University Master’s in Integrated Business Management in Barcelona

The module explores the interrelationship between corporate governance and business strategy as pillars of organisational sustainability and success. Through the analysis of governance frameworks, international models and real-world cases, students understand how decision-making structures, transparency and corporate ethics influence the formulation and implementation of business strategies. The module covers key topics such as risk management, social responsibility, digital transformation and the Sustainable Development Goals, combining theory and practice through case studies and applied projects. With a critical, global perspective, the module equips students to design strategies aligned with good governance, build stakeholder trust and promote ethical, responsible and innovative leadership in complex business contexts.

The module explores the challenges of leadership and team management in the context of digital transformation, equipping students to lead organisations with strategic vision, ethical judgement and adaptability. Through the analysis of leadership styles, emotional intelligence and change management, it strengthens the ability to lead in hybrid, in-person and virtual environments. The module examines the management of high-performing teams, data-driven decision-making and the use of technological tools that drive innovation and efficiency. It also promotes the integration of the Sustainable Development Goals through ethical, inclusive leadership committed to continuous improvement. Through active methodologies and case studies, students develop the skills to lead organisational change and manage people in scenarios of global and digital transformation.

This module examines the international legal and tax framework governing business transactions in a globalised environment, addressing the interaction between national, European and international rules and their impact on economic activity. Through the study of treaties, custom, principles and supranational legislation, students gain a critical understanding of the legal instruments that underpin international trade and the emerging regulatory challenges linked to digitalisation, artificial intelligence and cryptoassets. The module combines international law theory with legal practice through case analyses, simulations and research projects, promoting the development of ethical, analytical and dispute-resolution competencies. In line with the Sustainable Development Goals, it encourages a responsible view of law as a driver of innovation, justice and sustainability in the global economy.

This module provides a comprehensive understanding of corporate finance in an international context, covering both the theoretical foundations and the practical applications that underpin strategic financial decision-making. The programme combines financial statement analysis, financial planning, capital management and investment appraisal with the study of international markets, financial instruments and funding strategies. Through active methodologies based on cases, projects and simulations, students develop the competencies to design financial plans, manage risk and optimise resources in globalised environments. The module promotes a critical, sustainable approach to financial management, integrating technological innovation and the principles of corporate governance and social responsibility as essential pillars of modern business management.

This module provides the essential knowledge and tools to design, carry out and interpret market research, combining quantitative and qualitative analysis techniques with an applied approach to strategic decision-making. Through the study of consumer behaviour, segmentation, positioning and marketing strategies, students learn to turn data into actionable insight for business management. The programme develops the ability to analyse markets, identify opportunities and create competitive advantage using digital tools such as Excel and Google Sheets. With a practical methodology based on real-world cases and collaborative projects, this module strengthens data-driven decision-making and understanding of markets in the digital era, aligning with the principles of ethics, sustainability and innovation that underpin the master’s.

This module combines experiential learning and strategic simulation to develop leadership competencies in marketing, market analysis and business decision-making. Through the use of the Markstrat simulator, students face competitive scenarios that replicate real market conditions, making decisions on segmentation, positioning, pricing, innovation and communications. The programme strengthens the ability to lead teams, manage resources and formulate sustainable strategies, integrating digital tools and ethical principles into marketing management. With a practical, collaborative approach, the module fosters adaptability, critical thinking and innovation, preparing students to take on leadership responsibilities in dynamic environments. The module contributes to the achievement of Sustainable Development Goals 4, 8, 9 and 12, promoting responsible leadership and a business mindset focused on sustainable growth.

The Master’s Final Project (TFM) is the academic culmination of the programme and enables students to integrate and apply the knowledge gained throughout the master’s. Under the supervision of a tutor, students develop an individual project that may take different forms—a literature-based study, innovation project, entrepreneurship initiative or professional project—demonstrating their ability to analyse, plan and implement business strategies with methodological rigour. The process promotes autonomy, ethical practice and alignment with the Sustainable Development Goals, through the preparation, defence and public presentation of the work before an academic panel. With a workload of 6 ECTS credits, the TFM strengthens competencies in critical thinking, leadership and professional communication, consolidating students’ holistic development as future managers or researchers in global business management.

The master’s offers three specialisation pathways that allow students to tailor their studies towards key areas of business management. The Marketing specialisation develops competencies in digital strategy, branding and global communications. The Business Development in International Environments pathway focuses on global management, entrepreneurship and leading international business. Meanwhile, the Human Resources specialisation addresses talent management, leadership and organisational transformation. Each pathway combines academic rigour, practical insight and innovation, offering training that is adaptable to the demands of today’s business environment.

This module analyses the emerging trends transforming contemporary marketing, integrating technological innovation, artificial intelligence and evolving consumer behaviours. Through case studies, practical projects and digital strategies, students develop the ability to design creative, ethical and results-driven campaigns in dynamic environments. Topics include neuromarketing, transmedia communication, influencer marketing and sustainability, encouraging a critical, responsible view of business impact on society. With an applied, collaborative approach, the module strengthens adaptability, strategic thinking and the use of digital tools to lead marketing transformation in line with the Sustainable Development Goals.

This module provides a comprehensive overview of digital operations management, addressing the legal, ethical and strategic dimensions that shape business activity in the digital environment. The programme explores data protection, privacy, intellectual property and the regulation of digital markets, equipping students to design operational strategies that are secure, efficient and sustainable. Through case analysis and practical workshops, students learn to identify risks, apply regulations and lead digital projects aligned with compliance principles and social responsibility. The module promotes ethical, digitally competent leadership capable of integrating innovation, technology and governance to optimise contemporary business processes.

