Master in Marketing Management [MIM]
- Part Time
- Part Time
Format Blended learning
Know more about the most successful techniques of Marketing Management with the Master in Marketing Management of ESIC.
The Master in Marketing Management is a unique and innovative programme in the field of International Business, grounded on the experience of ESIC as a leader in marketing education in Europe. The Master in Marketing Management (MIM) is one of the most recognized courses in the area. This unique combination gives you a distinct competitive edge for your future professional development based on academic knowledge and practical orientation. In this context, the programme aims at
providing a complete understanding of the essential processes and considerations involved in evaluating, managing, and implementing strategies in marketing while strengthening your ability to face and solve complex challenges in an increasingly globalised environment.
Internationally accredited by AMBA and EFMD
Participants get the chance to reinforce their marketing skills by choosing one of the following 2 Study Tours:
- The Study Tour in China 1 week at Southwestern University of Finance and Economics (SWUFE) in Chengdu, China + 1 week at Shanghai University (SHU) in Shanghai, China.
- 2 Weeks in HEC Montréal: the future of business
Understand through the Master in Marketing Management which are the master core concepts and methods in the marketing discipline and their application in business practice.
Function effectively in diverse contexts.
Frame business activities and decisions in ethical and human values.
Communicate effectively in business and other settings.
The hybrid format allows you to personalize and make learning more flexible, through permanent "training".
In the hybrid classroom model, technology is integrated as one more element of the learning process that guarantees the continuity of training at all times. Your academic itinerary will begin with the core subjects (common to all masters), then the specialization subjects (specific to your master's degree) and in the optional module you can add subjects of your interest to design your own profile and cover any gaps by reinforcing the areas that you decide. In the end, the Final Master Project will follow.
- Innovation in a disruptive world
The unit focuses on the generation and improvement of business opportunities thinking “out of the box” Innovation will be the centre of value creation in the present disruptive environment.
- Critical thinking and the art of decision-making
This unit helps the student to differentiate the problems in order to identify decisions with major impact in business minimizing efforts, costs, and time. This unit gives the tools to identify those problems differentiating the ones related to business/money from the ones related to personal/organizational issues. It develops technical abilities for decision making with limited or complex information.
- Conscious leadership
The current environment and organizations require adaptive leadership that considers not only external aspects but also the manager’s personal profile. Communication, and listening skills (feedback) are increasingly important in the plural, multicultural, and globalized environments. During this course, students will learn to know their leadership style and how to exercise it in different environments. Likewise, they must know and use the fundamental elements and structures to build clear messages that allow them to approach communication with more confidence and know how to effectively manage situations of doubt, questions or confrontation.
- Persuasive communication
The current context modifies the way we communicate and interact, the diversity of people we address, as well as the means we use to transmit messages, share, influence and achieve our purpose, highlight the importance of becoming aware of our communication style and impact, being key to know the tools and methodologies that make us more flexible in order to adapt to any situation and interlocutors without losing impact.
- Business as a global and ethical citizen
The aim of this subject is for the student to acquire the competencies and knowledge taking the decisions in an ethical way, with social corporate responsibility and the different stakeholders in a global and multicultural environment. Apply high standards of respect for human values and cultural diversity. Develop competencies to measure the economic impact of decisions when taken or even when not taken.
- Business strategy in global environments
Current organizations and environments require an adaptative leadership not just in the external facts but in the managers' profile as well. Within this framework communication abilities are more and more important in globalized and multicultural environments. Students will learn their leadership style and how to apply it in different circumstances. They will learn how to use and apply fundamental structures and elements to deliver clear and attractive messages approaching communication with confidence. They will also learn how to deal with uncertain situations, questions, or confrontational issues.
