The Full Time program with International Orientation is especially designed to provide academic knowledge and practical skills that will guide graduates towards a successful professional career in the fields of international marketing and communication. Each module of the program provides students with an in-depth understanding of the latest principles and practices, while the master thesis gives students the opportunity to consolidate and apply the knowledge gained in the taught modules and to develop important professional skills. The specialization in international orientation offers the opportunity for studies in English.
The Full Time program with International Orientation offers a unique educational experience that is based on:
Start date
September 2024
Application deadline
for the 1st round:19/05/2024
for the 2nd round:14/06/2024
Duration / Mode
3 semesters
Entry requirements
Undergraduate degree from an accredited Greek or foreign universit
Language requirements
English language diploma (C2 level)
Fees
6.900€
This course presents an overview of marketing practices in a global environment and provides the framework upon which international marketing management can be based. Emphasis is placed on the scope and challenges of international marketing, the culture, political, legal, and business systems of global markets, the global market opportunities, and the development of global marketing strategies (product planning, promotion, pricing and channels of distribution). The course is designed to provide students with the latest understanding of global issues and the necessary skills in making strategic decisions based on a global perspective through lectures, case studies, and group projects.
Consumer behavior covers all the decision processes and acts of people involved in buying and using products and services, including the mental and social processes that precede and follow these actions. This field is of utmost importance for marketers’ and companies’ decisions. Upon completion of the course, students will be able to identify and assess the various psychological, cultural, societal, and group influences on consumer behavior at different stages of the consumption process. Moreover, they will be able to evaluate the importance of the optimal usage of consumer research for a solid understanding of consumer behavior for business success, compare the relative usefulness of each method, and appraise the possible synergies between the different methods.
The aim of the course is for students to understand the various types and the process of marketing research, as well as the role it plays in decision-making and the formulation of marketing strategies. The main part of the course is devoted to the methodology of conducting comprehensive market research. The course covers topics such as: the process of marketing/market research, types of research, data collection methods, sampling and statistical analysis of data/data.
The course, among others, includes the following topics: (a) web analytics, (b) digital advertising campaigns and analysis of their performance (Google Ads/ Meta Ads), (c) corporate presence in social networks and analysis of interaction with digital followers, (d) marketing strategy and digital business models, (e) consumer behavior online, (f) content marketing, (g) Search Engine Optimization, (h) email marketing, (i) UX design.
The main objective of this module is to familiarize students with the mechanisms that determine the effectiveness of advertising and integrated marketing communications (IMC). A balanced approach is adopted with a focus on both the theoretical and managerial aspects of advertising and IMC. The module emphasizes the role of marketing strategy and communication strategy in enhancing brand equity. In addition to advertising, a range of other MARCOM tools (e.g. sales promotion, personal sale, public relations, internet and social media advertising) are presented and their synergistic use is discussed. The process and issues surrounding the development of an IMC plan as well as the methods for assessing its effectiveness are analyzed. The challenges of advertising and IMC at an international level provide a central focus throughout the module.
Upon completion of the module, students should be able to:
The objective of this course is to help students develop the skills for formulating and implementing strategy. It provides an understanding of: A company’s operative environment and how to build and sustain competitive advantage; How to make a strategic choice given a number of alternative strategic options; How to create superior customer value by designing the optimum configuration of company resources and capabilities; How to balance the opportunities and risks associated with dynamic and uncertain changes in industry attractiveness and competitive position; How to spot and avoid the most common strategy mistakes taking place and make better strategic decisions; How to direct the company into the future.
Innovation is the most important guarantor of sustainable competitive advantage for firms around the world. Entrepreneurship is the principal source of jobs and wealth in the economy. However, shaping an organization so that it successfully and repeatedly brings innovations to market is a daunting managerial challenge. This course examines the basics managers need to organize and commercialize valuable innovation in both entrepreneurial and established firms. Major topics include designing appropriate innovation processes; identifying, building and commercializing innovations; taking advantage of internal and external sources of innovation; and structuring entrepreneurial organizations. The course includes lectures, case analyses, visiting experts, practical exercises and student presentations.
The purpose of the course is for students to understand the subject and the methods of digital marketing analytics and at the same time to familiarize themselves with modern empirical approaches to the analysis of the behavior of online users. Students will acquire the knowledge and skills required to analyze the vast amount of data resulting from user interactions and transactions with corporate websites, social networking pages and online advertising campaigns in order to extract useful, data- driven, conclusions. The course, among others, includes the following topics: (a) web analytics, (b) digital advertising campaigns and analysis of their performance, (c) corporate presence in social networks and analysis of interaction with digital followers, (d) search and content marketing analytics, (e) customer analytics (CLV, RFM analysis), (f) advanced topics on digital marketing analytics (Marketing Automations, Experiments with A/B testing, Marketing attribution, Analytics platforms)
Elective Courses
2 per semester
Upon completion of this module, students will have acquired new knowledge on fundamentals of brand and product, types of product and brand decisions, branding and logos, new product and brand development and product line pruning.
This course aims to enable students to appreciate the breadth, the significance and the centrality of the customer experience; to comprehend the notion of the customer journey and the tools that enable us to analyze it; to appreciate how to manage, enhance, and optimize the customer experience and how to achieve excellence, via the optimum management of the service provision process, the people involved, and the environmental multi-sensory atmospherics. Students are exposed to a number of managerial tools and techniques and through the hands-on, practical application approach of the course they learn how to use them by applying them to real life examples.
