MARKETING MANAGEMENT

Brief description

 1. Professional development in marketing management  To equip students with the strategic and operational skills necessary to take on responsibilities in the marketing area of any organisation.  Promote the development of a comprehensive vision of marketing as a key function for business competitiveness.

 2. Marketing planning and strategy  Provide practical training on the fundamentals of the marketing function within the company.  Train students to analyse the market situation, diagnose business problems and define strategic marketing objectives.  Introduce commercial research tools applied to decision-making.

 3. Design and implementation of the commercial action plan  Provide key knowledge on product, pricing, distribution and communication policies in competitive markets.  Delve into branding and strategic positioning.  Study traditional (offline) marketing tools to integrate them effectively into the action plan.

 4. Digital marketing strategy management  Provide training in incorporating digital tools into the company's marketing and communication processes.  Address the digital presence of brands from a practical perspective: web usability, SEO/SEM positioning and social media management.  Develop skills to attract and retain customers through the creation of relevant content (content marketing).  Measure the impact of digital actions using key performance indicators (KPIs).

 5. Online sales techniques in B2C and B2B environments  Delve into the stages of the sales process and how they can be adapted to digital channels.  Apply effective sales techniques and manage customer relationships using CRM systems.  Learn about the main digital sales tools: email marketing, e-commerce, B2C and B2B platforms, and marketplaces such as Amazon and Aliexpress.

Target audience

This micro-credential is aimed at individuals interested in acquiring specific university training in the field of marketing management. It is especially designed for professionals with marketing experience who wish to update and expand their skills in an academic environment.

 It is also aimed at university graduates in areas such as Business Administration and Management, Economics, Engineering, Advertising and Public Relations, Audiovisual Communication, Law, Sociology, Business Studies, Tourism and other related disciplines who are looking for a flexible specialisation focused on marketing.

Participants' obligations

In order to assess students' learning outcomes in terms of the acquisition of knowledge, skills, abilities, aptitudes and attitudes in this course, the course will be assessed on a total of 10 points, of which 50% (5 points) will be obtained through various tests and specific continuous assessment activities specified by the teacher, and the other 50% (5 points) will be obtained through an objective test consisting of a multiple-choice exam or essay questions.

Competencies

Knowledge:

- Understand marketing planning and strategy, distinguishing between company situation analysis, commercial research and marketing objectives, as well as the action plan that develops marketing policies for the commercialisation of products in competitive markets.

- Knowledge of digital marketing strategies and online sales techniques within the marketing processes of organisations and the evaluation of the results of these actions.

Skills:

- Design an offline and online marketing plan using all the tools and variables related to the marketing mix.

- Make decisions about the company's basic offline and online marketing tools in the markets.

- Evaluate decisions related to offline and online commercial variables.

Modality

Face-to-face