You will master the most innovative market techniques and strategies in just 12 months, thanks to this Hybrid Master's Degree that only TECH can offer you” 

An exhaustive knowledge of the market, as well as of the public to which a company is going to direct its product or service, is fundamental for any business strategy that seeks maximum profitability based on the optimization of processes such as data collection, conducting interviews, researching the spatial-temporal context in which the action is going to be carried out, etc. All this will favor the launching of personalized campaigns adapted to the client's needs, guaranteeing the achievement of financial objectives and increasing profits.  

However, many companies do not have a managerial profile to lead these tasks and, being aware of their importance, they are trying to incorporate highly qualified professionals to their staff who can perform as such. With the aim of allowing graduates to apply for these jobs, TECH has developed this Hybrid Master's Degree in Market Research and Techniques Management. 

It is a multidisciplinary program distributed over a whole year and includes not only 1500 hours of the best theoretical and additional material in 100% online format, but also 120 hours of internship in a prestigious international company. Thanks to the course of this program, the graduate will be able to acquire specialized knowledge on Management and competitive business strategies based on the trends of the sector in which the activity will be developed. In addition, they will learn in detail the most innovative and effective qualitative and quantitative techniques that are being used by large entities to position themselves as leaders in their industry.  

Therefore, this program is the best option that the specialist will find to adapt their profile to the current labor demand, being able to implement to their resume a diploma endorsed by the prestige and reputation of a great academic center such as TECH.  

You will become an expert in strategic management and organizational design through the exhaustive study of the most cutting-edge plans and strategies in the Marketing sector” 

This ##ESTUDIO## in Market Research and Techniques Management contains the most complete and up-to-date program on the market. Its most outstanding features are:

• Development of more than 100 cases presented by marketing professionals who are experts in the management of projects related to market research 
• The graphic, schematic and practical contents with which they are conceived, gather information on those disciplines that are essential for professional practice 
• Preparation of structured reports in accordance with current regulations and based on the most effective market research applications 
• Exhaustive assessment of action plans in probability and non-probability sampling 
• All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments. 
• Content that is accessible from any fixed or portable device with an Internet connection 
• Furthermore, they will be able to carry out an internship in a leading company in the sector 

An unparalleled opportunity to enhance your leadership skills through in-depth knowledge of competitive positioning of the company” 

This Master's program, which has a professionalizing nature and a blended learning modality, is aimed at updating the Marketing professionals who perform their functions in any business area, and who require a high level of qualification. The contents are based on the latest evidence in the sector, and are oriented in a educational way to integrate theoretical knowledge into strategic practice, and the theoretical-practical elements will facilitate the updating of knowledge and will allow decision-making in the management and direction of projects. 

Thanks to its multimedia content, developed with the latest educational technology, specialist will benefit from situated and contextual learning, namely, a simulated environment that will provide immersive learning programmed to learn in real situations. This program is designed around Problem-Based Learning, whereby the physician must try to solve the different professional practice situations that arise during the course. For this purpose, the student will be assisted by an innovative interactive video system created by renowne

A program designed by experts in Marketing and adapted to the most avant-garde pedagogical methodology, so that you don't have to invest extra hours in memorizing"

Guaranteed 150 hours of internship in a large company is one of TECH's ways of demonstrating its commitment to the professional growth of its graduates"

TECH's growing success lies in the creation of programs that are specifically adapted to the academic needs of each graduate. This is possible thanks to the development of specialized programs based on the immediate current situation of the sector in which their activity is developed, in this case Marketing. Thanks to this and to the use of the most avant-garde and effective pedagogical methodology, it is possible to offer highly beneficial education for their professional development, without fixed schedules or on-site classes.  

In each unit you will find detailed videos, research articles and additional readings to delve deeper into the concepts you consider most important" 

Module 1. Management and Strategy of Companies and Organizations 

1.1. General Management  

1.1.1. The Concept of General Management  
1.1.2. The General Manager's Action   
1.1.3. The General Manager and its Functions  
1.1.4. Transforming the Work of Management 

1.2. Organisational Design  

1.2.1. Organizational Design Concept  
1.2.2. Organizational structure  
1.2.3. Types of Organizational Designs   

1.3. Planning and Strategy   

1.3.1. The Plan in a Strategy  
1.3.2. Strategic Positioning   
1.3.3. Strategy in Companies   
1.3.4. Educational  

1.4. Strategic Management  

1.4.1. The Concept of Strategy   
1.4.2. The Process of Strategic Management  
1.4.3. Approaches in Strategic Management  

1.5. Corporate Strategy  

1.5.1. The Concept of Corporate Strategy 
1.5.2. Types of Corporate Strategies 
1.5.3. Corporate Strategy Definition Tools  

