Master's Degree in International Marketing Management

Basic Information

What knowledge will I acquire with this Master?

The fundamental objective of the master's degree is to train marketing managers with knowledge and skills in management processes and market analysis at an international level, allowing them to design, plan, manage and execute marketing strategies and business opportunities that generate competitive advantages, with a strategic vision, in accordance with the dynamics of global, dynamic and competitive environments, which ensure consumer satisfaction and the profitability of the actions undertaken, promoting corporate internationalization.

Is this degree official according to the regulations required by the European Higher Education Area?

Yes (final verification report is attached), starting the first course in the academic year 2019-20.

Final verification report turned out FAVORABLE

Favorable report first modification

Is it necessary to pass an access test?

It is not necessary.

What is the minimum number of credits for which I can enroll?

You can see it in the rules of permanence in this link

Recommended income profile

The master's degree is preferably aimed at graduates, graduates and diploma holders with a university degree in the following areas:

Economic and business Sciences
business Studies
Marketing
Business Management
Economy
Research and market techniques

Objectives

The objective of this master's degree is to train marketing managers with knowledge and skills in management processes and market analysis at an international level, management of new technologies and strategic vision, which allow them to plan and execute marketing strategies that generate competitive advantages and of business opportunities in accordance with the dynamics of global, dynamic and competitive environments, and that ensure consumer satisfaction and the profitability of the actions undertaken.

The program gives a prominent role to marketing management integrated into the company's strategy and as a source of creating competitive advantages in international markets, given the growing assumption of responsibilities by marketing managers as team members senior management who must pronounce on essential strategic decisions.

The specific objectives pursued by the program include the following goals:

Develop a global perspective on business and marketing.
Develop analytical and strategic capacity in commercial, marketing and international business environments.
Train in processes of analysis and interpretation of the trends that guide the course of international markets, to launch products that respond to global demand.
Identify marketing opportunities in the new international environment.
Understand the purchasing behavior of customers and consumers in international markets and translate this knowledge into value creation.
Appreciate the impact of cross-cultural issues on international transactions, international marketing decisions, and building the knowledge base necessary for strategic marketing decisions.
Determine the international potential of companies and their products, by analyzing the international environment and business diagnosis.
Manage the methodologies applicable to the investigation of national and foreign markets.
Assess information needs, design appropriate research strategies, and collect powerful data to support strategic marketing decision making.
Obtain and convert business intelligence data into useful information for action.
Develop, analyze and use marketing metrics and analytics.
Apply tools for making marketing decisions leading to internationalization.
Evaluate alternative methods of market selection, market entry and marketing mix decisions in international markets.
Determine the target markets for the development of the company's internationalization strategies.
Formulate marketing strategies embedded in the corporate strategy.
Evaluate the organizational and financial implications of international marketing decisions and international strategic marketing.
Train entrepreneurial marketing professionals who can make strategic decisions

The specialist in international marketing management will have the skills to, at the end of the program, perform in the following outputs:

Manager or director of marketing in organizations of all kinds with international projection or with operations abroad
Director of national and international marketing areas
global brand manager
Global Sales Director
Consultant of market intelligence and research processes, and design of strategies and policies related to the projection of companies towards international markets
Generator of innovative internationalization processes and internationalization projects with a comprehensive strategic approach
Advisor of international markets that require the appropriate direction to achieve business objectives
International Marketing Analyst

Competences

BASIC SKILLS

Custom code	Description
CB06	Possess and understand knowledge that provides a foundation or opportunity to be original in the development and/or application of ideas, often in a research context
CB07	That students know how to apply the knowledge acquired and their ability to solve problems in new or little-known environments within broader (or multidisciplinary) contexts related to their area of study
CB08	That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
CB09	That students know how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way
CB10	That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

GENERAL COMPETENCIES

Custom code	Description
G01	Ability to lead multi-country and multi-market teams and projects, generating synergies between the marketing and sales functions.
CG02	Develop professionally with the ability to decide between commercial alternatives and communication plans with an international scope
CG03	Correctly select and apply models, techniques, methods and tools for financial and cost-benefit analysis specific to commercial management, marketing and communication.
CG04	Design and implement commercial and marketing strategies consistent with the detailed analysis of the elements of the macro and micro environment at a global level.
CG05	Analyze the internal and external situation to develop diagnoses of the organizations, in order to establish coherent plans and alternatives.
CG06	Recognize how the results of national and international market research affect the design, marketing and communication of products.
CG07	Select, develop and apply the optimal commercial, marketing and communication strategies based on the business strategy and from an international scope.
CG08	Work with multidisciplinary, multicultural sales teams made up of people of different nationalities in marketing projects of international scope
CG09	Manage new technologies, developed in the business field and apply them in the development of international marketing management

