The Faculty of Economics, Business and Tourism, aware of the need to provide increasingly specialized education and aligned with the continuous updating of its academic offer, offers the Master’s Degree in Marketing and Digital Strategies, adapted to current market needs. This new degree is a substantial modification of the Master’s Degree in Marketing and International Trade (MUMCI – Plan 51), which was offered until the 2025–2026 academic year.
The aim of the Master’s program is to provide high-level academic training to those who wish to enhance their knowledge in this professional field, as well as to equip professionals who hold or aspire to hold positions of responsibility in the commercial and marketing areas of companies.
The curriculum of this Master’s program comprises a total of 60 compulsory credits, of which 9 correspond to External Internships and 6 to the Master’s Thesis.
The minimum number of ECTS credits per student and per academic period is established in accordance with the Academic Progress and Permanence Regulations for official degrees at the University of Las Palmas de Gran Canaria, which define full-time and part-time enrolment modalities.
Full-time students, under the standard dedication regime at ULPGC, must enroll in the total number of ECTS credits for the first year and, from the second enrolment onwards, must register for between 48 and 60 ECTS credits. Part-time students, on the other hand, must enroll in 30 ECTS credits in
the first year and, from the second enrolment onwards, in between 24 and 30 ECTS credits. Students may request modifications to these limits from the Building Administration within the established deadlines and in accordance with the conditions set out in the regulations.
The language of instruction throughout the program is primarily Spanish, although one course includes sessions delivered in English. For admission to the program, students must demonstrate a foreign language (English) proficiency equivalent to level B1 of the Common European Framework of Reference for Languages (CEFR).
Note: The information contained in the “Information for Students” section—regarding schedules, exam timetables, the academic calendar, etc.—corresponds to the master’s program currently being offered (MUNCI) and must be available to the students enrolled in it during this academic year. This information will be updated shortly with the information from MUMED.
Information for the student
Profile, requirements, outings, and enrollment
The entry profile of students is defined by the multidisciplinary and transdisciplinary nature of this Master’s Degree in Marketing and Digital Strategies, as reflected in the wide range of fields linked to our program.
Accordingly, graduates from areas such as business, marketing, market research, communication sciences, advertising, public relations, economics, tourism, engineering, and computer science, as well as other officially recognized higher education fields in Spain, may apply.
In addition, applicants must demonstrate a clear interest in deepening their knowledge of marketing and digital strategies, as well as an open mindset toward multidisciplinary and teamwork-based approaches.
The program is aimed at university graduates from any discipline. However, those from faculties of economics and business, engineering schools, and faculties of social sciences are more likely to find that this Master’s program meets their educational aspirations.
This Master’s program requires compliance with the prior qualification and training requirements established in Royal Decree 822/2021, Article 18, “Access and Admission to Official University Master’s Programs.” Some of its most relevant provisions are as follows:
Holding an official Spanish Bachelor’s degree (Grado) or an equivalent qualification is a requirement for access to a University Master’s program. Alternatively, applicants may hold another Master’s degree or qualifications at the same level as a Spanish Bachelor’s or Master’s degree issued by universities and higher education institutions within the European Higher Education Area (EHEA), provided that such qualifications grant access to Master’s studies in the country where they were awarded.
Likewise, applicants holding qualifications from education systems outside the EHEA may access a Spanish University Master’s program if their degree is equivalent to a Bachelor’s degree. In such cases, formal recognition (homologation) of the degree is not required, but the university must verify the level of training it represents, and the qualification must grant access to postgraduate studies in the country of origin. Access through this route does not, under any circumstances, imply official recognition of the prior degree for purposes other than undertaking the Master’s studies.
Universities or faculties shall regulate admission to Master’s programs by establishing specific requirements and, where appropriate, bridging or supplementary training, the credit load of which may not exceed 20% of the total credits of the program. These supplementary credits will be considered equivalent to the remaining credits in the Master’s curriculum.
Universities shall reserve at least 5% of the places offered in official Master’s programs for students with a recognized disability of 33% or higher, as well as for students with permanent educational support needs associated with disability, who require specific resources and support in their previous studies to ensure full educational inclusion.
Degrees granting direct access to the MUMED are offered in the following fields: business, marketing, market research, communication, advertising, public relations, economics, tourism, engineering, and computer science.
However, applicants may also be directly admitted if they (1) hold other university degrees and can demonstrate at least 6 ECTS credits in business management/economics and a minimum of 12 ECTS credits in quantitative subjects (statistics, applied mathematics, data analysis, market research, etc.), or (2) have two or more years of professional experience in business and marketing, or in any of the graduate profiles specified in this program description.
Finally, for applicants who do not meet the established admission requirements, supplementary training may be assigned of up to 6 ECTS credits in business management and/or economics and/or up to 6 ECTS credits in quantitative subjects, depending on the applicant’s previous degree.
Language requirements
Regarding English proficiency, applicants must hold at least a B1 level according to the Common European Framework of Reference for Languages (CEFR), in line with Order 3858/2007. Additionally, students from non-Spanish-speaking countries must demonstrate at least a B2 level of Spanish, the program's language of instruction.
Selection criteria for admission
The MUMED requires compliance with the established academic and training prerequisites. If the number of applicants exceeds the number of available places, a selection process will be conducted based on the following criteria:
(1) Entry qualification (60 points).
Degrees in business, marketing, market research, communication sciences, advertising, public relations, economics, tourism, computer science, and engineering will receive a score between 8 and 10; other degrees related to the social sciences will receive between 5 and 7 points; and all other degrees will receive 4 points or fewer.
(2) Academic record (20 points).
This corresponds to the average grade obtained in the qualification used for admission, as stated in the official academic transcript.
(3) Specific prior academic training, other than the entry qualification (10 points).
The score in this section (0–10) will depend on the number, duration, and type of additional training included in the applicant’s curriculum vitae.
(4) Professional experience related to the Master’s profile (10 points).
The score in this section (0–10) will depend on the positions held and their duration, as indicated in the applicant’s curriculum vitae.
Total possible score: 100 points.
The graduate profile of the proposed Master’s program is that of a marketing professional capable of generating value for the organizations they join after graduation. In this regard, graduates of this program can contribute their knowledge and skills across a wide range of roles, leading to numerous and diverse career opportunities.
Some examples are listed below:
(1) Marketing Director: responsible for planning, implementing, and overseeing a company’s marketing strategies to promote its products or services.
(2) Digital Marketing Manager: responsible for the company’s digital strategy, analyzing trends and competitors, and making strategic decisions.
(3) Digital Marketing Consultant: advises companies on the implementation of digital marketing strategies.
(4) Community Manager: manages the company’s presence on social media and communication with the online community.
(5) Social Media Manager: plans, executes, and monitors social media strategies.
(6) Data Analyst and Market Research Analyst: collect, analyze, and interpret market and consumer data to generate insights for decision-making.
(7) SEO/SEM Specialist: optimizes online visibility through SEO and SEM techniques.
(8) Product Manager: responsible for the development and management of the portfolio of current and new products and services.
(9) Brand Manager: responsible for brand management and development.
(10) Communications Manager: responsible for designing, implementing, and monitoring the company’s commercial communication strategies.
(11) Account Director in an Advertising Agency: manages client relationships, understands their needs, and coordinates advertising campaigns.
(12) Digital Strategy Manager in an Advertising Agency: develops and executes digital marketing strategies, including SEO, SEM, social media, and online advertising.
(13) Project Manager in an Advertising Agency: coordinates and oversees advertising projects, ensuring deadlines and objectives are met.
(14) Media Planner in an Advertising Agency: designs and executes media buying strategies to maximize the impact of advertising campaigns.
(15) Neuromarketing Specialist: applies neuromarketing techniques to optimize marketing strategies.
(16) Sales and Distribution Channel Manager: responsible for managing the sales force and relationships with distributors.
(17) International Marketing Specialist: responsible for developing marketing strategies for international markets.
External practices
External practices
The training and learning objectives of the External Practices subject are:
- Get to know a company or public or private institution.
- Promote students' employability and the links between the economic environment and the Faculty of Economics, Business, and Tourism of the ULPGC.
- Develop, promote, and apply the skills and knowledge highlighted in the degree profile.
List of Agreements Signed by the ULPGC
The list of agreements can be found at the following link
Documentation
- PEX-D-02. Guía del estudiante sobre prácticas externas
- Calendario
- PEX-D-MUMCI-00. Perfil tareas prácticas
- PEX-00-MUMCI Cuestionario previo
Assignment of groups to academic tutors
More information
Vice Dean of External Internships
The rules governing the external internships carried out in the degree are included in the ULPGC External Internship Regulation and the FEET Internship Training Project (both documents can be consulted in the Rules and Regulations section).
Teaching projects, justification, objectives and results
This degree is a substantial modification of the Master’s Degree in Marketing and International Trade (MUMCI – Plan 51), offered from the 2014–2015 academic year to 2025–2026, and it is aligned with Annex II of Royal Decree 822/2021. Its origins lie in the specializations in Marketing Management and International Business Management at ULPGC, as well as in the university’s own Master’s program in Marketing Management, delivered between 2004 and 2012. The new version, MUMED, places greater emphasis on digital marketing, the handling of large volumes of data, and external internships.
MUMED responds to the growing demand for qualified professionals in a competitive and globalized environment, capable of performing management and leadership tasks in marketing, with mastery of both qualitative and quantitative techniques, and able to face challenges and propose innovative solutions.
The aim of MUMED is for university graduates—particularly those from business, tourism, economics, or engineering—to acquire specialized training in marketing and to develop advanced competencies to address complex commercial management situations with scientific rigor and critical thinking, supported by a faculty with strong academic and research credentials.
The curriculum offers a broad and specialized perspective on the design, implementation, and control of commercial decisions. It is complemented by internships in companies and public and private institutions (9 ECTS credits), as well as a Master’s Thesis (6 ECTS credits) to deepen knowledge in specific areas of marketing.
The importance of marketing is reflected in its impact on economic development and competitiveness, commercial structure, bargaining power, the efficiency of distribution channels, consumer protection, the adoption of innovations, the relationship between media and consumers, service quality, and its influence across the public, private, and third sectors.
Furthermore, marketing evolves alongside technological trends and changes in consumer behavior and has become firmly established as a data-driven discipline. Therefore, it is essential to master analytical tools to interpret large datasets, anticipate trends, and adapt strategies to changing demands.
MUMED is supported by the College of Economists of Las Palmas, COTIME, AEMARK, and several leading companies in the sector in the Canary Islands.
The main objective of MUMED is to train highly qualified marketing professionals capable of making decisions in a global and competitive environment. The program is designed to develop advanced marketing competencies, promoting a strategic vision and analytical capacity that contribute to the success and sustainability of organizations.
Specific Objectives of MUMED
- To orient training toward a comprehensive, strategic understanding of marketing across offline and online environments, promoting a critical, ethical, and sustainable perspective that also fosters inclusion and gender equality in marketing strategies and communications.
- To foster a managerial and leadership mindset based on innovation, social responsibility, and informed strategic decision-making in national and international contexts.
- To promote the development of an analytical, scientific perspective on marketing, enabling students to interpret market phenomena and consumer behavior from interdisciplinary and technological standpoints.
- To consolidate advanced training in offline and online marketing and strategic communication, integrating traditional media and digital platforms to create differentiated value and enhance business competitiveness.
- To encourage creative and innovative thinking in the design of marketing strategies and to stimulate the incorporation of emerging technologies and disruptive methodologies into business decision-making.
- To promote training oriented toward research and the generation of applied knowledge in marketing and digital strategies.
- To guide training toward a deep understanding of the impact of digital transformation, globalization, and sustainability on modern marketing practices, and strengthen adaptability to dynamic and changing environments.
- To promote a holistic and sustainable vision of international marketing, fostering intercultural understanding and the ethical and responsible management of communication and commercialization in global environments.
- To consolidate rigorous training in the responsible and secure analysis of data, promoting the ethical use of market intelligence and compliance with legal regulations on data protection, trademarks, and fair competition.
- To contribute to prevention, awareness, and education regarding sexual violence, encouraging reflection on the impact of gender stereotypes in communication and marketing strategies, in line with fundamental rights such as freedom, physical and moral integrity, equality, and human dignity.
Learning Outcomes
Knowledge
CON1. Understand different market research methodologies: qualitative, quantitative, and neuromarketing techniques, promoting critical thinking and ethical, transparent decision-making based on democratic principles.
CON2. Understand consumer behavior models that focus on consumer needs and desires, as well as internal and external influencing factors, respect social and cultural diversity and equal treatment, and include competitive analysis tools.
CON3. Select predictive analytics and market intelligence tools to anticipate trends and identify business opportunities, applying ethical and social responsibility.
CON4. Understand the fundamentals of neuromarketing and its applications for analyzing consumer behavior, while respecting human dignity and promoting informed, ethical decision-making.
CON5. Identify digital marketing strategies that maximize online visibility and positioning, optimize social media use, and effectively leverage influencers, while adhering to ethical principles and respecting diversity and equality.
CON6. Understand the elements of integrated marketing communications to design, implement, and evaluate campaigns while preserving diversity, equality, and inclusion.
CON7. Understand the fundamentals of trade marketing and logistics to define strategies that optimize manufacturer–distributor relationships with fairness and shared responsibility.
CON8. Identify sales force management strategies that maximize commercial performance while ensuring employee satisfaction and respect for labor rights.
CON9. Understand European and Spanish regulations on data protection, trademarks, designs, competition, equality, and dispute resolution, upholding fundamental rights and legality.
CON10. Identify internationalization strategies, analyze global opportunities, and adapt marketing mix strategies for global markets that prioritize sustainability, diversity, and non-discrimination.
CON11. Understand advanced marketing technologies such as IoT, mobile marketing, immersive marketing, generative AI, and augmented marketing, and apply ethical and social responsibility principles.
CON12. Understand relationship marketing principles and customer loyalty techniques, including CRM management, promoting trust and inclusion.
CON13. Understand the potential of data science and machine learning in defining and analyzing marketing strategies with ethical responsibility and data protection.
CON14. Understand decision theory and process modeling fundamentals that support advanced tools for responsible, ethical, and transparent decision-making.
Skills
HA1. Assume leadership roles and make strategic marketing decisions, fostering equity, shared responsibility, and democratic leadership.
HA2. Design and conduct market research using various methodologies, ensuring ethical responsibility and data protection.
HA3. Develop innovative solutions grounded in consumer behavior and competitive analysis, while respecting creativity and plural dialogue.
HA4. Apply optimization techniques to marketing decisions with transparency and social responsibility.
HA5. Design and implement effective digital marketing campaigns that respect plurality, ethics, and communicative inclusion.
HA6. Manage advertising campaigns and measure their effectiveness, ensuring transparency and fairness.
HA7. Optimize relationships and logistics in traditional and online sales with fairness, ethics, and shared responsibility.
HA8. Manage customer relationships and optimize Customer Lifetime Value (CLV), promoting inclusion and respect for diversity.
HA9. Apply marketing-related legislation correctly, respecting fundamental rights and ensuring legal compliance.
HA10. Identify strategies adapted to global markets that are intercultural and non-discriminatory.
HA11. Use digital tools and emerging technologies to improve business efficiency and data-driven decision-making with ethical responsibility and data protection.
HA12. Implement innovative technologies in the design and evaluation of marketing strategies with a focus on sustainability and ethical responsibility.
HA13. Use data analysis and machine learning to define and evaluate marketing strategies with ethical responsibility and data protection.
HA14. Present and defend marketing-related topics both orally and in writing, respecting plurality and diversity of opinions.
HA15. Apply information and communication technologies in professional practice and marketing learning with critical thinking and ethical responsibility.
Competencies
COM1. Analyze, synthesize, and organize large volumes of information for marketing decision-making with critical thinking, ethics, and transparency.
COM2. Make decisions and solve complex marketing problems through ethical and participatory processes.
COM3. Work in teams on marketing projects, assuming democratic commitments and responsibilities to achieve common goals.
COM4. Critically and self-critically argue marketing decisions and strategies, respecting pluralism and freedom of expression.
COM5. Defend professional viewpoints while appreciating other perspectives, promoting dialogue and tolerance.
COM6. Anticipate and adapt to market and competitive changes with a sustainable and resilient vision.
COM7. Engage in autonomous learning to update marketing knowledge and competencies with critical thinking and ethics.
COM8. Produce advisory reports and draft projects on business and market situations with transparency and rigor.
COM9. Extract relevant marketing insights from data, respecting data protection and personal privacy.
COM10. Transform theoretical academic knowledge into practical professional competencies with ethical and social responsibility.
COM11. Promote gender equality and the prevention of sexual violence in marketing and digital communication, fostering safe, inclusive, and respectful professional environments and ethical leadership.
COM12. Identify and analyze gender stereotypes in marketing and communication strategies, and apply an ethical, inclusive approach to avoid discrimination and promote diversity.
The need to establish a plan that enables improvement actions in teaching justifies calculating and analyzing indicators that reflect the program's success or failure rates, taking into account students' progression through the degree.
The indicators proposed for MUMED are described below:
GRADUATION RATE: Its purpose is to assess the effectiveness of the program in terms of students’ academic achievement. It is calculated by dividing the total number of students who graduate within the standard program duration or within one additional academic year by the number of students in their entry cohort.
DROPOUT RATE: This is calculated by dividing the total number of students who drop out during the program's expected duration or within one additional academic year by the number of students in the entry cohort. It is a complementary indicator to the graduation rate. This indicator has been calculated for students who enrolled in the Master’s Thesis, as historical data show that most students complete the taught phase, and the few dropouts tend to occur during the Master’s Thesis phase.
EFFICIENCY RATE: It aims to provide information on the efficiency of the academic training process and depends on the extent to which students repeat enrolments. It is calculated by dividing the total number of credits in the curriculum by the total number of credits the group of graduates from a given academic year had to enroll in.
In the MUMED proposal, the following expected outcomes are initially estimated:
* Graduation rate: around 65%
* Dropout rate: below 20%
* Efficiency rate: 90%
It will be necessary to review the projected values of these indicators to establish realistic targets, based on historical data and implemented improvements, to increase graduation and efficiency rates and reduce the dropout rate.
ULPGC faculties analyze and take into account the outcomes of the educational process. To this end, they establish procedures to ensure the measurement, analysis, and application of results related to learning outcomes, employability, and stakeholder satisfaction.
See all the Official FEET Studies