Curriculum

Master in Marketing Management

Curriculum

The Esade Marketing Management program 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 Master 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.

Esade Master in Management programs 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.

Online module: 1st July 2024 - 25th August 2024

4 self learning online courses that have to be completed before the beginning of the on campus classes.

On campus classes: 26th August 2024 – 13th September 2024

covering the following subjects:

Official Program Start: 16th September 2024

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 program fits into the broader context of the business school, and get a full overview of the program'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 program and you'll have the opportunity to get to know the other MSc participants straight away as you begin your journey together.

The Esade Welcome Week is mandatory.

The objective of the first term is to build strong foundations on marketing in general and especially deepen our knowledge in the process of creating value for customers and building strong relationships with them.

It comprises five core courses across a variety of disciplines:

Brand-Driven Strategic Management ( 5 ECTS)

This course discusses the holistic planning and management of these strategies to create and maintain a strong brand that contributes to long-term success.

Business in Society (4 ECTS)

The course explores the role of business for a sustainable society and planet, with a focus on integrating these issues into an ethical framework

Digital Marketing (4 ECTS)

Designed to provide students with an understanding of how digital channels and platforms influence consumer behavior and the opportunities they present for companies and marketing departments with a focus on digital media strategies, online marketing principles, and the development of effective digital marketing strategies.

Marketing Strategy ( 3 ECTS)

Designed to provide students with the knowledge and skills to analyze markets and plan strategies effectively. It encompasses the process of analysis, planning, and implementation of marketing strategies, integrating insights from behavioral sciences, social momentum, and the global business environment.

Understanding & Influencing Consumers (4 ECTS)

The course aims to review consumer research across various perspectives and equip students with the ability to analyze consumers and make informed decisions based on theory and empirical evidence rather than personal experience or intuition

International Study Tours (2023/24)

Experience a different culture during an intensive week abroad at one of the world’s leading universities.

All the destinations are open to all students, have limited spots and may vary from one academic year to the next .

Los Angeles - USA - UCLA Anderson - Marketing Strategies in a New Digital Era (+)
Milan - Italy - Bocconi - Italian Fashion & Luxury (+)
Seoul - South Korea - KUBS - Digital Transformation in Asia (+)
San Francisco - USA - The Silicon Valley Experience (+)
CEMS- Singapore - NUS - Doing Business in Asia (+)
Sustainability - Spain - Esade - Food, Nature and Supply Chains (+)
Cape Town - South Africa - University Of Cape Town - Doing Business in Africa (+)
Bangalore - India - India Institute of Management at Bangalore IIMB - The Science of Data Driven Decision Making (+)
Toronto - Canada - Rotman School of Management, University of Toronto - New paradigms of finance, threats of opportunities? (+)
Dubai - Dubai - American University of Dubai - The role of currencies in Finance (+)
Washington DC - USA - McDonough School of Business, Georgetown University - Public Affairs & International Political Economy (+)
St Gallen - Switzerland - University of St. Gallen - Investing into capital markets: a global view from a Swiss perspective (+)
Nagoya - Japan - NUCB Business School - Doing Business in Asia: deep dive into Japanese culture (+)
Toronto - Canada - Smith School of Business, Queen’s University - Analytics and AI in North America (+)

Places are subject to availability

Marketing Skill Seminars:

Skill Seminars:

Intensive Electives

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

While all students can opt for all offered Study Tours / Electives if they fulfill prerequisites, they have to enroll through a bidding process where students from certain programs might have preference for courses more relevant to their Master and spaces are limited in each course.

During the second term we will keep developing insight into the marketplace and gain a thorough grounding about the process of delivering and capturing value from customers.

There are five specialized courses:

Conscientious Marketing and MarTech Ethical Challenges (intensive) (3 ECTS)

Specialized course that delves into the ethical considerations and challenges in the field of marketing technology, with the goal of providing students with a comprehensive understanding of the ethical considerations in marketing practices, particularly in the context of evolving marketing technologies

Designing Omnichannel Experiences (3 ECTS)

Eminently practical course based on real case studies and presentations which focuses on the interaction between the customer and the brand across various channels, aiming to provide a seamless and consistent experience.

Social Media Analytics (3 ECTS)

Specialized course that focuses on understanding the data that social media platforms can offer and generating insights from social media data. Provide students with the knowledge and skills to effectively analyze social media data and extract valuable insights for marketing and business purposes

Marketing Analytics in the Digital Era (3 ECTS)

Equips students with practical tools to leverage consumer and market data to implement marketing strategies and aid decision-making. Provide students with the knowledge and skills to navigate the complexities of today's digital environment and make informed marketing decisions

Monetization: Mastering the Journey from Customers to Cash (3 ECTS)

Focuses on the process of turning customer engagement and brand value into revenue exploring the various strategies and methods that organizations use to earn revenue from their efforts to stand out and serve the market

The wide range of electives offered during this term will allow you to tailor the program 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.

2023/24 Electives

Electives offering may very from on academic year to the next. The following list are examples of last year offering (2023/24):

Marketing Electives

Free Electives

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

While all students can opt for all offered Study Tours / Electives if they fulfill prerequisites, they have to enroll through a bidding process where students from certain programs might have preference for courses more relevant to their Master and spaces are limited in each course.

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.

MASTER'S PROJECT DEFENSE & GRADUATION

CEMS

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

More Info

Double Degree

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 Eaade MSc programs to suit your personal career goals (Internal Double Degree).

More Info

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Master in Marketing Management

Curriculum

Curriculum

Program structure

Program Content

What to do after your MSc

CEMS

Double Degree

Curriculum

Program structure

Program Content

What to do after your MSc

CEMS

Double Degree

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