MBA in Marketing

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EUR 3,985.00
EUR 3,750.00

About this course

THE AIMS OF THE PROGRAM
The MBA in Marketing program is designed to provide students with an advanced understanding of marketing principles, strategies, and techniques that are crucial for success in today’s dynamic and competitive global market. The program focuses on both theoretical knowledge and practical skills needed to develop effective marketing strategies, manage brands, and drive business growth. The key aims of the program are:

Advanced Marketing Knowledge: To provide students with a deep understanding of marketing theories, models, and practices that are applicable across industries and markets, both locally and globally.

Strategic Marketing Skills: To equip students with the skills needed to create and implement effective marketing strategies that align with business objectives, enhance brand value, and deliver customer satisfaction.

Leadership and Management in Marketing: To develop leadership abilities in students, enabling them to manage marketing teams, lead projects, and drive marketing campaigns that contribute to business success.

Data-Driven Marketing Decisions: To teach students how to use data analytics and market research to make informed, evidence-based marketing decisions that improve customer targeting, segmentation, and positioning.

Innovative Marketing Practices: To expose students to the latest trends and innovations in marketing, including digital marketing, social media, content marketing, and emerging technologies, and how these can be leveraged to gain competitive advantage.

Global Perspective: To develop a global outlook on marketing, understanding how cultural, economic, and technological factors influence marketing strategies across different regions and markets.



DEGREE AWARDED
Upon successful completion of the program, students will be awarded a Master of Business Administration (MBA) in Marketing. This degree prepares graduates for leadership and managerial roles in marketing departments, advertising agencies, and marketing consultancy firms.



EMPLOYMENT OPPORTUNITIES
Graduates of the MBA in Marketing program are well-positioned to take on senior roles in a variety of industries, including retail, consumer goods, technology, healthcare, and financial services. Career opportunities include:

Marketing Manager: Oversee and manage marketing campaigns, lead teams, and develop strategies that increase brand awareness, customer engagement, and revenue.

Brand Manager: Manage and grow a brand’s presence in the market, ensuring consistent brand messaging and positioning across all touchpoints.

Digital Marketing Manager: Lead digital marketing initiatives, including SEO, SEM, content marketing, social media, and email marketing, to drive online sales and engagement.

Market Research Analyst: Analyze market trends, customer behavior, and competitor activity to provide insights that inform marketing decisions and strategies.

Advertising Manager: Plan and execute advertising campaigns across multiple channels, including print, digital, TV, and radio, to promote products and services.

Sales and Marketing Director: Oversee the entire marketing and sales function of an organization, managing budgets, setting objectives, and ensuring the alignment of marketing efforts with business goals.

Marketing Consultant: Provide expert advice to companies on their marketing strategies, helping them optimize their marketing efforts and achieve business objectives.



EDUCATIONAL OBJECTIVES
The primary educational objectives of the MBA in Marketing program are to:

Develop strategic marketing expertise: Equip students with the ability to formulate, implement, and evaluate marketing strategies that drive business growth and customer loyalty.

Enhance leadership and managerial skills: Foster the leadership and decision-making capabilities required to lead marketing teams, manage budgets, and oversee complex marketing campaigns.

Master data-driven marketing: Teach students how to use market research, consumer data, and analytics tools to make informed marketing decisions and measure campaign success.

Promote innovation in marketing practices: Expose students to cutting-edge marketing trends, such as digital marketing, influencer marketing, and customer experience management, enabling them to stay ahead of the curve in an evolving market.

Provide global marketing insights: Help students understand the challenges and opportunities of marketing in a global context, and develop strategies that cater to international markets.



EDUCATIONAL METHODS
The MBA in Marketing program uses a combination of traditional and modern teaching methods to ensure that students gain both practical experience and theoretical knowledge:

Lectures and Case Studies: Lectures provide foundational knowledge, while case studies allow students to explore real-world marketing challenges, analyze successful campaigns, and develop problem-solving skills.

Group Projects: Collaborative group projects help students build teamwork and leadership skills, and provide opportunities to apply marketing concepts to practical situations, such as creating marketing plans or conducting market research.

Workshops and Simulations: Workshops and business simulations offer hands-on experience in marketing strategy development, decision-making, and crisis management.

Industry Guest Speakers: Professionals from the marketing industry share their experiences and insights, helping students learn from real-life case studies and understand the challenges marketers face today.

Internships: The program may offer internships or work placements with leading companies, providing students with the opportunity to apply their marketing knowledge in a professional setting.

Capstone Project: The MBA program culminates in a capstone project, where students work on a comprehensive marketing project that requires them to research, design, and execute a marketing plan for a real or hypothetical business.



