Master of Science in Marketing

The Master of Science in Marketing at Swiss International University (SIU) is an advanced postgraduate study program designed for professionals, managers, entrepreneurs, marketing specialists, communication officers, brand managers, and future business leaders who want to develop strong expertise in modern marketing, consumer behavior, digital strategy, branding, market research, and applied business development.

The program is delivered 100% in English through a blended study method, combining flexible online learning with selected academic activities and optional on-campus engagement. Students may complete their thesis defense on campus in Zurich, Dubai, or Bishkek, giving the program an international academic and professional dimension.

Program Overview

Program Title: Master of Science in Marketing

Institution: Swiss International University (SIU)

Study Level: Equal to ISCED / EQF Level 7

European Cycle: Equal to the 2nd European cycle

Duration: 18 Months

Study Method: Blended

Language of Study: 100% English

ECTS: Equal to 90 ECTS

Tuition Fee: CHF 49,000

Thesis Defense: Zurich, Dubai, or Bishkek campus

ISCED stands for the International Standard Classification of Education, developed by UNESCO to classify education levels internationally.

EQF stands for the European Qualifications Framework, which helps compare qualifications across European education systems. Level 7 normally refers to master’s-level education, focusing on advanced knowledge, critical thinking, research, and professional leadership.

Program Content

First Year: 9 Core Modules

1. Strategic Marketing Management

   Covers the role of marketing strategy in organizational growth, competitive positioning, customer value creation, and market-oriented decision-making.

2. Consumer Behavior and Market Psychology

   Explores how individuals and organizations make purchasing decisions, including motivation, perception, culture, lifestyle, and behavioral influences.

3. Digital Marketing and Social Media Strategy

   Focuses on digital channels, online campaigns, content marketing, social media engagement, search visibility, and digital customer journeys.

4. Brand Management and Corporate Identity

   Examines brand development, brand equity, positioning, storytelling, reputation management, and international brand communication.

5. Marketing Research and Data Analysis

   Introduces qualitative and quantitative research methods, customer insights, survey design, market analysis, and evidence-based marketing decisions.

6. Integrated Marketing Communications

   Covers advertising, public relations, media planning, promotional campaigns, internal communication, and cross-channel messaging.

7. International Marketing and Global Markets

   Studies marketing across cultures, global market entry, adaptation versus standardization, international consumer segments, and regional market strategies.

8. Sales Management and Customer Relationship Management

   Focuses on sales strategy, key account management, customer retention, CRM systems, loyalty development, and relationship-based selling.

9. Innovation, Product Development, and Marketing Strategy

   Explores new product development, service innovation, market testing, pricing strategy, product lifecycle management, and commercialization.

Second Year: Thesis

During the second year, students complete a master’s thesis in a marketing-related field. The thesis allows students to apply research methods and advanced marketing knowledge to a practical or academic topic, such as digital consumer behavior, brand strategy, international marketing, customer experience, marketing analytics, or strategic communication.

The thesis defense may be completed on campus in Zurich, Dubai, or Bishkek.

Learning Themes

The program focuses on the following key learning themes:

• Strategic marketing and competitive positioning

• Consumer behavior and customer psychology

• Digital marketing and social media strategy

• Branding, reputation, and corporate identity

• Market research and marketing analytics

• International marketing and global consumer markets

• Sales strategy and customer relationship management

• Innovation, product development, and commercialization

• Integrated communication and campaign planning

• Research-based decision-making in marketing

Typical Class Profile

Class size: Up to 25 students

Female participants: 64%

Average age: 35 years

Nationalities represented: 16

Average years of professional experience: 12 years

The class profile is designed to bring together professionals from different industries, countries, and business backgrounds, creating a rich learning environment where students can exchange ideas, compare market practices, and build international professional networks.

Benefits of the Program

The Master of Science in Marketing offers several academic and professional benefits:

• Develop advanced knowledge in strategic and digital marketing

• Strengthen understanding of consumer behavior and market psychology

• Learn how to design effective branding and communication strategies

• Build skills in marketing research, data analysis, and customer insights

• Improve decision-making for local and international markets

• Gain practical knowledge in sales, CRM, and customer experience

• Prepare for leadership roles in marketing, branding, communication, sales, and business development

• Study in a flexible blended format suitable for working professionals

• Complete thesis defense in an international academic setting

• Earn a master’s-level qualification equal to ISCED / EQF Level 7 and the 2nd European cycle

Who Can Apply?

This program is suitable for:

• Bachelor’s degree holders seeking advanced marketing education

• Marketing, sales, and communication professionals

• Brand managers, digital marketing officers, and media specialists

• Entrepreneurs and business owners who want to strengthen market growth strategies

• Managers responsible for customer experience, product development, or business development

• Professionals seeking career advancement in marketing leadership

• International students interested in studying marketing in English through a blended format

Applicants are normally expected to have a relevant academic background or professional experience suitable for master’s-level study.

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