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Introduction to the Master Degree in Marketing Management

The Master’s in Marketing Management at ESIC University is a 100% English-taught programme designed for graduates and professionals who want to understand, design and lead contemporary marketing strategies in global and digitally connected markets. In an environment shaped by digital transformation, AI-driven decision-making, customer-centricity and international competition, the programme combines strategic marketing, branding, communications, analytics and business management into one integrated learning experience.

From market insights and strategic positioning to omnichannel activation, customer experience, and brand value creation, the MMM delivers a highly practical, internationally oriented learning experience, firmly rooted in current business realities.

Throughout the programme, students analyse how multinational corporations and fast-growing[CC1.1] SMEs design and implement marketing strategies across international markets. By combining strategic frameworks, analytical tools, and applied workshops, this programme enables participants to transform market insights into effective marketing and commercial decisions.

The programme integrates applied learning, real business challenges, digital marketing tools, AI applications and international exposure through a compulsory academic experience at SDA Bocconi School of Management focused on digital marketing and luxury brands. Students develop a global managerial mindset within a highly multicultural environment while strengthening analytical, creative and strategic capabilities.

Accredited by EFMD and AMBA, the programme offers a rigorous and internationally recognised learning experience at ESIC Business & Marketing School, one of Europe's leading specialised business schools in marketing and management.

Amba

 

You can also take this programme in Spanish or online.

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  • Work with AI using structured methodologies and critical thinking.
  • Enhance productivity across any business function.
  • Make informed decisions in automated environments.
  • Design practical, real-world AI-powered solutions.

Why ESIC?

The Master in Marketing Management (MMM) is a unique program designed to manage the international marketing and commercial environment, bridging the global business level with local market needs. It equips students with the strategies and tactics necessary for the customer-centric internationalisation of products and services, from both SMEs and large companies, in the face of today’s complex challenges of globalisation—digitisation, ethics, sustainability, increased competitiveness, and new business models.

Rankings

ESIC ACCREDITATIONS

More than 55 years of history means that we have institutional agreements and collaborations that recognise our quality as a business school. These are our accreditations:

AMBA

ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education

EFMD CEL

EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes

ANECA

Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia

AMBA

ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education

EFMD CEL

EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes

ANECA

Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia

LEARN MORE
¿Por qué estudiar?

Why should you study MARKETING MANAGEMENT?

Because it is a unique program to manage the international Marketing and Commercial environment from the global business level to local needs through implementing strategies and tactics for the customer-centric internationalization of products and services from SMEs and large companies facing the new complex challenges of globalization (digitization, ethics, sustainability, higher competitiveness, and new business models).

STUDENTS’ PROFILE: WHO IS THIS MASTER’S DEGREE IN MARKETING MANAGEMENT FOR?

The Master in Marketing Management is designed for recent graduates and young professionals who, like you, want to build their career in marketing, branding, account management, and business strategy, among other areas, developing the capabilities required to create value, drive growth and make an impact in increasingly international and customer-centric organisations.
The programme is designed for curious, ambitious and commercially minded individuals who are interested in understanding markets, consumer behaviour and how organisations build brands that succeed in competitive environments. Throughout the master's, you will develop a strategic perspective of marketing, combining analytical thinking, creativity and business acumen to transform opportunities into sustainable growth.
Delivered in a fully English-speaking and highly international environment, the programme allows you to learn alongside students from diverse academic and cultural backgrounds, preparing you to operate confidently across global markets and multicultural organisations.
This programme is particularly suitable for:

  • Recent graduates: looking to specialise in marketing management and build a solid foundation in strategic marketing, branding, customer experience and commercial decision-making.
  • Early-career professionals: seeking to accelerate their professional development, broaden their business perspective and gain the practical skills required to progress within marketing, communication, sales or business development functions.
  • Internationally oriented professionals: motivated by global business environments and interested in understanding how organisations design and implement marketing strategies across different markets, industries and customer segments.

Applicants typically come from backgrounds such as business, marketing, communication, advertising, economics, media, engineering, international relations, and related disciplines. What they share is not necessarily the same academic background, but a common ambition to understand how brands create value, build meaningful customer relationships, and drive business impact across both B2C and B2B markets.

As the programme is delivered entirely in English, candidates are required to provide an official B2 English certificate or higher (CEFR) as part of the admissions process.
 

Our students

Objectives Master Degree in Marketing Management

Throughout the programme, you will develop a strategic vision of digital marketing, focused on results and driven by data, while learning how to integrate Artificial Intelligence into decision-making processes to generate measurable business impact.

Understand ,  the core concepts, models and methods of marketing and brand management, as well as their application in business practice to address real-life issues.

Identify and manage key marketing-related variables to become integrated into corporate goals and short- and long-term strategies.

