Executive Master in
Marketing & Sales
Download Brochure
Download our brochure for detailed program information
*I have read and agree to the attached Privacy Policy
In fulfilment of Organic Law 15/1999, of 13 December, on the protection of personal data, and of Law 34/2002, of 11 July, on information society and electronic commerce services, the recipient of this document is informed that the data supplied, including the e-mail address, which are necessary for the formalization, administration and in order to carry out and complete all of ESADE's institutional activity, will be included in an automated file of personal data, for which ESADE is responsible and is the recipient. By providing their personal data and e-mail address, interested parties expressly authorize the use of these information for the purpose of periodic message, expressly including those sent by e-mail, that ESADE or the bodies belonging to its academic area send to their students, alumni and possible interested parties informing them of their activities/news, courses, programmes, and of any services and products offered that are related to the institutional activity carried out. In any case, the assignee may exercise the right of objection, access, rectification and cancellation in relation to their details by writing to Fundaci�n ESADE, Avenida de Pedralbes, 60-62, 08034 Barcelona.
Send
Download Brochure
*First Name
*Last Name
*Email
*Phone
*Years of Experience
*Contact Country
*I have read and I accept the terms established by the data protection rules
Send
Share it!
ESADE Business School
emms@esade.edu
Av. Esplugues, 92-96
08034 Barcelona - Spain
Phone +34 935 530 219
A Unique Executive Program

Most Masters programs require you to put your career on hold.

EMMS is different. Its modular structure means that you'll only need to take leave from your employing organization for limited periods, allowing you to apply the insights you are gaining immediately in your workplace.

You will also be boosting your skills and self-confidence, rapidly becoming a more substantial contributor at work as well as a stronger and more internationally oriented business leader.

For maximum effectiveness, the program combines two delivery styles:

50% FACE-TO- FACE SESSIONS

Seven rigorous, one-week residency modules held between January 2018 and February 2019 giving you the opportunity to work with leading professors from ESADE Business School in Barcelona and Madrid, and SDA Bocconi School of Management in Milan.

During these intense learning experiences you'll be interacting with seasoned executive experts, and taking advantage of opportunities to get to know and work with fellow participants from diverse backgrounds and nationalities.

The modules will be enhancing your understanding of marketing and sales management, through both theory and practice.

50% DISTANCE LEARNING

In distance learning modules you will be taking your new knowledge and skills to the next level.

During the six weeks immediately after each residency module, you will be returning home and continuing in your job while researching topics started in the face-to-face week.

This combination of simultaneous working and studying  means you will be benefiting from putting what you have learned into practice immediately.

The distance learning modules are as rigorous as the rest of EMMS with the program's intuitive, easy-to-use online platform enabling you to move at your own pace.

An example of face-to-face week

Module 2

An example of a distance learning schedule

Module 2

Program Structure

Each course will start with a residential session, continue online, and conclude with a final exam at the start of the following residential session.

The program ends with a Business Project.

01
15 Courses

Marketing Management
Analysing market opportunities, researching and selecting targets, developing market strategies, planning marketing tactics, and implementing and controlling the marketing effort: these are the essential steps of the marketing management process covered by the course.

Channel Management
This course examines topics related to the management of distribution channels: the nature of marketing channels and the global trends that characterize them; the issues that companies face in designing, managing, evaluating and changing their channels; marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies.

Marketing Research
Generating and analysing market data and organising the generation of consumer, customer, and competitor insights within an organisation are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.

Brand Management
Branding has become a critical issue in marketing management, as it is increasingly the most influential element in determining the difference between equally competitive products. The course covers the most relevant topics in brand management: the meaning and the measurement of customer-based brand equity, the dynamics and the architecture of a company’s brand portfolio, and the roles and functions of different brands.

Going to the Market
Once the target for a given product is decided, it’s time to set up the “path to the market,” the entire route that the product will follow in the passage to the final customer. This course focuses on the methodology used to design an optimal integrated commercial strategy. As more and more companies are interested in selling to the end consumer, the course will also include guides to creating powerful retail formulae, through both traditional and internet channels. Innovation orientation and its holistic commercial approach are important characteristics of this course.

