COURSE CURRICULUM

The Master in Strategic Marketing is structured over one year to develop advanced knowledge and practical skills in marketing strategy and decision-making. In the autumn semester, students build a strong foundation through courses such as strategic marketing and business growth, international market assessment, strategic brand management, and consumer understanding. These courses help students analyse markets, evaluate customer needs, and design effective marketing strategies. They also develop skills in working across organisational and cultural boundaries and using data-driven decision-making to support strategic planning. In the spring semester, the focus shifts to applying knowledge in more specialized areas, including integrated marketing communications strategy, research methods in marketing, and the role of marketing in society. These courses enhance students’ ability to plan campaigns, conduct research, and understand the broader impact of marketing activities. A significant part of the program is the master’s thesis, where students conduct an independent research project in business administration, applying their knowledge to a real-world marketing problem. This structure ensures a balance between theory, analysis, and practical application, preparing graduates for careers in strategic marketing, brand management, and consulting in international business environments.