-20% Discount on place reservation for 25/26 intake until August 31st!
Master in Marketing
The Master in Marketing is a practical course where you'll learn to use agile methodologies and work with the new digital marketing tools. Students will gain the knowledge they need to be able to identify business opportunities, making them an efficient and profitable reality, create strong brands through effective communication campaigns, and develop strategies for differentiation, innovation, development and growth.
The Marketing MA incorporates new digital content along with training in the more advanced skills that companies demand when hiring professionals and experts for their sales departments and marketing and communication areas.
* Title Verified as a Master's Degree in Marketing, pending the favorable report of the the Autonomous Agency of Evaluation for the denomination of Master's Degree in Marketing Management”.
Official degree issued by Universidad Europea de Madrid
| Campus-based | Alcobendas | 9 months, 60 ECTS | Start: 20 oct. 2025 | Faculty of Economics, Business and Communication Sciences |
You will handle professional tools
You will learn how to handle digital tools and platforms (Adobe, Google or Meta), data analysis and visualization (PowerBI or Tableau), content tools (Majestic SEO, HubSpot), entrepreneurship (Lean Canvas) and even neuromarketing techniques such as eye tracking or facial coding.
Real company cases
We work hand in hand with companies that put real needs at the disposal of the master’s students. You will solve marketing challenges where you will have to analyze the buyer persona, the positioning and online presence of the product, the personality of the brands, the competition and carry out a SWOT. In addition, you will have to plan digital strategies (SEO, SEM, Social...), launch new products, and define or adjust to a specific budget and schedule to achieve your goals.
Business workshops
Discover new techniques, tools and strategies in our special workshops designed to take you to the next level in the world of digital marketing.
Microsoft “Immersion in the world of AI”
In collaboration with MICROSOFT (Copilot). You will learn AI applied to Marketing, uses for improving TFMs, image generation with AI and creating descriptions with AI.
Market Research: “Focus Group Guideline Pool Boy Ad – Coca-Cola”
Introduction to online market research. Target audience analysis. Competitor analysis. Market trends. Strategic decision making.
LinkedIn “How companies recruit”
In collaboration with LINKEDIN, workshops are organized throughout the Master to understand how companies recruit, improve your CV and prepare you for the active job search.
Farlabo “Sensory marketing”
Sensory branding is an effective way to capture an audience and make a brand unforgettable. You will explore the power of smell, sight, sound and touch in marketing.
“The wonderful world of emotions and its ROI”
Workshop organized by expert in Neuroscience Pepe Martínez. Explore neuromarketing toolbox, achieving an overview of sensory neuromarketing, its importance in today's marketing and how it relates to consumers' sensory perception.
Study plan
Syllabus
PRIMER CURSO
| Materia | ECTS | Tipo | Idioma de impartición |
|---|---|---|---|
| Module I. Strategic Marketing | 6 | OBLIGATORY | English (en) |
| Module II. Neuromarketing and consumer behaviour (6 ECTS credits) | 6 | OBLIGATORY | English (en) |
| Module III. Marketing Plan | 6 | OBLIGATORY | English (en) |
| Module IV. Sales Management and Sales Techniques | 6 | OBLIGATORY | English (en) |
| Module V. Operational Marketing | 6 | OBLIGATORY | English (en) |
| Module VI. Digital Marketing and E-Commerce | 6 | OBLIGATORY | English (en) |
| Module VII. Integrated Communication I | 6 | OBLIGATORY | English (en) |
| Module VIII. Integrated Communication II | 6 | OBLIGATORY | English (en) |
| Module IX. Professional Internships | 6 | OBLIGATORY | English (en) |
| Module X. Final Master’s Project | 6 | OBLIGATORY | English (en) |
Programme implementation
Course of 2017/2018
Number of places for incoming students
40 places for incoming students.
Professional Internships
Internships
Agreements are in place with companies where marketing and advertising are the main focus, for example advertising agencies, marketing agencies and media companies, as well as firms in all kinds of sectors: banking, telecommunications, fashion, the automotive industry, energy and consumer goods, in order to be able to offer internship opportunities in their marketing departments.