1.6. Digital Strategy  

1.6.1. Technology Strategy and its Impact on Digital Innovation  
1.6.2. Strategic Planning of Information Technologies  
1.6.3. Strategy and The Internet   

1.7. Corporate Strategy and Technology Strategy  

1.7.1. Creating Value for Customers and Shareholders 
1.7.2. Strategic IS/IT Decisions 
1.7.3. Corporate Strategy vs. Technology and Digital Strategy  

1.8. Competitive Strategy  

1.8.1. The Concept of Competitive Strategy   
1.8.2. Competitive Advantage  
1.8.3. Choosing a Competitive Strategy    
1.8.4. Strategies based on the Strategic Clock Model  
1.8.5. Types of Strategies according to the Industrial Sector Life Cycle  

1.9. Investment Valuation  

1.9.1. Assessment of Investments  
1.9.2. Inversions Selection Methods  
1.9.3. Additional Tools for Investment Project Appraisal  

1.10. Social Business  

1.10.1. Web 2.0 Strategic Vision and its Challenges 
1.10.2. Convergence Opportunities and ICT Trends 
1.10.3. How to Monetize Web 2.0 and Social Media?
1.10.4. Mobility and Digital Business 

Module 2. Principles of Strategic Marketing 

2.1. Fundamentals of Marketing 

2.1.1. The Concept of Marketing   
2.1.2. The Basic Elements of Marketing   
2.1.3. Marketing Activities in Companies  

2.2. Marketing Strategy Dimensions 

2.2.1. Marketing Strategies       
2.2.2. Types of Marketing Strategies  

2.3. The Function of Strategic Marketing 

2.3.1. The Concept of Marketing Strategic      
2.3.2. Concept of Strategic Marketing Planning  
2.3.3. Stages of the Strategic Marketing Planning Process  

2.4. Marketing Digital 

2.4.1. Digital Marketing Concept  
2.4.2. Digital Marketing Strategies  

2.5. Inbound Marketing

2.5.1. Effective Inbound Marketing  
2.5.2. The Benefits of Inbound Marketing  
2.5.3. Measuring the Success of Inbound Marketing  

2.6. Marketing: From the Idea to the Market 

2.6.1. The Marketing Process  
2.6.2. Ideas as Business Opportunities  
2.6.3. Marketing, a Market Drive  

2.7. Consumer Psychology and Behavior  

2.7.1. The Study of Consumer Behavior   
2.7.2. Internal and External Factors Influencing the Consumer  
2.7.3. Consumer Decision Process   
2.7.4. Consumerism, Marketing, Ethics and Society  

2.8. Market Segmentation 

2.8.1. Market Segmentation Concept   
2.8.2. Utilidad y requisitos de la segmentación   
2.8.3. Consumer Market Segmentation   
2.8.4. Industrial Market Segmentation   
2.8.5. Estrategias de segmentación   
2.8.6. Segmentation Based on Marketing - Mix Criteria   
2.8.7. Market Segmentation Methodology   

2.9. Competitive Positioning 

2.9.1. Positioning Concept on the Market  
2.9.2. The Positioning Process  

2.10. Marketing Social 

2.10.1. Marketing Social  
2.10.2. Socially Responsible Marketing  
2.10.3. Social Cause Marketing

Module 3. Marketing Processes and Variables 

3.1. Developing the Marketing Plan  

3.1.1. Marketing Plan Concept  
3.1.2. Situation Analysis and Diagnosis  
3.1.3. Strategic Marketing Decisions  
3.1.4. Operational Marketing Decisions 

3.2. Marketing Mix  

3.2.1. Marketing - Mix Concept  
3.2.2. Product Strategies  
3.2.3. Pricing Strategies  
3.2.4. Distribution Strategies  
3.2.5. Communication Strategies   

3.3. Product Management  

3.3.1. Product Classifications  
3.3.2. Differentiation  
3.3.3. Design  
3.3.4. Luxury  
3.3.5. Environmental Issues 

3.4. Pricing Principles  

3.4.1. Introduction to Pricing  
3.4.2. Stages in Pricing 

3.5. Distribution Channel Management  

3.5.1. Concept and Functions of Commercial Distribution   
3.5.2. Design and Management of Distribution Channels  

3.6. Advertising Communication  

3.6.1. Integrated Marketing Communication  
3.6.2. Advertising Communication Plan  
3.6.3. Merchandising as a Communication Technique  

