_GRADUATE PROGRAM COURSE DESCRIPTIONS

Transcription

1 European University Business School _GRADUATE PROGRAM COURSE DESCRIPTIONS Discover in-depth information on graduate/mba programs offered at European University. Inside, you will find detailed course descriptions for the core MBA subjects as well as a breakdown of the majors available.

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3 3 _TABLE OF CONTENTS CORE COURSES MBA - TERMS 1 & 2 Term 1 Term 2 ELECTIVE MAJORS - TERM International Business Communication & Public Relations International Marketing Global Banking & Finance Leisure & Tourism Management Entrepreneurship Leadership E-Business Sports Management Human Resources Management Design Management Reputation Management COURSE DESCRIPTIONS GRADUATE PROGRAMS

4 _CORE COURSES

5 5 _TERM 1 CORE COURSES MCO Management Skills This course introduces the concepts, techniques, procedures and ethics of effective management in organizational settings. Students explore the competencies, skills and organizational processes associated with the four functions of management: planning, organizing, leading and controlling. The course focuses on the human relationships involved in these processes: between an individual and an organization and between an organization and the society in which it operates. During the course students discover how to make these relationships mutually beneficial. MCO Organizational Behavior Understanding, managing and influencing individual and group behavior enables an organization to achieve its goals more effectively. This course examines individual and group behavior within organizations, analyzing the past and present and looking towards the future. It provides theoretical and practical knowledge for understanding topics such as organizational structure, motivation, job design, leadership, managerial decision making, group processes, teamwork and conflict resolution. MCO Managerial Accounting This intensive course examines accounting and finance from the perspective of a decision maker to help students develop a framework for understanding financial, managerial and tax reports. Students prepare and interpret financial information for investors (external users) and managers (internal users), as well as examine how financial instruments are used to support both system and project creation. They look at how the cost-volume-profit relationships and incremental analysis provide information to support decision making. The course discusses topics including general accounting procedures, ethics and transfer pricing. MCO Marketing This course promotes the understanding of concepts, philosophies, processes and techniques used in managing marketing operations. It also helps develop an appreciation of different aspects of the marketplace. Students examine the product life cycle, explore the marketing mix and learn how to create marketing strategies. Based on the theoretical background, complete marketing campaigns are prepared for different local and global sectors, environments and situations. Students also explore the marketing plan as a component of the business plan. MCO Quantitative Business Methods This course acquaints students with various statistical tools and techniques, such as analytical model building which is used in administrative and business decision making. Topics include: statistical hypothesis testing, frequency distributions and other applications of statistics, regression analysis, linear programming and financial mathematics. MCO Negotiation (seminar) (1CH/1ECTS) The need for negotiation skills arises whenever joint decision making is necessary. This seminar develops students confidence in their negotiation skills and enables them to become better decision makers. A unique element of the seminar is that students experience the interaction of need, compromise and fear-based negotiations, focusing on the possibility of losing the deal. This seminar also offers an opportunity to discover and experiment with different techniques that help lead to the desired outcomes and clearer decisions. MCO Business Law (seminar) (1CH/1ECTS) This seminar focuses on key international legal topics: commercial agreements, contracts, intellectual property, ethics, fraud, bribery and corruption. Students reflect on current cases in conjunction with judiciary precedent, gaining practical and applicable insight into business law. Industrial Visits & Invited Managers Lectures (1CH/1ECTS) Visits to small businesses and international companies, as well as interaction with invited guests, familiarize students with business life. They are then required to present oral and written reports based on their experiences during the visits and events. COURSE DESCRIPTIONS GRADUATE PROGRAMS

