Universidad Tecnológica del Sur

What you'll study

This programme provides a broad foundation in marketing principles, consumer insight and business strategy while emphasising applied skills in digital channels, data analysis and campaign management. Teaching blends lectures, case studies, practical workshops and project work, with a final-year capstone project or internship that links students to real organisations.

• Foundations of Marketing – core concepts, marketing mix and market segmentation.
• Consumer Behaviour – psychological and social drivers of purchase decisions.
• Market Research and Analytics – research design, quantitative and qualitative methods, basic statistics and data interpretation.
• Digital Marketing and Social Media – SEO/SEM basics, content strategy, social platforms and measurement.
• Advertising and Promotions – creative development, media planning and campaign evaluation.
• Brand Management – brand positioning, equity management and lifecycle strategies.
• Sales Management and Retail Marketing – sales strategy, channel management and retail operations.
• Marketing Strategy – integrated planning, competitive analysis and strategic decision-making.
• Business Fundamentals – accounting, economics, business law and organisational behaviour to support marketing practice.
• Electives and Specialisms – options may include e-commerce, international marketing, public relations, or sustainable marketing.
• Practical Experience – industry internships, consultancy projects and a final capstone or research project.

Entry requirements

Applicants are normally required to hold a recognised secondary school certificate or equivalent qualification. Admission typically considers academic performance in relevant subjects, a written application and may include an entrance test or interview. Competence in Spanish is required; some units or materials may use English, so applicants with additional English ability are well placed. Mature applicants with relevant work experience are also considered through a recognition process.

Career prospects

Graduates leave with practical, employer-valued skills suitable for a wide range of roles across the public and private sectors. Common career paths include:

• Marketing executive / marketing coordinator
• Brand or product manager
• Digital marketing specialist (social media, content, SEO/SEM)
• Market researcher or insight analyst
• Sales manager or account executive
• Advertising and communications planner
• Retail or trade marketing roles
• Entrepreneurship and consultancy for startups and SMEs

Graduates also progress to postgraduate study in marketing, business administration or specialised fields such as data analytics and consumer behaviour.

Why study at Universidad Tecnológica del Sur

Universidad Tecnológica del Sur emphasises applied learning and strong links with regional industry, providing students with internship opportunities and live projects with local companies. The programme is taught by staff with academic and professional marketing experience and uses practical facilities such as computer labs for digital marketing and analytics exercises. Small-group workshops, professional development modules and career services help students build portfolios and transition into employment or further study.