The MA - Master of Arts in Marketing Management program is taught entirely in English.Students are required to complete 27 courses for 54 credits and a final comprehensive thesis for 6 credits. Several courses are offered by visiting faculty and are scheduled in an intensive seminar format. Fostering inter-campus exchanges and networking, students are given the option to join seminar courses also at other campus locations.
Core Courses in Marketing Management
GCCMM11 - Analyzing Marketing Opportunities (2)
In this course, we devote our time on managing marketing information and measuring market demand; scanning the marketing environment; analyzing markets and buying behavior; analyzing industries and competitors; identifying market segments, and selecting target markets.
GCCMM12 - Planning Marketing Programs (2)
In this course, topics such as managing product lines, brands and packaging; managing service businesses and product support services; designing pricing strategies and programs; selecting and managing marketing channels; managing retailing, wholesaling, and marketing logistics, are all thoroughly considered.
GCCMM13 - Developing Marketing Strategies (2)
In this course, we spend considerable time on differentiating and positioning the market offering; developing new products; managing life-cycle strategies; designing marketing strategies for market leaders, challengers, followers, and niche players; and designing and managing global marketing strategies.
GCCMM14 - Strategic Management (2)
Every organization competing in an industry needs a competitive strategy. The development and implementation of an organization’s competitive strategy, together with a systematical examination and evaluation of the important types of strategic decisions that confront organizations, is discussed properly.
GCCMM21 - Applied Consumer Behavior (2)
This course conveys the essence of consumer behavior and relates to psychological, socio-cultural and decision-making aspects of the subject matter. Topics covered include pricing strategy, product strategy, distribution strategy, marketing communication strategy and contemporary trends and developments in consumer behavior.
GCCMM22 - Sales Management (2)
Sales Management prepares students to become effective and efficient sales managers in a highly competitive and global economy. To achieve this goal, the course integrates contemporary technology, research, and strategic thinking activities. Also, CRM technology is widely discussed, offering students the necessary background and skills needed to use it to make correct and adequate business decisions.
GCCMM23 - Brand Management (2)
Brands represent valuable intangible assets. The concept of brand equity (what happened to the brand in the past and what should happen to it in the future) provides students with a valuable perception to the understanding of the probable effects of a choice of policies for their brands. Brand Management provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
GCCMM24 - Creative Advertising (2)
Over the last decades, advertising and sales promotions have been increasingly used in an effort to build brand loyalty and long-term sales and to create an incentive to push the consumer toward an immediate purchase. This course presents the latest techniques and procedures common to the various elements of advertising and exposes the students to contemporary developments in advertising and sales promotion. The course takes note of the interrelationships of the various fields of marketing communication and also includes new media and web site advertising.
For admission, students are required to have obtained a Bachelor degree (or equivalent, or higher) and be proficient in English.
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Last updated June 23, 2016