Specialized block MSc

Master of Science
MSc Marketing

The second block of study is specialized and consists of three educational modules which the student completes within his/her specialization. The specialization is taught in one training day. Students choose a specific date from a wide range of dates directly in the student section.

List of Specialized Modules

Marketing Tools and Principles


Marketing plays a significant role in the successful management of a company both in the short and long term. It offers the company to better adapt to the current market development, to get to know the needs of customers, to evaluate the company’s possibilities to satisfy these needs and how to define itself against competing offers. Marketing research, environmental analysis and marketing planning tools are used for this purpose. The knowledge gained enables the company to better define a tailored marketing mix for the selected customer segments (product, price, distribution, communication, people, partnerships, processes, physical evidence…), as well as being ready to flexibly adjust individual elements of the mix depending on current changes in the market. The basic principles of marketing have long been valid, but attention will also be paid to current trends in marketing (experience marketing, gamification, consumer personalization, big data, content marketing, influencer marketing, anti-consumerism, etc.).

Marketing Communication and PR, Copywriting


How does the company communicate externally and how do its people communicate with each other? In what ways and in what tone does the company address customers, suppliers, authorities? How does it communicate with the media and why does it do all this? And who exactly is “our” relevant public? What does the public want to hear and then what does it really hear? In this module we will define the tools that a company uses in its communication, find their weight in the communication mix and examine the possibilities of their use. The emphasis is on the interconnectivity of the individual channels. A great deal of space will be given to public relations and reputation management, along with the company’s readiness to communicate unexpected events and crisis communication with the media. In the context of the trend of increasing integration of communication tools, we will also introduce the so-called PESO model, which helps to distribute content across the available media.

Digital Marketing


The module introduces students to the basic principles of digital marketing. Unlike online marketing, which is part of digital marketing and always requires an internet connection, digital marketing has a wider reach. We will introduce the different media and how to work with them. Specifically, we will cover podcasts, e-books, audio books, SMS campaigns, digital OOH media, the gaming industry (console, online and mobile), augmented reality, virtual reality, geolocation services, interactive movies and, of course, apps. We will also focus on online marketing itself. Upon completion, the student will be able to evaluate whether and which digital media are beneficial for a specific business plan.