Consecutive Master s Degree Program Master of Science in Business Administration with a Major in Marketing. Building Competence. Crossing Borders.

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1 Consecutive Master s Degree Program Master of Science in Business Administration with a Major in Marketing Building Competence. Crossing Borders.

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3 Contents 4 Graduate Program in General Management with a Major in Marketing 5 Program Overview Structure Special features of the degree program in brief 7 The Bologna Process and the new Master s Degree What is a consecutive Master s degree and what advantages does it offer? Not all Master s degrees are the same Added value of the program High demand for graduates with a Master of Science in Business Administration A valuable degree with interesting development perspectives Possible areas of practical application 17 Enrollment, Admission and other Information 18 The ZHAW School of Management and Law its Institutions and Centers ZHAW School of Management and Law Department General Management Center for Marketing Management 20 Program Details Program dates Lecture periods and locations Program fee Where to find the ZHAW School of Management and Law 22 Contact Details 10 The Program Extended competence profile at graduate level Scientific approach with professional and business applications Master of Science in Business Administration with a Major in Marketing in four semesters Teaching methods Curriculum 3

4 Graduate Program in General Management with a Major in Marketing The demands placed on young managers in today s business world in terms of both profile and ability are high. Sound professional knowledge combined with entrepreneurial flair are skills required by those responsible for implementing strategy, safeguarding the competitiveness of goods and services and interacting with the market. In times of rapid and complex transformation, risks and opportunities have to be recognized, innovative strategies developed, and changes implemented. By offering a consecutive Master degree course, the ZHAW School of Management and Law has set itself the goal of developing this multi-faceted competence profile within the framework of a continuing education university program. Our consecutive Master s degree in Business Administration with a Major in Marketing offers highachieving bachelors a graduate program in General Management coupled with a specialization in the field of Marketing. The Department General Management at the ZHAW School of Management and Law with the Center for Marketing Management draws on its wide-ranging and extensive competence in teaching and research to provide an excellent foundation for this innovative study program. The curriculum for the Master of Science in Business Administration with a Major in Marketing has been developed to enable graduates to combine a solid understanding of corporate management at an academically demanding level with a specialist education in Marketing. It creates a competence profile which unites specialist knowledge and a thorough understanding of complex and interwoven corporate processes, thus satisfying a clear demand in the market place. In addition, great importance is placed on practical orientation in teaching and research at the ZHAW School of Management and Law, which is evident not only in our teaching methods but also in the career-integrated format of the Master s degree program. The desire of many students to be able to combine education with professional or personal needs is therefore accommodated in this Master level course. The consecutive Master of Science in Business Administration with a Major in Marketing offers an attractive course of study which fulfills the demands of today and the expectations of tomorrow, equipping its graduates for taking on challenging roles in management and corporate leadership. Prof. Mireille Troesch-Jacot Head of Operations Graduate Program ZHAW School of Management and Law 4

5 Program Overview Structure The course of study follows the completion of a Bachelor s degree in Business Administration at university level (or an equivalent qualification). The degree program lasts for four semesters and correlates to 90 ECTS credits. The total workload amounts to around hours. Students in their final semester write an academically-grounded Master s thesis addressing a relevant, practical issue from real life. Lectures are held in Winterthur from Monday to Wednesday. Part-time professional or family management activity is possible for up to 50 percent. Graduates are awarded a Master of Science (MSc) in Business Administration with a Major in Marketing. Special Features of the Degree Program in Brief The Master of Science in Business Administration with a Major in Marketing is an internationallyoriented degree program which is academically based and at the same time application-oriented. Graduates are equipped to take advantage of excellent career opportunities in marketing or marketing-related areas both in Switzerland and internationally. Graduates are provided with the means to hold key functions in all fields of marketing both for corporations and non-profit organizations. The curriculum has been prepared in response to a clear demand in the workplace and in close collaboration with employers. 5

