EADA Business School, Executive Education
Master en Dirección de Marketing y Comercial
Barcelona, Spain
Master degree
DURATION
12 months
LANGUAGES
Spanish
PACE
Part time
APPLICATION DEADLINE
EARLIEST START DATE
06 Nov 2026
TUITION FEES
EUR 16,800
STUDY FORMAT
On-Campus
Key Summary
The Master in Marketing and Commercial Management, delivered entirely in Spanish, prepares professionals to lead marketing and sales functions with strategic confidence and effectiveness in today’s competitive market landscape. Through a practical approach based on case studies and a learning by doing methodology, participants learn to make strategic decisions using analytical, tactical and leadership skills that address the challenges of digital transformation and omnichannel consumer behaviour.
The programme includes a Professional Development Programme (PDD), an International Marketing Week at Bologna Business School, and services such as executive coaching and professional career support. These experiences enhance leadership, strategic decision-making and competitiveness in senior roles across marketing and commercial functions.
Why choose EADA?
- Professional Development Programme (PDD): The master includes a dedicated development programme that strengthens executive competencies relevant to leaders in marketing and commercial roles.
- Global Business Insight: The curriculum enhances business vision with an integrated focus on marketing and commercial strategy.
- Up-to-date Context: Content is updated to align with digital transformation trends and sustainable leadership principles.
- Business Development Focus: A strategic emphasis on business development ensures participants are prepared to drive growth and value creation.
- International Marketing Week: An immersion experience at Bologna Business School exposes participants to leading companies and global marketing practices.
- Small Group Dynamic: Reduced class sizes support active participation and high interaction throughout the programme.
Product Managers and other professionals with more than five years of experience who are looking to advance their careers in marketing and sales.
At EADA Business School, we offer a range of discounts, scholarships and financing options so you can enrol in any of our programmes stress-free.
Discounts
Early-Bird Discounts: Complete your matriculation process before the end of the enrolment period* to become eligible for early-bird discounts.
Other Discounts: EADA alumni are eligible for discounts depending on the programme previously completed.
Scholarships
- Scholarships for Women
- Entrepreneurship Scholarship
- Scholarship for Persons with Disabilities
- Third Sector Scholarship
- EADA Foundation Scholarships
- Talent Scholarships
- Elite Sports Person Scholarship
EADA scholarships are awarded by the Scholarship Committee. It processes the applications and establishes the amount to be awarded. Decisions are based on the applicant's professional profile, personal circumstances, income level and current employment status as well the number of applications received and available funding.
Block 1 – How to Understand the Market: Identifying Value
Objective: To develop an analytical understanding of competitive environments, market value and essential marketing data.
- Sector and competitive analysis
- Big data & marketing
- Marketing intelligence: market research, data and insights
- Marketing database management
- Economic-financial management in marketing
- Supply chain management
- Consumer behaviour analysis
- Marketing information systems
- Artificial intelligence and new technologies
Block 2 – How to Generate a Value Proposition
Objective: To learn to define, present and communicate differentiated value to target markets.
- Business model and marketing integration
- Critical thinking and decision-making
- Strategic decisions
- Strategic innovation & design thinking
- Strategic brand management
- Commercial strategy
- CSR (Corporate Social Responsibility)
- Sustainability and circular economy
- Marketing & strategy simulation
Block 3 – How to Deliver and Maintain Value
Objective: To understand and implement tactical elements that enable operational delivery of value to customers.
- Definition of offer value & pricing
- Product & service management
- Go-to-market: omnichannel management
- E-commerce
- Digital marketing and communication
- Customer intelligence & customer loyalty
- Commercial forecasting & key performance indicators (KPIs)
Presentation and Defence of the Marketing Plan (Business Project)
Objective: To apply the programme’s learning by creating and defending a real marketing plan with practical relevance.
- Selection and evaluation of project proposals
- Team-based development of a comprehensive marketing plan
- Application of content from different blocks
- Presentation to a panel of experts or investors
Executive Skills Module
Objective: To enhance leadership competencies and decision-making skills relevant to marketing and commercial leadership.
- Negotiation
- Communication
- Critical thinking and psychological biases in decision making
- Interaction with multi-disciplinary professionals to broaden commercial leadership perspective
- Graduates will be able to lead the marketing and commercial areas of an organisation using strategic decision-making grounded in competitive analysis and market insight.
- They will apply analytical thinking and data-driven approaches to identify market opportunities and develop value propositions in omnichannel environments.
- Participants will integrate sustainability, innovation and CSR concepts into strategic marketing decisions.
- They will communicate value effectively, negotiate and lead teams in complex customer and market contexts.
- Graduates will demonstrate practical application through the design and defence of a comprehensive marketing plan that reflects real business challenges.
Graduates of the Master in Marketing and Commercial Management are prepared to assume leadership roles in marketing, sales and commercial strategy across organisations in diverse industries.
Thanks to strong competencies in strategy, data analysis, customer management and leadership, participants may pursue careers such as:
- Marketing Director
- Commercial Director
- Head of Sales and Marketing
- Product Manager
- Brand Manager
- Customer Intelligence Leader
- E-commerce and Digital Marketing Manager
- Business Development Manager
- CRM & Customer Experience Manager
- Strategic Market Analyst