Study plan
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Study plan
This graduate program has a flexible structure that allows students to choose courses that address their concerns and academic needs, within a framework that ensures the fulfillment of the program's objectives, the development of each student's final project, and the attainment of the desired graduate profile.
The study plan is made up of three curricular areas:
BASIC AREA
The courses of this area define the program's disciplinary affiliation and identity.
ELECTIVE AREA
The purpose of this area is to encourage dialogue between students and other areas of knowledge that go beyond their own discipline, in order to generate knowledge and solve problems related to their projects and objects of study. This area combines courses related to different aspects of marketing, enabling students to seek out the latest developments and innovative approaches that contribute directly to their research, development and innovation projects.
RESEARCH, DEVELOPMENT AND INNOVATION AREA (RDI)
The purpose of this area is to accompany students in the definition, development, writing and presentation of their final project. Students attend group and individual advisory sessions within the framework of the RDI courses.
This area is closely related to the ITESO's Graduate Advisory Support System. The system is designed to encourage bridge-building between students' interests and the lines of research of each particular graduate program, as well as their interrelation with the rest of ITESO's graduate programs.
The academic support offered by this system is person-centered, and gives preference to collective production settings. It is conceived as a system that articulates the three formative dimensions (individual, social and historical) in each of the program's curricular periods. Peer-to-peer and individual advisory sessions are also possible.
Study plan
Basic Area:
5 mandatory courses
- Economics, industry and strategy
- Marketing Management
- Neuromarketing
- Product dynamics and development
- Financial decision-making
Elective Area:
You choose 4 courses from this graduate program or from any ITESO graduate program, depending on your personal project and with guidance from your academic advisor.
- Consumer behavior
- Market intelligence
- Service marketing
- Strategic merchandising
- Branding
- Comprehensive marketing communications
- Logistics and the supply chain
- Content marketing
- Decisive advertising
- Economic environment
- Relational marketing
- Managing interculturalism
- Selected topics in marketing
Research, Development and Innovation Area (final project):
4 mandatory RDI courses.
- RDI 1: Research, Development and Innovation 1 / Defining the topic or problem
- RDI 2: Research, Development and Innovation 2 / Designing the project
- RDI 3: Research, Development and Innovation 3 / Developing the project
- RDI 4: Research, Development and Innovation 4 / Developing and completing the project
Total: 9 courses plus 4 Research, Development and Innovation seminars = 88 credits in two years
following the suggested route.
1st Term
- Two mandatory courses
2nd Term
- Two mandatory courses
- Research, Development and Innovation
3rd Term (Summer)
- One mandatory course
- Elective
- Research, Development and Innovation
4th Term
- Two Elective
- Research, Development and Innovation
Optional 5th Term or 2 Summer *
- Elective
- Research, Development and Innovation
*Options: take an elective course and an RDI course in the fifth term or distribute them over two summers.
You can design your curricular route and strengthen different specialization areas by combining subjects from different ITESO graduate programs.
The courses in this study plan are subject to constant updating, and their order or content could change.
Recognition of Official Validity of Studies (RVOE) as set forth by Ministerial Agreement No. 15018, published in the Official Journal of the Federation on November 29, 1976. Classroom modality.