The Part Time program of the M.Sc. in Marketing and Communication is designed specifically for employees who seek professional growth, offering them valuable knowledge, resources, and skills to advance their careers. The master’s degree they receive upon graduating from the Program makes them highly desirable in the job market.
The Part Time program offers a unique educational experience that is based on:
Start date
September 2024
Application deadline
1st round:19/05/2024
2nd round:14/06/2024
Duration / Mode
5 semesters
Entry requirements
Undergraduate degree from an accredited Greek or foreign university
Language requirements
English language diploma C1 level
Fees
7.500€
The objective of the course is for students to understand the close relationship between advertising strategy and marketing strategy, as well as the mechanisms that determine the effectiveness of both an advertising campaign and an integrated marketing communication program. During the course, the available communication tools and the ways of their combined effective use are presented. Also, the steps and the process of creating an integrated communication plan are analyzed as well as the methods of evaluating its effectiveness. Other marketing communication tools such as sales promotion, personal selling, public relations, digital communication etc.and their combined use are also briefly discussed.
The purpose of the course is to present and study the particularities and problems faced by companies when operating in international markets. Upon completion of the course, students will be able to apply the techniques of analyzing the international environment and evaluate the importance of gathering information and key data sources for international markets. They will also be able to distinguish alternative forms of entry into international markets, understand the philosophy of the INCOTERMS system and describe the concept and effects of gray markets in exports.
The aim of the course is to equip students with the ability to plan and implement business marketing strategies in the modern, dynamic and competitive environment, acting as real managers. Its focus is the business as a whole, and its goal is to unify the acquired knowledge for making strategic decisions. The course covers topics such as: the competitive environment, the different types of strategy, the financial dimensions of marketing strategy, choosing the appropriate marketing strategy and the associated marketing tactics.
The purpose of the course is to introduce the basic concepts of digital and social media marketing, as well as their importance to the sustainability of modern business. Upon completion of the course, students will be able to assess emerging trends in the field as well as design the marketing mix within a changing and multi-channel spectrum of digital/traditional strategies and tactics. 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 purpose of the course is to present the main concepts and the importance for product and product decisions that a company must make. In addition, the course emphasizes the importance of branding and brand politics, and also describes the process of both new product development and product discontinuation. Upon completion of the course, students will be able to gain an in-depth understanding of each key and specialized theoretical concept, through both the use of practical applications of product policy from businesses in various industries and their cross-reference to specialized empirical studies of product policy and innovation.
Elective Courses
1 per semester
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.
The aim of the course is to present data analysis and the development of descriptive and predictive quantitative, as well as optimization models in the wider field of marketing and digital social networks. Initially, emphasis is placed on the use of tools that allow the detection, access, management, and export of data from the internet (web scraping).Students will be exposed to the use of text mining methods on texts (e.g. Facebook tweets, blogs, user comments and ratings for restaurants and newspaper articles) and to the application of various machine learning methods to analyze customer behavior, perform sentiment analysis and create recommendation systems. At the methodological level, students will acquire knowledge and skills in various methods for describing customer data sets (descriptive analytics), develop models that predict future trends and behaviors (predictive analytics) and develop optimization models (prescriptive analytics). At the level of business problems and practical application, students will be exposed to various topics such as market basket analysis, consumer behavior models, and segmentation models.
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: (a) The role of gifts in sales promotions, (b) The philosophy of sales promotion, (c) The conditions justifying a sales promotion campaign, (d) The alternative methods of retail sales promotions Issues relating to the design, implementation, and post-promotion evaluation of sales promotions campaigns, (e) Promotions in perishable product categories, (f) Promotions in durable product categories, (g) Framing of sales promotions
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.
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.
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 to analyze the dimensions of the complex operation of the Sales department. Specifically, emphasis will be placed on: (a) the sales process and sales techniques. (b) 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, (c) In the role of cooperation and methods of coordination of the Sales department with the Marketing department, (d) 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, (e) 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 7.500 € (seven thousand five 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. Application 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: mscptme@aueb.gr (Monday to Friday, 9:30-16:30).
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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
