MSc in International Marketing and Management
DURATION
2 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request the earliest start date
TUITION FEES
EUR 3,225 / per semester *
STUDY FORMAT
On-Campus
* per semester.
Introduction
International Marketing and Management
According to Peter Drucker, „Because the purpose of a firm is to create a customer, the firm has only two basic functions: marketing and innovations“. According to this, marketing is one of the functions the most essential in the organization. In short, the objective of marketing is to create value, communicate value, collect value from the firm‘s customers thus increasing the overall value of the organization. Marketing is the organization‘s most important source of knowledge about markets, while also being the face of the organization that most customers and stakeholders see. The purpose of the program is to educate market-oriented leaders who through cutting-edge research-based training will work for the best world companies.
PROGRAMME FOCUS
The overall goal of the programme is to provide students with knowledge, skills, values, and attitudes related to international marketing management. The program’s specific focus is on a comprehensive examination of all major components of marketing management strategies and their integration. The programme is structured on three main pillars: marketing, the financial implications of investments in marketing, and research. The overall marketing management approach in the program is very analytical and stresses the marketing skills required to influence the level, timing, and composition of demand for a product, service, organization, place, person, idea, or some form of information. The degree is tailored to the needs of managers operating in highly turbulent international and local environments.
The Master of Science (MSc) in International Marketing and Management is a rigorous and unique academic programme exposing students to international business and academic environments, thus, preparing them optimally for a career in international business.
EXCHANGE PROGRAMMES
Master’s students can spend an exchange semester in one of 20 partner universities in 13 countries across Europe and Asia.
DOUBLE DEGREE OPTIONS
The double degree is exclusively awarded to students who spend the second year of their two-year programme at the chosen double degree partner university:
- BI Norwegian Business School
- INSEEC Bordeaux
- Kedge Business School
Admissions
Curriculum
Semester 1
What Will I Learn?
- You will gain an understanding of how services are marketed, with emphasis on the significant difference between marketing of services and marketing of products
- You will raise awareness for the participants that corporations have a responsibility towards all stakeholders – not just towards increasing shareholder value. The drivers of CSR and sustainable development will therefore be discussed in an international and intercultural context
- You will delve in different research methods and practices in marketing and learn about the trends in the field such as neuromarketing research and usage of artificial intelligence in research
- You will learn how Integrated Marketing Communications fits into the overall marketing mix and marketing strategy and understand how the communications process fits into and works with consumer behavior with emphasis on the consumer decision making proces
Courses
Semester 2
What Will I Learn?
- You will get into the mind of the global consumer and build on basic consumer behavior courses and discusses specificities of consumer behavior in international context
- You will develop the necessary knowledge and skills build strong brands, position them successfully and find a competitive edge in the global marketplace. Emphasis is placed on hands-on experience of analyzing, assessing and managing brands
- You will delve into a foundation on how to measure and manage customer value to increase profitable growth – and how to raise company’s customer value accountability to a higher level
- You will be introduced to advanced applications in financial management that are geared to maximize a company value. Covered topics include valuation, investment techniques, estimation of cash flow, and various aspects of risk management
Courses
- Digital and Social Media Marketing (GRAV030)
- Brand Management (GRAV022)
- International Consumer Behaviour (GRAV010)
- Customer Value Analytics (GRAV031)
- Research Methodology (GRAV001)
Semester 3
What Will I Learn?
- You will study the digital marketing and social media phenomena and focus on topics which are critical in leveraging the power of social media, such are: content management, development of social media presence, mobile marketing and viral marketing
- You will assess the innovativeness and the coherency of an existing business model, create a new business model for the company and apply a portfolio logic for allocating resources to multiple innovation projects in a company
- You will examine both advanced and developing economies; address competitiveness at multiple levels – nations, subnational units such as states or provinces, particular clusters, and neighboring countries. You will do this in the Microeconomics of Competitiveness course which is a distinctive graduate course offered in cooperation with prof. M. Porter and a team of his colleagues at Harvard Business School (HBS)
- You will start finalizing your Master’s studies journey and start working on your Master’s thesis
Courses
- Microeconomics of Competitiveness (GRAV027)
- New Product Development and Service Innovation (GRAV025)
- Research Proposal (GRAV032)
- Corporate Finance (GRAV012)
Semester 4
What Will I Learn?
With the help of experts and a master's thesis supervisor, you will integrate the knowledge and skills you have already acquired by conducting a scientific study and contributing its results to the knowledge base within your field of research
Courses
Gallery
Program Outcome
In What Areas Will I Gain Expertise After Completing This Programme?
- You will acquire the ability to assess the strategic significance of the marketing process
- Acquire strategic skills through rigorous teaching and well-structured frameworks to adapt and be resilient in the changing landscape
- Learn how to create a business strategy using customer insights and competitor analysis
- You will gain expertise in crafting brand strategy and positioning