- Digital Metamorphosis: The Technology Factor
The most innovative companies use emerging technologies - Artificial Intelligence, the Internet of Things, Blockchain, among others - as well as data and agile methodologies to develop new products and services, business models, and customer experiences. These companies have digitally transformed themselves by making data the engine of their operations and achieving strong competitive advantages that can lead to major disruptions in markets and profound changes in the industry. However, technology is a very important element in this process, but it is not enough. Success lies fundamentally in the proper formulation of strategic intent and not on individual technologies, as well as in the ability to digitally reinvent the business, supported by leaders who foster a culture capable of changing and inventing the new, of taking risks, and of properly managing talent. This subject explores how strategies can be improved through the introduction of new technologies, the knowledge of these, the use of data for decision making, the organizational and cultural change that companies must face in order to guarantee success in this digital metamorphosis that for some companies could mean their disappearance.
- Feeling and listening to the market
Listening to and feeling the market is a fundamental competence of today's organizations. It has always been important, but increasingly the needs of customers evolve more quickly. Think about the current context, can you identify any aspects that are impacting consumer expectations and behaviors? I'm sure you will have no difficulty in identifying some, as these days, we are experiencing one of the biggest transformations and changes in our lifestyles globally. But beyond Covid19 or any other structural change affecting society, there are also countless small evolutions that are changing customers' needs, expectations, and behaviors.
Companies that want to differentiate themselves from their competitors and achieve consumer
preference must be attentive to these changes and have the tools and methodologies to identify them and react quickly and accurately.
Listening to and feeling the market is the set of techniques, instruments, and methodologies that will allow us to understand and react to customer needs in an agile way, and adapt our marketing strategies based on the insights obtained.
- Strategic marketing
This subject will allow students to approach the marketing strategy under an integrative, results-oriented approach that inspires the formulation of operational and tactical initiatives of the elements of the marketing mix and the segmentation and positioning sections. Finally, attention will be paid to the configuration of the total marketing plan, integrating in a special way everything related to the digital field.
- Finance for marketing management: creating stakeholder value
Financing of assets/companies and different investment strategies to maintain growth. Critical analysis of key financial elements either generating value or being a risk either are domestic or international level. Fintech elements as part of the financial markets.
Subjects specific to your degree
- Economics for marketeers
Due to two substantial factors, the traditional economic model macro-micro has changed significantly. On the one hand, the fourth industrial revolution associated with digitalization, robotics, and artificial intelligence has caused a substantial change in how markets and the economy work. On the other hand, other elements such as global warming, The drop of fossil energies to encourage new clean energies, and the ageing of the population will provoke recent essential changes in the economy, such as the new monetary policies.
- Consumer behaviour
This module aims to introduce students to the fundamental principles of consumer behaviour. They can develop an excellent long-lasting knowledge that they can apply regardless of the behaviour to create an excellent stable understanding that they can use regardless of the geography or category they work in.
- Marketing mix
The marketing mix course will offer students tools and approaches to define customer targets and identify their needs, develop appropriate marketing strategies, and ensure the effective use of resources and the profitability of marketing campaigns.
- Commercial management
Depending on the business relationship (B2B/C), the sales approach will be different. No matter how good it is what you offer to the market, you will always need to have a minimum of commercial skills to sell it. Considering that, nowadays, the market it is already saturated with, in most cases, more offer than demand, the ability to approach on the right way to your customer, will make the difference between you and your competitor. During this module, we will focus on the main and commonly forgotten tips to get a successful business and loyal customer, going the extra mile with those students who want to lead the future of sales.
- Marketing & sales planning
Practical focus on the concept and development of marketing and sales planning. Students will experiment with the planning process from the first stages of identifying the need for planning, the operations to be carried out, the timing of marketing actions, and the sales budget. The process continues with the definition, follow-up, and control of KPIs and concludes with the forecast of corrective actions.
- Brand management
This subject focuses on branding as an essential management tool to align what companies want stakeholders to think about them with what stakeholders feel about the company. The unit will also cover the activities of Customer Relationship Management (CRM), is a powerful method and set of tools to develop and keep the relationship needed to bring the brand to life, and topics such as Customer Experience, an extremely relevant driver for customer satisfaction nowadays.
