B.A. in Marketing
Build brands with purpose.
The B.A. in Marketing (BM) at Tecnológico de Monterrey prepares you to deeply understand consumers, design unique experiences, and craft strategies that connect emotions with results. You'll learn to lead in digital environments, use data to innovate, and transform brands with real impact.
Your career at Tec
Program Curriculum
Campus offering the program
"At Tecnológico de Monterrey, we have developed a unique and innovative educational model focused on learning through real challenges. From day one, our students immerse themselves in the business environment, collaborating with more than a thousand partner companies in practical and immersive experiences. We believe that knowledge gains true meaning when applied, which is why our students learn by doing, solving, and transforming, in real contexts that are an integral part of their formative process."
Horacio Arredondo — Dean of School of Business
This is B.A. in Marketing at Tec
Discover the BM experience at Tec
You’ll explore marketing fundamentals, consumer behavior, and emerging digital dynamics. From the start, you'll tackle real-world challenges, building strategic, creative, and ethical thinking.
You’ll go deeper into brand strategy, digital communication, market research, and neuromarketing. Engage in interdisciplinary projects, real-world challenges with industry partners, and tailor your path through specialization tracks.
Step into the professional world with immersive experiences, strategic project design, and real marketing campaigns. Choose from global programs, internships, or applied research to consolidate your expertise.
Work hand in hand with:
International Experiences
Thanks to our partnerships with world-class universities in more than 48 countries, you can study, travel, and collaborate in international experiences that prepare you to lead with global impact.
- Nanjing University (China)
- Stockholm School of Economics (Sweden)
- University of Sidney (Australia)
- Singapore Management University (Singapore)
- IÉSEG School of Management (France)
- Business Role in Society
- Conscious Business
- Economics and Legal Business Environment
- Elective Course Mathematics and Science
- Induction to the Social Service
- Market-based Innovation
- Statistical Thinking and Decision Making
- Tec Week Elective I
- Academic English
- Analysis and Financial Decisions
- Business Leadership and Management
- Elective Course Humanities and Fine Arts
- Exploration Topic
- Strategy and Globalization
- Tec Week Elective II
- Tec Week Elective III
- Business Strategies
- Elective Course Social and Behavioral Sciences
- Financial Management
- Information of Market and Differentiation
- International Competitiveness
- Organizational Culture
- Tec Week Elective IV
- Tec Week Elective V
- Technology for Decision Making
- Disciplinary Tec week
- Elective Course Leadership, Entrepreneurship and Innovation
- High-impact Sales Performance
- Holistic Consumer Behavior
- Market Research Fundamentals
- Qualitative Market Reseach
- Quantitative Market Research
- Tec Week Elective VI
- Elective Course Ethics and Citizenship
- Integrated Marketing Communication
- Omnichannel Distribution
- Planning and Assessment of Marketing Strategies
- Pricing Strategies and Revenue Generation
- Professional Life Planning
- Tec Week Elective VII
- Value and Differentiation
- Professional Elective I
- Professional Elective II
- Professional Elective III
- Professional Elective IV
- Professional Elective V
- Professional Elective VI
- Tec Week Elective IX
- Tec Week Elective VIII
- Elective I
- Elective II
- Elective III
- Elective IV
- Elective V
- Elective VI
- Tec Week Elective X
- Tec Week Elective XI
- Elective Multidisciplinary Professional
- Strategies and Guides for the Final Degree Exam
- Sustainable Growth of Value
- Tec Week Elective XII
The courses in the curriculum are subject to change without prior notice. To view the most up-to-date version, please check this page.
Broaden your profile with Tec Concentrations
Specialize in key areas of your program and add unique value to your education. Deepen your knowledge with disciplinary concentrations or expand your skill set through transversal concentrations that complement your career path.
Disciplinary
- Creative direction, advertising, and immersive brand experiences
- Digital innovation for the creation and management of experiences
- Strategic management of omnichannel retail commerce.
Cross-disciplinary
- Business analytics: From data to decisions
- Data analytics and artificial intelligence tools
- Quality of life and well-being
- Mexican culture
- Design, innovation, and technological entrepreneurship
- City entrepreneurship
- Entrepreneurship in action
- Family business, sustainability, and legacy
- Innovation management and learning experience design
- Government and public transformation
- Driving global business across borders
- Art and technology incubator
- Open innovation and technology transfer
- Social innovation
- Innovation and digital transformation
- Conscious business
- Advertising: creative strategy and production
- Social media and digital strategy
- Financial vision of the company
Related undergraduate programs
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