Master in Marketing Management

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The current professional must be prepared to face

a business world increasingly globalized, so at

ESIC

, we have developed a leading

internatio-nal MBA

, taught entirely in English, which aims

to provide an overview and International market.

The program includes an exclusive residential

area in China to apply the knowledge acquired

during the course.

The aim of the Master in Business Administration

course is to prepare students to undertake

res-ponsibilities in general management with ethical

principles and effective and efficient business

cri-teria.

The main concern of an MBA programme is to

en-sure that what students learn is what companies

need to know.

The MBA answers the question, “What do

com-panies need their executives to know in order to

carry out top management tasks?”.

This is the starting point for the preparation of

effective business professionals.

The sequence of events can be compared to a

production process: the raw materials are the

people who decide to enrol for the course, the

production process is the MBA programme itself

and the companies they will work for are the

cus-tomers who must ‘acquire’ the ‘finished product’:

A qualified professional ready to take on

manage-ment responsibilities.

METHODOLOGY

All the subjects in this Programme include the necessary theoretical and

practical contents required to enable students to carry out appropriate

management tasks.

One of the most characteristic methodological approaches used by ESIC

is the reduced number of students in each class that facilitates the

de-bate an analysis of the above mentioned contents with faculty during

normal class work.

Moreover, the Programme also includes practical case studies and

exer-cises in order to develop the students’ analytical skills and an exclusive

residential area in China.

They will have to provide solutions by means of putting into practice the

knowledge acquired during the programme.

Our faculty is made up by professors with a wide business experience

in some of the most important national and international corporations.

Students decision-making skills are also strengthened through our

bu-siness simulator which uses the latest computer technology to emulate

real business situations.

We truly believe this is the best way to give the students the opportunity

to experience the day-to-day activities and responsibilities of a business

professional.

Our teaching methodology encourages collaboration among team

mem-bers to enable them to develop projects and solve case studies.

“Your pathway to the summit in marketing”

The

Master in Marketing Management (MIM)

is an innovative, academically sound,

practice-driven, and marketing-focused programme, reflecting the current challenges of the marketplace.

By completing the

MIM

, participants will gain the key skills and knowledge to evaluate, manage

and implement marketing strategies while strengthening their ability to face and solve complex

challenges in an increasingly globalised marketing environment. In this context, the programme

has embedded in its curriculum a clear international approach enriched with the latest trends

and developments in digital marketing; two pillars that represent the foundations for tomorrow’s

marketing leaders.

The programme helps participants to make the transition into strategic management, in

particu-lar in the area of marketing. This includes having a cross-functional approach to management,

contributing significantly to the company’s strategy, making relevant contributions to board

deci-sions, and especially demonstrating high levels of influence and leadership.

The

MIM

was launched fifteen years ago as one of the first postgraduate marketing

program-mes in Europe; over tuhis time, many graduates have become leaders in companies in the field,

delivering value in different geographical areas beyond their European roots.

ESIC, Business&Marketing School

ESIC, Business & Marketing School

is the leading business school specialised in marketing in Spain

and a major business school in Europe with more than 6,000 students and an alumni network of more than

40,000. It offers learning solutions from an international, integrated, comprehensive, and global perspective.

The School has been delivering academic programmes for 50 years and has campuses in eleven Spanish

cities and in Brazil. Finally ESIC has been ranked by employers within the top 200 Business Schools in the

world and number 23 in Europe by QS in its annual QS Global Report 2014-2015. In addition, the IMBA

occupies 19th place in the Global MBA Ranking 2014 published by America Economia and is included in

the elite 75 best Business Schools in the world by CNN Expansion (2014, 57th).

Spain and Madrid

Spain is home to seven of the FT Global 500 companies and six of the Euro Stoxx 50. In addition, the country

offers the opportunity to develop and strengthen business links with China and Latin America thanks to its close

relationship with these regions. Madrid is a cosmopolitan city of great cultural and historical interest. It is also one

of Europe’s largest cities and a major business and financial centre.

Networking opportunities and professional development

A global network for marketing professionals

ESIC

promotes networking as a form of active feedback between the business world and academia. This

becomes tangible in the organisation of conferences, talks, meetings, cultural visits, etc. supporting the

development of relations to enhance participants’ professional careers.

A cutting-edge professional career in the marketing field

ESIC

offers career services and resources to participants and helps them to meet their marketing career

aspirations. In addition, during the programme, participants will have the opportunity to apply for internships.

