COURSE CURRICULUM

The Master in Strategic Marketing Management at ISM offers a well-rounded, practice-oriented curriculum that prepares students for leadership roles in modern marketing and corporate communications. In the first semester, students begin by developing analytical skills through modules in consumer behavior, applied statistics, and advanced market research—essential for making data-driven decisions. These are paired with strategic marketing courses focused on marketing planning, brand management, and legal topics like trademark and competition law. The semester also introduces students to classical communication disciplines, covering above-the-line communication, media planning, and integrated campaign development. Leadership development is built into the curriculum through dedicated courses in business ethics, executive presentations, and cross-cultural leadership, preparing students for collaborative roles in diverse business settings. In the second semester, the focus shifts to relationship marketing and digital strategies. Students explore services marketing, internal branding, and customer relationship management to understand how to build and sustain long-term consumer engagement. Digital marketing components include online advertising, social media strategy, e-commerce, and mobile marketing, ensuring students are up to date with today’s digital landscape. Sales and promotional strategies are covered through price management, direct marketing, and sales promotion. Additionally, public-facing communication strategies are explored through courses in event marketing, sponsorships, branded content, and public relations. The semester also includes a hands-on market research or consulting project, allowing students to apply their learning to real-world business scenarios. The third semester is dedicated to a study abroad experience, where students expand their international business perspective and choose electives that align with their career goals. Overall, the program combines academic depth with applied learning, empowering graduates to lead strategic marketing initiatives across industries. With its strong emphasis on analytics, communication, and leadership, this degree is ideal for students seeking dynamic roles in marketing strategy, brand management, or integrated communications.