Program design and content

Executive Master of Marketing and Customer Management (MMCM)

In the Executive Master of Marketing and Customer Management (MMCM), you will embark on a coherent learning journey focusing on customer strategy, branding, propositions, data, digital, and customer-centric organization. You will explore how to make targeted choices for target groups, value propositions, and channels in a complex, digital market, and how marketing contributes concretely to growth, customer value, and business results.

Core modules

The core modules cover the entire spectrum of modern marketing and customer management: from digital transformation and brand building to marketing intelligence, omnichannel commerce, financial performance, and change management. Together, they give you a comprehensive picture of how to shape and manage marketing and customer value at a strategic level.

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Electives

In addition to the core modules, you have 8 ECTS of free elective space, which you can fill with two electives from other TIAS master's programs. This allows you to deepen or broaden your perspective on topics that are relevant to your role and career ambitions - for example, leadership, finance, digital, or operations.

Business Research Methods

In the Business Research Methods module, you will develop the research skills needed to approach marketing and customer issues in an evidence-based manner. You will work on a research proposal, conduct a literature review, and hone your ability to collect, analyze, and critically assess data.

Capstone

You will complete the master's program with a capstone project, in which you will develop a current marketing or customer management issue from your organization into a substantiated improvement or growth plan, including an implementation and change strategy.

Result

Upon successful completion, you will earn 60 ECTS credits and receive an NVAO-accredited master's degree with the internationally recognized academic title of Master of Science (MSc) in Marketing & Customer Management.