Master’s Degree in Business Administration

This course serves as an introduction to data-driven governance. Business Intelligence strategies are contextualized within decision-support systems, showing how increased data availability and comprehensive use advance ERP systems, becoming essential to competitive strategy. Students learn the fundamentals of information systems, including key elements for ERP design and implementation, from architecture to software options. The course concludes with an analysis of risks associated with data-driven governance and ethical considerations in designing and implementing data-centric management strategies.

Globalization presents both challenges and opportunities, including the need for a more balanced and sustainable global economic model. Digitalization enhances globalization and is essential even for locally operating companies. This course covers the basics of international business from a digital perspective, identifying necessary adjustments to ensure sustainable operations. Students analyze global and local business contexts, review the history of the digital era, assess its organizational impact, and explore innovation as a source of differentiation. Challenges of digitalization and innovative business models are also examined.

This course provides a comprehensive view of financial markets, their functioning, risk levels, and expected returns. It examines market activities, assets, major participants in fixed-income and equity markets, and the use of derivatives in corporate financial management. International dynamics are analyzed, including borderless business practices and economic growth imperatives. The course also covers crisis management, mergers, integration, expansion, internationalization, and emerging political-economic areas critical to the current global economic landscape.

This course equips students with essential tools for strategic and operational marketing, focusing on data collection and analysis for business decision-making. It introduces the fundamentals for planning a complete digital marketing and communication strategy, outlining sequential stages to achieve defined objectives. The course covers all phases of a digital marketing plan, providing a framework that connects strategy with operational execution.

This course covers IT and database fundamentals essential for understanding business intelligence solutions. Students learn technological principles and technical language to collaborate effectively with specialists and project teams. The curriculum is divided into two main modules: technology infrastructure (hardware platforms, operating systems, enterprise applications, local/global/wireless networks, network security, and cloud computing) and databases (objectives, functionality, architecture, and models), providing a solid foundation for managing and analyzing business information.

This course provides a comprehensive introduction to data science applied to business. The first module covers methodologies and project lifecycle stages, offering a conceptual framework for data-driven science. The second module focuses on technical skills, including data analysis and modeling, key machine learning concepts and techniques, and the application of NLP for analyzing unstructured data from text and other complex sources.

This course develops data visualization principles and techniques to understand information through graphical representation and communicate insights effectively within organizations. Students learn effective visualization strategies, extract relevant information, and select appropriate graphical formats. Innovative visualization tools are explored, including dashboard creation and storytelling techniques to facilitate clear and persuasive data communication.

This course provides essential tools for both strategic and operational marketing management, with a focus on gathering and analyzing information to support business decisions. It serves as a foundation for comprehensive digital marketing and communication strategy planning, outlining sequential steps to achieve defined objectives. The course covers all phases of a marketing plan, clarifying the concept of marketing, differentiating between strategic and operational marketing, and placing digital marketing within the broader context of integrated online and offline actions.

This course focuses on customer-oriented marketing intelligence, covering the entire process from gathering customer data to its strategic application. Topics include strategic customer segmentation, investment prioritization, advanced segmentation methods, metrics, and learning processes to optimize targeting. Students analyze the customer lifecycle, customer value, and future profitability (Customer Lifetime Value), and learn how to incorporate this information into marketing plans. The course also examines RFM (Recency–Frequency–Monetary) models, methodologies for identifying optimal business actions, and processes for measuring results at both strategic and tactical levels. Additionally, it addresses the development of predictive models and their benefits for marketing strategy.

This course introduces Web 2.0 tools for developing new channels of communication and interaction between businesses and customers. Key topics include social media strategy, integrating networks into business objectives, achieving measurable outcomes, and evaluating performance. Students study leisure and professional social networks, communities of practice, and social media formats such as blogs, content syndication, and podcasts. Platform-specific strategies are also covered, including Facebook for promotions and advertising, X for advertising formats and amplification, LinkedIn for networking and specialized advertising, and visual platforms like YouTube for promotional purposes. Special emphasis is placed on measuring social media results and calculating ROI.

The treasury department manages the company’s cash inflows and outflows, enabling effective financial planning. Complexity varies by organization size, international presence, and sector. This course focuses on mastering cash management, a key component of building financial capabilities within the organization.

This course focuses on evaluating strategic investment projects with long-term impact, including fixed-asset acquisitions and current asset investments. Students study criteria and methodologies to determine investment feasibility and profitability within a strategic framework.

This course explores a company’s financial structure in depth, interpreting internal and external information to provide continuous financial diagnostics. Students examine the impact of financial decisions on strategic objectives and learn criteria for making investment and financing decisions in dynamic, competitive, and uncertain environments.