Master In Market Research & Consumer Behavior

Master in Market Research & Consumer Behavior

Drive consumer engagement through behavior analysis and effective strategies
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
FormatIn-person
MODE OF STUDYFull-time

STRATEGY, CONSUMER INSIGHTS AND PSYCHOLOGY MEET TO UNLOCK MARKET OPPORTUNITIES

The Master in Market Research & Consumer Behavior is designed to help you build an understanding of strategic and analytical skills, psychology and buyer behavior. The program begins with a Common Core Period, where you’ll study alongside like-minded thinkers from our other Marketing, Communication & Sales programs. This design gives you a unique networking opportunity, as well as deciding if you’re on the right path for your personal and professional goals. Following the Common Core Period, this program focuses on these main pillars: Business & Marketing Strategy, Consumer Insights & Analytics, Consumer Psychology & Behavior, Professional Skills and Consulting Projects.

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PILLARS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

The program

PROGRAM STRUCTURE OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

Program Structure
10 Months
PREPROGRAM
    COMMON CORE PERIOD
    TERMS
    Consulting Project
      CAREER SECTOR TRACKS
      VISUAL COMMUNICATION
      BRANDING
      WELL-BEING IN PRACTICE
      STORYTELLING AND PUBLIC SPEAKING
      DIGITAL MARKETING
      PROJECT MANAGEMENT
      CUSTOMER EXPERIENCE
      FINANCE FOR MARKETEERS AND COMMUNICATORS
      DIVERSITY, EQUITY AND INCLUSION
      ENTREPRENEURSHIP
      CONSUMER BEHAVIOR AND INSIGHTS
      NEGOTIATION SKILLS
      Managing High-Performance Teams
      CROSS-CULTURAL COMMUNICATION
      BUSINESS DEVELOPMENT AND SALES
      Introduction To Statistics
      RESEARCH PANELS FOR BEHAVIOURAL INSIGHTS
      Qualitative Research
      Quantitative Research - Surveys
      UNDERSTANDING CONSUMER BEHAVIOUR I
      Handling And Preparation of Datasets
      Introduction To Big Data for Research
      BEHAVIOURAL OBSERVATIONS
      Product Launch Simulator
      Understanding Consumer Behavior II
      Web Mining & Social Media Listening
      STRATEGIC MARKETING
      Communication Effectiveness & ROI
      Ethnography And Cultural Marketing
      MARKET INTELLIGENCE & SUSTAINABILITY
      Neuromarketing
      Quantitative Tools for Data Analysis
      Understanding Consumer Behavior III
      AI AND ADVANCED RESEARCH TOOLS
      Electives
      Description
      MARCOM FOR CONSUMER GOODS, LUXURY AND FASHION
      MARCOM FOR TECHNOLOGY COMPANIES
      SALES & ECOMMERCE
      WHERE IS OUR FACULTY WORKING?
      Program Structure
      10 Months

      *Please note that our program content is continually updated to remain in sync with market demands. Therefore, we advise you that the content is subject to change and it can be dependent on student demand.

      University private degree

      This is a University Private Degree from IE University*. More information on what earning a University Private Degree from IE University entails.

      *IE University is a university officially recognized by the Spanish education authorities, allowed to grant both University Official Degrees (bachelor’s, master’s and PhD degrees), which are specifically regulated and accredited by Spanish Ministry of Education and University Private Degrees (master’s), that are specifically designed by the university toward the professional application of their studies and the constant update of higher education, preserving the educational standards of excellence of IE University. Both types of degrees are equally backed by the rigor and prestige of IE University.

      FROM THE ACADEMIC DIRECTOR

      Jaime Veiga, explains in-depth the Master in Research & Consumer Behavior

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      COMPANIES THAT COLLABORATE WITH THE PROGRAM

      At IE University, we believe the best way to learn is through practical, hands-on methodologies. Thanks to our strong relationship with top industry professionals, students have the opportunity to experience the real world of work in the classroom through challenges, consulting projects, and multimedia simulations, applying their knowledge as they go. Here are some of the partner companies that are currently collaborating with the program or have collaborated with us in the past:

      • Logo Nielsen
      • Logo Telefónica
      • Logo Kantar

      Consulting projects

      Over 10 months, you will work on and later present three different projects to leading corporate executives. You will solve real-life challenges that clients face when trying to understand how consumers behave and develop your professional skills by collaborating in diverse groups.

      • KANTAR BUSINESS CONSULTING PROJECT

        Dive into a four-day, real-world marketing case assigned to you by executives at Millward Brown, and develop impactful recommendations to present to a panel of experts.

      • THE MARKET RESEARCH AGENCY CHALLENGE

        For six weeks, you and your team will work with Nielsen to address a real client situation by conducting market research and analyzing consumer insights. You will then present your findings to the client at the end of the challenge.

      • THE INTEGRATION CONSULTING PROJECT

        This final, eight-week project allows you to integrate all the knowledge and skills you’ve mastered in the program to develop a unique solution to a real-world challenge provided by a client. Operating as a real consulting team alongside your peers, each group will work directly with the client and make final presentations directly to them.

      BEYOND THE PROGRAM

      Your Marketing, Communication & Sales Student Journey

      • 1

        Gain Foundation & Specialized skills

      • 2

        ADD-ON AN INDUSTRY CERTIFICATION

      • 3

        TRAVEL TO AN INTERNATIONAL LEARNING EXPERIENCE

      • 4

        GRADUATE AND START YOUR CAREER

      • 5

        TAKE ON AN OPTIONAL CAREER BOOSTER

      MARKETING & COMMUNICATION OPTIONAL INDUSTRY CERTIFICATIONS

      • Google logo

        IE DIGITAL ANALYTICS CERTIFICATE: GA4

        Read more  >
      • Logo of IE University consisting of a stylized abbreviation 'ie' next to the full name 'IE UNIVERSITY' in blue color on a black background.

