Programme Overview

Programme Overview

The programme is designed to help you to thrive in the ultra-competitive and multicultural Marketing workplace.

You will quickly grasp the main elements of marketing strategy through real-life situations (such as sales force, market research, promotions, etc.) and how to apply them in complex market environments. In addition, you can choose one of the professional tracks offered in the programme, depending on your professional or personal interests.

As well as developing the ability to envisage and implement sophisticated strategies, you'll benefit from ESADE's focus on teamwork. Working with classmates from diverse national backgrounds and cultures, and integrating CSR values and communications technology, guarantees that you'll emerge well-prepared for the arena of international business.


When you graduate, you will be able to:
Manage Marketing functions effectively and creatively, demonstrating a high degree of flexibility and adaptability to changing environments.
Build a systemic vision of the organisation and the complexity of its local and global context, and communicate this vision to teams, clients and other stakeholders.
Research, analyse and synthesise in a way that fosters critical thought and supports informed decision-making.
Develop a sensitivity to the intangible elements that form part of the solutions valued by customers and all other stakeholders.

Business Integration Path (BIP)

July 2018 – Online module

August 2018 – On campus (3 weeks)

ESADE Master in Management programmes are primarily targeted at those with an undergraduate degree in Business Administration or Economics. 

Graduates with other degrees (other than in Business Administration or Economics) are still invited to apply to these programmes. The Admissions Committee will assess their candidacy and, if admitted, they will be required to enroll in the Business Integration Path (BIP) course, designed to give them the grounding in management basics. BIP, normally starts 3 weeks before the beginning of the regular Master's programme classes. It also includes an online module which normally starts around the beginning of July.

The Business Integration Path (BIP) courses consists of:
• 4 self Learning online courses that start on July and have to be completed before the beginning of the in class courses which take place on Sant Cugat Campus.
• 3 weeks starting on August 27th (before the Welcome Week) held in class on the Sant Cugat campus:

• Business Policy
• Introduction to Finance
• Introduction to Marketing
• IT for Managers
• Managing People
• Operations and Logistics
Welcome Week


The ESADE Welcome Week is designed to help you hit the ground running from day one. You'll get to know the ESADE management teams, find out how the Master's in Marketing Management fits into the broader context of the business school, and enjoy a full run through the programme's academics and career services. You'll learn what is expected of you and we'll help you to make your time at ESADE a success, sharing some proven tips and guidelines. Teamwork is a key element of the Master's programme and you'll have the opportunity to get to know the other MSc participants straight away as you begin your journey together.

Term 1: Keys to a Career in Marketing | 20 ECTS


The objective of this "hands-on" module is to provide you with strong foundations and tools to further your knowledge of Marketing issues.

This term comprises 5 core courses on a variety of disciplines:

• Brand Management
• Business in Society
• Go-to-Market Strategies
• Marketing Strategy
• Understanding and Influencing Consumers

Personal and Professional Development | 5 ECTS


You can choose one international Study Tour and /or Skill Seminars on campus:
Skill Seminars:

• 3D Printing
Brand & Communication Immersion Programme, Profession-In-Action
• Business Storytelling
• Decision-making: Improving Your Judgement
• Emotional intelligence resources for a successful career
• Empowering Excel
• Gateway Seminar: E-Commerce & Technology
• Gateway Seminar: Fashion
• Gateway Seminar: Sports
• Graphic Design for Entrepreneurs
• Introductory Seminar on Big Data for Business
• Legal Issues for StartUps
• Managing Development in Poor Countries 
• Microfinance and Development
• Negotiations in Tough Environments (Inter-organisational Negotiations)
• Python for Data Science
• R for Data Science
• Rhetorical Skills for Public Speaking
• Sales & Consulting Immersion Programme, Profession-In-Action
• The Leader as Actor


International study tours:

Experience a different culture during an intensive week abroad at one of the world’s leading universities. 2017 international study tours include:

 Destination  Topic

 Cape Town, University Of Cape Town  Doing Business in Africa

 Hong Kong, Hong Kong City University  Doing Business in Asia

 La Habana, Universidad de la Habana  Conociendo Cuba desde la perspectiva empresarial

