Official Master's Degree in Marketing (MMKT)

Submission of applications:
Start: November 24, 2017


October 2017 August 2018

Open Days
March 17
June 9
September 15

Information session
Coming Soon program and register

Credits: 60 ECTS

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. Some seminars, lectures or materials may be delivered in Spanish.

High employability. 100% of students are employed within 2 years after completing the Master's Degree, 85% within 6 months.

The program is currently ranked at# 41 out of the Master's Degrees in its specialist area according to the Universal Best Master's Ranking and 4 in Spain according to El Mundo Postgrado ranking.



October 2018 to August 2019.

Total availability is a must for the first half of the programme.

Number of credits:

60 ECTS.

Attendance mode:

Full-time; total availability is a must for the first half of the programme.



Classes begin on:

October 1, 2018

Admission application deadline:

The deadline for submitting applications begins on November 24, 2017.
Information notice on the documents to be submitted


Monday - Friday, 17:00 to 22:00.

Admission Tests

  • Thursday June 14 (9:30h)
  • Wednesday June 20 (15:00h)
  • Friday June 29 (15:00h)
  • Thursday July 5 (9:30)
  • Friday July 13 (15:00h)

Open Days:

March 17

June 9

September 15

Information session:

Coming Soon program and register

Applicant profile:

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.

Admission requirements:

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.

Admission process and criteria:

  • Submission of applications: The admission application must be submitted before the deadline indicated to such effect, using the standard form and supplying all the supporting documents in compliance with the admission requirements.
  • Admission application review and personal interview: once the documents received have been reviewed, the selection process will be completed by calling the applicant in for a personal interview with the Course Director or Coordinator. Depending on the candidate's availability and location, the interview may also be conducted via telephone.
  • Admission decision:Decision notification: the decision on admission will be notified to the interested party by mail; moreover, an email and SMS message will be sent to the email address and mobile number, respectively, that are indicated in the application. The candidate may also check the status of their application through the Admissions Portal.
    • Admission to the Official Master's Degree in Marketing is decided by the Dean of the Faculty of Economics and Business Administration, through the Director of ICADE Business School, who follows the advice of the University's Admission Subcommittee. This Admission Subcommittee will be constituted by the Dean of the Faculty of Economics and Business Administration/Director of IBS, the Director and the Coordinator of the Official Master's Degree in Marketing.
    • In the case of degrees awarded outside the EHEA, it will fall to the Rector to make the decision following examination of the report issued by the Acting Subcommittee under the Postgraduate Committee, as provided for in Article 50.5 b) of the Regulations. The Committee's report should necessarily issue a decision on the correspondence between the level of training of this degree and that of Spanish university degrees; and if the foreign degree entitles the student to be admitted to the same level of postgraduate studies in the issuing country.

In order to decide on the admission of a candidate to the Official Master's Degree in Marketing, the following evaluation criteria of merit will be considered:

  • 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.
  • The assessment of the application for admission to Official Master's Degree in Marketing is reached by jointly looking at the various requirements. The final admission decision is based on the overall evaluation of the candidate in relation to the set of candidates and the total number of places available.

Support Program for Students with Disabilities


The total fee for the Master's program is EUR 16,530.

  • Full course fee and registry's administrative fees: EUR 2,178.
  • Fees: EUR 14,352 (corresponding to eight installments of EUR 1,794 each).
    Supplementary training: €2,245.00
    Course fees: €291.12 plus 8 monthly installments each of €244.24

Financial support:

Any Mexican students admitted onto our Master's program whose studies are funded by FIDERH will receive a scholarship from Comillas equivalent to 10% of the total fees of the course of study in which they are enrolled.

If you are an alumni, you are entitled to 10% discount.

Information about grants and financial aid.

Information point:

ICADE Business School
C/ Rey Francisco, 4
Tel. 91 559 20 00
This email address is being protected from spambots. You need JavaScript enabled to view it.


C/ Rey Francisco, 4. Madrid


As a professional-oriented (pre-experience) Masters' Degree, it is aimed at the student acquiring the appropriate knowledge and development of procedures and tools needed for professional performance in the area of marketing, consolidating the skills acquired in the Official Degree. Besides, pursues the development of a series of values and attitudes that shall be reflected in the quality of their work in the different professional scopes where they are to develop their career.


