Master of

Business Administration and Marketing

The Master’s program of Administration and Marketing develops in particular in the areas of general administration and marketing, placing special emphasis on marketing and the necessary components to develop a market strategy such as product development, pricing, market analysis, advertising., promotion, sales force management and brand management.

42 Credit

Hours

Language

Spanish

Method

Online

Start Classes

6 January 2025

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Program Objective

The Master’s of Business & Marketing program prepares students for successful careers in an increasingly competitive, dynamic, global, and technology-oriented environment. The program develops the tools and skills that students will need to capitalize on specific markets through better identification and analysis of consumer needs, wants, and interests.

The program teaches how to master the methods, procedures, and techniques used in planning and managing marketing decisions. A focus on marketing analytics trains marketing professionals to apply quantitative methods to aid decision making and present findings and recommendations to the ultimate decision makers while considering legal and ethical implications. Graduates are ready to launch careers as marketing managers, account executives, digital media specialists, brand managers, marketing analysts, and social media directors.

Program Description

All courses are taught utilizing the case method which immerses the students in actual situations faced by real enterprises and requires students to derive, present, and defend solutions among alternatives presented by fellow students. This method involves active student participation and stimulates the development of critical thinking. All courses are taught 100% in Spanish.

The Master’s of Business & Marketing program focuses on key strategic areas essential in today’s business environment such as digital marketing, brand development, marketing analytics, market strategy, product development, pricing, advertising, promotion, and sales force management. In addition, the program develops skills in other management areas such as accounting, finance, operations, and human resources among others.

PROGRAM OUTCOMES:

1. Applies knowledge of accounting principles, finance, operations, and information technologies to develop business administration and management concepts.

2. Applies strategic management concepts in the areas of marketing, business administration, and human resources

3. Employs critical thinking to analyze local, regional and global markets as a basis for developing and implementing marketing strategies that contribute to increasing the efficiency of sales processes and profitability of an enterprise.

4. Presents different strategies related to a company’s marketing mix in order to optimize promotion and increase brand recognition considering digital and traditional channels of distribution.

5. Designs marketing strategies to promote the corporate image of a company, facilitating new institutional public relations and strengthening existing relations.

6. Establishes knowledge about planning and coordinating communication and advertising campaigns through a variety of distribution channels accounting for a globalized and changing market.

Requirements

Numero Course Number	Course Title	Credit Hours
	Basic Core Courses	27
MAN 5100	Management of Modern Organizations	3
MAN 5300	Managerial Accounting	3
MAN 5400	Management Information Systems	3
FIN 5100	Financial Management	3
MKT 5100	Strategic Marketing	3
HRM 5100	Human Resources Management	3
OPM 5100	Operations Management	3
MAN 5500	Strategic Management	3
MAN 5900	Project Development & Analysis	3

Curriculum

Course Number	Course Title	Credit Hours
	Business & Marketing Courses	15
MKT 5200	Logistics & Distribution Operations	3
MKT 5600	Product & Pricing Strategy	3
MKT 5700	Advertising & Promotion	3
MKT 5300	Sales Organization Management	3
MKT 5400	Brand Management	3

Course Description

In addition to the Basic Core courses (27 credit hours) detailed above, the following courses are specific to the Master’s in Business & Marketing and must be completed to obtain the degree.

UTH Florida University offers courses ONLY in Spanish. COMPLETING A COURSE OR PROGRAM IN A LANGUAGE OTHER THAN ENGLISH MAY REDUCE EMPLOYABILITY WHERE ENGLISH IS REQUIRED

Course Number	Course Title	Credit Hours
MKT 520	Logistics & Distribution Operations	3 Credits
Logistics Management is a key factor in the strategic positioning of a company. A well-managed supply chain allows offering customers a completely personalized service, focused on their specific needs, while maintaining a competitive cost. The subject of logistics and supply chains requires talking about organizations and global markets without losing sight of individual market characteristics. The Logistics and Distribution Operations class employs real-life situations and cases to provide all master´s candidates the knowledge and abilities required to manage a competitive distribution environment. Prerequisite: MKT 510
MKT 560	Product & Pricing Strategy	3 Credits
This course examines the cost component for each product as a critical variable for strategic decision-making. Its interrelation with other variables, such as price, distribution, and communication, sets up the stage for Product and Pricing Strategy. This class allows the students to deepen his/her knowledge of two of the variables in the marketing mix. It will allow students to understand the different management, development, and price-setting strategies for products. Prerequisite: MKT 510
MKT 570	Advertising & Promotion	3 Credits
The Advertising & Promotion course provides the conceptual framework and corresponding practices by utilizing these concepts in real cases, thus allowing the student to plan, create, and develop advertising and sales campaigns. The student learns to recognize, employing critical analysis, the appropriate use of different methods for advertising and sales campaigns, structuring their development. Prerequisite: MKT 520
MKT 530	Sales Organization Management	3 Credits
This course imparts an orderly view of the sales process and the decisions relevant to the sales network organization: recruitment, training, motivation, and control. This class imparts the necessary knowledge to plan, create, and develop sales programs and to implement the student’s organizational strategy. Prerequisite: MKT 520
MKT 540	Brand Management	3 Credits
Brand Management teaches students to think in terms of the brand and create strategies to reach the consumer’s heart. Branding influences customer purchases because brands are the sum of the rational and emotional benefits of the product´s or service’s attributes. Good brand management is a critical factor for the success of a company. Brand development is a complex and delicate process that requires analysis and comprehension of a series of variables that influence its public perception. The case method is employed to expose the student to real situations and the demands of decision making. Prerequisite: MKT 520