Management approach
The programme is an introduction to the essential aspects of management, giving participants a manager’s view of marketing.

• Strategic Management
• Financial Management for Marketing
• Supply Chain Management
• Information Systems


Instrumental approach
The aim of the programme is to provide greater insight into the instrumental resources that marketing and commercialisation managers often have to handle when analysing the different dimensions that affect their day-to-day decision-taking. Consumer behaviour analysis techniques, applied information systems and statistics are essential tools that must be mastered in order to analyse the setting and trends in each sector.

• Consumer Behaviour
• Information Systems for Marketing
• Statistics for Marketing

Specific approach
The subjects in this unit study marketing and commercialisation principles in depth. This provides not only the criteria most relevant to decision-taking but also the knowledge required for integrating and adapting to new circumstances in the company setting.

• Core Marketing
• Corporate Marketing Communication
• Commercialisation Strategies and Sales Management
• Retail Marketing: Point of Sale Experiences
• Trade & Category Management
• Brand Management
• Marketing Business Simulation

Specialisation approach
This unit takes a look at the most relevant areas of application starting with the logical inter-relationship between the main approach and its most innovative, specific adaptations. In order to promote networking between the different ESADE programmes in Barcelona, some of the subjects in this phase may be carried out in conjunction with participants on the part-time MBA specialising in marketing.

• International Marketing
• Relational Marketing
• The Marketing of Services