Program content

The MSc Marketing Marketing takes place over 3 terms. Thus, during the 1st term, you will learn the Marketing Foundations along with the most advanced techniques in the field.

In the 2nd term, you will be able to specialize and focus on the most appropriate professional area to meet your future career goals. Moreover, you will work on a Company Consulting Project to put into practice what you have learned in class.

Finally, in the 3rd term you will need to work on your Master Thesis, supported by the TBS faculty. Additionally, you will have the chance to undertake a 4-to-6-month optional internship in a renowned national or international company.

Throughout the whole course, you will benefit from our Soft Skills Certificate and the Company Visits Program.

*Courses are subject to change every academic year.


Marketing Foundations 

This academic block is divided into 5 modules, designed to provide you with sound fundamentals in Marketing Management.

 

Marketing Intelligence & Research

You will learn to systematically gather and analyze qualitative and quantitative data about issues relating to products and services. This module is intended to understand the process that links firms and customers through information. The goal is to identify and assess how changing elements of the marketing mix will have an impact on customers and their behavior.

  • Market Research
  • Big Data & Business Analytics
  • Marketing Arithmetic: Data Analysis for Marketing Decisions

 

 

Strategic Business Management

The convergence of technologies and the rapid changes in competitive environments have made it increasingly difficult for firms to compete and innovate by themselves. In this context, firms need to specialize while at the same time collaborate with other firms to complement their resources and skills. The main goal of this module is to understand how firms design business and marketing strategies to create value and uplifting customer experience.

  • Business & Marketing Strategy
  • Brand Strategy & Brand Equity
  • Finance Controlling & Value-Based Management
  • Supply Chain Management

 

 

Integrated Marketing Communications

Learn to communicate strong value propositions and drive customer engagement.

  • Communication Theory & Strategy
  • Integrated Communications Mix
  • Digital Communications
  • Managing a 360º Communication Plan & Related Budget

 

 

International Business Development I

This module will provide you with a comprehensive understanding of the business opportunities offered by international markets for luxury brands. Moreover, you will get prepared to address the challenges of tomorrow in this increasingly competitive and global luxury industry.

  • Business Ethics & Sustainability/Circular Economy
  • International Marketing
  • Innovation Management
  • B2C Business Simulation

 

 

Research Methods & Fundamental Business Skills I

This module will provide you with valuable research and business qualified skills to achieve a remarkable performance in today’s industries.

  • Introduction to Academic Research Methodology in Marketing
  • IT skills: ERP, Excel, Photoshop and iMovie.

 

 

 

Specialization Tracks

You will need to choose one of the 2 Specialization Tracks the course offers, so that you can tailor your training according to your professional goals:

  • B2C Marketing Management
  • B2B Marketing Management
 

B2C Marketing Management

This Specialization Track will provide you with an insight into the business sphere of mass consumer goods and targeted distribution aimed at the final consumer.
 
 

Understanding B2C Markets & Customers

Traditionally markets have been places where buyers and sellers come together and exchange value for money in physical places. However, due to the latest developments in technology and communications, new business models have transformed many industries and transactions have been replaced by interactions and experiences. The aim of this unit is to explore new collaborative models between firm, customers and other stakeholders to respond to more complex and global customer profiles.

  • Business Models & Strategies in B2C Markets
  • Consumer behavior
  • CRM & Customer Experience Management

Implementing Marketing Strategies

Shuffle life into marketing strategies by defining, implementing and controlling operational marketing plans.

  • Value Propositions for B2C Brands
  • Innovation & Product Development: Practical Workshop
  • Brand & Marketing-Mix Management
  • B2C Marketing Project
 

Retail & Sales Channels

Understanding the BSC retail panorama and the key leverages for retail networks performances in order to deliver outstanding omnichannel customer experiences.

  • Business Negotiations in B2C Contexts
  • Sales Management in a B2C Contexts
  • Retail Management & Private Labels
 

Research Methods & Fundamental Business Skills II

  • Developing your Master Thesis
  


B2B Marketing Management

In this specialization Track, you will get to know the relationship between companies that produce products for or provide services to other businesses. Currently, B2B business exchanges account for 50% of the total GNP of modern economies. 

 

Understanding B2B Markets & Customers

Traditionally markets have been places where buyers and sellers come together and exchange value for money in physical places. However, due to the latest developments in technology and communications, new business models have transformed many industries and transactions have been replaced by interactions and experiences. The aim of this unit is to explore new collaborative models between firm, customers and other stakeholders to respond to more complex and global customer profiles.

