Master in Strategic Marketing

Program Presentation

The Master in Strategic Marketing specializes in integrating the basic concepts related to the system of thought, action and Marketing Management in the XXI century, within the context of a combined strategic management approach in entrepreneurial and public, profit and non-profit organizations, and the different processes, techniques and tools that can be useful for the efficient conduct thereof.

Through this training program, the Master in Strategic Marketing specializing in Marketing achieves the pedagogical articulation of the theoretical fundaments and case studies within the application space of a marketing management. At the end of the Master's program in Strategic Management specializing in Marketing, the student will be able to:

  • Integrally apply the marketing thinking, action and management in the organization, based on the methodology, capacities and management abilities.
  • Plan, organize, implement and control functions and procedures, both at the strategic marketing and the operational level.
  • Plan, organize, implement and control functions and procedures, both at the strategic operational marketing level.
  • Understand and master the most appropriate techniques in this area to enhance management and decision making skills.

Who is the programme for?

The Master in Strategic Marketing Management is aimed at professionals with previous notions of the material, either from the academic or professional field, that wish to broaden or strengthen their knowledge in Marketing.

Diploma

Once the program has been successfully finalized, the student will receive their Master in Strategic Marketing Management.

The diplomas will be issued by the university in which the student enrolled in with sponsorship of the Ibero-American University Foundation (FUNIBER).

Program Structure

The estimated duration for the completion of the Master in Strategic Marketing Management is 850 hours (85 credits)a.

Regarding the distribution of time it is established that:

  • As it is an online Program, and is not subject to classroom attendance, a specific start date is not established, which means the student can sign up for the class at any moment, as long as there are available spaces.
  • For academic and learning purposes it has a minimum duration of six months, in exceptional cases.
  • The maximum duration to complete the program is 24 months. During this period, the student must have handed in all of the corresponding evaluations of the subjects and the Final Project or Thesis.

The credit structure for the Master in Strategic Marketing Management is summarized in the following table:

  CREDITSa LENGTHb HOURS
1ª Part: Introduction to the Strategic Business Management Environment 29 8 290
2ª Part: Strategic Marketing Management 24 7 240
3ª Part: Marketing Mix and Services Management 22 5 220
4ª Part: Final Project or Thesis 10 4 100
TOTAL 85 24 850

a. The equivalent of credits may vary according to the university granting the degree.
b. Length in months.

Objectives

General objective:

  • Train professionals that have a strategic and executive way of thinking on Marketing management within the framework of the integrated management and systematic approach of the organization, so they can develop themselves with the acquired skills at any level of command and any sector of public and private business activity.

Specific objectives:

  • Understand and learn the adequate techniques in the area of Marketing Management to boost management and decision making skills.
  • Understand and manage modern Marketing Management techniques, based on the use of the new information processing technologies within the business framework.
  • Endow with management skills, as well as with the methodology to be able to carry out the effective and efficient management of strategic marketing in the organization.
  • Develop the functions and procedures for the planning, organizing, execution and control of marketing management in organizations.
  • Determine and analyze the activities and responsibilities of the marketing director in each field of expertise, and so propose tools to be able to fulfill each one of the phases of marketing management processes.

Career Opportunities

Some of the career opportunities of the Master in Strategic Marketing Management:

  • Product Manager.
  • Consultant.
  • Business advisor.

Study Plan

The Master in Strategic Marketing Management program has a curricular structure based on 4 parts:

  • 1ST PART: INTRODUCTION TO THE STRATEGIC BUSINESS MANAGEMENT ENVIRONMENT

The first part seeks to give a general idea of aspects associated with the strategic business management environment, from an administrative, organizational, human resources, social and marketing point of view.

The corresponding subjects and hours that make up the first part are shown in the following table:

INTRODUCTION TO THE STRATEGIC BUSINESS MANAGEMENT ENVIRONMENT
SUBJECTS HOURS
Business Management and Administration 40
Strategic Planning and Management 40
Strategic Management of Human Resources 30
Management Techniques and Organizational Leadership 30
Conflict Resolution and Negotiation Techniques 30
Management Techniques for Work team 30
Business Ethics and Corporate Social Responsibilities 40
e-Business and its Integration with Corporate Management Systems 50
TOTAL 290
  • 2ND PART: STRATEGIC MARKETING MANAGEMENT

The second part is one of the main parts of the Master’s degree. It essentially consists of Strategic Marketing; the student will go more in depth in the field of strategic marketing as an analysis tool, needed for the management and fulfillment of business objectives.

The corresponding subjects and hours that make up the second part are shown in the following table:

STRATEGIC MARKETING MANAGEMENT
SUBJECTS HOURS
Introduction to the New Marketing 30
Marketing Research 30
Consumer-Buyer Behavior 30
Development of the Marketing Strategy 40
International Marketing and Commerce 30
Relational Marketing 30
Electronic Marketing and Commerce 30
Marketing Audit 20
TOTAL 240
  • 3RD PART: MARKETING MIX AND SERVICES MANAGEMENT

The third part involves everything related to strategic planning and action on the marketing mix variables.

The corresponding subjects and hours that make up the third part are shown in the following table:

MARKETING MIX AND SERVICES MANAGEMENT
SUBJECTS HOURS
Product management and brand policies 40
Price Management Policy 40
Distribution Management Policy 40
Communication Management Policy 40
Service Marketing 30
The Marketing Plan 30
TOTAL 220

These subjects, in spite of being independent, are self-contained and are structured in accordance with a coherent pedagogical order. Each one is divided in basic thematic units or chapters, whose content includes written material that should be studied in order to successfully respond to the evaluation activities.