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7 The Bologna Process and the new Master s Degree As a result of the Bologna Process a comprehensive reform of European higher education in the last decade universities and universities of applied sciences have implemented graded course programs in line with the existing Anglo-American system. From 2005, the Bachelor s degree programs were introduced to replace the former diploma courses. Since September 2008, consecutive Master s degree programs have also been available. Not all Master s degrees are the same The consecutive Master s degree program is the next logical step in higher education and should not be confused with the MAS (Master of Advanced Studies) or the MBA (Master of Business Administration). Both the MAS and the MBA are continuing education programs and require several years of prior practical experience on the part of the student. Compared to an MAS program, a consecutive Master s has a higher workload and the academic demands are greater. What is a Consecutive Master s Degree and what Advantages Does it Offer? Consecutive Master s degree programs are aimed primarily at high-achieving and ambitious Bachelor-level graduates wishing to obtain a further academic qualification and possessing a marked interest in exploring their field of study. The minimum requirement for participation in a consecutive Master s degree program is a Bachelor-level degree from a university or an equivalent qualification. As a general rule, consecutive Master s programs correlate to 90 ECTS credits and require working hours. Consecutive Master s degree programs build on the knowledge acquired at Bachelor level. They allow further specialization and/or interdisciplinary expansion. While the focus is on academic skills, the orientation is always practical. Thus, graduates have analytical and reflective competences which give them career prospects in middle or senior management. Many Master s programs are suitable for working students who begin their professional development parallel to their studies or continue on their career path without interruption while benefitting from a direct transfer of knowledge. Consecutive Master s degrees are now internationally recognized through the Bologna Process. 7

8 Added Value of the Program Are you looking for a course of study which combines a solid grounding in management and corporate leader- ship with an area of academic specialization and offers a wide range of professional development opportunities? Do you want to consolidate your knowledge of modern marketing, communication, and sales/after sales? Are you aiming to complete a second degree whilst remain - ing professionally employed? If so, then the career-integrated Master of Science in Business Administration with a Major in Marketing at the ZHAW School of Management and Law in Winterthur is an attractive option. High Demand for Graduates with a Master of Science in Business Administration Current research, in particular among the various professional associations, as well as a recent specialist survey show that corporations are seeking out well-qualified, skilled staff and management who are distinguished by a combination of sound expertise, analytical competence, leadership abilities, and practical orientation. The curriculum of the consecutive Master of Science in Business Administration with a Major in Marketing is designed with just these requirements in mind. A Valuable Degree with Interesting Development Perspectives The consecutive Master of Science in Business Administration with a Major in Marketing is an academically grounded and at the same time practical, internationallyoriented education in management with a specialization. It provides the basis for successful, professional development in corporate marketing or marketing-related areas. The systematic combination of academic methodology and practical know-how enables graduates to deal with new challenges in their professional lives, to appraise complex situations, and come to their own wellinformed conclusions. Possible Areas of Practical Application Graduates of this Master s degree program have excellent, long-term professional development and promotion prospects. They are competent to undertake key functions in corporations or public bodies of all kinds in areas of marketing management, customer relationship management, key account management, service quality management, sales & after sales management, market research, marketing communication, and project management. 8

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10 The Program Extended Competence Profile at Graduate Level The consecutive Master s degree program continues where the Bachelor s degree program has left off. The guidelines laid down by the Bologna Process make comprehensive demands concerning the skills required for a Master s degree in terms of graduate competence. These include specialist competence, decision-making and accountability, application-oriented research, problemsolving and analysis, the ability to reflect and use critical judgment as well as social skills and communication. The aim of this program is to enable graduates to take on key marketing functions, in which they are able to understand and isolate complex problems while taking into account relevant structures at corporation level, and solve them effectively. To achieve this goal, a curriculum has been developed which carefully balances elements of general management, a consolidated knowledge of marketing as well as academic study, and which systematically introduces students to trans-disciplinary interrelationships between relevant fields. The Marketing major focuses on the acquisition of the following skills: The analysis and evaluation of strategic approaches in marketing management with a focus on the development of customer benefits and values (Customer Value / Customer Equity) The appraisal of relevance, criteria and procedures of client segmentation; learning methods to measure customer behavior The design and implementation of customer relationship management measures across the whole customer life-cycle based on the ZHAW CRM framework The analysis and solution of complex questions in integral market management The development of profit-making community management The creation of a strategic communications concept with the inclusion of new media The module series Advanced Management Topics consists of three modules: Management Behavior, Market and Environment, and International Business. The module Management Behavior aims to analyze the de cisionmaking process of the individual within the corporation, the dynamics of interpersonal relationships and collaboration as well as organizational development and change management. The Market and Environment module deals with the influence of different market and environmental factors on corporate decision-making processes and strategy development. 10

11 Scientific Approach with Practical Application More than a third of the program is dedicated to applied research: students acquire further skills in academic assignments, carry out application-oriented research projects and prepare a scientifically-based Master s thesis on a relevant and practical topic. Research projects and the Master s thesis are undertaken in collaboration with partners from industry and the public sector. Major emphasis is placed on demonstrating academic competence in a way which can be practically applied to the working world. Many of these scientific methods and tools can be put to good use immediately. 11

