MSc in Marketing

BRAND YOURSELF
Duration: 14 months/Evening classes
Application Deadline: August 31, 2017
Start Date: September
Fees: € 12,500

OVERVIEW

Marketing is a key aspect of every business and a fascinating work context. Choosing marketing for your graduate studies will equip you with a strong understanding of the modern business environment and will place you at the core of a company’s decision making. The ALBA MSc. in Marketing can prepare you for these challenges. It is a rigorous program aiming to provide current and prospective marketers with a blend of strategic thinking, analytical skills and contemporary marketing tools. The program provides students with an extensive coverage of digital marketing strategies and applications along with marketing metrics and marketing analytics tools to help them foster marketing accountability across their organizations.


Key features of the program

  • Weekday classes between 18:00 – 22:00,twice or three times per week on average.
  • A 14-month program
  • 13 core modules and 4 workshops
  • Assessment: group reports/presentations, case study analysis, mid-term tests, final exams
  • Dissertation or Internship or Elective courses

 

The MSc in Marketing Is Designed for:

  • Recent university graduates who want to launch a career in marketing and deepen their knowledge of the field.
  • Working professionals with an interest in and commitment to marketing, aiming to advance their careers in this field.
  • Individuals seeking to (a) enhance their knowledge in digital marketing tools (b) employ marketing analytics o develop marketing consulting skills and (c) advance their critical thinking around marketing to foster marketing accountability in their organizations

You may find here more information about the Program's Intended Learning Outcomes.

 

Current Student Profile

HIGHLIGHTS

International Recognition: Accredited by the New England Association of Schools and Colleges (NEASC)

A focus on applied learning: the program is designed to provide students with opportunities to test the practical relevance of the marketing topics taught through project work, case study analysis, and software applications.

The internship opportunities, for eligible students, it offers in positions relative to the Marketing field.

Innovative curriculum: the program offers a number of unique courses and workshops:

  • Digital Marketing presents with the latest tools of digital marketing communications.
  • Marketing Metrics demonstrates key marketing performance indicators.
  • Marketing Engineering involves computer-assisted marketing analysis and planning.
  • Marketing Consultancy Project relates to a project for a real company
  • Nielsen Retail Measurement present the Nielsen Methodology on retail data analytics.
  • SAS Marketing Analytics applies big data analytics in marketing decision making.

 

CURRICULUM

MSc in Marketing Total Year Schedule 2017-2018

The School reserves the right to reexamine the structure of all academic programs and proceed to any necessary changes in the total year schedules.

5th Period:  One from the following three options: Marketing Consultancy Project AND Pricing & Value Management AND  Personal Selling, OR Internship, OR Dissertation

1 credit = 3 ECTS

1st Period | September-October

Courses Hours | Credits
Consumer Behavior
28 | 2 Credits
This course aims to provide an understanding of the consumer decision-making process by integrating key theoretical perspectives embedded in psychological, sociological and economic principles. Specific goals for this course are to outline the links between consumer behavior research and marketing theory and practice, providing the related academic background, acquaint students with the factors which influence consumer behavior at different stages of the consumption process, and create awareness of the processes that organizations develop to understand consumer and buyer behavior.
Financial Fundamentals
14 | 1 Credits
This short course introduces the basic concepts and tools of Accounting and Finance to non-finance specialists enabling them to communicate effectively with departments of accounting and finance and also understand the financial implications of their decisions and actions. After the completion of this course participants should be able to understand what the objectives of the firm are, read and comprehend the basic financial statements produced by the firm, understand the difference between an expense and an investment, realize the importance of cash flows,  access the financial health of the company, understand how the financial markets operate and how the value of a company is calculated, learn about the basic sources of finance, the cost of capital, the working capital, and the economic value added of the firm.
Business Statistics
14 | 1 Credits
Today's business environment is characterised by abundance of information and increasing uncertainty and complexity. Against this background, analysing probabilistic/statistical information, understanding the relationship between business factors, evaluating risks and turning data into actionable knowledge are essential skills for competent management. The main objective of the course is to help participants assimilate statistical concepts as well as acquire skills in applying these concepts using modern software. Topics covered include descriptive statistics, probability distributions, sampling, hypothesis testing and regression analysis.
Business Writing & Presentation Skills
14 | 1 Credits