SPECIFIC COMPETENCES

Custom code	Description
CE01	Calculate and interpret the economic, commercial and financial indicators that allow analyzing the situation and trends of national markets and international trade
CE02	Design the organizational structure (division of labor and coordination methods) of the marketing and sales departments in internationalized companies, taking into account the nature of the markets, the objectives of the company, the extension and complexity of the commercial network, the channels of distribution and internationalization strategy
CE03	Apply advanced solutions to collect and analyze information (such as competitive intelligence, big data, ERP, etc.) and master their use to identify and study promising markets and market trends on an international scale
CE04	Make sales forecasts differentiated by markets within an international context and establish objectives in accordance with the diagnoses, taking into account the foreseeable situation of each country
CE05	Define business objectives of growth, profitability and solvency for the product portfolio and for all markets, teams, channels and countries, so that they contribute to corporate objectives
CE06	Adopt international marketing decisions based on the statistical analysis of information
CE07	Elaborate the international marketing mix strategy so that it contributes to the reinforcement of the competitive advantages of the company
CE08	Design, implement and evaluate international business plans focused on increasing the value of the company's customers, integrating new technologies in this process and taking into account the peculiarities of each foreign market
CE09	Design and implement customer account management models aimed at maximizing value delivery for global and local buyers
CE10	Conceive and implement commercial strategies capable of generating maximum penetration in international market targets in a sustainable manner, that is, with the service structure adjusted to the demands of consumers in each of them
CE11	Establish the global strategy of image, identity and culture of the company in accordance with the corporate and marketing objectives and with the comparative position of the company
CE12	Conceive and execute internal and external communication plans that reinforce the company's position in the different international markets, selecting the best way to contribute to the competitive advantages that it has or wishes to achieve
CE13	Evaluate the changes that a digital marketing strategy can bring about in the commercial, production and logistics policies to be implemented in each international market and assess its contribution to the creation of global value for the company

TRANSVERSAL COMPETENCES

Custom code	Description
CT01	Entrepreneurship and innovation. Know and understand the organization of a company and the sciences that govern its activity; have the ability to understand labor standards and the relationships between planning, industrial and commercial strategies, quality and profit.
CT02	Sustainability and Social Commitment. Know and understand the complexity of the economic and social phenomena typical of the welfare society; have the ability to relate well-being to globalization and sustainability; achieve skills to use technique, technology, economy and sustainability in a balanced and compatible way.
CT03	Teamwork. Being able to work as a member of an interdisciplinary team, either as a member or carrying out management tasks, in order to contribute to developing projects with pragmatism and a sense of responsibility, assuming commitments taking into account the available resources.
CT04	Solvent use of information resources. Manage the acquisition, structuring, analysis and visualization of data and information in the field of specialization, and critically assess the results of said management.
CT05	Second language. Know a second language, English, with an adequate oral and written level and in line with the needs that graduates will have.

Admission and enrollment

Admission:

The requirements for access to the proposed title are according to article 18, of Royal Decree 822/2021, of September 28:

Possession of an official Spanish Graduate or Graduate university degree or equivalent is a condition for accessing a Master's Degree, or, where appropriate, having another University Master's degree, or titles of the same level as the Spanish Bachelor's or Master's degree issued by universities and higher education institutions in an EHEA country that in that country allow access to Master's degrees.
In the same way, people in possession of titles from educational systems that are not part of the EHEA, which are equivalent to a Bachelor's degree, will be able to access a Master's Degree in the Spanish university system, without the need for homologation of the title, but verification by of the university of the level of training that they imply, as long as in the country where said title was issued it allows access to university postgraduate level studies. In no case will access through this route imply the homologation of the previous degree held by the person concerned or its recognition for other purposes than that of carrying out the Master's degree.