This Master's Degree is taught by a combination of masterclasses and lectures, projects, seminars and individual mentoring.

  • Masterclasses offer perspective on all issues and opportunities to update knowledge and offer relevant examples complementing theoretical training.
  • Projects encourage students to solve corporate problems or cases using professional tools.
  • In seminars, students prepare presentations and take part in structured discussions. Individual mentoring is used to provide students with appropriate orientations and solve any learning problems.

Formal mentoring hours are supplemented by autonomous learning on the part of the student by means of guided reading of the literature provided by the teacher, preparation for classes and individual work consisting on exercises, works and oral presentations.

Assessment Methods

Students must pass the relevant evaluations on the programme subjects.

Such evaluations shall be made both by means of exams and by continuous and comprehensive evaluation.


  • 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.

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.


First Term: Understanding

Supplementary training - 8 ECTS (EL)

Business intelligence and Marketing analytics - 3 ECTS (C)

Contemporary consumers - 3 ECTS (C)

Business Environment analysis - 3 ECTS (C)

Marketing and society - 3 ECTS (C)

Digital marketing - 3 ECTS (C)

The Lab I - 3 ECTS (C)

Second Term. Acting

Business models and global strategy - 3 ECTS (C)

Brand experience> - 3 ECTS (C)

Corporate reputation - 3 ECTS (C)

Innovation - 3 ECTS (C)

Retailing - 3 ECTS (C)

Negotiation and team management - 3 ECTS (C)

The Lab II - 3 ECTS (C)

Third Term: Measuring

Marketing metrics and performance - 3 ECTS (C)

3 elective subjects (9 ECTS)

Customer business development - 3 ECTS (EL)

E-commerce - 3 ECTS (EL)

Advanced analytics - 3 ECTS (EL)

Brand valuation - 3 ECTS (EL)

Sector marketing - 3 ECTS (EL)

The Lab III - 3 ECTS (C)

Dissertation - 6 ECTS (C)

Placements - 6 ECTS (EL)


ECTS: Credits C: Compulsory EL: Elective

Graduate profile:

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.


Innovation. The program has been restructured in order to adapt to the market demand . It has a unique course structure that enables the student to internalize the traditional stages of planning. The program is divided into four major modules:

  • Understanding the markets
  • Acting: Defining the value proposition
  • Acting: Delivery of the value proposition
  • Measuring

These four modules are supplemented with Laboratories or Labs and the Master's ends upon completion of the Master's Dissertation.

The student can carry out an internship on the second part of the program. Companies that have offered our students internships over the last few years include: Accenture, Canon, Carrefour, L'Oreal, Ogilvy, Campofrío and Universal McCann.


Learning by doing. This is the teaching model used in the program. Both the foundations and the professional tools are covered in all courses. In the Labs, guided by professionals, students have to solve case studies and problems to respond to real situations. Students´surveys evidence the satisfaction with teachers and syllabus, awarding score greater than 8/10. Likewise, the overall satisfaction with the University is very good, as students also award a score greater than 8.


Professional skill building. The program develops the most in-demand skills by companies:

  • analyzing numerical and semantic data using conventional tools
  • producing professional documents,
  • comprehensive view of the context to anticipate opportunities,
  • innovation and critical thinking,
  • Leadership 


  • The Master's Degree is taught entirely in English to strengthen the graduate's skill set.
  • An exchange term or four-month term can be carried out at European universities. 


  • You can go on to do a Ph.D. program.
  • It complies with the demanding quality and control requirements from ANECA.
  • It is taught by a university with a strong and comprehensive educational project, with a wide range of supplementary activities on offer to give you the best learning experience.

 Personalization: opportunity to choose courses according to the student's initial skill set and desired professional profile.


We reward excellence. We have three awards each of €6,000 from sponsoring organizations for exceptional students:

• Pentasoft Award for best academic record

• Pentasoft Award for best project in the field of marketing and new technology

• Nielsen Award for best project in the field of business development

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