The company and its environment

The participants will learn the modern concepts which the current economic activities are based on, in both the business sector and the national and international scope. This module will study which economic forces regulate the company’s activities and determine its national and international performance.

Organisational behaviour

The development of this module leads to consider how the structure of an organisation must comply with its strategy, its human resources, the organisational culture and the management’s processes.

Determining marketing factors

This module studies the company’s internal determining factors that affect its marketing decisions. Students will learn to analyse the organisational, financial, productive and cost structure of companies and the determining factors of the business culture, service, marketing and corporate image. This learning process will train the participants to detect strengths, which can allow the company to keep a competitive advantage, and weaknesses, which involve a risk when it comes to achieving the organisation’s aims.
This module will analyse the external determining factors (micro and macro-environment, market, demand and competition) that allow the company to detect external opportunities, as well as possible threats to the latter. Determining factors directly or indirectly affect the development of a product and determine the feasibility of the latter on the different markets, taking into account different concepts and variables.

Market research and sales forecast

Market research, in its qualitative and quantitative aspects, shows how to obtain, gather and analyse information focused on reducing risks when making strategic and operational marketing decisions.
Knowing about sales forecast techniques and statistics helps us to plan future results. Benchmarking is used to know the successful actions of our competitors and to establish competitive advantages. Logistics allow us to manage stocks and physical distribution efficiently. Finally, geo-marketing will help us with customer positioning, establishing areas of influence and hotspots, and designing efficient distribution networks.

Marketing strategies

Once the SWOT matrix has been defined, and with the aid of marketing tools, students will be able to define strategies and establish the company’s aims. This module will teach students how to define the optimal positioning for each segment as well as the strategies to reach the latter. The scope of application of marketing strategies not only covers the offline and online sectors but also social networks. It is all about creating contents to draw the attention and disseminate information through the networks of contacts our groups of interest.

Operational marketing

The participants will get to know in detail the marketing policies that will allow them to operate on the market in order to reach the aims set out in the business strategy: – The Product/Service will be treated as an instrument to satisfy needs, analysing the design, packaging and development and launch of new products/services. – The positioning and assessment of brands will be analysed. Prices will be studied as an instrument for market positioning and as a key variable when it comes to obtaining profitability. – Distribution policies will be analysed in compliance with the customer, the product/service and the market, paying special attention to the new value creating figures: Trade Marketing, Key Account, Category Manager and Merchandising. – Commercialisation will be treated as basic element for marketing actions, analysing the most appropriate commercial policy, its planning, organisation, management, control and the network’s motivation, as well as the definition of the salesperson job, the recruitment, training, wages and the organisation and planning of the work to be carried out.

Global Marketing

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Admission Process

The main objective of the admissions process is to ensure the suitability of the candidates for the programme, by looking at their professional experience and their academic CV. 
Our aim is for all participants to make the most of the experience we offer through a context in which they may develop a long-term relationship with classmates, teachers and alumni.

In order to start the admissions process, it is necessary to fill in the form so that EAE Academic Committee can consider their application. If the decision issued by the Academic Committee for the programme requested is positive, the candidate can complete his or her registration for the programme.

Double Degree

Students who succesfully pass the course will obtain the Master in Marketing & Sales degree from EAE Business School. Besides, students who fulfill the academic requirements established will obtain the Master in Marketing & Sales degree from Universitat Politécnica de Catalunya (if studying in Barcelona) or the Master in Marketing & Sales degree from Universidad Camilo José Cela (if studying in Madrid).

In order to obtain the degree from partner universities, it is necessary to fufil the requirements established by the institutions.