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Sales/Consulting Immersion Programme, Profession in Action (19CIE25823)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Isa Moll de Alba Mendoza Marketing ENG
Ana Maria Varela Otero Marketing ENG

Previous Knowledge

Some basic knowledge of management and marketing is absolutely necessary, as well as an interest for Go-To-Market/Sales Management and for Marketing Research/Consultancy as professional areas for marketers. Actually the participants' interest is a key to the course's success as it requires a great involvement: the programme is very hands-on, experiential, but also very intense. Hence, motivation is needed to make the most out of the subject.


This subject will help the students to consolidate what they are learning in their MSc programmes, especially in the field of Marketing and specifically in terms of Go-To-Market Strategies and Sales Management, on the one hand, and in Marketing Research (Consumer Behaviour, Marketing Analytics, ...) on the other. Therefore it is strongly recommended to the students aiming to develop a career in Sales Management or in Marketing Research/Consulting.

The Sales&Consulting Immersion programme seeks to create a unique learning experience by combining the richness of activities/seminars in various companies, the direct interactions with their professionals working in these fields, with academic preparation, analysis, discussion and reflection.

This Immersion Programme is an evolution of the former Profession In Action on Sales, that the students defined as:
"Beyond expectation. Exceptionally great!"
"I really liked it! It was super useful and interesting!"
"It is the most useful course I had up to know. Very well done!!"
"In my opinion, Profession-In-Action should be a MUST for all the students?. PIA is something different. It brings you the opportunity to learn how multiple companies of different sectors work. My background is engineering, and I literally had no idea about how the sales department worked. Now I can say that I have learned a lot and that I would be ready to start an internship in a sales position. All thanks to PIA."

Course Learning Objectives

The final goal is to get a deep knowledge about how the academic-theoretical knowledge of two key Marketing fields is applied in different types of companies operating in different industries. On the one hand we will focus on the GoToMarket/Sales Management and on the other on Marketing Research/Consulting. We will do it following an intensive experiential hands-on programme that will provide you with:
- Insights regarding GoToMarket/Sales Management and Marketing Research/Consulting in different companies, business cultures and/or markets: the course aims to include a really diverse sample of companies (international/local, product/service, B2B-B2C,...) and as many industries as possible (FMCG, tech, fashion, sport, agencies,...).
- Understanding of the different options of GTMS and of Consulting companies and the challenges these companies face in developing these strategies.
- Understanding of the skills and knowledge required to be a successful contributor in those companies/industries
- Insights regarding professional careers in Sales Management and in Marketing Consulting: participants will also obtain a more profound knowledge about target industries/types of companies, contacts in the companies and contacts of ESADE Alumni, if possible.

All in all the course will offer the students a real perspective into how the GtM/Sales functions are executed in different companies of diverse industries and also into the Marketing Research/Consulting business, how their professionals applied the theoretical frameworks learnt in class, what their daily responsibilities are, what their work environments are, among others. This experience will enable them to personally visualize the different approaches to the Marketing roles & competences in these fields in different markets and companies.

To give you an idea of the intensity of the programme and the type of companies we aim to include note that in the former Profession In Action focused mainly on Sales, we counted on an average of around 15-20 companies, such as Kantar, Egisa, Schipsted, El Tenedor, Barcelona Tech City, Wanup, Nike, Lactalis-Nestlé, Mediamarkt, L'Oreal, Unibail-Rodamco, Coca Cola, Lenovo, Roca, Winche, Seat, Converse, AECOC, Boehringer, Winche, Novartis, Port de Barcelona, Torres, Caixabank, Alfa Consulting, Hawkers, Lactalis-Nestle, Simon&Kucher, Summa, Tiendeo, Zurich, IBM,...

Assessment criteria

Participation in class and during the seminars in the companies: 40%

Background preparation and hand-out to prepare for the activities: 30 %
Final group project hand-in (includes peer evaluation): 30%

Timetable and sections

Group Teacher Department
Isa Moll de Alba Mendoza Marketing
Ana Maria Varela Otero Marketing