Checking date: 28/06/2021

Course: 2021/2022

Advanced Topics in Marketing
Study: Master in Business and Finance (69)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 5.0 ECTS


Students will learn a wide range of research topics of interest in marketing. For example: -Customer Relationship Management (CRM) -Business analytics and marketing planning -Planning marketing strategies and tactics. -New trends in consumer behavior They will also develop the ability to search for relevant information for marketing research.
Skills and learning outcomes
Description of contents: programme
Being a subject that covers advanced topics, the specific contents may change from one year to another. These typically include advanced consumer behavior topics, and / or advanced quantitative marketing topics, as well as specific market research techniques and their application to specific contexts. As an example mention: -CRM techniques -Advanced modeling -Structural marketing models -New approaches to segmentation -Digital marketing -Marketing for Services
Learning activities and methodology
-Master classes, projects, exercises, exhibitions and practical cases.
Assessment System
  • % end-of-term-examination 60
  • % of continuous assessment (assigments, laboratory, practicals...) 40
Basic Bibliography
  • Esteban-Bravo, M. and J. M. Vidal-Sanz. Marketing Research Methods: Quantitative and Qualitative Approaches. Cambridge University Press.. 2021
  • Liliem G.L.; P. Kotler, K. S. Moorthy. Marketing Models. Prentice Hall. 1992
  • Solomon, Michael R., Gary Bamossy, and Margaret K. Hogg. Consumer Behavior: A European Perspective. 5th edition. . Pearson Higher Education, Boston.. 2016
  • Thaler, R. and C. Sunstein. Nudge: Improving Decisions about Health, Wealth, and Happiness. Penguin. 2009
Detailed subject contents or complementary information about assessment system of B.T.

The course syllabus and the academic weekly planning may change due academic events or other reasons.