MASTER IN GENERAL DIRECTION

Degrees

Objectives of the Master

Students who complete the program gain:

•    Strong organizational, leadership, and management skills
•    Familiarity with adapting to change and technological innovation.
•    Skill in providing strategic and operational plans as a senior director of the company.
•    Skills working in groups
•    Critical analysis and capacity for abstraction.
•    Speed in identifying, analyzing, and solving problems
•    Open-mindedness to socio-economic and cultural environments.
•    Know-how for assuming responsibility.

As well as a deep cultural enrichment, on both a personal and professional level in everyday activities, which ultimately transforms the cost of training into productivity for businesses and organizations.

Faculty

ESERP has a staff of professors, characterized by proven expertise in the various fields that are taught, which allows them to expound on educational themes with first-hand knowledge and with an applicable, operative focus. Moreover, the staff is accustomed to utilizing the most up-to-date teaching methods whilst holding executive positions in the most important national and international companies.

Through applied research- publishing books, articles, case studies and technical notes- the staff combines their teaching curricula with their business practices.

Profile of the Teaching Staff

•    High degree of specialization
•    University Degree, Masters or Doctorate
•    Experience in teaching and in the education of business directors
•    Teach disciplines in which they are developing their professional career.
•    Teach disciplines in which they are developing their professional career.

Along with Faculty, teaching roles are carried out by highly renowned guest and honorary lecturers, as well as professors from international academic institutions with which ESERP has established collaboration agreements.

Methodology

• •    Practice cases and simulations method, that combine the theoretical presentation with analysis and discussion of the studies (case studies are provided by ESERP Business school, IESE Business school, Stanford Graduate School of Business, Harvard Business School, and more).
• •    ITT-TM Methodology – Intelligence Training Technology, ESERP Business School utilizes this method in reference to its primary objective of academic education based on three pillars:o    KNOWLEDGE: Knowledge + Case Method. Using the case method of simulation, combined with self-assessment and self-understanding systems, because what is not practiced is not learned.formación profesional
  o    KNOW-HOW: Consulting Method. Self-diagnostic tools to apply to your organization, because what is not practiced is forgotten.
  o    CAN DO: Management System. Technological systems to apply the techniques and policies to senior management for decision-making through innovation.
  •    Renaissance Balanced Scorecard: Tool approved by the creators of the Balanced Scorecard, David Norton and Robert Kaplan of Harvard Business School for:
  o    Cost management by activity.
  o    Process management of activities
  o    Margin Optimization
  o    Financial Management
  o    Marketing Management
  •    Intelligent Training Technology Method, to effectively manage any situation in the business environment.
  The Master takes place in sessions taught by academics, managers, consultants, and experts in the industry. It is essential in order to obtain the degree that students attend 80% of the course lessons and pass the final project for the Master, along with the self-evaluation quizzes. The fifteen hundred hours are split between classroom and online learning and consist of: teamwork, individual work, use of technological tools, and developing and implementing the final project.

