The Master’s Degree in International Marketing Management integrates the disciplines of marketing, international business and technology management. It thereby addresses the needs of global firms operating in turbulent environments facing growing challenges in their marketing management. Changes in international business practices, the globalisation trend and advances in technology all affect the field of marketing management.
The Three Focus Areas of the Master’s Degree in International Marketing Management (MIMM)
The overall purpose of the Master’s degree programme is to provide students with marketing-management-related knowledge, skills, values and attitudes. With its specific focus on the management of global knowledge-intensive innovation activities, the degree is tailored to the needs of future marketing managers operating in highly turbulent international environments. International marketing management is considered the driving force behind and an essential element of the many operations a firm has to conduct and coordinate in today’s globalised world. Market orientation is a strategic orientation that makes it easier for the firm to analyse and understand its customers, partners, competitors and regulators, and thereby to create customer value. This, in turn, should promote sustainable competitive advantage and enable the firm to reap superior benefits. The curriculum follows an interdisciplinary path, simultaneously addressing the principles and practices of international marketing and business, innovation, and knowledge intensity.