 London, London School of Economics  Global Topics in Finance

 Santiago de Chile, Adolfo Ibañez University  Doing Business in Latin America

 Sao Paulo, Fundaçao Getulio Vargas  Doing Business in Brazil

 Seoul, Yonsei University  Doing Business in South Korea

 Shanghai, Shanghai Advanced Institute of Finance  Finance in Asia

 Washington DC, Georgetown University  Public Affairs & International Political Economy

 Silicon Valley, Stanford/Berkeley  Big Data in the Silicon Valley

 Silicon Valley, Stanford  The Silicon Valley Experience


 Intensive Electives:

During this period you can also course Marketing and free intensive electives that will count towards Term 3 elective credits:

• Co-creation Strategies
• Retail Innovation 
• Leading the management firm
• Political Risk Analysis
• Open Innovation and innovation Eco-systems
Term 2: Developing a Marketing profile | 15 ECTS


This module aims to give you insight and a thorough grounding in professionally demanding Marketing areas.

It comprises 5 specialized courses:

• Digital Marketing Strategy
• Marketing Analytics
• Marketing Communications Strategy 
• Pricing
• Strategic Sales Management

Term 3: Electives | 13 ECTS


The wide range of electives offered during this term will allow you to tailor the programme to your specific career goals.

You can choose five elective courses, with a minimum number of compulsory Marketing electives (three), all of them with a strong practical focus. The courses feature a highly interactive methodology and are largely based on your own initiative and work.

Marketing electives:

• Data Minding
• Decision-Making Marketing Research
• Design & Marketing
• Digital Marketing Performance
• Finance for Marketing and Sales Managers
• Implementing Integrated Communications
• Strategic Key Account Management


Free electives:

• Business and the Environment
• Business Simulation 
• Competing with Business Intelligence & Analysis
• Corporate Strategy
• Data Analytics
• Dealing with IPR
• Development Tools for Web and Mobile App
• Digital Business
• Digital Innovation and Business Models
• Disruptive Management
• Entrepreneurship and Innovation in Healthcare
• Excel: Discovering the power of VBA
• Family Business Management
• Management History (in Spanish) 
• In Search of Principles for a Life Philosophy: Lessons from Art, History and Economics
• Leading with impact: developing your leadership, become a leader 
• Managing Entrepreneurship Growth
• Project Management
• Smart Cities 
• Social Entrepreneurship and Impact Investment
• Strategic Management of Disruptive Innovation and Exponential Technology
• Think, Act, Create and Lead
• 8 Lessons from Recent History and Art to Better Understand Barcelona, Catalonia and Spain (in Spanish)

You can also opt for intensive electives offered in January (see Personal and Professional Development section) but counting towards Term 3 credits.


Summer term: Master's Project / Internship | 7 ECTS



You can choose from three different formats:

• Business Creation Project, aimed at fostering an entrepreneurial spirit 
• In-Company Business Project, based on a professional internship (optional) or company project
• Master's Thesis, aimed at demonstrating your research abilities

You will receive full support from your tutors, regardless of the format chosen. You will also have to complete a prior preparation course.







Extend your studies another year, including a 10-week internship abroad, and make this an incredible international experience.

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Double Degrees

Spend a second year in one of our prestigious partner schools around the world and achieve an official degree from both institutions (External Double Degree), or combine two complementary ESADE MSc programmes to suit your personal career goals (Internal Double Degree).

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The programme offers you the possibility of delving into the function or sector of your choice and gaining the knowledge you need for a successful career in any company anywhere in the world.

Cluster Concentration

Specialise in one of the following industries and make the most of ESADE's location in the dynamic city of Barcelona, a global reference in all three areas:

E-commerce and





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Marketing Functional Immersion

Tailor your programme depending on your area of interest within the field of Marketing. You can choose from one of three fields:

Brand / Communication


Research / Consulting



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Profession in Action is a voluntary initiative designed especially for MSc students that want to pursue a career in the branding, communication or sales areas. The purpose of this initiative is to offer students a view of Marketing professionals' day-to-day responsibilities.