(Observe: description of past Program structure. Pre-2012)
Our vision is that those who have successfully completed this Marketing and Media Management specialization will be both the leaders and the winners of future marketing, in whatever line-of-business or market they chose to work, and that they will be the number one choice for companies recruiting their future top marketing directors.
There is a close connection between modern marketing and ongoing developments in media. New media technologies continuously result in extensive product development and thus new offers, new distribution channels, more effective tools for marketing management, more opportunities for market and marketing communications, increased customer involvement in these activities, and new customer buying and consumption behaviors. This development also results in increasingly harsher competition.
To be a winner in future markets, one has to understand this ongoing development as well as the new market conditions that arise.
Marketing is about creating value for customers, suppliers, personnel, financiers, society, and other interested parties, in order to reach the goals of the organization. Marketing thus plays an important role within overall business development and management. To achieve value creation, insights and skills in marketing and media management are essential. We intend to support the development of such competencies by providing our students with a host of useful resources, thus also helping students create value for themselves.
Our vision is that those who have successfully completed this marketing and media management specialization will be both the leaders and the winners of future marketing, in whatever line of business or market they choose to work, and that they will be the number one choice for companies recruiting their future top marketing directors.
The program focuses on three main issues, each with an expected general learning outcome:
- Strategic marketing for successful business development and management: to be able to develop and manage businesses to effectively and successfully create value for stakeholders.
- Brand management and market(ing) communications: to be able to develop and manage brands and effectively and successfully communicate what they offer.
- Media management: to be able to be a leading actor in developing the media industry, creating and taking advantage of new media solutions for business and marketing purposes.
Two parallel courses will be given during the first semester:
Strategic Marketing and Business Development (15 ECTS), addressing marketing fundamentals, the role of sourcing and supply management in creating customer value, the development and distribution of customer offerings, the organization of marketing and sales, and the role of marketing in cross-functional integration.
Brand Management and Marketing Communications (15 ECTS), focusing on brand strategies, consumer behavior, marketing research, communications strategies, message design, media choice, crisis management and other issues of PR.
There are two parallel courses also during the second semester:
Media Management (15 ECTS), focusing on media development and the media industry, where the students will work in close cooperation with senior managers and participate in developing methods and strategies moving the industry forward.
Frontiers in Marketing Management (15 ECTS), focusing on how markets form and are formed, marketing of complex services and functions, marketing of innovations, the globalization of business, and sustainable globalization.
In addition, MSc students at SEE regardless of curriculum and specialization are eligible to apply to MCXL. MCXL is the pioneering, full-semester education in creative business development, branding, and marketing communications offered at SSE.
In the second year, the students will write a Master's Thesis which may concern a real-life marketing problem facing a company. The thesis may also be more theoretically oriented focusing on a general marketing problem. Typically, a thesis is written by two students as a group. In addition to the marketing research taught in the first year, training in research methods will be offered in parallel with the thesis project. Cooperation with companies and student projects
All courses at SSE will be carried out in cooperation with one or more companies, allowing the students to follow real-life value creation processes from a number of different perspectives. The student will carry out several course-related projects within this cooperation.
Student exchange possibilities
The international perspective will be further enhanced by the opportunity to take part in our international exchange program in the second year, taking courses abroad.
Successful marketing is fundamental to any organization’s prosperity and long-term survival. This is achieved not only through a market-driven approach to production and distribution, but requires a market-oriented mindset throughout the entire organization. We therefore expect that many of our students will become CEOs of thriving companies or leaders of prominent not-for-profit organizations. They may also be found in positions such as Marketing Directors, chief consultants, and experts on market-related issues. Another possible career is to join a PhD program, perhaps with the aim of becoming a Marketing Professor.