  • 4TH PART: FINAL PROJECT OR THESIS

The Final Master Project or Thesis, which has a workload of 100 hours, has as an objective to present a completed work that shows the whole development of a project, contemplating the possibility of its implementation.

FINAL PROJECT OR THESIS
SUBJECT HOURS
Final Project 100

Management

  • Dr. Silvia Aparicio. Doctora en Ciencias Económicas por la Universidad Autónoma de Madrid y Licenciada en Administración y Dirección de Empresas por la Universidad de Cantabria. Directora Académica Internacional del Área de Desarrollo Directivo, Organización Empresarial y Recursos Humanos de la Fundación Universitaria Iberoamericana, FUNIBER.
  • Dr. Cristina Hidalgo González. Doctor in Business QC from the University of León. Associate professor in the Department of Applied Economics at the University of León.
  • Dr. Rubén Calderón Iglesias. Doctor in Economics from the University Antonio de Nebrija, Spain. Professor at the International Iberoamerican University.
  • Dr. (c) Carmen Lilí Rodríguez Velasco. Doctorate candidate in Education from the International Ibero-American University. Master’s in Occupational and Organizational Psychology from the University of Havana, Cuba. International Academic Coordinator of the Management Development, Business Organization and Human Resources Area, at FUNIBER.
  • Dr. (c) Daniela Torrico Villarroel. Doctorate in Projects, Marketing Research, International Iberoamerican University (in process). Master’s in Business Administration (La Salle Business Administration). Master’s in Business Marketing and Distribution (Polytechnic University of Catalonia). Academic Program Coordinator of the Master’s program in Strategic Marketing and its Specializations.

Teaching staff and Authors

  • Dr. Manuel Maeda Takeuchi. Profesor de Programas de Ingeniería y Administración de Empresas, Universidad de Piura, Perú. Experiencia Gerencial en Administración, Proyectos de Corporación, Administración de Operaciones y Administración y Finanzas.
  • Dr. Salvador Rus Rufino. Doctor in Philosophy from the University of Navarra. Doctor in History from the University of León. Professor at the University of León. Director of the Department of History of Family Business, University of León.
  • Dr. Cristina Hidalgo González. Doctor of Business Administration QC. from the University of León. Professor of the Department of Applied Economics at the University of León.
  • Dr. Francisco J. Hidalgo Trujillo. Doctor in Engineering Projects: Environment, Safety, Quality and Communications from the Polytechnic University of Catalonia. Advisory and consulting organizations. Strategic processes and business development analyst.
  • Dr. Rubén Calderón Iglesias. Doctor in Economics from the University Antonio de Nebrija, Spain. Professor at International Iberoamerican University.
  • Dr. (c) Julién Brito Ballester. Doctorate in Projects from the International Iberoamerican University (in process). Master's in Occupational and Organizational Psychology from the University of Havana Cuba. Master's in Human Resources Management from the Autonomous University of Barcelona. Master's in Systemic Coaching from the Autonomous University of Barcelona. International Consultant and Human Resources Management, Training, Professional Development and Skills Expert.
  • Dr. (c) Andrea Gutiérrez Jiménez. Doctorate in Projects from the International Iberoamerican University (in process). Master's in Human Resources and Knowledge Management at the University of León, Spain. Program Coordinator and Professor at FUNIBER.
  • Dr. (c) Carmen Mary González Fernández. Doctorate in Projects from the International Iberoamerican University (in process). Master's in Strategic Management of Family Businesses from the University of León, Spain. Processes consultant. Family businesswoman. Professor at FUNIBER.
  • Dr. (c) Diego J. Kurtz. Doctorate in Engineering and Knowledge Management by PPGEGC - UFSC (in process). Master's in International Business - Wiesbaden Business School, Germany. Core Research for Sustainability Management (www.ngs.ufsc.br) and Junior SME Dynamic Project Researcher (www.dynamic-sme.org). Program Coordinator and Professor at FUNIBER.
  • Dr. (c) Diana Patricia Cortés Díaz. Doctorate in Projects, from the International Ibero-American University (in process). Master's in Human Resources and Knowledge Management at the University of León, Spain. Specialized consultant in Labor Law and Social Security. Program Coordinator and Professor at FUNIBER.
  • Dr. (c) Carmen Lilí Rodríguez Velasco. Doctorate in Education from the International Iberoamerican University (in process). Master's in Occupational and Organizational Psychology from the University of Havana, Cuba. International Academic Coordinator of the Management Development Area, Business Organization and Human Resources at FUNIBER.
  • Ms. María Eugenia Luna Borgaro. Master's in Human Resources and Knowledge Management from the University of León, Spain. Expert on Human Resources Management and Management Skills. Professor at FUNIBER.

FUNIBER Training Scholarships

The Iberoamerican University Foundation (FUNIBER) allocates periodically an extraordinary economic item for FUNIBER Training Scholarships.

To apply, please fill out the information request form that appears in the web of FUNIBER or contact directly the Foundation’s headquarters in your country that will inform you if you need to provide some additional information.

Once the documentation is received, the Evaluation Committee will determine your application's eligibility for the FUNIBER Training Scholarship.