Price Strategy and Management
Consumers and customers perceive price as value for money. This course addresses strategic and tactical issues related to the company’s pricing policy and to the customer’s perception of price: how to set prices on a product for the first time, how to modify a product’s price over time and space to meet varying circumstances and opportunities, how to initiate and respond to price changes

Sales Management 1
Sales personnel and key account managers serve as the company’s unique link to customers. The sales and key account people represent the company to many of its customers and in turn bring back to the company much needed intelligence about customers and competitors. The course concerns issues in sales-force design and key account management work.

Strategic Marketing
A successful marketing strategy requires a deep understanding of the market and the competitive arena. Business intelligence is used to foresee development opportunities and to create and deliver the best value for customers. This course is concerned with the process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.

International Marketing Management
In an increasingly global marketplace, companies must be able to move deftly in an international arena. In this course you will learn to formulate effective international marketing strategies and to make crucial trade-offs between standardizing and localizing marketing and sales programmes.

Finance for Marketing and Sales
Understanding the financial side of marketing and sales decisions has become a key competence required for marketing and sales people. In this course you learn to interpret a balance sheet and an income statement, to understand your financials and those of your competitors, and to evaluate the economics of marketing and sales strategies.

Sales Management 2
Customer value delivery is based on effective management of a company’s sales organisation. This course will identify the factors leading to enhanced sales organisation effectiveness and superior salesperson performance, namely developing sound objectives, strategy, leadership, control systems, motivation, incentive and compensation plans. Other issues covered are the effective conduct of personal selling, such as salesmanship and relationship building.

Market Analytics in the era of Big Data

Large amounts of data are collected, stored and organized by firms who are measuring consumer data as part of regular business. Such “Big Data” can be today retrieved easily, visualized in a simple manner, and made available to marketing strategists. In this course, you develop a working knowledge of market data analytics and learn the skills that are needed to best leverage the large amounts of market measurement data in order to enhance strategic decision making.

CRM and Business Intelligence

Customers rather than products are the most precious assets of a company. This course on customer relationship management will provide vision, strategy, operations, technology and organisational tools for building a customer-focused organisation based on customer profitability and relationship management.

Marketing Creativity and Innovation
One of the major challenges in marketing and sales management is to develop ideas for new products and to launch them successfully. This course will focus on the role of creativity and new product development as a growth strategy, highlighting the fundamental role played by marketing in finding, developing, and launching successful new products.

Integrated Marketing Communication
Companies must communicate effectively with their customers and stakeholders to leverage their strategic progress. This course covers the basic principles underlying consumer information processing, the effective management of the individual elements of the marketing communication mix, and their recombination into an integrated promotional plan.

02
5 Face-to-face Workshops

Anthropology of Consumption: a cultural approach
This workshop casts marketing in a peculiar light by examining it from the standpoint of the consumers’ life world: the web of communal relationships in which they are suspended. This impacts directly marketing management and helps to critically rethink the business approach. Stressing such a critical focus, the workshop makes extensive use of research-oriented pedagogy.

Leading and Managing People
The capacity to interact with people in order to achieve results has become a fundamental skill. But communication is something that depends on the personality and character of each interlocutor. These attributes, personality and character, influence our mental model and understanding framework that affect perception and interpretation. As a consequence it is important to be able to recognize the main personality types in order to affectively and appropriately communicate your message. At the same time it is even more important when giving or receiving feedback. Connecting and avoiding misunderstanding during the briefing and debriefing processes, will assure success and prevent conflicts.

Digital Enablers
As communications media become faster and richer and technology applications grow in sophistication, network-based organizations and user communities will continue to flourish with advances in digital platforms and media. Consequently, entrepreneurs and managers must understand technology's potential to transform and define new ways of creating wealth, and thus be able to adopt the appropriate strategies and business models.

