Innovating, building and managing strong brands is key to gaining competitive advantage and long-term profitability for products, services, companies and organisations. The Marketing and Brand Management master's programme provides students with in-depth and research-based knowledge on marketing, consumer behaviour, innovation and brand management. Understanding consumer and competitor behaviour is essential to every business and organisation. Customer and competitor insights provide the basis for developing sound strategies as well as optimal market positioning and effective marketing tactics.
Key areas covered in the master's programme are consumer and competitor analysis, marketing research, brand strategy and marketing mix decisions (marketing communication, pricing, distribution and product development). The programme integrates theory and practical applications from strategy and marketing to assist students in developing strong brands and making future market decisions.
Central questions raised are:
- How to adapt products, communication and distribution systems to customer needs - and behaviour?
- How to position a brand effectively in a competitive market?
Upon completion of the programme, the candidates shall:
- have developed solid competence in empirical methods and ethics relevant for marketing and brand management decisions
- have an in-depth, up-to-date knowledge of relevant theories and empirics within the marketing and brand management domain
- have professional insight at a high international level within the marketing and brand management domain
- be capable of updating themselves and applying new knowledge within marketing, brand management and related fields throughout their career
- have developed good analytical skills relevant for marketing and brand management decisions
- have learned to work independently with advanced marketing and brand management problems, as well as related problems at a company and/or society level
- be able to communicate with both specialists and non-specialists about marketing and brand management issues
- have acquired a knowledge of and the ability to reflect upon and take into consideration ethical and social responsibility issues related to marketing and brand management phenomena
- be able to contribute to innovation and entrepreneurship within the marketing and brand management field, as well as for the company or society as a whole
The programme will suit students who want to work in management consulting firms, larger organizations or governmental agencies. It will also appeal to those who foresee a career in the marketing department of private companies or organizations, including positions such as product manager, brand manager, marketing analytic or head of marketing. Finally, the programme is highly relevant for any kind of entrepreneurial activity.