Students attending this module will likely get a job with a manufacturer of consumer goods (e.g., grocery or durables) or a domestic/global retailer. It is, therefore, of particular importance to acquire knowledge about retail sales promotions. By combining empirical evidence with practical illustrations and case studies, this module aims to provide students with a thorough understanding of the nature, content, and context of retail sales promotions. After module completion, students will be able to know:
Upon successful completion of the course, students will be able to:
The module offers students the opportunity to acquire knowledge about how the domestic and international fashion industry operates, its opportunities and prospects, problems and ways to address them, knowledge of fashion and luxury marketing management and businesses operating in this field, skills in strategic management of fashion product branding and application of an appropriate, integrated communication strategy, the ability to understand the mechanism of consumer purchasing decisions and predict future trends in the fashion and luxury industry.
This course aims to provide students with a comprehensive understanding of Corporate Social Responsibility (CSR) and sustainability practices in the business world. Students will explore the ethical, social, and environmental dimensions of business operations, and how companies can contribute positively to society while maintaining financial success. The course will cover theoretical foundations, practical applications, and case studies to facilitate a holistic understanding of CSR and sustainability.
Upon completion of the course, students will be able to understand the unique conditions of B2B markets (transactions among businesses) and the relevant marketing strategy adaptations in both strategic and tactical level regarding both the company and the customer.
The purpose of the course is to analyze the dimensions of the complex operation of the Sales department. Specifically, emphasis will be placed on:
(a) In the sales process and sales techniques. The focus will be on business-to-business transactions where the bulk of market sales are seen, but the basic approaches will also apply to retail sales. References will also be made to electronic sales.
(b) In strategic and critical decisions that are required to be made by Sales executives when designing a sales plan, such as market forecasting and setting Sales targets, determining the Sales force and fleet as well as hybrid and mixed sales systems (eg agents) that can be implemented by a company, the planning of the sales areas in combination with the targeting and positioning of the company, and the organization of the Sales force.
(c) In the role of cooperation and methods of coordination of the Sales department with the Marketing department (since these two functions are the most customer-centric), as well as in general management issues of the relations of the Sales department with other key departments and functions of a company.
(d) In broader issues contained in the operation of the Sales department such as the logic of CRM systems, customer service, complaint management, the importance of service orientation (servitization) and service-dominant logic, as well as decisions with HR philosophy such as remuneration, training, control of Salespeople and internal marketing policies (Internal Marketing Orientation).
(e) In the key role of the adoption of the Marketing philosophy in the strategic planning and implementation of the Sales operations with a view to providing value to the customer (customer value).
In partial fulfillment of the postgraduate degree, students are required to undertake and complete a thesis during the last months of the curriculum.
The thesis aims to:
The Teaching Staff of the M.Sc. consists of faculty members and researchers with high international recognition for their academic and research work.
The tuition fees are 6.900 € (six thousand nine hundred euros) and can be paid in installments, which are defined by the programme’s Executive Committee.
Tuition fees are non-refundable in case of termination of studies.
The application period for September 2024 entry has started!
See the Call for Applications here
1st period deadline: Sunday, May 19th, 2024
2nd period deadline: Friday, June 14th, 2024
Applications along with all the supporting documents are submitted only online through AUEB’s Master’s online applications portal. After submitting your online application, you should send by post or submit in person to the secretariat office the signed printed form of the electronic application along with the required documents.
IMPORTANT NOTE: Do not forget to choose the “SUBMIT” button to complete the procedure of online application
As already mentioned, the application form and the supporting documents will be submitted online. Certified copies of foreign documents and documents issued by private institutions/organizations will be submitted to the secretariat only when asked. Applications with no supporting documents will NOT be evaluated.
After the submission and review of all applications, applicants may be invited for an interview, which serves as support material in reviewing their applications. Interviews, which are conducted by faculty members, are usually scheduled at the university’s premises or on Skype (for applicants living abroad).
More information
You can contact the secretariat either by phone: +30 210 820 3665, +30 210 820 3631 or e-mail: prima@aueb.gr (Monday to Friday, 9:30-16:30).
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Καθημερινές 09:00 – 18:00
The MSc in Marketing & Communication of Athens University of Economics & Business, was for me the obvious choice when it came to select a prestigious university in order to specialize in the Science of Marketing. What mostly impressed me, was the positive impact of everything I learned as well as the practical application of all newly acquired knowledge to my daily professional duties as a Manager. The Marketing and Communication concepts and tools Ι acquired, proved to be key elements towards a successful career.
Aristotelis Trifonopoulos
Managing Director, REASON TO BELIEVE, Graduate of the Executive MSc (Part Time) Greek Program
The MSc course was not just invaluable for my professional development in the field of Marketing. It was primarily a memorable life experience. On the one hand, experienced Faculty of a very high standard, as well as the interdisciplinary background of my fellow students with the well balanced course structure, and on the other hand two years full of ideas, images and moments of invaluable experiences. I certainly wouldn’t change a thing! The Marketing and Communication concepts and tools Ι acquired, proved to be key elements towards a successful career.
Filippos Sfyris
Market Intelligence Specialist, Group Marine Marketing, Hempel, Graduate of the Part Time MSc (Executive) Program
210 8203-665, 210 8203-631
mscftme@aueb.gr
mscptme@aueb.gr
prima@aueb.gr
