Master in Marketing

• Certified copy of bachelor's degree and transcripts
• Proof of English level: TOEFL score 89 (internet-based), 233 (computer-based); IELTS 6.5; CAE C1 with a minimum score of 176; PTE score 59; English native or equivalent
  Applicants must also meet one of the following:
• A GPA of 3.0 on a 4.0 scale
• A satisfactory score on the GMAT or GRE
• An interview with the academic dean
  * Students who do not meet the criteria will have an interview with the admission committee and will be considered on a merit basis. For more information, please contact the admissions department of your chosen campus.

YEAR 1

TERM 1
(13 CH | 18 ECTS)

Foundations of Business Management

This course focuses on the management of organizations. It will examine the skills and functions needed by managers to run efficient and effective organizations. Themes such as motivation, communication, leadership and strategy will be covered.

3 CH | 4 ECTS

Business Environment

This course offers a participative introduction to business environment analysis. The business environment of a global firm is presented in order to familiarize students with concepts related to the international economy and demonstrate how to apply theories to the current global context. Firstly, it provides an overview of the international economy, finance and international economic organizations, which gives students who do not have a background in economics an insight into the drivers and effects of globalization. Secondly, it puts the global firm into the broader context of global politics and economy and considers its role in society. Topics covered in this course include global competition, multinational firms in developed and developing countries and the identification and assessment of the forces that shape the international economic environment.

3 CH | 4 ECTS

Applied Finance

This course discusses the relevant accounting and finance functions required for decision-making in corporate and financial institutions. In this course, students learn about legal forms of business organizations, and the pros and cons of different types of company. This course helps students differentiate between terms like revenue, profit and costs. This will enable managers to analyze financials in order to understand areas of concern and ensure efficiency. This analysis is imperative for making key investment decisions regarding financing, investing, working capital and dividends. The corporations interact with financial markets in order to raise finance through equity, working capital finance, issuing bonds, distributing dividends, etc. They are also required to value their stocks or businesses, which form the basis of transactions in financial markets.

3 CH | 4 ECTS

Business Model

This course focuses on how to develop effective business models through marketing. The course will emphasize the design of customer-driven strategies and developing distinct competitive advantages.

3 CH | 4 ECTS

Seminar: Becoming a Manager

This course addresses the modern management process including decision-making and planning, motivating others and efficient communication. This course more specifically focuses on exploring the rationale of organizational design and structure to achieve firm objectives; positive employer- employee relations; managerial ethics and the use of control systems.

1 CH | 2 ECTS

TERM 2
(13 CH | 18 ECTS)

Analytical Marketing

This course focuses on how to develop a good understanding and appreciation of analytical data for marketing and decision-making purposes. Students learn how to conduct market research to gain a better understanding of the wants and needs of different consumer segments. Course subjects include statistical techniques, selecting a sample and regression analysis as well as consumer behavior, perception and motivation.

3 CH | 4 ECTS

Strategic Marketing

This course is aimed at helping students gain an in-depth understanding of the marketing mix within the context of a company. Emphasis is placed on evaluating a company’s opportunities in terms of both profit and how to create competitive advantage. Students will learn how to develop effective marketing strategies and to maintain their relevance over time.

3 CH | 4 ECTS

Operational Marketing

Marketing has become fundamental to the operations of any organization whether it is a local family-run convenience store, a charity, a new online game or a product-diverse multinational enterprise. Marketing operations is emerging as a critical function that blends process, analysis and data with a creative, holistic approach to customer engagement. Most importantly, marketing operations professionals now have the responsibility of defining and implementing customer data management processes and infrastructure. Students will attain a deep and systematic understanding of the theories and applications of the marketing mix and evaluate its pertinence to project businesses.

3 CH | 4 ECTS

Marketing Into Action

This course enables students to understand how marketing transforms organizations, through identifying and satisfying the requirements of their customers. As well as developing knowledge of these key areas of management, students will gain subject-related and transferable skills that will enable them to investigate complex customer fulfilment issues and provide integrated solutions that are appropriate from a marketing perspective as well as being operationally sound.

3 CH | 4 ECTS

Seminar: Authentic Leadership

Organizations are increasingly aware of the importance of intellectual and human capital. Leadership and trust are two drivers of human capital development. Trust is at the heart of organizational and personal issues and rests on rational and emotional foundations and on contractual and affective exchanges. To become a leader, you have to know yourself, be aware of your strengths and weaknesses and understand others. This course focuses on effective communication, support, teamwork, leadership and team-building.

1 CH | 2 ECTS

TERM 3
(13 CH | 18 ECTS)

Marketing Communications

The theory and techniques applicable to marketing communication functions, such as integrated marketing communication, advertising, social media and public relations will be studied. This course enables students to develop effective communication strategies and to learn the theory and techniques applicable to marketing communication functions.

3 CH | 4 ECTS

International Marketing

This course introduces students to the complexities involved in the international marketing process. Students will learn about the unique environments of international marketing, including the cultural, legal, political and economic, by conducting a feasibility study. They will also discover the various ways a company can expand globally and how companies in global industries pursue competitive advantage.

3 CH | 4 ECTS

Industrial Marketing

Industrial markets differ from consumer markets in terms of the numbers of buyers and their buying behavior. The impact of these differences will be discussed and contrasted during the course. In particular, the buying processes of business firms will be analyzed and the concept of key account management, which imposes specific and technical relationships between supplier, purchasing officers and end-user departments, will be thoroughly explored. There will be particular emphasis on exploring B2B marketing strategies, studying the specificities of B2B value chains and analyzing B2B marketing performances.

3 CH | 4 ECTS

Digital Marketing

Digital marketing efficiently drives lead generation and sales, as organizations continue to recognize the ability of digital tools and channels to build brand awareness, generate high-quality leads, and maximize revenue. The digital economy experiences a major growth which engenders a high demand for skills in digital marketing. The objectives of this course are to cover the main concepts, techniques and skills required to develop, plan and implement an effective digital marketing strategy.

3 CH | 4 ECTS

Seminar: Effective Negotiation

Negotiating is part of our personal and professional daily lives. This is a skill that all organizations value. Being an effective negotiator promotes career development. The main objectives of the course are to help students build and strengthen their negotiation skills by developing an analytical understanding of business negotiations, so they can become more effective negotiators and problem-solvers.

1 CH | 2 ECTS

GRADUATION (Requirements)

Business Plan

Students will also be required to submit a business plan (6 ECTS) at the end of their studies and to attend field trips, company visits and fairs as part of the experiential learning method.

4 CH | 6 ECTS

• THREE TERMS/ONE YEAR Fees per term €4,600 
• Total Course Fees €13800