Marketing

This TECH Postgraduate diploma will enable you to work in all areas that require marketing with the solvency of a high-level professional, thanks to an up-to-date and quality content" 

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The syllabus of this Postgraduate diploma comprises a structured program based on the fundamentals of Marketing , with an interest in business strategy. In this way, through a complete journey through 3 modules with quality and up-to-date content prepared by experts, the professionals will achieve the proposed objectives, obtaining professional and personal growth that will allow them to carry out the indicated functions, identifying the specific Marketing methods and techniques for decision-making in the area of advertising and public relations, such as positioning, segmentation, analysis procedures and measurement of effectiveness, among others. 

You will gain in-depth knowledge of specific Marketing methods and techniques for strategic decision-making in the area of advertising and public relations, boosting the positioning of important brands" 

Syllabus

The Postgraduate diploma in Marketing of TECH Global University prepares its students for the new realities of corporate communication of the present decade, instructing them in the most advanced knowledge of Marketing . 

The content of the Postgraduate diploma is designed to promote the development of managerial skills that allow the student to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the field of advertising or strategic communication. 

In this way, the Postgraduate diploma will delve into economics based on the fundamentals of Marketing , with a special focus on strategic Marketing , which aims to achieve results. A curriculum designed to specialize business professionals and orient them towards this sector from a strategic, international and innovative perspective. 

During the 450 hours of specialization, the student learns to apply the knowledge acquired in real contexts, with authentic examples of communicative situations in which the Marketing techniques studied have been successfully applied. This is a great advantage for the students as they will be able to start applying the skills acquired in the degree program as they go along, even before completing it. 

This Postgraduate diploma takes place over 6 months and is divided into 3 modules: 

Module 1. Introduction to Economics
Module 2. Fundamentals of Marketing
Module 3. Strategic Marketing

Where, When and How is it Taught?

TECH offers you the possibility to study this Postgraduate diploma in Marketing completely online. Throughout the 6 months of this program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Introduction to Economics

1.1. Introduction to Supply, Demand, Equilibrium and Market Changes 

1.1.1. Economics: Principles and Definitions 
1.1.2. Opportunity Cost 
1.1.3. The Break-Even Point

1.2. Demand, Supply and Market Preferences 

1.2.1. Markets and Market Types 
1.2.2. Market Demand 
1.2.3. Market Supply 
1.2.4. Equilibrium and Statics 

1.3. The Budget Constraint and the Consumer's Equilibrium 

1.3.1. Budget Constraints and Travel  
1.3.2. Optimal Choice 
1.3.3. Optimal Choice 

1.4. Consumer and Producer Surplus. The Efficiency of Competitive Equilibrium

1.4.1. Consumer and Producer Surplus 
1.4.2. The Efficiency of Competitive Equilibrium 

1.5. Price Ceilings and Floors, the Effect of an Indirect Tax 

1.5.1. Price Ceilings and Floors 
1.5.2. Effect of an Indirect Tax 

1.6. Price Elasticity of Demand and Elasticity Determinant Factors 

1.6.1. Price Elasticity of Demand 
1.6.2. Summary of Elasticity Types 

1.7. Elasticity of Cross-Demand and its Analytical Calculation 

1.7.1. Cross Elasticity 
1.7.2. Analytical Calculation 

1.8. The Production Function and Yields 

1.8.1. Production Function 
1.8.2. Law of Diminishing Returns 

1.9. Short-Term and Long-Term Costs 

1.9.1. Cost Functions 
1.9.2. Short-Term Costs 
1.9.3. Long-Term Costs 

1.10. Basic Economic Data 

1.10.1. Economic Activity 
1.10.2. Price Indexes and Market Indicators 
1.10.3. Circular Income Flow

1.11. Monetary Policies 

1.11.1. Money and its Circulation 
1.11.2. Equilibrium in the Money Market and Monetary Policy 

1.12. Structures and Market Types 

1.12.1. Market Structures 

1.13. Non-Competitive Markets 

1.13.1. Monopolistic Market Competition 
1.13.2. Oligopoly Market Competition 

1.14. Aggregate Demand and Supply Model 

1.14.1. Aggregate Demand 
1.14.2. The Keynesian Multiplier 
1.14.3. Aggregate Supply 

1.15. International Economic Relations 

1.15.1. International Trade 
1.15.2. Balance of Payments and Exchange Rate Theories 

Module 2. Fundamentals of Marketing

2.1. Introduction to Marketing 

2.1.1. Concept  
2.1.2. Basic Marketing Variables  
2.1.3. The Marketing and the Company  
2.1.4. Marketing Mix  
2.1.5. Future of Marketing  
2.1.6. Strategic Marketing 