6 6 _TERM 2 CORE COURSES MCO Finance This course covers key principles of finance necessary to understand and implement the finance function in an organization and carry out the financial analysis that justifies the decision-making process. Students learn to analyze and create alternative investment projects and to prepare corresponding budgets. Topics include the managerial approach to financial analysis, budgeting, planning, control, the management of working capital, long-term assets and long-term financing. MCO Human Resources Management The 21 st century brings new challenges to the field, such as outplacement, outsourcing HR functions and employee leasing. This course analyzes the microfunctions of human resources management and explores its strategic importance for an organization to attract, develop, motivate and retain employees. The course covers topics such as recruitment and talent acquisition; training; mentoring and promotion; appraisal; fair compensation; conflict resolution and legal issues. MCO Global Economics Global economics examines basic economic principles used in managerial situations. Topics include: global interdependence and the benefits of trade; market forces of supply and demand; supply, demand and government policies; measuring a nation s income and cost of living; production and growth; savings, investment and the financial systems; unemployment; the monetary system; and money and inflation. Students learn to apply this knowledge when making economic decisions in a global business context. Students should have basic knowledge of economic terminology. MCO Strategic Management The strategic positioning of an organization is instrumental to its success. Having a clear vision and mission that runs throughout the organization is key to both internal and external branding. To optimize the overall performance of a firm or a business unit within a firm, students learn to identify and analyze the drivers of the firm s performance and identify external changes that may affect optimal results. This course reviews the main concepts, methods and tools used in formulating strategies and implementing processes. It also explores ways to better leverage a firm s internal resources in order to improve sustainable performance and investigates the limitations of applied theory. MCO Management Information Systems This course examines the role of management information systems in organizations and provides an overview of the functions and cost of technology. Students explore how companies make the most of their investment for managing data and for communicating both internally and externally at a time when companies IT budgets are continually increasing. MCO Communication Skills (seminar) (1CH/1ECTS) This seminar focuses on understanding the processes needed for effective oral and written communication in a business setting. Emphasis is placed on the application of key principles that will enhance communication and effectiveness, as well as the development of skills and attitudes appropriate for business communication; especially in public speaking. MCO Job Career Planning (seminar) (1CH/1ECTS) This seminar helps students better understand, analyze and identify future career paths. The knowledge and experience acquired during the MBA course inevitably change the individual s profile in the market. Reassessing that profile is an essential part of planning for the future, preparing a new CV and perfecting a networking presentation. The changing business environment requires a more innovative approach to job searches, this seminar offers practical support for finding employment after graduating. Industrial Visits and Invited Managers Lectures (1CH/1ECTS) Visits to small businesses and international companies, as well as interaction with invited guests, familiarize students with business life. Students are required to present oral and written reports based on their experiences during visits and events. COURSE DESCRIPTIONS GRADUATE PROGRAMS

7 7 _ELECTIVE MAJORS COURSE DESCRIPTIONS GRADUATE PROGRAMS

8 8 MBA MAJOR IN INTERNATIONAL BUSINESS MBA Business Policy & Strategy This course builds on strategic management principles to introduce students to the practice of business policy and strategy. It takes an integrated view of the company and introduces a range of business policy tools. Through case studies, students develop self-confidence in making use of policies that, when effectively employed, contribute to creating an organization s competitive advantage. The course also discusses how business policy can be adapted to better performance while also satisfying the needs of its stakeholders. MBA International Marketing This course develops an understanding of the global marketing environment through key concepts, tools and theory. It challenges students to think critically about global competition and expansion, as they discuss problems and perspectives of marketing across national boundaries and within foreign countries. Topics include trade laws and regulations in different markets; global analytical frameworks and tools; and current, innovative strategies employed by successful global firms. MBA International Finance This course explores areas of the global financial environment. Topics include foreign exchange transactions; exchange rate behavior; cross-border currency flows; managing foreign exchange exposure; global capital markets and flow; and sovereign debt. Students also examine risk management, hedging tools and the keys to international investment decisions. MBA Sales Management This course helps students understand the complex world of international sales management. Topics include the practical tools of real-life sales management: motivation and fair compensation of a sales force; the digitalization of the selling process; and customer relations on an international scale. Actual cases highlight the relevance of intercultural issues and teach students the importance of understanding and respecting the cultural background of agents, distributors and local partners in order to succeed in international business. MBA Technology & Change Management This course explores the concept and dynamics of change and the complex effects it can have on individuals, teams, organizations and societies. Managing change and its potential conflicts entails a variety of skills - some conceptual and diagnostic; others strategic, political and interpersonal. Students examine real cases to understand how to manage change in order to produce the best possible outcomes and, in the process, discover that bringing about change is essentially about managing people and information. COURSE DESCRIPTIONS GRADUATE PROGRAMS

