Master in Market Research & Consumer Behavior

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Master In Market Research & Consumer Behavior

duration10 months

languageEnglish

locationMadrid

intakeSeptember*

FormatIn-person

MODE OF STUDYFull-time

duration10 months

languageEnglish

locationMadrid

intakeSeptember*

FormatIn-person

MODE OF STUDYFull-time

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 gain unique customer insights into 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.

This 10-month program takes you on an intensive learning journey, which begins alongside like-minded go-getters from other marketing, communication and sales programs in a Core Period. This common Core Period is designed to build the fundamentals, enhance your creative and digital skills, and ensure that you’re ready to step into the specialized world of market research and consumer behavior.

With your success at the core, you’ll also be given the option to work toward additional certifications from digital leaders including Google, AWS and Salesforce. What’s more, we’ve introduced IE University’s Sustainability Certificate as an option as well, which has been designed by our leading faculty. The opportunities don’t stop there; you can also partake in our Global Immersion Week or our Social Impact Week, where our previous intakes have visited global hubs in London and Ghana, and our future intakes will visit Amsterdam or South Africa.

Following your program, you can continue learning with our optional three-month Career Booster period. In this additional section, you can choose to enhance your skills and knowledge in Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.

*The 2023-2024 intake starts on September 18th.

Master in Market Research & Consumer Behavior | IE Business School

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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.

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

IT'S FOR INDIVIDUALS WHO...

are motivated by consumer behavior, psychology and the data analytics side of market research, and wish to gain in-depth insights 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 marketing intelligence. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student may, in the future, work as a qualitative researcher, ethnographer, insights and analytics manager, data scientist, behavioral scientist, product/business analytics/market intelligence expert or many more.

KEY AREAS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

Master in Corporate & Marketing Communication | IE Business School

CORE PERIOD

We believe that any career path within Marketing, Communication & Sales requires general competency in several key areas. Our approach is simple: first, lay the groundwork with a strong basis in the foundations; then, allow you to specialize by completing one of the unique master’s programs under the MARCOM umbrella.

IE Business School accomplishes the first through the Core Period of Foundations, which you will focus on in Term I. Over the course of six weeks, you will cover building blocks that will help to enhance your creative, analytical, commercial, business, strategic and digital know-how. You will also gain the optimal blend of hard and powerful skills that will turn you into a versatile professional capable of succeeding in any area of MARCOM.

Mine, define and refine your skillset | IE Business School

BUSINESS MARKETING & STRATEGY

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

Boost Digital Learning during times of travel restrictions!

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, and Data Gathering Tools for Insights Generation.

CONSUMER PSYCHOLOGY & BEHAVIOR

Consumers don’t always make rational decisions. Test and understand how they think, feel and behave using ethnography, neuromarketing, surveys, observational methods and many other behavioral concepts.

What you do makes the difference | IE Business School

Electives

Elective paths are there to allow you to customize the program, putting more focus on your areas of interest. You can select between the Data Analytics path and the Consumer Behavior path, depending on the topics you most aligned with your passions or the skills you need to progress in your professional career.

Market Research and Consumer Behavior Career Opportunities | IE Business School

PROFESSIONAL SKILLS

Technical abilities alone don’t cut it anymore. Today, emotional intelligence and soft skills are equally as 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.

01.

SKILLS TO SET YOU APART

Become an expert in areas that employers are seeking in the new digital economy, such as consumer psychology and behavior, marketing intelligence, consumer insights and analytics.

02.

LEARN FROM THE REAL PIONEERS IN MARKET RESEARCH AND INSIGHTS

Our faculty is made up of a diverse group of academics and professionals. As mavericks in their corresponding fields, they bring real-world expertise into the classroom.

03.

LEARN BY DOING

You’ll work on practical projects to generate and implement insights-based innovative ideas and transformation strategies from the very beginning. You’ll continue to apply what you learn throughout the program.

04.

CAREER-FOCUSED PROGRAM

Businesses desperately need professionals who can gather marketing intelligence to understand how and why consumers make decisions in today’s tech-driven world and address them with actionable plans.