Modules

Module 1: Marketing Management in the company. Organization
•    The modern concept of marketing, customer marketing, marketing of value
•    Strategic Marketing: Strategic thinking: the mission, the strategic plan
•    Corporate strategy, competitive strategy and marketing strategy
•    Operational Marketing: annual marketing and sales plan
•    Marketing organization and sales management
Module 2: Product Manager: Design and implementation of policies and the Marketing Plan
•    From marketing strategy to the sales and the marketing plan
•    The peculiarities of planning in the sales department
•    The phases of the marketing plan: preliminary analysis, From the sales plan to the economic plan, implementation and control
•    The marketing plan: a tool and a management style of the sales department
•    Diagnosis of the situation: SWOT analysis and competitive positioning matrix
•    Marketing Strategy: portfolio strategy, growth management matrix, segmentation and positioning strategy, and functional strategy
•    Components of the Marketing audit and the parameters that it measures
•    Controlling the efficiency of sales and distribution through the sales force, advertising and promotions.
•    Competitive Analysis and the Marketing Audit: the challenge of new markets
•    The role of benchmarking within the marketing audit
Module 3: Positioning and Strategy for Products and Brands: Globalization and decision-making. Competitive Analysis
•    Market segmentation: what is a market segment?
•    Some types of market segmentation
•    Outline for carrying-out the segmentation and type/life-style
•    Positioning: factor analysis of correlation and the MISS model
•    Conjoint analysis: objectives and applications
•    Key elements of management by products: product definition, industrial products, consumer goods and services, and the product life cycle
•    Marketing mix design based on the segmentation strategy, positioning and mapping
•    Product-based strategies: decisions about product portfolio, competitive strategy, and competitive strategies for launching new products and innovation
•    
•    Implications for the business organization: the product manager
Module-04: Projected Sales. Forenet. (Expert Systems in Business reviews). Assessing the Demand for Innovative Products. Market Research
•    A high-performance sales force
•    The role of the sales force in the Marketing of the Company
•    The sales director, sales management and network
•    The control and evaluation of the sales force
•    Sales forecasts using the Box-Jenkins method
Module 5: Quality, Logistics and Product Distribution
•    Basic concepts of distribution and distribution as a source of value
•    Marketing strategy and distribution system
•    Guidelines for the design of the distribution system
•    The step-by-step design of the distribution system
•    Profitability and positioning of distribution companies
•    Methods of production planning by projects: Quality of service,the product, and the designs
•    Total quality: satisfaction and customer loyalty
•    The quality assurance system. ISO 9000 Certification
•    Quality-oriented supply management
•    Supplier relationship management focused on quality
Module-6 Promotions, Trade Shows, Conventions, and Conferences, and Trade Marketing
•    Types and characteristics of fairs
•    Visitor vs Exhibitor
•    Differentiation between conventions and congresses
•    Phases in the execution of a convention or conference
•    How to manage a networking event
Module 7:Customer Marketing. Acquisition and retention techniques: CRM
•    IT in marketing: greater competitiveness and profitability
•    Information systems and the value chain
•    Advanced Customer Management (CRM): concept, objectives and structure of an information system
•    Internet systems and communications systems
•    Opportunities on the Internet: establishing strategies
•    The client: Internet-based customer management
•    Convenience: online distribution, partnerships and affiliate programs
Module 8: Marketing in Industrial and Service-Based Companies
•    Characteristics and environment of applying industrial marketing: customers, and industrial products
•    The purchase process in industrial markets
•    The essence of the Product, the official and expanded product, and commodity products
•    The reasons for the industrial marketing communication, corporate reputation and image
•    Choosing distribution channels: private sales network and customer sales plan
•    The nature of the services and their differences from physical goods
•    The buying behavior of consumers of services
•    Successful strategies for service-oriented companies
•    The new marketing variables in service-oriented companies
•    Product marketing and its synergy with the marketing of services
•    The structure and organization of service-oriented companies
Module 9: Optimizing Product Margins. Pricing Policy
•    The economic environment and its influence on the pricing system
•    Role of price in marketing strategy
•    The concept of price: variable and operational variable
•    Determining the price
•    Dealing with a price war
•    Sequence for practical price setting
•    More than competitive pricing
•    Analysis and control of sales and costs
•    Control of non-monetary income
•    Control of sales efforts
•    Management control system for all sales activities
Module 10: Determining Global Sales Budgets. Profit Maximization
