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Master in Marketing Management

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).

The MMM is designed to give you a deep understanding of the drivers of marketing and commercial globalization, the internationalization of strategies and tactics, and how the global environment must be managed considering local needs to gain competitiveness in new complex scenarios with disruptive and innovative business models. 

The program also contains activities and workshops on the latest hands-on training in marketing tools, such as PowerBI, Salesforce, Marketing & Sales simulators, and Digital Platforms for Marketing Excellence and Best Practices. It also includes a curricular Business Study Tour at Bocconi University in Milan for a business immersion.

Once you complete the program, you will obtain the Master Degree in Marketing Management from ESIC University.

Internationally accredited by AMBA and EFMD

  11 months
  • Part Time
  • Part Time
  Master degree from ESIC University


  • Madrid
  • Barcelona




  60 credits ECTS


Business Study Tour

The program includes a one-week Business Study Tour (BST) at Bocconi University in Milan, where you can immerse yourself in a specialized course on Professional Digital Marketing Challenge, in an international environment

Where it is taught?

Master in Marketing Management [MMM] in 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.


ESIC Campus in Madrid

Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid
View on Google Maps


91 452 41 00

Modality: Presencial

Duration: 12 months

Language: English


Octubre 2024

Master in Marketing Management [MMM] in Barcelona

Our Master’s Degree in Marketing in Barcelona is taught at ESIC Business & Marketing School campus in Barcelona. Our campus offers master's and postgraduate courses specialising in management, marketing, digital business, technology, international business and communication and advertising. Every year, ESIC Barcelona welcomes more than 700 national and international students who want to become the best version of themselves professionally.


ESIC Campus in Barcelona

Carrer de Marià Cubí, 124 / Passeig de Santa Eulàlia, 2 | 08021 Barcelona
View on Google Maps


93 414 44 44

Modality: Presencial

Duration: 12 months

Language: English


Octubre 2024

¿Por qué estudiar?


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).

Why in ESIC?

At ESIC we know that the best way to learn is by doing. Therefore, our programme is designed based on tools, workshops, real cases and the use of licences so that you can access the labour market with the best possible preparation. Our MMM stands out for:


We are proud of the national and international recognition of our programs. We are even prouder of the people who make ESIC one of the best institutions in the world. The quality of the teaching staff, employees and, above all, our students’ and alumni’s desire to excel, make ESIC and our Master´s Degree in Marketing Management stand out with the following recognitions:


This program is specifically designed for young professionals from Business Administration, Marketing, and Sales areas, aiming to work in an international marketing and commercial environment that includes the latest innovations and business models.

Recently graduated students or those with no marketing background are accepted according to their academic record, commitment, exposition, and candidature defense during the interview phases. These students will be warned about taking a supplementary learning preparation either before joining the program or during the courses (The program director and professors will guide these students).


Objectives Master Degree in Marketing Management from ESIC University [MMM]


Understand and master core concepts and methods in the marketing discipline and their application in business practice.


Integrate, apply, and critically evaluate core concepts and marketing tools to develop innovative strategies to address current and emerging business problems, evaluate key analytical methods to solve them, and develop a holistic/cross-functional view of organizations/companies and their value-creation process.


Design effective marketing plans, function effectively within highly digitalized and global business contexts, and operate swiftly across different industries and sectors.


Critically assess marketing aspects and the teams’ performance and propose strategies for improvement, developing the skills to operate in different social and cultural environments.


Frame marketing business activities and decisions in ethical and human values and corporate social responsibility, recognizing their role in business and developing action plans demonstrating awareness of broader trends.


Communicate effectively across different settings with all marketing stakeholders, demonstrating appropriate written communication, effective presentation and interpersonal skills, and the drive to work independently or head a team.


MMM is structured in three modules, a Business Study Tour, and a group final project that must be presented before a tribunal:

In this module you will learn how to develop a new, competitive strategic vision to make ethical and unsustainable decisions associated with where and how to compete, who are the most valuable segments and targets according to your strategy and objectives, what business model you must implement and how to work positioning to capture and generate value. This module will be supported by several pillars such as innovation, digitization, methodologies, and hands-on training tools, the expertise of an outstanding faculty team -where 100% of professors are working in several sectors in executive management positions- and the use of data and Artificial Intelligence with a clear focus on the sustainability and profitability of the strategic plan proposed.

  • Business strategy
  • Business ethics & sustainability
  • Innovation & Design Thinking
  • Digital Transformation 
  • Market Research
  • Finance
  • Strategic Marketing
  • Branding

It is essential to acquire and professionally develop several executive, managerial skills to grow and move into executive and leadership positions. These skills will determine the best candidate in any recruitment process or internal promotion. They also are the most demanded from companies no matter the company size or the sector they work in. The courses and workshops in this module are taught throughout the program so you may put the competences developed along the journey into practice with your classmates, professors, or in your companies.

