Mkt & GesCom
Marketing & Sales Programmes

Master in Marketing and Sales Management

  • Full Time
  • October 2023
  • English
Abierta Convocatoria 2024 | Early Bird Discount

Master in Marketing and Sales Management

The Master in Marketing & Sales Management is designed to train professionals that will become leaders of change and will know how to turn market opportunities into competitive advantages for companies.

Consumers’ demands increase with every passing day — they interact and seek to forge bonds with brands that share their values; it’s not enough to persuade them.

With this in mind, this all-in-one programme will teach you how to manage an organisation from a strategic point of view and how to execute and make decisions that require an in-depth knowledge of this new consumer/prosumer. 


Full Time
10 Months

Monday to thursdays and two fridays per month (intensive morning or afternoon schedule).

14 months

Remotely + Residential stay

Monday, Tuesday and Thursday remotely, plus a two-week residential stay in Barcelona.

Study Programme


Commercial and Marketing Planning in Organizations - 5 ECTS

  • Detecting opportunities and strengths
  • Planning based on the macro-environment
  • Choice of strategic criteria
  • Evaluations based on the states of nature of the business


Market Research, Information Management and Decision-Making - 5 ECTS

  • Consumer behaviour
  • Information for making Marketing decisions
  • Designing market studies
  • Quantitative analysis


Financial Impact of Strategic Decisions - 5 ECTS

  • Analysis of financial statements
  • Cost analysis
  • Budgetary management
  • Analysis of investment projects


Marketing in Digital Environments  - 5 ECTS

  • Online trends and strategies
  • Business models
  • The online consumer
  • Introduction to digital tactics (SEO, SEM, social media, etc.)
  • Website structure and results analysis

Value Creation in the Company - 5 ECTS

  • Marketing strategies
  • The Marketing process: Customer orientation
  • Developing the value proposition
  • Brand construction and management


Delivering Value to the Customer - 5 ECTS

  • Integrated communication in Marketing
  • The 4 Cs and 6 Ms of Marketing
  • Media planning
  • Campaign strategies
  • Key factors in internal communication
  • Distribution

Sales and Commercialization Strategies - 5 ECTS

  • Strategic sales planning
  • Sales policies
  • Sales techniques
  • Sales forecasts


Customer and Key Account Management: New Commercial Organization Models - 5 ECTS

  • Definition of the internationalization strategy and plan
  • Internationalization strategies and models
  • Consultative selling
  • The phases of selling
  • Remuneration of the sales team
  • Sales team management and supervision
  • Key Account Management
  • CRM (Customer Relationship Management)


Commercial strategies of Customer-Centric Marketing - 5 ECTS

  • What does being customer-centric really mean?
  • Product Marketing vs Customer Marketing
  • Customer analysis and knowledge
  • New customer activation
  • The RFM customer segmentation model
  • Customer loyalty
  • Calculating customer value
  • Losing and retrieving customers
  • Customer-centric organizations and strategy
  • Customer Experience Management
  • Category Management
  • Customer Equity vs Brand Equity
  • New customer experience paradigms


This is far more than just a research project required to gain a Master qualification. It is the optimal time and place to combine all your academic experience, professional ambition, personal vision and creativity. It is your opportunity to put all the knowledge and skills you have acquired into practice and work towards the goals you set yourself. More info.

Degree according to modality

 Specific Master’s Degree in Digital Marketing & E-Commerce 

Full Time 60 ECTS
Spanish or English
Official Admissions 260

Lifelong Learning Master's Degree in Digital Marketing & E-Commerce

Hybrid Learning 60 ECTS

October intake 2023

You will obtain two Degrees: EAE and UPC

EAE Business School’s Specific Master’s Degree in Marketing and Sales Management and Universidad Politécnica de Catalunya’s (UPC) Official Master’s Degree in Marketing Management, mention in Commercial Management.

April Intake 2024

You will obtain two Degrees: EAE y UdL

EAE Business School’s Specific Master’s Degree in Marketing & Gestión Comercial, and an official Master's degree in  Marketing Management, specialization in Universitat de Lleida's (UdL) Master's degree in Sales Management. *

Check here 

* Degree in verification process


Master's Director

DP MKTGESCOM - Fatima Vila

Fátima Vila (Full Time Español) PhD of Communication at Universidad Complutense de Madrid and Bachelor’s in Journalism at the University of Sevilla. Master’s degree in International Online Marketing at ESCI, Pompeu Fabra, and expert in Corporate Communication and Political Propaganda at the University of Sevilla.

