i
Real cases, not textbook exercises
Every module closes with applied research exercises and experiential development projects built around real-world problems.
Graduate Program in Strategic Marketing
From data to decision, in three months
Marketing that can't be measured can't be defended in front of a committee. This graduate program prepares professionals to design and implement strategies that generate demonstrable value: researching the market, building the message, and executing it across digital channels.
One hundred percent online. Tuesday and Thursday evenings, Saturday mornings.
Diploma from a U.S. universitySACSCOC + ACBSP accreditationFaculty with business experienceInternational networkPersonalized classes
The program
Strategy that holds up under scrutiny
The goal is to develop innovative, strategic marketing leaders capable of facing today's business environment. We combine theory and practice to build three things that are hard to teach separately: analytical competency, effective communication and critical thinking.
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Data-driven decisions
Critically analyze and evaluate different marketing strategies and their effectiveness across different market contexts, backing up every decision.
iii
Digital and traditional, integrated
You design plans that incorporate both approaches, aligned with the organization's objectives and the customer's real needs.
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Fits around your job
Two weeknight evening sessions and one Saturday session. Three months of commitment, not two years.
Content
Three modules, in sequence
The order matters: first you understand the market, then you build the message, and finally you take it to digital channels.
01Month 1
Market Research and Analysis
An organization's marketing information needs: defining research objectives, data sources, study design, interpreting results, and evaluating proposals.
Survey methodsCustomer analysisData designApplied research
02Month 2
Promotional Strategy
Formulating and executing the promotional strategy of a marketing plan: advertising, sales promotion, personal selling, direct marketing and public relations, integrated to build brand value from the customer's perspective.
Integrated communicationsPoint-of-sale advertisingMedia evaluationSponsorships
03Month 3
Digital Marketing
Marketing practices in the digital environment and the decisions a manager makes when expanding into that market. The impact of e-marketing and social media on business transactions and strategy.
Expanding into digital marketsSocial mediaLegal and ethical dimensionsMeasuring impact
Upon graduating
What you will be able to do
- Formulate and execute the research and analysis strategy for a complete marketing plan.
- Apply strategic thinking to survey methods, customer analysis and data design.
- Design integrated plans that combine digital and traditional techniques aligned with the business.
- Integrate marketing communications with building brand value from the customer's perspective.
- Evaluate advertising media and their real effectiveness, not their stated reach.
- Manage sales promotions, marketing-oriented public relations and sponsorships.
- Respond to external pressures on the organization's marketing communications.
- Evaluate and communicate the impact of e-marketing on business transactions.
Your value path
A specialization, not a step
This graduate program goes deeper into marketing. If your goal is to reach the MBA by accumulating credits, the right path is the Graduate Program in Management and Leadership.
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Let's talk about your admission
An academic advisor reviews your profile, walks you through the three-module schedule, and explains financing options. We contact you within 24 hours.
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An academic advisor will contact you within 24 hours.