Master in Marketing and Sales Management in English

Strategic Management of International Marketing: Key factors in Competitiveness and Success in Global Markets – 6 ECTS

• International economic landscape. Big international challenges. Globalization at a country, sector and company level. The concept of strategy
• Free-trade areas and economic integration. Goals, values and results
• Globalization and offshoring. Internationalization of the supply chain and production. Value proposition
• Internationalization of capital and people. Sector analysis
• Players in the international economic scene. Contextualizing the sources of power in the world. The new key players in the global economy
• International economic and financial architecture. Resources and capacities
• Success and failures in global competition: causes and key factors. Competitive advantage
• Analysis of international competition and the quest for comparative advantages. The ‘Made in’ and ‘Country Brand’ effect. Strategic options and positions
• The ‘Made in Spain’ effect and its impact on the international strategy of Spanish brands. Business models
• The Leading Brands of Spain Forum. Internationalization strategy
• Company competitive advantages. The role of the portfolio of internationally exploitable resources and capacities. Implementation: the structure of organizations

Development of Marketing Professionals in a Global Environment – 6 ECTS

• Leadership of high-performing commercial teams
• Communication, persuasion and negotiation techniques
• Negotiation and conflict management techniques in international matters
• Time and stress management
• Project and meeting management
• Presentations in public
• Personal development plan. Executive coaching and mentoring. Personal branding as a professional
• Offline and online networking. Public relations and social, business and official protocol
• International markets. Multicultural and multilingual settings
• Globalization and work-life balance
• Code of conduct, and business and professional ethics
• Introduction to Big Data

Global Markets: Investigating and Identifying the Value Proposition – 6 ECTS

• Introduction to market research.
• The market research project.
• The marketing environment: information sources.
• Researching and evaluating opportunities in international markets.
• Consumer segmentation. Tools for segmenting global markets.
• Tools for analysing market positioning.
• Consumer behaviour and demand.
• Quantitative and qualitative research. Field study based on research.
• Identification of the value proposition.
• Online support for market research.
• International research commercial research project management. Project management and execution (from quality control to ethics of the process). Verbal and written presentation of research: best practices.

Value Creation in International Markets – 6 ECTS

• Marketing and value creation.
• Market segmentation and value proposition. Micro-segmentation versus globalization.
• Product strategy from new product development to co-creation and product portfolio management.
• Service definition, implementation and management.
• Branding. Corporate branding as a competitive advantage in internationalization processes.
• Price as a commercial variable.
• Pricing and the levels of decision-making.
• Price-setting strategies.

Economic and financial decisions involved in strategic international marketing decisions – 6 ECTS

• Financial information requirements for international marketing management.
• Objectives and methods of financial statement analysis to facilitate commercial decision-making.
• Cost and sales analysis to determine the profit/country margin for each product and optimize commercial decisions.
• Analysis of investments executed within the framework of the international marketing strategy in order to calculate profitability.
• Calculating the cost of the money invested in the international marketing budget.
• Business strategy and international commercial planning. Financial, business, sales and financing forecasts.
• Analysis and management of international projects and associated risks. Economic, social, environmental and reputational risk. The country risk and foreign exchange risk.
• The balanced scorecard and international marketing

Digital Marketing in International Settings – 6 ECTS

• The Internet as a new distribution and communication channel with a global scope.
• Web platform planning and design.
• E-marketplaces.
• Search strategy and optimization: SEO and SEM.
• Growth-Hacker Marketing.
• From communication to conversation, and the impact of the digitization of markets and channels.
• Social media.
• Mobile Marketing
• International legislation international applied to the Internet. Data protection and management.
• Analytics and metrics of an international e-marketing plan.
• Viral campaigns.

Value delivery to international customers – 6 ECTS

• Delivering value and satisfaction to international consumers: Distribution, its evolution and new trends from direct channel to omnichannel distribution.
• Selling products, services, solutions or experiences? Trade marketing, point-of-sale, retail marketing and Servicescape.
• Determining factors in added value for international consumers. Distribution strategies: Push vs Pull. Selective-exclusive-mass distribution.
• Distribution strategies in international markets
• International marketing mix plan: Adaptation or standardization? Communication as a marketing variable and integrated marketing communication (ICM).
• Delivery of a global service: value, price and service at an international level.
• Strategic distribution and logistics management.
• Lean management: delivering value where the customer needs it.
• Media analysis.
• Customer Relations Management: designing a support structure. International relational marketing and customer loyalty.
• The Value Stream Map in global and local market. Communication in crisis situations.
• Process definition. Components. Pull and Push. Process metrics and enhancing process value. New trends in direct marketing.
• Communication strategies in international markets
• BUSINESS GAME. Business simulator.

Sales and International Commercialization Strategies – 6 ECTS

• Sales management at a global level and international sales team management.
• Aligning the Sales Director with the structure of the multinational company.
• From Product Marketing to Customer Marketing. The functions of the Product Manager and Client Manager.
• Sales team management: supervision, remuneration and motivation.
• CRM | Customer service quality (CSAC) | Client Management. CRM development in the organization.
• Sales strategy: how to reach international markets.
• Sales strategies in international markets.
• Negotiation with clients.
• The international sales environment. Definition and ways of organizing multi-market commercialization channels.
• How does the new 21st-century consumer influence the changes that have occurred in the distribution chain?
• Current structure of distribution channels and international market coverage.
• Dependence and power in the commercialization channel. Breakdown by national markets.
• Conflict in the commercialization channel. Point-of-sale analysis.
• Collaboration in the commercialization channel. International strategic alliances.

• External internship - 6 ECTS

• Master’s Thesis – 6 ECTS