In such a dynamic environment as today's world, the competitiveness of a business is determined by how fast it can adapt to changes and its ability to innovate. The constant evolution of markets, technological advances and increasingly global competition are forcing companies to create products and services, detect new business opportunities, penetrate emerging markets and innovate in the services they offer to clients. They can achieve these aims by renewing values and building a stable and personalised trusting relationship with users.

 

The success of a business depends on coming up with products and services to meet the needs of increasingly demanding consumers who are better read, aware of environmental issues and concerned about aspects such as quality, health, personal fulfilment and social acknowledgement. All of this represents a major challenge for businesses and requires an effective marketing strategy with communication playing a vital role.

 

The Master's in Communication and Marketing Management develops the analytical and management skills required by this new environment. This programme offers academic rigour and top-level training, and incorporates the trends and lines of development being sketched out in today's information and knowledge society.

Students of this programme will acquire the skills needed to:

 

• Understand the evolution of markets and act in consequence, guaranteeing the success and viability of diverse business initiatives.

• Manage marketing teams with a focus on markets and innovation, creativity and the generation of added value.

• Design and launch market and communication initiatives integrated in the company's e-business strategy.

List of topics

1.	Marketing basics

2.	Marketing management in business

3.	The marketing environment

4.	Segmenting and positioning

5.	Consumer behaviour

6.	Market research and information systems

7.	Making decisions on brands and products

8.	Pricing: price strategies

9.	Distribution channels

10.	Introduction to communication

11.	The communications department

12.	Strategy design: the communication programme

13.	Advertising: key concepts

14.	Advertising: the creative strategy

15.	Advertising: mass media

16.	Advertising: advertising research

17.	Advertising: resource planning

18.	Advertising: advertising agencies and advertising regulations

19.	Public relations

20.	Sponsorship

21.	Direct and interactive marketing

22.

Promotion

23.	Personal sales as a communication tool

24.	Relationship marketing: active communication with customers (CRM)

25.	Corporate image

26.	Institutional communication

27.	Communication auditing: the external assessment

28.

Project

 

See complete syllabus

Price

3.810 euros

Consult the financial aid that the UOC offers to international students.

 

The programme fees should be confirmed on enrolment.