- Worls market workshops
The world markets workshops aim at offering a critical view of current events, trends, and possible scenarios in the most relevant and influential markets in today´s business environment. The workshops also intend to create a space for sharing experiences and first-hand insights between guests and participants.
The purpose of this course is to analyze and assess the design and management of Omnichannel strategies covering all touchpoints: physical retail, web, social media, and mobile/apps. Special attention will be paid to transactional, experience, and information touchpoints with consumers. Students will be able to review an Omnichannel strategy by assessing the process of designing, managing, and improving continuous cross-channel communication with consumers that companies use to improve customer experience.
- Business Study Tour
The objective of the BST is to enhance the knowledge of the international environment from a marketing and strategic perspective:
- Leveraging the accumulated experience of HEC at the practical level (social business models already implemented, AI, Tech Start-ups projects, exploring innovative ideas…).
- Focusing on a multicultural approach from another location, keeping the perspective of the role of human and ethical values in business.
- Attending seminars and lecturers, and facing business cases, delivered by leading professionals in the Marketing field.
- Exchanging /sharing critical thinking among HEC and MIM students during your stay.
- Visiting some enterprises to personally see their day-a-day running and enrich your cross-functional view of organizations and companies.
- Evaluating your learning experience at the end of the program.
Subjects or activities are freely chosen by the student to personalise a part of their master's degree and thus complete their skills development. Students can choose subjects related or unrelated to their discipline, experience what it is like to study abroad, or prepare for a certification.
It will be possible to take the elective courses in English or Spanish and select the ones that are of most interest to the students, regardless of the category of the program they are taking. There are two levels for each elective subject; an essential level or an advanced level, which will depend on the content of the program.
- Management & Investment on financial assets
- The Start Up journey
- Re & Upskilling: boost your professional efficiency
- The journey to develop a global business
- Digital Marketing
- Marketing Automation for Operational Marketing
- Purpose Branding
- Sales 4.0: new digital models
- Essential cybersecurity for non-technical Executives
- Essential Big Data and IA for non-technical Executives
- Internet of Value (Technologies for non-technical Executives)
- Business 4.0: Process Automation (RPA)
*The teaching (remote model) of these subjects will be subject to timetables depending on the composition of groups, and may not coincide with the programme timetable.
- Google tools for decision making (Google Tools)
- Software for Smart Marketing (Hubspot Software Marketing)
- Advanced Marketing (CIM - Chartered Institute of Marketing)
- Scrum in practice (Professional Scrum Máster Certification -PSM)
- People Analytics (Certificate Program)
*This does not include exam fees for any certification or individual CIM tutoring.
Participants get the chance to reinforce their marketing skills by choosing one of the following two Study Tours:
The Study Tour in China(1)
1 week at the Southwestern University of Finance and Economics (SWUFE) in Chengdu, China + 1 week in Shanghai University (SHU) in Shanghai, China.
The Study Tour in HEC Montréal(1)
2 Weeks in HEC Montréal: the future of business the first business school founded in Canada in 1907, HEC Montréal holds the three most prestigious accreditation in its field, which confirms the excellence and quality of its training and research: AACSB (Association to Advance Collegiate Schools of Business), EQUIS (European Quality Improvement System) and AMBA (Association of MBA’s ).
(1)If for any reason beyond our control, this destination is not available, we will do our best to offer a suitable alternative.
* Registration fee and flights are included in the program. Accommodation and additional costs (travel visa) are not included.
Business plan or marketing plan for an existing business or product launch. This project aims to take participants onto the next stage of professional development while helping them grow from a behavioral perspective. The project aims to enable students to:
- Apply knowledge and understand complex and newly emerging strategic management issues.
- Develop an original piece of applied research supported by accurate data and a given research methodology.
