Master´s Degree in the Automotive Industry Businesses Latin America
Designed by professionals from the leading firms in the industry
The Automotive sector has changed in recent years, both at the level of manufacturers and at the level of Dealers and distribution networks. The management of sensations that was done before has given way to a more professional management, with data on which the analyzes, diagnoses and solutions to the problems that arise can be based. The members of the market must professionalize their management, and their skills must be homologated to other industries in decision-making, analysis, implementation of processes, relationships in the environment and digitization, etc.
In Latin America, almost 6 million vehicles were sold in 2019. 7% of world sales. There are 4 car producing countries; Brazil, Mexico, Argentina and Colombia. 8% of the vehicles manufactured in the world are produced in these countries.
The impact on the GDP of LATAM countries varies depending on whether they are producers or not. One could speak of between 4% and 8%. The same goes for the number of jobs.
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Access Profile
- Professionals in the sector who are just starting out in their careers.
- Those who wish to gear their career towards the automobile industry.
- New generations of authorised dealership owners who will be managing them in future.
Program
The program comprises of 7 modules.
BASIC CONCEPTS TO FACE A POST GRADUATE - ONLINE
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1. WORLDWIDE AUTOMOBILE SCENARIO
In ten sessions it is intended to review the Automotive Industry worldwide. Starting with the history of the automobile itself, seeing which countries...
In ten sessions it is intended to review the Automotive Industry worldwide. Starting with the history of the automobile itself, seeing which countries are the world manufacturers, which are the dominant brands, what and how much is manufactured and registered in the world. In addition, a series of Cases of Strategy of automobile brands are studied, in which it is tried that the student has another approach and gives him a more international vision. The distribution chain is analyzed, from the manufacturer to the dealer; taking into account which are the emerging markets and the most important. Of course the sustainability and decarbonization of the car have a place in this section.
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2. THE AUTOMOBILE IN LATIN AMERICA
In this subject we intend to analyze how the Automotive Market is in general in Latin America, see what productive capacity there is and how and how m...
In this subject we intend to analyze how the Automotive Market is in general in Latin America, see what productive capacity there is and how and how many registrations are produced. We will cover in depth the most important markets in Latin America: Mexico, Brazil, Argentina, Chile, Peru and Colombia.
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3. THE FUTURE OF MOBILITY
Today the automobile is no longer conceived as a product. It is seen more and more as a service, but… what should it cover? What concepts shoul...
Today the automobile is no longer conceived as a product. It is seen more and more as a service, but… what should it cover? What concepts should we analyze? We will review all the new trends in the automobile, that new types of mobility are emerging day by day, that changes are taking place in the consumer habits of customers.
We will analyze the 4 ACES: Autonomous Vehicle, Connected Vehicle, Electric Vehicle and Smart Mobility (car sharing, hailing…). All this knowledge will be complemented with Case Studies on new mobility companies.
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4. THE ROLE OF THE MANUFACTURER OR IMPORTER. MAIN AREAS, DESCRIPTION AND OPERATION
This chapter covers an endless number of areas taught by many professors from different disciplines, all of them professionals in the automotive secto...
This chapter covers an endless number of areas taught by many professors from different disciplines, all of them professionals in the automotive sector, but always from the manufacturer's point of view and position, trying to fix the main concepts and ideas in the student.
It will be analyzed how the Commercial Management is carried out from the perspective of the brand, what are the aspects that must be taken into account to make the dealer networks work and that the product can be marketed. The B2B business and logistics will also be protagonists.
In the Marketing Department, in addition to talking about the large advertising campaigns of manufacturers, they will talk about digital marketing, new online trends, lead management and how today the new advertising currents are prevailing. in the sector.
The After-Sales Department will be reviewed, where a trip will be made through the world of workshop service, spare parts, service advisors, etc. Always giving you a practical vision and highlighting the most relevant management concepts.
The Network Development Department will teach us how to manage and monitor dealer networks.
