África Hernández and José Ángel Sanz analyze in Empresa Exterior the evolution of GESCO at ESIC, a leading program that prepares professionals for technological challenges and senior management in global markets.
África Hernández y José Ángel Sanz They analyze how the program GESCO de ESIC Business and Marketing School evolves to integrate the Artificial Intelligence and prepare leaders to transform global markets through a strategic, practical, and human-centered approach focused on the customer.
ESIC Business & Marketing School
ESIC Business & Marketing School It is a leading institution with over 60 years of experience training the professionals who lead the market. It holds prestigious international certifications such as AMBA, EFMD y ANECA, which gives its Masters and MBAs Global recognition in highly competitive sectors. Its educational model is based on strategic, practical, and human-centered training geared towards excellence and real impact in the business environment.
About the experts interviewed
Dr José Ángel Sanz Viejo, PhD y FHEA, acts as director del Máster en Dirección de Marketing y Gestión Comercial (GESCO) together with him, África Hernández holds the position of Coordinadora Académica del GESCOThey are leading the implementation of programs that combine technology and innovation with the development of management skills. Both share an expert vision on the integration of marketing and sales in the digital age.
Interview: Transformation of Marketing and Sales Management
1. Market Evolution and Context: The GESCO It is, without a doubt, the flagship and historic program of ESICLooking at the current environment, how has the role of the Marketing and Sales Director evolved in recent years of technological disruption and global volatility?
José Ángel Sanz Viejo: The program GESCO It has over 37 years of history and 550 editions, training more than 13.000 graduates who today lead as CMOCommercial Directors and CEOThe managerial role has evolved into a highly competitive profile that must master not only strategy, but also sustainability and ethics in decision-making about where and how to compete.
JASVCurrently, it's not just about managing, but about lead the marketThe current environment demands managers with critical thinking skills, capable of turning business challenges into growth opportunities to ensure the competitiveness of their companies.
2. The Marketing-Sales Synergy: One of the great strengths of GESCO It's about integrating both areas. At a time when customers are increasingly digital and demanding, why is it more critical than ever to break down the silos between these two departments?
África Hernández: The key to the GESCO It is its integrated, multi-sector vision. In today's market, the separation between marketing and sales is inefficient; therefore, our approach fosters a customer-centric marketing and a value generation that requires both departments to work under the same strategy and data-driven decision-making.
AHOur students, with an average age of 28 in the face-to-face format and 35 in the online format, seek precisely to enhance that strategic impact and lead teams in an integrated way to maximize competitiveness in their respective markets.
3. Technology and IA In the Strategy: With the rise of Artificial Intelligence and automation, how does the [unclear] prepare GESCO How can managers lead with these tools without losing sight of the strategic and human perspective?
JASVThe master's program transforms participants into leaders capable of integrating innovative technologies such as Artificial Intelligence, automation, the Big Data and the CRMWe don't just teach how to use the tool, but how to apply it to lead in an increasingly complex market, always keeping the focus on generating value and innovation in business models.
AHWe complement this technical base with the development of managerial skills fundamental, such as negotiation, the Storytelling and human leadership. It is a balance that allows professionals with demanding schedules, especially in our online format, to combine their personal growth with the implementation of cutting-edge technological solutions.
4. Immediate Return (Applicability): For professionals who value taking a qualitative leap, what is the tangible differentiating value of completing the course? GESCO?
AHThe most tangible value is our methodology of applied and real learningStudents work on projects and business simulations that are immediately applicable in their business environment. Business Simulator It is, in fact, one of the most valued experiences, as it allows you to run a virtual company and make strategic decisions with real impact.
JASVFurthermore, we offer a unique networking opportunity through events such as TODAY IS MARKETING (HEM) And the MARKETING SUMMIT where students connect with industry leaders. The results speak for themselves: a 93% employability It supports the quality of our training.
5. Vision for the Future: What advice would you give to a professional who feels the need to reinvent themselves this year?
JASVI would tell him not to wait for the future, but to lead it. GESCO It's not just a title, it's a inflection point and a mindset that will allow you to stop asking "what if...?" and start taking action and generating real impact.
AHTake advantage of this opportunity to become part of a vibrant community of professionals who collaborate and grow together. In a constantly evolving environment, the best investment is the one that prepares you to face challenges and turn them into lasting competitive advantages.
Program Excellence Indicators GESCO
| Figure / Concept | Relevant Detail |
|---|---|
| Historical Trajectory | +37 years training leaders |
| Alumni Community | More than 13.000 graduates |
| Editions Completed | 550 editions |
| Employability Rate | 93% job placement rate |
| Middle Ages (In-person) | 28 years in the Making |
| Middle Ages (Online) | 35 years in the Making |
For your information, we have included a link to the program:
Key points and frequently asked questions about GESCO
What professional profile is the company looking for? GESCO?
It is designed for professionals seeking leadership positions in marketing and sales, from candidates with no prior experience to executives with more than 5 years of experience who want to enhance their strategic impact.
How does practical learning work in the master's program?
It is based on the "learning by doing" methodology, using workshops, analysis of real cases and a Business Simulator intensive course that trains the student to make decisions in the real market.
What format and specialization options does it offer?
The program offers both in-person and online formats, taught in Spanish or English. It also allows participants to choose a personalized specialization to delve deeper into specific areas of interest within the sector.
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