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.
ACADEMIC DEGREES AND PROFESSIONAL TITLES
Students who have completed their studies in Marketing are eligible to apply for a bachelor's degree. Subsequently, with this in hand, they may submit their application to obtain the professional title in Marketing.
To view the General Regulations on Academic Degrees and Professional Titles, click here.
Video Tutorial: What's Next After Graduation?
At the end of the academic term, students who have successfully completed all required courses and earned the necessary credits outlined in their program’s curriculum will automatically achieve the graduate status. They will receive an email from DUSAR.
For more information, click here.
Video Tutorial: How to Request a Graduate Certificate?
To earn your Bachelor's degree, you must first graduate from the Marketing Undergraduate Program.
For more information, click on the following options:
The professional title in Marketing will be awarded upon the successful completion of one of the graduation submodalities corresponding to either the thesis or professional proficiency work options, as outlined in the Supplementary Guidelines for Obtaining the Bachelor's Degree and Professional Title.
To apply, you must first earn the Bachelor's degree in Marketing from Universidad de Lima and meet the requirements.
For more information about the research areas of the Marketing Undergraduate Program, click here.
Once the corresponding graduation submodality is approved, the following documents—properly filled out and signed—must be submitted to the Academic Degree and Professional Title Office:
- Authorization for the publication of research work in Ulima Repository to obtain an academic degree or professional title.
- Affidavit of originality.
For more information on how to request your professional title diploma, click here.
Video Tutorial: Process for Obtaining Your Professional Title Diploma
The Marketing Undergraduate Program offers four specialist certifications. Click on each to explore the detailed curriculum:
- Commercialization and Trade Marketing
- Market Research and Consumer Behavior
- Strategic Brand Management
- Digital Marketing
Requirements are as follows:
- Hold a Bachelor's degree.
- A weighted average of no less than 13.00 across the required courses.
- Successfully complete all specialist certification courses, with no more than one retake.
Marketing graduates who meet the requirements for a specialist certification can request it through Mi Ulima.
For more information, click here.
School of Business and Economics
Academic Degree and Professional Title Office
Building D2, Floor 1
Business hours: Monday to Friday, from 9:00 to 13:00 hours and from 14:00 to 19:00 hours
T. 4376767 extension 34014
SPECIALIST CERTIFICATIONS
- STRATEGIC BRAND MANAGEMENT
- DIGITAL MARKETING
- MARKET RESEARCH AND CONSUMER BEHAVIOR
- COMMERCIALIZATION AND TRADE MARKETING
- SPORTS MARKETING AND SPONSORSHIP
- DATA SCIENCE AND MACHINE LEARNING
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.
Ana Isabel Prado
Graduate
Maria Luisa Andreev
Graduate
Agreements
Hochschule Esslingen
Founded in 1868, HSE is committed to meeting high international standards effectively. Its mission is to develop innovative and sustainable solutions using tailored study tools designed to meet students' needs.
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.
- AUSTRALIA
- FRANCE
- UNITED KINGDOM
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
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
Sustainable Development and Consumption Research Study Circle
The Sustainable Development and Consumption Research Study Circle is a group of students committed to the sustainable development and consumption. The goal is to promote research of sustainable services, implement recycling programs, foster sustainable and healthy purchase behaviors, support sustainable entrepreneurships, and adopt sustainable and healthy habits. Moreover, we promote the consumption of eco-friendly organic and natural products.
General objective
Promote the scientific production and dissemination of sustainable development and consumption topics in the Ulima community.
Specific objectives
- Foster the scientific dissemination of sustainable topics through academic events such as Expotesis and discussion groups.
- Upscale academic output through the consolidation and management of academic talent in the Scopus Mind.
- Support students, seminarians, and dissertators in the scientific method of their academic productions through research workshops.
Professor in charge
Christiam Méndez Lazarte
Information
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
- EXECUTIVE EDUCATION
- STUDY ABROAD
- LANGUAGES
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:
NEWS AND INTERVIEWS
AGENDA
Podcast
Prof, Quick Question!
Each week, a professor answers common questions on a specific topic in less than 10 minutes.
The views expressed are personal and do not reflect the official position of Universidad de Lima.