Negotiation Skills
Negotiation skills are necessary for both our personal and professional life. However, whether you have an innate ability to negotiate or not, there are some key concepts which will help you to improve your own skills when dealing with colleagues, bosses or clients. In this short workshop, participants will be presented with relevant theory and preparation tools and given the opportunity to practice their abilities, observe other participants and reflect on what makes for successful negotiating. Participants will learn both from in-class practice and theories presented to continue improving their skills after the course is over.

Presentation Skills
This a short and intensive course to allow participants to boost their skills in situations such as public speaking, conducting one-to-one interviews, negotiations, working in groups and managing teams. The course also focuses on non-verbal communication.

 

03
Business Project

The Business Project is a highlight of the program and is conducted in small teams. Participants help a company develop a solution to a real business problem and also compete for an award.

04
Individual Executive Coaching

EMMS provides individual assessment and development of Professional Competences and Sales Skills, so that each participant will develop a plan to improve their professional profile. The applications used are Predictive Index, PRO and SSAT provided by PI Worldwide. They combine tests and personal guidance conducted by Prímula Asesores.

Schedule

15th January 2018 - 15th February 2019

Part-time study structure, combining 50% distance learning with 50% face-to-face sessions.

Modules
01
MODULE 1
Milan
Residency module: 15-20 January 2018 (Milan)
Distance Learning: 21 January-4 March 2018 (online)

Marketing Management

  • Analysing market opportunities
  • Researching and selecting targets
  • Developing market strategies
  • Planning marketing tactics
  • Implementing and controlling the marketing effort
     

Channel Management

  • Topics related to the management of distribution channels
  • The nature of marketing channels and the global trends that characterize them
  • Issues that companies face in designing, managing, evaluating and changing their channels
  • Marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies

 

Face-to-Face Workshops

Anthropology of consumption: A cultural approach

  • In this workshop, we cast marketing in a different light by examining it from the standpoint of the consumers’ life world, the web of communal relationships in which they are suspended. This impacts directly marketing management and helps to critically rethink the branding approach.
02
MODULE 2
Barcelona
Residency module: 5-10 March 2018 (Barcelona)
Distance Learning: 11 March - 6 May 2018 (online)

Marketing Research

  • Generating and analyzing market data
  • Organizing the generation of consumer, customer, and competitor insights within an organization
  • Methods, tools, and techniques for qualitative and quantitative marketing research

Brand Management

  • Use of branding  to determine the difference between equally competitive products
  • The meaning and the measurement of customer-based brand equity
  • The dynamics and the architecture of a company’s brand portfolio
  • The roles and functions of different brands

Going to the Market

  • Hot to set up the “path to the market” – the route that a product will follow in the passage to the final customer
  • Methodology to design an optimal, integrated, commercial strategy.
  • Guides to creating powerful retail formulae, through both traditional and internet channels
  • Innovation orientation and its holistic commercial approach
03
MODULE 3
Milan
Residency module: 7-12 May 2018 (Milan)
Distance Learning: 13 May - 1 July 2018 (online)

Price Strategy and Management

  • Consumer and customer perception of price as value for money
  • Strategic and tactical issues related to pricing policy
  • How to set prices on a product for the first time
  • How to modify a product’s price over time and space to meet varying circumstances and opportunities
  • How to initiate and respond to price changes

Sales Management 1

  • Connecting companies to customers
  • Success factors in sales and key account management
  • Sales-force design
  • Gathering intelligence about customers and competitors through sales & account management

Strategic Marketing

  • How to develop a successful marketing strategy based on a deep understanding of the market and the competitive arena.
  • Use of business intelligence to foresee development opportunities and to create and deliver the best value for customers.
  • The process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.
04
MODULE 4
Barcelona
Residency module: 2-7 July 2018 (Barcelona)
Distance Learning: 8 July - 9 Sept. 2018 (online)

Finance for Marketing and Sales

  • The importance of understanding the financial side of marketing and sales decisions
  • How to interpret a balance sheet and an income statement
  • Understanding your financials and those of your competitors
  • Evaluating the economics of marketing and sales strategies
     