12 Master of Science in Business Administration with a Major in Marketing in four semesters 18 ECTS Advanced management topics 27 ECTS Scientific methodology 30 ECTS Major in marketing 15 ECTS Master s thesis Acquisition of management skills Analysis, synthesis and design of complex operational structures, processes and problem areas. Systematic application of trans-disciplinary interrelationships. Exploitation of new knowledge Acquisition and application of knowledge and skills within the context of applied research and development Consolidation of specialist knowledge Specialization in marketing Personal application Transfer of knowledge and skills within the framework of an independently-produced academic paper addressing an application-related issue The program lasts for four semesters. The possibility of combining study with a part-time occupation is achieved by means of careful timetabling, a balanced workload, and fixed lecture periods. Language of Instruction The main language of instruction is German, although some lectures are held in English. The course materials are in German or, in some cases, English. The 2 nd semester is taught entirely in English using course materials written in English. Teaching Methods In principle, the program design is very much like that of blended learning: lectures, self-study and e-learning purposefully linked together. To ensure that the elements of academic study and practical application function together efficiently, study programs at Master s level are exclusively taught by lecturers possessing both a sound academic background and up-to-date practical experience in the field. 12

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14 Curriculum The curriculum for the Master of Science in Business Administration with a Major in Marketing consists of 10 modules plus a Master s thesis. Management Behavior Students identify effective courses of action taking into consideration human factors in business administration: Decision-making behavior of the individual Motivating and productive collaboration with others The relevance of networks (6 credits, 1 st semester) Strategic Customer Focus Interlocking behavioral and economic understanding with the analysis of individual consumer behavior: Integration of psychological behavior patterns in economic models to explain individual behavior Discussion of selected behavior-based concepts Introduction of research methods used in psychology, sociology, socio-psychology and economics (6 credits, 1 st semester) International Business* Understand the relevant managing business processes and functions in an international context, including devising a marketing, operations and financing strategy and implementation plans. Articulate the requirements for an IB mandate Identify and systematically assess IB opportunities for strategic attractiveness Identify the effects of cultural and ethical issues on international businesses Formulate different internationalization strategies and operational implementation plans Evaluate alternative market entry strategies based on investment, risk-return and control characteristics Formulate a marketing strategy and implementation plan for international businesses Scientific Methodology Presentation of the academic process from initial interest and problem formulation to method selection for a scientific investigation: Statement and classification of epistemological and philosophical approaches Consolidation of practical application of quantitative and qualitative research methods Estimation of the scope and limitations of knowledge creation (3 compulsory courses, 9 credits, 1 st and 2 nd semesters) Course 1 Course 2 Course 3 The philosophy of science Research methodology Research tools* Market and Environment* Analysis of supply and demand and other market conditions: Establishment of a systematic link between corporations and their market environment Deduction of fundamental principles for rational strategy- and decision-making taking into account relevant commercial, political, and other national/ international environmental factors (6 credits, 2 nd semester) * lectures in English 14

15 Integrated Projects Conducting an application-oriented research project in groups addressing an issue from the field of general management or marketing (18 credits, 2 nd and 3 rd semesters) Strategic Communication and New Media Understanding the emergence of communities and the opportunities and challenges in terms of a client-oriented market approach (2 compulsory courses, 6 credits, 4 th semester) Operational Customer Management Consolidating skills relating to customer acquisition, development and loyalty (6 credits, 3 rd semester) Value-Based Management Acquiring instruments for integrated, professional brand management from the formation of brand identity to brand controlling (6 credits, 3 rd semester) Course 1 Strategic communication Course 2 Community management and networks Master s Thesis Preparation of an independent, practically-oriented research project as a piece of individual work based on one of the subjects covered in the marketing major. (15 credits, 4 th semester) Success Factors in Creating a Customer-Oriented Corporation Understanding the components of CRM architecture, its functions and its interplay Grasping the complexities of implementing CRM technology Recognizing the significance of the employee for corporate customer management Deducting the scope and limitations of professional change management (6 credits, 4 th semester) 15