2.2. Market Research  

2.2.1. Concept  
2.2.2. Marketing Information Systems  
2.2.3. Market Research Process 
2.2.4. Main Data Collection Techniques 

2.3. Product and Price

2.3.1. The product 
2.3.2. The price  

2.4. Distribution. Market and Customers 

2.4.1. The Market  
2.4.2. The Customer 
2.4.3. Distribution Channels 

2.5. Integral Communication  

2.5.1. Elements of Commercial Communication 
2.5.2. Sales Techniques 

2.6. Commercial Department  

2.6.1. The Salesman's Manual 
2.6.2. Organization of the Sales Department 

2.7. Communication within Marketing  

2.7.1. Advertising 
2.7.2. Corporate Communication 
2.7.3. Promotion  
2.7.4. Merchandising and Advertising at the Point of Sale 

2.8. Direct Marketing

2.8.1. Concept
2.8.2. Objectives
2.8.3. Advantages and Disadvantages
2.8.4. Direct Marketing Tools
2.8.5. Functions and Means of Direct Marketing

2.9. Marketing and Audit Plan  

2.9.1. Marketing Plan 
2.9.2. Marketing Audit 

2.10. Internet Marketing and New Technologies  

2.10.1. Internet  
2.10.2. Key Concepts on the Internet 
2.10.3. Operative Marketing on the Web 
2.10.4. Search Engine Positioning  
2.10.5. Networking
2.10.6. Social Networks  
2.10.7. e-Commerce 

Module 3. Strategic Marketing

3.1. Strategic Management and Marketing  

3.1.1. Marketing in the Context of Strategic Management: Orientation Towards the Market 
3.1.2. Strategic Management and Marketing of the Company
3.1.3. Marketing Information Systems

3.2. External Analysis: Markets, Competition and Environment in General  

3.2.1. Market and Customer Analysis
3.2.2. Competitive Analysis
3.2.3. Analysis of Other Variable of the Environment: Social Demands 
3.2.4. Strategic Uncertainty  

3.3. Internal Analysis  

3.3.1. Financial Indicators and Performance Indicators 
3.3.2. Business Matrices and Decision Support Systems
3.3.3. Formulation of Goals and Objectives 

3.4. Marketing Strategies (I): The Company  

3.4.1. Environment Management and Socially Oriented Marketing
3.4.2. Divestment Strategies 
3.4.3. Growth Strategies 

3.5. Marketing Strategies (II): the Product-Market  

3.5.1. Market Coverage Strategies and Determination of Target Audience
3.5.2. Competitive Strategy 
3.5.3. Strategic Partnerships

3.6. Marketing Strategies (III): ThProduct  

3.6.1. New Product Strategy: Process of Diffusion and Adoption  
3.6.2. Differentiation and Positioning Strategy  
3.6.3. Product Life Cycle Strategies

3.7. Offer Strategies  

3.7.1. Introduction  
3.7.2. Brand Strategies  
3.7.3. Product Strategies  
3.7.4. Pricing Strategies  
3.7.5. Service Strategies  

3.8. Go-to-Market Strategies

3.8.1. Distribution Strategies  
3.8.2. Communication Strategies  
3.8.3. Sales Force, Internet and Direct Marketing Strategies 

3.9. Organization of Marketing Activities and Relations 

3.9.1. Organization of Marketing Activities  
3.9.2. Concept of Marketing Relations
3.9.3. Marketing Connections  

3.10. Marketing Strategy Implementation and Control  

3.10.1. Introduction  
3.10.2. Marketing Plan
3.10.3. Execution of the Marketing Plan
3.10.4. Internal Marketing
3.10.5. Evaluation and Control

You will develop skills in information search and market research and the ability to understand the surrounding economic environment.