Master of Science in Marketing & Sales Management
- October 2026
- 10/14 months
- Spanish & English
- Multiples modalities
80% of places filled
13 places remaining
The Master in Marketing and Commercial Management is designed for professionals who want to lead organisations’ commercial strategies in an environment shaped by digitalisation, evolving consumer behaviour and the need to generate new business opportunities. The programme combines strategic marketing with commercial management to develop professionals capable of connecting brand, customer and business results.
Throughout the master's degree, you will explore marketing strategy, consumer behaviour, sales, customer experience, go-to-market strategies, digital marketing and data analysis applied to decision-making. You will also gain knowledge in digital marketing, customer experience and sales team management, combining strategy and practical application to solve real business challenges.
Upon completing the Master in Marketing and Commercial Management, you will be prepared for positions such as Marketing Director, Brand Manager, Trade Marketing Manager, Commercial Director, Sales Manager, Customer Experience Manager or Digital Strategist, developing strategies aimed at improving customer relationships, driving sales and generating growth within organisations.
Is this master right for you?
The Master in Marketing and Commercial Management is designed for professionals who want to take the next step in their career development and take on new challenges within the commercial area. It also offers Full Time and Hybrid formats to adapt to different profiles and professional needs.
This master's degree is for you if you want to:
- Advance your career in marketing and commercial management with a strategic view of the business.
- Gain a better understanding of customers and the market to design more effective marketing and sales strategies.
- Make data-driven decisions, combining analysis, commercial insight and a digital approach.
- Develop leadership skills to manage teams, projects and relationships with key clients.
- Apply what you learn from day one through practical training focused on solving real business challenges.
Why Study Marketing and Commercial Management?
Companies are no longer looking for specialists who work in each area separately, but for professionals capable of connecting marketing, sales and customer experience with business objectives. The Master in Marketing and Commercial Management prepares you to respond to this new reality with a strategic and integrated approach.
Why EAE Barcelona?
EAE Barcelona is a business school committed to driving professional growth through executive education connected to the realities of the business world. Our approach combines academic rigour, a global perspective, and a methodology designed to turn learning into real-world impact.
Get ready for professional certifications
HubSpot Academy: Digital Marketing.
The master's degree includes preparation for the HubSpot Academy: Digital Marketing professional certification.
This certification provides knowledge in digital marketing, inbound marketing, lead generation and automation, aligned with the tools and standards used in the professional environment.
*Obtaining the official certification depends on the student and is completed directly through Microsoft.
Programme structure
Management and Organization
Market research, information management and decision-making
- The consumer
- Information management and decision-making
- Market research
- New commercial research and modelling techniques
Financial Impact of Strategic Decisions
- Economic and financial analysis and diagnosis
- Economic and financial planning and budget management
- Analysis and assessment of investment projects
Commercial and Marketing Planning Process in Organizations
- Marketing determinants
- Corporate strategy
Strategic Marketing Management
Marketing in Digital Environments
- Introduction to digital marketing
- Digital strategy
- Digital tactics
- Web structure, e-commerce and performance measurement
Customer and Key Account Management
- Consultative selling
- Sales organization
- Sales team management
- Supervision systems
- Sales team compensation
- Trade Marketing Management and point-of-sale management
- Key Account Management
- The company internationalization process
- Value creation through commercial strategy
- Selection of international markets
- Internationalization models
- International strategic alliances, outsourcing and offshoring
- Base-of-the-pyramid strategies
- Communication strategies
- Communication fundamentals
- Integrated Marketing Communications (IMC)
- Advertising and promotion
- Public relations and reputation management
- Corporate Social Responsibility
- Internal and external communication
- Persuasive communication
- Communication measurement and analysis
Communication Strategies
- Communication fundamentals
- Integrated Marketing Communications (IMC)
- Advertising and promotion
- Public relations and reputation management
- Corporate Social Responsibility
- Internal and external communication
- Persuasive communication
- Communication measurement and analysis
Strategic Market Planning and Go-to-Market
Sales and Commercial Strategies
- Sales planning
- Sales policies
- Sales techniques and team management
- Sales forecasting
- Customer-centric sales and marketing strategies
