Master's degree in business and marketing


Program Description


Consumers are becoming more demanding, more informed and careful about brands. Companies need marketing and commercial management professionals who, with market orientation, lead the organization to a change of environment. Companies seek professionals who establish the commercial offer (goods and services), communicate effectively and persuade the customer.

The Master in Commercial and Marketing Management has as its objective, to train directors and managers that through the latest trends in the sector can increase business profitability. It allows the student to know the world of marketing with a broad view of commercial strategies and concrete techniques currently used. Upon completion of the master, the student will be able to develop strategies and techniques to protect and achieve success in the marketing departments with which he works, through the latest commercial, sales, marketing and communication techniques.

The student will go through the marketing mix, market research, segmentation, CRM and Call Center tools and all the factors necessary to establish a success plan.

Access Requirements

Bachelor's or equivalent professional experience


Licensed or with professional experience who need to renew their knowledge and adapt to the latest techniques to boost professional careers and / or as a complement to training in the Commercial and Marketing areas


Module I

Marketing in the Company: Strategy, Tools and Plans for Success

  1. An overview of marketing activity: the key elements of success
  2. Marketing in action, implementation in the company
  3. Strategic marketing
  4. Product and price variables in marketing-mix
  5. The distribution and communication variables in marketing-mix
  6. The marketing plan

Module II

Success in Sales: Management and Business Techniques

  1. Sales and sales direction
  2. Commercial organization
  3. Recruitment and selection of sales force
  4. The formation of the sales force
  5. Compensation systems
  6. Sales Techniques
  7. Spin Selling Method
  8. Key Account Manager
  9. Supervision and control of commercial teams

Module III

The Commercial Offer: Product and Price

  1. The product, variable of the marketing mix
  2. Decisions on the mark
  3. Development of new products
  4. Product: packaging, packaging, merchandising
  5. The management of prices
  6. Pricing Strategies
  7. Pricing

Module IV

Distribution: Strategic Differentiation Factor

  1. Introduction to commercial distribution
  2. Types of Business Forms
  3. The commercial channels. Training, typology and organization
  4. Selection and management of commercial channels
  5. Territorial organization of commercial distribution systems
  6. Practical cases of commercial channels
  7. Competition and commercial strategy. Brands
  8. The distribution and trade sector in Spain and Europe
  9. Understanding franchising
  10. Franchising Strategies and Structures
  11. The distribution business models and their evolution
  12. Practical case of commercial distribution policies and strategies
  13. Introduction to global logistics
  14. International Trade. The marketing channels
  15. Strategic planning. Regulation of cargo transportation
  16. Ground transportation
  17. Shipping. Port traffic
  18. Air transport
  19. Practical case of physical support to global logistics
  20. Customs operations
  21. Financing and letters of credit
  22. Security issues
  23. Intermediaries, alliances and subcontracting
  24. Public Logistics
  25. Practical case of global logistics organizational support

Module V

Practices and Techniques of Market Studies

  1. Concept and methodology of market studies
  2. The qualitative study
  3. The qualitative study, the quantitative study: questionnaire
  4. The process of sampling, coding and data processing
  5. Data analysis techniques: univariate, bivariate and multivariate

Module VI

E-Business: The Internet Marketing Challenge

  1. Objectives and introduction to e-business
  2. Build the online store
  3. The customer service. Zappos case
  4. Services and software tools for creating the online store
  5. Promotion of the online store: digital marketing
  6. Legal aspects of electronic commerce
  7. Payment options
  8. Online store operation
  9. Control panel and KPIs
  10. Social commerce
  11. Mobile commerce (m-commerce)
  12. The e-commerce giant - China
  13. Case study: Zapatos de Lujo, SA
  14. E-commerce in the world
  15. The digital marketing tools
  16. Digital marketing and digital communication
  17. Blended Marketing: Combining Online and Offline Marketing
  18. Introduction to digital marketing plan
  19. Implementation of a digital marketing plan
  20. Viral Marketing
  21. Conversational Capital Definition
  22. Conversational Capital Assets
  23. Implementation of Conversational Capital
  24. How to position yourself in search engines: SEO and SEM
  25. Digital Marketing on any type of device: mobile marketing
  26. E-geomarketing and advergame
  27. Practical case. Marketing plan

Module VII

Marketing Communication: Strategies and Tools

  1. Communication in marketing strategy
  2. The advertising system
  3. Advertising strategies
  4. Promotional marketing
  5. Public Relations
  6. Direct marketing and customer loyalty

Module VIII

How to Succeed Abroad: International Marketing Strategies

  1. The internationalization decision
  2. Making decisions on the markets in which to operate
  3. Entry strategies in international markets
  4. Design, implementation and coordination of a global marketing plan

Module IX

Management Skills: The Leader in Action

  1. Introduction to management skills
  2. Or leader as an individual. Self leadership
  3. Emotional Intelligence and Leadership
  4. Management skills in practice
  5. The leadership of the organization


Community Manager Course

  1. The social media ecosystem
  2. Social media communication strategy
  3. Communication platforms on social networks
  4. Analytics applied to social media
  5. Community management


English course

Basic, Pre-intermediate, Intermediate or Advanced
The student can choose one of the four levels


The Master in Business and Marketing Management offers a totally flexible methodology adapted to your needs, regardless of geographical location or availability of time.

E-Learning Methodology: All content will be available on the campus virtual campus 24 hours a day, 7 days a week, without any mandatory schedule so it becomes extremely flexible. In this way, it is easy to reconcile an active professional life with an excellent academic formation.

All contents are updated with great technical rigor, are easy to understand and have a clear practical vocation.

The IMF Business School offers its students:

  • Personal tutorials (chat, phone, email)
  • Webinars
  • Discussion and discussion groups through forums and chats
  • Self evaluation tests
  • Case studies and documentation
  • Virtual Library


Continuous evaluation.
In the course of the studies, the student has self-assessment exercises in each module of the training program.


The Course Tutors Panel is comprised primarily of corporate and academic professionals who can pass on to students real work experience and practical examples from their experience in business activity.

Download the programmatic content to know the Panel of Tutors.

Career Opportunities

At the end of the Master's Degree in Commercial and Marketing Management you can occupy positions that perform functions of:

  • Director of Commercial Department
  • Director of Marketing Department
  • Head of Sales
  • Product Manager
  • Head of Media and Public Relations
  • Key Ac Manager
  • Head of Marketing Studies
  • Market Research Officer
  • Commercial and Marketing Technician
  • Specialist in Direct Marketing
  • Trade Marketing Manager
  • Online Marketing Specialist
  • Community Manager and Social Media
  • Consultant in Marketing and Advertising Agencies
Last updated Jul 2017

About the School

O IMF Portugal é uma sociedade comercial de Direito Português inserida no grupo IMF Business School, e a sua atividade dirige-se aos Países de Língua Oficial Portuguesa. O IMF Portugal tem como objeto ... Read More

O IMF Portugal é uma sociedade comercial de Direito Português inserida no grupo IMF Business School, e a sua atividade dirige-se aos Países de Língua Oficial Portuguesa. O IMF Portugal tem como objeto o exercício das atividades de representação, divulgação, promoção e comercialização em Portugal e nos demais Países de Língua Portuguesa, cursos ministrados por instituições que prestam formação à distância (e-learning), Universidades, Politécnicos e Escolas, sejam nacionais ou estrangeiros. Read less
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