2nd Period | November-December

Courses Hours | Credits
Marketing Research
28 | 2 Credits
This course is designed to provide students with a fundamental understanding of the field of marketing research. Marketing research concerns the use of scientific methods to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process. It concerns the collection and analysis of information in order to reduce uncertainty and provide insights into buying behavior, customer satisfaction, customer preferences, market segmentation, advertising evaluation, product testing, new product development etc. Students will study the central concepts of marketing research, as well as the tools and techniques used in this field to support good marketing decisions.
Advertising Management
21 | 1.5 Credits
The course provides with both advertising theories and a hands on understanding of the complete advertising process, from strategy development, identification of the “big idea,” to execution, and evaluation. Such an approach will allow students to develop a critical understanding of advertising tactics that work, and those which are not effective, along with the reasons of failure. The learning objectives of this course are: - To generate an understanding of the nature and scope of advertising- To familiarize with the advertising tools and practices; - To raise awareness of the factors contributing to the success of advertising campaigns; - To provide working knowledge of the steps employed in the advertising process;- To allow for a hands on experience of the advertising process.

3rd Period | January-February

Courses Hours | Credits
Marketing Strategy
28 | 2 Credits
Marketing Strategy concerns the development and application of value-enhancing marketing strategies, utilized and executed in dynamic competitive environments. The focal point of this course is strategic marketing analysis and marketing planning. Students will gain considerable experience in the analysis of complex marketing decisions and learn the components and construction of a strategic marketing plan. In addition, students will be exposed to discussions on specific marketing problems, in a variety of situations. Finally, students will compete in a computer-based marketing strategy simulation and submit a business-level marketing plan.
Digital Marketing
14 | 1 Credits
Digital marketing is the use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them. Simply put digital marketing is where traditional marketing meets access platforms and communication tools (e.g., organizational websites, portals, search engines, blogs, email, instant messaging, cell phones, video games etc.). The objective of this course is to educate students for fulfilling careers in digital marketing. The course will cover topics such as information economics and the networked economy, online consumer behavior, trends in media consumption, the digital media landscape, online reputation, performance-based online advertising, social network marketing, search engine optimization, web analytics, and legal issues in online advertising.
Brand Management
14 | 1 Credits
Brand management concerns the process of planning and controlling the firm’s brands and their meaning so that they are aligned with consumer needs and meet corporate goals. This course examines both paradigms in brand management: the classical marketing paradigm that emphasizes the importance of developing strategies that enhance brand equity and endure through time as well as the hit marketing paradigm that emphasizes a short-term perspective in managing brands.The goals are to provide students with an understanding of the role of brands, how they are formed and acquire meanings, how they are managed and how they add value to consumers and the firm.

4th Period | March-April

Courses Hours | Credits
Marketing Engineering
28 | 2 Credits
While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering i.e., a combination of art and science to solve problems. This course is about putting together important marketing concepts, data, analyses, and spreadsheet decision models to learn about customers and competitors and to design marketing plans. Marketing engineering is about computer assisted marketing analysis and planning.  Upon completing the course students should be able to a) move from opinions-based decision-making (conceptual marketing) to data-based decision making, b) use spreadsheet software in order model important strategic marketing phenomena (Segmentation, Positioning, Valuing Customers etc.) and c)  learn to work with market response models (marketing inputs, functions, and objectives).
International Marketing
14 | 1 Credits
Developing and selling products in other countries is a very way for sustaining business growth. However, marketing products and services across different countries requires a solid understanding of the local markets and an ability to adjust the marketing mix across such countries. International Marketing aims at providing managers with the tools necessary to analyze the international marketing environment considering the factors crucial for the successful development and sale of products and services abroad.
Digital Marketing
14 | 1 Credits
Digital marketing is the use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them. Simply put digital marketing is where traditional marketing meets access platforms and communication tools (e.g., organizational websites, portals, search engines, blogs, email, instant messaging, cell phones, video games etc.). The objective of this course is to educate students for fulfilling careers in digital marketing. The course will cover topics such as information economics and the networked economy, online consumer behavior, trends in media consumption, the digital media landscape, online reputation, performance-based online advertising, social network marketing, search engine optimization, web analytics, and legal issues in online advertising.
SAS Marketing Analytics
14 | 1 Credits
Marketing analytics comprise the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. SAS, as the market leader of Business Intelligence solutions, has developed methodologies for integrating all marketing related information available to a company, and applying powerful statistical techniques for helping marketing managers to extract important information from the data provided to them. In this course, students will become familiar with the methods available by SAS software for analyzing marketing related issues and making decisions.

