Why study at TECH?

Specialize in an essential business sector, with the help of a team of professionals with extensive experience, who will teach you the keys to market research" 

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 achieving entrepreneurial success"

At TECH Technological University

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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. 
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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...  

of TECH students successfully complete their studies
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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.
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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 
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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. 
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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.  
master finanzas
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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. 

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

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

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Academic Excellence

TECH offers students the best online learning methodology. The university combines the Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.   

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Economy of Scale

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 Harvard Business School case studies"  

Structure and content

TheMBA in Market Research Management is a tailor-made program that is taught in a 100% online format so that you can choose the time and place that best suits your availability, schedule and interests. A program that takes place over 2 years and is intended to be a unique and stimulating experience that lays the foundation for your success as a manager and entrepreneur. 

A curriculum specifically designed to enhance your training and help you achieve professional success"  


This MBA in Market Research Management from TECH Technological University is an intensive program that prepares you to face challenges and business decisions both nationally and internationally. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, achieving high quality learning that will be fundamental for your professional development. It is, therefore, an authentic immersion in real business situations.  

This MBA in Market Research Management deals in depth with the main areas of the company, and is designed for managers to understand marketing research management from a strategic, international and innovative perspective.

A plan designed for you, focused on professional improvement and that prepares you to achieve excellence in the field of leadership and business management. A program that understands both your and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently.  

This program is developed over 2 years and is divided into 18 modules: 

Módulo 1. Leadership, Ethics, and CSR 
Módulo 2.
Strategic Direction and Executive Management
Módulo 3.
People and Talent Management 
Módulo 4.
Economic and Financial Management
Módulo 5.
Operations and Logistics Management
Módulo 6.
Information Systems Management
Módulo 7.
Commercial Management, Marketing, and Corporate Communication
Módulo 8.
Innovation and Project Management
Módulo 9.
Management and Strategy of Companies and Organizations
Módulo 10.
Principles of Strategic Marketing
Módulo 11.
Marketing Processes and Variables
Módulo 12.
Market and Customer Managem ent
Módulo 13.
 Introduction to Market Research
Módulo 14.
Qualitative Research Techniques 
Módulo 15.
Quantitative Research Techniques
Módulo 16.
Market Research Production
Módulo 17.
Internet Analytics and Metrics
Módulo 18.
Analysis of Results and Market Research Applications

master online mba en dirección de investigación de mercados

Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. During the 2 years of training, 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. Leadership, Ethics, and CSR

1.1. Globalization and Governance 

1.1.1. Globalization and Trends: Internationalization of Markets
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership

1.2.1. Intercultural Environment 
1.2.2. Leadership and Business Management
1.2.2. Management Roles and Responsibilities

1.3. Business ethics

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact  
1.4.3. The 2030 Agenda and the SDGs

1.5. Corporate Social Responsibility

1.5.1. Corporate Social Responsibility 
1.5.2. Roles and Responsibilities 
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organisational analysis
2.1.3. Designing the Organizational Structu

2.2. Corporate Strategy

2.2.1. Corporate Level Strategy
2.2.2. Types of Corporate Level Strategies
2.2.3. Determining the Corporate Strategy 
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking 
2.3.2. Strategic Planning and Formulation 
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value, and Return on Investments 
2.4.2. Methodologies Corporate Strategy 
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision, and Values 
2.5.2. The Balanced Scorecard 
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy 
2.5.4. Strategic Management and Reporting 

2.6. Implementing and Executing Strategy

2.6.1. Implementation strategy: Objectives, Actions and Impacts 
2.6.2. Strategic Alignment and Supervision 
2.6.3. Continuous Improvement Approach 

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies 
2.7.2. Management Policy and Processes 
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems

2.8.1. Problem Solving Methodology 
2.8.2. Case Method
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Theory 
3.1.2. Key Factors for Change in Organizations 
3.1.3. Corporate Strategies, Types, and Knowledge Management 

3.2. Strategic People Management

3.2.1. Job Design, Recruitment, and Selection 
3.2.2. Human Resources Strategic Plan: Design and Implementation 
3.2.3. Job Analysis, Design and Selection of People 
3.2.4. Training and Professional Development

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Competencies and Skills 
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities 
3.3.4. Leadership and People Management 

3.4. Change Management

3.4.1. Performance Analysis 
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management  

3.5.1. Negotiation Objectives Differentiating Elements
3.5.2. Effective Negotiation Techniques 
3.5.3. Conflicts: Factors and Types 
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis 
3.6.2. Leading Change. Resistance to Change 
3.6.3. Managing Change Processes 
3.6.4. Managing Multicultural Teams 

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment 
3.7.2. Team and People Management 
3.7.3. Coaching and People Performance 
3.7.4. Management Meetings: Planning and Time Management 

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2. Executive Accounting

4.2.1. International Accounting Framework 
4.2.2. Introduction to the Accounting Cycle 
4.2.3. Company Financial Statements 
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting  

