Master in Marketing Management

Presentation

To keep up with today’s fast-changing and globalizing world, marketing management is always analyzed within the broader context of international enterprise and the operations environment.

Our experienced and qualified staff create a supportive environment where students are able to gain in-depth knowledge and understanding of mechanisms and techniques of marketing and are encouraged to develop their own ideas and marketing strategies.

Objectives

• Provide the student the best tools, knowledge, and abilities in order to succeed at an executive level in marketing management.
• Show how to make beneficial decisions for your company on an international level through an accurate analysis of the global market, strategic planning, market segmentation, as well as budget management.
• Teach you the ethical principles required of an executive in this field.

Target

a) Graduates and professionals who wish to expand their employment horizons.
b) Experienced professionals who want to take on new tasks and responsibilities.
c) Companies seeking staff training.
d) Graduates in Vocational Training and Higher Education in area business seeking practical preparation to enter the workforce.

Professional opportunities

• Marketing Director
• Marketing Manager
• Strategic Director
• Department Head

INSA offers the possibility to do an internship in companies during the course.

Syllabus

Module 1 - The Marketing Management in the company: organization.
Module 2 - Product Manager. Policies design and implementation. Marketing Plan Economic Control and optimization of results.
Module 3 - Products Strategy and Brand Positioning. Globalization and decision making. Competitive Analysis.
Module 4 - Sales Forecasts. Forenet (System Specialized in Business Forecasts). Evaluation of the Innovative Products demand. Market Research.
Module 5 - Product quality, logistics, and distribution.
Module 6 - Trade Fairs, Conventions and Congresses.
Module 7 - Customer Marketing. Techniques to attract more customers and Customer Loyalty. Possible scenarios to enter the market.
Module 8 - Marketing in Industrial Companies and Service Companies.
Module 9 - Optimization of product margins. Price Policy.
Module 10 - Determining Global Commercial Budgets. Profits Maximization.
Module 11 - Strategic External Analysis. New markets, control of new distribution channels.
Module 12 - Analysis of the Consumer’s Behaviour.
Module 13 - Technological Innovation applied to Marketing.
Module 14 - Branding. Managing the brand value. Strategy of brand portfolio.
Module 15 - Markets internationalization and globalization.
Module 16 - Application of Marketing 2.0 in the company.
Module 17 - Social Responsibility Marketing: strategies.
Module 18 - Balance Scorecard: strategies design for business management.
Module 19 - Final Project. Strategic Business Plan.

Assessment System

The evaluation system is based on continuous assessment of each block of study, through class attendance and/or examination. The student must have passed each subject independently. In addition, the student must have earned a minimum grade stipulated in the Business Plan.

Having successfully passed the evaluations and with the minimum attendance required, the student receives a diploma in Master in Marketing Management of INSA Business, Marketing & Communication School.