Master in Market Research and Consumer Behavior

IE University (IE Business School)
Madrid, Comunidad De Madrid, Spain
Master's Degree
Study mode
10 months
Total tuition fee (local)
Contact the university / college
Total tuition fee (foreign)
Contact the university / college

Entry Requirements

  • Evidence of completion of a Bachelor degree (or equivalent) from an accredited university. Note: Previous exposure to undergraduate-level statistics is helpful (but not required);
  • One-page CV;
  • Two letters of recommendation;
  • Official university transcripts (certified translation into English or Spanish);
  • English language certificate for non-native English speakers (Cambridge Proficiency, TOEFL, IELTS, EOI). A certificate is not required if you completed an undergraduate degree in English;
  • Entrance Exam (GMAT, GRE or IE Admissions Test).


Business & M

  • Market Research Landscape & Careers
  • Marketing Fundamentals - The Mix
  • Product and Services Marketing (incl product profitability and P&L)
  • Managing the Customer (CRM)
  • Branding, Advertising and Social Media
  • Market Intelligence, Industry Analysis & Strategy
  • Marketing Effectiveness and ROI
  • Driving Business through Market Research

Consumer Behavior

  • Landscape and Consumer Journey
  • Cognitive, Emotional and Social Psychology
  • Consumer Identity, Personality & Well-Being
  • Consumer Decision Making
  • Psychology of the Marketing Mix
  • Ethnography, Anthropology & Cultural Marketing
  • Neuromarketing & New Trends

Professional Research & Analytics

  • Introduction to Market Research
  • Data Sources for Market Research
  • Focus Groups & In-depth Interviews (On/off-line)
  • Observational Methods
  • Surveying Consumers, Voters and Citizens
  • Statistics for Professionals
  • Quantitative Methods for Data Analysis
  • Market Research Panels
  • Web Mining, Social Media Monitoring and Listening 2.0
  • Industry Applications of Market Research

Leadership & Professional Skills

  • Innovation, Creation and Entrepreneurship
  • Projects, Proposals and Negotiations
  • Essentials of Leadership
  • Influence and Persuasion
  • Positive Leadership
  • Working in Teams I
  • Working in Teams II
  • Communication Skills I
  • Communication Skills II
  • Career Networking and Strategies

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