9 9 MBA MAJOR IN COMMUNICATION & PUBLIC RELATIONS MCP Public Speaking & Public Communication This oral communication skills course emphasizes organizing thoughts, adapting messages to specific audiences and using language effectively. Students examine and evaluate communication styles and learn to deliver messages verbally and non-verbally with effect and confidence. Other topics include active listening, handling question and answer sessions, impromptu speeches and speech writing. MCP Public Relations This course explores the meaning, origins and scope of this management and communication function. Students master the concept of public relations by using cases to analyze specific tasks and responsibilities and examine the application of public relations in corporate, governmental and non-profit sectors. MCP Organizational Communication This course examines how effective internal, organizational communication is key to achieving objectives and integral to developing a company s vision and mission. Emphasis is placed on employer-employee relationships; two-way communication; communication tools for socialization and motivation; message construction; and internal events. Students also explore how formal and informal internal communication networks can be used to the benefit of all as well as to further and deepen key concepts in the organization s strategy. MCP Mass Media Strategy, Planning & Media Law The course examines how to define the most suitable advertising strategy and media using a range of cases and examples. Students develop a deep understanding about how to build effective brands. It also provides them with a clear overview of mass communication law, so that as practitioners, they will act within the accepted parameters and norms. Students will leave the course with a firm understanding of the legal implications in media strategy and crisis management. MCP Practical Applications in Public Relations This course looks at public relations as a function that identifies problems and opportunities; selects priorities; develops strategies; and executes programs offering a step-by-step approach and system. Students acquire a clear set of giudelines and learn how to create a public relations campaign. Throughout the process, cases are used to illustrate the application of these principles in actual situations. COURSE DESCRIPTIONS GRADUATE PROGRAMS

10 10 MBA MAJOR IN INTERNATIONAL MARKETING MIK International Marketing This course develops an understanding of the global marketing environment through key concepts, tools and theory. It challenges students to think critically about global competition and expansion, as they discuss problems and perspectives of marketing across national boundaries and within foreign countries. Topics include trade laws and regulations in different markets; global analytical frameworks and tools; and current, innovative strategies employed by successful global firms. MIK Sales Management This course helps students understand the complex world of international sales management. Topics include the practical tools of real-life sales management: motivation and fair compensation of a sales force; the digitalization of the selling process; and customer relations on an international scale. Actual cases highlight the relevance of intercultural issues and teach students the impor tance of understanding and respecting the cultural background of agents, distributors and local partners in order to succeed in international business. MIK Marketing Research This course provides students with the necessary knowledge of and insight into key market research concepts. The aim of the course is to give an understanding of how market research is performed, how different questionnaires are designed and developed and how the findings are communicated to managers. MIK E-Marketing Strategies This combination lecture and hands-on lab focuses on marketing and branding essentials; banner and search engine optimization; domain name awareness; successful campaigns; usability; analytics; and affiliate programs. MIK Advertising & Media This course gives a broad overview of how advertising and media planning work today. The basic concepts and strategies are discussed, illustrated by actual applications of the disciplines, as well as the tasks, roles and skills of the professionals in this field of expertise. The students will learn to understand advertisers needs in terms of creativity and media investment and decide on the best approach to meet these needs. COURSE DESCRIPTIONS GRADUATE PROGRAMS

