objective

Get ready and update yourself on the most important topics that make up this discipline in order to know the new trends in the subject, its effects and repercussions in the general context of the company, as well as the areas of opportunity offered by the market to both the company in your vision of growth as to your professional performance in marketing.


Benefits of the program

  • You will obtain tools to adapt to the perspective of new market trends, both local and global, as well as emotional tendencies.
  • You will live in an environment formed by professionals who are dedicated to the same activity, in this case marketing, which allows sharing experiences and knowledge.
  • You will have a strong dose of practical cases supported in the interaction derived from the knowledge and experiences of the instructor, and of each of the assistants.
  • You will make a conceptual analysis of each of the variables that make up the marketing function, as well as the interrelation that occurs between each of them, with a focus on innovation and the creation of competitive advantages.
  • You will analyze the design processes of objectives and strategies related to marketing, in order to identify market opportunities, growth opportunities, penetration in the market and sources of competitive advantages.


Addressed to

Marketing managers, managers of commercial, brand and product areas; executives from commercial areas who need to strengthen their knowledge in the area of ​​marketing to achieve a better development of their professional activity; executives from financial areas, operations, IT and, in general, executives who need to strengthen their knowledge in the area of ​​marketing to achieve a better development of their professional activity; and all of them with work experience.


Content of the program

The Diploma in Marketing consists of six modules, totaling 96 hours of study.

Module 1. Strategic Planning in Marketing (16 hours)

  • Fundamentals of strategic planning.
  • Strategic aligners in marketing.
  • Vision towards the market.
  • Diagnostic techniques
  • Design of strategic objectives in marketing.
  • Design of metrics and tactics in marketing.
  • Formulation of the strategic plan.
  • Assignment of objectives compliance dates.
  • Assignment of responsible for compliance with objectives.
  • Analysis of cases.
  • Conclusions

Module 2. New Trends and Concepts in Marketing (16 hours)

  • Emotional marketing
  • Motivational marketing
  • Relational marketing
  • Transactional marketing
  • Affective marketing
  • Logistic marketing
  • Digital marketing
  • Marketing 1.0
  • Marketing 2.0
  • Marketing 3.0
  • Marketing and marketing
  • Marketing and merchandising
  • Analysis of cases
  • Conclusions

Module 3. Market Research, Analysis and Interpreting Techniques (16 hours)

  • Definition of objectives.
  • Market segmentation.
  • Segmentation in blue oceans.
  • Information sources.
  • Design of instruments to obtain information.
  • Concept tests and prototype tests.
  • Methodology for the application and interpretation of statistical reports.
  • Application of qualitative techniques to interpret consumer behavior.
  • Preparation of the executive summary and proposal of objectives and strategies.
  • Analysis of cases.
  • Conclusions

Module 4. Creation of Value to the Brand (16 hours)

  • Presence of the brand in the mind of the consumer.
  • Quality perceived by the consumer with respect to the brand.
  • Recognition of the brand by the consumer.
  • Identification of product benefits by the consumer.
  • Valuation techniques of the brand.
  • Subjective appreciation of the brand in the market.
  • Support of the organization to the growth and consolidation of the brand.
  • Personality of the brand.
  • Equity of the brand.
  • Sub brands and development strategies.
  • Analysis of cases
  • Conclusions

Module 5. Publicity and Communication with the Market (16 hours)

  • Nature and scope of advertising.
  • Message.
  • Media.
  • Persuasion.
  • Measurement of the advertising effect.
  • Measurement of the advertising cost.
  • Advertising strategies
  • Advertising budget.
  • The advertising agency.
  • Analysis of cases.
  • Conclusions

Module 6. Public Relations and Assertive Communication (16 hours)

  • The concept of public relations
  • The public relationsist
  • Assertive and professional communication
  • Management of public information
  • Lobbying
  • Negotiation
  • Ethics in public relations
  • Analysis of cases
  • Conclusions

Program taught in:
  • Spanish

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Last updated October 29, 2018
This course is Campus based
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96 hours
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