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Master of Business Administration

Programme structure

Specialisation tracks

Strategic Marketing Management (B)

The value of a brand portfolio or the customer base are two examples of key determinants of the value of an organisation. Managing brand value and values, identifying the needs of existing and potential customers and managing customer’s experience are key elements of an organisation’s strategy. The Strategic Marketing Management track prepares you for a role as strategic marketing manager within an organisation. Through this programme, you will gain advanced and contemporary knowledge of the marketing discipline, with a specific focus on managing brands, customers and their experience. The Strategic Marketing Management track will help you to gain insights into the competitive landscape and to create an enduring value for customers, organisations, and society at large. The Strategic Marketing Management track prepares you for positions in strategic marketing, brand management, and customer experience management.

Track courses

Track module (18 credits)

  • Strategic Brand Management
  • Customer Experience Management
  • Marketing in a Network Economy

Electives (12 credits) for Strategic Marketing Management students

In addition to broadening education electives, Strategic Marketing Management students can also choose track-specific electives:

  • Consumer Psychology
  • Digital Transformation of Marketing

 

The programme in detail I have a question Apply now