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International Master in Marketing
EADA Business School
Master's Programmes
| Application Deadline: | Rolling admission deadline | ||
| Annual Tuition Fee: | ≈ € 17,500 | ||
| Location: | Barcelona / Spain / View location on map ▾ Hide location on map ▴ | ||
| Duration: | 9 months | Start Date: | October |
| Educational Form: |
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| Education Variants: |
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| Languages: | English | ||
Location of EADA Business School
The broad curriculum ensures participants gain a thorough understanding of the nature and operation of international marketing. The programme aims to give participants the tools necessary to succeed in the challenging world of marketing and while other programmes focus on theory alone, the EADA Master in Marketing Diploma uses a practical approach taking advantage of the case study methodology. On completion of the programme, participants will have acquired essential knowledge and skills necessary to pursue a career in marketing.
Methodology
EADA has developed its own practical, active and participatory approach with emphasis on “learning by doing”. The methodology reflects companies' demand for professionals with skills such as: the capacity to reflect, ability to act in the face of change, versatility to work in multifunctional teams and adaptability to the challenges of a global environment.
These competencies are developed at EADA through the Case Method, Business Projects, Business Simulations, Analysis & Discussion Groups and Team Working activities. Participants are consistently placed in real-life business situations and forced to think like executives and make strategic decisions.
Henkel Innovation Challenge
Participants will have the opportunity to participate in an international business game organised by Henkel, one of the world’s leading FMCG companies. They will identify trends and business opportunities to set the basis for the most innovative business plan of the future (2050). The projects are guided and followed by Henkel managers with the objective of recruit young talented professionals.
Exchange programme
EADA offers participants the opportunity to supplement their learning with an exchange programme once they have successfully completed their master in Barcelona. Participants study one term abroad in our selected network of international partner schools:
European Business School (EBS) – Frankfurt, Germany
Leipzig Graduate School of Management (HHL) – Leipzig, Germany
Mannheim Business School – Mannheim, Germany
EDHEC Business School – Nice, Paris, Lille, France
IAE Aix-en-Provence Graduate School of Management – Aix-en-Provence, France
Audencia Nantes Ecole de Management – Nantes, France
SKEMA Business School – Sophia Antipolis, France
Linköping Universiteit – Linköping, Sweden
Aston Business School – Birmingham, UK
University of Edinburgh Management School – Edinburgh, UK
Pepperdine University, Graziadio School of Business and Management – Malibu, California, USA
University of San Diego – San Diego, USA
National Chengchi University College of Commerce – Taipei, Taiwan
Nagoya University – Nagoya, Japan
AIT - Asian Institute of Technology – Pathumthani, Thailand
University of Stellenbosch Business School – Cape Town, South Africa
CENTRUM – Universidad Católica del Perú – Lima, Peru
EGADE Tecnológico de Monterrey – Mexico City, Mexico
Universidad de Anahuac – Anahuac, Mexico
Universidad del CEMA – Buenos Aires, Argentina
Contents
MANAGEMENT FOUNDATIONS
Finance for Managers
Participants analyse and learn to understand the company's or department's financial situation by using tools such as the balance sheet, profit and loss statement and cash flow analysis.
Strategic Management
To understand how a company works and how it makes decisions we must address the most basic questions in Management: What does management mean? What does a manager do? How does the decision-making process work in a company?
International Economy
Participants cover social, political and economic matters that affect the day to day running of the company's activities which demand key management decisions of crucial importance to the organization.
SPECIALIZATION
Analytical Marketing
Environmental Analysis
Within the global framework of rapid changes, the company must be able to deal with different variables that affect its own marketing initiatives and those of competitors, as well as consumer behaviour. In order to successfully adapt to these changes, or to even foresee them, participants must study the competitive environment and learn how to implement a series of measures. In certain situations, we can also try to influence the environment.
Sectorial Analysis
This subject is based on the development of competencies and skills that enable us to establish a framework of analysis and anticipate possible strategies to compete in a pre-determined sector. The most relevant characteristics determining the appeal factor of a sector will be analysed. We will also look at benchmarking as more than an element of competitive analysis.
Consumer Analysis
This class will analyse the factors that influence consumer buying behaviour, the purchasing decision process and the value criteria of the consumer.
Market Research
This class aims to look at the purpose of Market Research: to assess the information needs and provide management with relevant, reliable and current information in order to identify marketing problems and opportunities.
Strategic Marketing
Strategic Marketing
Once the marketing opportunity has been identified, we will establish marketing objectives and determine the target group, the product concept and our positioning strategy.
Product Portfolio
Most firms face challenges linked to the management of multiple brands/products in their portfolio. Portfolio Management is therefore about making the right decisions about which brands, products or markets to invest in. The objective of this part of the subject will be to understand the strategic importance of a well-managed product/brand portfolio and to learn best practices to manage it.
Marketing Mix and Operational Marketing
Branding
Branding is studied as the process by which both a brand and brand identity are developed through selecting and blending tangible and intangible attributes into differentiate a product, service or corporation in an attractive, meaningful and compelling way.
