Master in Marketing
Now more than ever, companies require innovative, qualified marketing experts to implement creative changes.
EU's Master in Marketing teaches students the latest trends in marketing. This master explores the main components of marketing decision-making and helps students to develop the skills required to make effective marketing decisions while providing insight into analytical, strategic and operational areas of an organization.
Program Structure
The Master in Marketing (60 ECTS) is a one-year program, divided into three terms. Each term comprises four courses (4 ECTS each) and one seminar (2 ECTS). Throughout the year, students are also exposed to real-life case studies, games and business simulations. In order to graduate, participants must also complete a business plan (6 ECTS).
(13 CH | 18 ECTS)
Foundations of Business Management
Show detailsThis 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
Show detailsThis 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
Show detailsThis 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
Show detailsThis 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
Show detailsThis 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
(13 CH | 18 ECTS)
Analytical Marketing
Show detailsThis 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
Show detailsAs companies take a customer-orientated approach to driving key strategic decisions, marketing increasingly sits at the center of corporate strategy. It’s what’s referred to as “strategic marketing” – in other words, how a company, in the pursuit of its core business objectives, assesses its environment, chooses its target markets and customers, defines and positions its product and/or services, focuses its marketing activities, and allocates its marketing resources. Taking a real-world approach to understanding how firms formulate marketing strategy, students will learn the various aspects of strategic marketing, with a focus on current and emerging marketing technologies, tools, tactics and their impact on marketing strategy development.
Subject-specific module | 3 ECTS
Operational Marketing
Show detailsMarketing 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
Show detailsThis 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
Show detailsOrganizations 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
(13 CH | 18 ECTS)
Marketing Communications
Show detailsThe 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
Show detailsThis 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
Show detailsIndustrial 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
Show detailsDigital transformation has completely transformed the marketing landscape and continues to do so. Marketers are facing a proliferation of social media channels, the power of the connected consumer, and new digital planning tools. This course aims to deepen students’ understanding with regard to digital marketing, enabling them to use that knowledge as a powerful marketing tool to enable an enduring relationship with consumers built on trust, dialogue and engagement. Students will learn the essential elements required to develop a comprehensive digital marketing strategy as well as implement key aspects of that strategy within a project. The course covers key pillars of digital marketing, mainly search engine optimization and marketing, social media platforms and KPIs, content marketing and influencer marketing.
Subject-specific module | 3 ECTS
Seminar: Effective Negotiation
Show detailsNegotiating 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
Business Plan
Show detailsStudents 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
Learning Outcomes
The program develops a comprehensive view of the role of marketing in companies and how fundamental it is in driving companies’ success. During this program, students will:
- Investigate the impact of political, economic, sociocultural and physical environments in marketing and how to manage them.
- Understand the relationship between the customer and the company.
- Learn analytical, strategic and operational marketing competencies.
- Study the major processes of marketing through case studies and class discussion.