The programme - MSc in Marketing Management provides advanced level training in marketing management with an emphasis on a mixture of theory and practice aiming to produce graduates capable of using their knowledge and understanding in a multicultural environment and partaking in marketing decision making.

Since the organisational survival in the global marketplace demands effective competitive strategies, the MSc programme puts a considerable emphasis on the strategic thinking component. And what is strategic thinking? It is a capacity for thinking where the following attributes – some or all of them – might be present simultaneously:

  • looking at an issue in an integrated perspective,
  • taking the environment as an evolving system the given issue forms part of,
  • appreciating that there might be no ultimate answer to the question(s) raised.

Our program is designed to enhance our participants’ readiness to engage in such thinking. Relevant to the complexities involved in this approach the programme is divided into two-two stages within the first two terms. We call these four stages “Thinking Blocks”: (1) Environment, (2) Structures, (3) Process Know-How, and (4) Functions. The first and the third stages are common for all MSc programmes – this approach gives the opportunity to appreciate, in a wider sense, the structure and purpose of organisations, whether they are commercial companies, public institutions or not for profit organisations. During the last term, students write a dissertation or a consultancy project work according to their choice.

If you are from a non-English speaking Latin American country you can now apply to IBS’ Latin American Scholarship. http://www.ibs-b.hu/how-to-apply/latin-american-masters-scholarship

Program taught in:
  • English

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Last updated November 14, 2018
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