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
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UNDERSTAND THE CONSUMERS OF TOMORROW, TODAY
To succeed in business in a landscape that's more competitive than ever you need to get inside consumers' minds and speak to them directly. The Master in Market Research and Consumer Behavior helps you do just that by building a skill set based on marketing, data analytics and consumer behavior as well as the fundamentals of business.
Combining consumer psychology, data science and both qualitative and quantitative market research, this is a program designed to give the next best you a bigger picture of the entire consumer landscape, ready to succeed in any area of marketing and communication.
WANT TO KNOW MORE?
SKILLING FOR IMPACT
Thinking Skills
Modern consumers receive thousands of messages a day, on every possible medium. Different thinking is required to push past the fog and make your message the one that sticks. With modules like creative and critical thinking, you'll gain the tools and understanding you need to make your mark and engage customers in a crowded marketplace.
Impact Skills
To make an impact now, strong creative thinking and stunning visuals aren't enough. You need the hard skills to go with them that will make you smarter and faster than your competition, even in the creative world. That's what modules like Business Strategy and the Workshop on Media Content Lifecycle gives you—the impact skills not just to keep up, but to surge ahead.
dIGITAL Skills
The creative landscape has been changed forever by the impact of digitalization. Modern creative skills must include mastery of new communication technologies like hypermedia, VR, ER and more. You'll gain the skills you need to make sure you're right at the front of the digital revolution that's sweeping the creative space.
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
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.
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.
DISCOVER THE STUDENT EXPERIENCE
AUSTIN'S EXPERIENCE
“The most fulfilling part of the program have been through challenge.”
ESPERANZA'S EXPERIENCE
“The professors are not only instructors but professionals in their own industry which is very enriching.”
Frequently Asked Questions
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 and Consumer Behavior gives you the opportunity to take part in 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.
WHAT IS THE STUDENT PROFILE OF THE MASTER IN MARKET RESEARCH AND CONSUMER BEHAVIOR?
Most of our students have between 0 and 5 years’ professional experience and come from a variety of academic backgrounds including psycology, social sciences, economics, business and the humanities. 80% are international students, with 40 nationalities represented in class.
How does the Master in Market Research and Consumer Behavior program equip students to understand and engage with consumers effectively?
The program covers topics such as ethnography, neuromarketing, surveys, observational methods and many other behavioral concepts, to enable you to test and understand how consumers think, feel and behave.
What are the key components of the skill set that this program builds?
The Master in Market Research and Consumer Behavior is focused on adding value through purpose: to your customers, your organization and yourself. You’ll be ready to deliver personalized experiences and relevant and consistent interactions to your customers, making an impact in whatever sector you choose.
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