        AI for Business Certificate

        Read more  >
      • SUSTAINABILITY CERTIFICATE

        Read more  >
      • IE-SALESFORCE CERTIFICATE

        Read more  >

      International Experiences

      Broaden your perspective on international business markets and Marketing, Communication & Sales career trends as part of several optional international experiences: the Global Immersion Week or the Social Impact Week. Previous editions have taken our students to the UK and Ghana, as well as other destinations such as South Africa and the Netherlands.

      • Marcom London Inernational Experience
        Play

        Global Immersion Week

        The MARCOM Global Immersion Week (GIW) allows students to network with companies, explore new cultures and gain new career insights. Our goal is to offer you a one-week international experience and show you firsthand the main career outcomes that you can find today within other relevant international business markets.  Previous years’ agendas have included in-company visits to Google, Ipsos, Amazon, Diageo and the Financial Times, among others.

      • Marcom Ghana Inernational Experience
        Play

        Social Impact Week

        Our goal is to nurture the next generation of purpose-driven business professionals who possess a deep sense of responsibility to the planet and society. Our Social Impact Week is a one-week trip in which you will visit local companies within the fields of marketing, communication and sales. There, you will develop a project for a client that is focused on social impact, entrepreneurship and the MARCOM sector. It is the perfect opportunity to network, gain global knowledge and have a positive impact on society.

      CAREER SECTOR BOOSTERS

      After completing your program, you’ll be able to join an additional optional term to specialize in two of the most relevant industries for the Marketing, Communication & Sales pathway. During this Career Sector Track from September to December, you’ll enjoy a career-driven curriculum with several practical consulting projects, in-company visits, project-based learning and additional networking opportunities for your job recruitment process. The Career Sector Track will have an additional cost. You can either enroll before joining IE University or while you are doing your master’s degree, up to the deadline that will be communicated by the academic team. We will have limited slots assigned for these two tracks, so the sooner you apply, the better.

      • MARCOM for Tech companies:

        Discover how the main tech brands have achieved success and growth over the past ten years and learn their best practices in branding, marketing and sales. Uncover the latest customer experience trends in the tech world and become a top global player in the industry.

      • MARCOM for Consumer Goods, Luxury and Fashion:

        Unlock the knowledge to increase sales and engage with customers worldwide by learning from top executives at today’s most relevant brands. Discover industry secrets behind main e-commerce and experiential marketing strategies and learn how these brands are staying competitive, relevant and sustainable over time with the latest digital marketing tools.

      • SALES & ECOMMERCE

        In today’s hyper-competitive, digitally driven marketplace, sales and eCommerce professionals become strategic architects, growth enablers, and tech-savvy innovators. This track equips you with the mindset, methods, and tools to thrive at the intersection of human behavior, digital technology, and commercial strategy - you’ll gain practical skills across every stage of the commercial value chain.

      MARCOM Speaker Series | IE Business School

      MARCOM SPEAKER SERIES

      Once a month, students will have the chance to hear from top speakers from different companies in the Marketing, Communication & Sales (MARCOM) industry. In the past, speakers have represented such leading companies as Kantar, McKinsey & Company, Interbrand and Fjord, to name a few.

      FLEXIBILITY IN YOUR CAREER PATH

      Choosing the right program for you can be difficult. We’re here to guide you in your Marketing, Communication & Sales career journey from the start. All our full-time programs begin with a two-month Common Core Period, designed to give you the key foundations to succeed in this career path.

      However, if after starting the program and completing this Common Core Period you are interested in changing to another Marketing, Communication & Sales program, you may switch programs after having a meeting with the Academic Program Direction team to validate this change and understand how it may affect your future career. Please be aware that program changes are dependent on availability.

      Frequently Asked Questions

      • Alumni of the Master in Market Research & Consumer Behavior work in general marketing or specific roles in a variety of industries, including consulting, technology, financial services, consumer goods and media and entertainment. Many work for top companies such as Amazon, Johnson & Johnson, IPSOS and Kantar.

      • Yes, the Master in Market Research & Consumer Behavior can be customized with electives—you can choose between the Data Analytics path and the Consumer Behavior path.

      • Positions which graduates of the Master in Market Research & Consumer Behavior can achieve include advertising manager, marketing manager, data mining consultant, customer experience specialist, marketing intelligence strategist, voting and campaign researcher, and many more.

      • You’ll have ongoing support and advice from our IE Talent & Careers team, who can help you in your job search both during the program and after graduation. You'll have lifelong access to our job bank and to careers advice and networking events. After completing your program, you can also join an optional term, at an additional cost, to specialize in two of the most relevant industries for the Marketing, Communication & Sales pathway, including several practical consulting projects, in-company visits, project-based learning and additional networking opportunities for your job recruitment process.

      • During the 10 months, you will work on and present three different projects to leading corporate executives in companies as: KANTAR, Nielsen and MediaBrands. You'll solve real-life challenges that clients face when trying to understand how consumers behave, and develop your professional skills by working in diverse groups. In the past we have also collaborated with companies like Telefonica, Orange and 3M.

      • The Master in Market Research & Consumer Behavior gives you the opportunity to take part in two optional international experiences: Global Immersion Week or Social Impact Week. Previous international experiences have taken our students to London and Ghana, as well as other destinations such as Amsterdam and South Africa.