Program

Program

Objectives

Through the Specialization in Market Intelligence, students will:

  • Learn how to inform, consider, and support marketing decisions through the use of various qualitative, quantitative, and market information management tools.
  • Become familiar with useful technological tools to take advantage of market information management in business.

Curriculum

The core concept of Research develops the student's ability to apply market research tools to solving marketing problems. Within this area of focus are the courses Applied Statistics and Marketing Analytics, Qualitative Market Research, Quantitative Market Research, Decision Analysis, Segmentation, and Positioning.

The core concept of Technology offers students a modern perspective of the use of information systems in organizations for the management and analysis of market data. Within this area of focus are the courses Market Information Systems and Business Intelligence.

The core concept of Context analyzes marketing decisions within the framework of a competitive environment in which different companies try to win the loyalty of consumers. Within this area of focus are the courses Market Analysis and Competitive Environments, Consumer Behavior and Measurement, and Target Markets.

Academic Cycles for the January 2015 Cohort

Cycle

Date

Cycle I

January 13 - March 7, 2015

Cycle II

March 16 - May 16, 2015

Cycle III

May 25 - July 18, 2015

Cycle IV

July 27 - September 19, 2015

Cycle V

September 28 - November 21, 2015


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

Academic Cycles for the July 2015 Cohort

As the Specialization in Market Intelligence is offered annually, there is no cohort beginning in July 2015. The next cohort will begin in January 2016. However, we invite you to apply now for 2016 admission.

Academic Cycles for the January 2016 Cohort

Cycle

Date

Cycle I

January - March 2016

Cycle II

March - May 2016

Cycle III

May - July 2016

Cycle IV

July - September 2016

Cycle V

September - November 2016


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

Teaching Approaches

  • 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.
  • Workshops: By means of practical exercises, the capabilities and skills of participants in specific areas are strengthened.
  • 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..

Regulations

See the 2015 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