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MSc in Marketing

MSc in Marketing

Degree Program

Acquire managerial expertise in innovative strategic marketing focusing on brand management and customer experiences

Get insights on market research, multicultural and sustainable perspectives, and off-line and on-line aspects

At a Glance:

  • 2 Intakes: September and January*
  • 16-month program
  • 60 US Credit (120 ECTS Credits)
  • A balanced program between theory and hands-on experience
  • Internship, Thesis or Applied Project (Professional Immersion)
  • A very diverse student body, in term of backgrounds, interests and nationalities
  • Renowned lecturers with industry specific backgrounds: Unilever, Solar Impulse, TeamStadia
  • Networking activities and events: Seminars, Business Conferences such as the Digital Day in Geneva and Top Marques in Monaco
  • Wide range of career opportunities, in multinational companies, or in international organizations: Ferrari, Ogilvy & Mather UK, L'Oreal US, Proxicom, Sisley, and Jimmy Choo, to name a few

* ONLY students holding a 240 ECTS/120 US credits degree with a specialization in the same discipline area of the Master program in which they wish to enroll may apply for Direct Admission to Term 2. The IUM Admission Committee will make a decision based on the candidate's academic profile and background.

Specificities of the MSc in Marketing at IUM:

The Master of Science in Marketing at IUM is designed for you who are interested in acquiring managerial expertise in innovative strategic marketing focusing on brand management and customer experiences.

The Curriculum offers courses that contribute with a holistic understanding of marketing. Such courses are covered as Strategic brand management, Strategic marketing management, Product and services innovation, Trends in digital marketing, Total store design, Consumer behavior and customer experience, and they all provide insights to market research, multicultural and sustainable perspectives, and off-line and on-line aspects

Acquire the specific skills to become a marketing expert

The Master of Science in Marketing is designed to equip future marketing managers with cutting-edge marketing concepts and tools in order to design and implement innovative marketing strategies in real world business settings.

The program introduces a holistic view on marketing by providing a solid knowledge in business design and marketing strategy, total design management, and insights required for involving the customer.

In the program you gain a firm ground of marketing principles. As well as developing critical and analytical skills for the means of strategic brand management, you acquire understanding of issues like service, communication and store design, as well as what drives customer's attitudes and behaviors.

In the program, you also develop your skills in communication, collaboration, and managing and leading projects and teams.

As a result, MSc in Marketing graduates will be able to:

  • Critically analyze the international business setting and build innovative, customer-oriented marketing strategies.
  • Recognize the importance of social and cultural aspects in building marketing strategies.
  • To acquire a specific knowledge of the industry trends and international markets as well.
  • Consider sustainability issues in international marketing strategies.
Following such a master program in the dynamic environment of Monaco allows you to get immersed into a multicultural atmosphere and to gain hands-on international experience during your business training.


The curriculum combines state-of-the-art classes in marketing with a broad and holistic understanding of marketing in general and strategic marketing in particular.

The program provides such courses as Strategic brand management, Strategic marketing management, Product and services innovation, Trends in digital marketing, Total store design, Consumer behavior and customer experience. You will also develop your skills needed to excel in a leadership position in marketing.

Further, for the means of strategic marketing decisions, all courses provide insights to market research, multicultural and sustainable perspectives, and off-line and on-line aspects.

By completing completing the master's degree in Marketing, you will be able to:
  • Display a thorough understanding of advances in marketing science in order to pioneer the latest marketing tools and take advantage of consumer trends.
  • Demonstrate ability to critically analyze the international business setting and build innovative, customer-oriented marketing strategies.
  • Communicate effectively and professionally.
  • Have a global perspective and be able to work in and adapt to a multicultural setting and to foreign cultural behaviors.
  • Understand the importance of ethical, responsible and professional behavior.
  • Demonstrate skill in working collaboratively in achieving the shared objectives of a group.
marketing IUM
MÜHLBACHER Hans Hans MÜHLBACHER, Austrian, Ph.D. in Social and Economics Science, Dr. Habil.

I have joined the International University of Monaco for its dynamic development as a member of INSEEC Group.

I teach the course « Brand Management Strategy » in the Master of Science in Marketing program. Because of the ever-rising importance of brands to the success of companies in all sectors of the economy, this course is a capstone course in the program. It discusses various approaches to brands and branding, from the perception of brands as signs that can be changed at the will of the owner, via brands as images, personalities and identities, to brands as interaction processes among a variety of stakeholders.

Case studies are mixed with student presentations, exchange on literature studied in advance and discussions of managerial consequences of different perspectives on brands and branding. Students are prepared for their coming careers by being lead through critical reflections of extant approaches and the deduction of adequate managerial responses to the challenges of dynamic brand processes.

Some of the Courses offered in the MSc in Marketing

Please note that this list is not exhaustive and subject to change

IUM's Master of Science in Marketing is designed in collaboration with leading marketing professionals. Within 12 months, you will acquire a set of generalized skills in management and strategy as well as specialized skills in areas of branding, strategic marketing, innovation, services, communication, customer insights, and marketing research.

  • Consumer Behavior and Customer Experience:

    This course provides insights to consumer behavior and custormer experiences by looking at psychological, sociological, economic, and anthropological perspectives. Further, it deals with experiential psychology and sensory and embodied knowledge. Designing effective marketing strategies is explored using the knowledge of these influences.

  • Strategic Brand Management:

    This course conceptualizes brand and provides tools to understand brand as a name, bundle of features and bundle of associations, and as a complex social phenomenon. The students will understand the essence of branding on management focus and decision-making, and the meaning of internal branding and total touch point design.

