HEC Management School - University of Liège

Master in Management - International Strategic Marketing

This advanced Master provides students with the academic and professional competences they need for managerial positions in marketing and strategy in any part of the world. Students will receive cutting-edge, both research- and practice-based training. The skills developed in the program are relevant to a wide range of positions in market-oriented organizations.

Key topics of the Master's program

• Market Research and Statistical Methods: Learning how to conduct market research, analyze data by means of advanced statistical tools and methods to get (consumer) insights and adapt your strategy accordingly.
  
• Marketing Analytics: Understanding how to analyze (big) data that are available in the environment to take data-driven strategic decisions.
  
• Digital Marketing Strategy: Developing tactical decisions concerning effective product, pricing, distribution and promotion decisions using digital marketing concepts and applications
  
• Brand Management: Understanding how to strategically position, grow and sustain a brand in a context of increased media exposure and consumer willingness to co-create brands.
  
• Consumer Behavior: Studying processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
  
• Strategic Marketing: Learning how to analyze markets and situations analytically and strategically.

Skills gained on completion of the specialization

Students will be capable of:

• collecting, analyzing and summarizing data to assist the decision-making process;
• creating and maintaining a competitive advantage;
• anticipating and transforming new trends into business opportunities;
• developing e-marketing and e-business strategies;
• identifying, communicating with and influencing the main players;
• working out global strategies for products and services.

Diploma and specific outcomes

On completion of this specialization, students are awarded the diploma of “Master in Management Science, Specializing in Marketing”.

Target groups

This program is intended for:

• students who want to transform new trends into business opportunities;
• students who appreciate the analysis of figures to support decision-making processes.

The “Marketing and Strategic Intelligence” module is taught entirely in English.

Career opportunities as

• expert in strategic intelligence;
• expert in information management and protection;
• research officer (forecasting organizations and research offices).

in the following fields:

• commercial posts,
• marketing,
• posts linked to monitoring activities (technology, market, and competition).