11 11 MBA MAJOR IN GLOBAL BANKING & FINANCE MBF Financial Investments This course aims to give students a basic understanding of the investment process by considering two key aspects: security analysis for equity and fixed income investments as well as portfolio management, including design and performance evaluation. Students are required to carry out two projects that help them apply this knowledge in a global business context. The course requires them to analyze a particular security in detail, create a portfolio and evaluate its performance in terms of its return-risk. It is also important that students are able to interpret data, newspapers, technical reports and articles on investments, so that they can make appropriate financial decisions for each situation. The course assumes that students have previously studied basic financial principles. MBF Financial Planning This course provides students with detailed expertise to examine and evaluate financial statements. It covers the fundamental concepts and procedures of financial statement analysis including advanced concepts in financial accounting. Other areas include budget preparation, analysis, relation, development and execution. MBF Short-Term Financial Management The main objective of this course is to acquaint students with the modern techniques and practices of short-term corporate finance. It details the key components of a firm s current assets and liabilities; liquidity and default risk; and short-term financing and investing decisions. MBF Long-Term Financial Management This course provides students with the expertise necessary to assess the optimal corporate capital structure and the best dividend policy for continuously increasing the value for shareholders. It also provides concepts, principles and a basic understanding of the steps required to evaluate potential investment prospects and operate a small business. Based on instruction, examples and research into current business information, students review what is required to start and operate a small business. The final outcome is the preparation of a comprehensive, small business plan. MBF Advanced Finance This course provides students with an understanding of how companies can grow and consolidate their financial positions. Mergers and acquisitions are studied as paths toward company growth and consolidation. Students learn to distinguish organic growth from that obtained through acquisitions and alliances. The second part of the course provides them with concepts, principles and a basic understanding of derivative-related financial instruments (forwards, futures, swaps and options) and their use in investment and corporate financial management. COURSE DESCRIPTIONS GRADUATE PROGRAMS

12 12 MBA MAJOR IN LEISURE & TOURISM MANAGEMENT MLT International Tourism Management This course provides clear, comprehensive coverage of key business concepts in international tourism management, including tourism demand and forecasting; research and innovation; corporate strategy; environmental issues; marketing; finance and operations; and human resources management. MLT Strategic Tourism Marketing This course provides students with an overview of the role of marketing in the travel and tourism industry. The major processes within marketing are studied and the way they relate to each other is assessed through case studies and class discussion. Students are required to apply the concepts to the field of tourism. MLT Environments of Tourism This course is a comprehensive introduction to tourism planning and development, investigating the impact that it has on economic, sociocultural and physical environments. Issues concerning host-visitor relationships are also explored, together with audit and environmental analysis aimed at achieving sustainable tourism. MLT Culture & Cross-Cultural Management in Tourism A lack of common beliefs, signs or language among individuals from different cultures can lead to a lack of effective communication. In business, surpassing these cultural barriers is essential to achieving goals and performing efficiently. MLT E-Business in Tourism This course aims to give students a broad understanding of the processes and structures involved in e-business within tourism. Topics covered in the course are looked at from the point of view of both the consumer and the service provider. COURSE DESCRIPTIONS GRADUATE PROGRAMS

13 13 MBA MAJOR IN ENTREPRENEURSHIP MET New Product Development This course provides the framework, tools, techniques and perspectives that lead to the effective development and marketing of new products. The course offers comprehensive coverage of the major topics in developing and implementing a market-driven approach to innovation. Incorporating cutting-edge thinking and best practices into new product development, this course shows how organizations can both expand and modify new product development to improve positioning and gain strategic competitive advantage. MET Entrepreneurship & New Venture Creation This course helps students learn the business and marketing principles necessary to start and operate a business. It makes them aware of the opportunities for small business owners and develops the planning skills needed to open a small business. Students gain knowledge needed for the research, planning, operations and regulations which affect small business. MET Innovation & Leadership This course examines leadership and management principles which relate to innovation. Emphasis is placed on the understanding of the different innovation models for startups, existing organizations, multinational corporations and global networks. MET Technology & Change Management This course explores the concept and dynamics of change and its complex effects on individuals, teams, organizations and societies. Managing change and potential conflicts entails a variety of skills: some conceptual and diagnostic, others strategic, political and interpersonal. Students examine real cases to understand how to manage change to produce the best possible outcomes and, in the process, discover that bringing about change is essentially about managing people and information. MET Family Business Management Family businesses occupy an important place in the world economy. This course looks at their distinct core competencies, unique competitive advantages and the challenges they face. These are primarily related to the interaction of family, management and ownership, particularly in relation to issues of succession, power and growth. COURSE DESCRIPTIONS GRADUATE PROGRAMS