In Financial Management, in addition to looking at the financial concepts necessary to run a business or department, the aspects of a car company will be analyzed.
All these areas will be complemented with Case Studies of each discipline, which will make the student put in value and practice what they have learned and be able to face problems of a different nature that later in the future may be real.
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5. DISTRIBUTION NETWORKS: DEALERSHIP ROLE
In this area, the world of car company management will be analyzed from the dealer's point of view.
Starting with the Commercial Management, te...
In this area, the world of car company management will be analyzed from the dealer's point of view.
Starting with the Commercial Management, teaching the student how the commercial area of a Concessionaire works, as it is necessary to motivate the sellers and at the same time demand them, how to organize the sales teams, set objectives, set the commission scheme, analyze the CRM etc.
This commercial part is greatly reinforced since concept and more theoretical sessions and others are eminently practical, with real cases of dealerships.
Of course, the used vehicle has its specific part, as it is one of the pillars of the distribution business.
The After Sales Department is another of the foundations of the business and it will be analyzed from the perspective of the different actors involved: workshop manager, service advisor, spare part, etc.
Marketing is one of the areas where the dealership must maximize investment and try to adapt to the new digital times.
Finally, the Finance Department has to help the dealership to be within the ratios required by the manufacturer and to effectively manage resources.
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6. STRATEGIC SECTORS RELATING TO THE AUTOMOTIVE INDUSTRY
Today, not only is knowledge of the specific areas enough, but the management model has to be open, dynamic and focused. In this area, students' s...
Today, not only is knowledge of the specific areas enough, but the management model has to be open, dynamic and focused. In this area, students' skills are developed so that they can be the managers of the future. Immersion in change management, development of emotional intelligence, team management as a key piece of success, time management and negotiation and conflict management. To this is added the strategic capacity and analysis of changing situations and environments, to give them a structured and analytical response, with a large dose of realism. The leadership capacity emerges as one of the fundamental pillars, to be able to carry out the vision and focus and to be able to manage the followers of the leader.
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7. THE AUTOMOTIVE COMPANY EXECUTIVE/MANAGER
The lectures are intended to cover interesting topics for the industry, but which have no place in the program because they are very specific and spec...
The lectures are intended to cover interesting topics for the industry, but which have no place in the program because they are very specific and specific aspects of the sector. We invite relevant industry figures, opinion makers, automotive leaders to give us their insight on various important or current issues. Guests are usually CEOs of brands, presidents of industry associations, relevant journalists, entrepreneurs with stories to tell, etc. both nationally and internationally.
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8. Company project
The participant will have to develop a business project in which the concepts used throughout the master are established. There will be a te...
The participant will have to develop a business project in which the concepts used throughout the master are established. There will be a team of expert tutors in strategy and the automotive sector who will guide the participant until its conclusion. This course will conclude the day the participant presents the project before a panel of experts made up of the professors and invited executives from the automotive sector.
Objectives
The Programme is designed to offer executives and new generations of dealers, as they start out in their careers, a new approach to management of their businesses. Management needs to be based on professionalism rather than on impressions.
An objective based on providing competitive advantages given the new scenarios of efficiency, profitability, sustainability, technology and management of talent which are essential components of the educational profile for a future executive. Every aspect of the business needs to be analysed in order to provide valid solutions for moving their business forward. This, without question, will be a competitive advantage that is extremely important given the stiff competition in the sector.
The clear aim is practical knowledge of how the automotive business really operates in terms of its dynamic strategy and practice in the day to day running of the enterprise, adapting to the current competitive environment and based on decision making that is the result of data and current environment analysis and NOT merely on impressions.
- Based essentially on case histories and practical exercises from professional activity in the Sector.
- With the idea that students begin their course at the same level, they will be required to undertake an online training module comprising core subjects such as finance, strategy or marketing before starting the face to face classes.
