Universidad Rey Juan Carlos

Master's Degree in International Marketing Management

DURATION

1 Years

LANGUAGES

Spanish

PACE

Full time

APPLICATION DEADLINE

Request application deadline

EARLIEST START DATE

Request the earliest start date

TUITION FEES

EUR 84 / per credit *

STUDY FORMAT

On-Campus

* The price for non-resident non-EU students is only approximate since each academic rate is different.

Introduction

The Master's Degree in International Marketing Management aims to prepare marketing directors with extensive experience in international management processes and market analysis. This program provides them with the ability to design, plan, manage and implement marketing strategies and business opportunities that create competitive advantages, using a strategic vision that aligns with the dynamics of global, dynamic and competitive environments. The focus on consumer satisfaction and profitability guarantees the success of your efforts, while encouraging the internationalization of companies.

goals

The objective of this master's degree is to train marketing directors with knowledge and skills in international market analysis and management processes, management of new technologies and strategic vision, which allow them to plan and execute marketing strategies that generate competitive advantages and business opportunities. in accordance with the dynamics of global, dynamic and competitive environments, and that ensure consumer satisfaction and the profitability of the actions undertaken.

The program gives a prominent role to integrated marketing management in the company's strategy and as a source of creating competitive advantages in international markets, given the growing assumption of responsibilities by marketing directors as members of the team. the senior management who must make the essential strategic decisions.

The specific objectives pursued by the program include the following goals:

Develop a global perspective on business and marketing.
Develop analytical and strategic capacity in commercial, marketing and international business environments.
Train in processes of analysis and interpretation of the trends that guide the direction of international markets, to launch products that respond to global demand.
Identify marketing opportunities in the new international environment.
Understand the purchasing behavior of customers and consumers in international markets and translate this knowledge into value creation.
Appreciate the impact of cross-cultural issues on international transactions, international marketing decisions, and creating the knowledge base necessary for strategic marketing decisions.
Determine the international potential of companies and their products, by analyzing the international environment and business diagnosis.
Manage the methodologies applicable to the investigation of national and foreign markets.
Assess information needs, design appropriate research strategies, and collect powerful data to support strategic marketing decision making.
Obtain and convert business intelligence data into actionable insights.
Develop, analyze and use marketing metrics and analysis.
Apply tools for making marketing decisions leading to internationalization.
Evaluate alternative methods of market selection, market entry and marketing mix decisions in international markets.
Determine the target markets for the development of the company's internationalization strategies.
Formulate marketing strategies integrated into the corporate strategy.
Evaluate the organizational and financial implications of international marketing decisions and international strategic marketing.
Train entrepreneurial marketing professionals who can make strategic decisions

The international marketing management specialist will have the skills to, upon completion of the program, perform the following activities:

Marketing manager or director in organizations of all types with international projection or with operations abroad
Director of national and international marketing areas
Global Brand Director
Global Sales Director
Consultant for research and market intelligence processes, and for the design of strategies and policies related to the projection of companies towards international markets
Generator of innovative internationalization processes and internationalization projects with a comprehensive strategic approach
Advisor for international markets that require adequate guidance to achieve business objectives
International Marketing Analyst

Admissions

Curriculum

Program Outcome

BAsic Skills

Code	Description
CB06	Possess and understand knowledge that provides a basis or opportunity to be original in the development and/or application of ideas, often in a research context
CB07	That students know how to apply the knowledge acquired and their ability to solve problems in new or little-known environments within broader (or multidisciplinary) contexts related to their area of study
CB08	That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments
CB09	That students know how to communicate their conclusions and the ultimate knowledge and reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way
CB10	That students possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

GENERAL COMPETENCES

Code	Description
G01	Ability to lead multi-country and multi-market teams and projects, generating synergies between marketing and sales functions.
CG02	Develop professionally with the ability to decide between commercial alternatives and communication plans with an international scope
CG03	Select and correctly apply models, techniques, methods and tools for financial and cost-benefit analysis specific to business management, marketing and communication.
CG04	Design and implement commercial and marketing strategies consistent with the detailed analysis of the elements of the macro and micro environment at a global level.
CG05	Analyze the internal and external situation to prepare diagnoses of the organizations, in order to establish coherent plans and alternatives.
CG06	Recognize the way in which the results of national and international market research affect the design, marketing and communication of products.
CG07	Select, develop and apply the optimal commercial, marketing and communication strategies based on the business strategy and from an international scope.
CG08	Work with multidisciplinary, multicultural sales teams made up of people of different nationalities in international marketing projects
CG09	Manage new technologies, developed in the business field and apply them in the development of international marketing management

SPECIFIC COMPETENCES

Code	Description
CE01	Calculate and interpret the economic, commercial and financial indicators that allow analyzing the situation and trends of national markets and international trade
CE02	Design the organizational structure (division of labor and coordination methods) of the marketing and sales departments in internationalized companies taking into account the nature of the markets, the objectives of the company, the extension and complexity of the commercial network, the channels of distribution and internationalization strategy
CE03	Apply advanced solutions to collect and analyze information (such as competitive intelligence, big data, ERP, etc.) and master their use to identify and study promising markets and market trends on an international scale
CE04	Make sales forecasts differentiated by markets within an international context and establish objectives in accordance with the diagnoses taking into account the foreseeable situation of each country
CE05	Define business objectives for growth, profitability and solvency for the product portfolio and for all markets, teams, channels and countries, so that they contribute to corporate objectives
CE06	Adopt international marketing decisions based on statistical analysis of information
CE07	Develop the international marketing mix strategy so that it contributes to reinforcing the competitive advantages of the company
CE08	Design, implement and evaluate international business plans focused on increasing the value of the company's customers, integrating new technologies in this process and taking into account the peculiarities of each foreign market
CE09	Design and implement customer account management models aimed at maximizing value delivery for global and local buyers
CE10	Conceive and implement commercial strategies capable of generating maximum penetration in international market targets in a sustainable manner, that is, with the service structure adjusted to the demands of consumers in each one of them.
CE11	Establish the global strategy of image, identity and culture of the company in accordance with the corporate and marketing objectives and with the comparative position of the company
CE12	Conceive and execute internal and external communication plans that reinforce the positioning of the company in the different international markets, selecting the best way to contribute to the competitive advantages that it possesses or wishes to achieve.
CE13	Evaluate the changes that a digital marketing strategy can bring about in the commercial, productive and logistics policies to be implemented in each international market and assess its contribution to the creation of global value for the company

TRANSVERSAL COMPETENCES

Code	Description
CT01	Entrepreneurship and innovation. Know and understand the organization of a company and the sciences that govern its activity; have the ability to understand labor standards and the relationships between planning, industrial and commercial strategies, quality and profit.
CT02	Sustainability and Social Commitment. Know and understand the complexity of the economic and social phenomena typical of the welfare society; have the ability to relate well-being to globalization and sustainability; achieve skills to use technique, technology, economics and sustainability in a balanced and compatible way.
CT03	Teamwork. Being able to work as a member of an interdisciplinary team, either as one more member or performing management tasks, in order to contribute to developing projects with pragmatism and a sense of responsibility, assuming commitments taking into account the available resources.
CT04	Solvent use of information resources. Manage the acquisition, structuring, analysis and visualization of data and information in the field of specialty, and critically assess the results of said management.
CT05	Second language. Know a second language, English, with an adequate oral and written level and in line with the needs that the graduates will have.