Marketing
ABOUT
The Marketing Undergraduate Program trains students to become experts in both management and decision-making of aspects related to goods, services, or brands. This training in analysis, interpretation, participation, development, coverage, and profitability of markets allows students to thrive with their customers and consumers.
Marketing graduates from Universidad de Lima have the right cognitive skills and competences demanded by global employers. They also have core values that align to Ulima values. Furthermore, they stand out for being model citizens in today's globalized world.
Mission
We train leading and creative professionals, autonomous citizens recognized for their merits, and committed to society well-being.
Vision
We excel in Latin America for our academic excellence, research impact, and contribution to a better world.
CURRICULUM
Our curriculum outlines the global profile of versatile professionals who—according to their vocation—focus on a specialized area of this complex but thrilling discipline.
SPECIALIST CERTIFICATIONS
STRATEGIC BRAND MANAGEMENT
This Specialist Certification provides students with the right skills to build strong brands within competitive environments, as well as advanced tactics and strategies to increase recognition and incomes, in order to meet the sustainable business goals in the long run. The main approach is to create authentic and long-lasting connections between brands and consumers. Students will learn how to develop strategies tailored to target audiences, as well as customer engagement and loyalty.
DIGITAL MARKETING
This Specialist Certification provides students with comprehensive-practical knowledge of the most advanced strategies, tools, and techniques in digital marketing. Students will learn how to develop and implement strategic plans tailored to the company's needs, as well as search engines optimization through SEO and SEM. They will also master web analytics to measure and optimize performance of digital campaigns, and apply inbound marketing strategies to attract, convert, and retain customers through valuable content. Furthermore, students will acquire skills to manage social media efficiently by using analysis tools to permanently enhance digital strategies and maximize its impact on the market.
MARKET RESEARCH AND CONSUMER BEHAVIOR
This Specialist Certification provides students with knowledge to understand the purchase decision process, consumer trends, and their response to different products and brands, identifying new business opportunities. Students will learn how to design an apply advanced tools to measure service quality, customer satisfaction, and shopper behavior. Furthermore, you will build skills to interpret marketing data and statistics accurately based on neuroscience techniques to capture the real motivations behind consumers. Last but not least, students will acquire the competences to dig deeper into target markets, analyze motivations to cut risks, and make informed decisions.
COMMERCIALIZATION AND TRADE MARKETING
This Specialist Certification provides students with tools to position a brand in the right place at the right time to capture customers' attention. You will learn more about trade and transactions that take place within markets. Furthermore, you will gain further knowledge on marketing and display techniques that strengthen the optimal brand positioning, in order to meet the needs of customers and adapt to traditional, modern, and digital formats. Students will also develop competences to negotiate the best possible display and visibility for brands and the right outlets to stand out, as well as design and implement sales plans from the vision of the manufacturer to the retail channel. Finally, you will get familiar with advanced technologies to lead your own strategies efficiently.
SPORTS MARKETING AND SPONSORSHIP
This Specialist Certification provides students with the necessary skills to understand the sports industry and address the main challenges. You will learn the latest trends, strategies, and models of business management linked to sports marketing. Also, you will learn how to develop and manage sponsorship strategies efficiently, maximizing investment in marketing and generating tangible value to organizations. Moreover, you will get ready to plan, implement, and evaluate the impact of sponsorship campaigns, so each investment significantly contributes towards the company's strategic objectives. Students will gain key knowledge about results analysis and measurement, in order demonstrate the ROI and value generated from campaigns. You will be more than ready to lead sports marketing and sponsorship initiatives with a strategic and practical view that contributes towards the organizational development through the implementation of strategies that optimize resources and increase brand recognition and value.
DATA SCIENCE AND MACHINE LEARNING
This Specialist Certification will teach students how to harness advanced machine learning technologies applied to marketing, as well as understanding the AI services offered by cloud computing vendors. You will learn how to use different tools to analyze data from websites, social media, internal systems, and other channels, estimating key metrics to develop KPIs and present the results through data visualization tools that facilitate decision-making. This Specialist Certification has been especially designed to acquire advanced skills on emerging technologies that enhance marketing strategies, in order to boost the company's efficiency and growth.
Labor Field
Manager of brand, product line and category. He/she leads the marketing strategy in industrial and business sectors; makes decisions about the product, price, promotion, and distribution; and elaborates customer segmentation to channel marketing efforts more efficiently.
Manager of sales, commercial, trade, sales, training and development technologies. He/she is in charge of aligning sales strategies with the market needs and the company's general objectives. Moreover, this manager develops channels, runs sales teams, designs strategies in outlets, and is responsible of marketing and main KPIs.
Market research manager/consultant, commercial intelligence manager. Data collection and analysis, management of qualitative market research techniques (focus group, in-depth interviews, and ethnography), management of quantitative market research techniques (surveys).
Manager of endomarketing, internal communications and internal marketing. He/she designs and implements plans to communicate the mission, vision, and goals of the company; promotes organizational values and culture through campaigns; runs satisfaction surveys; and adjusts strategies based on results.
Director/manager of new markets. Brand adaptation to new realities and markets. He/she adjusts strategies to respond to different external changes, considering emerging trends, consumer behavior, and economic conditions.
