Graduate Program in Switzerland
Master in Marketing
As global markets continue to evolve alongside different techniques and consumer behavior, the best marketers are dynamic individuals ready to adapt to change. The Master in Marketing program explores different theories in relation to real life situations in modern marketing.
Students taking part in the Master in Marketing program will learn how to make effective marketing choices, implement analytical, strategic and operational decisions as well as how to overcome challenges within different markets.
During this program, students will:
- Analyze how different environments affect marketing practice and how to manage this.
- Gain a thorough understanding of the relationship between a consumer and business.
- Combine different marketing theories with real life practice.
A state-recognized, university master’s degree accredited by Universidad Católica de Murcia (UCAM), Spain.
An EU Business School Switzerland private and internationally accredited master’s degree.
- Business Management3 CH / 4 ECTS
This course focuses on the management of organizations. Students analyze the skills and functions needed to run efficient and effective organizations, considering issues of motivation, communication, leadership and strategy. Participants cultivate an understanding of the skill and functions needed for successful management, as well as the importance of effective communication and how to develop it throughout organizations.
- Business Environment3 CH / 4 ECTS
This course introduces students to the business environment of global firms, helping students to understand concepts related to the international economy and globalization. Students will learn how international companies operate in the broader context of global politics and economy and of their role in society. The course will equip students with the ability to formulate, implement and decide on strategies to enter and compete in the global market place, while being aware of the broader economic, social and political context.
- Applied Finance3 CH / 4 ECTS
Legal forms of business organizations, and the pros and cons of various forms of organizations are considered, enabling students to differentiate between terms like revenue, profit and costs. This understanding enables an analysis of financials and is imperative for taking key investment decisions involving financing, investing, working capital and dividends. Students learn how to elucidate the role of finance in business, classify risks inherent with business, evaluate the most effective ways to acquire funds from financial markets and examine current events that affect the business environment.
- Business Model3 CH / 4 ECTS
This course focuses on the development of effective business models through marketing, emphasizing the design of customer-driven strategies. Students learn to explain the key changes in the political and cultural environments, explain how companies identify attractive market segments and choose a market-targeting strategy, and discuss how companies differentiate and position their products for maximum competitive advantage.
- Becoming a Manager1 CH / 2 ECTS
This seminar addresses the modern management process including decision-making and planning, motivating others and efficient communication. Students will focus on exploring the rationale of organizational design and structure to achieve firm objectives; positive employer-employee relations; managerial ethics and the use of control systems.
- Analytical Marketing3 CH / 4 ECTS
This course focuses on how to develop a good understanding and appreciation of analytical data for marketing and decision-making purposes. Students learn how to conduct market research to gain a better understanding of the wants and needs of different consumer segments. Course subjects include statistical techniques, selecting a sample and regression analysis as well as consumer behavior, perception and motivation.
- Strategic Marketing3 CH / 4 ECTS
This course is aimed at helping students gain an in-depth understanding of the marketing mix within the context of a company. Emphasis is placed on evaluating a company’s opportunities in terms of both profit and how to create competitive advantage. Students will learn how to develop effective marketing strategies and to maintain their relevance over time.
- Operational Marketing3 CH / 4 ECTS
Marketing has become fundamental to the operations of any organization whether it is a local family-run convenience store, a charity, a new online game or a product-diverse multinational enterprise. Marketing operations is emerging as a critical function that blends process, analysis, and data with a creative, holistic approach to customer engagement. Most importantly, marketing operations professionals now have the responsibility of defining and implementing customer data management processes and infrastructure. Students will attain a deep and systematic understanding of the theories and applications of the marketing mix and evaluate its pertinence to project businesses.
- Marketing Into Action3 CH / 4 ECTS
This course enables students to understand how marketing transforms organizations, through identifying and satisfying the requirements of their customers. As well as developing knowledge of these key areas of management, students will gain subject-related and transferable skills that will enable them to investigate complex customer fulfilment issues and provide integrated solutions that are appropriate from a marketing perspective as well as being operationally sound.
- Authentic Leadership1 CH / 2 ECTS
Students become familiar with the goals of business leaders, identify the features of tomorrow’s leadership, explore the relation between trust and leadership and define how trust can be developed within an organization. This seminar invites students to discover how awareness of self and others can build trust, and analyze the requirements to become a successful leader. Finally, students examine the relationship between teamwork, trust and leadership.
- Marketing Communications3 CH / 4 ECTS
Students discover the foundations of marketing and communication, studying integrated marketing communication, advertising, social media and public relations. This course enables students to develop effective communication strategies and to learn the theory and techniques applicable to marketing communication functions.
- International Marketing3 CH / 4 ECTS
This course introduces students to the complexities involved in the international marketing process. Students will learn about the unique environments of international marketing, including cultural, legal, political and economic. They will also discover the various ways a company can expand globally and how companies in global industries pursue competitive advantage.
- Industrial Marketing3 CH / 4 ECTS
Industrial markets differ from consumer markets in terms of number, size and buying behavior. The impact of these differences will be discussed and contrasted during this course. In particular, buying processes of business firms will be analyzed, as well as the concept of key account management. Specific and technical relationships between supplier, purchasing officers and end-user departments will be thoroughly explored. A special emphasis will be placed on exploring B2B marketing strategies, studying the specificities of B2B value chains and analyzing B2B marketing performances.
- Digital Marketing3 CH / 4 ECTS
Digital marketing is an increasingly effective method of driving lead generation and sales, as organizations continue to recognize the importance of technological advances. Students will learn to effectively use suitable social media channels for different business goals and objectives, measure and optimize social media campaigns, leverage mobile marketing and optimize overall digital marketing activity.
- Effective Negotiation1 CH / 2 ECTS
Negotiating is part of our personal and professional daily lives and is an expected skill within a business organization. Being an effective negotiator promotes career development. This seminar enables students to recognize and differentiate between negotiation styles, strategies and tactics, while understanding the key elements to successful negotiation.
- Business Plan6 CH / 6 ECTS
Students completing the Master in Marketing degree will graduate with a valued marketing skillset which will allow them to succeed in:
Our experienced academic department is comprised of entrepreneurs, consultants and business leaders to provide students with the perfect educational balance between classroom theory and real life experiential learning.
Our admissions process is quick and straightforward and our admissions department is here to help guide you through the process