1. Semester
This program provides students with the necessary qualifications to become international marketing managers. Students learn to work conceptually, and gain detailed knowledge needed to implement their strategic marketing plans.
Applied Phase
Applied Phase
Master's Thesis (plus colloquium)
Foundational semester (1st Semester)
In the first semester, students take modules in Marketing Research & Market Analysis and Strategic Marketing Management. Marketing Research & Market Analysis teaches students statistical skills in quantitative market research. Moreover, students learn to use qualitative market research instruments. In addition, a total of eight classes in the module Strategic Marketing Management are offered. Students work with planning tools, develop marketing strategies based on these tools, and apply these strategies by analyzing case studies. The course Customer Relationship Management focuses on customer care, and how to address customer preferences on a one-to-one basis. The particularities of brand management, including quantitative and qualitative brand evaluation as well as the requirements for brand stretching, are discussed in the course Brand Management. Communication and negotiation training supplement these marketing courses.
Specialization Semester (2nd Semester)
In the second semester of the ISM's Strategic Marketing Management M.A. program, students take the module General Management, where they learn to work strategically and conceptually. In addition, they can choose two out of four modules depending on their personal preference. The modules include Integrated Corporate Communication, Interactive Marketing, Channel Marketing, and Below-the-line & Internal Marketing. The first module focuses on integrated communication concepts, media planning, and all "above-the-line" activities of companies. The Interactive Marketing module deals with addressing customers directly from databases in online and offline areas. With the courses Sales Promotion, Internal Marketing, and Product PR, the module Below-the-line & Internal Marketing offers a wide perspective on different communication instruments. As a part of Channel Marketing, knowledge of efficient consumer response, e-marketing, and price management is deepened. In this module, students learn the process-oriented design possibilities of marketing, through which the value-added chain can be optimized to meet customer needs.
International Semester (3rd Semester)
During the study abroad semester, students broaden their intercultural competence and deepen their foreign language skills. The focus is on international marketing perspectives, giving students the opportunity to get to know and apply country-specific marketing tools.
Master's Thesis
The Master's program is completed with a Master's thesis on a scholarly topic with an applied focus. Students apply the academic knowledge they have gathered during the first three semesters to solve concrete marketing problems.
Languages of Instruction
German, English, French, Spanish (depending on the partner university)
Gedruckt von: http://www.ism.de/de/intStudents_fulltime_master_smm_studyProgram.php
