COURSE CURRICULUM

The Master’s program in Strategic Marketing, offered in Munich and Berlin, provides students with up-to-date expertise in marketing strategies, brand management, management theories, and entrepreneurship, all while addressing the challenges of an increasingly digital world. Throughout the program, students learn how to align complex marketing activities with broader strategic goals to build strong and lasting brand identities. They gain practical skills in competitive analysis, public relations, and social media management, essential tools for modern marketers. Core modules include Marketing Strategy, which covers important topics such as product life cycles, pricing strategies, and market research methods. The Brands and Branding module focuses on developing brand management strategies that respond to major trends like digitalisation, globalisation, and sustainability, helping students understand how to maintain brand relevance in a changing market. Applied Business Intelligence and Analytics teaches students how to collect and analyze large data sets, explore the possibilities of data visualization, and use insights from big data to make informed marketing decisions. By combining theory with practical applications, the program prepares graduates to lead companies and brands to success in competitive global markets, equipped with a strategic mindset and digital know-how.