Objectives and competences
This master's degree offered by the Faculty of Economics and Business of the University of Barcelona is a unique course that combines training in retail, e-commerce and the consumer experience. Some of the most prominent organizations in the sector collaborate in the course, including the AECOC, Comertia, SEAT-Volkswagen, Danone, Revlon-Elizabeth Arden, CaixaBank, Nestlé, Pepsico, Kantar, Mars or Veritas. It addresses the needs detected in the sector in general as well as the specific needs of selected companies.
Basic information
| Type | Postgraduate courses |
|---|---|
| Certificate | Lifelong learning master's degree certificate |
| Faculty or school | Facultat d'Economia i Empresa |
| Branch of knowledge |
|
| Mode of delivery | Face-to-face |
| Credits | 60 |
| Length of course | 1 academic year |
| Language(s) of instruction | Spanish |
| Enrolment fee | First year: 6.450,00 € An increase of 10% is applied to the price, up to a maximum of € 70, as administration fee |
| In-company placement(s) | Yes, extracurricular |
| Start of teaching period | 16/10/2025 |
| End of teaching period | 04/09/2026 |
| fjarroyo@ub.edu | |
| Master's degree course homepage | https://www.ub.edu/mastercustomerexperience |
| Managment | Arroyo Cañada, Francisco Javier |
| Open pre-enrolment | Yes |
| Lead to doctoral studies | No |
| Admission for applicants not holding a degree qualification | Sí, amb crèdits pendents (10% o menys) |
Objectives and competences
Objectives
- To master each of the links in the value chain that influence decision-making in relation to e-commerce and retail sales and purchasing.
- To master techniques for understanding consumers and the purchase/consumption process.
- To learn how to write a strategic plan with the three areas of interest in mind: e-commerce, retail sales and purchasing and the customer experience.
- To develop a customer roadmap to understand the archetype of the ideal customer.
- To study in detail how to manage a point of sale.
- To be able to devise marketing strategies for distribution channels and for the sales team.
- To gain an understanding of neuromarketing.
Access and admission
Applicant profile and access requirements
Recommended applicant profile
- Degree and diploma holders.- Holders of pre-EHEA degrees.
- Individuals without a university qualification who can provide evidence of at least three years of professional experience.
Access requirements and conditions
The course is also open to students with no prior university education, who will acquire the same knowledge and skills and receive a specific qualification for their learner group. Information on the access requirements and other conditions can be obtained from the course directors.Pre-enrolment
Calendar
04/02/2025 30/09/2025Contact us
Classes
| Address | Facultat d'Econonomia i Empresa Avda. Diagonal 690-696 08034 - Barcelona España |
|---|---|
| Email address | fjarroyo@ub.edu |
| Webpage | https://www.ub.edu/mastercustomerexperience |
| Telephone | 934035742 |
| Observations | Monday to Thursday, from 6.30 to 9.30 p.m. |
Further information
| Address | Xavier Arroyo Avda Diagonal 690 Despatx 2324 08034 - Barcelona España |
|---|---|
| Email address | fjarroyo@ub.edu |
| Webpage | https://www.ub.edu/mastercustomerexperience |
| Telephone | 934035742 |
| Observations | Monday to Thursday, from 4 to 9 p.m. |