Master's Degree in Sales and Commercial Management Madrid

Internships are a key element in your training. Gaining experience after what you have learned in your degree is the best way to enter the labour market. There are two types of internships, curricular (included in your syllabus) and extracurricular (which you can do on a voluntary basis).

To do a curricular internship in a company, you will need to have passed 50% of the credits and enrol in the course before starting your internship. These internships are monitored by the company and the internship teacher, as well as the completion of interim and final reports for evaluation.

If you want to improve your work experience before finishing your university studies, you can do an extracurricular internship. You can do them in any course, but we remind you that internships are a training complement to your studies; therefore, the more knowledge you have acquired throughout your degree, the more you will benefit from the internship experience.

40 places in face to face and Spanish mode and 40 places in English mode.

The first course of implementation of this master degree was 2021/2022.

The Master's Degree in Sales and Marketing is aimed at students with the following entry profile:

• Graduates in business administration, marketing and international business.
• Professionals in the commercial and sales field with at least one year of experience in the commercial or sales department, performing functions of customer service, customer relations and prospecting, preparation of proposals and commercial offers, preparation of sales forecast and analysis reports, market analysis and related functions.
• Graduates in other areas with professional interests directed towards the field of business and sales.

• Official Spanish university degree or other degree issued by a higher education institution belonging to another member state of the European Higher Education Area.
• Degrees from educational systems outside the European Higher Education Area without the need for homologation of their degrees, subject to verification by the University that they accredit a level of training equivalent to the corresponding official Spanish university degrees and that they entitle the holder to access postgraduate studies in the country issuing the degree.
• Students who study their programme in a language other than their mother tongue must have a B2 level of the Common European Framework of Reference for Languages (CEFR) to access the degree, external academic placements or other activities, so they will have to accredit their language level with a qualification of that level from among those accredited by the CRUE language board.

