Post-Graduate MSc Program Business Administration with a Specialization in Marketing From Knowledge to Competence. Crossing Borders.
Program
PROGRAM OVERVIEW
PROGRAM DETAILS
The curriculum for the Master of Science (MSc) in Business
Integrated Projects: Consulting Projects (Problem-
Administration with a Specialization in Marketing was de-
Based Learning) (9 ECTS)
veloped to provide students with a solid understanding of
Students are able to apply the methods and expertise they
corporate management at an academically demanding
have acquired in the context of practical consulting proj-
level combined with specialist marketing skills. It creates a
ects which are carried out in teams and under supervision.
competence profile with specialist knowledge and a thor-
They take account of recognized business management
ough understanding of complex, interrelated corporate
standards and make an identifiable contribution to their
processes which satisfies a clear demand in the market-
team’s project.
place. The practical orientation of all we do at the ZHAW School of Management and Law is reflected not only in our
As a key element of the overall aim of this course of study,
teaching methods but also in a program format that en-
these consulting projects enable the students to practice
ables students to balance their work, study, and personal
the skills and knowledge they have been taught in the
commitments. As a general rule, post-graduate MSc pro-
modules “Change Management” and “Research Methods”
grams are worth 90 ECTS credits, the equivalent of about
by conducting practical research themselves.
2,700 hours of study.
–– Project management; project structures –– Market research methods with different characteristics
While the language of instruction for this degree program is
–– Data analysis
German, its 3 semester is taught in English – an excellent
–– Managing a team
opportunity for foreign exchange students wishing to
–– Communicating with customers
spend a semester in Switzerland at the ZHAW School of
–– Fact-based recommendations for action
Management and Law.
–– Problem-based learning in real-world situations, con-
rd
sulting tools, and storytelling in project management 3rd SEMESTER PROGRAM The 3rd semester focuses on scientific expertise with prac-
Pricing & Business Models in the Digital Age
tical applicability. Students learn to apply their academic
(6 ECTS)
knowledge to a work environment by carrying out real-
The module is based on the Business Model Canvas meth-
world research projects.
od used for business model innovations, including digital
OVERVIEW OF 3rd SEMESTER MODULES ECTS Module
Content Focus
9
Integrated Projects: Consulting Projects (Problem-Based Learning)
Application of methodological and professional skills and knowledge as a member of a team working on a practical consulting project.
6
Pricing & Business Models in the Digital Age
Use of Business Model Canvas for business model innovations, incl. digital mechanisms across different industries.
6
Brand Management, Communications & Reputation Management
Instruments of integrated professional brand management and enterprise communications.
In addition to the modules listed above, foreign exchange students are also able to enroll in a variety of other modules delivered in English from our range of BSc modules.
mechanisms across different industries. In particular, it fo-
In addition to the modules listed, foreign exchange stu-
cuses on pricing, which can be innovative due to digital
dents are also able to enroll in a variety of other modules
mechanisms. Business Model Canvas is a tool to visualize
from our range of BSc modules.
business models. These are geared towards the requirements of start-up companies.
PROGRAM DATES
–– Business Model Canvas visualizes the nine key
The 3rd semester lasts from mid-September until the end of
success factors of a business model and shows
January.
how they are mutually interdependent. –– Customer segments: Users, subscribers, and paying customers –– Value propositions: Every customer segment has
LOCATION Classes are held in Winterthur at the School of Management and Law, which is part of Zurich University of Applied
its own value proposition: a balanced combination
Sciences. With a population of 100,000, Winterthur is
of product, service, and support.
Switzerland’s sixth-largest city. Zurich, the financial center
–– Channels: This factor represents the individual channels and touch points.
of Switzerland, is within easy reach of the campus, a mere 18-minute train ride away.
–– Customer relationships: How do you treat your customers? –– Sources of revenue: What pricing strategies yield revenues? –– Key resources: What resources and what infrastructure are needed?
TRAVEL Switzerland is literally in the heart of Europe, making it a convenient starting point for visiting major destinations throughout the Continent. The rail system in Western Europe is very well developed, and train connections are fre-
–– Key activities: What activities are essential?
quent and convenient. Winterthur itself enjoys excellent rail
–– Key partners: What resources does an enterprise
and road connections, and winter sports areas are within
outsource to external providers? –– Cost structure: An enterprise’s overall financial
easy reach. A number of budget airlines fly from Swiss airports, and Zurich is home to Swiss International Airlines.
planning. FURTHER INFORMATION Brand Management, Communications & Reputation
For further information about our Master’s degree pro-
Management (6 ECTS)
grams and the application, please visit our website:
Students are able to manage a brand, conduct strategic
www.zhaw.ch/sml/master.
communication planning, and develop and evaluate the right marketing communication disciplines for specific situ-
CONTACT DETAILS
ations.
Applications should be sent by mid-January to:
–– Managing brands; value propositions
ZHAW Zurich University of Applied Sciences
–– Reputation management
School of Management and Law
–– Communication concept and planning
Student Services MSc
–– Communication controlling
St.-Georgen-Platz 2
–– (Emotional) brand experience management
P.O. Box
–– Brand identity, brand positioning, and brand
8401 Winterthur
architecture
Switzerland Phone +41 58 934 68 34 Info-master.sml@zhaw.ch
Zurich University of Applied Sciences
School of Management and Law St.-Georgen-Platz 2 P.O. Box 8401 Winterthur Switzerland
February 2015, Edition 200
This is a climate neutral printed matter / myclimate.org / No. 01-15-704248
www.sml.zhaw.ch