- The classes will begin by offering students an overview of the business panorama in the automotive market at a worldwide level, to subsequently focus on the specificities of the Spanish market.
- They will then go on to analyse the different areas within a company from two fundamental perspectives, that of the Manufacturer or Brand, and that of the Authorised Dealer.
- In addition, the course will look at every aspect of the new mobility, the electric and self-driving car, in order to provide a more realistic and down to earth view in these sectors.
- The Master's course aims to train leaders, not only with knowledge, but also with skills in management and managing teams, so that they become the managers that businesses will be hiring in the coming years.
- Finally, students will have the opportunity to receive different master classes from relevant professionals of the current automotive and mobility scene in Spain
Faculty
Eduardo Divar (Director)
Managing Director of Kia Motors Iberia, S.L. and Chairman of Wible España
Divar has over 25 years' experience in the automobile sector and has held several senior posts as Commercial Manager at Kia Motors Iberia, S.L., Communications Manager at el Grupo Berge, Managing Director of Tata Motors and Commercial, marketing and communications manager at Chrysler Jeep Iberia. Moreover, Eduardo Divar has an International MBA, IE Business School and a degree in law and diploma in Economics and Business studies from ICADE.
Jorge González (Codirector)
Country Manager de SKBergé Perú
Distribuidor de las marcas KIA, MITSUBISHI, FUSO, CHERY, PEUGEOT y MG para el Perú. Consejero de Servicios Logísticos Automotrices de el Perú.
Jorge tiene una experiencia de más de 20 años en la industria automotriz de los cuales 15 han sido en territorio Latinoamericano. Fue Director General de Kia en Perú y Argentina, Director General de Fiat en Chile, Director General Adjunto de Santander Consumer Finance en Chile y Director General de Mitsubishi y Fuso en el Perú.
Javier Martínez Ríos
Director of Sustainable Mobility at the electricity company EDP (Energías de Portugal)
Director of Sustainable Mobility at the electricity company EDP (Energías de Portugal), is in charge of developing the strategy in the field of electric mobility. Previously, from 2017 to 2019 he has been CEO of Wible, a Carsharing company owned by Kia and Repsol that he created from scratch.A Madrid native, 37 year old, he studied Business Management at Carlos III University and completed an Executive MBA at the School of Industrial Organisation. Martinez Rios began his career with the Bergé group first in the Cadillac Iberia's marketing and press departments and subsequently as Area Manager for Tata Motors. In 2011 he joined General Electric's (GE Capital) renting company as Key Account Manager of fleets with the role of developing pan European agreements for GE in Spain. In 2013 he joined Kia Motors Iberia first in charge of the Second-hand Vehicles department and subsequently at the head of the Fleets Department as Manager of Fleets, Renting and Rent a car.
Alberto López Romero
Director of Customer Experience, CRM and FCA Group Training
Customer Experience &Training Manager of FCA Group. Development Manager with the RED FAC Group Development Manager for the Chrysler España Network Development manager for the Mercedes-Benz network and planner and geomarketing manager in Peugeot. Master's in Business Management CEF Industrial Engineer, University of Malaga.
Alberto Díaz Domínguez
Director de Marketing INFINITI ESPAÑA
Profesional especializado en Marketing y Comunicación. Director de Marketing INFINITI ESPAÑA. Economista, licenciado por la Universidad Complutense de Madrid. Máster en Dirección Comercial y Marketing por el Instituto de Empresa Business School. Ha desarrollado toda su trayectoria profesional en el sector del automóvil en marcas como INFINITI y Suzuki. También como director de Salones de Automoción en IFEMA, Feria de Madrid.
