This Degree provides the right skills for any area of Marketing: Research, Analysis and Management.
The Official Master's Degree in Marketing (MSc in Marketing) is offered by the Faculty of Economics and Business Administration at Comillas Pontifical University through ICADE Business School.
This official program offers specialist training to successfully lead a professional career in the field of marketing, sales and market research. The program is almost entirely taught in English given that complete competence in this language is an essential requirement to enter the labor market and develop a career.
Laboratories Case studies supervised by professionals from companies to solve real cases and problems
This Master's Degree emphasizes the skills most highly sought after by companies: Data Analysis, Preparation of Documents, a Broad Outlook to forecast opportunities, Innovation, a Critical and Constructive Spirit, and Leadership. The Program is developed through four main modules: Understanding the Markets, Defining Value Proposition, Delivering Value Proposition and Measuring, complemented by “Laboratories”/Case Studies supervised by professionals, in which students must solve cases and problems, and respond to real-life situations.Download brochure
Many people like you are already making the most of their Master's Degree. Here are their experiences.
"These studies will allow you to develop your talents to the fullest and respond perfectly to the needs of the market, given their international perspective."
"This degree provides an excellent education and training, which provide the foundation to develop a successful professional career in an area in high demand at companies."
"It has allowed me to specialize in a booming sector with many job opportunities."
Members of the Professorial Staff
Percentage of Professors who are Currently CEO’s, Managing Directors or Marketing Directors.
Advance your professional career with this Master’s Degree
Aurora García Professor at Comillas ICADE
Director of Digital Marketing
Search Engine Marketing Specialist (SEO/SEM)
Digital Brand Manager
Visit the Faculty. Attendance is not mandatory, but potential candidates are encouraged to learn about the Faculty, see the facilities, and obtain additional information.
Applying for admission. The application for admission must be submitted within the period indicated for that purpose, in a standardized form, and accompanied by all documents proving compliance with the requirements for access to the Degree.
Once the documentation received has been analyzed, and in order to complete the selection process, a personal interview will be carried out by the Director or Coordinator, in English.
Carrying out a personal interview. At this interview, the candidate must take several exams. Depending on availability, they can be carried out by telephone or by videoconference.
. The decision on admission to the program is made by taking into account the following criteria:
The academic record and curriculum vitae (60%).
The result of the candidate's personal interview with the Director or the Coordinator-Tutor of the Master's Program (20%).
The result of tests aimed to verifythe analysis capacity, the oral and written expression and learnign capacity (20%)
Level of English B2. If the candidate does not accredit this level with a valid certificate (IELTS, TOEFL, TOIEC, Cambridge , among others) he will do a specific test in order to assess their competence in this language.
Support Program for Students with Disabilities
Communication and legal requirements for university access. Communication of the decision on admission: the decision concerning admission to the Degree will be communicated to the candidate by post. In addition, an email and/or cell phone message will be sent to the addresses indicated on the application form. Candidates may also follow the status of their application through the “Admissions Portal” on the web page. Admission to the Official Master's Degree in Marketing is the responsibility of the Dean of the Faculty of Economic Sciences and Business Administration, being delegated to the Director of ICADE Business School.
In the case of Degrees outside the EHEA (European Higher Education Area), the Rector is responsible for the final decision, and will make a decision after reviewing the report issued by the Delegated Sub-Committee for Post-Graduate Admission, in accordance with the provisions of Article 50.5 b) of the Regulations. The report of the aforementioned Committee must necessarily state the concordance between the level of education and training of the Degree and that of Spanish University Degrees, as well as on whether the Degree presented enables the candidate from the issuing country to gain access to the Postgraduate course.
Completing the Admissions Process. Once admitted, students must finalize the registration process. This procedure is initiated on the web page, but it is necessary to present the registration form and the additional documentation at the General Registrar´s Office at the University.
Applicant Profile/Requirements and Documentation
The Official Master's Degree in Marketing is designed for candidates who
·Have recently finished their university training. The Master's Degree is specifically aimed at graduates in Business Administration and Management, Trade, Economics, Communication and other disciplines in Social Sciences.
·We will create a customized training plan for students from other disciplines.
·Because it is designed as a Master Pre-Experience, it is not necessary to have a professional career in this area.
