Curriculum

Programme structure

The ESADE Marketing Management programme syllabus is designed to deliver the knowledge and abilities that top recruiters are looking for.

Gain a solid understanding of the essentials of marketing strategy. Build the agility and analytical thinking to apply effective solutions in complex real-world environments.

The ESADE MSc in Marketing Management gives you the theoretical grounding, the real-life exposure, the multi-cultural skills and sensitivities, and the systemic vision of businesses and their ecosystems to create and deliver cutting-edge marketing solutions.

Have impact. Deliver results. Affect positive change. Prepare for a world-class career in marketing.

Programme Content

Business Integration Path (BIP)


July 2019 – Online module
August 2019 – On campus (3 weeks)

 

ESADE Master in Management programmes are primarily targeted at those with undergraduate degrees in business administration or economics.

 

If your degree is in a different discipline, we still invite you to apply. The Admissions Committee will assess your candidacy and, if admitted, we will ask you to enrol in the Business Integration Path (BIP) course, which will give you a grounding in management basics. The BIP course normally starts 3 weeks before the beginning of the regular classes of the Masters programme, and includes an online module which normally starts around the beginning of July.

 

The Business Integration Path (BIP) is broken into:

1. Four online courses that start on July 1st and must be completed before the start of class courses on our Sant Cugat Campus

2. A three-week block of face-to-face learning in August (before the Welcome Week) on the Sant Cugat campus:

> Business Policy

> Introduction to Finance

> Introduction to Marketing

> IT for Managers

> Managing People

> Operations and Logistics

Welcome Week


SEPTEMBER 2019

 

The ESADE Welcome Week is designed to help you hit the ground running. You'll get to know the ESADE management teams, find out how the Masters programme fits into the broader context of the business school, and get a full overview of 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. Group work is a key element of the Masters 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


SEPTEMBER – DECEMBER

 

The objective in your first term is to build strong foundations and deepen your knowledge of critical marketing issues.

 

It comprises five core courses across a variety of disciplines:

 

> Brand Management
> Business in Society
> Digital Marketing*
> Marketing Strategy
> Understanding and Influencing Consumers

 

*New Subject 2019-20

Study Tour & Skills Seminars | 5 ECTS


JANUARY

 

International Study Tours

Experience a different culture during an intensive week abroad at one of the world’s leading universities. 2018 international study tours include:

 

Cape Town, University Of Cape Town. Doing Business in Africa

La Habana, Universidad de la Habana. Understanding Cuba From a Business Perspective

London, London School of Economics. Global Topics in Finance

Los Angeles, University of California in LA. Marketing Strategies in a New Digital Era

New York, Columbia University. Global Topics in Data Sciences

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

Shanghai, Shanghai Advanced Institute of Finance. Finance in Asia

Silicon Valley, University of San Francisco. The Silicon Valley Experience

Tel Aviv, Tel Aviv University School of Management. Doing Business in Israel

Washington DC, Georgetown University. Public Affairs & International Political Economy

 

Skill Seminars:

3D Printing and Rapid Prototyping
Brand & Communication Immersion Programme, Profession-In-Action
Business Storytelling
Decision-making: Improving Your Judgement
Emotional Intelligence Resources for a Successful Career
Empowering Excel
Essentials of Graphic Design
Gateway Seminar: E-Commerce & Technology
Gateway Seminar: Fashion
Gateway Seminar: Sports
Introductory Seminar on Big Data for Business
Legal Issues for Startups
Managing Development in Emerging Countries
Microfinance and Development
Negotiations in Tough Environments (Inter-organisational Negotiations)
Python for Data Science
R for Data Science
Rhetoric for Public Speech, Persuasion and Inspiring Others
Sales & Consulting Immersion Programme, Profession-In-Action
The Leader as Actor

 

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


FEBRUARY – MARCH

 

During your second term you’ll develop insight and gain a thorough grounding in professionally demanding marketing areas through five specialized courses:

 

> Digital Marketing Performance*
Digital Marketing Strategy
> Marketing Analytics in the Era of Big Data
> Pricing
> Strategic Sales Management

 

*New Subject 2019-20

Term 3: Electives | 13 ECTS


APRIL – JUNE

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 of three compulsory marketing electives, all with a strong practical focus. The courses feature a highly interactive methodology and are largely based on your own initiative and work.

 

Marketing Electives

Co-Creation Strategies: Innovating Together With Customers
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 Simulation
Climate Change and the Business Response
Competing with Business Intelligence & Analysis
Corporate Strategy
Dealing with IPR
Development Tools for Web and Mobile App
Digital Business
Digital Business Models, Digital Transformation and Innovation Ecosystems
Excel: Discovering the power of VBA
Excellent consulting: The challenge of International Collaboration and Corporate Change
Family Business Management
Global Economy Debates
In Search of Principles for a Life Philosophy: Lessons from Art, History and Economics
Journey into Professionalism
Leading the Management Consulting Firm 
Leading Toward Sustainable Futures
Leading with Impact: Developing Your Leadership Skills, Becoming a Leader
Political Risk Analysis, Geo-Economics, and Global Business
Project Management
Seis Momentos Decisivos en la Historia de la Gestión
Social Entrepreneurship and Impact Investment
Sustainable Business Models
Think, Act, Create and Lead

 

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


JUNE - SEPTEMBER

 

MASTER'S PROJECT/INTERNSHIP

 

You can choose from three different formats:

 

· Business Plan, aimed at fostering your entrepreneurial spirit

· In-company project, based on a professional internship

· Master 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.

Graduation


LATE OCTOBER

 

MASTER'S PROJECT DEFENCE & GRADUATION

What to do after your MSc

CEMS

Extend your studies by one more year, including a 8-week internship abroad. CEMS offers an incredible international experience.

more info

Double Degrees

Spend a second year in one of our prestigious partner schools around the world and earn 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).

more info