- Utilize creative and innovative approaches to implement measurable improvements in management practice.
- Make sound and informed judgments and decisions on important complex ethical and professional issues.
- Demonstrate the relationship between theory and professional practice, challenging the relevance and appropriateness of literature in the context of strategic management issues and challenges.
- Demonstrate effective and innovative leadership in the context of strategic management problems, influencing and supporting key stakeholders in the process.
- Utilize a significant range of appropriate literature, resources, and innovative study techniques.
- Present a compelling argument with originality and creativity, which is feasible and viable.
- Demonstrate an ability to deal with the complex and the unexpected in a sound and professional manner, based on established principles laid down in theory.
*Academic Structure subject to change
- By completing the MIM, participants will gain the key skills and knowledge to evaluate, manage, and implement marketing strategies while strengthening their ability to face and solve complex challenges in an increasingly globalized marketing environment. In this context, the program has embedded in its curriculum a clear international approach enriched with the latest trends and developments in digital marketing; two pillars that represent the foundations for tomorrow’s marketing leaders. The MIM is considered among the top graduate programs in Marketing in the world.
Functional areas of our alumni
Construction and Property
where our alumni work
Director del programa.
PhD (c) in Inclusive Marketing. Master in MarketingManagement, ESIC Business & Marketing School. Honours Degree in Medical Combined Program Degree, University of Central Lancashire.
Currently: MIM Program Director, ESIC Business & Marketing School. Previously: Former CEO of ESEMED for Eastern European countries, UK, and LATAM. GLG Global Marketing Sr. Executive for UK, Switzerland, and Nordics. Global Omnichannel Marketing & Sales Liaison for Novartis global sales & marketing, and Best Practices for international franchises for US, LATAM, AsPac, and EMEA CLM.
Máster en Dirección de Comunicación y Nuevas Tecnologías, Universidad Rey Juan Carlos. Máster en Internet Business, ISDI; Máster en Administración y dirección de Empresas, Universidad Pontificia de Comillas ICAI-ICADE. Licenciado en Ciencias Económicas y Empresariales, Ecole Superieure de Commerce et D´Administration des Enterprises de PAU. Actualmente: Senior Advisor, Cargatucoche. CEO y Cofundador, Urate. Anteriormente: Director Comercial y de Marketing, AMC Networks. Consultor Digital y desarrollo de negocio. Planta 18. Country Manager, Vooddler.com. Director de Ventas en Europa, Technicolor. Fundador, One2One Advertainment Agency. General Manager, DreamWorks. Director de Marketing / Sur de Europa, Universal Pictures. Senior Brand Manager, Guillette
PDG-Programa para la Dirección General, IESE Business School. Master en Marketing y Comunicación, ESMA. Licenciado en Empresariales, ESMAI. Licenciado en Ingeniería Naval, ESNA. Anteriormente: Director Corporativo Comercial y Marketing, Vithas. Director Marketing Europa & Australasia, Best Doctors. Director de Marketing, DaimlerChrysler España
PhD in Applied Economics and Marketing, La Sorbonne. Post-Doctoral studies, Columbia University and IESE. Honours Degrees (2) in Economics and Marketing, La Sorbonne. Author of “CEOs as Leaders and Strategy Designers”. Managing Director of Global Born.
Master in International Business and MBA, Catholic University Leuven, Belgium. Master of Internationalization of Companies, ICEX-CECO. Export/Business Development and Country Manager at SEAT, SA (Spain), Cartamundi (Belgium-Spain), PAL Robotics (Spain), Senior Process Manager at Proudfoot Consultant (UK-Germany-Spain). Currently Consultant for Export and Internationalization
Executive Corporate Development Program, ESADE. PDD, IESE. General Director, Hahebo Spain. North European Business Director, Fluidra. Sales Director, Jungheinrich
Licenciatura en Lenguas Modernas y Estudios Empresariales, Universidad de Leeds.
