M.A. Strategic Marketing Management

Program Overview

The M.A. Strategic Marketing Management program equips students with the skills to develop and implement effective marketing strategies. It covers various marketing subjects, emphasizing practical application through collaborations with industry experts, projects, and a 12-week internship. Graduates are well-prepared for careers in strategic marketing, corporate communication, and other marketing-related roles.

Program Outline

Strategic Marketing Management Program Details:

This full-time, on-campus Master's program prepares students for careers as Marketing Managers. It covers various marketing subjects, including communications, sales, digital marketing, public relations, consumer behavior, and data-driven market research.

The program emphasizes practical application through intensive exchange with marketing communications experts, individual projects, and marketing case studies.

It also includes practice-oriented courses, a 12-week internship period and an extensive market research project to develop strategic, entrepreneurial and problem-solving skills of students.

Key Facts about this Program:

• Campuses: Munich and Berlin (100% in English)
• Accreditation: The program is accredited by AACSB, FIBAA, and the German Accreditation Council.
• Fast Track Option: Students can complete the program in 3 semesters with 90 ECTS by omitting the semester abroad and shortening the internship period. This option requires 210 ECTS from a Bachelor's degree or alternative admission criteria such as taking the ISM Pre-master.

Objectives:

• The program aims to equip students with the skills and knowledge to develop and implement effective marketing strategies in today's dynamic business environment.
• 
  
• It focuses on deriving promising marketing strategies from market research and company management specifications, and planning, implementing, and controlling them in a targeted manner.
• 
  
• The admission process consists of uploading certain documents, an interview with program director and presenting a short case study powerpoint.

Program Content M.A. Strategic Marketing Management

1st Semester

Market Research

• Consumer Behaviour (2 ECTS)
• Advanced Market Research (2 ECTS)
• Applied Statistics (2 ECTS)

Strategic Marketing

• Marketing Strategies & Planning (2 ECTS)
• Brand Management (2 ECTS)
• Trademark & Unfair Competition Law (2 ECTS)

Classic Communications

• Above-the-Line-Communication (2 ECTS)
• Media Planning (2 ECTS)
• Integrated Communication (2 ECTS)

Leadership Skills

• Corporate Governance & Business Ethics (2 ECTS)
• Negotiation, Communication & Executive Presentations (2 ECTS)
• Cross Cultural Leadership (2 ECTS)

Work placement (12 ECTS)

2nd Semester

Relationship Marketing

• Services Marketing & Service Quality (2 ECTS)
• Internal Marketing & Behavioral Branding (2 ECTS)
• Customer Relationship Marketing (2 ECTS)

Digital Marketing

• Online Marketing, Online Advertising & Social Media (2 ECTS)
• E-Marketing & E-Commerce (2 ECTS)
• Mobile Marketing (2 ECTS)

Sales Marketing & Communications

• Price Management (2 ECTS)
• Direct Marketing (2 ECTS)
• Sales Promotion (2 ECTS)

Public & Publicity Communications

• Event Marketing & Sponsoring (2 ECTS)
• Product Placement & Branded Entertainment (2 ECTS)
• Public Relations (2 ECTS)

Market Research/Consulting Project (6 ECTS)

3rd Semester

Semester abroad. (24 ECTS)

MASTER'S THESIS (30 ECTS)

Teaching:

• Methods: The program utilizes a combination of teaching methods, including lectures, seminars, workshops, case studies, and project work.
• Faculty: The program boasts a faculty of experienced professionals and academics with expertise in various marketing fields.
• Unique Approaches: The program emphasizes practical application through intensive exchange with marketing communications experts, individual projects, and marketing case studies.
• 
  
• It also includes a 12-week practical phase and an extensive market research project to develop entrepreneurial and problem-solving skills.

Careers:

• Potential Career Paths: Graduates are well-prepared for careers in strategic marketing, corporate communication, and cross-functional teams.
• Opportunities: The program provides students with the skills and knowledge to pursue careers as Marketing Managers, Brand Managers, Digital Marketing Specialists, Market Research Analysts, and other marketing-related roles.
• Practical Experience: The program includes a 12-week compulsory internship, workshops, and excursions to provide students with practical experience in the marketing field.
• Industry Connections: The program benefits from strong ties with professional practice, as evidenced by the involvement of 56 international and guest lecturers from the business world.
• Student Body: The program attracts students from 84 nationalities, with 30% being international students.