Standards.
  • Consulting and Business Advice

External Academic Practices

ESIC has an Academic Practices Department, which is one of the natural links of the School with business reality. The External Practices constitute an activity of formative character to be carried out by the students under the supervision of ESIC. They are developed fundamentally and preferably in companies, entities or public or private organizations.

ESIC maintains a relationship with approximately 8,000 companies that recruit profiles, which are formed or have been trained in our School, to incorporate them into their internship programs or through employment relationships.

The average number of internships managed by the ESIC Campus in Madrid in relation to the last three academic years is 1480 and, previously, they have been approved by those responsible when responding to each of the student profiles that are formed in ESIC. The Business Practices Department will guarantee that the internship offer will be available during the academic year, in a number equal to or higher than the number of students enrolled.

Students of the University Masters can participate to the programs of external academic practices once the academic program has begun. The procedure followed to access the internship offered by ESIC begins with the application and registration in the telematic system of our School, which guarantees compliance with the LOPD, from which the participation in the selection process begins.

The content of the training project of each external academic practice will be designed in such a way as to ensure the direct relationship of the same with the studied courses and with the competences to be acquired by the student, which will have the academic tuition of ESIC and the tutor assigned by the student. the company or institution where you make them. The schedules of the practices, in any case, will be compatible with the academic activity developed by the student in ESIC. All this, and other details, will be included in the Educational Cooperation Agreement and the respective Annex, which is the document that regulates the collaboration between the parties for practical training of students and is formalized under the current regulations on external practices of university students.

The evaluation for the recognition of academic credits corresponding to the Curricular External Academic Practices will be carried out according to the foreseen in the Curriculum of each Degree.

Infrastructure and Facilities

The infrastructures that we put at the disposal of the students of Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC) are those of this School, located in Avda. De Valdenigrales s / n in Pozuelo de Alarcón (Madrid) ), in addition to all those that the School has at the disposal of its students and the entire university community (libraries, newspaper archives, computer rooms, sports facilities, etc., in the rest of the venues in Spain).

On the other hand, the Master's students have access to the resources available at the Rey Juan Carlos University. Visit the resources of the URJC in the following link

Access to the facilities meets the universal accessibility requirements. The entrance has soft sloping ramps and the buildings have an elevator adapted to wheelchairs.

According to special needs and following the access lists for the Disability quota, the Center has tables adaptable to students in wheelchairs, as well as communication mechanisms to support the follow-up of classes for students with disabilities. special needs.

The Infrastructure Service is composed of professionals from various sectors whose task is focused on the maintenance, repair and adjustment of equipment and facilities throughout the center.

The School also has signed maintenance agreements with certain suppliers for the attention of various teams in the area of ​​office automation.

Only the infrastructures and equipment of the Faculty that would be used in teaching by the students of Degree are detailed below.

Theory teaching rooms/>

Of all the classrooms that ESIC has, it currently has a total of 31 theory classrooms with sizes ranging from 47.00 to 57.00 m2 dedicated to the Degree Area. All the classrooms of the School have the technical means (computer, internet connection, cannon, fixed projector anchored to the roof of the classroom, projection screen ...) necessary for the delivery of the different subjects.

Additionally, the Language Department has 3 classrooms of 45.00 m2 and three seminar rooms of approximately 15.00 m2.

In addition, there are means to guarantee the replacement in case of breakdown (laptops, mobile cannons, etc.) as well as TV monitors with video, for those cases that may be necessary.

Computer teaching classrooms/>

The facilities of ESIC-Pozuelo have 5 computer rooms, with a total of 205 jobs. Each of the classrooms has audiovisual material necessary for teaching. All the classrooms have the same audiovisual media described above and have the necessary programs to equip the students with the techniques and tools necessary for a good development of the training required by the market.

Classroom of Seminars/>

It has 3 rooms of 80.00 m2 as well as 3 rooms of 40.00 m2 equipped with furniture suitable for working in groups, teacher's table with multimedia equipment, projector and Internet connection.

Work rooms/>

So that the different working groups of the Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC) can meet, apart from the aforementioned classrooms, there are 4 work rooms of approximately 15 m2 each. , with work table and adequate disposition for team work.

Other equipment and learning resources/>

ICT Information and Communication Technologies

A wireless network (Wi-Fi) is available throughout the School at the free disposal of the members of the university community (students, PAS and PDI). In addition, all classrooms have an internet connection on all computers.


The new ESIC University Municipal Library was inaugurated in September 2013 in an independent building close to the School. It offers service to ESIC students and any other external university.

The distribution of services in the building is as follows:

Ground zero

  • Control
  • Point of consultation of the online catalog (OPAC)
  • Computer room: 24 consultation places
  • Group work rooms: 6 (4 places each)
  • Study room: 72 reading places
  • Newspaper library

First floor

  • Point of consultation of the online catalog (OPAC)
  • Reading room (16 places)
  • Work rooms in group: 8 (8 places each)
  • Study room: 72 reading places
  • Study room: 42 reading places


The ESIC library has a fund with these characteristics:

  • Collection of approximately 13500 volumes specialized in marketing, advertising, economy, business, commerce, etc.
  • 200 titles of specialized periodicals in the same subjects.


  • General study and reading room. Free access prior registration as a user of the library.
  • Work rooms in group. Access through advance booking of 24 hours, being fundamental for this to be registered as a user of the library.
  • Access and consultation to databases and electronic documents subscribed by the library.
  • Check the OPAC catalog by clicking here
  • Personal loan: 3 books during a week.
  • Consult in the fund's room of periodical publications and reference.

Office Hours:

  • From Monday to Friday in uninterrupted hours from 9 a.m. to 9 p.m.
  • Saturdays from 10 a.m. to 2 p.m.
  • Special schedule during the exam period: From 9 a.m. to 7 a.m.


There is a Hall of Acts, equipped with all the audiovisual media described for the theory classrooms, with an area of ​​190.00 m2 with a capacity of 200 people.

Reprography service

Among the services provided by the School for students of the Master's Degree in Commercial Management (URJC) and Master's Degree in Marketing Management (ESIC), there is the existence of a reprography service, with 2 possible options, one with staff treatment. the school and the other by means of machines that work with prepaid cards.

Cafeteria and catering service

The School has a cafeteria and catering service with a capacity of 150 places that allow serving, at present, up to 300 meals a day to students, teachers and administration and services personnel.

Multimedia Classrooms

It consists of three independent units with an area of ​​52m2. It offers the students of the School facilities and resources where they can work in different areas of multimedia design. The activities to be developed by the Multimedia Classroom are the following:

Multimedia workshop for advanced works

The Multimedia Classroom has a physical space, in which work can be done with professional finishing in the areas of video editing, television, radio and graphic design.

Course Planning and Seminars

The Multimedia Classroom will have a permanent program of eminently practical courses, designed to meet the professional expectations demanded by the current market. These courses and seminars will be taught by professionals and teachers in the different areas of digital design and production.

Sports fields/>

They occupy an area of ​​2,200 m2 and are composed of two multipurpose tracks in lso that can be practiced handball sports, basketball, indoor football, volleyball, etc. These facilities are equipped with showers and toilets.

Outdoor parking/>

It occupies an area of ​​about 9,300 m2 and can accommodate about 300 vehicles.


ESIC has a chapel with an area of ​​139 m2 and an approximate capacity for 100 people.

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
Sept. 2019
1 year
Full time
19,500 EUR
Spain - Madrid, Community of Madrid
Start date : Sept. 2019
Application deadline Request Info
End date Request Info
Sept. 2019
Spain - Madrid, Community of Madrid
Application deadline Request Info
End date Request Info