MSc in Strategic Marketing Management
The MSc in Strategic Marketing Management programme aims to educate market-oriented leaders for the modern economy. The program is founded on three pillars: marketing theory, statistical methods, and financial implications of marketing investments. Following this we view marketing as investments in customer assets with the objective of increasing customer equity and firm value.
Marketing is the company function charged with defining customer targets and the ultimate method of satisfying their needs and demands competitively and profitably. The MSc in Strategic Marketing Management provides a rigorous academic programme aimed at providing students with important marketing skills in influencing the level, timing, and composition of demand for a product, service, organization, place, person, idea or some form of information.
Programme StructureThe MSc in Strategic Marketing Management is a two-year, 120-ECTS-credit programme consisting of 90 course credits and 30 MSc thesis credits.
Core courses provide a common methodological platform for all MSc students and are taken in the first year of the programme.
Specialisation courses cover fundamental issues in your specialisation area. Some of these courses are mandatory, while others are electives. In the second year of the programme, the specialisation courses may build on subjects covered in the first year and include more up to date research in the given field of study and elaborate on theories and models presented earlier. Make sure to check the prerequisites for the courses in your programme.
The programme culminates in the Master Thesis, which enables the student to pursue in depth a particular area of interest and develop a personal understanding of a leading edge issue in the field of specialisation.
Programme FocusManagement guru Peter Drucker once wrote : “because the purpose of a firm is to create a customer, the firm has only two basic functions- marketing and innovations”. Following this marketing is the function most occupied with the firm’s revenue side. In short, marketing’s objective is to create value, communicate value, and collect value from the firm’s customers. Marketing is the organization’s most important source of knowledge about markets, while also being the face of the organization that most customers and other stakeholders see. The purpose of the program is to educate market-oriented leaders for the modern economy who through their cutting-edge research-based training will work for the best companies.
Marketing managers oversee the research that provides market knowledge to help guide their decisions on a large number of issues such as which markets to target, which new products to develop, what level of distribution will be most cost efficient, what price will optimize sales and profits, and what communication themes and channels will best build brand value. The goal is to maximize the firm’s value.
With an emphasis on increasing international opportunities, BI has established a network of international partner institutions that provides MSc graduate students the opportunity to earn a second master degree in a different country. The Double Degree programme provides students with the advantage to experience a deeper understanding of international business through living and studying in a different culture and environment. Double Degree students complete the first year of their programme at BI, and the second year at the host university. Upon completion of their studies, students are awarded two master degrees.
Ambitious students from the MSc programme in Strategic Marketing Management can apply for a Double Degree at one of the leading research universities in Europe,the University of Groningen, Netherlands.
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Last updated February 19, 2016