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility 
4.4.2. Tax Procedure: A Case-Country Approach 

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management 

       4.6.1. Introduction to Financial Management  
       4.6.2. Financial Management and Corporate Strategy    
       4.6.3. Chief Financial Officer (CFO): Managerial Skills 

4.7. Financial Planning

       4.7.1. Business Models and Financing Needs 
       4.7.2. Financial Analysis Tools 
       4.7.3. Short-Term Financial Planning
       4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy

       4.8.1. Corporate Financial Investments 
       4.8.2. Strategic Growth: Types

4.9.  Macroeconomic Context

       4.9.1. Macroeconomic Analysis  
       4.9.2. Economic Indicators  
       4.9.3. Economic Cycle  

4.10. Strategic Financing

       4.10.1. Banking Business: Current Environment  
       4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

       4.11.1. Fixed Income Market  
       4.11.2. Equity Market  
       4.11.3. Valuation of Companies  

4.12. Analyzing and Solving Cases/Problems

       4.12.1. Problem Solving Methodology 
       4.12.2. Case Method

Module 5. Operations and Logistics Management  

5.1. Operations Management

       5.1.1. Define the Operations Strategy 
       5.1.2. Supply Chain Planning and Control 
       5.1.3. Indicator Systems 

5.2. Purchasing Management 

       5.2.1. Stock Management 
       5.2.2. Warehouse Management 
       5.2.3. Purchasing and Procurement Management 

5.3. Supply Chain Management I

       5.3.1. Costs and Efficiency of the Operations Chain 
       5.3.2. Change in Demand Patterns 
       5.3.3. Change in Operations Strategy 

5.4. Supply Chain Management II. Implementation

       5.4.1. Lean Manufacturing/Lean Thinking 
       5.4.2. Logistics Management 
       5.4.3. Purchasing

5.5. Logistical Processes

       5.5.1. Organization and Management by Processes
       5.5.2. Procurement, Production, Distribution 
       5.5.3. Quality, Quality Costs, and Tools 
       5.5.4. After-Sales Service

5.6. Logistics and Customers 

       5.6.1. Demand Analysis and Forecasting 
       5.6.2. Sales Forecasting and Planning 
       5.6.3. Collaborative Planning, Forecasting, and Replacement 

5.7. International Logistics

       5.7.1. Customs, Export and Import processes 
       5.7.2. Methods and Means of International Payment 
       5.7.3. International Logistics Platforms 

5.8. Competing through Operations 

       5.8.1. Innovation in Operations as a Competitive Advantage in the Company
       5.8.2. Emerging Technologies and Sciences
       5.8.3. Information Systems in Operations

Module 6. Information Systems Management

6.1. Information Systems Management

       6.1.1. Business Information Systems
       6.1.2. Strategic Decisions
       6.1.3. The Role of the CIO 

6.2. Information Technology and Business Strategy 

       6.2.1. Company and Industry Sector Analysis
       6.2.2. Online Business Models 
       6.2.3. The Value of IT in a Company 

6.3. IS Strategic Planning  

       6.3.1. The Process of Strategic Planning
       6.3.2. Formulating the IS Strategy
       6.3.3. Strategy Implementation Plan 

6.4. Information Systems and Business Intelligence

       6.4.1. CRM and Business Intelligence 
       6.4.2. Business Intelligence Project Management 
       6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models

       5.5.1. Technology-Based Business Models
       5.5.2. Innovation Abilities 
       5.5.3. Redesigning the Value Chain Processes 

6.6. E-Commerce

       6.6.1. ECommerce Strategic Plan
       6.6.2. Logistics Management and Customer Service in eCommerce
       6.6.3. E-Commerce as an Opportunity for Internationalization 

6.7. E-Business Strategies

       6.7.1. Social Media Strategies 
       6.7.2. Optimizing Service Channels and Customer Support 
       6.7.3. Digital Regulation 

6.8. Digital Business 

       6.8.1. Mobile e-Commerce 
       6.8.2. Design and Usability 
       6.8.3. E-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication  

7.1. Commercial Management 

       7.1.1. Sales Management
       7.1.2. Commercial Strategy
       7.1.3. Sales and Negotiation Techniques
       7.1.4. Management of Sales Teams

7.2. Marketing

       7.2.1. Marketing and the Impact on the Company
       7.2.2. Basic Marketing Variables
       7.2.3. Marketing Plan

7.3. Strategic Marketing Management

       7.3.1. Sources of Innovation 
       7.3.2. Current Trends in Marketing
       7.3.3. Marketing Tools
       7.3.4. Marketing Strategy and Communication with Customers

7. 4. Digital Marketing Strategy 

       7.4.1. Approach to Digital Marketing
       7.4.2. Digital Marketing Tools 
       7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

       7.5.1. Positioning and Promotion
       7.5.2. Public Relations
       7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