The following may be admitted to Official Master's Programs in Marketing:
·Holders of an official Spanish university Bachelor's Degree (preferably in the area of Economics and Business Administration) or other (preferably also in the same area) awarded by a higher education institution within the European Higher Education Area entitling the student to be admitted to Master's level programs in the issuing country.
.In addition, and without any further requirements, holders of a Licentiate Degree, a Degree in Engineering or a Degree in Architecture compliant with the university system existing before the one set forth by Royal Decree 1393/2007.
·Exceptionally, admission may be granted to holders of a Bachelor's Degree (preferably in the area of Economics or Business Administration) from an education system outside the European Higher Education Area that is not accredited, once the program and level of studies of this degree are compared against the equivalent Spanish degrees, and the foreign degree is proven to entitle the student to be admitted to the same level of postgraduate studies in the issuing country. Being admitted through this channel does not imply, in any case, accreditation of the previous degree or recognition for purposes other than those of relating to admission to the Master's course of study.
Information notice on the documents to be submitted
|Plan de Estudios (vigente desde el curso 2016/2017)|
|Contemporary consumers||3.0 ECTS|
|Business Environment analysis||3.0 ECTS|
|The Lab I||3.0 ECTS|
|Business intelligence and marketing analytics||3.0 ECTS|
|Digital marketing||3.0 ECTS|
|Marketing and society||3.0 ECTS|
|Complementos de formación (OP)||8.0 ECTS|
|The Lab II||3.0 ECTS|
|Brand experience||3.0 ECTS|
|Business models and global strategy||3.0 ECTS|
|Negotiation and team management||3.0 ECTS|
|Corporate reputation||3.0 ECTS|
|Marketing metrics and performance||3.0 ECTS|
|The Lab III||3.0 ECTS|
|3 optativas (9 ECTS)|
|Advanced analytics||3.0 ECTS|
|Customer business development||3.0 ECTS|
|Sector Marketing||3.0 ECTS|
|Brand valuation||3.0 ECTS|
At the end of the Master's Degree, students will have the possibility of:
- Carrying out part of their studies or participating in "Summer School" at other prestigious Universities and International Business Schools.
- Participating in one of the Professional Development Courses of the Inside Comillas Programs.
CG 01. Ability to manage information and data about the context, markets, and results of the marketing strategy.
CG 02. Analysis and summarizing ability applied to market situations and organizational problems in marketing.
CG 03. Planning and problem solving ability in the area of marketing.
CG 04. Ability to apply knowledge acquired in different contexts related to marketing and its various areas of study in an interdisciplinary or transverse way.
CG 05. Critical thinking and arguing consistent with comprehension of the external context and marketing administration and management process.
CG 06. Time management abilities with the aim of improving personal and team effectiveness within the framework of business organizations, their settings, and their management.
CG 07. Interpersonal abilities in listening, negotiating and persuasion, and working in multidisciplinary teams to be able to operate effectively in different roles and, when appropriate, assume leadership responsibilities.
CG 08. Ethical commitment in the application of moral values in the face of ethical and social responsibility dilemmas.
CG 09. Ability to learn independently in order to continue training to learn how to acquire the cognitive abilities and relevant knowledge applied to the professional and business activity.
CG 10. Display initiative, creativity, and enterprising spirit when applying marketing practices and strategies.
CE 1. Ability to obtain, prepare, analyze, and visualize data about the market and its context through the use of advanced models and tools, creating actionable insights that can feed the decision making process in marketing, within ethical and legal limits.
CE 2. Ability to understand the consumer's decision-making process and identify the different consumer influences in the context of this process.
CE 3. Ability to understand and analyze the economic, social, cultural, political and legal dimensions of the national and international environment, anticipate their evolution and estimate their influence on the markets, prior to determining and choosing business strategies.
CE 4. Ability to examine the mutual impact of complex global challenges and problems with business operations, from design and production to the sale of goods and services, and design action strategies to confront these problems.
CE 5. Ability to know, apply and evaluate the effectiveness of the main strategic analysis models and tools in the context of critical analysis of organizations and identify opportunities and competitive threats.
CE 6. Ability to understand and apply the appropriate principles and tools to build and develop a brand strategy, as well as to manage the brand experience on digital platforms.
