Master in Marketing Management [MIM]

Category subjects

• 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.

• Omnichannels

  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.