GRADUATION REQUIREMENTS
To graduate from the MBA in Marketing program, students must:

  • Completed all required courses and electives, including core marketing courses, leadership and management modules, and advanced marketing strategy classes.
  • Complete a capstone project or thesis that demonstrates their ability to apply marketing theories and practices to real-world business challenges.
  • Maintain a satisfactory academic standing, typically requiring a minimum GPA of 3.0.
  • Participate in all mandatory workshops, seminars, and internships.
  • Pass any comprehensive exams or assessments related to marketing and business management.


Graduates will receive their MBA in Marketing after meeting all program requirements and obtaining approval from the university’s academic board.

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The Human Resource Management (HRM) course provides students with an in-depth understanding of the strategic role of human resources within organizations. This course equips students with the knowledge and skills necessary to manage HR functions effectively, from recruitment to talent management, and ensures alignment with organizational objectives to drive business success.

Learning Outcomes:

Upon completion of the Human Resource Management course, students will be able to:

1. Understand HRM from a strategic perspective, recognizing its vital role in supporting the long-term success and competitiveness of an organization.

2. Gain insight into key HR processes, including recruitment, training, and talent management, with a focus on aligning these processes with organizational goals.

3. Understand selection and testing procedures for potential employees, enabling effective identification of qualified candidates.

4. Effectively conduct interviews and evaluate candidates, using structured approaches to ensure fair and thorough assessments.

5. Understand the performance appraisal process, learning how to assess employee effectiveness and make decisions that promote organizational growth and individual development.

6. Develop skills in managing careers and retention, emphasizing strategies for maintaining a motivated and skilled workforce.

7. Recognize the importance of human capital in sustaining a firm's competitiveness, particularly in the knowledge economy where talent is a key driver of success.

8. Make HR decisions that align with organizational goals, ensuring talent management supports the company's broader business strategies and objectives.


Course Description:

This course explores the strategic and operational aspects of human resource management. Students will learn how to apply HRM concepts in real-world scenarios, focusing on best practices in recruitment, employee development, performance evaluation, and retention. Through case studies, role-playing, and practical exercises, students will develop the necessary skills to effectively manage human resources in diverse organizational settings, ultimately contributing to business success.

Course Overview
This compulsory course focuses on the application of economic principles, theories, and practices to key management decisions within organizations. It aims to enhance students' ability to apply both micro and macroeconomic reasoning in the context of business management. The course provides a strong theoretical foundation and practical tools for efficient management and strategic decision-making in firms. Students will also develop critical and analytical thinking skills to assess and make informed business decisions.


Course Objectives

  1. Increase students' understanding and application of economic concepts in business contexts.
  2. Introduce economic theories and tools that support effective firm management.
  3. Develop students’ skills for making strategic business decisions grounded in economic principles.
  4. Improve critical and analytical thinking regarding business strategies and economic challenges.


Learning Outcomes
By the end of this course, students should be able to:

  1. Demonstrate an intermediate understanding of consumer behaviour and market demand.
  2. Analyse different market structures and formulate competitive strategies.
  3. Evaluate the impact of government intervention on market dynamics and business operations.
  4. Assess the influence of macroeconomic factors on business strategies and societal outcomes.
  5. Apply economic reasoning to solve complex business challenges and improve decision-making processes.

Course Overview
This course equips students with essential financial skills and analytical techniques necessary for making informed financial decisions in a business context. It focuses on key financial concepts such as the time value of money, valuation of stocks and bonds, and the preparation and analysis of financial statements. Students will also learn to compute cash flows, make capital investment decisions, and evaluate investment projects effectively. Through practical applications and problem-solving, the course prepares students to handle financial challenges in organizational settings.


Learning Outcomes
Upon successful completion of the course, students will be able to:

  1. Develop and interpret financial statements to assess organizational performance.
  2. Apply the time value of money concept to calculate present and future cash flows, stock values, and bond prices.
  3. Enhance skills in computing cash flows and making sound capital investment decisions.
  4. Analyse financial statements to evaluate the viability of investment projects.
  5. Make informed and strategic financial decisions to support business growth and sustainability.
Course Description This course explores critical questions that address the intersection of technology management and leadership: How can I manage technology and lead people through technology-driven change to achieve mission-critical outcomes? What must managers and professionals understand to actively and meaningfully participate in managing the rapidly evolving information management function within an organization? Learning Outcomes Upon successful completion of this course, students will be able to: Understand Fundamental Concepts Grasp key terms and concepts related to information systems and associated technologies. Evaluate and Propose Solutions Assess user needs, evaluate information systems, propose viable solutions, and analyze implementation proposals. Communicate Effectively Interact proficiently with salespeople, technical specialists, users, colleagues, and administrators regarding information technology. Leverage IT for Value Creation Recognize how IT enhances the management process by providing better access to valuable information. Understand Development Methodologies Comprehend the systems development life cycle and software development methodologies. This comprehensive approach equips students with the knowledge and skills necessary for effective technology management in modern organizations.

