Master in Market Research & Consumer Behavior

The Master in Market Research & Consumer Behavior is a unique program that trains professionals to get inside consumers' minds in order to uncover and understand the motivations behind their behavior. This program is a combination of business, marketing, data analytics and consumer behavior, allowing you to understand the quantitative and qualitative side of market research. This knowledge is critical to guide business strategies and actionable plans to address the market's wants and needs of today and anticipate those of tomorrow.
DURATION

10 Months

LANGUAGE

English

LOCATION

Madrid

MODE OF STUDY

Full-time

FORMAT

In-person

INTAKE

October*

*The 2022-2023 intake starts on September 26th.

 

 

OFFICIAL DEGREE

Students must fulfill the following requirements to be able to request the issuance of the Official University Degree upon completion of the Master Program.

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Blanca del Cuvillo

Senior Manager - Global Recruitment

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WHO IS THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR FOR?

IT'S FOR INDIVIDUALS WHO...

are motivated by the consumer behavior, psychology and data analytics of market research, and wish to achieve a more holistic understanding of consumer needs.

LOOKING FOR...

a program that combines a variety of skills across a range of areas including consumer psychology, insights, analytics and business. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student in the future may work as a Advertising Manager, Brand Manager, Marketing Consultant, Data Mining Consultant, Product or Sales Developer, Social Media Analyst or many more.

KEY AREAS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

  • BUSINESS MARKETING & STRATEGY

    Start with the basics—learn to use consumer insights to drive impactful business decisions, and gain the skills to you need understand the “big picture” of business. You will take part in classes such as: Marketing Products & Brands, Digital Branding & Advertising, Customer Experience, Social Media Listening, Market Intelligence and many more.

  • CONSUMER INSIGHTS & ANALYTICS

    Tackle the qualitative and quantitative tools and techniques needed to gather the right data, and use that data to understand markets and consumers. Classes in this area include: Big Data for Market Research, Quantitative tools for Data Analysis, Data Gathering Tools for Insights Generation.

  • CONSUMER PSYCHOLOGY & BEHAVIOR

    Consumers don’t always make rational decisions. Test and understand how consumers think, feel, and behave using Ethnography, Neuromarketing, Surveys, Observational Methods and many other behavioral concepts.

  • ELECTIVES

    Electives paths are there to allow you to customize the Master program, putting more focus in the areas you are more interested in. You can select between the Data Analytics path and the Consumer Behavior path, depending on the topics where you have passion for, or the skills you  need to progress in your professional career.

  • PROFESSIONAL SKILLS

    Technical abilities alone don’t cut it anymore. Today, emotional intelligence and soft skills are equally important as hard skills. Learn to work in teams, communicate, and manage your career like a pro.

REASONS TO STUDY THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

IE University molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.

Liquid Learning in the Classroom

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Schedule

Agility, flexibility and fluidity are key to navigating today’s increasingly digital, constantly changing world.

At IE University we have developed Liquid Learning, a unique and evidence-based educational model that transcends conventional learning methodologies and platforms by fusing physical and digital learning spaces so that you can access first-rate education, no matter where you are.

In the particular case of the Master in Market Research & Consumer Behavior, you are expected to attend your classes in person. However, if you are unable to attend for justifiable reasons, you have the possibility to participate remotely as a temporary solution.

Find out more about Liquid Learning at IE University

Experience Madrid

Madrid is one of the most popular cities in Europe for Gen Z travelers, and is one of the most student friendly cities in Spain, with a great, affordable public transport network, cool underground culture and fabulous nightlife. But Spain’s capital is also home to international companies of the stature of Google, Microsoft and Apple, creating a myriad of opportunities for a professional experience.

Madrid is in a league of its own and provides the perfect backdrop for rounding off a unique educational experience.

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"You're used to your own ways of thinking and working... but this program forces you to see things in a different way."
"It's intense, exciting, and so similar to reality. The courses are demanding but extremely interesting."

Dual Degrees

Customize your education based on your specific interests and passions through a Dual Degree to give your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management degree (if you have 0-3 years of experience) or an International MBA (if you have 4 or more years of experience) will position you on the threshold of two exciting worlds; acquiring a broader skillset and a competitive differentiation with a sharp focus. Select your dual degree based on your years of experience:

Financial aid

We offer customized, merit-based aid and loan programs to financially support our students' education and professional success.

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