Damián Rubianes Carrasco
Associate Professor in the area of Financial Economics at CEU San Pablo University
He has twenty years' experience in investment banking, financial consulting and asset management. Prior to joining the CEU educational group he was Managing Director and Head of Capital Markets (Variable and Fixed Incomes) at Haitong Bank. He began his professional career in Investment Management at JP Morgan. He then went on to work as a senior consult with Ernst & Young (EY). He subsequently assumed the role of Corporate Finance & Capital Markets Manager at BNP Paribas and Assistant to the Chairman. He has a degree in Economics and Business Sciences from the Complutense University in Madrid, specialising in Finances at the University of Westminster (London), and has a degree in Humanities from Catalonia’s Oberta University. He studied for an MBA at the IE Business School (graduating cum laude) and is a certified Expert in Financial Investments (awarded by IEAF and EFFAS).
Pablo Martínez de Miguel
EMEA Sales Director for Goodyear Dunlop
EMEA Sales Manager for Goodyear Dunlop based in Luxembourg; he has twenty years’ experience in leading commercial teams in different channels and countries. He has a degree in Business Administration and Management, and MBA and PDD from IESE. He is also an executive coach certified by the European Coaching School (ICF).
Óscar Fuertes Aldanondo
Piloto de rally
Es campeón de España de Rally de Tierra en 2011 con un Mitsubishi Lancer EVO X, logrando el subcampeonato en 2008, 2009 y 2010.
En 1998 es elegido entre 2.000 aspirantes para formar parte del Carlos Sainz Junior Team, equipo en el que permanece dos temporadas en las que alterna competiciones en circuitos y en rallyes nacionales e internacionales. Después de ganar dos mundiales, Carlos Sainz, creó esta escuela de jóvenes pilotos con el objetivo de crear cantera. Oscar Fuertes fue seleccionado para correr bajo las órdenes del bicampeón del mundo, junto a Txus Jaio, Fernando Medina y Esteban Vallín.
En 2001 gana la Copa Fiat Punto dentro del Campeonato Andaluz de Rallies. En 2005 gana el Campeonato de Madrid de Rallies de Tierra. EN 2006 gana el Campeonato de España de Rallies en la Categoría de Producción. En 2007 se proclama ganador de la Carrera de Campeones de España de Rallies.
Durante su participación en rallyes, llega a acumular hasta 5 títulos absolutos de la Mitsubishi Evo Cup.
En 2015, tras dar el salto a la disciplina de los raids, se proclama Campeón de España de Raids en la categoría de 2 Ruedas Motrices, llegando en 2017 a proclamarse Subcampeón de España de Raids en categoría absoluta con un SSangYong Tívoli.
El 25 julio de 2017, se adjudica, durante la celebración de la Baja Aragón, la Dakar Challenge, ante más de 30 pilotos inscritos, en una carrera rápida y técnica que exigió a todos un alto grado de concentración.
“El Dakar Challenge ofrece una ocasión increíble de participar en ese rally que representa un gran reto para cualquier piloto. ¡No podía dejar escapar esta oportunidad con la Baja Aragón! Me inscribí con muchas esperanzas y lo he dado todo para alcanzar mi objetivo”, comentaba Oscar Fuertes al terminar la prueba.
La victoria en la Dakar Challenge de la Baja Aragón, puntuable para el Campeonato del Mundo de Rally Todoterreno de la FIA, así como para la Copa del Mundo FIM de Bajas, permitió a Oscar Fuertes obtener un pasaporte de oro para su primer Dakar.
De esta manera, comenzó el idilio de Oscar Fuertes con el Dakar, la prueba motorsport más dura del mundo, siempre de la mano de SSangYong.
En 2018, en la edición 40ª del Dakar, Oscar Fuertes finaliza en la posición 32, logrando ser el 2º mejor Rookie de la prueba que se disputó en Perú, Bolivia y Argentina, a los mandos de un SsangYong Tivoli DKR.
Un año más tarde, en 2019 finaliza su segundo Dakar, celebrado íntegramente en Perú, y consigue acabar en la posición 33 y el pódium en su categoría, con un SsangYong Rexton DKR.