DP MKT&SLS - Andrew Ward

Andrew Frank Ward (Full Time English) PhD in chemistry from the University of Wales & more than 20 years of senior management experience rooted mainly in fast-moving  consumer goods; from R&D to marketing, sales and public relations, coupled with a professional portfolio that includes large  organizations such as Mars, Pepsico and AntibodyBCN.

DP MKT&GESCOM - Alejandro Alegret

Alejandro Alegret (Hybrid Learning) PhD specialised in Distribution and Sales Strategies at UIC. Programme for Executive Development at IESE. Economist at UB and at Nottingham Trent University. More than 15 year in Trade Marketing in sectors such as Mass Consumption and Pharma. Currently, he works as a consultant in commercial organisation and corporate strategy projects.

Key Points

1. Efficiency

Gain a command of the key techniques and information sources, with in-depth insight into creating a marketing, sales and competitive intelligence information system.

2. Vision

Detect the opportunities and risks involved in the latest marketing and learn to adapt the company to this new competitive landscape.

3. Strategy

Analyse the market situation, define the different scenarios and spot opportunities for developing the marketing strategy.

Rankings Master in Marketing
  • Ed universal


    #2 Spain & #42 World


  • Logo QS Bueno


    #3 Spain


  • El Mundo

    El Mundo

    #2 Spain



We’ve got your back from even before you get started

Expert and personalised advice on the most highly demanded profiles in the marketplace. We guide you professionally based on your profile and goals in order to help you choose the path with the greatest professional impact.


What does the admission process for a Master involve?

  •  Initial Information/Admission Request

    Once completed, we’ll assign you one of our expert advisors that will get in touch with you.

  •  Interview with the Admissions Department

    We’ll evaluate your professional and academic profile and, together, we’ll assess your eligibility for advancing towards a Master’s level based on your professional goals.

  • Formal Presentation of the Admission Form:

    What documents do I need in order to apply for admission to a Master? You will have to send us the following documentation, which we’ll analyse and verify in order to compose your admissions report:

    • Updated CV
    • Motivation Letter
    • Academic and/or Professional Letter of Recommendation
    • Last/Ongoing Degree Certificate
    • Admission Test (if required)
    • Language Certificate (if required)
  •  Admissions Committee

    Your advisor will be in charge of defending your application in front of the Committee.

  • Process Resolution

    We’ll inform you on the result of the process.

  •  Booking and Assign You a Spot

    You will have 3 to 5 days to make the payment for the inscription.


Request information and consult our grants and discounts with the admissions team

Full Time Spanish

  • 17.000€ - October 2023
  • 17.500€ - April 2024

Full Time English

  • 18.000€ - October 2023
  • 18.500€ - April  2024

Hybrid Learning

  • 13.500€ - October 2023
  • 12.900€ - April 2024

Perfil según modalidad

FT Español - MKT y Gestión Comercial

Full Time Español

2 años experiencia media

91% participantes internacionales

18 nacionalidades

FT Inglés - MKT y Gestión Comercial

Full Time Inglés

2 años experiencia media

89% participantes internacionales

38 nacionalidades

Hybrid - Marketing y Gestión Comercial

Hybrid Learning

5 años experiencia media

88% participantes internacionales

21 nacionalidades


There are many professional paths you can choose and we’ll be there, right next to you, no matter which one you choose

You will get a tailor-made career plan from our Careers department and our Entrepreneur department, with personalised services for academic training and guidance that will multiply your professional opportunities and extend them to any country in the world.


  • Marketing Director
  • Commercial Director
  • Business Director
  • Commercial Consultant
  • Marketing Technician
  • Commercial Technician
  • Category Manager
  • Key Account Manager
  • Head of Trade Marketing
  • Head of Marketing
  • Head of Sales
Crece el salario de los alumnos
Quiere emprender
Cambia de trabajo antes de graduarse

Request Information

EAE Institución Superior de Formación Universitaria, S.L. will process your personal information to contact you and to inform you about the program of your choice for the upcoming two terms. Afterwards, your data will be deleted.

You may exercise the rights of access, deletion, rectification, opposition, limitation and portability, by post to EAE Institución Superior de Formación Universitaria, S.L., Post office box 221 of Barcelona, or by email to [email protected]. Likewise, if the interested party considers it appropriate, they can lodge a claim to the Spanish Data Protection Agency.

Moreover, you can contact our Data Protection Manager by email to [email protected], or by post to Grupo Planeta, At.: Data Protection Manager, Avda. Diagonal 662-664, 08034 Barcelona.