Program for Marketing and Sales Management - DMV

“Although they used to be separate in some organisations, nowadays no one doubts that the marketing and sales areas must work together to design strategies that succeed in the market. Today’s leading companies became leaders by applying, among other things, a common vision for marketing and sales.

Professionals working in marketing or sales are increasingly called upon to move seamlessly between the two areas, and to apply their management skills to become leaders who transform their organisations in order to ensure present and future success.

Marketing and sales, sales and marketing. These are two key areas in any company aiming to be market-oriented. They are the only way to compete successfully today, and will be even more so in the future, regardless of the economic climate.” 
 
This programme is divided into two sections designed not only to consolidate and enhance students’ careers in the commercial area but also to prepare them for their future as executives.

 

Program for Marketing and Sales Management 

Program in Marketing Management PMM	Program in Sales Management PSM

 

The Programme in Marketing Management (PMM) aims to answer questions such as:

• How can companies achieve a greater, and better, market orientation?
   
• How can marketing executives identify opportunities, threats and changes in the competitive environment, and take steps to address these issues in the market, in marketing channels and with regard to the competition?
   
• What are the keys to defining a successful marketing strategy?
   
• What tools does the marketing process make available to companies? How should these tools be used?
   
• How should marketing activities be planned? What criteria should be used to put these activities into practice? How can we learn from them in order to improve future results?

The Programme in Sales Management (PSM) complements executives’ training by providing a specific, broad and in-depth vision of sales management and of the role of the sales director as the leader in this area.

• How can our company achieve a greater, and better, market and customer orientation?
   
• What are the keys to developing, leading and executing the most appropriate sales strategies to succeed in the market?
   
• How can organisations and sales teams be inspired, transformed and led in times of change?
   
• What are the guidelines for establishing the right programmes to recruit, train, encourage, monitor and develop a sales force?
   
• What methodologies and tools are available in the sales area to implement strategies effectively and efficiently?
   
• What is the current status of my sales organisation and what aspects of it should be enhanced?
  

Programme for Marketing Management (PMM)

CONTEXT

• Market orientation as a business philosophy.
• Fitting market orientation with company policy.
• The business situation and environment. Identifying and understanding drivers of change.

ANALYSIS AND DIAGNOSIS

• Culture of the analysis-action relationship.
• Support information systems.
• Models for understanding customers.
• The final diagnosis as support for marketing management.

STRATEGY FORMULATION I

• Decisions in:
- Segmentation strategy.
- Competitive positioning.
- Brand architecture and value.

STRATEGY FORMULATION II

• Product and service strategy.
• Pricing strategies.
• Distribution and channels.
• Sales management.
• Communication plan.

IMPLEMENTATION AND MONITORING OF RESULTS

• The marketing plan, its execution, and monitoring of activities.
• Understanding financial tools and management control.
• Organisation and implementation of marketing efforts.

CHALLENGES AND INNOVATION

• New competitive models.
• Innovation as a constant challenge.
• Impact of ICTs.
• Digital marketing.

Programme for Sales Management (PSM)

CHANNEL MANAGEMENT AND GO-TO-MARKET STRATEGY

• Necessary connection and coherence between the definition of a marketing strategy and its derivation into a go-to-market strategy.
• Key aspects of distribution-channel management and the exploration of the various options that companies are faced with.

SALES STRATEGY

• Determination of a business strategy: customer segmentation strategy and sales model. Analysis of the connection between segmentation and the other components of the sales strategy.
• Design of a value proposal for customers. Determination of commercial offers for different customers or customer segments.

COMMERCIAL ORGANISATION

• Design of the commercial structure best able to implement the sales strategy.
• Determination of the optimal size of the sales network and the balancing of sales regions.

COMMERCIAL PLANNING AND KEY CUSTOMER MANAGEMENT

• Design of a sales plan and the corresponding sales policies.
• Key account management (KAM): principles, organisation and development of policies for key customers.
• Trade marketing and category management.
• Strategies for collaboration with customers.

SALES TEAM MANAGEMENT

• Policies on recruitment, training and preparation.
• Establishing objectives and compensation plans.
• Information systems for sales.
• Leadership and change management for teams.

Programme for Marketing Management (PMM)

This updating programme is designed for executives and professionals with extensive experience in any company, sector or department who want to optimise their market-orientation methods and improve their management and planning of marketing and sales policies.

Programme for Sales Management (PSM)

Entrepreneurs, executives and professionals with solid experience in any type of company and sector, whether consumer-goods, industry or services, who want to update their knowledge of sales management and develop their skills as the leaders of sales teams.
 

ESADE’s teaching methodology is based on a combination of various tools designed to encourage executives to undertake an active learning process and a work method that assists executives in the decision-making process. A variety of methodologies are used in order to maximise the benefit that participants take away from the programme in terms of both knowledge transmitted and training in business development.

IN-CLASS TRAINING
In dynamic face-to-face sessions, participants have the opportunity to present and discuss the concepts introduced by faculty members. In addition, participants are invited to share their experiences through teamwork activities that help foster aspects that are critical to becoming a successful executive.

MANAGING DIRECTOR FORUM (PMM)
As part of the PMM, leading business executives are invited to give presentations on current-affairs topics and their own experiences and then engage in an open debate with students. These sessions allow students to share their concerns as executives with major figures from the business world.

BLENDED LEARNING (PSM)
In parallel with in-class training, PSM students engage in additional activities using an online tool that complements the knowledge and concepts covered by the faculty members, resulting in a more complete educational experience. With a minimum of two face-to-face sessions, the students’ work is strengthened by means of this platform.
 

Program Director Barcelona

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Barcelona