3.7. E-commerce

3.7.1. Introduction to E-Commerce  
3.7.2. Differences between Traditional Commerce and E-Commerce  
3.7.3. Technological e-Commerce Platforms  

3.8. Marketing Information System  

3.8.1. The Concept of a Marketing Information System (MIS)  
3.8.2. Features of an MIS   
3.8.3. The Information in the MIS   
3.8.4. Structure of an MIS   

3.9. Marketing Intelligence  

3.9.1. The Concept of Marketing Intelligence   
3.9.2. Areas of Marketing Intelligence  
3.9.3. Surveillance in Marketing Intelligence 
3.9.4. Panels as Sources of Information for Marketing Intelligence  

3.10. Branding

3.10.1. The Brand and Their Functions
3.10.2. Branding
3.10.3. Brand Architecture

Module 4. Market and Customer Management 

4.1. Marketing Management  

4.1.1. The Concept of Marketing Management      
4.1.2. New Trends in Marketing  
4.1.3. A New Marketplace: Consumer and Business Capabilities  
4.1.4. Holistic MK Orientation  
4.1.5. Update on the 4 Ps of Marketing  
4.1.6. Marketing Management Tasks  

4.2. Relationship Marketing  

4.2.1. Concept of Marketing Relations   
4.2.2. The Customer as an Asset of the Company  
4.2.3. CRM as a Relationship Marketing Tool   

4.3. Data Base Marketing  

4.3.1. Data Base Marketing Applications  
4.3.2. Laws and Regulations   
4.3.3. Information Sources  

4.4. Types of Buying Behavior   

4.4.1. The Buying Decision Process  
4.4.2. The Stages in the Buying Process  
4.4.3. Types of Buying Behavior   
4.4.4. Features of the Types of Buying Behavior   

4.5. Consumer Centric Marketing  

4.5.1. Introduction to Consumer Centric Marketing  
4.5.2. Client Segmentation  
4.5.3. Marketing Strategies for the Best Customers  

4.6. Logistics and Customers  

4.6.1. Demand Analysis
4.6.2. Demand and Sales Forecast
4.6.3. Sales and Operations Planning

4.7. The Loyalty Process   

4.7.1. In-depth Knowledge of the Client    
4.7.2. Loyalty Process  
4.7.3. The Value of the Customer  

4.8. Knowing the Market and the Consumer   

4.8.1. Open Innovation  
4.8.2. Competitive Intelligence
4.8.3. Competitive Economy  

4.9. Social Web  

4.9.1. Organization in the Age of Conversation 
4.9.2. Web 2.0 is all about People 
4.9.3. Digital Environment and New Communication Formats 

4.10. Social Media Platforms 

4.10.1. Generalist, Professional and Microblogging Platforms  
4.10.2. Video, Image, and Mobility Platforms  

Module 5. Introduction to Market Research 

5.1. Market Research Fundamentals 

5.1.1. Concept of Marketing Research and Marketing    
5.1.2. Utility of Market Research   
5.1.3. Market Research Ethics 

5.2. Applications of Market Research 

5.2.1. The Value of Research for Managers   
5.2.2. Factors in the Decision to Investigate the Market  
5.2.3. Main objectives of Market Research  

5.3. Market Research Methods 

5.3.1. Exploratory Research 
5.3.2. Descriptive Research  
5.3.3. Causal Investigations  

5.4. Types of Information 

5.4.1. Elaboration: Primary and Secondary  
5.4.2. Qualitative Nature  
5.4.3. Quantitative Nature   

5.5. Organization of Market Research 

5.5.1. In-House Market Research Department  
5.5.2. Research Outsourcing  
5.5.3. Decision Factors: Internal Vs. External

5.6. Research Project Management 

5.6.1. Market Research as a Process  
5.6.2. Planning Stages in Market Research  
5.6.3. Stages of Market Research Implementation  
5.6.4. Managing a Research Project 

5.7. Desk Studies 

5.7.1. Objectives of Desk Studies  
5.7.2. Sources of Secondary Information  
5.7.3. Results of the Desk Studies  

5.8. Field Work 

5.8.1. Obtaining Primary Information  
5.8.2. Organization of Information Gathering  
5.8.3. Interviewer Control   

5.9. Online Market Research 

5.9.1. Quantitative Research Tools in Online Markets  
5.9.2. Dynamic Qualitative Customer Research Tools  

5.10. The Market Research Proposal  

5.10.1. Objectives and Methodology  
5.10.2. Completion Deadlines  
5.10.3. Budget  

Module 6. Qualitative Research Techniques 

6.1. Introduction to Qualitative Research 

6.1.1. Objectives of Qualitative Research  
6.1.2. Sources of Qualitative Information  
6.1.3. Characteristics of Qualitative Information  

