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Presentation / Program Information

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The marketing undergraduate program was internally approved at a meeting of the Division Council, as subscribed in Act Number 3 dated April 15, 2009, as well as by the General Academic Council as subscribed in the Act dated May 2, 2009 and by the Superior Council by means of Agreement 9 dated June 16, 2009. At the present time, our program is part of the Division of Economic and Administrative Sciences. Qualified Registration granted by the Ministry of Education by means of resolution 2070 dated March 25, 2010 operating under SNIES code 90373.

This is a formative University level undergraduate program with a face to face methodology, its field of knowledge consists of Economics, Management, and Accounting and related subjects as well as Secondary accounting at the principal USTA Colombia Bogota Branch granting the degree of a Professional in Marketing, initiating activities in the 2010-1 academic period.

What are the strengths of the Marketing program?

Possibility of taking subjects in common thereby obtaining two degrees in conjunction with the Schools of International Business, Business Management, Economics, Accounting and Statistics.

Double Degree Agreement for Marketing Program with Southeastern Louisiana University in the United State

Possibility of taking an international semester abroad by means of International Agreements.

The pedagogical model of the School of Marketing combines Theory and Practice by means of visits to local and international companies, work in the field, internships and events with marketing executives from important companies. The Faculty of Marketing teaching based on practice.

Our teaching staff aside from holding high formative degrees (Specializations and Masters) also have working experience specifically related to their profession and the subjects they teach.

Universidad Santo Tomás (USTA) is an Institution of Higher Education supervised by the Colombian Ministry of National Education.


The Marketing Program at USTA, is committed to providing a comprehensive Humanist training, focused on creativity and innovation, with a practical emphasis and the use of ICTs. Thus, it is based on a deep knowledge of the consumer and the markets, the construction of brands, managerial vision and strategical skill with a global approach; aiming at generating knowledge and development in the organizations from the different economic and social sectors at the regional, local, national and international levels.

“Humanism and knowledge with practical sense”, is our mission’s motto which summarizes the mission of our program and recollects the philosophy of its pedagogical action, which can be explained as follows:

Humanism, is the principle which connects our program with the essence of the University expressed in its mission, which is inspired by the humanist, Christian thinking of Saint Thomas Aquinas, where all pedagogical action is focused on the human person and thus, all the substantive functions of the University are oriented towards (….)” the improvement of people’s lives and the harmonic development of all the vital and complementary dimensions” (Organic Bylaws, 2011,p 9)

In other words, it is the way the program is connected to the Institutional mission, which recognizes that the focus of all the program’s action is the human person where the role of teaching is “leading and promoting the human being to perfection as a man which is the state of virtue” [1].

In this manner, as mentioned by Father Marco Antonio Peña O.P.[2] in his speech of August 2014, the role of University education is not only to train competent laborers for corporate business work. For that, you have the technological institutions which have as their mission to train workers for a concrete job, based on the necessities of a consumer society in order to survive in a global and competitive society. The utilitarian approach denies a student the formative, comprehensive Humanist training, with ethical responsibility and social solidarity, seeking the common good through justice and peace, which leads to the happiness of all citizens. Peña, 2014).

On the other hand, Knowledge, is the word by means of which our program affirms its interest in providing a rigorous training, where concepts and theories of universal acceptation and have matured with time and constitute the theoretical corpus of the field.

Finally, The Practical side, is the reflection of that knowledge, starting from the creation the value, transcending the Marketing action by means the media and necessary instruments which allow to study reality in order to judge it and transform it based  on reason, which orients the perfectibility on a human being.

Practice, has to do with concepts and tools particular to the concepts of the professional exercise of Marketing. Thus, the strictly economics related vision of Marketing and the functional reduction oriented to generating wealth for wealth’s sake, with which the discipline has been labeled, is not part of the USTA perspective. On the contrary, based on Thomist Humanism, wealth is seen as a social function and Marketing as its stimulating factor in a context of a free market, becomes an agent which allows the members of a society to achieve their goals promoting the economic and social growth and development of these agents among whom organizations, citizens, (consumers, non-consumers) and other groups of interest are noteworthy.

[1] Taken from Father Marco Antonio Peña at the general meeting of professors from the  Faculty of Marketing August 2014.
[2] Father Marco Antonio Peña O.P. was the Dean of Economic Sciences in 2014.

By the year 2020, the Marketing program, will be recognized nationally and internationally, because of its relevance in the academic, social and organizational fields, reflected in the promotion of teaching, research and social projection. All of this based on an understanding of the exchange scenarios, the consumer, the markets and constructing brands for the implementation of strategies of high particular value with creativity and technological appropriation


I. Christian Humanism, based on Thomist Philosophy.

II. Ethics, as a foundation for the construction, development and knowledge of both social structures and individuals.

III. Research, as a necessary process for constructing and understanding both new knowledge and the addition of value..

IV. Creativity and Innovation, as components for managing and training in order to obtain opportunities.

V. The Practical Sense, as the essence of critical reasoning which allows for a concrete, clear, measureable, sustainable and evident approach to the goals.

VI. Strategical Capacity with a global approach, represented by strategical thinking and an action oriented towards achieving, which allows for consciously and proactively understanding diversity, inter-culturalism and globalization in order to build a society.

VII. Technological awareness, which allows for a conscious and competitive use of ICT tools as a support for Scientific Research and for the creation of new knowledge in benefit of a sustainable human development.