Course Overview
This course prepares participants to apply marketing concepts and techniques, equipping them for the responsibilities of a marketing manager. It focuses on strategy development, evaluation, and implementation across diverse business environments. Students will gain practical skills in market research, brand management, customer relationship management, and the integration of digital marketing tools. The course emphasizes both theoretical frameworks and real-world applications, enabling participants to develop and execute effective marketing strategies.


Course Objectives

  1. Equip students with the knowledge to design and implement marketing strategies in various business contexts.
  2. Train students in market research and trend analysis for data-driven decision-making.
  3. Develop expertise in brand positioning, equity management, and global brand strategies.
  4. Provide insights into effective customer relationship management (CRM) techniques.
  5. Integrate modern digital marketing tools into strategic planning.


Learning Outcomes
By the end of this course, students will be able to:

  1. Design comprehensive marketing strategies using segmentation, targeting, and positioning frameworks.
  2. Conduct market research and analyse trends to support strategic decision-making.
  3. Manage brand positioning, equity, and develop global branding strategies.
  4. Implement effective customer relationship management (CRM) initiatives.
  5. Integrate digital marketing tools such as social media and content marketing into broader marketing strategies.

Course Overview
This course enhances students’ understanding of the role and significance of research in business and management. It equips students with the skills to design and execute their own research projects, providing a solid foundation in research methodologies, data collection, and analysis techniques. The course emphasises practical applications, including the use of research tools and ethical considerations in conducting studies.


Course Objectives

  1. Strengthen students’ knowledge of research perspectives and methods in business and management.
  2. Guide students through the research process, from problem selection to data analysis.
  3. Equip students with the ability to develop comprehensive research proposals.
  4. Train students to utilise research tools like Endnote, SPSS, or Atlas.ti for data collection and analysis.
  5. Emphasise the importance of ethical practices in conducting research.


Learning Outcomes
By the end of the course, students will be able to:

  1. Understand and apply various perspectives and methods in business and management research.
  2. Explain and implement the research process, including hypothesis formulation, design, sampling, and data analysis.
  3. Develop and present comprehensive research proposals.
  4. Formulate research questions, conduct literature reviews, and utilise tools like Endnote, SPSS, or Atlas.ti effectively.
  5. Create research tools, such as questionnaires and interview schedules, tailored to specific study objectives.
Course Objectives This course equips students with skills in strategic thinking, leadership communication, teamwork, and cross-functional integration. It focuses on strategy development for large corporations while being applicable to firms of all sizes and sectors. Through case studies, students gain hands-on experience with strategic issues across diverse industries and contexts. Learning Outcomes By the end of the course, students will be able to: Analyze industry structures and environmental trends. Evaluate how a firm’s resources and capabilities create competitive advantages. Formulate strategies for different business contexts. Implement strategies effectively and organize firms for success.

Course Overview
This course introduces the foundational concepts, paradigms, and limitations of organizational theories, equipping students with the knowledge and skills needed to understand, design, and manage organizations. It examines both macro-level aspects, such as structures, technology, and external environments, and internal processes like culture, decision-making, and conflict management. Through lectures, readings, discussions, case studies, and research projects, students develop a comprehensive understanding of organizational dynamics and their practical implications in various sectors.


Course Objectives

  1. Introduce students to foundational concepts and paradigms in organizational theories.
  2. Provide tools to understand and analyze organizational structures and processes.
  3. Explore the impact of environmental and technological factors on organizations.
  4. Examine internal dynamics, such as culture, leadership, and decision-making.
  5. Foster critical thinking through case studies and research projects.


Learning Outcomes
By the end of the course, students will be able to:

  1. Understand what organizations are, how they are constructed, and how they function.
  2. Analyze public sector organizations and evaluate the impact of environmental factors on their performance.
  3. Grasp and critically assess key organizational theories and related research.
  4. Apply concepts such as leadership, culture, structure, bureaucracy, motivation, and performance to organizational challenges.
  5. Examine and navigate complex systems within organizational contexts.

