COURSE CURRICULUM

The Marketing Management (M.A.) program spans two semesters, totaling 60 ECTS credits, with an average weekly workload of 18 hours in the first semester and slightly less in the second. The curriculum combines advanced theoretical knowledge with practical skills across various marketing disciplines. In the first semester, students study Advanced Research Methodologies, Extended Marketing Management Skills, Internal Marketing & Culture Shaping, Sales Excellence, Corporate Positioning & Decision Processes, Dialogical Communication focusing on influencers and social media, Customer Centric Management, and Strategic & Digital Marketing. Each of these modules is typically worth 5 ECTS credits and involves around 3 hours of weekly study, equipping students with expertise in modern marketing strategies, consumer behavior, corporate communication, and digital marketing trends. The program also emphasizes entrepreneurial thinking and digital business models, preparing students to innovate within dynamic marketing environments. Interdisciplinary faculty-wide modules and electives from other University of Europe faculties provide opportunities to broaden knowledge and collaborate across fields. The second semester centers on the Thesis & Colloquium, a research-intensive project worth 15 ECTS credits, allowing students to apply their acquired knowledge in a practical or academic study, consolidating their skills in strategic marketing and management. This comprehensive program aims to prepare graduates for leadership roles in marketing by combining strategic insight, customer orientation, and digital competencies within a global business context.