He/she works in marketing areas within non-profit organizations as well as in corporate social responsibility areas. Furthermore, he/she cooperates with diplomatic agencies; designs and promotes sustainable and social responsibility initiatives that consolidate the commitment with community welfare and corporate reputation.
Corporate director/manager. Some of the main responsibilities are to develop brand positioning and align this with the corporate mission and vision to consolidate a strong identity; create narratives consistent with such identity; and ensure effective communication through different channels.
Agreements
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CONSORTIUM OF UNIVERSITIES
It is a non-profit civil organization comprising Pontificia Universidad Católica del Perú, Universidad del Pacífico, Universidad Peruana Cayetano Heredia and Universidad de Lima. This partnership allows students from these four institutions to access academic and university services, premises, validated courses, and credit equality for courses taken in any university of this Consortium.
Optional second international bachelor's degree
Universidad de Lima offers students the opportunity to develop in global environments, enhance their networking, and live an international experience through the optional second international bachelor’s degree programs.
University of Queensland
Universidad de Lima joins efforts with University of Queensland (UQ) to give the students from the Faculty of Business and Economics the chance to pursue studies in this renowned Australian institution and obtain the Bachelor of Business Management majoring in Marketing, International Business and others.
Information: Antonio Esquivel Delfín (aesquive@ulima.edu.pe)
École Supérieure de Commerce – Clermont
Students from the Faculty of Business and Economics at Universidad de Lima are eligible to study in the École Supérieure de Commerce – Groupe ESC Clermont in France for an entire year and obtain the Bachelor in International Management.
Information: Manuela Linares (malinare@ulima.edu.pe)
University of London
Thanks to the agreement between Universidad de Lima and University of London (UOL), internationally recognized for its high academic standards, students can obtain a second international bachelor’s degree without leaving the country: Bachelor of Science in Business Administration. This program is available to students from all undergraduate programs at Universidad de Lima.
Information: uol@ulima.edu.pe
PUBLICATIONS
Open-access academic publication that disseminates research results—theoretical and empirical—in the economics and business sciences area.
En este espacio, hablan los estudiantes y profesores, el personal administrativo y técnico, los egresados, los maestros de la profesión y también aquellos que recién empiezan el camino. Esta plataforma es un recurso para compartir creaciones, aventuras y éxitos, y es un medio informativo que une.
Plataforma informativa del Área de Periodismo de la Facultad de Comunicación de la Universidad de Lima.
Directory
Elizabeth Otero Ibáñez
Dean
T (511) 4376767 extension 35200
eotero@ulima.edu.pe
Javier Alfredo Flores Hernández
Program Director
T (511) 4376767 extension 35220
aflores@ulima.edu.pe
Paola María Fegale Gómez
Academic Secretary
T (511) 4376767 extension 35310
pfegale@ulima.edu.pe
Rodolfo Pedro Muente Urrunaga
Academic Degrees and Professional Titles Coordinator
T (511) 4376767 extension 34053
rmuente@ulima.edu.pe
María Elena Ríos Hauyon
Events Unit Coordinator
T (511) 4376767 extension 34025
maerios@ulima.edu.pe
WORK REPOSITORY
Compilation of the most outstanding works from our students. This repository's goal is to boost the research spirit and disseminate contributions produced by Ulima community members.
Professors
Our professors not only excel for their academic and professional track record, but also for their vocation of teaching and promotion of ethical and critical education. Through their work, Ulima professors foster the development of knowledge, research, and social commitment to train leaders with positive impacts on society.
STUDY CIRCLES
Activities
THE BEST OF MARKETING SEMINAR
Annual event organized by the Marketing Undergraduate Program since 1997. It brings together representatives of leading organizations to develop key topics of this discipline.
Green Marketing Webinar
This webinar addresses corporate social responsibility and sustainability—key concepts for marketing management and strategic planning—which are paramount to improve the quality of life of companies and consumers.
Disruptive Marketing Webinar
Through conferences, this event addresses the disruptive component of marketing across different areas such as trade marketing, branding, and innovation.
Marketing Analytics Webinar
This webinar highlights how innovative solutions can generate a positive impact on organizations and how the digital approach helps us to adapt and thrive within competitive environments.
Top Marketing Program
This congress, organized in close collaboration with Sociedad Peruana de Marketing, gathers national and international experts to discuss strategies within the current marketing context, analyzing the new role of marketers and the macroeconomic situation in Peru.
Lifelong Learning
Keep your competences, skills and knowledge updated throughout your entire professional life.
GRADUATE STUDIES
Our master's and doctoral programs focus on training interdisciplinary professionals who promote innovation, entrepreneurships and research.
EXECUTIVE EDUCATION
The Executive Education Bureau (DEC) at Universidad de Lima offers workshops, courses, and specialization programs to train executives, professionals, and businesspeople in specific management areas.
STUDY ABROAD
If you wish to study abroad, this is the right place to find all relevant information about scholarships and academic opportunities.
LANGUAGES
Ulima Language Center provides students with the right tools and knowledge to communicate in English in different situations. Below you can find some of our programs:
