Executive Master in
Marketing & Sales
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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

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
16 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
This course presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions. Main topics are: a general framework on modern Sales Management; the changing role of selling and sales management in organizations; managing change in the sales force; Leading and managing salespeople’s performance.

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
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
This course follows the first part on sales (Sales Management 1 in Module 3)  and presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions in b2b relationships.  Main topics explored are: Designing and aligning the sales force organization with the marketing strategies; designing and managing an effective compensation plan to motivate sales people and to drive their performances; key account management program that works: challenges and key contents in segmentation, organization and planning. 

Marketing Analytics in the era of Big Data
The industrial Internet is increasingly allowing firms to measure consumer data (usage data, perceptions data and preference data) as part of regular business, without a study. Large amounts of data are collected, stored and organized.. The fact that “Big Data” are increasingly available to support strategic decision making is an absolutely amazing advance. But it is going to challenge you as a marketing strategist because it is going to be now up to you: • to judge what questions to ask from the market measurement data; • to understand what the measurement data tells you about your markets; • to know how to link cause and effect between your resource.

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
The ideation and development of new products represents one of the key assets firms can exploit to maintain and expand their market position in today’s dynamic markets.  This course develops executives’ understanding of how firms use innovation to position themselves strategically, from the perspective of a Chief Innovation Officer and a Chief Marketing Officer.  The course is organized around three sections. It first provides a practical introduction to the process of formulating an innovation strategy. Second, it focuses on the theme of organizational creativity.  Third, it covers the major phases and tools related to the new product development.

Digital Business
The course illustrates the main theoretical and empirical principles on which internet is based, with reference to market segmentation, targeting and positioning of a company. Another goal is to expose participants to the key challenge/opportunity of the company’s digital transformation, along with its peculiar business implications/key leverage points such as the reshaping of the commercial value chain; the co-petition; the co-creation. The course also explains the main technicalities related to hybrid business models and, in particular, the golden rules for their design, implementation, development and management.

360Âş Communication
The course aims at helping participants to distinguish traits of a brilliant digital communication, such that the entire value of the company is advocated and delivered, face to a web world which is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the company’s website, in terms of usability & architecture, look & feel, KPIs. Main logics and tools, as well as the "do's and don'ts", of a brilliant and consistent "offline communication" will be presented and sicussed whilst providing participants with a 360°, exhaustive understanding of the communication process.

02
4 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 PeopleRegardless of eachone particular industry, functional role, or technical expertise, personal time is increasingly focused on managing and communicating with the individuals and teams in your workplace. This workshop aims to achieve the following learning objectives: raise self-awareness; learn how to lead through having powerful conversation; understand how to create a high performing team; provide tools for leading people and teams. 

Social Media Marketing
Any doubt we are in a digital race? The goal of this course is to understand exactly the impact on this new environment, and how organizations can benefit from them, understanding the risks and the value of this new paradigm called digital age and how this may affect the way we communicate, how we consume, how we choose, how we compare and how we purchase. We will be focus on the 360º digital marketing, and the direct impact and transformation in now a days marketing companies’ strategies and the tactical implementation in their communication plan.

Communication & 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.

03
Business Project

The Business Project is a highlight of the programme and is conducted in small teams at the end of the coursework. Participants help a company develop a solution to a real business problem and also compete for an award. Here is an opportunity for participants to apply their newly acquired knowledge and work closely with some of their colleagues.

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 PrĂ­mula Asesores.

Schedule

14th January 2019 - 14th February 2020

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

Modules
01
MODULE 1
Milan
Residency module: 14 - 19 Jan 2019 (Milan)
Distance Learning: 21 Jan - 1 Mar 2019 (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

  • 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.
02
MODULE 2
Barcelona
Residency module: 4 - 9 Mar 2019 (Barcelona)
Distance Learning: 11 Mar- 3 May 2019 (online)

Marketing Research

  • Generating and analysing 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: 6 - 11 May 2019 (Milan)
Distance Learning: 13 May - 28 June 2019 (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: 1 - 6 July 2019 (Barcelona)
Distance Learning: 8 Jul - 6 Sept 2019 (online)
Summer Break: 27 July - 15 Aug

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

International Marketing 

  • 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.

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
05
MODULE 5
Madrid
Residency module: 9 - 14 Sept.2019 (Madrid)
Distance Learning: 16 Sept - 1 Nov. 2019 (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


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.


Group Field Project Works: challenges and kick-off

During this Module will be presented the group field project works on real word challenges. Companies and Schools tutors will attend the meeting personally or online sharing with the Class the goals and task for an effective first set up.  Following this presentation groups will start their field project which will end up with the final presentation and discussion while in Barcelona for the last Module and Graduation 

Face-to-face workshops

Social Media Marketing

Any doubt we are in a digital race? The goal of this course is to understand exactly the impact on this new environment, and how organizations can benefit from them, understanding the risks and the value of this new paradigm called digital age and how this may affect the way we communicate, how we consume, how we choose, how we compare and how we purchase. We will be focus on the 360º digital marketing, and the direct impact and transformation in now a days marketing companies’ strategies and the tactical implementation in their communication plan.

06
MODULE 6
Milan
Residency module: 4 - 7 Nov. 2019 (Milan)
Distance Learning: 11 Nov. 2019 - 21 Jan. 2020 (online)
Winter Break: 21 Dec - 7 Jan

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

  • 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

360Âş Communication

The course aims at helping participants to distinguish traits of a brilliant digital communication, such that the entire value of the company is advocated and delivered, face to a web world which is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the company’s website, in terms of usability & architecture, look & feel, KPIs. 

07
MODULE 7
Barcelona
Residency module & Graduation Ceremony: 12 - 14 February 2020

Face-to-Face Workshops

​Communication & 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
  • 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

Business Project Presentation

The Business Project is a highlight of the programme and is conducted in small teams at the end of the coursework. Participants help a company develop a solution to a real business problem and also compete for an award. Here is an opportunity for participants to apply their newly acquired knowledge and work closely with some of their colleagues.

Graduation Ceremony

Academic Insights: Get a taste of EMMS!
1
"Leading and Managing People"
Lecturer Marc Correa
"Leading and Managing People"
Lecturer Marc Correa
"When you are in the middle of the hurricane, you don't have enough time to think about what really matters to you"
"Marketing & Technology"
Lecturer LluĂ­s Soldevila and Julio Villalobos
"Marketing & Technology"
Lecturer LluĂ­s Soldevila and Julio Villalobos
“We don’t want students to understand the technical concepts associated with a particular technology, but rather the opportunities it presents and the ways in which it can be used in terms of business.”
"Finance for Marketing & Sales"
Prof. Joan Massons
"Finance for Marketing & Sales"
Prof. Joan Massons
“Sometimes, finance and marketing are at odds with one another. What is the right balance between the marketing and finance points of view?”
"Marketing Research"
Prof. Marta GabarrĂł
"Marketing Research"
Prof. Marta GabarrĂł
“Marketing research is about putting your consumer at the centre in order to help your business grow.”
"Going to the Market"
Prof. LluĂ­s MartĂ­nez-Ribes
"Going to the Market"
Prof. LluĂ­s MartĂ­nez-Ribes
“This course is about the channels for getting the customer. Every customer who has a smartphone is a shop.”
Faculty

EMMS Program Directors and Faculty members are all experts in their fields. Their work is grounded in research, publishing, teaching and consultancy with some of the world's most famous companies. They share a passion for communicating and a dedication to improving the careers of program participants.

Program Directors

Michele Quintano

Michele Quintano

Director

ESADE Business School

Michele Quintano is enthusiastic about marketing and management issues. Graduated in Business Administration at UniversitĂ  Commerciale Luigi Bocconi, has a Master in International Management, CEMS and a PhD in Management Sciences from ESADE Business School. Very committed in teaching and in research.

Besides serving as the Emms Academic Director on the ESADE side, is Visiting Professor of the Marketing Management Department of ESADE, Associate Director of the ESADE Executive MBA and Professor of Marketing and Business Management at UniversitĂ  di Napoli Parthenope.

Marco Aurelio Sisti

Marco Aurelio Sisti

Director

SDA Bocconi School of Management

Marco Aurelio Sisti is a real sales enthusiast and truly passionate about working hard on his teaching and research job, with a view to develop - and share with managers - a holistic view of marketing and sales strategies. SDA Bocconi’s Professor of Marketing & Sales, he is co-founder of SDA’s Commercial Excellence Lab and Head of the Marketing Community. Marco Aurelio has been visiting professor in International Business Schools, Director and Lecturer in Executive, MBA and Undergraduate Programs. He has also been a consultant for several large and medium leading international companies.

Faculty

Alessandro Arbore

Alessandro Arbore

SDA Professor

Marketing Management

Cristina Bellido

Cristina Bellido

ESADE Lecturer

CRM and Business Intelligence

Sandro Castaldo

Sandro Castaldo

SDA Professor
Scientific Supervisor

Paola Cillo

Paola Cillo

SDA Professor

Marketing Creativity and Innovation

Marc Correa

Marc Correa

ESADE Lecturer

Leading and Managing People

Bernard CovĂ 

Bernard CovĂ 

SDA Lecturer

Culture and Anthropology

Andres Cuneo

Andres Cuneo

ESADE Associate Professor

Brand Management

Skander Esseghaier

Skander Esseghaier

ESADE Associate Professor

Josep Franch

Josep Franch

Dean of ESADE Business School
ESADE Associate Professor

International Marketing Management

Marta GabarrĂł

Marta GabarrĂł

ESADE Lecturer

Marketing Research

Paolo Guenzi

Paolo Guenzi

SDA Professor

Sales Management

Steven Guest

Steven Guest

ESADE Lecturer

Negotiation Skills & Presentation Skills

David Jarach

David Jarach

SDA Professor

Price Strategy and Management

Andreina Mandelli

Andreina Mandelli

SDA Professor

Integrated Marketing Communication

LluĂ­s MartĂ­nez-Ribes

LluĂ­s MartĂ­nez-Ribes

ESADE Associate Professor

Going to the Market

Joan Massons

Joan Massons

ESADE Associate Professor

Finance for Marketing and Sales

Chiara Mauri

Chiara Mauri

SDA Professor

Head of Business Projects

Emanuela Prandelli

Emanuela Prandelli

SDA Professor

Marketing Management

Katia Premazzi

Katia Premazzi

SDA Professor

Channel Management

Chiara Saibene

Chiara Saibene

SDA Professor

Price Strategy and Management

LluĂ­s Soldevila

LluĂ­s Soldevila

ESADE Lecturer

Digital Enablers

ESADE Business School
emms@esade.edu
Av. Esplugues, 92-96
08034 Barcelona - Spain
Phone +34 935 530 219
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