This course addresses consumer behavior from a neuroscience perspective, covering physiological and brain aspects of human behavior in the field of marketing. The course presents various academic studies and practical examples of how neuroscience strategies are used to persuade consumers to buy a particular brand or to behave in a certain way, highlighting some tools used by companies and governments and alerting students to these practices.

50 créditos académicos aprobados + Fundamentos de Marketing o Marketing Estratégico

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

This master’s level course examines how Artificial Intelligence (AI) is transforming digital communication strategy across the customer journey, with a focus on media planning, content creation, and performance optimization. It provides students with a structured understanding of how AI enhances decision-making in digital marketing environments.

The course combines theoretical frameworks with practical application, enabling students to design and implement AI-driven communication strategies across key digital channels, including search, social media, and interactive platforms. Through the use of industry-relevant tools and data analytics, students will develop competencies in audience targeting, content development, and campaign optimization.

50 créditos académicos aprobados + Fundamentos de Marketing o Marketing Estratégico

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

La nueva sociedad, el desarrollo tecnológico, especialmente en materia de inteligencia artificial, las nuevas formas de competencia y los grandes desafíos medioambientales, imponen ciertos límites para el mantenimiento inercial de procesos, productos y servicios en la dirección de empresas. 

Ya no es posible, en el actual contexto, persistir haciendo lo mismo. Las instituciones deben adaptarse. Gestionar la innovación en un ambiente volátil, incierto, complejo y ambiguo (VICA). 

Esta cátedra se propone presentar los desafíos que enfrenta la Gestión Estratégica de la Innovación desde una perspectiva integrada por diferentes campos temáticos.

50 créditos académicos aprobados

De lunes a viernes: 11:30 a. m. – 02:30 p. m.

Sábado: 11:30 a. m. – 03:30 p. m.

50 créditos académicos aprobados

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

The course Business Digital Analytics offers a practical and strategic perspective on how organizations can leverage digital data to improve business decision-making. Over 16 hours, participants will learn how to use leading tools such as Google Analytics 4 and Adobe Analytics to analyze user behavior, measure the performance of channels and campaigns, and transform data into useful information for management and marketing.

The course combines technical analysis with business interpretation, providing students with a comprehensive understanding of the role of digital analytics in value creation.

50 créditos académicos aprobados

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

The Global Marketing course reviews and compares the marketing efforts and specific strategies which firms employ in different cultural, political, economic, and legal environments. Students examine changing international markets, exploring how firms need to quickly adapt to global competition. The course helps students develop relevant strategic marketing and management skills for planning and expanding activities in global markets. In addition, this course will allow students to apply marketing concepts to global markets by examining product, price, distribution, and communication strategies within this context. 

50 créditos académicos aprobados + Fundamentos de Marketing o Marketing Estratégico

De lunes a viernes: 11:30 a. m. – 02:30 p. m.

Sábado: 11:30 a. m. – 03:30 p. m.

The Risk and Crisis Management in a Global Context course provides foundational knowledge and hands-on skills, concepts, methods and models to identify, assess, manage and mitigate risks/crisis in business and organizational contexts from international perspective and global scale. Students will be delivered both quantitative and qualitative skills necessary to strike a balance between risk and opportunity in tailoring risk mitigation for business and management. This course will include fundamentals of risks/crisis management, risk identification methods, risk assessment and quantification models, crisis management and communication, and quantitative risk models. In addition, cybersecurity and various emerging risks such as AI risks, climate change risks and infectious disease risks will also be discussed in this course. 

50 créditos académicos aprobados + Gestión del Comercio Internacional o Administración del Comercio Internacional o Teoría del Comercio Internacional

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

This course provides analytical techniques to
develop adaptable strategic frameworks for firms aiming to internationalize
their business. As a practical course, it offers insights into research
methods, strategic positioning in international markets, and guidance on
decision-making related to the 4 Ps of an international marketing plan.
Participants will develop skills to identify customer needs, design adaptive
marketing actions, and recognize the opportunities and threats arising from
international activity.

50 créditos académicos aprobados + Análisis Multivariado para los Negocios + Inglés CL14 o equivalente

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.

The purpose of this course is to familiarize students with sustainability or non-financial reporting.

Students will learn about the fundamental concepts of sustainability reporting and how sustainable development issues influence company accounting and reporting practices. International initiatives to regulate sustainability reporting (ISSB, GRI, ESRS etc.) and their differences and common points will be discussed. Some novel approaches to integrate financial and sustainability information in a single set of integrated statements will be presented, such as the E-liability approach. The course content will be illustrated by real-life company sustainability statements.

50 créditos académicos aprobados + Fundamentos de Contabilidad

De lunes a viernes: 07:30 a. m. – 10:30 a. m.

Sábado: 07:30 a. m. – 11:30 a. m.