Master in Market Research & Consumer Behavior
- Home
- The Programs
- Masters
- Master In Market Research & Consumer Behavior
GUIDING YOU TOWARD SUCCESS
Success for us is your success, and in an evolving market research and consumer landscape, the need for professionals who can combine critical data analysis skills, marketing intelligence and consumer insights is acute. Through our dedicated IE Talent & Careers team, we keep up with the labor market in the sector, analyzing emerging trends, communicating with our collaborative partners among the sector’s leading recruiters, and providing the resources, advice and connections you need.
We’ll help you gain invaluable experience through internships, put you face-to-face with leading organizations in the sector, provide you with options to specialize in a field that you’re passionate about, and help you stand out in a competitive environment. You’ll graduate with your purpose clearly defined, your ambitions within reach, and ready to make an immediate impact.
This is a program curated to provide personal and professional growth as you transform into the next best you. No two people are the same, and no two experiences at IE Business School are the same—choose the specialization that fits what most interests you, gain invaluable experience and add relevant certifications. Whatever you need to help you succeed in the career path you've chosen.
A PROGRAM CENTERED ON YOU…
The Master in Market Research & Consumer Behavior is built around putting the customer at the center of your thinking and strategy to give you the unique insights you need. With qualitative and quantitative market research techniques, data analytics and behavior analysis, among other content, the next best you will be fully armed with all the knowledge and insight you need.
...TO HELP YOU CENTER ON THE CUSTOMER
The purpose behind the Master in Market Research & Consumer Behavior is to put the customer at the center of your thinking, actions and planning. As your educational journey continues, you'll explore everything from cultural and neuro-marketing to big data, market research and understanding consumer behavior. Every part of the program is geared toward helping you place customers at the core of your professional ambitions.
CAREER SECTOR BOOSTERS
After completing your program, you’ll be able to join an additional optional term to specialize in two of the most relevant industries for the Marketing, Communication & Sales pathway. During this Career Sector Track from September to December, you’ll enjoy a career-driven curriculum with several practical consulting projects, in-company visits, project-based learning and additional networking opportunities for your job recruitment process. The Career Sector Track will have an additional cost. You can either enroll before joining IE University or while you are doing your master’s degree, up to the deadline that will be communicated by the academic team. We will have limited slots assigned for these two tracks, so the sooner you apply, the better.
MARCOM for Tech companies:
Discover how the main tech brands have achieved success and growth over the past ten years and learn their best practices in branding, marketing and sales. Uncover the latest customer experience trends in the tech world and become a top global player in the industry.
MARCOM for Consumer Goods, Luxury and Fashion:
Unlock the knowledge to increase sales and engage with customers worldwide by learning from top executives at today’s most relevant brands. Discover industry secrets behind main e-commerce and experiential marketing strategies and learn how these brands are staying competitive, relevant and sustainable over time with the latest digital marketing tools.
MARKETING & COMMUNICATION OPTIONAL INDUSTRY CERTIFICATIONS
IE DIGITAL ANALYTICS CERTIFICATE: GA4
Read more >AI for Business Certificate
Read more >SUSTAINABILITY CERTIFICATE
Read more >IE-SALESFORCE CERTIFICATE
Read more >
IE DIGITAL ANALYTICS CERTIFICATE: GA4
IE University is always at the forefront of innovation, fostering an environment that immerses students in the dynamic world of tech from the start. We regularly develop unique modules and programs to empower our students to lead in an era of increasing digital transformation.
IE University has developed a unique certification called the IE Digital Analytics Certificate: Google Analytics 4 (GA4). The groundbreaking program provides you with a comprehensive understanding of this new technology, equipping you to take a leading role in the field of digital analytics. You’ll learn how to practically plan a full marketing analytics plan over Google Analytics 4, configure it, create reports and extract valuable insights from your data.
AI for Business Certificate
In collaboration with leading experts in the field, this certification course will equip you with cutting-edge insights and practical skills in the realm of artificial intelligence tailored specifically for business applications. The certificate will be primarily conducted through Whatsapp, asynchronously and at your own pace, allowing flexible access to course materials. It will take you up to 4-5 hours to complete.
SUSTAINABILITY CERTIFICATE
We strive to offer our Marketing, Communication & Sales students as many opportunities to participate in purpose-driven business projects as possible. With this in mind, we have designed a tailor-made Sustainability Certificate with a comprehensive and solution-focused approach to sustainability management applied to Marketing, Communication and Sales.
IE Business School has a Center for Social Innovation and Sustainability and with their guidance, we have launched this new certificate. Sustainability is at the core of what we do and this certificate gives you the skills to make a positive impact on a global scale.
With this course, you will develop the knowledge and skills necessary to successfully market sustainable products and services. In the pursuit of broader corporate social responsibility goals, many companies will turn toward more sustainable brand strategies and that’s where you come in—you’ll be able to lead them to environmental, economic and social responsibility ahead of the competition.
IE-SALESFORCE CERTIFICATE
Sales and Business Development are becoming the fastest-growing fields in the new place of work. They are essential for fostering business growth, pitching and winning new clients, engaging effectively with internal and external stakeholders, selling ideas within your team, obtaining a higher budget to execute a project, developing new markets and staying one step ahead of your competitors.