5th Period | May - June

Courses Hours | Credits
Marketing Metrics
21 | 1.5 Credits
This course demonstrates a number of important marketing-related performance metrics that are critical ingredients of sound decision making across the spectrum of marketing function. Four major categories of metrics are covered including non-financial (i.e., brand awareness, customer satisfaction), financial (i.e., net present value, internal rate of return), customer (i.e., customer lifetime value), and digital (i.e., transaction conversion rate, word of mouth) metrics. The course aims to equip students with the necessary critical and analytical skill for understanding and using these marketing performance metrics. Specific goals for this course are to, introduce students to the importance of marketing accountability, describe in detail the meaning and analytical workings of key marketing performance metrics, and present students with a road-map for selecting the appropriate marketing metrics given specific marketing-related decisions.
Nielsen Retail Measurement
7 | 0.5 Credits
Nielsen is a leader in collecting, analyzing and creating practical knowledge across all retail sectors in more than 100 countries. Based on this extensive know-how, Nielsen has developed its own methodology for digesting and making sense of the vast retail data available today. This course aims at providing students with the Nielsen methodology; more specifically, to help them familiarize with different retail market facts and terminology, follow standard procedures so as to analyze retail data and solve specific quantitative business issues, and learn how to further dig into data and use alternative information sources simultaneously in order to resolve qualitative business issues.
Personal Selling
14 | 1 Credits
This course is an applied introduction to professional selling. The course is designed to provide students with functional skills and tools (i.e., resourses, technology and systems, informational and interpersonal skills) allowing them to manage the selling process successfully. Indicative course content includes the following: fundamentals of the professional selling process, dealing with buying objections, closing the selling process, adaptive selling, consultative selling, service and sales relationships,  sales force automation tools and ethics in the selling process.
AND
Marketing Consultancy Project
- | 4 Credits
This is an applied course that gives students the opportunity to systematically explore marketing topics from the program in a real company setting. The course focuses on the development of practical managerial skills through the implementation of a group-based marketing consultancy project with an organization. Students are expected to work in groups on a consultancy project that will address specific marketing issues and problems that are of practical relevance to an individual company and explicitly elaborate on theoretical topics from the core courses.
OR
Internship (upon Availability)
- | 4 Credits
OR
Dissertation
- | 4 Credits
The Dissertation is a research project of a student’s special interest in a faculty member’s area of expertise. The students will have the opportunity to construct a detailed plan of a research project; to review specific literature on the selected topic; to identify relevant research questions from the literature; to be able to turn general research questions into empirical ones; to select and justify an appropriate research design; to select and employ suitable methods or techniques to investigate the empirical questions; to analyze financial or social data and to write a report covering a review of the relevant literature, the research questions, an explanation and justification of the design, a description of the conduct and analysis of the research, and a discussion of the findings in relation to the literature and methodological issues.

FACULTY

The Professors

Academic Director
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Christos Koritos Assistant Professor of Marketing

Dr. Koritos has teaching and research interests in the areas of Consumer Psychology, Marketing of Services, Advertising, Corporate Social Responsibility, and Strategic Management. His research focuses on consumer adoption of innovative distribution channels, consumer perceptions of quality in well known versus private label brands, rhetoric in advertising, and attitude formation.

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Course Faculty
Evangelia Baralou Academic Director of the MSc in Tourism Management
Senior Lecturer in Organisation Studies, Open University, UK view more
Professor of Marketing, Loughborough University view more
Professor and Chair of Information Systems at Boston University view more
Christos Koritos Academic Director of the MSc in Marketing
Assistant Professor of Marketing view more
Professor, Boston College view more
Assistant Professor of Decision Sciences view more
Adjuct Professor of Marketing, The American College of Greece view more
Assistant Professor of Marketing, IE Business School view more
Pavlos Vlachos Academic Director of the ALBA MBA
ASSOCIATE PROFESSOR OF MARKETING view more
Stefanos Zarkos Academic Director of the MSc Programs: MSc in Finance; MSc in International Business & Management; MSc in Business for Lawyers; MSc in Entrepreneurship
Associate Professor in the Practice of Finance view more
Sir Julian Hodge Professor of Marketing and Strategy, Cardiff Business School view more

CAREER

After completing the program participants should be able to:

  • Apply relevant marketing knowledge to simple and complex marketing problems.
  • Readily transfer practical skills and marketing tools to professional marketing positions.
  • Strategically think about markets, product and service offerings
  • Analyze customers, competitors, and the internal company environment in a creative and measured way.
  • Design, implement and tangibly evaluate marketing programs.

