MA/MS in Marketing Management

This programme builds advanced marketing-management expertise for use in national and international business settings, combining classical and current marketing theory with research methodology. Core modules include cross-cultural consumer behaviour, digital and entrepreneurial marketing, neuromarketing, marketing metrics and analytics, relationship marketing, corporate-reputation management and brand and communication management, developed alongside a strategy project, a research project and a final master's project, with electives in business-model innovation, strategic management, data-analysis methods and change management. Students learn to critically evaluate complex marketing situations across different markets, justify the choice of theoretical models for a given problem, and initiate and manage multifunctional teams that create value propositions for consumers. Teaching combines classroom lectures, laboratory and seminar sessions with independent study, and the degree concludes with a final project and its defence. Graduates gain the grounding to make strategic and tactical marketing decisions and to lead research-based consulting and marketing-management work within an organisation.