14 14 MBA MAJOR IN LEADERSHIP MLS Business Ethics This course examines the philosophical issues which form the foundation of business culture, economic theory and management science. Students discuss issues such as how we define success in business and how businesses can provide benefits to society. In addition, the course covers current industry trends in corporate social responsibility and sustainability and the need to avoid any negative impact that may result from unethical behavior by organizations. MLS Innovation & Leadership This course examines the importance of team building to bring about innovation. Team building requires leadership and a set of skills that guides an organization to embrace innovation and change. It is important to understand different innovation models, as well as the significance of the various roles carried out by team members. The right policies, compensation and culture need to be in place to help the organization grow through innovation and team building. MLS Strategic Supply Chain Management Supply chain management entails managing the flow of goods and information through the organization s value chain, from suppliers to end users. This course analyzes the supply chain to identify how strategic competitive advantage can be achieved, through superior customer service and reduced costs. Various aspects of strategic supply chain management are introduced in order to help students apply them to organizational decisions and to proactively fulfill the demands and challenges of a globalized world. MLS Business Policy & Strategy The course draws together the purpose and methodologies of the functional areas of business policy and strategy, and shows how they contribute to the overall purpose and aims of an organization. Students study the environment in which the organization exists, with particular emphasis on the future. This course enables students to analyze complex organizations, their environments, the relationship between them, as well as evaluate models and methodologies by observing how real organizations operate. MLS Coaching & Mentoring All organizations need talented people who are motivated to achieve ambitious goals. Coaching and mentoring play an important role in creating such talents. Coaches and mentors nurture the necessary skills and promote a positive work attitude. This course introduces skills needed by coaches and mentors to encourage development, using practical application for maximum benefit in any given situation. COURSE DESCRIPTIONS GRADUATE PROGRAMS

15 15 MBA MAJOR IN E-BUSINESS MEB E-Marketing Strategies This combination lecture and hands-on lab focuses on marketing and branding essentials; banner and search engine optimization; domain name awareness; successful campaigns; usability; analytics; and affiliate programs. MEB Crafting the E-Business Model The term business model refers to how an organization generates its revenue. The e-business environment has created the need for new and adapted business models. This course addresses important questions such as: Which models will prove most effective for which kinds of businesses?; How can each be pursued most effectively?; What combinations of the pure models tend to be particularly effective and which tend to be in conflict? MEB E-Business Architecture E-business is quickly becoming one of the core tools exploited by the main global business players. This course teaches how to effectively build and maintain a corporate e-business, from the small business to the multinational corporation perspective. Areas covered include IT fundamentals, architecture, key tools and strategies to keep e-businesses safe. Real world case studies and examples are followed as foundation components to a practical approach. MEB E-Business Design The technology that enables e-commerce consists of a unique set of components. A thorough understanding of these components and the various architectures that configure them is essential to deliver appropriate solutions for the internet, intranets and extranets. This course examines these components and how they are applied in actual business cases. MEB The E-Consumer This course begins with an introduction to e-business from the point of view of the consumer. Students are guided through e-business solutions and enterprise application integration. This course also covers new technologies, XML and object technology. COURSE DESCRIPTIONS GRADUATE PROGRAMS