       7.6.1. Internal and External Communication
       7.6.2. Communications Departments
       7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

       7.7.1. Corporate Communication Strategy 
       7.7.2. Communication Plan
       7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

       8.1.1. Conceptual Framework for Innovation
       8.1.2. Innovation Typologies
       8.1.3. Continuous and Discontinuous Innovation
       8.1.4. Training and Innovation

8.2. Innovation Strategy

       8.2.1. Innovation and Corporate Strategy
       8.2.2. Global Innovation Project: Design and Management
       8.2.3. Innovation Workshops

8.3. Business Model Design and Validation

       8.3.1. The Lean Start-up Methodology
       8.3.2. Innovative Business Initiative: Stages
       8.3.3. Financing Modalities
       8.3.4. Model Tools: Empathy Map, Canvas Model, and Metrics
       8.3.5. Growth and Customer Loyalty

8.4. Project Management

       8.4.1. Innovation Opportunities
       8.4.2. Feasibility Study and Proposal Specification
       8.4.3. Project Definition and Design
       8.4.4. Project Implementation
       8.4.5. Project Closure

Module 9. Management and Strategy of Companies and Organizations

9.1. General Management 
9.2. Organisational Design 
9.3. Planning and Strategy  
9.4. Strategic Management
9.5. Corporate Strategy 
9.6. Digital Strategy 
9.7. Corporate Strategy and Technology Strategy 
9.8. Competitive Strategy
9.9. Investment Valuation 
9.10. Social Business 

Module 10. Principles of Strategic Marketing

10.1. Fundamentals of Marketing
10.2. Marketing Strategy Dimensions
10.3. The Function of Strategic Marketing
10.4. Marketing Digital
10.5. Inbound Marketing
10.6. Marketing: From the Idea to the Market
10.7. Consumer Psychology and Behavior
10.8. Market Segmentation
10.9. Competitive Positioning 
10.10. Marketing Social

Module 11. Marketing Processes and Variables

11.1. Developing the Marketing Plan
11.2. Marketing Mix
11.3. Product Management
11.4. Pricing Principles
11.5. Distribution Channel Management
11.6. Advertising Communication
11.7. E-commerce
11.8. Marketing Information System
11.9. Marketing Intelligence
11.10. Branding

Module 12. Market and Customer Management

12.1. Marketing Management
12.2. Relationship Marketing
12.3. Data Base Marketing
12.4. Types of Buying Behaviour
12.5. Consumer Centric Marketing
12.6. The Loyalty Process
12.7. Knowing the Market and Consumer
12.8. Social Web
12.9. Social Media Platforms

Module 13. Introduction to Market Research

13.1. Market Research Fundamentals
13.2. Applications of Market Research 
13.3. Market Research Methods 
13.4. Types of Information
13.5. Organisation of Market Research
13.6. Research Project Management
13.7. Cabinet Studies
13.8. Field Work
13.9. Online Market Research
13.10. The Market Research Proposal

Module 14. Qualitative Research Techniques

14.1. Introduction to Qualitative Research
14.2. Group Dynamics
14.3. The In-Depth Interview
14.4. Projective Techniques
14.5. Creativity Techniques
14.6. Observation as a Qualitative Technique
14.7. Neuromarketing: Brain Responses
14.8. Pseudo-purchase
14.9. Digital Qualitative Research
14.10. Application of Qualitative Research

Module 15. Quantitative Research Techniques

15.1. Introduction to Quantitative Research
15.2. The Personal Survey
15.3. The Telephone Survey
15.4. The Self-Administered Survey
15.5. The Bus
15.6. Board 
15.7. Tracking
15.8. Observation as a Quantitative Technique
15.9. Experimentation
15.10. Application of Quantitative Research

Module 16. Market Research Production

16.1. The Quantitative Questionnaire
16.2. Formulation of Questions
16.3. Scales of Measurement
16.4. Internet Questionnaire Design
16.5. Scripts and Qualitative Interviews 
16.6. Sampling
16.7. Probability Sampling
16.8. Non-probability Sampling
16.9. Sample Size
16.10. Fieldwork Process

Module 17. Internet Analytics and Metrics

17.1. Information Systems for Decision-Making
17.2. Web Analysis
17.3. Google Analytics
17.4. Qualitative Analyses
17.5. Digital Metrics
17.6. Strategy Analysis Areas
17.7. Data Science and Big Data
17.8. Web Analytics Tools
17.9. Viewing Data
17.10. Mobile Analytics

Module 18. Analysis of Results and Market Research Applications

18.1. Information Analysis Plan
18.2. Descriptive Analysis of Information
18.3. Bivariate Analysis
18.4. Multivariate Dependency Analysis
18.5. Multivariate Analysis of Interdependence
18.6. Market Research Findings
18.7. Creating a Report
18.8. International Market Research
18.9. Feasibility Studies
18.10. Voting Intention Studies

A unique, key, and decisive experience to boost your professional development and make the definitive leap”