Course Objectives This course examines the psychological and sociological factors that influence buying behavior. Students will explore both internal and external influences on consumer behavior, including cross-cultural variations, subcultural impacts, perception, learning, motivation, attitude, and self-concept. Learning Outcomes By the end of this course, students will be able to: Understand the consumer decision-making process. Identify external and internal factors influencing consumer behavior. Apply at least five well-established consumer behavior theories.
Course Objectives This course explores the evolving field of marketing communications, focusing on its exciting and dynamic areas in modern marketing. Students will gain comprehensive knowledge and insights to apply marketing communication tools in future business roles or specialize in this essential field. The course covers both historical and contemporary perspectives and emphasizes the management aspects of marketing communications. Learning Outcomes By the end of this course, students will be able to: Identify and understand key theories and concepts in marketing communications. Recognize the role of brands in the marketing communications process. Understand the significance of buying behavior in both consumer and business markets. Develop a marketing communications plan and campaign to achieve measurable objectives. Apply theory and concepts to explain and provide insights into marketing communications.
Course Objectives This course provides an understanding of Operations Management and its crucial role in organizations. By the end of the course, students will appreciate the challenges of delivering world-class products and services and gain the skills to apply analytical tools and frameworks for critical thinking in operations. The knowledge gained will help students improve processes across any department, even outside of operations. Learning Outcomes By the end of this course, students will be able to: Integrate operational perspectives into a successful business model. Understand how productivity impacts production processes. Discuss recent trends in operations management. Identify critical factors involved in inventory control systems.

Course Overview
This course provides students with a comprehensive understanding of the legal framework governing various aspects of business operations. It focuses on the legal environment in which businesses operate, addressing key topics such as legal principles, business regulations, compliance, ethics, risk management, contractual relationships, and government regulations. Through case studies and practical examples, students gain the ability to navigate complex legal issues and ensure business operations align with legal standards.


Course Objectives

  1. Develop a solid understanding of legal principles relevant to business operations.
  2. Explore the regulatory frameworks that impact business decisions and practices.
  3. Provide tools for identifying and managing legal risks in organizational contexts.
  4. Foster critical thinking skills to solve complex legal challenges.
  5. Highlight the importance of ethics and compliance in managing legal responsibilities.


Learning Outcomes
By the end of this course, students will be able to:

  1. Demonstrate advanced knowledge of legal principles applicable to business operations.
  2. Analyze regulatory frameworks and evaluate their implications for businesses.
  3. Identify and assess legal risks to ensure sound decision-making in business operations.
  4. Apply critical thinking to analyze and solve complex legal issues within the business environment.
  5. Integrate ethical considerations into compliance and risk management strategies.

Course Overview
This course introduces students to international business theories and their practical implementation at the graduate level. It covers essential topics, including regional and global strategies, multinational enterprises, international politics and culture, international trade, foreign direct investments, and international financial markets. Through case studies and analytical frameworks, students will gain a comprehensive understanding of the global business system, its evolution, and the interconnected factors shaping international commerce.


Course Objectives

  1. Introduce foundational theories and strategies of international business.
  2. Explore the roles of multinational enterprises in regional and global markets.
  3. Examine the impact of international politics, culture, and economics on business decisions.
  4. Provide insights into international trade, foreign investments, and financial markets.
  5. Highlight ethical considerations, sustainability, and governance in global business practices.


Learning Outcomes
By the end of this course, students will be able to:

  1. Understand the complexities of the global business environment.
  2. Identify and evaluate cross-cultural business dynamics and their implications.
  3. Gain insights into the economic development of nations and their role in global trade.
  4. Interpret and apply key theories of international trade and foreign investments.
  5. Understand the political economy of international trade and its influence on business strategies.

Module Overview
This module explores the principles and policies governing international trade and finance, providing students with a comprehensive understanding of global economic interactions. Topics include trade theories such as comparative advantage and the Heckscher-Ohlin model, as well as trade policies like tariffs and quotas. Students will examine exchange rate systems, balance of payments, and the dynamics of global trade agreements and regional integration (e.g., EU, NAFTA). The course also addresses the impact of globalization on economic development, focusing on international capital flows, foreign direct investment (FDI), and the role of international financial institutions in shaping global trade and finance.


Learning Outcomes
Upon completing this module, students will be able to:

  1. Understand and apply core theories of international trade, including comparative advantage and the Heckscher-Ohlin model.
  2. Analyse trade policies such as tariffs, quotas, and their effects on global markets.
  3. Evaluate the functioning of exchange rate systems and balance of payments in international finance.
  4. Assess the role of global trade agreements and regional economic integration in shaping trade dynamics.
  5. Examine the impact of globalization, international capital flows, and FDI on economic development.

Course Description
The capstone project serves as the culmination of the programme, allowing students to apply their knowledge and skills to address a real-world business problem. Students will undertake independent research, analyse data, and propose actionable, innovative solutions tailored to their area of specialisation. The project fosters critical thinking, problem-solving, and professional communication skills, preparing students for leadership roles in their respective fields.


Learning Outcomes
Upon completing this course, students will be able to:

      • Conduct independent, in-depth research on complex business challenges.
      • Analyse data using appropriate methodologies to derive actionable insights.
      • Develop and propose innovative, evidence-based solutions to organisational problems.
      • Present research findings and recommendations effectively to diverse stakeholders.
      • Demonstrate integration of theoretical knowledge and practical application in their area of specialisation.
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