Recommended requirements:

The master's degree is preferably aimed at graduates, graduates and diploma holders with a university degree in the following areas:

Economic and business Sciences
business Studies
Marketing
Business Management
Economy
Research and market techniques

Selection of applicants:

Offer of places: 50 seats. If the minimum number of students envisaged is not reached in a course, the University may choose not to open the teaching group.

See admission and enrollment

Training itinerary

Master's Teaching Guides

ACCESS THE COURSE GUIDES OF THE DEGREE

Training Itinerary

CODE	Subjects	ECTS	SEMESTER	TYPE
630501	Strategic management of international marketing: Keys to competition and success in markets	6	1	OBL
630502	Development of the marketing professional in a global environment	6	1	OBL
630503	Global markets: research and identification of the value proposition	6	1	OBL
630504	Creation of value in international markets	6	1	OBL
630505	Economic-financial management of strategic international marketing decisions	6	1	OBL
630506	Digital marketing in international environments	6	2	OBL
630507	Delivery of value to the international client	6	2	OBL
630508	International sales and marketing strategies	6	2	OBL
630509	Company internships	6	2	PE
630510	Master's thesis	6	2	TFM

Material resources

External Internships

The External Practices subject is a curricular subject whose main objective is to promote a comprehensive training of the student through the practical application of the knowledge acquired during the Master's degree, which facilitates direct contact with the professional activity and the opportunity to join the professional world with a minimum of experience. All practices are designed so that the students who participate in them acquire professional experience in real situations and conditions, applying the knowledge, skills and attitudes that are acquired in the training processes throughout the degree. The internships represent a decisive opportunity for the personal development and professional future of the students.

Internships are activities carried out by the student in companies, institutions and organizations; that is, in centers outside the university premises, which aim to enrich and complement their university education, while providing them with a deeper knowledge about the skills they will need in the future.

The External Practices subject will consist of two phases.

First. Completion of the internship period that offers professional experience related to any of the profiles that are expressed in the Verification Report of the degree.

Second. Preparation of memory.

Documentation:

Degree Training Project

For more information: External Internship Unit

Social Security contributions for interns starting January 1, 2024

Mobility programs

University Master's degrees, due to their duration and characteristics, in general do not specifically contemplate the mobility of their students. However, the Rey Juan Carlos University has different mobility programs for both students and University workers (PDI and PAS) and has procedures for collecting and analyzing information on these mobility programs. The management of all the mobility programs of the University is centralized in the Office of the Vice President for International Relations and any student of the University can participate in them.

URJC Mobility

Regulation

STUDENTS

COEXISTENCE REGIME

Coexistence Regulations of the Rey Juan Carlos University for the Development of Law 3/2022, of February 24, on University Coexistence, approved by Agreement of March 30, 2023, of the Governing Council of the University

SCHOOL INSURANCE

School Insurance

ASSOCIATIONS

Regulation student associations

Quality guarantee

RUCT link

BOCM Link

Internal quality assurance system

Manual of the Internal Quality Assurance System

Composition of the commission

Results report

Once the monitoring of the Master's Degree has been carried out, the most relevant quantitative information on the results obtained in the monitoring of said Degree is displayed, differentiated by academic year.

Report by course:

General information collection plan

Within the quality assurance system of the Rey Juan Carlos University, the following surveys are planned:

- Student profile

- Teacher evaluation

- Degree of satisfaction:

Of the students
of the graduates
From the Faculty
Administration and Services Staff

- Labor insertion

- External internships:

Satisfaction of interns
External tutor satisfaction
Employer satisfaction

Survey results:

Improvement actions

The Quality Assurance System of the Rey Juan Carlos University establishes that the degree's Quality Assurance Commission will annually analyze the information derived from the degree's indicators and prepare a report that will include improvement plans if the results so indicate.

Renewal of accreditation

The renewal of the accreditation represents the culmination of the implementation process of the official Bachelor's and Master's degrees registered in the Register of Universities, Centers and Degrees (RUCT). The renewal of the accreditation of official bachelor's and master's degrees is organized in three phases: self-assessment report, external visit and final assessment.

In the first phase, the university describes and assesses the status of the degree with respect to the established criteria and guidelines. The result is the Self-Assessment Report (IA) that is presented. The second and third phases are carried out by a group of evaluators external to the evaluated title.”