6.2. Group Dynamics 

6.2.1. Concepts and Objectives   
6.2.2. Organization and Implementation  
6.2.3. Group Dynamics Results 

6.3. The In-Depth Interview 

6.3.1. Concepts and Objectives 
6.3.2. The In-Depth Interview Process  
6.3.3. Application of the In-Depth Interviews   

6.4. Projective Techniques 

6.4.1. Concepts and Objectives 
6.4.2. Main Projective Techniques  

6.5. Creativity Techniques 

6.5.1. Concepts and Objectives 
6.5.2. Intuitive techniques: Brainstorming  
6.5.3. Formal techniques: Delphi Method  
6.5.4. Other Creativity Techniques     

6.6. Observation as a Qualitative Technique  

6.6.1. Concept and Applications   
6.6.2. Observation Scenarios  
6.6.3. Technical Resources  
6.6.4. Assessment of the Observation  

6.7. Neuromarketing: The Responses of the Brain  

6.7.1. Concept and Applications   
6.7.2. Observation Scenarios in Neuromarketing  
6.7.3. Neuromarketing Techniques  

6.8. Pseudo-Purchase 

6.8.1. Concept and Applications   
6.8.2. Pseudo-Purchase Scenarios  
6.8.3. Mystery Shopper  

6.9. Digital Qualitative Research 

6.9.1. Description and Characteristics    
6.9.2. Main Online Qualitative Techniques  

6.10. Application of Qualitative Research 

6.10.1. Structure of Qualitative Research Results  
6.10.2. Projection of Qualitative Research Results  
6.10.3. Decision-Making Applications  

Module 7. Quantitative Research Techniques  

7.1. Introduction to Quantitative Research   

7.1.1. Quantitative Research Objectives   
7.1.2. Sources of Quantitative Information  
7.1.3. Characteristics of Quantitative Information  

7.2. The Personal Survey

7.2.1. Concept and Characteristics 
7.2.2. Types of Personal Survey
7.2.3. Advantages and Disadvantages of the Personal Survey  

7.3. The Telephone Survey  

7.3.1. Concept and Characteristics   
7.3.2. Types of Personal Survey  
7.3.3. Advantages and Disadvantages of the Personal Survey  

7.4. The Self-Administered Survey  

7.4.1. Concept and Characteristics  
7.4.2. Online Survey  
7.4.3. Postal and e-mail surveys  
7.4.4. Survey by Personal Delivery  

7.5. The Omnibus  

7.5.1. Concept and Characteristics  
7.5.2. Omnibus Results  
7.5.3. Types of Omnibuses  

7.6. Board  

7.6.1. Concept and Characteristics  
7.6.2. Panel Results  
7.6.3. Panel Types  

7.7. Tracking  

7.7.1. Concept and Characteristics  
7.7.2. Tracking Results  
7.7.3. Types of Tracking  

7.8. Observation as a Quantitative Technique  

7.8.1. Concept and Usefulness   
7.8.2. Observation Scenarios  
7.8.3. Technical Resources  
7.8.4. Results of Quantitative Observation  

7.9. Experimentation   

7.9.1. Concept and Characteristics  
7.9.2. Product testing  
7.9.3. Market Test  

7.10. Application of Quantitative Research   

7.10.1. Structure of Quantitative Research Results   
7.10.2. Projection of Quantitative Research Results   
7.10.3. Decision-Making Applications  

Module 8. Market Research Production 

8.1. The Quantitative Questionnaire

8.1.1. Concept, Functions and Type I
8.1.2. Phases of the Questionnaire Design  
8.1.3. Structure of the Questionnaire 

8.2. Formulation of Questions  

8.2.1. Types of Questions  
8.2.2. Hierarchization of Questions  
8.2.3. Pretest of the Questionnaire  

8.3. Scales of Measurement  

8.3.1. Purpose and Types of Scales  
8.3.2. Basic, Comparative and Non-Comparative Scales  
8.3.3. Creation and Evaluation of Scales  
8.3.4. Standardized Scales   

8.4. Internet Questionnaire Design  

8.4.1. Characteristics of the Online Questionnaire  
8.4.2. Online Questionnaire Structure  
8.4.3. Main Online Survey Supports  

8.5. Scripts and Qualitative Interviews  

8.5.1. Concept and Types   
8.5.2. Structure of Scripts and Interviews  
8.5.3. Formulation of Questions   

8.6. Sampling  

8.6.1. Sampling Concept and Process  
8.6.2. Quantitative Sampling Methods  
8.6.3. Sample Selection in Qualitative Research  

