Learning goals

Graduates of the Specialization in Market Intelligence will be professionals who will…

  1. Comprehend the ethical and sustainability implications of their decisions.
  2. Analyse and include relevant information to support the decision-making process, based upon the context and knowledge about marketing intelligence.
  3. Communicate ideas effectively.


The structure of the Market Intelligence Specialization is organized as follows:

The program has 20 credits, divided into 5 cycles of 8 weeks, for a total duration of one year. The program is divided into three blocks, the first of Fundamentals (12 credits), the second of Deepening (6 credits) and finally 2 elective credits.

The following new courses were included in the syllabus: Fundamentals of Marketing, 3 deepening courses (6 credits) and 1 elective course (2 credits).


Duration: It has a duration of twelve (12) months, divided into five cycles of eight weeks each.

Class days two or three times a week, from 6:00 pm to 9:00 pm and some Saturdays.

Academic Cycles for the January 2018-1 Cohort



Cycle I

January 22 - March 17

Cycle II

April 02 - May 26

Cycle III

June 05 - July 28

Cycle IV

August 06 - September 29

Cycle V

Octubre 08 - Diciembre 01

Group work or online activities may also be scheduled before, during, or after these cycles.

Teaching Approaches

Instead of being limited to a single teaching approach, each course in the graduate programs of the School of Management combines different methodologies in varying proportions for optimal learning outcomes.

  • Master Classes: These classes are focused on theoretical approaches that professors bring to life with examples in order to improve student understanding of subjects.
  • Case Studies: Both national and international case studies allow students to look at different areas of organizations in real situations through interaction with peers and professors, which develops critical and analytical thinking abilities in addition to communication, argumentative, and persuasion skills.
  • Reports and Projects: In each course, students are faced with the need to find information, analyze concepts, and make decisions, aiding them in the incorporation of research methodologies into management processes.
  • Simulation Games: Participants embark on the exercise of creating a strategy and implementing different mechanisms and tools to then advance and monitor its execution. Students learn about the risks that are inherent in the decision-making process and how to estimate them, as well as the impact of corrective measures. Management simulation software allows for the effective integration and consideration of most areas of an organization, their interrelationships, and their complexities when implementing a strategy.


See the 2017 General Regulations for Specialization Students here

Professional Development

Graduates of this specialization may go on to work in roles such as:

  • Director of marketing strategy
  • General manager (market research company)
  • Fashion trend forecaster
  • Advertising consultant
  • Innovation consultant
  • Product development manager
  • Chief innovation officer
  • Market segment manager
  • Vice president of customer knowledge
  • Service portfolio innovation manager
  • New market manager
  • Director of emerging markets
  • Director of segment marketing
  • Director of CRM & business intelligence