MSc in Strategic Marketing

Key areas of studies

Consumer behavior, marketing research, marketing communication, contemporary issues in marketing, digital marketing, corporate communications, marketing of services, business strategy, cross-cultural management skills. The curriculum is indicative and is subject to change.

Knowledge & Understanding

Students upon graduation should be equipped with:

• global economic and managerial issues as they relate to strategic decision making;
• contemporary issues of marketing, including the phenomenon of new media and social media;
• the current interpretation of brands and entertainment marketing;
• how CSR, responsible and ethical marketing can add value to profitable business strategies;
• appropriate techniques to deal with complex issues critical to the success of multinational firms.

Disciplinary & Professional Skills

Upon completion of this course, students should be able to:

• To create an opportunity for students to occupy mid-level marketing management positions in companies and develop international managerial skills.
• To study, review, and put into practice both the “tried and tested” techniques and the latest concepts in the field of marketing management.
• To deepen the students’ ability to apply, develop, and critically appraise current techniques, theories, and practices encountered in the marketing environment of local and international firms.
• To develop a critical awareness of the global business environment and the relevant marketing tools required to make a business or organization successful in an increasingly competitive world.
• To develop international managers, skilled in interpersonal and cross-cultural communications, and equipped with up-to-date knowledge on marketing management.
• To create a global and strategic mindset and to develop sensitivity to learning from other cultures.
• To build an appreciation in students of the need to continuously develop skills and knowledge throughout their careers.

Graduates will be able to pursue careers in a wide range of marketing roles at a creative agency or in the media sector including Product Management, Sales, Advertising, Public Relations, and Market Research.

Recent IBS graduates are working as brand managers or sales executives at PR/marketing/advertising agencies or in the FMCG sector, in the health industry, or in the media.