Distribution
This subject will focus on choosing the most appropriate channel to bring our product/service to the client and its dependence on this vertical structure, the degree of cover it is able to provide and our own internal resources. This selection will imply a communication strategy with the appropriate channel, concrete logistics and accurate negotiation.
Communication
The purpose of this course is to provide a framework to improve the understanding of the communication tools and options that form part of the marketing manager’s arsenal.
Price
Participants will learn about how price strategy, discounts, bonuses and rappels are determined according to the evaluation of the market and the company's internal demands.
Sales Management
This course is intended to provide participants with relevant knowledge in order to take decisions with regards to sales management issues. The course has the following as objectives: to gain a global vision of a sales department inside an organisation and to acquire the management tools, knowledge and skills necessary to lead and manage sales teams oriented to giving added value to organisations.
Sales Forecast
To acquaint the participant with sales forecasting techniques and to help him/her understand when to apply different methods. Participants will use the leading spreadsheet-based application suite, Oracle Crystal Ball, for predictive modelling, simulation and optimization.
Trade Marketing
Key account management and trade marketing departments help to improve the professional relationship between retailers and manufacturers in order to increase sales and profits of both of them. Participants will learn to understand key success factors for consumer goods companies and the retail industry, differentiate between consumer marketing and trade marketing and understand the objectives and methodology of category management.
Supply Chain Management
This module aims to identify and analyse the key factors in the operations processes within a company as well as throughout its entire supply chain and the impact these factors might have on the mix of cost, quality and flexibility that a company will be able to offer to its clients. After this course, participants will have a good understanding of the high degree of interdependency that exists between marketing and sales on the one hand and operations and supply chains on the other hand, and consequently of the strategic importance of cross-functional alignment.
Customer Loyalty
Participants will lean how to apply various concepts in B2C and B2B contexts including the role of customer loyalty as a key part of Marketing Programs and Customer Relationship Management strategies, customer satisfaction, customer retention, loyalty programs and the implementation of loyalty policies.
Creativity and Innovation
Through this class, participants will appreciate the need for innovation and learn about different existingmodules and techniques. They will also examine existing modules of creativity and develop their creative side through a workshop.
Green Marketing
As participants have already learnt the theoretical aspects of marketing, this class will challenge them to apply these theories to marketing in a green economy. This class aims to help participants understand the key issues contributing to the global green debate. They will also learn about the impact that environmental issues have had on business and marketing decisions so far, as well as the future opportunities that it creates.
Final Project – Develop your own Marketing Plan Participants will learn to apply the results of their academic study to real-life management problems and solutions by developing their own marketing plan. In this subject students learn how to evaluate the profitability, control and set up the marketing plan.
COMPLEMENTARY COMPONENTS
International Weeks
During the International Weeks, participants have the opportunity to choose additional electives. The International Weeks module is included in all full time EADA programmes, and is an ideal opportunity to make contact with participants in other programmes. EADA also invites visiting faculty from other partner schools and managers with outstanding experience to provide participants with a different perspective.
Professional Development Modules
All full-time Master participants complete 4 residential modules at EADA’s Collbató campus as part of the Professional Development Programme (PDP):
• Module 1: Teamwork and cultural diversity
• Module 2: Presentation skills
• Module 3: Negotiation techniques
• Module 4: Leadership skills and Integration module
The PDP includes a plan of personal and professional growth for participants in the International Masters. This plan will be referred to throughout the year and helps position them for entry into the business world. The individual modules are based on developing the key competencies needed to succeed in the business world: the ability to work in diverse teams and adapt to multicultural environments, the ability to communicate effectively in the business world and to make powerful presentations, negotiation techniques and leadership skills.
At the end of the modules, the participants have the opportunity to consolidate what they have studied during the year, reflect on their own learning, and give and receive feedback from their classmates and professors-facilitators.
IELTS
You are normally required to take an English Proficiency Test.
Most European Universities recognise the IELTS test.
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Register Now!Requirements
Steps in admission process:
1. Fill out application form online
2. Send the following documentation
- Certified copy of your university degree
- Academic record
- 2 letters of recommendation
- 1 passport-size photo (duly identified)
- 1 photocopy of your passport and your national identification card
3. Candidates need to take the GMAT at an authorized Centre (minimum score: 600). Candidates who have not taken the GMAT can take EADA's own test at the Barcelona EADA office or on-line.
* Additionally, for non-native speakers of English, the TOEFL will be required (minimum score: computer-based 250; paper-based 600; Internet-based 83). A personal interview with the Director of the Programme in English will also be carried out to assess students´ English language abilities.
4. After receiving the documentation, we will contact you to arrange a personal interview with the Director of the Master in Marketing.
Additional Requirements
| Minimal degree required: | Bachelor's degree |
| Minimal amount of work experience | Not specified |
Language Proficiency
| TOEFL Paper-based: | 600 |
| TOEFL Computer-based: | 250 |
| TOEFL Internet-based: | 79 |
Accreditation
Accreditations: AMBA and EQUIS
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