Mujer, titulo: Maestría en mercadeo, competencias analíticas

The School of Management's interest in comprehensive training and skills approach is incorporated in the Master's in Marketing through a curricular design supported by a Assurance of Learning center, which guarantees the development of distinctive professional skills that are highly valued in the work environment, implying institutional monitoring and reporting. Ethical commitment, and critical analysis and synthesis skills, decision-making skills, cooperation and teamwork, and oral and written communication are some of the transversal skills the students will develop and which will be evaluated throughout the program.

Learning goals

  1. Students will reflect on their professional actions from an ethical, social, economic and environmental perspective. 
  2. Students will be marketing decision makers based on the integration of knowledge, theories, models, and information analysis tools.
  3. Students will be professionals who innovate, from the Marketing area, in the generation of sustainable value for organizations.
  4. Students will be professionals capable of communicating their ideas in an effective way.


Program Description

Degree awarded:

Master in Marketing


SNIES Code: 53733


18 Months


Thursday and Friday from 6:00 p.m. to 9:00 p.m.
Saturdays* 8:00 a.m. - 12:00 m.

* Some saturdays clases may be in the afternoon

Note: International Summer School electives will be held Monday to Friday during two weeks 

National accreditation: Approval resolution 10868 of 23 July 2015 – valid for 7 years

The Master of Marketing seeks to develop the skills and competencies of participants so that they can achieve success in executive positions in the field of marketing. The design of the Master of Marketing responds to the need to form professionals with critical and analytical acuity in line with local business realities in a global context. For this reason, the program has been envisaged as an interrelated set of knowledge and basic tools in marketing that develops dynamic thinking and skills in participants, consequently fostering diagnosis and problem solving alongside the ability to design and develop strategic marketing plans.


Our program is developed on the basis of a diverse set of dynamic methodologies, which provide an ideal basis from which to achieve the learning goals designed for the program and each of its courses. The different methodologies help students to build a sense of responsibility, which will allow them to activate their own learning.

  • The use of specialized programs: Students will use specialized software in class, including, for example, SAS Enterprise Miner, powerful data mining software, to create accurate predictive and descriptive models for large volumes of data.
  • Master classes: These focus on theoretical approaches, which the professors enhance with examples, helping students to understand the topic.
  • Case studies: National and international case studies, which allow students to cover different areas of the organization in real situations and through interaction with classmates and professors to develop critical and analytical thinking, as well as communication, argumentation, and persuasion skills.
  • PBL (Problem Based Learning): Knowledge is acquired by questioning in order to problematize issues helping students to incorporate such knowledge into their own mental structures. This methodology includes the opportunity to research and transfer previous learning to new situations. 
  • Workshops: Through practical exercises, students strengthen their skills in specific topics.
  • Reports and projects: Students have to research information, analyze concepts, and make decisions in order to incorporate research methodologies into management processes.
  • Simulation game: Students are exposed to the exercise of generating a strategy and designing different mechanisms and tools in order to control strategy execution. They will understand and scale the risks inherent to decision-making processes and the impact of corrective measures. They will use management simulation software to effectively integrate and consider most of the areas of an organization, their interrelations, and the complexities when it comes to implementing strategies.


The study plan for the Master's in Marketing has a curricular structure that provides our students with the following additional benefits:

International perspective: We have a number of options that can be adapted to students' particular possibilities.

    • International week: Students will have an opportunity to take one or more of the elective courses –abroad and in English- through courses designed in exclusive agreement with a globally renowned university. Over the past two years, our students have attended the London School of Economics (England) and Babson College (USA).
    • Summer school: Students in Bogotá can take elective courses taught in English by following teachers from renowned universities in Europe, North America, and Asia. 

Double program: An agreement with the MBA program at Universidad de Los Andes for the validation of credits, to help our students and graduates to strengthen their managerial profiles. 

Flexible training according to professional interests: The Master's degree helps students develop an in-depth analysis in their areas of interest through different elective courses in corporate finance or financial markets. 

Skills development: Learning experiences designed to develop leadership skills teamwork and communication skills throughout the program. 

The Faculty of Administration has credit recognition agreements between programs with the objective of facilitating our graduates to strengthen their profile in the area of ​​their interest. To consult the plans for homologation of the courses with the Master in Marketing you can write an email to to request more information.

Professional Development

Graduates of the Master of Marketing at our School develop their careers in different areas of marketing such as new product development, market intelligence and pricing, integrated marketing communications, distribution channel strategies, digital marketing strategies,  brand management and strategy, and market research with an emphasis on consumer behavior.

Those who graduate from our program go on to hold positions with a largely strategic component, as graduates are characterized by their ability to analyze the environment and then define and implement innovative marketing proposals. This movement into management positions is consolidated to the extent in which they are able to apply the skills and competencies acquired in the Master of Marketing to market challenges.

For more information, please visit the Office of Alumni.


See the academic regulations here