Professional Internships
External internship regulations
Internships are a key element of your training. Gaining experience after learning skills during your degree is the best way to enter the job market. There are two types of internships: curricular (included in your curriculum) and extracurricular (which you can do on a voluntary basis).
To take part in curricular internships in companies, you must have passed 50% of the credits and enrolled for the subject before starting the internship. These internships are conducted with monitoring by the company and by the internship professor, as well as intermediate and final assessment reports.
If you want to gain more work experience before finishing your university training, you can complete extracurricular internships. You may complete an extracurricular internship during any academic year, but remember that internships are complementary to your studies, so the more knowledge you have acquired over the course of your degree programme, the better you will be able to benefit from your internship experience.
Employability
Career opportunities
This Master's Degree in Digital Marketing trains and provides graduates with the knowledge, skills and abilities to occupy positions of responsibility in the field of marketing in general, but in particular, providing specific knowledge that will enable them to hold management positions in various functions in the field of digital marketing.
Within this context, they will be able to contribute value as professionals in companies and entities that develop their activity in the new technologies and digital environment, either by the nature of the company itself, which specialises in eCommerce and digital marketing activities, or in the areas of communication, or as marketing consultants and/or mentors in start-ups.
Specifically, they may occupy positions such as:
- Growth Marketing director
- Marketing director
- Digital Manager
- Community manager
- Inbound marketing Specialist
- Social media & Content Manager
- Digital Marketing and Communication Consultant
- Brand/Product Manager
- Web Analyst
Students who take a Master's degree exponentially increase their employability possibilities, compared to their previous situation.
Deloitte and Infoempleo have carried out the study 'IT Employment: 17 professions with a future' which reveals that a large percentage of new hires in the future will be related to information technology, better known as IT for its acronym in English.
The so-called fourth industrial revolution is changing the labour market at breakneck speed, and to make your way in it, there is no choice but to train and retrain. According to the European Union (EU) Digital Agency, the demand for profiles linked to new technologies will experience a significant global increase.
Faced with this growth, the main challenge facing the sector is the shortage of people who specialise in this field, as the number of digital marketing professionals is not increasing in proportion to the demand.
The labour market is reaching such a level of competition and saturation that recruitment companies, when sifting through candidates' CVs, prefer those with a stronger background in marketing and online business.
Admissions
Start your future at Universidad Europea
You can become a student at Universidad Europea in three easy steps.
1
Admission exams
Start your admission process by calling +34 917407272 or request information and our advisors will contact you.
2
Place reservation
Once you have been admitted, secure your place by paying the reservation fee.
3
Enrollment
Submit the required documents to formalise your enrollment.
Scholarships and financial aid
We want to help you. If you want to study at the Universidad Europea, you will have at your disposal a wide selection of own and official scholarships.
Credit recognition and transfers
You don’t have to stick with something you don’t like. That’s why we’ve designed specific plans for credit recognition and transfers.
Request your online credit recognition review, transfer your academic file and start studying at Universidad Europea.
Profile for students and admissions requirements
This Master's degree is focused on students with the following applicant profile:
- Graduates in Marketing and Advertising
- Marketing professionals with at least 1 year of experience
- Graduates in other areas with professional interests in the field of business and communication.
For those graduates from other degrees or from other areas of the Faculty of Social Sciences who lack specific knowledge as regards the contents of the Master#s Degree, of if applicable, relevant accredited experience, they may access the Master#s Degree in Marketing both online and campus-based, but completing a mandatory additional training worth 6 ECTS credits, Introduction to Marketing, which may be taken virtually, to be undertaken prior to the start date of the Master#s Degree and which is included in criterion 4.5 Additional training in this report.
Those students who study their program 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 practices or other activities, so they will have to accredit the level of language with a title of said level among those accredited by the linguistic table of the CRUE.
Come and see the campus
Get to know the facilities and discover why Universidad Europea is made for you.