05.

Big Data and machine learning will bring data collection to everyone's fingertips

So the organic evolution is for Market Reserachers to focus on the “why” of human behavior.

06.

Only 39% of marketing executives say they are able to understand their customers' cross-device behaviors. - Hubspot

07.

Organizations that leverage customer behavioral insights outperform competitors by 85% in sales growth. - McKinsey

GUIDING YOUR CAREER JOURNEY…

We understand that it can be difficult to choose your path in the Marketing, Communication & Sales (MARCOM) world. We are here to guide you in your MARCOM career journey from the start with the support of our Recruiting & Admissions team who will closely review your background, skills and future career goals to ensure you choose the right program for you. All our full-time programs begin with a common 2-month Core Period, designed to give you the key foundations to succeed in this career path. This foundational first period also becomes the basics for you to make sure you choose the right path within MARCOM.

…IN THE RIGHT DIRECTION FOR YOU

However, if after starting the program and completing this Core Period you are interested in changing to another MARCOM program, you could 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. Program changes are also dependent on availability, but we will always put you first and give you the needed flexibility at this stage of your career.

CAREER SECTOR BOOSTERS

After completing your program, you will be able to join an additional optional term to specialize in two of the most relevant industries for the MARCOM pathway. During this Booster Period from September to December, you will 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 Booster will have an additional cost and you can either enroll before joining IE University or while you are doing your MARCOM master, until the deadline that will be communicated by the Academic team. We will have limited slots assigned for these two boosters, 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 10 years and learn their best practices in branding, marketing and sales. Uncover the latest Customer Experience trends in the tech world and become a MARCOM top global player.

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.

Experience Madrid

Madrid is one of the most popular cities in Europe for Gen Z travelers and 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 stature, including Google, Microsoft and Apple, creating a myriad of opportunities for 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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"I couldn´t find any other program like MRCB to learn about human and consumer psychology in such a deep level. It was well designed and with the right mix of elements to later put it into real business practice. I was able to combine my previous experience in Marketing with Research and Psychology."

Ana Maria Aldana

Sr. Marketing Effectiveness Consultant at Nielsen

DUAL DEGREES

Customize your education based on your specific interests and passions through a dual degree that gives your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management (if you have zero to two years of experience) or an International MBA (if you have three or more years of experience) will position you on the threshold of two exciting worlds; acquiring a broader skill set and a competitive differentiation with a sharp focus.

Select your dual degree based on your years of experience:

COMBINE IT WITH A MASTER IN MANAGEMENT

Suitable for 0-3 years of experience

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COMBINE IT WITH AN INTERNATIONAL MBA

Suitable for more than 3 years of experience

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UNSURE IF THIS IS THE RIGHT PROGRAM TO HELP YOU ON YOUR PROFESSIONAL JOURNEY?

At IE University, we have carefully streamlined related subject areas to create unique paths featuring similar programs. Guided by these paths, you can take control and discover the right program for you.

Marketing, Communication & Sales

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FIND MORE ABOUT OUR EVENTS

We organize a wide range of events, from conferences and master classes, to networking and informative sessions.

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Frequently Asked Questions

Should I study a master's in market research & consumer behavior?

"A master's in market research & consumer behavior can be a very rewarding experience that unlocks critical insights into market research. This knowledge is crucial for businesses wanting to stand out, so it can position you as a prime candidate for sought-after roles.

At IE University, our Master in Market Research and Consumer Behavior combines both quantitative and qualitative skills. What's more, being a member of the IE Community opens you up to an international network with support and opportunities to last a lifetime.

Where can I study a master's in market research & consumer behavior?

IE University offers a Master in Market Research & Consumer Behavior in Madrid.

Which degree is best for market research?

The Master in Market Research & Consumer Behavior at IE University uniquely combines both aspects of the program which strongly complement each other to give you an edge in the professional world. By studying these closely related fields, your knowledge will be richer and deeper than from traditional, single-focus degrees. Our Master is also unique in the way it combines quantitative and qualitative skills, which will help you succeed no matter your career goals.

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