Actualmente: Consultor de Negocios y Marketing. Anteriormente: Director Estratégico, Mediabrands. Presidente, UM Spain. Director General de Servicios al Cliente, Carat España. Director de Desarrollo, CIA Group
Bachelor's Degree in Chemical Agriculture, Meiji University. General Director, Kamata Consulting
MBA, IESE. Master in Applied Economics, University of Antwerp. Bachelor's Degree in Mathematics, Sint-Stanislascollege. Co-Founder and CEO of S3 Group
Master in Applied Economics, The American University. Bachelor Degree in Economics, Universidad de Buenos Aires. General Manager of Consulta Abierta. Former member of the Board at the IMF. Consultant with the World Bank, the European Commission and the IMF.
International executive MBA, IE, Business School. Export-Import Finance Diploma. NYU Stern School Business. Licenciatura en Administración de Empresas. Universidad Complutense de Madrid. Actualmente: CEO y Digital Marketing Director, Yagüe&Yagüe Consultants. Anteriormente: Managing Director, Bosh Car Service. Directora Marketing Digital Unidad de la Mujer, Hospital Ruber Internacional. Sales Operations Manager Europe South, Carestream Health. Sales and Business Unit Manager, Yamovil. Customer Management, Back-office, The Gaslight
PhD(c) en Economía y Finanzas, Universidad Pontificia de Comillas ICAI-ICADE. Máster en Finanzas, CUNEF. Licenciado en Ciencias Económicas y Empresariales, CUNEF. Anteriormente: Responsable de Préstamos Sindicados. Banco Itau International PLC. Director de Financiación Comercial y Préstamos Sindicados, Banco Finantia. Directora de Financiación Comercial y de Exportación, Banco Santander. Suscriptora de PRI de Exportación y Financiación de Proyectos, CESCE
PhD en Ingeniería Química, Universidad de Zaragoza. PDD, IESE. Licenciado en Ingeniería Química, Universidad de Zaragoza. Actualmente: Director General, NUREL. Anteriormente: Director Corporativo de Negocio I+D+i, Grupo SAMCA
PhD en Historia Contemporánea, UNED. PDG, IESE. MBA, ESDEN. Licenciado en Economía y Geografía e Historia UCM. Actualmente: Socio Director, AGERON Internacional. Director, ROMANHERITAGE. Anteriormente: Director Unidad de Negocio Internacional, Laboratorios INDAS
Master in Communication in UCM. Two times awarded in the Symposium Management Research in Harvard Univertisy. Master in Communication, Advertising and New Techonologies in ESIC.
FHEA, Advanced Higher Education. Executive MBA, IMD. Master y Licenciatura en Marketing y Ciencias Económicas (especializado en Marketing internacional), Universidad Bocconi. Actualmente: CEO, Goldgroup. Anteriormente: Director de Marketing, Nestlé S.A
Master en Gestión del Conocimiento, Universidad Pontificia de Comillas, ICAI-ICADE. Master en Dirección de Recursos Humanos y Organización, ESIC Business & Marketing School. Master en Dirección Comercial y Marketing, ESIC Business & Marketing School. Actualmente: Coach personal y profesional, HAZZLO!. Anteriormente, Responsable del Departamento de Recursos Humanos Sur de Europa, SCA - Hygiene and Forest Products Company. Responsable del departamento de RRHH, Master Distribution LLC
Psichology degree and Advertising diploma in Richmond International University of London. Master in Clinical Psichology and Health Science and Master in Forensics Anlysis in UCM. Superior diploma in Executive Coaching in IE. Managing partner in The Challenge Group Executive & Life Coaching.
Economy Science and Business degree in Universitat de Valencia. Master in Digital Marketing in EUDE, Graduate in Business Management in IE. Managin Director in vdShop (Vass Group).
PADE, IESE. Bachelor Degree in Economics, Universidad Complutense. CEO Cione Grupo de Ópticas. Former CEO of the Executive Aviation Business Unit, Gestar.