Faculty
In the Master's Degree in Marketing we have professionals with more than 10 years of experience in the Marketing area. Working professionals from relevant companies who will connect you with the reality of the market.
Our teaching staff
- Dr. Ulpiano J. Vázquez Martínez
Ulpiano J. Vázquez holds a PhD from Universidad Pontificia Comillas ICAI ICADE since 2016. He also obtained a Master in Marketing and Sales Management at ESIC Business & Marketing School as well as a Diploma in Business Studies at the University of León.
He has also completed postgraduate courses in Innovation and Entrepreneurship at the Massachusetts Institute of Technology (MIT) and Empirics of Management at The London School of Economics and Political Science (LSE).
He applies different teaching methodologies to encourage student participation during the course, such as business cases, debates or flipped classrooms, among others.
He is a regular visiting professor at other international institutions in Peru, Mexico, the United States and Lebanon.
He has researched extensively on Gastronomy and Place Branding, publishing in academic journals and participating in several international conferences.
He is accredited by ANECA. Before joining the academy in 2016, Dr. Vázquez worked for several companies and lived in multicultural environments and different countries such as Spain, UK, France and Peru. He still combines his academic activity with the practice of business consulting.
He is fluent in Spanish, English and French. - Dr. Fernando Moroy Hueto
PhD in Economics and Business Administration from the Universidad Rey Juan Carlos.
Extraordinary Doctorate Award. Degree in Physics from the University of the Basque Country.
In the field of publications: (i) co-author of the book "Banca Comercial con Talento", D. Primo and Fernando Moroy, Editorial ESIC (2011), (ii) co-author of the choral book "Cómprame y Vende". Editorial Rasche (2012), (iii) co-author of the choral book "Los imprescindibles del management" (2017), (iv) co-author of the choral book "Conferenciantes imprescindibles" (2020), (v) article in the Spanish Venture Capital Magazine "La nueva Ley de Startups: ¿un nuevo impulso al ecosistema emprendedor-inversor en España?" nº 2-3/2022.
More than 35 years of professional experience in management positions at BBVA and Caixabank.
He is currently: (i) Corporate director of Investment and Financing of the Madrid FinTech Cluster, (ii) President of the Madrid Chapter of the San Francisco Keiretsu Business Angels Network, (iii) Chairman of the Advisory Board of the Spanish Association of Business Schools, (iv) Member of the Advisory Board of several startups, (v) CEO of GDSFIN. - Dr. Carlos Andreu Escario
Academic CV: PhD in Engineering, Industrial Engineering, specialising in Energy Technologies from the Polytechnic University of Madrid UPM.
Master's Degree in Industrial Engineering from the Univ. Alfonso X UAX. PDG - Exec Master IESE Business School - University of Navarra.
Exec Master Sales&Marketing IE (Instituto de Empresa). NATO Von Karman Lab - Brussels (Research Associate) Wind energy.
Professional CV:
Acker&Partners - Senior Partner_CEO. SANITAS (BUPA Healthcare Group) General Manager.
ORANGE (France Telecom) General Manager. AMENA - Business Unit - General Manager.
Lucent Technologies - Exec Vice President - Global Intnal Accounts - USA.
Sun Microsystems Enterprise Services Country General Manager Spain.
Sun Microsystems Marketing Business Director - South Europe.
Marketing and Business Development Manager Spain. Hewlett-Packard - Marketing Product Manager. Control Data Corporation - Mid range computers & software PreSales & Sales.
NATO Von Karman Lab - Brussels (Research Associate) Wind energy. - Dra. Maria Luisa Hernández Olalla
After 14 years working in the FMCG industry, with different roles in marketing and sales departments, Dra. Maria Luisa contributes to society in the educational field, teaching and sharing her experience with university students and researching sustainability and marketing areas.
Professional CV:
Kellogg’s Southern Europe Category Manager Breakfast, Commercial Strategy
Commercial Strategy Breakfast Manager, Commercial Strategy
Category Analyst, Sales department - Unilever España.
