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    Master in Market Research & Consumer Behavior

    Drive consumer engagement through behavior analysis and effective strategies
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    • Master In Market Research & Consumer Behavior
    duration10 months
    languageEnglish
    locationMadrid
    intakeSeptember*
    FormatIn-person
    MODE OF STUDYFull-time
    duration10 months
    languageEnglish
    locationMadrid
    intakeSeptember*
    FormatIn-person
    MODE OF STUDYFull-time
    The program
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    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.

    WANT TO KNOW MORE?

    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.

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    ...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

    • Google logo

      IE DIGITAL ANALYTICS CERTIFICATE: GA4

      Read more  >
    • Logo of IE University consisting of a stylized abbreviation 'ie' next to the full name 'IE UNIVERSITY' in blue color on a black background.

      AI for Business Certificate

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    • SUSTAINABILITY CERTIFICATE

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    • IE-SALESFORCE CERTIFICATE

      Read more  >

    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:

    • Logo Nielsen
    • Logo Telefónica
    • Logo Kantar

    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 (%)
      Consulting
      Consumer Packaged Goods
      Financial Services
      Hospitality
      Media/Entertainment
      Other
      Real Estate
      Technology
    • By position (%)
      Consulting
      General Management
      Marketing/Sales
      Operations/Logistics
    • By region (%)
      Africa/Middle East
      Asia Pacific
      Europe (EU)
      Latin America/Caribbean
      North America
    Talent and Career highlights

    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.

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    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
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    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.

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    Play
    A Decade of Mastering Market Research

    TOP EMPLOYERS OF THE MARKET RESEARCH AND CONSUMER BEHAVIOR ALUMNI

    Logo Nielsen
    Logo Kantar
    Userlytics
    Ipsos
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    MARCOM Speaker Series | IE Business School

    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.

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    MARKETING, COMMUNICATION & SALES: WHAT COULD YOUR FUTURE LOOK LIKE?

    Frequently Asked Questions

    • 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.

    • 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.

    • 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.

    • 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.