16 16 MBA MAJOR IN SPORTS MANAGEMENT MSP Sports Marketing Management The course presents a comprehensive examination of basic marketing functions and concepts as applied to sport-related enterprises. The course helps analyze sports business problems and make recommendations that involve the development of products and services within the sports world. It emphasizes the resolution of sports marketing problems ranging from product development and branding concepts to pricing strategies, promotions and distribution policies. MSP Financial Management Applications to Sport The course provides students with a practical background of the principles of financial management and financial statements for the purposes of planning, administering, reporting and evaluating the financial performance of sport-related entities. MSP Sports Sponsorship This course introduces the principles of sports sponsorship, then illustrates and teaches how to apply the concepts to real situations. Students learn about the issue of sponsorship by critically examining various sports sponsorship responsibilities, including planning, processing, sales strategizing, activating and evaluating. MSP Sports Management Issues This course emphasizes major management principles that affect businesses in the field of sports, and the qualities and skills that a manager needs in order to run a sports business effectively. Legal issues, types of sporting organizations and an overview of career possibilities in the field are examined. MSP Crafting Unique Sports Events This course provides students with an understanding of the complexity involved in bidding for and staging major sports events, in a way that will achieve lasting benefits for the organizers, host communities and event owners. A large number of processes have to be integrated effectively across all stages to create successful bids for major sporting events. The life cycle of major events includes a variety of stages such as defining a vision and goals, preparing the technical bid, bid operations, planning and implementing event and legacy operations. The content builds on current state-of-the art planning and management frameworks used by bid committees and organizing committees. COURSE DESCRIPTIONS GRADUATE PROGRAMS

17 17 MBA MAJOR IN HUMAN RESOURCES MANAGEMENT MHR International Human Resources Management This course provides a comprehensive perspective of the implications of managing people across borders. It offers students an up-to-date and thorough understanding of the essential elements of international human resources management (HRM) and its role in globalization, as well as the link between strategy, structure and HRM in multinational corporations. MHR HR Development & Training The course focuses on the primary functions of human resources, in relation to training and career development. It addresses organizational development activities and processes to help an organization become a learning organization. Various types of training, development programs and techniques are explored. Students are provided with tools and information that will help them identify the different learning types and methods to address various learning styles successfully. The course covers the full training cycle. MHR Communication & Negotiation in Employee Relations The course provides students with the necessary skills for successful negotiation and communication between employees and employers. Business processes, such as salary, budget and labor negotiations are discussed, as well as other aspects of labor relations. Practical application of these issues is illustrated using business case studies. MHR People Management People are the heart of most organizations and are often one of the most important resources available to management. To understand the management of people and the factors that shape this process, the course examines human resources management (HRM) and its context from a comparative perspective, using a number of actual business examples. MHR Human Resources Workshop The HR workshop series focuses on a number of issues that are pertinent to today s HR professionals. The coaching workshop introduces students to the principles and practices of coaching in a participative environment, and aims at using students own experiences to enrich their understanding of the knowledge and skills needed to be a coach. Students are introduced to the art of coaching and are encouraged to practice with real cases. In the NLP workshop the students are given an insight into Neuro Linguistic Programming. This is a subject that helps us understand how we communicate with each other using our senses and how our brain creates the different structures in order to make this communication efficient. Efficient communication has a positive effect on self-esteem and, consequently, on performance. COURSE DESCRIPTIONS GRADUATE PROGRAMS

18 18 MBA MAJOR IN DESIGN MANAGEMENT MDM Introduction to the World of Design In this course, students are given an overview of the design field. They develop an understanding of the various forms of contemporary design, an appreciation for the increasingly-important role it plays in our lives and a critical approach to its impact on our environment. It emphasizes various design themes throughout history and its implications on management. Designers and international business leaders share their experience, discussing the added value of design in a company s communications, product promotion and strategic vision. MDM Luxury & Design The steady growth of the luxury industry in a difficult economic environment encourages many investors and entrepreneurs to enter this profitable niche market. With this in mind, an extensive knowledge and understanding of the mechanisms of design across a broad range of products, services and environments is a premium asset. This course places particular emphasis on traditional design materials, in addition to today s more technology-based design methods. Students take part in industrial visits and explore how the luxury industry has adapted to meet new market expectations. MDM Architecture & Hotel Design In the hotel and tourism industry, design is constantly developing and evolving. Design is responsible for both the comfort within hospitality, as well as for the branding of a company s public image. Students learn of the achievements of great designers who have specialized in this field, observing specific techniques and design elements. They gain the skills necessary to integrate design and management into hotel marketing. MDM Graphic Design & Corporate Identity The purpose of this course is to familiarize students with the role of design within corporate communications and product marketing. It covers, among other things, design in corporate identity, advertising campaigns, typography, composition, graphic design and signage. Presentations by leading designers, industrial visits and case studies enrich the course while stimulating a deeper understanding of design s impact on a company s public image. They are taught to treat design as a fundamental component of both company strategy and operations. MDM Photography & Management The final course familiarizes students with specific media in design and the role of a manager in corporate communications and product marketing. The module covers everything from corporate identity to advertising campaigns, with a special focus on the role of photography and other media. The course explores photography s suggestive power, limitations and use as a means of motivation. It analyzes realistic photography, art photography and diverted photography. Students also explore the use of video and film, which play an increasingly important role in business communication. COURSE DESCRIPTIONS GRADUATE PROGRAMS