Design effective marketing and brand strategies that operate successfully in traditional, digitalized and hybrid business environments across different industries and sectors.

Produce, maintain and enhance competitive international marketing plans that contribute to business goals while placing customer-centricity at the core of decision-making.

Develop marketing-related KPIs, monitor their evolution, and use data-driven insights to support informed decision-making and agile corrective actions across local and international environments.

Apply ethical principles when making decisions related to marketing and brand management, while developing the communication, leadership and critical thinking skills required to influence stakeholders and lead organisations effectively.

PROGRAMME STRUCTURE AND LEARNING METHODOLOGY

ACADEMIC STRUCTURE

The master’s program combines updated courses with a Master’s Final Project which you will develop throughout the entire program. Each subject addresses key topics with a practical approach: workshops, challenges, digital projects, and the application of tools and strategies in real-world environments.

This module offers an in-depth look at the strategic planning and ethical frameworks essential for responsible business management. It examines the impact of digital technology on corporate operations and stresses the importance of financial knowledge for managerial decision-making within the evolving landscape of modern business.

  • Business strategy
  • Business Ethics & Sustainability
  • Digital Transformation
  • Finance for Management

The module enhances analytical and reflective skills, leadership communication, persuasive negotiation abilities, and the art of impactful storytelling and presentations. It aims to develop sharp reasoning, effective leadership dialogue and strategic deal-making.

  • Critical Thinking
  • Communication & Leadership
  • Negotiation

The module delves into understanding market dynamics, fostering creativity for innovative solutions, crafting strategic marketing approaches, and developing strong brand identities. It equips students with the tools to analyze consumer behavior, encourages novel thinking, aligns marketing with business goals, and focuses on building memorable brands.

  • Market Research
  • Innovation
  • Strategic Marketing
  • Branding

The module encompasses strategic development of marketing and sales initiatives, practical application through business simulations, management of global operations, and the oversight of commercial activities. It aims to integrate strategic sales planning with hands-on practice, broaden operational perspectives to a global scale, and refine the management of a business's commercial functions.

  • Marketing & Sales Planning
  • Business Simulation
  • International Operations
  • Commercial Management

The module focuses on crafting strategies for product positioning and pricing, creating effective communication and promotional plans, leveraging digital channels for inbound marketing, and integrating a seamless omnichannel approach for customer interactions. It aims to balance product value and cost, ensure message consistency across mediums, attract customers through digital content, and provide a unified brand experience across all platforms.

  • Product & Pricing Strategy
  • Communication Strategy & Promotion
  • Inbound & Digital Marketing
  • Omnichannel

The module targets the development of strategies to maintain strong customer relationships and deliver exceptional customer experiences, aiming to build loyalty and enhance satisfaction through focused relationship management and customer-centric experience design.

  • Customer Relationship Management
  • Customer Experience Management

Professional growth is embedded throughout the programme. As part of your learning journey, you will have access to:

  • Executive masterclasses
  • Industry workshops
  • Corporate events
  • Career development activities
  • Employability training
  • Networking opportunities

These initiatives allow you to personalise your professional development while expanding your network and strengthening your career prospects.

As the culmination of the programme, you will develop a comprehensive international marketing plan that allows you to apply everything you have learned throughout the master’s.

You will integrate consumer insights, marketing strategy, brand communications and data to solve a real business challenge, demonstrating your ability to design, execute and lead initiatives that generate measurable business impact.

TESTIMONIALS

CURRICULAR ACTIVITIES

Discover the Hands-On Side of This Master’s Programme

In addition to the core academic modules, the programme includes a series of short, practice-oriented labs focused on the tools and operational capabilities used by modern marketing and sales teams. Each lab is designed as a highly practical workshop, allowing students to experiment with real tools and frameworks used in professional environments.

The Applied Marketing & Commercial Skills Lab includes a set of hands-on workshops designed to expose students to key tools and practices used in modern marketing and sales organisations (topics may vary each year):

  • Marketing & Sales Simulator: Experience real-world business decision-making through competitive simulations that integrate marketing, finance, operations and strategy. 
  • Customer Behaviour: Understand the psychological, social and behavioural factors that influence customer decisions and purchasing journeys. 
  • Customer Insights: Learn how to collect, interpret and transform customer data into actionable insights that support marketing strategy and innovation. 
  • Marketing Analytics and Performance Measurement (OKRs): Develop dashboards, KPIs and Objectives & Key Results (OKRs) to monitor marketing performance and support data-driven decision-making. 
  • Project Management: Apply project management methodologies and collaborative tools to plan, coordinate and deliver marketing initiatives effectively. 
  • B2B and Key Account Management: Understand the dynamics of business markets and learn how to build, manage and grow strategic customer relationships. 
  • Digital Marketing Operations and Automation: Gain practical experience with marketing technologies, campaign execution and automation workflows across digital channels. 
  • E-commerce Strategy: Explore the key drivers of online business, digital sales strategies and customer experience in e-commerce environments. 
  • Storytelling: Strengthen executive communication skills by learning to structure persuasive messages, deliver impactful presentations and use storytelling to influence audiences. 
  • Crisis Management: Develop communication and decision-making skills to prepare for, respond to and recover from organisational and reputational crises.