PhD. Organización de Empresas, Universidad Rey Juan Carlos. Licenciatura en Ciencias de la Información, Universidad Complutense de Madrid. Graduado en Public Affairs, Universidad de California Los Ángeles (UCLA). Actualmente: Director de Internacional de Desarrollo Comercial, AGERON Internacional. Consultoría de Automoción. Anteriormente: Socio Director, TransferLab. General Marketing Management, Bergé Automoción S.L. Gerente Comercial y de Marketing, Chrysler Jeep Iberia. Supervisor de Cuentas Senior, McCann Erickson
PhD (c ) en Economía por la Universidad CEU San Pablo. Master en Gestión Financiera por la Universidad Oberta de Cataluña. Master Economic itinerari in humanistic and social studies por la Universidad Abat Oliba CEU. Licenciado en Economics por la Universidad Internacional de Cataluña. Actualmente: Socio Director en ETL. Anteriormente: Responsable de Planificación financiera en Winterthur
PhD (c) in Business History, Universitat de Barcelona. Master in International Business Management, ICEX-CECO. Master in Economic History, Universitat de Barcelona. Honours Degree in International Trade, Universitat Pompeu Fabra.
Currently: Sales Director, Nomon. Previously: Export Manager - Northem europe and Asia, Vondom. Export Area Manager - Asia, Middle East and Eastern Europe, BD Barcelona Design. Marketing Manager & Northamerica Dealer Sales, Gandiablasco S.A.
Licenciado en Derecho, Universidad de Valladolid. Especializado en Derechos Humanos, Justicia Penal Internacional, Soporte Legal para Asilo y Refugio. Actualmente: Abogado, Empresa y Derechos Humanos, Derecho Internacional. Anteriormente: Asesor Derecho Internacional y Experiencias Comparadas, Centro Internacional para la Justicia Transicional, ICTJ Bogotá
PhD in Advertising and Public Relations, Universidad de Barcelona. Master in Marketing and Corporate Communication, Universidad San Jorge. Bachelor's Degree in Advertising and Public Relations, Universidad San Jorge. Marketing Director at Artyplan
PhD en Economía, Universidad Complutense. PDD, Harvard University. MBA, Kellogg School of Management. Licenciatura en Dirección y Administración de Empresas, ICADE. Anteriormente: Director Global de Marketing, Comunicación y Relaciones Institucionales, Acciona. Director Joint Venture GS-Aguirre Newman Asset Management, Goldman Sachs. Director de Marketing, Coca Cola. Consultor, McKinsey & Company
PhD in Political Science, Autonomous University of Barcelona. University Lecturer at the Universidad Abat Oliba CEU Barcelona, & Research Consultant
Doctora en Economía de la Educación por el CEU. Directora de Calidad y desarrollo de Programas en ESIC, Postgrado donde imparte docencia y participa en proyectos de investigación académica
Doctorando en Economía aplicada a las Innovación y Comportamiento Organizacional en la nueva empresa. Licenciado en Filosofía, UCM. Especialista en Recursos Humanos, UAM. Actualmente: Responsable de Tecnología Académica en ESIC Business and Marketing School. Anteriormente: Coordinador académico de Master Internacionales en ESIC, IMBA, MIM y MITB. Director de Recursos Humanos en entorno multinacional tales como Stryker-Medical, MexxLizClaiborne o World Software Services, Arthur Andersen (actualmente Deloitte)
PDD, IESE Business School. Licenciatura en Periodismo, Universidad Francisco de Vitoria. Actualmente: Consultor de Comunicación y Formación en Oratoria. Anteriormente: Responsable del Área Digital de Europa Press
Master in Applied Economics, The American University. Bachelor Degree in Economics, Universidad de Buenos Aires. General Manager of Consulta Abierta. Former member of the Board at the IMF. Consultant with the World Bank, the European Commission and the IMF.