CRM and Business Intelligence

  • Understanding that customers rather than products are the most precious assets of a company
  • Vision, strategy, operations, technology and organisational tools for building a customer-focused organisation based on customer profitability and relationship management

 

Face-to-face workshops

Leading and Managing people

  • Understanding how globalization and technology have increased the importance of interrelation and interdependence
  • Development of the essential capacity to interact with people in order to achieve results
  • How individual attributes, personality and character traits influence our mental models and understanding frameworks, affecting perception and interpretation
  • How to recognize the main personality types in order to affectively and appropriately communicate your message
  • Giving and receiving feedback
  • Connecting and avoiding misunderstanding during the briefing and debriefing processes to assure success and prevent conflicts

Digital Enablers

  • Understanding the trend towards a globalized, interdependent, knowledge and service base.
  • The effect on business models of advances in Information and Communications Technology (ICT) and digital platforms known as 'digital enablers'
  • New models of collaborative exploration and discovery, offering greater possibilities for business creation and re-invention, based on new technology
  • How entrepreneurs and managers must understand technology's potential to transform and define new ways of creating wealth in order to adopt appropriate strategies and business models.
05
MODULE 5
Madrid
Residency module: 10-15 Sept.2018 (Madrid)
Distance Learning: 16 Sept - 4 Nov. 2018 (online)

Sales Management 2

  • Effective management of a company’s sales organisation to deliver customer value
  • How to identify the factors leading to enhanced sales organisation effectiveness and superior salesperson performance
  • Development of sound objectives, strategy, leadership, control systems, motivation, incentive and compensation plans
  • Effective conduct of personal selling, such as salesmanship and relationship building


International Marketing Management

  • How to operate effectively in an increasingly global marketplace
  • How to formulate effective international marketing strategies, and to make crucial trade-offs between standardizing and localizing marketing and sales programmes.

Market Analytics in the era of Big Data

  • Large amounts of data are collected, stored and organized by firms who are measuring consumer data as part of regular business.
  • Such “Big Data” can be today retrieved easily, visualized in a simple manner, and made available to marketing strategists.
  • Develop a working knowledge of market data analytics and learn the skills that are needed to best leverage the large amounts of market measurement data in order to enhance strategic decision making.

Face-to-face workshops

Negotiation Skills

  • Essential negotiation skills for both personal and professional life
  • Key concepts to help improve your own innate skills when dealing with colleagues, bosses or clients
  • Presentation of the relevant theory and preparation tools, and the opportunity to practice your abilities, observe other participants and reflect on what makes for successful negotiating
  • How to learn both from in-class practice and theories presented to continue improving your skills after the course is over
06
MODULE 6
Milan
Residency module: 5-8 Nov. 2018 (Milan)
Distance Learning: 9 Nov. 2018 - 12 Jan. 2019 (online)

Marketing Creativity and Innovation

  • How to face the sales and marketing challenge of developing ideas for new products and launching them successfully
  • The role of creativity and new product development as a growth strategy
  • The fundamental role played by marketing in finding, developing, and launching successful new products

Digital Business and Communication

  • Know the relevant trends in digital technologies and communication and the new role of communication within the digital transformation processes of the companies

  • Be able to design a Digital Marketing Communication Plan

  • Understand what is changing in the market research approaches and the relevance of big data to support communication and relationship strategies

  • Know how to manage interactive customer experience in the different touchpoints of the customer journey

07
MODULE 7
Barcelona
Residency module & Graduation Ceremony: 13-15 February 2019

Face-to-Face Workshops

Presentation Skills

  • How to boost your skills in situations such as public speaking, conducting one-to-one interviews, negotiations, working in groups and managing teams
  • Short and intensive course including a focus on non-verbal communication

 

New Trends in Marketing

Top Manager Address

Business Project Presentation

Graduation Ceremony

Academic Insights: Get a taste of EMMS!
1
1