CE 7. Ability to apply the appropriate method and instruments to promote and manage company innovation regarding both products and business processes or models.
CE 8. Ability to set the most appropriate objectives and strategies in the context of digital marketing, as well as for properly selecting and measuring results from online media platforms.
CE 9. Ability to understand and apply the key principles and instruments for making effective strategic and operational decisions in retail distribution companies (business models, growth, profitability, competitive advantage), amongst others.
CE 10. Ability to develop business negotiations in different distribution channels, managing teams of people.
CE 11. Ability to understand the implications of the corporate reputation as a source of competitive advantage for the company and effectively manage and measure the corporate reputation in relation to a group of stakeholders, especially in a crisis situation.
CE 12. Ability to propose metrics to evaluate the result of strategies and actions in the financial, social and environmental spheres, making suggestions for improvement.
CE 13. Ability to define a research problem that gives rise to an original contribution and solve it using a rigorous methodology.
CE14. Ability to analyze the political, social, economic, and technological setting, and the business's markets (clients and competitors), formulating scenarios regarding their development, as a preliminary step to solving commercial problems.
CE15. Ability to formulate marketing strategies and plans for different markets, effectively using professional marketing tools (such as segmentation, positioning, brand, price, distribution, communication).
CE16. Ability to draw up a multi-market and international Marketing Plan, taking as a basis a clear diagnosis and realistic quantifiable objectives, and their financial impact.
Programme graduates may pursue a professional career in marketing, since this Master's Degree provides its students with the appropriate personal and professional competences to attain leadership and managerial posts in any marketing area: Research and Analysis, Brand Management and Sales Management. In the area of Research and Analysis, students may access positions such as account managers, market researchers, marketing analysts, market or client intelligence executives or planners. In Brand Management, our graduate profile allows our students to works as managers both in brands or in consulting agencies, or on any other company of the brand constellation, such as communication agencies. Finally, in the area of Sales Management and client relationship management, they may work both in the Trade and the Sales area, and in distribution companies as category managers.
Although most graduates have chosen to pursue a career within a company and in the three areas described above, this Master's Degree provides students with those knowledge and skills indispensable to be successful in different professional sectors, both national and international, and either in public, private or non-profit organisations.
General Academic Calendar of the University
This takes the structure of four major subjects or modules that follow the traditional stages of planning.
Understanding the markets. This module trains the student on how to carry out the preliminary analysis that any professional should do before drawing up the marketing strategy and actions: understanding the consumer, the competition and the customers, in the context the company operates within, and the local and global challenges companies are facing.
Acting: Defining the value proposition includes courses on designing the value proposition for the customer, from brand experience to innovation. In addition, the digital scenario and its distinctive features for creating value are covered in detail. Lastly, global strategy is also covered, so that value creation can be placed in the corporate strategic framework. An optional course covers the special features of creating a value proposition in different sectors, especially the B2B and luxury industry.
Acting: Delivery of the value proposition. The student learns how to deliver the proposition to the client, in terms of everything relating to both physical and online delivery through management of distribution channels, and how to communicate it. In addition, negotiation and team management is also covered as a key tool in business management. The module includes two optional courses for those who wish to cover this area in more detail: e-commerce and business development.
Measuring results. This module consists of two courses. The first, compulsory, analyzes the metrics and marketing control system from a threefold perspective. The second, optional, deals with brand valuation methods.
Integrating. This presents a globalized methodology for holistic and integrated content systematization and learning. This course is put into practice by means of three Labs and the Master's Dissertation, which consists of writing, presenting and defending a tutor-guided research project that may take one of the following directions: 1) a commercial feasibility analysis or business plan; 2) consultancy paper or 3) research paper on a specific topic using scientific methodology.
Furthermore, the student is offered a set of five optional modules specific to marketing whereby they can choose three. The aim is to tailor their studies to their previous profile and their personal interests.
- For those students who wish to take further studies on sales management, there are modules offered on Customer Business Development and E-commerce.
- For those students who wish to specialize in analytics, there are modules offered on Advanced Analytics and Brand valuation.
- For those students who would like a more sector-based approach, there is a module offered on Sector Marketing.
The course Internships is also offered as an optional module and could be carried out during the second part of the year.