Throughout the Master’s in Marketing Management (MMM), students work in teams on applied projects that simulate real managerial challenges. These assignments allow participants to apply marketing frameworks to concrete business situations, strengthening their analytical, strategic and presentation skills. 

Examples of group projects include: 

  • Strategic Management: preparation of a strategic report for an Italian fashion company, analysing its competitive position and growth options. 
  • Marketing Strategy & Brand Management: development of a market entry and brand strategy for a company launching a new energy drink concept in the European functional beverage market. 
  • Go-to-Market: design of a launch strategy and 360º integrated marketing communications for a new pop group brand (K-pop–style boy band), including target audience, positioning and communication plan, including target audience, positioning and communication plan. 
  • Customer Centricity: creation of a customer experience improvement project for a B2B company, based on customer journey analysis. 

These projects culminate in professional presentations where teams defend their strategic recommendations, closely mirroring real consulting and corporate decision-making processes through a role-play methodology.
 

TOOLS YOU WILL LEARN

The program also contains activities and workshops on the latest hands-on training in marketing tools, such as:

  • Win-to-Win Simulator: You will work with a Marketing Simulator featuring 250+ variables to test decision-making, strategy execution, and team alignment under real market conditions.
  • Power BI: You will acquire hands-on skills to visualise, analyse, and report marketing data using Power BI—one of the most widely used tools in digital marketing.
  • Market Research Tools: You will implement practical research techniques using digital tools to design, execute, and analyse studies with quantitative and qualitative methodologies.
  • Marketing Automation: You will explore how automation platforms streamline marketing actions such as email flows, segmentation, lead nurturing, and campaign tracking.

FACULTY AND GUEST SPEAKERS

*Faculty and guest speakers are subject to change.

Employability and networking

Boost your career with the support of ESIC’s Professional Development Unit (PDU)
The PDU supports you at every stage of your journey—both as a student and later as part of our Alumni community. The Employability area manages nearly 4,000 internship offers and over 2,000 job opportunities each year, with a global employability rate of 95%. It offers access to an exclusive job portal, international job platforms, and organises recruitment activities, career fairs, and employability training.

👉 Remember: your professional success will also depend on your initiative in identifying opportunities and your engagement throughout the process.

Learn more about ESIC’s Employability, Entrepreneurship Services and Alumni here.

95.2%

of our MMM students are employed within the first year after completing the programme.

+2,000

students receive career guidance each year from our Professional Development Unit

+3,200

partner companies collaborate annually in talent recruitment

+4,000

internship opportunities are managed annually by the Unit across our campuses

+1,800

job opportunities are available each year through our employability porta

CAREER OPPORTUNITIES OF THE MASTER´S DEGREE IN MARKETING MANAGEMENT

Upon completing the program in marketing management, you will be equipped to take on a wide range of roles across marketing, commercial, and consulting areas in any industry. Your career path will depend on your entry profile and professional development goals. Typical positions include:

  • Key Account Manager
  • Product or Brand Manager
  • Trade Marketing Manager
  • Customer Experience Manager
  • Sales Manager or Business Development Manager
  • Marketing Director
  • Chief Communication Officer
  • Chief Marketing Officer

You will be prepared to work in multinational companies, agencies, start-ups, or consulting firms, managing strategic and operational marketing initiatives with a global-local perspective.

WHERE DO OUR STUDENTS WORK?

Curricular International Experience

📅 Duration: 1 week (intensive program in Milan)

You can take part in an obligatory international experience that complements your training with an immersion in the world of international business. Explore new cultures while gaining practical knowledge and building a global network. Transform your learning and open doors to unique personal and professional opportunities.

Vídeo>

Bocconi University, Milan

Immerse yourself in the future of digital marketing at Bocconi University, Europe's epicenter of innovation. Spend an intensive week in Milan, where you'll blend theory and practice with industry experts, enhancing your analytical, strategic, and creative skills. Tackle real-world challenges and put your knowledge to the test by solving a high-level digital challenge. Expand your professional network, embrace cutting-edge innovation, and embark on a transformative journey at one of the world's most prestigious universities. Bocconi and Milan are waiting for you!

Bocconi University

Theme: Digital Marketing – from theory to real-world application

What’s included?

  • Expert-led completion from Bocconi University

What’s not included?

