The graduate of the master's degree in Marketing with a concentration in Brand Management from Universidad de Las Américas is a professional with a global vision, an entrepreneur who guides his actions towards the achievement of common goals.
The graduate can manage brands in a competitive environment, understand market and consumer needs, design strategies and develop marketing plans in a creative and innovative way for the benefit of society. He analyzes consumer trends, relevant segments, and local and international business opportunities using data analysis tools and techniques. The graduate can develop brand positioning and repositioning strategies that apply marketing techniques such as: product design, prices, distribution, communication, and tools such as neuromarketing, consumer behavior and creativity. He can formulate marketing plans considering the value proposition of the company, the context in which it is developed and brand positioning requirements. The graduate designs the strategic path of brand building using diagnostic and evaluation methods, business intelligence tools and segmentation schemes for local, regional, and global brands, in public or private organizations.
It is expected that graduates of this program base their professional performance on ethical values, critical thinking, respect for diverse opinions and cultures, and reflect on the implications of their status as brand managers, being leaders and responsible citizens within the context that surrounds them.
Program enrollment: Program headcount totals the number of students enrolled yearly.
Graduation rate: is calculated through the 2020-2021 academic year, based on new, first-time students entering in the fall semester, regardless of whether they enroll in the daytime or evening version of their program (if available). These rates do not consider incoming transfer students.
In every semester, the program provides assessment results according to its Multiannual Assessment Plan (MAP), which typically considers one or more of its program learning outcomes (PLOs). Most programs utilize the platform Brightspace to collect and assess student work and to present the data and evidence of student achievement. These results and their analysis, with the objective of identifying areas for improvement, are presented in the program’s annual assessment report. In the graphic below, the most recent period in which a PLO has been assessed is indicated, with the percentage indicating achievement of the expected performance standard for that PLO, according to the rubric used to evaluate the student work. This standard can be designated at an introductory, intermediate, or final level, depending upon how the course learning outcomes (CLOs) align to each PLO in the program’s curriculum map.