COURSE CURRICULUM

The Master in Marketing degree program at EBS is designed to provide a strong practical focus alongside academic knowledge, structured into different phases based on the chosen study track. From the very beginning, students participate in an onboarding project where they develop strategic solutions for well-known companies, setting the stage for a career grounded in real-world challenges. The core modules build essential analytical and strategic foundations crucial for marketing professionals. These include topics such as contemporary marketing, consumer behaviour, and product and service innovation. Further modules focus on marketing operations, covering strategic offering management (such as the L’Oréal Brandstorm case), marketing research and customer insights, and branding. Marketing implementation is explored through consumer relationship management, marketing analytics, and pricing strategies. A key component of the program is the Marketing Consulting Field Study, where students work directly with corporate partners on live business cases, applying theoretical knowledge to practical marketing strategies and sharpening negotiation skills. Professional and future-oriented skills such as management methods for a digital world, problem-solving analytics, qualitative interviewing, and diversity management are integrated to prepare students for evolving market demands. The elective modules offer opportunities to specialize in areas like digital communication, social media transformation, omnichannel strategy, and marketing in the context of ESG. Other electives cover organisational strategy, innovation management, venture financing, and sustainable business strategies aligned with the Sustainable Development Goals (SDGs), including environmental strategies and value creation. This comprehensive curriculum equips students with a deep understanding of marketing theory and practice, leadership skills, and the ability to innovate and implement sustainable marketing strategies in a dynamic, digital-driven global marketplace.