  • Leadership & Communication
  • Critical Thinking
  • Negotiation
  • Storytelling & Presentation tools/techniques

In this module you will learn how to identify, create, and put the required plans to generate value into motion, following the strategy designed during the first module. Starting with the definition of the marketing and sales plan, it will comprise international operations for market entry, forecasts, quantification of commercial objectives supported by plans and decisions about products, services, pricing, customer experience, tools and techniques for its management, channel, communications, demand-generating actions, including the salesforce management and the business level of digitization. All together to guarantee a successful execution of the plan. 

  • Marketing and Sales Planning
  • International Operations Management
  • Commercial Management
  • Product
  • Pricing
  • Customer Relationship Management
  • Customer Experience Management
  • Communication Strategy & Promotion
  • Inbound & Digital Marketing
  • Omnichannel

Students will go on a curricular Business Study Tour at Bocconi University in Milan, where the students will immerse in business realities for one week, with a final assessment at the end of the stay. The tuition fee for this international module is included in the price of the master (travel cost and accommodation included but not the meals and further transportation during the stay).

The Group Final Project will let you demonstrate all the competences needed you have acquired throughout the program to produce an original Marketing and Sales plan, working in groups, guided by an expert professor along the process. Moreover, you must demonstrate before a Tribunal that you have also developed the key competences to carry out an accurate analysis, make precise, efficient, and effective decisions through the right selection of segments and targets, delivering the most appropriate communications through the right channels to optimize resources, maximize impacts and increase profitability, which help you defend your project professionally

*Academic Structure subject to change. All programs are FACE-TO-FACE but Business Reality Webinars may be held outside of class hours.


  • Win-to-Win Simulator: a decision-making Marketing Simulator with up to 250 variables.
  • Project Management: practical implementation/usage of Project Management Software.
  • Startup creation: the entrepreneurial journey and critical elements to create a startup.
  • Power BI: a practical approach for one of the more frequent marketing tools.
  • Market Research tools: as an extension of the Marketing Research tools to implement different methodologies.
  • OKR Methodology: a practical tool to drive alignment, performance, and results in growth high-performance, engaging everyone at the company around measurable goals.
  • Marketing Automation: how technology enables companies to carry out marketing activities automatically.
  • E-commerce: the key elements for practically implementing this channel within your marketing plan.

You will have two different assessments throughout the program, Individual and Group assessments. Beyond this, some subjects will have a joint evaluation where the subjects involved will share the same real case study, context, and relevant data for you to sort out the complexity of the scenario, analyze the critical elements for every subject in the joint challenge, providing effective and efficient solutions and proposing a final set of recommendations according to the corresponding questions associated to every single subject evaluated jointly.

Eventually, you will have 4 Groups Assessments (see below) apart from the Final Master Project (Group Marketing plan). 
Courses per real case study:

  • Group Case study 1: Business Strategy, Finance, Digital Metamorphosis, and Strategic Marketing
  • Group Case study 2: Marketing & Sales planning, and Commercial Management
  • Group Case study 3: Product & Price, and Communication Strategy & Promotion
  • Group Case study 4: Customer Experience and Inbound & Digital Marketing
  • Group Final Project: it will consist of a Group Marketing Plan to launch a product or service from one country to another (both countries cannot belong to the EU)

At the end of each subject, students will work on the part of the Case that corresponds to that subject. Finally, the complete work will be presented in an executive way before a panel of experts assessing the entire real case study and giving practical feedback to the Group.

Real case study are real cases presented by experts in the case sector, with a real common briefing for all the subjects that make up the group assessment. That briefing will be introduced by the professors involved in that assessment, who teach the corresponding subjects of that Life case, having the students take between 3 and 6 weeks to execute it, depending on the length of the subjects. 

The assessment will consist of the following Academic and Executive aspects:

  • Theory and understanding
  • Analysis and Evaluation
  • Conclusions and Recommendations
  • Style and Structure
  • Communication and Professional presentation skills




It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally. On your journey of personal transformation, you will interact with five pillars of support, which will underpin your learning experience: 

  • Business reality, brought into the classroom through case studies and practical activities.
  • The Soft Skills that are fundamental for your personal and professional development.
  • An expert teaching and business faculty.
  • A heterogeneous community of national and international students.
  • All the different areas and services that ESIC puts at your disposal.



The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the centre of the learning process and guides you towards academic excellence. The aim is for you to acquire skills through the practical application of knowledge and tools.

The resources you will have at your disposal are:

  •   Asynchronous support materials, videos, readings, etc.
  •   Self-assessment.
  •   Tutored application and feedback.
  •   Practical and experiential activities.
  •   Assessment system that combines demonstration of individual and group achievements.
  •   Tutored final project.



