DEGREE
Marketing
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Academic Identity
Learn about the foundations of the program
- Mission
“To train professionals in marketing, ethics, entrepreneurs, analytical, critical and humanistic, with the ability to create, design and manage strategies and also promote their personal development through instilling values that lead to the construction of solutions to the needs and desires of consumers and organizations in the country so that they constitute social transformation in a sustainable and sustainable way.”
- Vision
By 2030 to be an accredited career recognized nationally for excellence in the development of academic processes, whose management helps the University to be among the 1000 best in the world, with social responsibility, committed to institutional principles and values and that the trainers occupy a management position at the national and international level
- Program Objectives
- General objective
Manage and apply theoretical, scientific and technical knowledge of marketing to analyse markets, understand consumer behaviour and design innovative commercial strategies that contribute to business competitiveness, through the use of market research, data analytics, digital tools and innovation processes aimed at generating value.
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Live the experience of studying Marketing
Discover daily life in our classrooms, laboratories, and academic spaces. Students, faculty, and researchers share their stories.
Learn about the foundations of the program
Profiles and outcomes
The professional we train and the competencies you will develop
- Professional Profile
The Bachelor of Marketing is a professional whose training with solid theoretical-practical knowledge empowers him to plan, research, analyze, design and act in the different sectors of the market of the public and private sector; therefore, they are roles and functions that the future professional will be able to assume.
Solve problems and make decisions
Plan and analyze financial issues.
Evaluate the industry and competitors.
Segment markets.
Make predictions.
Formulate product and market strategies.
Leverage the product lifecycle model for product management
PRODUCT MANAGER:
Develop a long-term competitive strategy for the product.
Prepare a marketing plan and annual sales forecast.
Work with advertising agencies to create campaigns.
Stimulate product support among the sales force and distributors.
Gather strategic information about product performance, customer and distributor attitudes, their problems and opportunities.
Initiate product improvements to meet changing market needs.
DIRECTOR OF COMMUNICATION:
Define communication strategies between the service and the company’s main managers, actions and responsibilities.
To streamline the operational and executive procedures coordinated at global and partial level, internal and external management.
Make decisions about annual priorities in communication.
Monitor and optimize the general communication budget.
Manage the institutional and communication function.
SALES MANAGER:
Prepare sales plans and budget.
Establish goals and objectives.
Calculate demand and forecast sales.
Recruitment, selection and training of salespeople.
Compensation and motivation.
DIRECTOR OF ADVERTISING AND MARKETING:
Design, plan, coordinate the media plan and marketing plan to increase the value of the brand through a solid positioning in the market.
Innovative activities for Branding.
Management of relations with advertising and media companies.
Development and management of management indicators.
Management of the company’s social networks.
MARKET RESEARCHER:
They collect data on consumer demographics, preferences, needs, and buying habits.
They obtain information using various methods, such as interviews, questionnaires, focus groups, market analysis surveys, public opinion surveys, and literature reviews.
They help determine a company’s position in the market by researching its competitors and analyzing their pricing, sales, and marketing methods. Using this information, they can determine potential markets, product demand, and prices.
Their knowledge of the target consumer allows them to develop advertising and commercial brochures, sales plans, and product promotions.
They evaluate data using statistical techniques and software. The market researcher must know how to explain to his client the meaning of the data collected and be able to forecast future market trends. They often make tables, graphs, infographics, and other visual aids when presenting the results of their research.
MERCHANDISING DIRECTOR AND COORDINATOR:
Conduct studies to analyze customer behavior (e.g., shopping habits, trends, and preferences)
Design and implement effective marketing campaigns
Set up systems to track internet marketing activities
Track progress with marketing managers and marketers
Identify and analyze competitors
Prepare reports by collecting and analyzing sales data
Collaborate with the design department to produce promotional material
Develop clear and creative marketing text for our products
Organize promotional activities for new products/services
Prepare forecasts (monthly, quarterly, and annually)
- Graduate Profile
In Marketing he is a professional with solid theoretical and practical knowledge in the disciplines associated with marketing and business management; that develops and adapts strategies to competitive markets based on the needs of customers and the different purchasing modalities that they adopt, applies new communications technologies, tools to evaluate market potential from the perspective of the company’s capabilities, achieving products and services with high value for its customers, demonstrating creativity, leadership, critical thinking and high citizen awareness in each activity.
At the end of the degree, the graduate:
Understand the forces of the micro and macro environment that affect companies.
Understand the internal dynamics of organizations and especially the interaction of the marketing area with the other areas.
Develop market research with advanced techniques that allow you to understand the needs and desires of consumers.
Segment industrial and consumer markets.
Manage and propose new products and/or services.
Correctly position and differentiate products and services.
Develop and exploit the value of brands.
Manage marketing variables.
Determine the financial impact of marketing variables.
It sustains a long-term relationship with customers and takes advantage of it to increase the profitability of the company.
Develop and implement e-marketing solutions.
Understand the interrelationship of media and public relations with marketing strategies.
Develop marketing plans and programs by establishing a detailed planning of each of the variables (product, price, communication and distribution), as well as the measurement of the results and their subsequent control.
Transform marketing strategies into effective business tactics.
- Learning Outcomes
Curriculum Structure
Academic structure of the program
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Spaces, moments, and experiences that bring the program to life
Admissions and costs
Spaces, moments, and experiences that bring the program to life
Program cost:
Article 356 of the Constitution of the Republic establishes, among other principles, that third-level public higher education shall be tuition-free, and that this gratuity is linked to the academic responsibility of students.