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 in Geneva explores different theories in relation to real life situations in modern marketing.
The Master in Marketing (60 ECTS) is a one-year, three-term, full-time degree with start dates in October, January and March.
Students taking part in the Master in Marketing program in Geneva 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 master’s degree from EU Business School Switzerland that is internationally accredited by ACBSP, IACBE, IQA and certified by eduQua
- A university master’s degree awarded by Universidad Católica San Antonio de Murcia (UCAM), (título propio), a state-recognized university in Spain
- Foundations of Business Management3 CH / 4 ECTS
This course focuses on the management of organizations, especially in relation to tourism. Students analyze the skills and functions needed by managers to run efficient and effective organizations, considering issues of motivation, communication, leadership and strategy. Participants cultivate an understanding of the skills 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
This course discusses the relevant accounting and finance functions required for decision-making in corporate and financial institutions. In this course, students learn about legal forms of business organizations, and the pros and cons of different types of company. This course helps students differentiate between terms like revenue, profit and costs. This will enable managers to analyze financials in order to understand areas of concern and ensure efficiency. This analysis is imperative for making key investment decisions regarding financing, investing, working capital and dividends. The corporations interact with financial markets in order to raise finance through equity, working capital finance, issuing bonds, distributing dividends, etc. They are also required to value their stocks or businesses, which form the basis of transactions in financial markets.
- Business Model3 CH / 4 ECTS
This course focuses on how to develop effective business models through marketing. The course will emphasize the design of customer-driven strategies and developing distinct competitive advantages.
- Becoming a Manager1 CH / 2 ECTS
This course addresses the modern management process including decision-making and planning, motivating others and efficient communication. This course more specifically focuses 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
Organizations are increasingly aware of the importance of intellectual and human capital. Leadership and trust are two drivers of human capital development. Trust is at the heart of organizational and personal issues and rests on rational and emotional foundations and on contractual and affective exchanges. To become a leader, you have to know yourself, be aware of your strengths and weaknesses and understand others. This course focuses on effective communication, support, teamwork, leadership and team-building.
- Marketing Communications3 CH / 4 ECTS
The theory and techniques applicable to marketing communication functions, such as integrated marketing communication, advertising, social media and public relations will be studied. 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 the cultural, legal, political and economic by conducting a feasibility study. 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 the numbers of buyers and their buying behavior. The impact of these differences will be discussed and contrasted during the course. In particular, the buying processes of business firms will be analyzed and the concept of key account management, which imposes specific and technical relationships between supplier, purchasing officers and end-user departments, will be thoroughly explored. There will be particular emphasis on exploring B2B marketing strategies, studying the specificities of B2B value chains and analyzing B2B marketing performances.
- Digital Marketing3 CH / 4 ECTS
Digital marketing efficiently drives lead generation and sales, as organizations continue to recognize the ability of digital tools and channels to build brand awareness, generate high- quality leads, and maximize revenue. The digital economy experiences a major growth which engenders a high demand for skills in digital marketing. The objectives of this course are to cover the main concepts, techniques and skills required to develop, plan and implement an effective digital marketing strategy.
- Effective Negotiation1 CH / 2 ECTS
Negotiating is part of our personal and professional daily lives. This is a skill that all organizations value. Being an effective negotiator promotes career development. The main objectives of the course are to help students build and strengthen their negotiation skills by developing an analytical understanding of business negotiations, so they can become more effective negotiators and problem-solvers.
- Business Plan4 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 admissions process is quick and straightforward and our admissions department is here to help guide you through the process