Customer value – the goal of sustainable corporate management
In a globalised world, sustainable corporate value can only be created through convincing products and services for customers, who are the focus of attention. Marketing along these lines concentrates on achieving the highest possible customer focus with the products and services. This integrative view, which transcends classical marketing, is what the Master’s Programme in Marketing, Services and Communication Management (MSC) is committed to: the programme combines all management disciplines that take their bearings from customers and unites them with the markets and business models of topical industries.
The customer value approach: value for customers and the value of customers
The core of the programme is constituted by the customer value approach: companies and institutions provide customers with goods and services. The solution of customers’ problems, their experience of the product and thus the contribution to their satisfaction define the product’s value for customers. At the same time, however, companies only take their bearings from customers who are valuable in the long term. The customer service approach is promising and helps to answer the key question of entrepreneurial strategy: which goods and services should be provided for which customers and markets?
Marketing, service management and communication and their application areas:
The MSC is taught in German and in English. On the one hand, it is based on the functions of marketing, market research, service management and communication, and on the other hand, it provides students with an insight into a great number of upto-date application areas such as Interactive Marketing, Automotive Marketing or Luxury Brand Management. The selection of these application areas is constantly being updated and is intended to provide students with a well-founded access to specific markets. Another central element are partnerships and project work with companies. In the applied research project, for example, students deal with a real problem with the same practice partners for three semesters. In addition, core studies consist of Independent Electives and the Master’s thesis, and are supplemented by Contextual Studies (particularly in sociology, psychology, communication and languages).
The MSC encourages the exchange between students, institutes and practice. In application projects, students work in small groups on real tasks set by a company or institute. The project partner remains the same throughout the three-term project period. This early and enduring contact with practice partners teaches students professional teamwork with business partners and often leads to further cooperation with students for their Master’s thesis, individual projects or job offers.
International exchange programmes
The MSC enables students to spend exchange semesters at more than approx. 200 partner universities. There is the additional possibility of completing a CEMS MIM or a DM2 double degree course. More infomations: www.exchange.unisg.ch
MSC graduates have a wide range of qualifications and are prepared for attractive functions and professional fields such as:
- executive and specialist tasks directly related to the market such as product management, marketing, market research, customer relations management and service quality management;
- communication jobs such as media work, public relations and advertising;
- tasks in public administration such as location marketing and the configuration and management of customer oriented administrative processes;
- corporate start-ups;
- research and teaching at universities.
With the development towards a service society, the importance of these tasks is constantly increasing.
Admission to the MSC programme:
Please consult our website for the latest detailed admission criteria.
This school offers programs in:
Last updated July 20, 2017