SCHOLARSHIPS

Scholarships Scheme

You can secure pre-approval of your scholarship, before you apply for admission to the MBA or MSc program of your choice.

Apply for scholarship

GMAT Scholarships

 Those candidates who bring GMAT score from 700 and above, will be granted a scholarship of 60% of the total tuition fees for all MBA and MSc's (Excluding the Executive MBA, Double Masters for Lawyers and the MSc in ISF Programs). Candidates with high GMAT bellow 700 are also eligible for smaller scholarships.

AHEAD Scholarships for Micro Enterprises

The ALBA Hub for Entrepreneurship and Development (AHEAD) offers one partial scholarship for any of the Academic Programs at ALBA aimed at prospective students from competitive micro enterprises. (Executive MBA, MSc in ISF and Double Masters for Lawyers candidates are not included). Scholarship is  open to entrepreneurs, involved family members and managers from micro businesses with less than 10 employees.

Next Generation Family Business Scholarship

ALBA Graduate Business School offers two partial scholarship  for any of the Academic Programs at ALBA (Executive MBA, MSc in ISF and Double Masters for Lawyers candidates are not included) to a member of the next generation of a family business. It aims to encourage growth and succession in Greek family businesses, and support upcoming business leaders so that they can excel in such a demanding role.

SEV (Hellenic Federation of Enterprises) Scholarships

SEV (Hellenic Federation of Enterprises) offers five (5) partial scholarships for graduate studies at ALBA.

Scholarships are open only for the academic year 2017 – 2018, will cover 40% of total fees and are addressed exclusively to Small and Medium Enterprises – members of SEV, offered as rewarding services to the members of the Federation.

Applications can be submitted online at https://applications.alba.edu.gr/ with the indication “SEV scholarship” noted at the field Scholarship-Financial Aid.

Note that the evaluation of applications and the final selection will be made from ALBA Graduate Business School at The American College of Greece.

All applicants need to meet the eligibility criteria of the program they apply for and to go through the standard admission procedure and personal interview.

For any additional information applicants can contact Ms. Antonina Kalkavoura at 210 8964531 (ext. 2253) or through e-mail at akakalvo@alba.edu.gr.

Equal Society for MSc in Marketing

1 full scholarship will be offered for the MSc in Marketing. 

In order to express your interest you will need to fill in properly and accordingly both the application provided by  Equal Society (here) and the ALBA online application

23th Economia Competition

Partial scholarship to all members of the winning team of the “Economia” competition for any of the below stated MSc Programs:

  • MSc in Strategic Human Resources Management
  • MSc in International Business and Management
  • MSc in Finance
  • MSc in Marketing
  • MSc in Business for Lawyers
  • MSc in Shipping Management
  • MSc in Tourism Management
  • MSc in Entrepreneurship

ADMISSION REQUIREMENTS

To be considered for admission, candidates must:

  • Hold a bachelor’s degree; - Provide evidence of excellent command of the English language;
  • Need to be currently employed or self-employed (valid for the part time mode only) GMAT tests are optional unless the Academic Committee requires the applicant to take them: in any case, scores of 550 or more (GRE >155) can strengthen your application and help you secure a scholarship.

Candidates must submit:

  • The completed application form, including one recent photograph in jpeg format;
  • Two letters of recommendation in Greek or in English language.
  • Official Academic Transcripts as well as Certified copies of degrees from each undergraduate, graduate or professional degree earned;
  • Proof of competence in the English language (unless schooled in English), e.g. Proficiency or TOEFL or IELTS.
  • Three Essays, as indicated in the Application form;
  • Receipt of the non-refundable application fee's [€60] deposit

Click here to download the details for admission.

To learn more about academic policy, course credit policy, fees policy and rules for student conduct read the Academic Regulations.

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Vicky Moscopoulou Program Manager

We urge applicants to request further information or to come for a meeting at our downtown campus, in order to better understand their profile and motivations.

Just fill out and submit the form below and we will respond to you as quickly as possible.

Tel.: +30 210 89.64.531-8

Fax: +30 210 89.63.302

e-mail: msmarketing@alba.edu.gr

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