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.

INSA Business, Marketing & Communication School is a private Business School with over 30 years experience in the training sector, which has

PROFESSIONALS TRAINING PROFESSIONALS

We offer a wide range of up-to-date training programs in different areas of the company, always responding to market needs, training professionals who are able to successfully enter the labor market thanks to the knowledge, skills, and attitudes we convey, and the design of a practical and realistic training plan, taught by professionals. All this, moreover, accompanied by other services and the personal attention you deserve. INSA was created in 1984 in response to the pressing need of companies to incorporate highly trained people; people with a real and practical vision of the labor market. From the beginning, INSA opted for specialization in the areas of Assistant Management and Communication (Public Relations and Marketing). The good work of our teachers, the flexibility to adapt our curricula at all times and to have a practical methodology has made it that INSA has more than 13,000 alumni from 40 different nationalities. The market, political, economic and technological changes have demanded that INSA annually update their programs, creating new courses as well as offering our students the possibility of studying entirely in English with a major international perspective. Furthermore, INSA Business, Marketing & Communication School maintains several collaboration agreements with major institutions and national and international universities . The school facilities are located in an old factory completely renovated but maintaining the original structure with modern interior and equipped with spacious and flexible classrooms on three floors that promote learning and workshops. Located close to Lesseps Square, in the neighborhood of Gracia, allows good accessibility by public transport (metro, FGC, bus, biking) and take advantage of all the services offered by the neighborhood restaurants, dorm, entertainment area, libraries etc.

The attention to our students and the quality management are the main axes of INSA:

• Customer orientation. Each student is unique.
• Recognition of the obligations of the organization both with customers and with employees, boards of directors, suppliers, and society in general.
• Participation and allocation of responsibilities to individuals and teams.
• Management procedures.
• Continuous Improvement.

Objective and methodology

Our main objective is to train PROFESSIONALS, able to incorporate into the labor market and a workplace, having a solid foundation of practical knowledge and skills to successfully perform their duties from the first day and, moreover, give them social, professional and work recognition. For this, the constant contact with businesses and their needs is essential and INSA does it through Professional who are our Teachers and through the services offered to companies and through the alumni network. Achieving this goal would not be possible without a methodology that supports the success of our programs and is based on:

• Up-to-date, dynamic and personalized training plans
• Personal attention to students
• Its own monitoring and evaluation system

All INSA’s qualifications match the job offers to come from the professional world and labor market that demands ever newer professional specialties that are different from the traditional. The business world demands skilled professionals in business management, marketing, advertising, public relations and executive assistants, with extensive training, knowledge, and skills to master new technologies. With our studies, students acquire social, personal and technical skills, as well as the tools necessary for successful integration into the labor market. Own curricula and a methodology based on a personal and very practical approach with case studies, and offering the possibility of internships in companies, fulfill our main objective and the student, at the end of the studies, can be incorporated successfully in any workplace. BACKBONES OF OUR METHODOLOGY Our own, up-to-date and dynamic training plans The academic programs are designed in a realistic and flexible way, overcoming the rigidities that characterize today many training plans. Plans to suit the current needs of the profession, seeking the knowledge areas and subjects that balance the theoretical with the practical. Individualized attention to students The school keeps track of the personal situation and progress of each student. For this, the teaching is conducted within small groups of students who have, in their respective courses, a tutor that the student meets throughout the academic year and receives guidance in both educational and professional aspects. Teaching practice: Professional Teachers To achieve student employability, INSA enhances the practical side of teaching. Therefore, the INSA faculty consists of active entrepreneurs and managers, responding to a very specific profile, which takes into account their education, work experience, and skills training. Student Access to the Labour Market To provide students access to the labor market and facilitate their adaptation to the business environment, INSA has the following objectives in their programs:

• Developing skills for the knowledge society
• Domain of Information Technology and Communication
• Provide an open learning environment
• Developing entrepreneurship and creative company

Services

INSA offers extra Training Programs, a range of services that allow students to develop beyond the studies themselves. Each student is unique and is treated so. Also, INSA offers services for companies and professionals which gives a real and practical perspective on all our programs.