This module provides a practical understanding of strategic commercial management, integrating sales planning, customer management and the leadership of high-performing teams. Students learn to design business plans, optimise commercial processes and use CRM tools to enhance customer experience and business profitability. The programme covers negotiation, sales team leadership, sales funnel management and the integration of the Sustainable Development Goals (SDGs) into business strategies. Through case studies, simulations and collaborative projects, students develop skills in data analysis, communication and ethical decision-making. The module promotes a holistic, sustainable approach to commercial leadership, combining innovation, leadership and social responsibility in a global, digital environment.

This module provides comprehensive training in the design and implementation of digital marketing strategies, combining theoretical foundations with practical projects applied to real business environments. Students learn to analyse the market, set SMART objectives, segment audiences and develop value propositions that drive organisational growth and competitiveness. The programme covers the management of owned, earned and paid channels, optimisation of conversion funnels and SEO strategies, and the development of data-led, results-focused marketing plans. Through active learning methodologies and a final project applied to a start-up, students build competencies in strategic planning, metrics analysis and digital communication, integrating the Sustainable Development Goals into contemporary marketing practice.

This module provides a comprehensive overview of strategic and specialist branding, focusing on the creation, management and strengthening of brands in B2C and B2B markets. Students learn to design 360º brand strategies that integrate visual identity, positioning, communications and corporate reputation, aligning marketing objectives with the organisation’s overall business strategy. The programme combines the study of brand equity, brand architecture, integrated communications and corporate social responsibility, with a practical approach based on projects and international case studies. It also covers the management of digital branding, technological innovation and brand protection in contexts of change and crisis. Using a collaborative, applied methodology, the module strengthens the ability to build strong, coherent and sustainable brands that generate value and trust across different audiences.

In international environments where uncertainty, cultural diversity and constant change coexist, a strategic perspective is developed to understand how organisations compete and grow, connecting corporate vision with executable business decisions. Likewise, we work on translating strategy into plans and alignment frameworks—such as OGSM and Business Model Canvas—to coordinate objectives across headquarters, regions, and local markets, driving consistent execution and accountability. On the other hand, the brand is approached as a strategic asset, delving into market definition, the identification of unmet needs and the construction of value propositions and differentiating positioning that maintain global consistency without losing local relevance. In practical terms, the learning process integrates case studies and decision-making exercises to strengthen managerial judgement, persuasive communication and the ability to influence matrix structures, guiding clear recommendations from analysis to action in contexts of international commercial management.

In a global context marked by volatility and uncertainty, the course delves into the identification, measurement and management of the main international financial risks, from those linked to interest rates and exchange rates to credit, liquidity and operational risks. It also trains students in approaches to risk analysis and mitigation using qualitative and quantitative criteria, with a special focus on evidence-based decision-making, forecasting and scenario planning in VUCA environments. Furthermore, the fundamentals of portfolio and investment management are consolidated through diversification, optimal asset selection and hedging strategies, incorporating frameworks such as real options theory. In practical terms, learning is structured around case studies and applied projects that strengthen analytical, communication and solution design skills for international organisations and markets.

In an international scenario marked by geopolitical changes, globalisation and digitalisation, we analyse how the global economy influences business decisions and opens up opportunities for judicious entrepreneurship in different markets. It also delves into the frameworks of global governance and the fundamentals of international law—actors, jurisdictions, enforcement and soft law—to interpret the rules of the game, risks and obligations in cross-border environments. Furthermore, it addresses entrepreneurial models and their strategic challenges, incorporating the assessment of cultural, political and institutional risks and the design of realistic and measurable action plans. In a practical way, marketing, digital economy and entrepreneurial finance —financing, taxation and management of tangible and intangible assets— are integrated to build a viable international business plan, reinforcing analysis, communication and collaborative work skills geared towards professional impact.

With a global and results-oriented perspective, the fundamentals and trends of international digital marketing and its impact on brand building, customer relations and intercultural communication are explored. Students develop skills in market research, audience segmentation and buyer persona design, integrating competitive analysis tools and cultural sensitivity into decision-making. They also learn to plan multi-channel campaigns with a focus on international SEO, content, paid media and automation, incorporating experimentation and performance optimisation techniques. On the other hand, platform management, CRM, and customer experiences are reinforced through journey design, loyalty strategies, and the use of metrics and KPIs (CAC, LTV, ROI) to build dashboards and improve data-driven decisions. Across the board, a focus on ethics, privacy and digital responsibility is integrated, aligned with regulatory frameworks and sustainability objectives, culminating in an applied international digital strategy project carried out as a team.

The information for this module is currently being updated. We apologise for any inconvenience and thank you for your understanding while we work to provide revised, up-to-date content.

The information for this module is currently being updated. We apologise for any inconvenience and thank you for your understanding while we work to provide revised, up-to-date content.

The information for this module is currently being updated. We apologise for any inconvenience and thank you for your understanding while we work to provide revised, up-to-date content.

The information for this module is currently being updated. We apologise for any inconvenience and thank you for your understanding while we work to provide revised, up-to-date content.

The information for this module is currently being updated. We apologise for any inconvenience and thank you for your understanding while we work to provide revised, up-to-date content.