Structure of the programme

• The marketing function

in the context of the firm

• Strategic Management

• Consumer Behaviour

• Economics for marketers

• Marketing Research

(quantitative, qualitative

and marketing science)

• CRM, Brand Management

and Corporate Reputation

• Marketing Mix

• Finance for Marketers

• Organisational Behaviour

• Innovations in the

Marketing Mix

• International Business

Management

• Digital Business

Managerial Practices

Business & Marketing

Plan

Team Building

and Communication

Empowering

Creative Thinking

Developing Effective

Managers

Emerging Themes

Europe

Asia

North America

Latin America

Africa

Current Economic

Situation

and Prospects

New Trends

in Consumption

María ALTAMIRA

PhD (c) in Marketing, University of Warwick. Master in Marke-ting Management, ESIC. Master in Management, Universidad de Deusto. Honours Degree in Business Administration, Uni-versidad de Deusto. Project Manager for China, ESIC. Former strategic consultant in Marketing and CRM, Accenture S.L.

Adan BLACK

Acting training with Harold Guskin and Gene Frankel, New York City; Advanced scene study with Elaine Strich, The Stella Adler Conservatory of Acting, New York City; Former director, actor, playwright and founder of own theatre company, New York City; Cheek by Jowl Young Directors and Designers Summer School, London/Oxford; Founder of Theatre for the People, artistic director and acting coach, Madrid; 14 years of acting coach experience with more than 90 productions directed.

Javier BLANCH

PhD (c) in Organisational Behaviour and Master in Behaviou-ral Research, UCM. PDG, IESE. Honours Degree in Psychology, Universidad de Valencia. Mass Market Division Director, Salerm Cosmetics. Former Marketing Director Spain & Portugal, ACE Insurance Company.

Alan BuTT PHILIP

PhD in Philosophy, Politics and Economics, Oxford University. Honours Degree in Philosophy, Politics and Economics, Oxford University. Former special adviser to the House of Lords Select Committee on the European Communities responsible for re-gional policy and the structural funds. Honorary Jean Monnet Reader in European Integration, University of Bath. Convenor and trustee, John Stuart Mill Institute. Co-Author of “The Chi-na-Latin America Axis”, Palgrave Macmillan (2012).

Jesús CENTENERA

PhD in Contemporary History, UNED; PDG, IESE; MBA, ESDEN; Honours Degree in Economics and Human Geography, Univer-sidad Complutense; Managing Director, Ageron Internacional; Consultant with Spain’s ICEX; ESIC’s MDCI Director.

Gaston FORNES

PhD in Management, University of Bath. MBA, Universidad Adolfo Ibáñez. Honours Degree in Business Administration, Universidad Nacional de Cuyo. ESIC´s China Centre Director. Author of “Foreign Exchange Exposure in Emerging Markets”, Palgrave Macmillan (2009) and “The China-Latin America Axis”, Palgrave Macmillan (2012). Senior Fellow of the UK Higher Education Academy. Recipient of the Liupan Mountain Friendship Award by the Ningxia (China) Government. ESIC’s IMBA and MIM Director.

Tanguy JACOPIN

PhD in Applied Economics and Marketing, La Sorbonne. Post-Doctoral studies, Columbia University (New York) and IESE. Ho-nours Degrees (2) in Economics and Marketing; La Sorbonne. Author of “CEOs as Leaders and Strategy Designers”, Palgrave Macmillan (2008). Managing Director of Global Born.

Michael de Jose BELzuNCE

PhD in Economics and Business, European University of Ma-drid. PDD, IESE. Master in Auditing, Cámara de Comercio de Madrid. Master in Financial Management, CESEM; Honours Degree in Business Administration, ICADE. Honours Degree in Law, Universidad de Deusto. Director of Information Technology and Chief Digital Officer, Grupo Leche Pascual.

Gerardo MOCHALES

PhD in Management, Universidad Complutense. PDD, Harvard University. MBA, Kellogg School of Management. Honours De-gree in Economics and Business Administration, ICADE. Direc-tor of the Commercial and Marketing department at Acciona.

Rafael ORdOzGOITI

PhD, Universidad Pontificia de Salamanca. Honours Degree in Psychology, Universidad Complutense de Madrid. President and Founding Director of RM Consultores. Author of “Curso Práctico de Marketing”, IECE (1996), “20 ideas sobre publi-cidad”, ZETA (1997), “Fact-book de Marketing y Comercial”, Aranzadi-Thomson (2000), “Imagen de marca”, ESIC (2003).

Javier ROvIRA

PhD (c) in Management, Universidad Rey Juan Carlos. DDG, IESE. Honours Degree in Management, ICADE. LLB Law, ICADE. Former Marketing Director at P&G, Pepsico, and Gon-zalez Byass. Author of “Consumering”, ESIC (2007) and “Reset & Reload” ESIC (2011).

Luis SÁNCHEz

Executive MBA, IE. MBA, ESEM. Master in Marketing, ESEM. Honours Degree in Marketing, ESEM. Partner Director of Se-ñales de Humo.

