Master of Science
The MSc in International Marketing and Business Development offers a marketing course with a resolutely international perspective, aimed at students looking to a future in product management, market research, sales or business development in an international context. The challenges they will face in the future are substantial: rapidly changing and diverse markets; a fragmenting media landscape; constantly evolving consumer tastes and trends. This program will prepare them to face the tough but rewarding marketing world of tomorrow and enable them to develop the skills necessary for working in a multicultural environment.
To drive growth in the global knowledge economy, marketing must cultivate innovation and entrepreneurship and be able to deal with the varied mass of data available for understanding markets and consumers. In this program, students will develop the
capacity to manage uncertainty, to approach marketing with intelligence and creativity, to use analytics as a source of real competitive advantage.
Core courses will provide the concepts and the tools for doing just this: a market system approach to international markets; a deep understanding of consumer behavior applying a range of concepts from the social sciences to make better marketing decisions; the discipline of using analytics to account for marketing budgets and return on marketing investments as well analysing the profitability of customers and segments; a rigorous approach to innovation; a thorough understanding of strategic brand management…
Through electives, students will gain a firm grasp of marketing research tools and methods; be introduced to a wide range of new perspectives on marketing; and learn to develop sales and manage key accounts. Additional options, such as Project
Management, Knowledge Management & Economic Intelligence, Purchasing or Supply Chain Management allow students to broaden their knowledge base and their future options.