Curriculum of Marketing

In a world where organisations must continuously adapt to technological change, the Business Intelligence and Consultancy track prepares you to drive data-informed transformation. This track combines data analytics with consultancy skills, enabling you to interpret complex datasets and translate them into actionable insights.

You will learn how to use analytics to diagnose real-world organisational challenges, design evidence-based solutions, and guide businesses through change management processes. A strong focus is placed on effectively communicating recommendations to diverse stakeholders, ensuring that insights lead to meaningful impact.

By integrating analytical precision with consultancy expertise, this track equips you to support organisations in navigating dynamic, technology-driven environments. You will develop both the technical capabilities needed for data-driven decision-making and the skills required to manage the human side of change.

Graduates are prepared to lead organisational transformation and help businesses adapt, innovate, and thrive in the digital age.

How can organisations deal with the challenges and complexities of innovation and digital transformations? The track Customer Centricity teaches you how organisations can excel at that by putting the customer first. It offers you knowledge, tools and skills to lead customer-driven innovation and implement customer centricity in digital engagement strategies.

Key topics that will be addressed include how to involve customers in product development, how to launch products successfully on the market, and how to use the internet as a two-way marketing medium to capture awareness, attract customers, provide service, and maintain customers. 

You will gain a clear understanding of the shift in power from traditional media to digital platforms and learn how to engage effectively with empowered stakeholders. 

In a global economy shaped by regulatory and cultural differences, organisations must innovate and manage people across diverse institutional environments. The track Global Talent and Innovation integrates insights from institutional theory, innovation studies, and international human resource management (HRM) to understand how firms operate and create value across borders.

You will explore how macro-level institutions and national cultures influence firm-level strategy and HRM practices. Special attention is given to multinational enterprises and internationally active SMEs, and their interaction with stakeholders such as international NGOs. Key themes include balancing global standardisation with local adaptation and scaling operations under institutional constraints.

The track strengthens your ability to analyse the interplay between institutions, innovation, and HRM in different country contexts. You will develop both theoretical understanding and practical skills to assess institutional environments, design context-sensitive innovation strategies, and align HRM systems with organisational goals.

Graduates are well prepared for strategic roles in internationally operating organisations where institutional awareness and cross-border management capabilities are essential.

The Managing Transformations track prepares you to tackle the complex societal challenges that shape today’s business landscape. You will explore how companies respond responsibly to issues such as sustainability, social impact, and stakeholder collaboration, and learn how businesses are created, maintained, and transformed in this context.

Through a combination of cutting-edge research and insights from experienced practitioners, you will discover how different roles within organisations, from corporate board members to CSR managers, drive responsible strategies and implement change. This track provides practical, hands-on knowledge on organising transformations, equipping you with the skills to lead businesses that create meaningful, sustainable impact.

This track is ideal for students eager to combine strategic thinking, societal awareness, and practical leadership skills to shape the future of responsible business.

In an interconnected world, organisational success depends on the ability to align and mobilize diverse stakeholders around complex challenges. The track Stakeholder Management equips you with the skills to navigate these challenges, from sustainability transitions and digital transformation to societal issues like health and well-being disparities.

You will learn to analyse multifaceted problems, identify diverse interests, and facilitate structured dialogues that support informed decision-making. Through hands-on exercises and real-world cases, you will practise designing and conducting group processes that structure problems and guide collaborative solutions.

By combining a systems perspective with collaborative sensemaking, this track prepares you to bridge competing interests, operate confidently in dynamic contexts, and transform complex challenges into sustainable outcomes supported by all stakeholders.

In an increasingly interconnected business environment, organisations create value through collaboration across organisational boundaries. The Supply Chains & Networks track explores how firms build and manage alliances and networks to operate effectively and sustainably in complex environments.

You will develop a deep understanding of why and how firms form alliances, how they negotiate and govern inter-firm relationships, and how performance is created and evaluated within networks. Building on this strategic perspective, the track extends to global supply chains, examining how coordination, governance, and stakeholder management shape value creation across organisations from a sustainability-oriented perspective.

Combining theoretical insight with analytical tools and practical skills, this specialisation equips you to diagnose inter-organisational challenges and design effective collaboration strategies. It prepares you for roles in strategy, procurement, supply chain management, consulting, and sustainability management, where managing complex stakeholder networks is central.