8.7. Probability Sampling  

8.7.1. Simple Sampling  
8.7.2. Stratified Sampling  
8.7.3. Cluster Sampling  

8.8. Non-probability Sampling  

8.8.1. Random Route  
8.8.2. Fees  
8.8.3. Availability  
8.8.4. Other Non-Probability Methods  

8.9. Sample Size  

8.9.1. Sample Size Determining Factors  
8.9.2. Sample Size Calculation  
8.9.3. Sample Size in Industrial Markets  

8.10. Fieldwork Process  

8.10.1. Interviewer Training  
8.10.2. Coordination of Information Gathering  
8.10.3. Evaluation and Incidents  

Module 9. Internet Analytics and Metrics 

9.1. Information Systems for Decision-Making   

9.1.1. Business Intelligence 
9.1.2. Data Warehouse 
9.1.3. Balanced Scorecard (BSC) 

9.2. Web Analysis  

9.2.1. The Fundamentals of Web Analytics 
9.2.2. Classic Media vs Digital Media  
9.2.3. The Web Analyst's Basic Methodology  

9.3. Google Analytics   

9.3.1. Configuring an Account 
9.3.2. Javascript Tracking API 
9.3.3. Customized Reports and Segments  

9.4. Qualitative Analyses  

9.4.1. Research Techniques Applied in Web Analytics  
9.4.2. Customer Journey
9.4.3. Purchase Funnel 

9.5. Digital Metrics  

9.5.1. Basic Metrics 
9.5.2. Ratios 
9.5.3. Setting Objectives and KPIs 

9.6. Strategy Analysis Areas  

9.6.1. Web Traffic Acquisition 
9.6.2. Activation 
9.6.3. Conversion 
9.6.4. Loyalty 

9.7. Data Science and Big Data  

9.7.1. Business Intelligence 
9.7.2. Methodology and Analysis of Large Volumes of Data  
9.7.3. Data Extraction, Processing, and Loading

9.8. Web Analytics Tools  

9.8.1. Technological Basis of WA Tool 
9.8.2. Logs and Tags 
9.8.3. Basic and Ad-hoc Labeling 

9.9. Data Visualization  

9.9.1. Viewing and Interpreting Dashboards 
9.9.2. Converting Data into a Value 
9.9.3. Integrating Sources 
9.9.4. Presenting Reports 

9.10. Mobile Analytics  

9.10.1. Mobile Measurement and Analysis Methodologies 
9.10.2. Mobile Metrics: Main KPIs 
9.10.3. Profitability Analysis 
9.10.4. Mobile Analytics 

Module 10. Analysis of Results and Market Research Applications 

10.1. Information Analysis Plan  

10.1.1. Data Preparation  
10.1.2. Stages of the Analysis Plan  
10.1.3. Outline of the Analysis Plan  

10.2. Descriptive Analysis of Information  

10.2.1. Concept of Descriptive Analysis  
10.2.2. Types of Descriptive Analysis  
10.2.3. Statistical Programs in Descriptive Analysis  

10.3. Bivariate Analysis  

10.3.1. Hypothesis Contrast  
10.3.2. Types of Bivariate Analysis  
10.3.3. Statistical Programs in Bivariate Analysis 

10.4. Multivariate Dependency Analysis  

10.4.1. Concept and Characteristics 
10.4.2. Types of Multivariate Dependency Analyses  

10.5. Multivariate Analysis of Interdependence  

10.5.1. Concept and Characteristics 
10.5.2. Types of Multivariate Interdependence Analyses  

10.6. Market Research Findings  

10.6.1. Differentiation of Information Analysis   
10.6.2. Joint Interpretation of Information  
10.6.3. Application of the Conclusions to the Object of the Research  

10.7. Creating a Report  

10.7.1. Concept, Utility and Types  
10.7.2. Structure of the Report  
10.7.3. Editorial Standards  

10.8. International Market Research   

10.8.1. Introduction to International Market Research
10.8.2. International Market Research Process
10.8.3. The Importance of Secondary Sources in International Research  

10.9. Feasibility Studies    

10.9.1. Obtaining Information on Purchasing Behavior and Motives  
10.9.2. Analysis and Evaluation of the Competitive Offer  
10.9.3. Market Structure and Potential  
10.9.4. Purchase Intention  
10.9.5. Feasibility Results  

10.10. Voting Intention Studies  

10.10.1. Pre-Election Studies  
10.10.2. Exit Polls  
10.10.3. Vote Estimates 

You will know in detail the current applications of qualitative market research and will be able to make decisions based on solid and current arguments”