The first semester provides tools for addressing strategic issues related to marketing, business development, and markets. You learn how to analyze changing markets, how to integrate different functions in the firm, and how to ensure that market orientation and customer value creation permeates the organization. In a parallel course, you focus particularly on identifying and exploiting opportunities and managing challenges that face media corporations today.
This is followed by a full semester in creative business development, brand management and marketing communications (XL). The aim of these courses is to help you deal with the most important challenges facing corporations on today’s highly dynamic markets.