• Fernando Barrenechea
  Director, Master's Degree in Sales and Commercial Management
  Fernando Barrenechea brings a strategic and global perspective to commercial management, built on more than 30 years of executive leadership experience across Europe and America. Having completed executive education at Stanford, IESE, the London School of Economics (LSE), New York University (NYU), IE Business School, and the Autonomous University of Madrid, he combines academic rigor with extensive practical expertise in sales strategy, branding, and business leadership.
  As Director of the Master's Degree in Sales and Commercial Management, he ensures a forward-looking curriculum that reflects the latest market trends and evolving commercial challenges. His leadership equips students with the strategic mindset, critical thinking, and results-oriented approach required to excel in today's increasingly competitive and dynamic business environment.
• Prof. Juan Arteta
  A luxury management, business development, and experiential marketing expert with more than 20 years of international experience. He has held leadership positions for prestigious brands including Tudor, Bulgari, Dior, and Calvin Klein within LVMH, Rolex, and Swatch Group, driving brand positioning, commercial expansion, and high-value customer engagement. He is currently an independent consultant and executive educator, specializing in commercial leadership, branding, and personal brand development. He holds an MBA from IESE Business School and a Bachelor's Degree in Business Administration from Complutense University of Madrid.
• Prof. Laetitia Lemaine
  Laetitia Lemaine is Chief Financial Officer of Alain Afflelou Spain and Chief Operating Officer of Alain Afflelou Portugal, where she leads financial strategy, operational excellence, and business transformation. With more than 20 years of international experience, she has held senior leadership positions at Alain Afflelou, Sephora, Esprit, and Bristol-Myers Squibb. A graduate of NEOMA Business School, she brings extensive expertise in financial management, retail operations, digital transformation, and strategic decision-making, offering students a global perspective on business leadership and value creation.
• Prof. Enriqueta García de Vinuesa
  A business strategy and digital transformation specialist, Enriqueta García de Vinuesa has built an international career in business development, strategic partnerships, and commercial growth. During more than eight years at Google, she held senior positions in Product Marketing, Channel Sales, and Global Partner Operations, leading digital transformation and partner ecosystem initiatives across international markets. She currently advises organizations on growth strategy and business transformation, combining executive education from ISDI, IE Business School, Cornell University, and Google Cloud with extensive industry experience.
• Prof. Alejandro Barrenechea
  Head of Cards at Santander Spain, Alejandro Barrenechea is an experienced commercial executive with a distinguished career in retail banking, consumer finance, and payments. Throughout his career, he has led commercial transformation initiatives, customer experience strategies, and high-performing sales teams. His expertise provides students with practical insights into commercial leadership within one of the world's most competitive financial sectors. Before his corporate career, he represented Spain as a member of the Spanish Olympic gymnastics team, competing at the Sydney 2000 and Athens 2004 Olympic Games, bringing a unique perspective on leadership, discipline, resilience, and high performance.
• Dr. Ricardo Gómez
  With more than 25 years of experience in reputation management, branding, corporate communication, sustainability, and organizational culture, Ricardo Gómez has served as Chief Communications Officer and strategic advisor to leading companies across Spain, Portugal, and Latin America. An expert in leadership, change management, and communication in complex environments, he complements his executive experience with advanced training in neuroscience applied to leadership and executive coaching, helping organizations strengthen commercial performance, corporate reputation, and high-performing teams.
• Dr. Ana Carolina Iga
  Ana Carolina Iga is an international consultant and professor specializing in commercial strategy, sales, and marketing. With more than 20 years of experience, she has led business development, executive education, leadership development, and commercial transformation projects across multiple industries. Alongside her consulting practice, she teaches executives and managers how to optimize sales performance and strengthen organizational capabilities. She holds a PhD from the University of Deusto.
• Dr. Reyes Massa
  Reyes Massa is a specialist in consumer neuroscience and its application to marketing and consumer behavior. Combining academic research with strategic consulting, she has collaborated with organizations to develop neuroscience-based insights that improve branding, product development, and communication strategies. Her extensive teaching experience and research in consumer neuroscience provide students with a cutting-edge perspective on customer decision-making and behavioral science.
• Prof. Mónica San José
  Mónica San José is an international sales executive with more than 25 years of experience leading commercial strategy and global sales organizations in the fashion and beauty industries. She currently serves as Vice President of Sales EMEA at Perry Ellis International and is also a board member at Eco-Intelligent Growth and co-founder of Retail Escool. A recognized keynote speaker on artificial intelligence, augmented reality, virtual reality, and the future of retail, she has held senior leadership positions at Sephora, Roberto Verino, El Corte Inglés, VF Corporation, Levi's, and Kontoor Brands. She is recognized as a Top Retail Expert 2025, LinkedIn Top Voice, and has been nominated among Spain's Top 100 Women Leaders.
• Prof. Jaime Scott Peña
  Jaime Scott Peña is a senior commercial and marketing executive with extensive experience across FMCG, retail, and digital industries. As Chief Commercial Officer at ERUM VIAL, he leads commercial strategy while combining his executive responsibilities with teaching at leading business schools. His expertise spans sales strategy, trade marketing, digital innovation, and business growth, providing students with practical insights into modern commercial leadership.
• Prof. Felipe Ruiz del Valle Gómez
  Founder and Chief Executive Officer of Monkey Break Studio, Felipe Ruiz del Valle has more than 30 years of experience leading commercial organizations across B2B and B2C markets. His international career spans retail, entertainment, video games, automotive, and consumer technology, with leadership roles at organizations including World Gold Council, Marks & Spencer, Disney, Sony Pictures Home Entertainment, Hertz, Plaion, and Workcenter. He also coaches senior executives and commercial leaders in sales leadership, organizational development, and high-performance management.
• Prof. Alejandra Recasens Lachner
  Alejandra Recasens Lachner is a strategic marketing consultant at Connecting Visions with an international career in marketing, communications, and brand transformation. She has led strategic initiatives for multinational companies and fast-growing scale-ups across sectors including retail, entertainment, and technology. Holding an Executive MBA from IE Business School and advanced studies in digital marketing and retail innovation, she advises organizations on brand positioning, commercial strategy, and business growth by integrating creativity, data, and customer-centric innovation.
• Dr. Bárbara Yuste
  Bárbara Yuste holds a PhD in Journalism and is Senior Advisor at Noaway. With more than 20 years of professional experience, she has helped organizations strengthen their market positioning, increase visibility, and achieve business objectives through strategic communication and stakeholder engagement. She has served as Communications and Institutional Relations Director at GroupM, Atrevia, and the Spanish Digital Economy Association, while also contributing to the launch and growth of innovative business ventures through her entrepreneurial mindset.

You will learn how to design and implement a commercial management model aligned with a company’s strategic objectives. The programme covers sales planning, customer analysis, market opportunities, negotiation, distribution, logistics, digital channels, team management and the financial evaluation of commercial actions.

It is aimed at graduates in business administration, marketing or international business, as well as professionals with experience in sales or commercial departments. Graduates from other disciplines who want to develop their careers in business development and sales management may also apply.

Yes. Students learn how digital transformation is changing customer behaviour, sales channels and commercial models. The programme includes data processing, predictive and segmentation techniques, digital marketing, e-commerce and the analysis of large volumes of information to anticipate purchasing behaviour.

The programme develops the skills required to select, organise, motivate and assess commercial teams. You will learn how to set objectives, identify areas for improvement, create sales forecasts and align team performance with the company’s broader commercial strategy.

Yes. You will study the different stages of professional negotiation and practise advanced simulation and neuro-negotiation techniques. The programme also covers the preparation of sales pitches, commercial proposals and offers aligned with customer needs and company objectives.