Alumni Profile

A student of Marketing at USTA must be a comprehensive person, who based on the development of human, has a set of bio-psycho-social features which allows for the articulation of body/soul, nature/culture, for the orientation of the conscious and intentional planning of  an ethical life project

On a cognitive level, the student must be able to interpret, sustain and propose solutions to the immediate reality. On a social level, the student must be able to interact with the environment, respecting cultural differences, tolerance processes and cooperative work, by means of the acceptance of collectively constructed laws and guidelines On the communicative level, oriented towards understanding, interpreting, analyzing and producing texts, using language as a means by which the symbolic and culture universe of a subject is configured, in interaction with others and the world.

On an ethical level, a person who is able to take responsibilities of their own acts, without forgetting respect for personal integrity, for others and for the environment. Finally, on a spiritual level, a human being capable of transcending the reality of life with solidarity, respect for religious differences, intimacy, love and one’s own connection with society and the universe(Durán, 2003; Tobón, 2011).

Training Profile

The emphasis of our program, based on our thematic cores which define the field’s object of study this being: a Deep knowledge of the consumer and markets, development of offers of value within the framework of creativity and innovation, the construction of brands, the development of strategies with a managerial and humanist vision within a global and technological environment, all articulated to the human dimensions of Understanding, Doing, Acting and Communicating. Thus, a Marketing Student is trained in the following way:

With a basis on Understanding, a marketing student is a person who inquires and is preoccupied with understanding models, approaches and theories based on which the context of consumer, brands, markets and other exchange scenarios is conceptualized. Interest, research motivation and an interdisciplinary vision, facilitate in a marketing student the building of knowledge with scientific rigor.

With a basis on Doing, a marketing student, is capable of applying the conceptual elements of the field, the models and tools necessary for achieving results, which would serve in making decisions at the time of researching consumers, brands, markets and other exchange scenarios. A marketing student is a person who is able to think strategically with a global approach and is aware of how to apply knowledge and tools ethically.

With a basis on Acting, a marketing student is oriented towards conscious achievement, with social awareness and a practical sense, capable of interacting harmoniously and ethically to change the environment, creating value and offering alternatives for a sustainable development.

Finally with a basis on Communicating, a marketing student, is a critical, proactive person who can transcend both the biological and cultural being and is able to assess the context of a consumer, markets and other exchange scenarios, with creativity and innovation.

Marketing Graduate

A marketing graduate, is a person who is an integrally trained person, developed in 4 dimensions:

Deep knowledge of the consumer and markets (Supply and demand).

A marketing graduate from USTA, is a strategist who is able to study and understand both the rational and emotional dynamics of a consumer (Kahneman, 2011), which guide decision making regarding purchase and consumption, and as a whole, the capacity to know and describe the organizational dynamics in the productive sectors, which frame the different marketing and exchange scenarios ( Browdel 1963), in order to find profitable opportunities both economically and socially.

Developer of value proposition within the framework of creativity and innovation

The university’s graduated marketing professional is a strategist able to conceptualize creative and innovative value propositions (Norton & Kaplan,), leading to the design, development, diversification, production, distribution and sale of products, to generate market impact.

Trademark Developer and Manager

The professional graduate in marketing is a strategist developer and manager of brands in organizations, as a result of a paradigmatic revolution, which replaces the concern to produce for the concern to develop and position brands (Klain). In the most current view, brands are associated with the cultural, social and ideological values ​​of consumers; oriented towards generating awareness, appreciation, relevance and differentiation in them(Young & Rubican,), to achieve their positioning and guarantee their loyalty.

Humanistic and managerial vision in a global and technological environment

The university’s professional graduated in marketing is a strategist who must meet two main characteristics: One is the creative capacity and the other is the ability to execute (Ohmae,) which would allow them to design strategies and orient the execution of processes with a high level of differentiation against the competition, based on the criteria of profitability and sustainability, which determine that they are strategists of integral marketing, articulating the management tools within a technological environment, recognizing, interacting and incorporating the dynamics of the global environment.

Occupational Profile

The USTA Marketing Professional will be able to perform in the following roles or positions of basic level, middle management, senior management or as an independent entrepreneur within the organizations, especially in sectors such as those of mass consumption, services, government, commerce (retail), technology, industry and others, in areas such as branding (branding), customer service, business management, market research, distribution channels, among others.

At the basic level they can work as market analyst, marketing assistant, field supervisor (market research), brand assistant or customer service assistant, among others. At the middle management level, they can be appointed as sales supervisor, marketing or marketing coordinator, commercial logistics manager, regional sales manager or manager, zone manager, price manager, channel manager or trade marketing manager.

At the senior management level, they can perform in positions such as brand manager, national sales manager, marketing or marketing manager, product line manager, channel manager, internationalization manager or customer service manager. They can also become vice president or president of marketing as is common in some companies. Finally, at the independent level, they can consolidate themselves as consultants, entrepreneurs, market researchers and such.

When a student of the Faculty of Marketing has attended and fully approved the credits of the Course of Study, once graduated will be able to perform in the labor market atthe following levels:

Basic Lavel (marketing analist, Marketing Assitant, Brading Assitant, Market  Research); Middle Management (Brand Manager, Sales Manager, Price Manager, Marketing Manager); Senior Manager (Chanell Manager, Commercial Manager, Customer Service Manager, Manager Internationalization) Independent (Businessman, Marketing Auditor, Market Research)

Degree Regulation 

Any concerns about this, please contact: Carolina Garzón Medina, Research Office, 9th Floor, Edificio Angélico

Degree Regulation

Professional Practice Regulacions 

Any concerns about this, please contact: Gustavo Riveros, 10th Floor, Edificio Angélico

Professional Practice Regulations

A continuación podrá encontrar diversos formatos los cueles pueden ser descargados, diligenciados y enviados por correo electrónico o de forma física a nuestra facultad, con el fin de dar tramite a su solicitud.

Registration Format for Professional Practices

Format for Professional Practices

Note: Sign your application

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