Commercial Management


Sales are the biggest and toughest challenge that all companies face. In the current sales areas is without a doubt that needs more attention, effort and dedication.

Changes in the markets in recent years have been very deep and with this new environment, managers and entrepreneurs ask questions like, what are the needs of customers?, and what trading strategy should I follow?, how do I have to organize my business structure? What are the new trends and new markets? , etc

To provide answers to these questions and others about this exciting field, this course has been prepared so that the managers can design their own strategy and be able to adapt to the area where they are.

This course is essentially practical, examples and cases that are presented correspond to real issues that have been in business and subsequent decision making.

At this point, students can create their own sales plan and effectively use the various tools available in the area to obtain, retain and satisfy customers as essential to the survival of any company.


Goals and Student Profile


After completing the course the student will be able to:

- To know in depth the different concepts and tools in the commercial management of a company.

-  Learn how to create a sales plan and make better business decisions to ensure compliance with the plan.

-  Get business vision and direction for the creation of effective sales teams capable of finding new business opportunities and new markets.

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.  Building efficient sales teams

2.  Requirements for sales management

3. Skills for successful sales manager

4. The sales plan, process and results

5. Organizing the sales force

6. Strategies and tactics in the organization of internal communication


1. A winning model in competitive markets

2. Capabilities and resources

3. Dedicated leadership in sales

4. How to create an organization that knows itself

5. Business skills of a General Director to manage the team successfully


1. Functions and applications in the company of all marketing tools to increase sales

2.  Strategies for loyalty and customers satisfaction as a key to business survival in the future


1. Formulation and implementation of business strategy

2. Management in making business decisions


PhD in Economics. Degree in Economics, Comillas Pontifical University. Executive MBA, Instituto Empresa, Madrid. Masters Degree in Urbanism, Centro de Estudios Financieros (CEF)
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José Antonio Moreno Meseguer, apart from the aforementioned studies, he did the Managing Development Improvement Program. He has extensive experience as business strategic consultant and facilitator in Marketing and Sales Management It is worth mentioning his experience as a consultant for the board of directors of different companies, and as facilitator and consultant for executives in companies such as Grupo Mora, Sales Director and Strategic Director of Key Accounts such as Caja Rural Regional (Regional Savings Bank), Vice President and Sales Director for Andalusia and Portugal at ASSIDOMAN, and Director of Key Accounts at CARTONAJES UNIÓN, S.A. He also plays an important role as professor at ENAE Business School in national and international programs of Marketing and Sales Management, particularly in Spain and South America.
Bachelor Degree in Law and Business from the Pontifical University of Comillas (I.C.A.D.E) Master in Business Administration from the Instituto de Empresa
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He also has other studies such as the Executive Development Program (Idea Group), Management and Leadership Styles (Consultants Spanish) Consumer Marketing (IIR), Strategic Marketing (INSEAD), Corporate Communications (Inforpress), Politics and Business Strategy and Management and Marketing both from the Instituto de Empresa. Pedro Palencia Alacid has extensive professional experience in being notably Group Marketing Director Ferroli Spain, Europe Group General Manager Furniture, General Manager Group Marketing Idea Chain, Ceramic Rocersa CEO and Director of Marketing, Communication and Commercial Coordination and Deputy General Manager of Electrolux Appliances Spain. He is currently an independent consultant and trainer, consultant and adviser in the areas of General Management, Marketing and Sales to customers (SMEs) and associate professor at various Universities and Graduate. His extensive teaching experience has largely worked in the field of Business, Marketing and Market Research, with numerous universities and research centers where he has taught graduate classes, the most important being the Pontifical University of Comillas, University of Carlos III , Rey Juan Carlos University, Menéndez Pelayo International University, School of Industrial Organization (EOI), Institute of Company Directors-CESEM IDE Business School Lluis Vives Valencia, Instituto de Empresa (IE) Business or Marketing School (ESIC) , among others. Also noteworthy is his teaching experience in Latin American universities such as the University ESAN, Lima (Peru) and the Free University of Bogota, Cali (Colombia)

Specified time period and Place

Specified time period:  This course has and extension of 20 contact hours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.


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