IE Business School is launching this SalesForce certificate to provide you with SalesForce fundamentals to succeed in any commercial role. You’ll begin by learning the building blocks of Salesforce to better understand the customer journey, how to capture a lead, and how to engage and retail a client, while delivering a quality customer experience. Then, you’ll go on to become proficient in how an integrated CRM platform solves the challenges of connecting departments and customer data. You’ll understand reporting, user administration, sharing, customization and data management at a foundational level.
Upon completion, you’ll be connected to the SalesForce job bank of certified professionals.
COMPANIES THAT PARTICIPATE IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
At IE University, we believe the best way to learn is through practical, hands-on methodologies. Thanks to our strong relationship with top industry professionals, students have the opportunity to experience the real world of work in the classroom through challenges, consulting projects, and multimedia simulations, applying their knowledge as they go. Here are some of the partner companies that are currently collaborating with the program or have collaborated with us in the past:
Here are some positions our students can achieve after the program
- ADVERTISING MANAGER
CUSTOMER EXPERIENCE SPECIALIST
MARKETING CONSULTANT
MARKETING INTELLIGENCE STRATEGIST
- DATA MINING CONSULTANT
DEMAND FORECASTING EXPERT
VOTING AND CAMPAIGN RESEARCHER
CONSUMER INSIGHTS MANAGER
SOCIAL MEDIA MONITORING
- BUSINESS DEVELOPMENT ADVERTISER
- SALES & MARKETING EXECUTIVE
PRODUCT DEVELOPER
WHERE DO OUR ALUMNI WORK?
- By industry (%)ConsultingConsumer Packaged GoodsFinancial ServicesHospitalityMedia/EntertainmentOtherReal EstateTechnology
- By position (%)ConsultingGeneral ManagementMarketing/SalesOperations/Logistics
- By region (%)Africa/Middle EastAsia PacificEurope (EU)Latin America/CaribbeanNorth America
Talent and Career highlights
The Master in Market Research & Consumer Behavior develops a deep knowledge of marketing processes that are invaluable to any change-oriented company. As business demand grows for experts in the field, our graduates are proving a popular choice among leading employers.
OUR ALUMNI TAKING THE NEXT STEP IN THEIR CAREERS
Explore our blogs and take a closer look at how the Master in Market Research & Consumer Behavior can help students to take the next step in their career.
IE TALENT & CAREERS
IE Talent & Careers is the best partner for the professional development of all our current and former students at IE University.
The services we offer are available to all of them throughout their journey. On one hand, we seek to help students take full advantage of their professional opportunities, providing them with impactful advising, learning resources and development tools that allow them to manage and achieve their professional goals. On the other, we provide recruitment solutions for companies and institutions with access to the profiles of over 70,000 IE University professionals worldwide.
Some of the services we offer both online and offline include:
- One-on-one career advising
- Sector-specific drop-in sessions
- Guides, toolkits and resources available on our IE Career Portal
- On-campus career workshops
- Online career webinars
- Annual distribution of CV books to executive search firms
- Networking events worldwide
- Worldwide panels with executive consultants
- Lifelong access to our job bank
DISCOVER MORE ABOUT TALENT & CAREERS.
IE Talent & Careers is the best partner for the professional development of all our current and former students at IE.
TOP EMPLOYERS OF THE MARKET RESEARCH AND CONSUMER BEHAVIOR ALUMNI
MARCOM SPEAKER SERIES
Once a month, students will have the chance to hear from top speakers from different companies in the Marketing, Communication & Sales (MARCOM) industry. In the past, speakers have represented such leading companies as Kantar, McKinsey & Company, Interbrand and Fjord, to name a few.
MARKETING, COMMUNICATION & SALES: WHAT COULD YOUR FUTURE LOOK LIKE?
Frequently Asked Questions
WHAT CAN I DO WITH A DEGREE IN MARKET RESEARCH & CONSUMER BEHAVIOR?
Alumni of the Master in Market Research & Consumer Behavior work in general marketing or specific roles in a variety of industries, including consulting, technology, financial services, consumer goods and media and entertainment. Many work for top companies such as Amazon, Johnson & Johnson, IPSOS and Kantar.
CAN YOU MAJOR IN CONSUMER BEHAVIOR OR DATA ANALYTICS?
Yes, the Master in Market Research & Consumer Behavior can be customized with electives—you can choose between the Data Analytics path and the Consumer Behavior path.
WHAT JOBS CAN I GET WITH A MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
Positions which graduates of the Master in Market Research & Consumer Behavior can achieve include advertising manager, marketing manager, data mining consultant, customer experience specialist, marketing intelligence strategist, voting and campaign researcher, and many more.
WHAT CAREER SERVICES AND EXPERIENCES ARE AVAILABLE IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
You’ll have ongoing support and advice from our IE Talent & Careers team, who can help you in your job search both during the program and after graduation. You'll have lifelong access to our job bank and to careers advice and networking events. After completing your program, you can also join an optional term, at an additional cost, to specialize in two of the most relevant industries for the Marketing, Communication & Sales pathway, including several practical consulting projects, in-company visits, project-based learning and additional networking opportunities for your job recruitment process.