19 19 MBA MAJOR IN REPUTATION MANAGEMENT MRM Risk Management The course introduces students to the corporate concept of risk management, guiding them through terminology, as well as the important nexus of risk, issue and crisis management. Risk is also explored in relation to other key corporate disciplines, such as financial risk, corporate governance, innovation, technology, business models, and ultimately, reputation management. Online reputation management as well as social media and cyber threats, are also explored. The course places strong emphasis on startegies that really works, as opposed to highly theoretical models, and examines errors in traditional risk management. MRM Crisis & Issue Management This course provides a detailed introduction into crisis and issue management with a focus on pre-crisis planning. The key course objective is to teach students how to realistically prepare for a crisis and respond efficiently during the acute phase. The crisis element of the course is divided into three parts: pre-crisis planning, handling the acute phase and managing the recovery phase. The impact of social media on crisis management is examined alongside good practice and classic mistakes. The issues of ambiguity, handling of ill-structured crisis situations, message development and crisis communication, with emphasis on crisis framing and reframing, are also explored. MRM Brand Management & Advocacy This course gives students a clear and logical overview of the brand concept and an understanding of how a product is developed and managed into a brand. The implications of social media and its impact on brand business models are explored. Students are guided through brand terminology and learn why brands are still critical, functional and psychological tools of influence. The importance of brand experience is reinforced alongside the need for consumers participation in the development of the brand. The complex issues of user-generated content and brand equity are explored. Students are also exposed to the vital importance of intellectual property, protecting the brand and the strategic impact of corporate social responsibility on brands. MRM Reputation Management This course provides students with a detailed overview and insight into the concept of reputation management. The course examines the impact that online reputation management and social media are having on brand communications and protection, placing reputation management in context along with PR and corporate communications. The course also tackles many of the myths that have perpetuated around reputation management and provides students with a logical framework of how best to assess reputation within a corporate environment. The course also explores the root causes of reputation damage and the origins of many reputational challenges. MRM Corporate Social Responsibility & Stakeholder Management The course provides an introduction to the complex and increasingly-important subject of corporate social responsibility and its link to business strategy. The course is structured so that students first obtain a clear understanding of stakeholders and learn how they can be mapped and engaged. The roles of shareholders, as well as both internal and external stakeholders, are identified and examined. Participants will obtain a clearer understanding of sustainability and the various parallel terms and concepts that are in use. COURSE DESCRIPTIONS GRADUATE PROGRAMS

20 European University Barcelona Ganduxer Barcelona, Spain T F info.bcn@euruni.edu European University Geneva Quai du Seujet Geneva, Switzerland T F info.gva@euruni.edu European University Montreux Le Forum-Grand-Rue Montreux 2, Switzerland T F info.mtx@euruni.edu EU Executive Center Château Maison Blanche 1853 Yvorne, Switzerland T F info@chateau-yvorne.ch EBCM Munich Branch of European University Theresienhöhe Munich, Germany T F info.muc@euruni.edu EU Online Campus onlinecampus@euruni.edu Programs in: Neuchâtel (Switzerland) London (United Kingdom) Freiburg (Germany) Moscow & Rostov-on-Don (Russia) Almaty, Astana & Aktobe (Kazakhstan) Taipei (Taiwan) Hong Kong, Shenzhen, Shanghai & Beijing (China) Kuala Lumpur & Kota Kinabalu (Malaysia)