A wide range of positions applies to those taking the MMM within the Marketing and Commercial fields, including agencies and consulting firms in any sector. It is subject to the entry profile and career development plan: KAM, Product Manager, Brand Manager, Trade Marketing Manager, Sales Manager, Customer Experience Manager, Business Development Manager, and executive positions like BDD, Marketing Director, CCO, CMO…

Competences acquired during the program:

  • Strategic and operational vision for Markets, Customers, Data, and Technology in both directions, global-local and local-global.
  • Teamwork and personal knowledge.
  • Marketing and Sales plan development.
  • Marketing and Sales tools, including digital elements.  
  • Data/Fact-driven decision-making in the current Go-to-Market.
  • Value creation analysis to Maximize impacts, Optimize Resources, and Increase Growth.
  • Managerial skills for leadership, communication, and negotiation.




ESIC's Professional Development Unit is made up of a team of professionals dedicated to promoting your professional career, whether you are studying in the classroom or as an Alumni. You can count on the UDP if you need to enter the world of work, as they have their own employment site, although they also collaborate with international sites, fairs and career events.

With almost 4,000 work placement offers and more than 2,000 job offers, the UDP has an overall employability rate of 95% for students in the Marketing and Sales area and 100% in the communication area, among others.


In the master's degree program, you will be in constant contact with working professionals from pioneering companies, either through workshops or interventions in the program. In addition, if you are looking to complete your training with internships, ESIC offers the possibility of contacting top companies in the sector. Among them we highlight:



You will participate in a Business Study Tour (BST), which consists of an intensive one-week immersion in the heart of Milan at the prestigious Bocconi University. Here, the future of digital marketing becomes your present. This academic-professional experience will enhance your understanding of digital marketing, complement your practical and analytical skills, and expand your professional network.

It’s an experience designed to provide you with consistent elements of digital marketing, from theory to practical application, preparing you to tackle real-world challenges in the digital marketing arena. At the end of your stay, you’ll engage in solving a specific digital challenge. Bocconi University and Milan await you to embark on this transformative journey.

*In the unlikely event that this destination is unavailable due to circumstances beyond our control, we will make every effort to offer a suitable alternative. Spaces are subject to availability. The BST program is conducted entirely in English. Additional fees apply. Departure from: Madrid/Barcelona. The program price includes Business Study Tour instruction, accommodation, and transfers exclusively from Madrid/Barcelona.


In ESIC we also talk about figures, and these are what define us:



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:


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:


  1. You request information through our form.
  2. An advisor will contact you in the following 24-48 hours.
  3. You have a first contact call and a consultancy meeting is convened for questions and doubts.
  4. You have a second call where all your doubts are solved, and you are guided in everything you need. 


  1. If the programme meets your needs, you proceed to apply. 
  2. Prepare the necessary documentation (such as university degree or certificates). 
  3. Conduct a personal and professional essay.
  4. You hand in all documentation.


  1. Once the documentation is approved, you are scheduled for an interview with the program director. 
  2. At this interview, you will be able to discuss any specifics you want to know about the program, as well as any questions you may have. 


  1. After the interview, your advisor will contact you within 24-48 hours to notify you if you have been accepted into the program.
  2. Once you have been accepted, you have about 5 days to formalise your enrolment.
  3. Once the enrolment is complete, you will be given all your access (virtual classroom, e-mail...).
  4. Of course, our last step is always to congratulate you and to wish you the best for your studies.


The information request, as well as your application is completely free. Once you have been accepted, you have a deadline to make the registration payment. This amount will be deducted from the final price of the program.

PRICE OF Master Degree in Marketing Management from ESIC University [MMM] IN madrid

Final price intake : 10/2024 € 24.000

PRICE OF Master Degree in Marketing Management from ESIC University [MMM] IN barcelona

Final price intake : 10/2024 € 24.000


We do not want economic issues to be an obstacle for you to reach your objectives and ensure a 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:

  • • In-house scholarships
  • • National scholarships
  • • International scholarships
  • • Mobility grants for international internships
  • • Insurance and financial aid
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inversion FINANCING

ESIC has financing agreements with certain banks with preferential conditions for students enrolled in any of the school's programs. 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.

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At ESIC we want every step you take to bring you closer and closer to the future you are building. Get a head start and access our PLAN IMPULSE:

  • INNOVATION. Totally free access to 3 Workshops on AI applied to business.
  • LANGUAGES. Free online course in the language of your choice.
  • CERTIFICATIONS. Special conditions with ESIC Idiomas.

Benefit from our IMPULSA PLAN if you enroll before 31 March 2024 for the April call and 30 June 2024 for the October call.


ESIC has partnered with the Flywire platform so that you can pay your enrolment fees securely and conveniently.

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Study grants will be communicated to you during the selection process. Our grants are adapted to each profile and date of enrolment. In addition, you can find out about the grants that ESIC offers as well as those offered by other public and private organisations.

Yes, there is a percentage of compulsory attendance in the face-to-face masters. However, you may have a small percentage of unjustified absences.





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