Publications & Conferences:
Jan 23 - Hernandez-Olalla, M. L., Valor, C., & Abril, C. (2023). Organic line extensions: do they make sense for brands?.
British Food Journal (JCR Q2)
Sep 22 - AEMARK Conference, Valencia
Jun 22 - ACIEK Conference, Sevilla
Certified Dr. Jose L. González Porras
Head of Business Development at iWorld Cambio.
PhD in Economics and Business Management. IESE EMBA Candidate 2024.
Master's Degree in Business Management and Administration - MBA, University of Malaga.
Graduate in Economics, University of Malaga.
Publications & Conferences:
J. L. González Porras, J. L. Ruiz-Alba Robledo, J. Morales Mediano, Customer orientation and e-WOM in the hotel sector. International Journal of Internet Marketing and Advertising. Vol. 15, nº 3, págs. 302-326, Mayo de 2021.. ISSN: 14775212. Repositorio: http://hdl.handle.net/11531/69700. - D. Jaime Scott
Passionate about helping brands transform their business culture and drive customer focused business model innovation.
International Sales & Marketing director with more than 20 years of experience in different Sectors such FMCG, leisure, IT, Retail, automotive, as well as different products (Notebooks, Beverages, hardware accessories, Mobile, Videogames, household products, PAE) and services (Big data, Customer experience, Digital Marketing).
Functional expertise includes: P&L management; digital & traditional marketing (B2B and B2C); travel distribution strategy & technology; key account and channel management; customer service strategy; call center operations & technology, front line sales management; ecommerce & dynamic packaging; business analysis & revenue management; and international market entry & development.
Mentor and Professor of International Marketing and Marketing at CEU and EAE Business School. - D. Antonio Tena
Antonio Tena graduated in Advertising and Public Relations at the Universidad Complutense de Madrid and in the first promotion of Market Research and Techniques at the Universidad Pontificia de Comillas ICAI-ICADE.
He began teaching in 1998. He currently teaches in national and international business schools on MarTech, loyalty, CRM, Digital Marketing and business models. In 2003 he was hired at the Universidad Pontificia de Comillas as an associate professor for the subject of Services Marketing.
From that year onwards, he also began to teach in the Master's Degree in Marketing Management at ICADE.
He currently teaches Digital Marketing (undergraduate and Master in Digital Marketing) and Social Media Management (MBA) in Spanish and English.
For more than 20 years, he has combined teaching with the world of private enterprise, where he holds management positions in marketing, consulting and innovation departments. He has also created several companies related to new technologies. - D. Juan José Izquierdo Martínez
Director en Research International - D. Juan Manuel Alonso Melo
Strategic Marketing, Branding & Communication Director.
Ex-P&G. Ex-Kellogg. Ex-Cargill. University Grade & Masters Professor. Inclusion & Diversity Lead. Doctoral Researcher. - D. Pablo Martín
Professor Pablo has been directly involved in nearly 600 projects in Marketing, Communication, Digital Marketing and digital business strategies for different national and international clients and sectors. He has more than 25 years of experience as a trainer in business schools, universities and companies.
He knows marketing and communication well, from both sides, as a client and as a service provider. And he tries to use and share that experience with clients and students.
Specialities: Editorial collaborations
RASCHE PUBLISHING HOUSE
Co-author of the book "Cómprame y ¡vende! (together with 19 Marketing specialists) developing the chapter "Social Media and Community Management".
CISS-PRAXIS (Madrid)
Co-author of the book "Consultor CISS para la Dirección Comercial y de Marketing".
Author of Marketing books "Marketing sin bla, bla, bla" (6 volumes)
CENTRE FOR FINANCIAL STUDIES CEF (Madrid)
Editorial collaboration developing the chapter "Marketing en Internet" in the book "Marketing hoy".
Frequently Asked Questions
What is a Master’s in Marketing?
Is it possible to do marketing using agile, flexible and competitive methodologies? The answer is yes, and it’s called growth marketing. This is an approach based on practices adapted to the business models and the fast pace of the new digital economy.
Today, markets are in a constant state of flux. The accelerated development of the internet and digital media has created new professional profiles that, at the speed of a click, are giving an enormous boost to business operations in companies across all sectors.
As a result, there is a need for professionals with advanced knowledge of how to use tools that facilitate analysis. The necessary knowledge and skills can be obtained by studying for a Master in Marketing that’s aimed at professionals in the fields of marketing, communications, advertising, as well the social sciences such as psychology and sociology, the latter helping to understand the behaviour of the new consumer of today.
The Master in Marketing includes a number of subjects dedicated to digital marketing, communication, strategy, branding, e-commerce and social media. In this way, every student will gain the competencies required to manage a company's website and social media, to improve brand positioning and to respond to the consumer at each of the contact points on the customer journey map. In short, the programme will provide a useful knowledge base for working in any profession, and in any company.
With a Master in Marketing, you'll learn to how to recognise a brand's strengths and weaknesses, how it's perceived by customers and how to apply mechanisms that enhance, reduce and build on them as planned within the strategy. This is achieved by collecting, measuring, analysing, visualising and interpreting digital data that illustrate user behaviour on websites and mobile apps.
Thanks to your Master in Marketing, you’ll be able to master and control the product or service, price, placement, shop or premises, and the distribution of the products, services or platform being marketed.
Why study for a Master’s Degree in Marketing?
The primary aim of a Master’s in Marketing is to ensure that students acquire the confidence, concepts, tools and ideas that will enable them to take responsibility in the area of marketing, allowing them to make informed decisions that will have a positive impact on the company.
The programme brings together people who have had successes and failures in their professional and business lives, drawing on their experiences so that students learn how to avoid the most common pitfalls, and to make the kind of decisions that have generally led to success.
In addition to all of the above, it will help you in the following ways:
- As you'll have received specialised training in marketing, an increased number of job opportunities will be open to you, and you'll be able to work in the marketing departments of different companies, or at marketing, advertising and market research agencies.
- It will enable you to learn digital marketing strategies and techniques that will allow you to improve your skills, get to know the different offline/online tools available and be able to analyse and understand audiences, potential customers and communication spaces.
- Retraining: many professionals in the advertising, marketing, economics and sales sector require this type of advanced training to keep up to date and to understand the new trends that facilitate both on- and offline economic development of companies.
Which means that it will help you to improve your CV by providing you with a higher education qualification, a Master's Degree in Marketing.
Where should I do my Master’s Degree in Marketing?
When choosing a Master's Degree in Marketing, there are several factors to take into account:
- The teaching staff: the choice of master’s degree is often influenced by the professional experience of the professors teaching the different subjects, as this provides an excellent opportunity to learn from the most knowledgeable people in the field.
- The curriculum: the course syllabus for the master’s programme might include a particular specialisation of interest to the candidate, and this is another factor that should be taken into account.
- Does it include an internship? There are master's curricula that include paid or unpaid internships in companies, while others have a job bank, although internships are not included.
- The prestige of the institution: in many cases, you choose to do postgraduate studies so that your profile will be more widely recognised, and so are looking for the best universities.
- Lastly, your Final Master's Project in marketing should be applicable to the real world, and should address a real need, which means it should improve a company or market segment's current situation.
The aim is to present a proposal that is backed up by data which will make life easier for managers, employees, customers, suppliers and the general public, or that makes an enriching contribution to the company or to the community.
Which Master’s Degree in Marketing should I choose?
As you can see, marketing is an exciting area of specialisation, and one that offers a multitude of employment opportunities in today's world. It also offers a great opportunity for entrepreneurs who want to create their own online business and who want to learn the most important marketing strategies and techniques for selling on the internet.
It would be difficult to find a field of study in the area of marketing, advertising, communication and market research that's experiencing such an exciting time as the present.
If you are passionate about marketing and advertising, if you want to create your own Internet-based business, or if you’d like to dedicate yourself to digital marketing and work in the marketing department of a large company, the Universidad Europea offers you the opportunity to access a prestigious training programme that can help you achieve your goals.