General information

Academic year: 2023/2024

Level: Master

Type: Official Master's Degree

ECTS Credits: 60

Programme orientation Research

Length of programme (full time): 1 YEAR

Mode of delivery: Online

Level of qualification: Máster (MECES level 3 - EQF level 7)

Model of study: Full-time (42-60 ECTS per school year)

Work-based learning (Practicum): Yes

Language(s) of instruction Spanish

More info: programme website

Programme coordinator


Field(s) of education and training (ISCED-F)

  • Marketing and advertising (0414)

Main focus

; This master’s programme provides students with the knowledge and skills to do the following: (1) optimise the capacity to organise and plan in the marketing sphere; (2) acquire oral and written communication skills; (3) acquire advanced-level knowledge of marketing research methodologies; (4) improve capabilities in managing and using information; (5) improve personal capacity for critical reasoning, self-appraisal, and problem-solving in the marketing sphere; (6) engage in empathy, non-verbal communication, and business negotiation; (7) apply the concepts, theories and models of consumer behaviour to multidisciplinary contexts; (8) apply knowledge of marketing strategy development; (9) draw up plans and projects and write scientific articles for application in academic and professional spheres; (10) understand how emerging trends in technological


Students that have completed the second cycle have the following competencies: – Have demonstrated knowledge and understanding that is founded upon a basis or opportunity for originality in developing and/or applying ideas, often within a research context. – Can apply their acquired knowledge and understanding, and problem solving abilities in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their field of study. – Have the ability to integrate knowledge and handle complexity, and formulate judgments with incomplete or limited information, but that include reflecting on social and ethical responsibilities linked to the application of their knowledge and judgments. – Can communicate their conclusions, and the knowledge and rationale underpinning these, to specialist and non-specialist audiences clearly and unambiguously. – Have the learning skills to allow them to continue to study in a manner that may be largely self-directed or autonomous.

Programme qualification

Name of title awarded in original language

Máster Universitario en Marketing y Comportamiento del Consumidor

Qualification requirements

60 minimum credits

Programme courses

Course NameYearPeriod
Advanced Topics in Consumer Behaviour 1st Year 2nd Semester
Advances in Integrated Marketing Communications 1st Year 1st Semester
Brand Equity and Consumer Experience 1st Year 1st Semester
Competences for the Preparation of Projects and the Master's Dissertation 1st Year Yearly
Consumer Behaviour and Technological Innovation 1st Year 2nd Semester
Digital Marketing Plan 1st Year 2nd Semester
E-commerce 1st Year 1st Semester
Market Research, Psychosocial Variables and Purchasing Behaviour 1st Year 1st Semester
Marketing and Society 1st Year 2nd Semester
Marketing Approaches to Value Creation 1st Year 1st Semester
Marketing Cross-cultural 1st Year 2nd Semester
Master's Dissertation 1st Year 2nd Semester
Research Methodology in Marketing and Consumer Behaviour 1st Year Yearly
Work Placement 1st Year Yearly


Specialisation name

– No Specialisation

Admission information

Access to Master’s Degree programmes is granted to holders of:
A.1. A Spanish official university degree.
A.2. A degree issued by a Higher Education institution from another European Higher Education Area Member State which allows access to Master Degree’s programmes in that State.
A.3. A degree from a non-EHEA education system, upon verification by the Spanish University that the aforementioned degree accredits an equivalent education level to that of a Spanish university degree and allows access to postgraduate programmes in the issuing country.
A.4. A Spanish Bachelor in Advanced Artistic Education.
A.5. Official Spanish university degrees of Diplomado, Arquitecto Técnico, Ingeniero Técnico, Licenciado, Arquitecto, Ingeniero, Graduado or Máster Universitario.

Specific admission requirements

Students with a mother tongue other than Spanish will be required to have a sufficient command of the Spanish language.

General regulations

Grading scale
In the Spanish university system, modules/courses are graded on a scale of 0 to 10 points with the following qualitative equivalence:
0-4,9: «suspenso»; 5-6,9: «aprobado»; 7-8,9: «notable»; 9-10: «sobresaliente». A special mention, «Matrícula de Honor» may be granted to up to 5% of the students in a group provided they have got a «sobresaliente». To pass a module/course is necessary to get at least 5 points.
In cases of recognition of ECTS, professional experience, cultural or sports activities, or student representation no grading will be recorded but, where appropriate, the word «Apto».


UGR Examination Regulations


More info on academic regulations at:

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