International Strategic Marketing

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Objectives 

In a data-rich, digital, increasingly sustainable, global, and service world, being trained to understand marketing from an analytical, statistical, and strategic perspective is a definite plus. This specialization will enable you to develop a deep understanding of strategic marketing through data-driven decision making. Our approach to marketing is an integrated one: it combines advanced knowledge in traditional and digital marketing with a strategic, international and sustainable mindset.  

The key themes of the program are: 

• Market Research and Statistical Methods: Learn how to conduct market research, analyze data using advanced statistical tools and methods to gain insights (about consumers) and adjust strategy accordingly.
• Marketing Analytics: Understand how to analyze the (mega) data available in the context to make data-driven strategic decisions.
• Digital Marketing Strategy: Develop tactical decisions regarding the effectiveness of product, pricing, distribution and promotional decisions using digital marketing concepts and applications.
• Brand Management: Understand how to strategically position, develop and support a brand in an environment of increased media exposure and consumer willingness to co-create brands.
• Consumer Behavior: The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
• Strategic Marketing: Learning to analyze markets and situations in an analytical and strategic manner. 

The + of the specialization 

3 double degrees in China (Southwestern University of Finance and Economics), Germany (Universität Hohenheim) and Italy (Università di Pavia) 

Skills acquired at the end of the specialization  

Students will be able to: 

• Collect, analyze and summarize data to assist in decision making;
• Use tools to transform raw information into consumer insights;
• Create and maintain a competitive advantage;
• Develop e-marketing strategies;
• Develop comprehensive strategies for products and services;
• Define and understand key digital concepts, including digital business models, e-commerce, digital consumer behavior, communication patterns, social networks, etc;
• Define, evaluate and implement multi-channel strategies;
• Diagnose the digital business of companies;
• Create strategies to win, activate and retain customers online. 

Professional openings 

• Market research: market analyst, competitive analyst, trend analyst.
• Business Analysis: digital marketing analyst, CRM manager, data analyst, business consultant, etc.
• Digital marketing: multi-channel marketing, SEO/SEA strategist, content manager and strategist, campaign manager, mobile product manager, product owner, email marketing manager, etc.
• E-commerce: e-commerce account manager, traffic manager, user experience designers, etc.
• Business development functions (sales, key account manager, etc.)
• Marketing related jobs (product manager, brand manager...)