Marketing
ABOUT
The Marketing Program trains professionals specialized in managing and making decisions across different product lines—goods, services, or brands. With strong competencies in analyzing, interpreting, and assessing market participation, growth, coverage, and profitability, they are prepared to deliver effective results for clients and consumers.
Professionals specialized in managing and making decisions related to products, services, or brands. Their skills in market interpretation, competitive product design, brand value creation, and the use of digital technologies allow them to excel in their organizations and deliver effective solutions to clients and consumers.
Specific Competencies
- Strategic Management: Designs marketing strategies for products and services focused on customer needs, reflecting a sharp understanding of trends, behaviors, and key variables.
- Consumer Orientation: Creates products and services based on clear competitive advantages to deliver memorable and impactful customer experiences.
- Competitive Brand Development: Creates long-term, sustainable strategic plans aimed at building higher-value brands.
- Digital Technology Management: Assesses digital maturity to implement cutting-edge technologies that boost organizational transformation.
General Competencies
- Systems Thinking: Integrates complex systems for a broad, strategic outlook.
- Creative Problem-Solving: Uses innovation to solve challenges and drive change.
- Assertive Communication: Communicates clearly and effectively with emotional intelligence.
- Collaborative Work: Thrives in teamwork by fostering collaboration and a positive environment.
- Curiosity for Knowledge: Engages in research to explore new knowledge and insights.
- Learning Monitoring: Self-regulates learning by setting goals, implementing strategies, and optimizing resources.
- Critical Thinking: Analyzes situations, perspectives, and information critically to ensure well-founded decisions and social well-being.
- Social Commitment: Demonstrates civic responsibility to promote inclusive and respectful communities.
Mission
We shape innovative, strategic, and ethical marketers who understand consumer behavior, build meaningful brands, and drive transformative change within organizations and society. Our program promotes digital competencies, critical thinking, and a global mindset, fostering the development of competitive brands and memorable customer experiences. With a comprehensive focus on research, strategy, creativity, and social impact, our graduates are equipped to lead market transformation with adaptability, commitment, and professional excellence.
Vision
To stand out in Latin America as the leading Marketing program, recognized for training innovative, ethical, and strategic professionals who create sustainable value and lead market transformation with a positive impact on society.
- Train marketing professionals capable of developing differentiated value propositions tailored to specific markets.
- Interpret the elements of the marketing mix and integrate them with strategic marketing concepts.
- Design and manage market research projects using diverse qualitative and quantitative methods to minimize decision-making risks.
- Strengthen the ability to create and implement effective marketing strategies and comprehensive plans based on internal analysis and an in-depth understanding of the macro-environment.
- Enhance commercial performance skills in sales management, trade marketing, demand planning, and specialized projects, while identifying business opportunities through market research.
- Build knowledge in emerging technologies and understand how modern companies use innovation and technology to enhance value propositions and improve consumer experiences globally.
- Understand the role of sustainability and corporate social responsibility in shaping best marketing practices.
- Develop ethical interpersonal skills that foster strong business relationships with suppliers and clients.
CURRICULUM
Our curriculum shapes versatile professionals with a global perspective, equipping them to specialize in key areas of this complex yet exciting field.
ACADEMIC DEGREES AND PROFESSIONAL TITLES
Students who have completed their studies in Marketing are eligible to apply for a bachelor's degree. Once obtained, they may then apply for the professional title.
To view the General Regulations on Academic Degrees and Professional Titles, click here.
Video Tutorial: What's Next After Graduation?
Check out the graduation schedule for the Class of 2025-1 here.
At the end of the academic term, students who have successfully completed all required courses and earned the necessary credits outlined in their program curriculum will automatically obtain the graduate status. They will then 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 Program.
For more information, click on the options below:
The professional title in Marketing will be awarded upon the successful completion of one of the degree pathways corresponding to either the thesis or professional proficiency project modalities, 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, click here.
Option A: Thesis
Submodalities:
- Traditional thesis or research article developed from authorized courses (for recent graduates). For more information, click here.
- Traditional thesis or research article developed from new research.
- Research article accepted or published in an indexed academic journal or conference (for recent graduates). For more information, click here.
Option B: Professional Proficiency Project
Submodalities:
- Professional project
- Case presentation
- Report on qualified professional experience
For more information, click here.
Call for Applications for the Professional Title-Support Process of the Marketing Program under Submodality A1 (thesis completed in the Research Seminar courses authorized by the program)
For graduates who completed the program’s curriculum during the academic terms 2023-0, 2023-1, 2023-2, and 2024-1.
Review the requirements and schedule here.
Once the corresponding professional tittle submodality is approved, the following documents—properly filled out and signed—must be submitted to the Academic Degrees and Professional Titles Office:
- Authorization for the publication of research papers in the 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 Program offers 7 Specialist Certifications:
- Commercialization and Trade Marketing
- Market Research and Consumer Behavior
- Strategic Brand Management
- Digital Marketing
- Entrepreneurship in Innovation and Technology Marketing
- Entrepreneurship in Sports Marketing and Sponsorship
- Data Science and Machine Learning
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 within a maximum of two attempts.
Marketing graduates who meet the requirements for a Specialist Certification can request it through Mi Ulima portal.
For more information, click here.
School of Business
Academic Degrees and Professional Titles 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
Phone: +511 4376767 ext. 34012
AGREEMENTS
CONSORCIO DE UNIVERSIDADES
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 School of Business 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 School of Business 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.
Directory
Elizabeth Otero Ibáñez
Dean
T: +511 4376767 ext. 35200
eotero@ulima.edu.pe
Javier Alfredo Flores Hernández
Program Director
T: +511 4376767 ext. 35220
aflores@ulima.edu.pe
Paola María Fegale Gómez
Academic Secretary
T: +511 4376767 ext. 35310
pfegale@ulima.edu.pe
Rodolfo Pedro Muente Urrunaga
Academic Degrees and Professional Titles Coordinator
T: +511 4376767 ext. 34053
rmuente@ulima.edu.pe
Carlos Fernando Massa Paredes
Employability Coordinator
cmassa@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 stand out not only for their academic and professional achievements, but also for their dedication to teaching and their commitment to fostering ethical and critical education. Through their work, Ulima professors promote the development of knowledge, research, and social responsibility to prepare leaders who make a positive impact on society.
STUDY CIRCLES
ACTIVITIES
THE BEST OF MARKETING SEMINAR
Annual event held by the Marketing Program since 1997, bringing together experts from top organizations to explore the most relevant trends and issues in marketing.
GREEN MARKETING WEBINAR
This webinar addresses corporate social responsibility and sustainability—key concepts for marketing management and strategic planning—which are crucial for improving the quality of life of both 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 create a positive impact on organizations and how a digital approach enables adaptation and success in 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 and to analyze the new role of marketers alongside Peru's macroeconomic situation.
LIFELONG LEARNING
Keep your competencies, 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, entrepreneurship and research.
EXECUTIVE EDUCATION
The Executive Education Office (DEC) at Universidad de Lima offers workshops, courses, and specialization programs to train executives, professionals, and business leaders in key areas of management.
STUDY ABROAD
If you wish to study abroad, this is the right place to find all relevant information about scholarships and academic opportunities.
LANGUAGES
The Ulima Language Center equips students with the skills and knowledge needed to communicate effectively in English across diverse contexts. Below are some of our programs:
NEWS AND INTERVIEWS
AGENDA
We have no upcoming events for this area.
PODCAST
Prof, Quick Question
A podcast that brings clarity to your academic path—Ulima professors answer your questions in insightful interviews.
The views expressed herein are personal and do not reflect the official position of Universidad de Lima.