  • Managing projects, Business Models and Content in B2B Markets
  • Content & Inbound Marketing
  • Relationship Marketing & Co-Creation

 

 

Implementing Marketing Strategies

Shuffle life into marketing strategies by defining, implementing and controlling operational marketing plans.

  • UVP’s Along & Across the Value Chain in the B2B Environment
  • Design & Innovation - Lean Start-Up: Practical Workshop
  • Value Based Vs Cost Based Pricing
  • B2B Marketing Project

 

 

Sales Channels

Bringing products to markets and developing a unique selling proposition in a B2B context.

  • Business Negotiations in B2B Contexts
  • Sales Management, Key Accounts & Situational Business Cases
  • Persuasively presenting USP’s and UVP’s

 

 

International Business Development II

  • B2B Business Simulation (CAPSIM)

 

 

Research Methods & Fundamental Business Skills II

  • Developing your Master Thesis

 

 

 

Company Consulting Mission

Put your consultancy skills to the test for two weeks during a hands-on consultancy assignment!

You will be sent a letter of engagement from a TBS partner company representative about a current strategy issue.

Students will receive support from TBS professors as they work on a strategic plan to assess the company’s competitive position. They will then suggest strategic and operational actions that could meet the challenges facing the company.

This practical exercise will let you implement the skills and knowledge you have gained over the MSc Marketing Management course.

Several TBS partner companies have worked with students during previous academic years, including:

  • Aerospace Valley
  • Airbus
  • Cap Gemini
  • Comtesse du Barry
  • Continental Automotive
  • EY
  • Hilti
  • Mars Petfoods
  • Motorola
  • Thalès
  • Rockwell & Collins
 
 

Soft Skills Certificate

During this unit, you will develop the management and leadership abilities you need in relation to the people and behavioral skills you need to move forward in your career in marketing management. This certificate was put together by 26 lecturers and professionals in leadership and management, in conjunction with TBS Career Starter.

Management & Leadership Skills

In this part of the course, you will acquire 9 key skills to lead teams and manage your professional career:

  • Personal Skills
    • Self-awareness
    • Effective communication
    • Lifelong learning

 

  • Leadership & Management
    • Creating an inspiring vision
    • Leading teams
    • Responsible decision-making

 

  • Relational Impact
    • Managing interpersonal relations
    • Building trust and well-being in the workplace
    • Effective influencing

 

 

Career Agility

Run by TBS Career Starter, this module will help you reveal your talents and make decisions that work towards your deepest aspirations.

Over the course of lectures, workshops, individual tests and coaching sessions, experts will help you start the process, ask the right questions and find the best internship or job for you.

  • Coaching: We will help you analyze your skills, strengths and areas for improvement. Through personality tests and individual coaching, we will integrate your self-knowledge with your aspirations and career choices.
  • Personal Branding: You will take part in workshops to build your CV and e-portfolio to highlight your experiences and skills to future employers.

 

 
 

Company Visits Program

You will have the opportunity to visit different organizations over the course and observe how they operate first-hand. Each visit will be directly connected to subjects and projects on the MSc Marketing Management program.

During previous academic years students visited the following companies, among others:

  • Hermes
  • L’Óreal
  • Mandarin Hotel
  • Moett
  • Puig
 

Master Thesis

You will need to write an individual dissertation on a current marketing issue from an academic or professional perspective. By doing so, you will contribute towards the study, analysis, formalization and abstraction of the issue in question. The dissertation should include the following:

  • Motivation: Justifying your choice of the research issue
  • Resourcefulness: Ability to start and plan a research article
  • Creativity & common sense: Showing a structured and logical methodology
  • Cross-functionality: Demonstrating a multidimensional approach to problem-solving

 

You must submit a suitable master’s thesis to graduate.

 

Optional Internship

You will be given the chance to complete an internship at a company in Spain or abroad over a 4-to-6-month period. The internship is not compulsory for graduation.

Nonetheless, TBS encourages you to complete an internship to supplement your education with professional experience in marketing, as it would help towards better professional integration.

Students who complete an internship are also granted 10 additional ECTS credits to validate their new skills.

How do I find an internship?

TBS Career Starter will help you develop your skills and give you the professional tools you need to find the right internship for your career goals. You will also be offered personalized coaching to ensure you make the most of your internship experience.

Finding an internship can be difficult as it requires perseverance, autonomy and initiative. You will receive support for this project during the Career Starter workshops, which will help you boost your employability.

During previous academic years, MSc students have completed internships with some of the following companies and organizations: