{"id":2914,"date":"2018-11-23T11:32:06","date_gmt":"2018-11-23T11:32:06","guid":{"rendered":"https:\/\/www.masterdireccioncomercialub.es\/?page_id=2914"},"modified":"2024-06-13T08:49:48","modified_gmt":"2024-06-13T08:49:48","slug":"metodologia","status":"publish","type":"page","link":"https:\/\/www.ub.edu\/mastermarketingbranding\/metodologia","title":{"rendered":"Metodolog\u00eda"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][stm_title title_tag=\u00bbdiv\u00bb title_color=\u00bbcustom\u00bb page_title_enable=\u00bbtrue\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb title=\u00bbMetodolog\u00eda\u00bb][\/stm_title][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/2&#8243;][vc_column_text]<span style=\"font-family: 'Work Sans', sans-serif; font-size: 15px; line-height: 30px;\">El M\u00e1ster de Formaci\u00f3n Permanente en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad de la Universitat de Barcelona ofrece una metodolog\u00eda exclusiva orientada a la participaci\u00f3n de los alumnos. El M\u00e1ster busca cumplir con las expectativas de los estudiantes mediante ejercicios pr\u00e1cticos, visitas a empresas, debates internos y mucho m\u00e1s:<\/span>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/2&#8243;][stm_single_image img_alignment=\u00bbcenter\u00bb img_responsive_enable=\u00bbtrue\u00bb img_id=\u00bb3405&#8243;][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-comment\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbMetodolog\u00eda activa y participativa\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-user\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbRol Playing\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-search2&#8243; icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbSeguimiento mediante tutor\u00edas (individuales y colectivas)\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-tag_flag\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbCasos pr\u00e1cticos (m\u00e9todo Harvard)\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbfa fa-address-card-o\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbVisitas a empresas\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-window\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbDebates y conferencias presenciales y online\u00bb][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column css=\u00bb.vc_custom_1542973901035{padding-left: 50px !important;background-color: #ffffff !important;}\u00bb][stm_icon_box icon_position=\u00bbleft\u00bb icon_color=\u00bbcustom\u00bb icon_fontawesome=\u00bbstm-icon stm-icon-calendar\u00bb icon_size=\u00bb30px\u00bb icon_color_custom=\u00bb#044794&#8243; title=\u00bbElaboraci\u00f3n de un proyecto final (tesina)\u00bb][vc_column_text css=\u00bb.vc_custom_1582721482041{padding-top: 20px !important;padding-left: 0px !important;background-color: #ffffff !important;}\u00bb]<strong><span style=\"line-height: 20px; font-size: 14px; color: #214671;\">Consistente en un Plan de Branding como medio de aplicaci\u00f3n de los conocimientos adquiridos a lo largo del curso. El tema escogido para el desarrollo del Plan de Branding puede ser de la misma empresa d\u00f3nde trabaja el\/la estudiante.<\/span><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column][stm_title title_tag=\u00bbh4&#8243; title_color=\u00bbcustom\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb title=\u00bbCompetencias\u00bb][\/stm_title][vc_row_inner][vc_column_inner width=\u00bb1\/2&#8243;][vc_column_text css=\u00bb.vc_custom_1580751327010{padding-bottom: 30px !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para dise\u00f1ar, optimizar, implementar estrategias y t\u00e9cnicas de marketing y branding adaptadas a los diferentes perfiles de consumidores<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para identificar, analizar y diagnosticar una problem\u00e1tica del \u00e1mbito del branding y el marketing<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Saber posicionar la marca en un plano competitivo <\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para desarrollar un plan de comunicaci\u00f3n con los objetivos de la marca<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Adquirir competencias directivas para gestionar estrategias de marketing y branding<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para mejorar y dirigir equipos de trabajo y proyectos<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad de an\u00e1lisis de la realidad de los procesos de cambio del entorno<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Dise\u00f1o de estrategias de marketing digital, comunicaci\u00f3n, captaci\u00f3n y fidelizaci\u00f3n<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Utilizaci\u00f3n de las tecnolog\u00edas de la informaci\u00f3n<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Aprovechar las experiencias profesionales para mejorar las capacidades de aprendizaje<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Elaboraci\u00f3n y confecci\u00f3n del plan de marketing transversal<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Conocer las claves de la planificaci\u00f3n digital de las marcas y sus estrategias de \u00e9xito<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00bb1\/2&#8243;][vc_column_text css=\u00bb.vc_custom_1601393548540{padding-bottom: 30px !important;}\u00bb]<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"stm-list-3\" style=\"line-height: 20px; font-family: 'Work Sans', sans-serif; font-size: 14px;\">\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para analizar las tendencias de las marcas en el \u00e1mbito comercial<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Desarrollar habilidades para gestionar las fases vinculadas a la definici\u00f3n de marca<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para gestionar oportunidades de las nuevas formas de relaciones de las marcas con el consumidor<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Aplicar metodolog\u00edas de an\u00e1lisis de la informaci\u00f3n<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Gestionar campa\u00f1as de publicidad<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para dise\u00f1ar estrategias de posicionamiento de mercado<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para definir estrategias de social media marketing<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">Capacidad para cuantificar y parametrizar la informaci\u00f3n<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row equal_height=\u00bbyes\u00bb][vc_column][stm_title title_tag=\u00bbh4&#8243; title_color=\u00bbcustom\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb title=\u00bbSistemas de evaluaci\u00f3n\u00bb][\/stm_title][vc_column_text css=\u00bb.vc_custom_1583961929525{padding-bottom: 30px !important;}\u00bb]<span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">El curso se basar\u00e1 en un 80% de asistencia a las horas programadas como requerimiento previo para poder ser evaluado con los siguientes criterios:<\/span><\/p>\n<ul>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">El 70% de la nota final se obtendr\u00e1 de la participaci\u00f3n en los casos pr\u00e1cticos y la superaci\u00f3n de las pruebas correspondientes en cada uno de los M\u00f3dulos del Plan Docente.<\/span><\/li>\n<li><span style=\"display: block; letter-spacing: -0.20px; line-height: 26px; font-family: 'Work Sans', sans-serif; font-size: 15px;\">El 30% restante de la calificaci\u00f3n es el TFM.<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][stm_title title_tag=\u00bbdiv\u00bb title_color=\u00bbcustom\u00bb page_title_enable=\u00bbtrue\u00bb title_font_size=\u00bb36px\u00bb title_line_height=\u00bb54px\u00bb title_color_custom=\u00bb#000000&#8243; title_margin_b=\u00bb21px\u00bb title_margin_t=\u00bb17px\u00bb title=\u00bbMetodolog\u00eda\u00bb][\/stm_title][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/2&#8243;][vc_column_text]El M\u00e1ster de Formaci\u00f3n Permanente en Direcci\u00f3n de Marketing, Branding, Entorno Digital y Sostenibilidad de la Universitat de Barcelona ofrece una metodolog\u00eda exclusiva orientada a la participaci\u00f3n de los alumnos. El M\u00e1ster busca cumplir con las expectativas de los estudiantes mediante ejercicios pr\u00e1cticos, visitas a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2914","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Metodolog\u00eda | M\u00e1ster Direcci\u00f3n de Marketing y Branding | UB<\/title>\n<meta name=\"description\" content=\"El M\u00e1ster ofrece una metodolog\u00eda \u00fanica orientada a la participaci\u00f3n de sus alumnos para cumplir con las expectativas de los estudiantes. \u00a1Descubre m\u00e1s!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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