César TELLO

MBA, IE. Honours Degree in Business Administration, Univer-sity of Washington. Deputy Director, Spanish Digital Economy Association (Adigital).

Henry TRuLL

Honours Degree in Computer Systems Analysis, University of Wolverhampton. Associated Director of Marketing de Servicios. Consultant in Services Marketing and Human Resources Ma-nagement.

Joost vAN NISPEN

Master’s Degree, MIT. Master’s Degree, Dartmouth College. Honours Degree, Dartmouth College. President of ICEMD, Ins-tituto de la Economía Digital de ESIC.

Mario WEITz

PhD in Economics and Master in Applied Economics, The Ame-rican University. Honours Degree in Economics, Universidad de Buenos Aires. General Manager of Consulta Abierta. Former member of the Board at the IMF. Consultant with the World Bank, the European Commission and the IMF.

f a c u l t y s u b j e c t t o c h a n g e

The faculty members in this programme combine a crafted balance between academic background and practitioner experience.

They have proven professional experience with more than five years in senior management positions (in academia and/or in a major company).

This results in teaching informed by the latest developments in the field offered to participants in the form of academic research and/or reflections on professional experience. The great majority have completed postgraduate studies in internationally renowned universities/business schools at both Master’s and Doctoral levels.

SElECtEd fACulty profIlES (in alphabetical order)

MIM

A global network for marketing professionals

Two unique options to strengthen

the participants’ professional development

Participants should choose between one of the following two options

to complement their professional development:

the International Business Experience in China

The International Business Experience strengthens participants’ academic and professional development by

en-riching their profile with first-hand contact with the Chinese business, university, and sociocultural environments

while supporting the development of an international network. The trip, which takes place in June for a week,

includes visits to Chinese international companies, seminars and conferences from Chinese businessmen and

lecturers, as well as meetings with peers to explore joint opportunities and visits to cultural and historic sites.

The programme provides a global international approach with in-depth experience in the Chinese business

marketplace.

the Chartered postgraduate diploma

Upon the successful completion of a complementary programme and corresponding examinations, participants

will also receive the “Level 7 Chartered Postgraduate Diploma” from the Chartered Institute of Marketing (CIM,

www.cim.ac.uk), the world’s largest organisation of professional marketers with over 40,000 members

world-wide. It is a unique combination of a marketing degree plus a professional qualification and gives graduates a

distinct competitive edge for their future professional development based on both academic knowledge and

practical orientation.

The Level 7 Chartered Postgraduate Diploma in Marketing is a challenging, high-level marketing qualification

and it is recognised at Master’s level equivalent by the Scottish Credit and Qualifications Framework and the

Open University in the UK, using the UK higher education benchmarks. The Chartered Postgraduate Diploma in

Marketing is also recognised in the European Union by the European Qualifications Framework.

MIM

Start date:

Late September/Early October

duration:

From October to September. Teaching period: October to June.

Final project development: March to September.

Candidates can return to their home countries after finishing the teaching period

at the end of June and submit the project by post/email.

timetable:

Mondays to Thursdays, 19:00 to 22:00.

Some afternoons on Fridays and mornings on Saturdays

diplomas awarded upon completion:

“Master in Marketing Management”

from ESIC Business and Marketing School.

Those opting for the CPD route will also receive the

“Level 7 Chartered Postgraduate Diploma”

from the Chartered Institute of Marketing.

Student profile:

Marketers who wish to develop and reinforce their career

both in a national and international context, working at a strategic level

or aspiring to do so and wishing to acquire a top-level

professional profile within the marketing industry.

teaching methods:

Classroom-based lectures, case studies, group work.

All teaching is delivered in English.

Individual final project:

The final project gives participants the opportunity to apply the knowledge

and experience acquired during the programme.

Supported by a tutor, participants will design and develop

a real business plan at the end of the programme.

further double degree options:

After completing the MIM, participants can continue their studies for one year in Shanghai

and after successful completion of the programme will receive the MBA degree

from Shanghai University (http://www.shumba.cn/). Extra fees apply.

Average class profile:

The MIM aT a glance

Master in

Marketing

Management

Training

the professionals

demanded by

the business community

for more than 50 years.

This has been,

and will continue to be,

our mission as educators.

30%

70%

25

Average age

Average number of nationalities per year: 6-8

including Chinese, Portuguese, Colombian, Russian, Kazakhstani, Venezuelan, Mexican, Spanish, Moroccan, French, British, American, Dutch, among others.

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Master in Marketing Management

www.esic.edu/mim

ESIC Business and Marketing School

Avda. de Valdenigrales s/n 28223 Pozuelo de Alarcón, Madrid, Spain