En 2020 el Dakar abandona el continente Sudamericano y se adentra, por primera vez en su historia, en Asia, para celebrar un rally de 12 jornadas en Arabia Saudí, entre Jeddah y Al-Qiddiya. Oscar Fuertes, y su habitual copiloto, Diego Vallejo, logran su mejor resultado en carrera al finalizar en la posición 24, como tercer equipo español en meta, con un SsangYong Korando DKR.
Ramón Garzón
Socio Fundador: Innovación de comunicación y gestión para PYMES
Con amplia experiencia en el sector de automoción en el Grupo Bergé Automoción y en diferentes marcas como Chrysler Jeep Iberia, Lexus España, Tata Motors España, desarrollando funciones en el departamento de prensa, publicidad y marketing. Socio Fundador: Innovación de comunicación y gestión para PYMES. Licenciado en Ciencias de la Información por la Universidad Antonio Nebrija. International MBA en el IE, Master en Marketing y Publicidad por la Universidad de SDA Bocconi (Milán) Programa Directivo de Gestión Patrimonial Familiar IEB, Programa Ejecutivo Dirección Empresas Inmobiliarias – Módulo RICS.
Felipe Sarria
Director General de KIA Perú
Director General de KIA Perú – Empresa del Grupo SKBerge. Previamente se desempeñó como Director General Adjunto, iniciando el 2019 en la marca.
Anteriormente, y dentro del grupo SKBerge, se ha desempeñado como Brand Manager para las marcas FIAT y MG, entre los años 2012 y 2015, y como Director Comercial y de Marketing para las marcas Mitsubishi Motors y FUSO Trucks and Buses, entre los años 2016 y 2019.
Inició su carrera trabajando en la industria textil de exportación, dando servicio a marcas internacionales como Burberry London, Polo Ralph Lauren, Zara, Massimo Dutti y Abercrombie and Fitch, entre otras.
Virgilio Rodríguez
Especialista en Automoción
Amplia experiencia en el mundo del automóvil gerenciado áreas de Operaciones y Posventa.
Del 2010 al 2020 fue el máximo responsable del área de Operaciones del Grupo SKBergé en Perú durante 10 años encargándose de las marcas KIA, MITSUBISHI, PEUGEOT, CHERY, MG y FUSO. Desarrolló durante su estancia en SKBergé el mayor centro logístico de automóviles de Perú e impulsó la transformación digital del grupo.
Desde 1993 ha estado ligado al negocio automotriz habiendo trabajado para marcas como Hyundai y Honda del Perú.
Alejandro Vivas
Director General de la división de marcas emergentes del Holding Gildemeister Perú
Desde el año 2017 es Director General de la división de marcas emergentes (BAIC, Mahindra, Renault & Brilliance y Geely) del Holding Gildemeister Perú.
Tiene más de 20 años de experiencia en el sector automotriz, fundamentalmente en Hyundai España, donde ha desempeñado los puestos de Jefe de Producto, Jefe de Trade Marketing y Jefe Territorial.
Enrollment Procedure
Application for admission + documentation
Admission test
Personal interview
Admissions Committee
Application for admission + documentation:
Complete an application form accompanied by the following documents:
• Copy of National Identity Card/Foreigners Identity Card/Tax Identification Number (DNI/NIE/NIF) or Passport
• Curriculum Vitae
• University degree certificate and academic record
• One photograph
Admission test:
The Admission Test consists of a set of multiple-choice questions in which numerical agility, verbal agility and text compression are assessed. This test can be done in person at our facilities or online.
Personal interview:
In the personal interview, the candidate's personal and professional objectives are discussed, as well as their suitability for the program.
Admissions Committee:
The admissions committee will make an assessment and inform the candidate in writing of the admission result within two weeks.
See the preferential financing conditions for CEU IAM:
* The information provided by the CEU Education Group on the financing requested is for guidance only and can in no way be considered a binding offer or pre-approval of conditions. Whether or not to approve and grant the financing requested is the sole decision the bank.
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