- Customer Relationship Management (CRM)
- Client management (customer marketing)
- Customer Experience Management (CEM)
Master's Final Project
Development and Management in Market-Oriented Organizations
Development of Business and Corporate Strategies
- Strategy
- Stakeholder expectations, corporate governance and business ethics
- External analysis: the economic environment
- Internal analysis: capabilities and the value chain
- Strategic choice
Market Research
- Consumer behaviour
- Market research
- Information management, decision-making and new trends
Finance and Management Control for Sales and Marketing Directors
- Objectives and methods of financial statement analysis
- Balance sheet analysis
- Financial analysis
- Profitability and financial risk analysis
Business Ecosystem, Open Innovation and New Business in the Digital Age
- New digital business models
- Entrepreneurial ecosystem and key stages
- Startup valuation
- Corporate venturing
New Marketing for 21st-Century Businesses
The New Customer Mindset and Customer-Centric Approach
- The new consumer mindset
- Segmentation
- Targeting
- Positioning
- Customer Experience Management and Customer Journey
Creating Business Value: From Brand Strategy to Communication Strategy
- The new branding paradigm
- Brand analysis methodology
- Brand storytelling
- Strategic product
Omnichannel Strategy: The New Paradigm in Distribution Strategy
- Defining an integrated distribution model
- Commercial strategy and types of distribution channels
- Pricing strategies
- Trade Marketing and commercial management
- From “customer” to “shopper”, via the “user”
Delivering Customer Value: Product, Innovation and Sustainability
- External communication
- Internal communication
- Crisis communication
- Sustainability as part of value delivery
Building Innovative Value Propositions from Market and Customer Insights
Commercial Strategy: Managing Strategic Alliances and Key Customers
- Market selection
- Commercial strategy
- Key account management
- Strategic alliances
- CRM as a driver of business development
Sales Force Management and Adaptation to Change
- Sales organization
- Sales planning
- Competency-based management and supervision
Business Analytics and Sales Forecasting Models
- Commercial strategy control
- Promotional efficiency calculation
- Category management and assortment selection
- Demand forecasting
Master's Final Project
vidIQ
Qualification
Upon completing the Master in Marketing and Commercial Management, you will obtain a dual qualification awarded by EAE Business School Barcelona and the University of Lleida (UdL), depending on the study format chosen.
Full-Time: Official Degree
- Official University Master’s Degree in Marketing Management from the University of Lleida (Specialisation in Commercial Management)
- Continuing Education Master’s Degree in Marketing and Commercial Management from EAE Business School Barcelona
Hybrid: EAE-Specific Degree
- Master in Marketing and Commercial Management from EAE Business School Barcelona
- Continuing Education Master’s Degree in Marketing and Commercial Management from EAE Business School Barcelona
Advanced Specializations
Boost your master’s degree. Define your path.
Advanced Specializations are certified tracks that allow you to personalize your master’s program and incorporate professional competencies that truly differentiate you in today’s market. Design a flexible master’s experience, connected to the most in-demand digital professions and strengthened by our partnership with Mobile World Capital Barcelona.
Choose between two focus areas:
Here, you define your path. Barcelona and Mobile World Capital amplify it.
Develop the leadership that the digital world demands: one that integrates technological agility, designs forward-looking strategies, and makes decisions with a positive impact. More than just skills, you will adopt the mindset that enables you to lead transformation—not just be part of it. It is the bridge from professional to industry-leading expert.
- IA & Machine Learning
- Innovation Strategy
- Project Management & Agile
- Data-Driven Business Analytics
- Emprendimiento
- ESG & Sustainability
Designed to deepen expertise in strategic areas and strengthen your technical profile. Become a go-to professional who solves the most complex industry challenges and makes a difference in high-impact projects.
- Digital Business Transformation
- International Markets
- Product Management
- Fintech
- Big Data Tools & Applications
- Business Analytics & Data Science
- DEI Strategy
- Marketing Digital Avanzado
Added value thanks to Mobile World Capital Barcelona
As an Official Talent Hub of MWCapital, your Advanced programmes are delivered with a real focus on Barcelona’s technological and business ecosystem, strengthening your professional visibility and connection with the sector.
The Master in Marketing and Commercial Management Among the Top Rankings and Recognitions
Choosing the Master in Marketing and Commercial Management means studying at a business school recognised by some of the most prestigious rankings, which highlight the quality of its education, student employability and international outlook.
#3
El Mundo
Spain 2026
An annual ranking that recognises the best master's programmes in Spain for their academic quality and prestige.
#4
QS
Spain 2025
QS is an international ranking system that assesses academic quality, employability and internationalisation.
