Marketing Specialization
Specialization in Marketing (90 ECTS)
Marketing is a crucial function for the long-term success and the organic growth of any business. Its key role is to provide an understanding of the needs of an organization's customers in order to create, communicate, capture and sustain value for a firm. Today marketing is no longer only acting on subjective instincts or opinions, but is increasingly based on objectively verifiable approaches and methods. The increasing amount of available information about markets and prospects, about media and channels, about customers, customer behaviour allows to get a better understanding about the choices consumers make and the consequences of these choices for the strategy of a firm, new product development, customer relationship management, branding and other marketing efforts.
In the marketing specialization you will be equipped with a solid knowledge about the latest analytical tools and techniques and the best industry practices in key areas of marketing such as branding, service marketing, luxury marketing and new product development.
Semester 1 (Fall semester) - Mandatory Core Program (33 ECTS)
- Courses in: Management Simulation, Change Management, Advanced Organizational Behaviour, Controlling and Performance, Assessment of Information Systems, Strategic Management, Industrial Management and Logistics, Financial Planning and Business Plan, Business and Society, Advanced Marketing Research, Social and Legal Issues in Informatics.
Semester 2 (Spring semester) for Marketing orientation (27 ECTS)
- Courses in: Research Methods for Master thesis, Business Ethics, Qualitative Research Methods , Branding, Management Growth, Multivariate Data Analysis, Management of Luxury Goods, Customer Relationship Management, Services Marketing.
Semester 3 (4) - Internship (15 ECTS) and Master Thesis (15 ECTS)
