The current labor market makes it essential for companies to differentiate themselves from competition: this is where the qualification of human capital gains strength, to ensure, above all, the satisfaction of the client's needs.

For this reason, it is necessary that the Management of the company has a complete preparation in the several areas that influence its competitive positioning.

Specialists in the training of business management professionals in all its specialties (human resources, marketing, strategic direction, commercial, information systems, finance, etc.), IMF Business School in partnership with Camilo José Cela University, presents the MBA For Commercial and Marketing Directors, in which he studies in detail all the necessary aspects to become Commercial and Marketing Director, determining what elements to take into account to create the best commercial offer of the company to reach the customer in a direct way Or through distributors.

It also has the advantage of generating a network of vital importance for your professional future, through teachers and other students.

Software licenses included:

IMF Business School, in partnership and collaboration with SAGE, a leading enterprise management software company, offers students, at no cost, educational licenses for the following programs:

  • Sage Nominaplus
  • Sage Contaplus
  • Sage Facturaplus

Access Requirements

Bachelor's or equivalent professional experience


Graduates or professionals with experience in the field, who want to occupy positions of responsibility or boost their career in the commercial and marketing areas


Module I

Organizational Structure and Strategic Direction of the Company

  1. Principles and Foundations of Strategic Management
  2. Competition Analysis
  3. Fundamentals of strategy formulation
  4. Implementation of the strategy
  5. Strategy and management of change
  6. Types of companies

Module II

Economic Framing

  1. Fundamentals of economics and business
  2. Company and financial statements
  3. Fundamentals of financial accounting

Module III

Financial management

  1. The role of financial management
  2. Management Accounting
  3. Investment analysis
  4. Forms of financing

Module IV

Marketing and Commercial Management

  1. Marketing concepts and policies
  2. Market studies
  3. Sales forecast
  4. Business action plan
  5. Approach to the world of marketing
  6. Elaboration of the digital media plan
  7. Digital Marketing Competition Analysis
  8. Channels for projecting marketing campaigns

Module V

The Human Factor in the Organization

  1. Business organization and change management
  2. Strategic planning
  3. Compensation policy and incentive systems
  4. Control panel for people management
  5. Knowledge management response to multiculturalism
  6. Management of individual and group behavior

Module VI

Personal and Management Skills

  1. Approach to management skills
  2. Implementation of management skills
  3. The leadership. Personal and key management skills
  4. The leader in the organization
  5. Emotional intelligence applied to the development of management skills
  6. Internal and external communication

Module VII

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 VIII

Distribution: Strategic Differentiation Factor

  1. Introduction to commercial distribution
  2. Types of Business Forms
  3. The commercial channels. Type 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. Intermodality. 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 IX

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 X

Master's Final Work

Module XI

English course

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


The MBA - Specialization in Commercial 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
  • Possibility of live lessons
  • Virtual Library


Continuous evaluation as one advances in the study of the MBA - Specialization in Commercial Direction and Marketing. Each module is evaluated through the combination of online exams and case study development.

The achievement of the double degree, Master IMF Business School + Master Camilo José Cela University, is subject to overcoming all modules and preparing a final evaluation work.


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

Upon completion of our MBA with Specialization in Commercial and Marketing Management, you will be able to practice as:

  • Director of Commercial Department
  • Director of Marketing Department
  • Director and Business Manager
  • Strategic Consultant in the Commercial, Marketing or Financial Area, among others
  • Business Development Manager
  • Entrepreneur
Program taught in:
  • Portuguese (Brazil)

See 44 more programs offered by IMF Business School Portugal »

This course is Online
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Open Enrollment
720 hours
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