#2
Eduniversal
Spain 2024
An international ranking that recognises leading business schools for their academic excellence and global outlook.
#4
Youth Incorporated
Spain 2026
An international ranking that recognises excellence among business schools in education, employability and innovation.
merco
Our reputation has been recognised by merco through mercoTALENTO, mercoTALENTO UNIVERSITARIO, mercoRESPONSABILIDAD ESG and mercoEMPRESAS. These reputation monitors assess areas such as the ability to attract talent, perceptions among university students, commitment to sustainability and overall reputational excellence
Times Higher Education (THE)
Times Higher Education is one of the world’s leading references for evaluating higher education institutions. Its rankings recognise academic excellence, teaching quality, research, international outlook and the impact of universities and business schools.
Positive Impact Rating (PIR)
The Positive Impact Rating assesses business schools according to their contribution to society and sustainability, based on feedback from their students. This recognition highlights the institution’s commitment to positive impact, social responsibility and the development of leaders committed to a sustainable future.
Master of Science in Marketing & Sales Management Career Opportunities
Develop the skills needed to lead marketing strategies, drive organisational growth and access key positions in an increasingly digital environment.
Our students from the Master in Marketing and Commercial Management work at leading companies across different sectors, driving marketing, sales and business growth strategies at companies such as Heineken, Mercadona and TikTok.
Faculty
The faculty of the Master in Marketing and Commercial Management is made up of active professionals who bring their experience and market knowledge into the classroom, providing a practical and up-to-date perspective on the industry.
Roberta Giannini
Full-time assistant professor with over 15 years of teaching experience.
Alejandro Alegret
PhD specializing in Distribution and Sales Strategies from UIC. PDD from IESE. Economist from UB and Nottingham Trent University. Over 15 years of experience in Trade Marketing in sectors such as Consumer Goods and Parapharmacy. Currently works as a consultant on commercial organization and corporate strategy projects.
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Samer Ajour El-Zein
Accredited full-time Associate Professor with 10 years of teaching experience. He currently serves as Vice Dean for Undergraduate Programmes and Research.
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Gaspar Berbel Giménez
Accredited part-time Associate Professor with 20 years of teaching experience.
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Patricia Coll Rubio
Full-time PhD Professor with over 15 years of teaching experience.
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Roberta Giannini
Full-time assistant professor with over 15 years of teaching experience.
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Manuel Jesús Infante Naranjo
Full-time Assistant Professor with over 10 years of teaching experience
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Verónica Israel Turim
Full-time PhD Professor with over 7 years of teaching experience.
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María del Mar Puig Romagosa
Full-time teaching assistant with over 10 years of teaching experience.
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Francesc Rufas Gregori
Full-time teaching assistant with over 25 years of teaching experience.
Student support
At EAE Business School Barcelona, you will receive support throughout your entire journey on the Master in Marketing and Commercial Management. You will have the guidance of an academic team that will help you make the most of the programme, connect with other professionals and progress towards your career goals.
Admissions process
Requirements
General admission regulations and procedures
The regulations and procedures governing admission to UdL master's programmes are detailed in the following link:
More information
Admission criteria and procedures for the programme
The general admission requirements and procedures for this University Master's degree are established in the Regulations on access, admission, and enrolment for university master's programmes at the EAE Barcelona University Centre:
More information
Criteria for credit recognition and transfer
The regulations and procedures governing the recognition and transfer of credits for UdL master's programmes are detailed in the following link:
More information
Financial Aid and Scholarships
At EAE Business School, we believe in talent and want to help you achieve your goals. That is why we offer different types of scholarships for students who demonstrate excellence, leadership, and commitment.
Frequently Asked Questions about the Master in Marketing and Commercial Management
Yes, the programme can be an opportunity for professionals from different fields who want to redirect their careers towards marketing, commercial management or project management related to customers and business.
The Full Time format allows for intensive dedication to the programme, while the Hybrid format offers greater flexibility for those who need to combine their studies with professional commitments.
It complements the master’s degree with a professional certification focused on current digital marketing tools and methodologies.
The programme offers the opportunity to connect with classmates, faculty members and professionals from different sectors, creating an environment for learning and networking.
It allows you to broaden your business perspective, update your knowledge and acquire new tools to take on projects with greater responsibility.
The programme combines a marketing perspective with commercial management, helping you understand how decisions related to brand, communication, sales and customer relationships must work together to achieve business objectives.
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