DAS Strategic Marketing

This program will build a solid foundation in all relevant areas of marketing, so that participants can leverage opportunities and master challenges presented by a rapidly changing marketing landscape. It's a unique program that meets companies’ growing demand for quantitatively trained marketers.

Information

Period

See information
30 ECTS credits
240 Teaching hours

Language

English

Format

On-site

Contact

Fereshteh VAHIDI
Tel: +41 (0)22 379 97 16

marketing(at)unige.ch

Location

University of Geneva

Registration

See information
Modules can be followed individually

Fees:

CHF 12600.- ou CHF 1'700.-/module

Objectives

  • Gain a solid understanding of the new world of analytical and fact-based marketing
  • Learn new frameworks, analytical tools and best industry practices in all key areas of marketing from leading experts in the respective fields
  • Apply these quantitative models and approaches to provide fundamental knowledge and insights about customers, competitors, and markets
  • Use this knowledge to make better decisions and create sustainable sources of revenue and profit for your company

Audience

Executives with a minimum of 3 years work experience, wishing to broaden and deepen his/her marketing skills with state of the art topics, tools, techniques and approaches or executives from a neighboring field, who are considering a career change and who would like to work in the marketing field.
Professionals who wish to complete their knowledge on selected subjects can take individual modules, for each of which an official certificate will be delivered.

Learning outcomes

 

 

  • master planning frameworks and tools for strategic marketing to build winning marketing strategies
  • determine the scope and direction of research activities and leverage research insights for decision making
  • craft compelling communication plans with concepts, tools and best practices of integrated marketing communication
  • make informed and more successful decisions in real-world branding problems
  • optimize brand communication through leveraging digital and traditional communication channels
  • master techniques in pricing and return on marketing investment to optimize marketing mix decisions

Programme

10 modules:

  • Brand Management
  • Marketing Strategy
  • Managing & Marketing Innovation
  • Advanced Pricing
  • Managing Consumer Insights
  • Marketing 2.0
  • Service Marketing
  • Customer Relationship Management
  • Return on Marketing Investment
  • Marketing Communication

Director(s)

Prof. Marcel PAULSSEN, Geneva School of Economics and Management (GSEM), University of Geneva

Coordinator(s)

Fereshteh VAHIDI, University of Geneva
In recent years marketing has undergone a rapid transformation towards a more data and fact-based approach. An explosion in social and digital media has revolutionized the way companies interact and build relationship with customers. The Diploma of Advanced Studies (DAS) in Strategic Marketing prepares participants for high level marketing positions by equipping them with solid knowledge about the latest tools and techniques and best industry practices.

Admission criteria

- Strong command of both written and spoken English
- An absolute minimum of 3 years professional experience
- Bachelor’s Degree or equivalent from a recognized university

Number of participants

Le nombre de participants est adapté à la pédagogie choisie

Schedule

Courses are held either over 2 weekends (Fridays: 2:15pm-9pm and Saturdays: 8:15am-1pm) or over 3 consecutive days (Thursday, Friday, Saturday: 9:15am-5pm)

Academic instructors have been selected based on their research AND
commercial experience in the courses they teach. Our academics
integrate the latest results from their research and bring their extensive
commercial experience into the courses. This approach guarantees
state-of-the art and relevant content.
Our practitioners have all completed a PhD at a leading university or
business school in the respective fields they teach in the program, but
opted for a management career. They now cover high level management
positions in industries directly related to the courses they teach.

"Marketing strategies and tactics as well as the methods to measure them evolve very fast. It is highly important for me to remain updated on the new tools to maintain a modern thinking approach in my workplace. I have chosen the DAS Strategic Marketing programme based on the variety of offered courses. However, since attending the program, the richest source of knowledge has come from a combination of my peers, their diverse backgrounds and business orientations, as well as the most recent examples provided by the professors. After some modules, I already feel comfortable to implement the concepts that I have learned into my work" MELANIE VANDENBERGHEM, Marketing Manager, Firmenich

«This program has been very relevant to the work I do every day as a Product Manager. » LOUIS MAJA, Product Manager, Audemars Piguet

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