  • Strategic Marketing Management:

    This course addresses marketing management issues and describes relevant concepts regardless of the business or extent of their international involvement. The course presents an overview of the unique aspects of marketing and provides a framework upon which marketing management can be based. Emphasis is placed on the role of the marketing manager in the development of marketing strategies for a variety of markets in diverse cultural, political and economic situations. Focus is on the decision making process in the areas of market analysis, target identification, product planning, promotion and channels of distribution.

  • Trends in digital marketing:

    The course provides insights to the latest trends in digital marketing as well as theories, methods and tools to manage the firm's on-line presence.

  • Product and Service Innovation

    The course provides theories, methods and tools to manage in a market when there is constant change. The students also gain understanding of the function of innovation as a means of value and growth creation both in the existing market, but also for new markets.

  • Service Design and Relationships Marketing

    This course provides theories, methods and tools to understanding customer centricity and a service perspective. It gives insights to the essence of designing the customer journey with the attempt to create and deliver high quality services. The students also gain understanding of the role of emotions and the meaning of customer loyalty and long-term customer engagement.

  • Integrated Communication Design

    This course is concerned with the development, evaluation, and implementation of integrated marketing communication strategies. The course deals with an in-depth analysis of a variety of concepts and theories in topics that include various communication functions, media alternatives and the integrated marketing communication concept.

  • Marketing research

    Marketing research provides managers’ information and knowledge of various aspects of the market in order to make better and justified decisions. This course provides a comprehensive knowledge in marketing research and hands-on exercises in planning and executing research as well as analyzing the findings to make decisions.

MÜHLBACHER Hans Mirja Hannele KAUPPINEN-RAISANEN, Finnish Ph.D. in Economics

I teach the course "Consumer Behavior" in the Master of Science in Marketing program by challenging the students to acquire new information and turning that information into knowledge by applying it. I believe that this knowledge is gained through collaborative learning, but also self-reflection. I encourage students to adopt a critical, analytical and holistic way of thinking as I believe that the future of business requires managers with these skills.

Professional Immersion (Internship, Thesis or Applied Project)

At the end of the academic year, the applied research project or the internship offer you the opportunity to apply the theory gained in the courses and to further develop your interests and competencies in a chosen field of specialization.

In your internship search, you are supported by all IUM faculty members and by the IUM Career Office that provide you with information and guidance on the marketing job market places and help you throughout the year to carefully prepare your applications in these competitive markets.

Anchored in the IUM teaching philosophy, most of the Digital Marketing courses combine the rigorous theoretical approach of IUM professors with the concrete views of marketing professionals.

Throughout the year, renowned marketing experts come at IUM to share their view on international markets trends, forecasts or on the innovation.

Career Services

Career Development Seminar

As part of your MSc in Marketing program, you will follow a Career Development Seminar, divided in 3 sequences, to support you in your internship and job search strategies.

  • In Fall –
    “ Discovering” job markets, companies and career paths
  • In Winter –
    “Targeting the institutions”
  • In Spring –
    “Making Connections”


marketing Career

Career Opportunities

Future graduates will be prepared for a wide range of career opportunities such as:
  • Brand Manager
  • Sales Manager
  • Marketing Campaign Analyst
  • Product Manager
  • Marketing Manager
  • Web Marketing Manager

Our alumni are (or have been) working in international companies such as a Ferrari, Ogilvy & Mather UK, L'Oreal US, Select NY Paris, Proxicom, Sisley, and Jimmy Choo, to name a few.

Alumni Testimonials

Christiaan Barnard Robert Langereis, Dutch, MSc in Marketing 2015
Digital Marketing Manager, FIXICO, The Netherlands

I believe that the major outlines and strategies used for traditional marketing are still valid for digital marketing. However, digital requires marketeers to think even more "outside the box". At IUM, creativity is highly valued. And as a marketing specialist, in my opinion, this is how you can differentiate. You can learn all the frameworks in the world, do your SWOT analysis and know Kotler and Armstrong by heart, but this doesn't make you a good marketeer. It is thinking creatively and differently, doing something new, inspiring, sizzling and awesome. Because, in the end, that's what it's all about: adding unique selling points to products and services through creative marketing. IUM taught me this!

Michelle Christodoulou Michelle Christodoulou, South African/Cypriot, MSc in Marketing 2015
Commercial Marketing Graduate Scheme, SSP Group Plc., UK

I chose the MSc in Marketing program at IUM because i believed it would give me exposure to, and knowledge in product and service marketing on a worldwide basis. Also the team works at IUM definitely were of great worth as my current position includes working within a team. IUM also gave me the practical experience needed in order to be part of a marketing team, not just theoretical.

I highly recommend the program because it combines the perfect variety of modules, lecturers, and we were even able to choose between a Thesis and Internship. ( I did my thesis on The Tools and Results of Digital Marketing for Hotels).

Christiaan Barnard Christiaan Barnard, South African, MSc in Marketing 2015
Assistant product manager in the licensed football apparel department, ADIDAS, Germany

I’m originally from South Africa and I wanted to experience a new culture with new challenges. I chose Monaco due to its international outlook and cultural diversity. I believed that going to Monaco and IUM would make me stand out and give me an edge over the competiting candidates. I also enjoyed the networking events, where students can meet managers and professionals with various backgrounds and from different cultures and industries; indeed, networking is now crucial. All in all this is an invaluable experience. Nowadays also education and having a master's degree are critical. Your competence and individual skills are the ones that will blew the others away. The way you use those skills to interact with other professionals can truly make you stand out and rise above the competition.

Laura Shammas Lara Shammas, Canadian, MSc in Marketing 2013
Business Development Manager, Jean-Pierre Braganza, UK

The professors of the MSc in Marketing are experts in their field, which makes the classes more interactive and hands-on. Also a cultural-mosaic is present at IUM, as the students and faculty members are international.

It's beneficial as it is an added value to the academic and personal learning experience of the student.