Program in Marketing Management - PMM

The Programme for Marketing Management aims to answer various questions that are very relevant in today's world, 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 marketing tools are available to companies? How should they be used?
   
• How should marketing activities be planned? What criteria should be used to put these activities into practice? How should their results be analysed? How can we learn from them in order to improve future results?

This 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.

Students in this course are usually executives with more than eight years of experience in decision-making positions in the sales and/or marketing areas, or executives from any other functional area who are interested in better understanding their client's needs and improving their company's response to these needs.

Participants incorporate knowledge of the latest marketing tools into organizational management, achieving a better marketing orientation and decisively influencing results.

They develop and understand communications and new technology tools and strengthen their ability to influence market relationships by mastering leadership capabilities.

ESADE's educational method is based on a range of tools designed to encourage an active learning process and a work method that aids the decision-making process. Over the years, ESADE has found that this method provides the best results in business-management education.

Dynamic learning

Classroom training involves participatory sessions in which the students discuss and debate key concepts related to the management and design of company-development strategies.

Managing Director Forum

The programme is enriched by the participation and experience of noteworthy business executives who give presentations on current-affairs topics followed by open debates. These sessions allow students to share their concerns as executives with major figures from the business world.

Individual and group work

The programme's high level of quality requires that students complete rigorous academic projects both individually and in groups.

Student portal

This portal is a tool that helps students keep up with the programme by downloading course materials, sending (and receiving) messages to faculty or other students, and visiting various information sources that allow them to get more out of the programme. Ongoing use of the portal is essential to achieving dynamic interaction between the students, the faculty and the institution.

Program Director Barcelona

see CV

Barcelona

“Nuestro entorno actual, cada vez más competitivo y con expectativas de endurecerse, implica que realizar un programa como el PMMde ESADE no sea una recomendación sino una obligación. Gracias al PMM he conseguido una visión global del Marketing, más allá de mi sector o departamento. El alto nivel de los ponentes ha convertido cada una de las sesiones en una “master-class”, que indudablemente me ayudarán a mí como profesional pero también a mi empresa a afrontar el futuro con mayores garantías de éxito.”

David Birosta  - Client Manager - Kantar World Panel
 

“Con el PMM he ordenado y estructurado conceptos que antes aplicaba por sentido común y por experiencia. Ahora cada decisión que tomo sé que está relacionada con los conocimientos adquiridos y apoyada por argumentos mucho más consistentes y por tanto convincentes. Como directora de marketing de una empresa internacional, la experiencia del programa me permite aportar con seguridad nuevas ideas, incluso más allá de mis responsabilidades. Recomiendo el PMM a todos aquellos que quieren consolidar sus conocimientos de marketing y promocionarse dentro de la empresa.”

Eva Blanco de Alba - Directora Marketing y Comunicación - Figueras International Skating

“Tras el PMM soy capaz de planificar de modo más estratégico, pensar qué quiere ser la empresa de mayor y con qué partners quiere avanzar. Ahora pienso más como empresa que antes y voy más encaminada a la búsqueda de la rentabilidad. El equipo humano que hay detrás del PMM destaca por por su organización y la calidad de los ponentes: con arranque, empuje, conocimientos, miras globales y experiencia.”

Kirsten Martínez - Jefe Marketing y Ventas - Europigments - Grupo Lanxess

 
“Profesorado de mucha calidad que está activo en la empresa privada así como networking profesional y multisectorial son dos de las claves que hacen del PMM una excelente herramienta para actualizar conceptos y conocimientos que frecuentemente no aplicamos en nuestro día a día.“

Anna Balaguer - Marketing Manager - Provitalgroup