Master in Market Research & Consumer Behavior
Master in Market Research & Consumer Behavior
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STRATEGY, CONSUMER INSIGHTS AND PSYCHOLOGY MEET TO UNLOCK MARKET OPPORTUNITIES
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
PILLARS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
The program
PROGRAM STRUCTURE OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
PROGRAM STRUCTURE OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
- PREPROGRAM
- COMMON CORE PERIOD(SEPT-OCT)
- TERMS
- Consulting Project
- CAREER SECTOR TRACKS
- core subjects
- FIRST TERMNOVEMBER-DECEMBER
- SECOND TERMJANUARY-MARCH
- THIRD TERMAPRIL-JULY
- Description
- PREPROGRAM
- COMMON CORE PERIOD(SEPT-OCT)
- TERMS
- Consulting Project
- CAREER SECTOR TRACKS
*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
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
FROM THE ACADEMIC DIRECTOR
Jaime Veiga, explains in-depth the Master in Research & Consumer Behavior
COMPANIES THAT COLLABORATE WITH THE PROGRAM
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:
Consulting projects
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
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
MARKETING & COMMUNICATION OPTIONAL INDUSTRY CERTIFICATIONS
IE DIGITAL ANALYTICS CERTIFICATE: GA4
Read more >AI for Business Certificate
Read more >SUSTAINABILITY CERTIFICATE
Read more >IE-SALESFORCE CERTIFICATE
Read more >
CAREER SECTOR BOOSTERS
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.
International Experiences
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.
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.
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.
MARCOM SPEAKER SERIES
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
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
Frequently Asked Questions
WHAT CAN I DO WITH A DEGREE IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
CAN YOU MAJOR IN CONSUMER BEHAVIOR OR DATA ANALYTICS?
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.
WHAT JOBS CAN I GET WITH A MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
WHAT CAREER SERVICES AND EXPERIENCES ARE AVAILABLE IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
ARE THERE ANY REAL-COMPANY PROJECTS IN THE PROGRAM?
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.
ARE THERE ANY INTERNATIONAL EXPERIENCES IN THE PROGRAM?
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.