  • Flights & accommodation
  • Meals & personal expenses

Location: Bocconi University, Milan

Questions? Contact us:  oficina.internacional@esic.edu

An exclusive opportunity to level up your digital marketing expertise in a world-class setting!

Extension programme

📅 Duration: 3 to 12 months (minimum 12 credits)

Broaden your academic and professional horizons with the Extension Programme — a unique opportunity for international specialisation.

Designed to complement your studies, this programme allows you to choose subjects and courses from an exclusive portfolio of over 60 partner universities across Europe, Asia, and the Americas.

You’ll be able to customise your learning experience with courses aligned to your career goals and gain key knowledge for your professional future. Upon completion, you'll receive an official certificate listing your subjects and accredited credits, validating your global experience — with no academic cost, as ESIC covers it through bilateral agreements.

Take your education to the next level and stand out in a world without borders!

What’s included?

  • On-campus university classes
  • Assessment and academic monitoring
  • Certificate of completion, transcript, and credit accreditation

What’s not included?

  • Flights
  • Accommodation
  • Meals

Questions? Get in touch with us: oficina.internacional@esic.edu

If you want to see all the universities with detailed information, here it is.​

DOWNLOAD EXTENSION PROGRAMME

CAMPUS, PRICES AND FORMATS

Madrid

Our Master’s Degree in Marketing Management in Madrid is taught at ESIC Business & Marketing School campus. Our campus in Madrid was inaugurated in 2021 and has 36 classrooms, an auditorium for 300 people, 16 work rooms, 5 meeting points, gym, a mindfulness room, cafeteria and much more. Our classrooms are full of students from our master's and postgraduate programs specializing in marketing, management, and technology. The campus is the place to network, work on your ideas and learn. But, above all, it is the perfect place to live the present and build the future.
 

Campus in Madrid

Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid

Phone +34 91 452 41 00

View on Google Maps

Intakes and prices

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Duration: October 2026 - November 2027
Tuition Fee: € 24.600
Format: Full time
Shedule: Monday to Thursday 16:00 a 21:00

ADMISSION PROCESS

We accompany you throughout the whole process, guiding and advising you so that you choose the best option for your professional career. These are the steps to follow:​

SCHOLARSHIPS AND STUDY GRANTS

We currently offer a range of scholarships and financing agreements to help support your future.​

We do not want economic issues to be an obstacle for you to reach your objectives and ensure training with a future. Therefore, we present you with a wide range of possibilities that will help you in this sense, both the Scholarship Plan that we have developed at ESIC, as well as those that are available to you from different public and private organisations. The scholarships and grants available are as follows:

  • Early enrolment grants
  • Diversity grants
  • Expiga grants
  • Women and Leadership grant
LEARN MORE ABOUT SCHOLARSHIPS

ESIC has financing agreements with certain banks with preferential conditions for students enrolled in any of its programmes, as long as you have a bank account in Spain. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your degree.

If you live outside one of the cities where ESIC has a campus and you are looking for accommodation, we recommend a series of companies and residences dedicated to student accommodation. Find the one that best suits your needs.

MORE INFORMATION
flywire

ESIC has partnered with Flywire to accept payments from international students worldwide. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. Real-time tracking and multilingual support are available around the clock.

LEARN MORE ABOUT FLYWARE

OTHER PROGRAMMES THAT MAY INTEREST YOU

FREQUENTLY ASKED QUESTIONS

Study grants will be communicated to you during the selection process. Our grants are adapted to each profile and to the date on which the enrolment is completed. In addition, you can find information about the scholarships we offer at ESIC as well as those provided by other public and private organisations.

Yes, there is a mandatory attendance percentage in the on‑campus Master’s programmes. However, you may have a small percentage of unjustified absences.

The Master in Marketing Management (MMM) develops a strong applied, data-driven mindset, enabling students to work confidently with analytical and decision‑making tools commonly used in marketing and commercial environments. Throughout the programme, students learn to interpret market data, analyse performance indicators, and transform insights into strategic and go‑to‑market decisions, applying these skills in real business cases and projects.

While the programme does not focus on tool certification, graduates achieve a professional working proficiency that allows them to understand, collaborate with, and effectively use platforms such as BI and CRM tools in real organisational contexts, always from a strategic marketing and management perspective.

Internships are not a mandatory curricular requirement of the MMM. However, the programme strongly supports professional development and employability through access to internships during the master, a dynamic Job Board, and ESIC’s Career & Professional Development services.

As the Master in Marketing Management is fully delivered in English, all candidates are required to provide an official English language certificate as part of the admission process.

ESIC accepts internationally recognised English certifications, ensuring that students can successfully follow the academic content and participate in a highly international learning environment. Specific certificate types and minimum score requirements are assessed during the admissions process.

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