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17 Enrollment, Admission and Other Information Applications for the Master s degree program are considered by the head of program in a formal admissions procedure. Applicants must satisfy the following criteria: Possess a Bachelor s degree in Business Administration / Economics from a university (or equivalent qualification) Provide evidence of a basic understanding of marketing to the value of a minimum of 8 ECTS credits Have the ability to participate fully in university-level instruction conducted in both German and English Display a high level of motivation and commitment Should the entry requirements not be fully met or the Bachelor s degree be in a related subject, applicants may still be granted admission in certain circumstances. Applications should be sent by the middle of May to: ZHAW Zurich University of Applied Sciences School of Management and Law Office Consecutive Master s Programs St.-Georgen-Platz 2 P.O. Box 8401 Winterthur Switzerland Admission interviews will be conducted following receipt of application documentation. Early application is recommended, as admissions are granted in the order of applications received. For enquiries or further information, please contact the head of program via telephone or The application dossier must include the following: Completed application form Proof of previous qualifications (diplomas, diploma supplements, report cards, ECTS transcripts), in particular in relation to marketing Copy of Bachelor s degree assignment or similar project work incl. evaluation by assessors Statement of motivation Proof of language proficiency Resume incl. recent photograph Tel or info-master.sml@zhaw.ch The University reserves the right to cancel the program should there be an insufficient number of participants. In some cases, further information may be required. Detailed instructions concerning the application dossier and further information about the consecutive Master s program can be found in the application form and on our website at Candidates who have not yet obtained their Bachelor s degree at the time of application can submit any missing documentation at a later date. 17

18 The ZHAW School of Management and Law its Institutes and Centers The ZHAW School of Management and Law The ZHAW School of Management and Law is a department of the Zurich University of Applied Sciences, one of the largest multi-disciplinary universities in Switzerland. With internationally recognized Bachelor s degree programs, new consecutive Master s degree programs, a needs-oriented and established continuing education program and innovative research and consultancy projects, the ZHAW School of Management and Law is one of the leading business schools in Switzerland. Its training programs, which focus on management skills, are scientifically-grounded, interdisciplinary and practiceoriented. The ZHAW School of Management and Law views international experience and contacts as an essential aspect of university education and supports an active mobility program for its students and lecturers. It currently co-operates with partner universities in over 30 countries in Europe, North and South America, and in the Asia-Pacific region. The Department General Management The Department General Management is one of four specialized sectors of the ZHAW School of Management and Law administering the consecutive Master s degree in Business Administration. The Center for Marketing Management The role of the Center for Marketing Management is to form close links between academic understanding and practical experience concerned with marketing through teaching, research, consultancy, and continuing education. Key areas of its work in theory and practice are Cus - tomer Relationship Management (CRM), sales, qualitative and quantitative market research, customer-oriented pricing, branding, integrated communication, and the creation of marketing concepts in the social and cultural sphere. The Center for Marketing Management is the only institution in Switzerland where Customer Relationship Management is represented in all its range of ser - v ices (teaching, continuing education, research, and consultancy). The Center for Marketing Management and all the centers of the Department General Management work in collaboration with public bodies, large, medium, and small-sized corporations and private individuals in a regional and national context, as well as with partner universities both in Switzerland and abroad. Its main areas of interest are strategic orientation and the shaping and management of corporations. In so doing, it focuses on the processes of management, value creation, and support for commercial, industrial, and service operations. General Management includes six centers: Strategic Management, International Business, Marketing Management, Operations Management, Human Capital Management, and Business Information Technology. 18

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20 Program Details Program Dates The program begins annually in mid-september and lasts two years. Times and locations Lectures are held in Winterthur on Mondays, Tuesdays, and Wednesdays. This makes it possible for students to pursue part-time employment (up to 50 percent) or spend time managing a family. Program Fee Program fees are set by Swiss Cantonal law ( 30 FaHG). Our program fee is currently at CHF 680. per semester. In addition to these fees, other costs will be incurred (e.g., enrollment fees and course material expenses). 20

21 strasse Where to find the ZHAW School of Management and Law SC SI SP SW Gebäude Stadthausstrasse Mäander B Im Park Volkartgebäude Building entrance SF BUS N Kreuzstrasse Schaffhauser Wülflingerstrasse SM SW SI St.-Georgen-Platz Theaterstrasse SP St.-Georgen-Strasse Sulzbergstrasse Sträulistrasse Lindstrasse P Rudolfstrasse SBB BUS Bahnhofstrasse Untertor Bankstrasse Turnerstrasse Stadthausstrasse Museumstrasse Merkurstrasse P Kasinostr. SC BUS Metzggasse P Museumstrasse Stadthausstrasse Liebestrasse Winterthur Winterthur St. George School of Management and La Eingang zum Gebäud SC Gebäude «Stadthauss SI Mäander B SP Im Park SW Volkartgebäude 21

22 Contact Details ZHAW Zurich University of Applied Sciences School of Management and Law Office Consecutive Master s Programs St.-Georgen-Platz 2 P.O. Box 8401 Winterthur Switzerland Tel info-master.sml@zhaw.ch 22

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24 Zurich University of Applied Sciences School of Management and Law St.-Georgen-Platz 2 P.O. Box 8401 Winterthur Switzerland