Why does a consumer buy a certain brand? Which customer relationship strategy increases consumer loyalty? How can we best segment our market and, position our product or service? These marketing issues require research-based answers.
Marketing concentrates on the strategies and methods that companies can use to meet the wishes and requirements of consumers in the relevant market segment. Without this knowledge, the company will not be successful. Therefore, insight into consumer behaviour is indispensable, as is knowledge of the strategies and instruments that can be used to identify consumer needs and serve the market.
You will learn to analyze consumer markets and business markets, and the markets for goods and services. Key concepts are market research, customer orientation, and satisfying consumer and business needs. The focus will be on profit-making organizations, but the public sector and non-profit organizations will also be studied. Two one-year profiles are offered within the programme: Marketing Management and Marketing Intelligence.
This Master’s degree specialization in Marketing is taught by top specialists with an international reputation. Courses are of a high standard, and high standards are also expected of students. Most courses focus not only on theory, but also on how it is applied in practice in many different ways. Students are often asked to present a practical solution to a problem. There are also plenty of opportunities for studying abroad, and the programme is an ideal foundation for a career in marketing.
Insight into consumer behaviour is indispensable, and so is knowledge of the strategies and instruments that can be used to identify consumer needs and serve the market. Which internal and external processes are required to meet these goals? What will the product or service look like? What is the best way to communicate with the market? Which distribution channels should be used? And what about pricing policy? These issues are dealt with in the Master’s degree specialization in Marketing. Students analyze consumer markets and business markets, and the markets for goods and services. The focus will be on profit-making organizations, but the public sector and non-profit-making organizations will also be studied.
