Máster Universitario en Management [MIM] en Madrid

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

  The traditional economic model macro-micro has changed on an important scale due to two strong factors. On one hand, the fourth industrial revolution associated with digitalization, robotics, and artificial intelligence has caused a major 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, the aging of the population all of which, in consequence, will provoke new important changes in the economy such as the new monetary policies. (Quantitative easing).

• 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 marketing plan, integrating everything related to the digital world.

• SME & Globalization

  The course develops a full methodology of how a Family Business or a Small/Middle size Enterprise face globalization and how a strategic internationalization plan should be structured, as well as the means, to improve its competitive position. It discusses various tools for studying both the internal characteristics of SMEs and their external environment. When studying the activities of companies, such as their possibilities and shortcomings, resources and capabilities, core competencies, structure, and strategic plans, we will examine their leadership and internal control, in the SME and family business context. In the external analysis, the social, economic, and institutional context, competitor’s strategies, and evolution will be explored.

• Market research

  This discipline is defined as the function that connects consumers with vendors through the analysis of data. It captures individuals’ behavior understanding before consumption stimuli. This analysis helps define the impact of consumer behavior within the business decision making process. Market research has become a pivotal area to build robust and meaningful marketing propositions. It contributes to analyzing consumers from a scientific standpoint to determine the drivers of their needs, which, in turn, has a significant impact on the improvement of the firms’ long-term relationship with them.

• Marketing mix

  The marketing mix module will offer students tools and approaches to define customer targets and to identify their needs, to develop appropriate marketing strategies and ensure the effective use of resources as well as the profitability of marketing campaigns.

• Global market

  The global market 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 the sharing of experiences and first-hand insights between guests and participants.

• International operations

  Operations are a key part of any activity. The way to deliver value across the supply chain represents the last milestone. From transportation modes and warehousing to stock control and logistics operations, from the manufacturing to the customs or the last-mile delivery, any part is linked one to the other. The complete operational process is described in this module.

• International finance

  The objective of this unit is to understand the challenges that international companies face from the perspective of international finance, especially in trade operations, working capital management, and international banking relations. Companies need to operate with financial intermediaries- and it is key that banks work with them in an efficient way. This dual perspective will highlight the risks in operating in the international arena with other companies and different types of banks in the changing and volatile international financial markets.

• Global supply chain

  Logistics, communications, transportation and logistics, international trade and its management is one of the oldest and most intuitive of mercantile activities. Today, this industry is undergoing rapid and revolutionary change due to two main relevant points such as globalization and the irruption of the internet, the innovative technologies changes and, therefore, the new retail and e-commerce paradigms.