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Taking the basic guidelines established by the «Bologna Declaration» and that constitute the principles that govern the «European Area of Higher Education» as a starting point, in this discussion, we have presented in a summarised way the steps taken by Spanish Uni- versities to converge with the European Higher Education Area within the given deadline of 2010. Current Spanish Universities Law requires full integration of the Spanish higher education system with the «European Area of Higher Education», whilst later regulatory efforts by the Government set out the basic guidelines to design the undergraduate and postgraduate degrees. The duration of these studies. | Faculty of Economics and Business Administration Master of Marketing Analysis Master of Marketing Analysis Using Marketing Analytics for Customer Intelligence Many years of experience and established connections with the corporate world by means of business projects create a natural interface between a firm commitment to research and practical orientation. Thanks to these strong links with the corporate world we are close to the marketplace and we are aware of current needs in the international corporate world. The Master of Marketing Analysis MMA provides a specialization in the domain of marketing analysis and customer relationship management CRM . More specifically this program is designed to focus on three key disciplines mentioned in the figure below. CRM Specialists In an increasingly competitive world just competing on superior product performance has become very tough. Therefore companies have turned toward leveraging existing customer relationships. Actively managing customer relationships includes the following objectives 1. Acquisition identifying attracting new customers 2. Cross up-selling profitable usage stimulation 3. Retention identifying customers who intend to attrite churn and trying to keep profitable customers 4. Recapturing lost customers Each of these objectives can be supported by analytical tools powered by traditional statistical techniques or data mining algorithms. Hence the field of analytical Customer Relationship Management aCRM has seen stellar growth. This new approach to conducting business has been acknowledged by book authors such as Thomas Davenport Jeanne Harris in Competing on Analytics 2007 and Ian Ayres in Super Crunchers 2007 . The MMA program is not a master in marketing management but it focuses on research and highlights mostly quantitative issues. The target group consists of both people with working experience and young graduates who feel the need for an in-depth education in marketing analysis. By bringing together a
