Building customer relationships to create value Strategic Marketing is an innovative blend of theory and practice. You will address core marketing subjects, including international marketing, brand management and new product development; but you will do this from the perspective of value creation and relationship building. This is because developing a product or service and bringing it to market is often no longer enough to guarantee business success. To reach customers, companies need to be proactive, which essentially means creating and delivering value to customers and managing customer relationships.
Market research The practical side of the track means you will learn how to conduct thorough market research. This is essential if a company is considering developing or launching a new product. Using real-life problems from our partner companies, you will also learn to apply what you have learned. You will graduate with the skills needed for a successful career in the fast-paced world of strategic marketing.
Strategic Marketing is available as a 1-year full-time programme. Courses are taught entirely in English. Graduates will receive a master's degree in International Business with a specialisation in Strategic Marketing.
Consumers have an ever greater amount of choice. This means that marketing needs to be increasingly strategic in order to capture and retain consumer attention and loyalty. The Strategic Marketing track explores a range of marketing components, such as brand management, product development and international marketing. These are all studied from the perspective of how they create value for customers and help build relationships with them. These are essential if companies are to remain competitive.
What will you learn? This track combines both theoretical and practical learning. This will give you a solid grounding in the fundamentals of marketing, before moving on to applying what you have learned in a strategic manner. You will explore important aspects of international marketing such as brand recognition and management as well as the psychology and emotional sides of marketing. In other words, you will learn how to build relationships with your clients, so that you can involve them emotionally in your brand or product.
At the end of the track, you will be able to:
• see marketing problems in context and propose alternative solutions to them • build and maintain strong customer relationships • conduct thorough market research that gets you the answers you need • manage international teams and marketing strategies
As a Strategic Marketing graduate you will be sought after by companies operating in a range of sectors. Your advanced knowledge of marketing theories and techniques coupled with your business and managerial skills make you highly employable. In addition, your ability to work as part of a team and to communicate across different levels of an organisation will make you an ideal partner in strategic marketing discussions. Typical starting positions include product or brand manager, marketing analyst and account manager. You may also find a position as a researcher or consultant.
Graduates have found positions in:
- consulting firms - B2C and B2B companies - large multinationals - research institutes or departments