•    The control process of sales activity
•    Analysis and control of sales and costs
•    Control of non-monetary income
•    Control of sales efforts
•    Management control system for all sales activities
•    Sales team management system
•    Traditional control and its drawbacks
•    A model of control that includes the general objectives
Module 11: Strategic External Analysis: New markets. Control of new channels
•    The internationalization of business activity and requirements for success in international markets
•    The process of building an international business
•    The entrance to foreign markets: a strategic decision
•    Market information in marketing
•    The international marketing mix
•    Organization and control in the international arena
•    International and Internet Marketing
Module 12: Legal Treatment of Marketing / International Legality
•    Review of the essential legal elements relating to brands, well-known brands, famous brands, disputes between brands, brand imitation
•    Review of the essential legal elements related to advertising, misleading advertising, comparative advertising, advertising imitation, subliminal advertising, product placement, illegal advertising
o    The consumer and their buying behavior: behavior models
o    The "S" model of individual purchasing behavior
o    Sociocultural variables in the buying decision
o    The variables of the person in the buying decision
o    Other purchase models: impulse buying
o    The shopper's response to marketing stimuli
o    Building a marketing strategy tailored to consumer behavior
o    Consumer protection: the debate about sustainable development and the protection of consumer rights
o    IT in marketing: greater competitiveness and profitability
o    Information systems and the value chain
o    Advanced Customer Management (CRM): concept, objectives and structure of an information system
o    Internet systems and communications systems
o    Opportunities on the Internet: establishing strategies
o    The client: Internet-based customer management
o    The value proposition
o    Convenience: online distribution, partnerships and affiliate programs
o    New communications media on the Internet
o    Positioning on the Internet
o    Social networks.
o    The brand: what it is, evolution of the concept of branding, and brand image
o    How to measure a brand: marketing value, economic value and legal value
o    How to build and maintain a brand
o    The trends in brand management
o    Growing importance of brand value
o    Internationalization of the brands
o    The brand on the Internet
o    What can a company internationalize?
o    How does one address internationalization of the business management?
o    Internationalization of purchasing and production
o    Foreign investment, step by step: internationalization of capital and people
o    Internationalization of sales: exports and competitiveness as key factors
o    Selecting products and services to internationalize
o    Criteria for selecting countries and the stages of internationalization
o    Application of social action
o    Social action as an investment
o    Joint marketing
o    Social action in SMEs
o    Origin of and need for the balanced scorecard
o    Definition and characteristics of the balanced scorecard
o    How do you construct a scorecard?
o    The application of the balanced scorecard
o    The balanced scorecard and its relationship to other management philosophies
o    Managing and improving the ability to:
o    - Identify and select the priority of business objectives
o    - Deploy and execute objectives effectively, mobilizing the entire organization.
o    - Review the objectives achieved and implement new ones.
o    Acting on the levers that produce results (cause and effect)
o    - Doing all of this more quickly than competitors.
o    Also allows students to go in-depth into a range of generic skills and exploits, designed to tie together all of the individual modules:
-Independent learning.
-Analysis skills
-Decision making
- Teamwork
o    Managing and improving the sector
o    How to develop and successfully implement a Business, Marketing, or Export Plan
o    Strategic Business Plan:
- Mission, Objective, Methodology, Characteristics & Benefits
- Environmental Analysis: economic, sociocultural, technological, political-legal and ecological
- Sector Analysis: A Dynamic Analysis of the competitiveness of the sector, barriers to entry, customer power, supplier power, strength of substitutes and barriers to exit
- Analysis of Competitors and the Lines of Business
- Portfolio Analysis: Products and Customers
- Self-diagnosis and Competitive Advantage
- SWOT Analysis and Action Plan
- Economic and financial planning
- Developing the Business Plan
Module 13: Analysis of Consumer Behavior} {/} {mooblock mooblock = Module 14: Technological Innovation Applied to Marketing} {/} {mooblock mooblock = Module-15: Branding: Brand Value Management. Brand portfolio strategy} {/} {mooblock mooblock = Module-16: Globalization and Internationalization of Markets} {/} {mooblock mooblock = Module-17: Marketing of Social Responsibility. Strategies} {/} {mooblock mooblock = Module-18: Balanced Scorecard: Designing strategies in the management of companies} {/} {mooblock mooblock = Module-19: Business Game: Simulation of corporate management} {/ mooblock} mooblock = {Module-19: Final Project: Strategic Business Plan

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