The Master’s program in Strategic Marketing aims to equip students with a comprehensive understanding of various aspects of marketing in a global context. Upon graduation, students should have a solid grasp of global economic and managerial issues as they pertain to strategic decision-making. They will also be well-versed in contemporary marketing issues, including the impact of new media and social media. Furthermore, students will have a current understanding of branding and entertainment marketing, along with the significance of corporate social responsibility (CSR) and ethical marketing in enhancing profitable business strategies. They will also be proficient in employing appropriate techniques to address complex challenges crucial to the success of multinational firms.
In terms of disciplinary and professional skills, graduates will be well-prepared to assume mid-level marketing management positions in companies, equipped with international managerial skills. They will have studied, reviewed, and applied established as well as cutting-edge techniques in the field of marketing management. The curriculum fosters a deepened ability to apply, develop, and critically appraise current techniques, theories, and practices encountered in the marketing environments of local and international firms. Graduates will possess a critical awareness of the global business environment and the relevant marketing tools necessary for success in an increasingly competitive world. They will also have advanced interpersonal and cross-cultural communication skills, along with current knowledge of marketing management practices.
The program aims to instill a global and strategic mindset in students, emphasizing the importance of learning from diverse cultures. Graduates will appreciate the necessity for continuous skill and knowledge development throughout their careers. This program opens up a wide range of career opportunities in marketing roles, including Product Management, Sales, Advertising, Public Relations, and Market Research, particularly in creative agencies or the media sector. Recent IBS graduates have secured positions as brand managers, sales executives, or in PR/marketing/advertising agencies, as well as in the FMCG sector, health industry, or media.
This program is conducted in tendem with The University of Buckingham.