Become a marketing expert with this in-depth, market-oriented programme designed to arm you with knowledge and skills for career in marketing! Whether it’s digitalization, market research, or branding – we have the current updates from market professionals and globally-minded academics.
“The programme provides an exciting value-added education experience. Different interactive study methods such as discussions, cases, projects and simulations equip students with a modern approach to studies and teach them to communicate efectively.”
International Marketing and Management programme director
higher salary compared to graduates from other LT universities
Government strategic analysis center, Economics, Finance, Business and Management fields, 2015-2018
average salary after tax, 2 years after graduation
ISM alumni survey, 2019
graduates would recommend studies
graduates work in their degree field
lecturers from abroad
owns a business
“ISM University gave me a key and showed where the door is, then it was up to me – to unlock it or stay inside and enjoy limited view through the window.”
Head Of Business Development at M&M Trade Lt, LTD
Apply until 12th of August
ISM alumni work at these national and international companies
“In BITĖ many people successfully continue their careers after an internship, and some BITĖ managers have graduated or are currently studying in one of many ISM study programmes. We appreciate the quality of studies and that many of the lecturers are experienced practitioners.”
Executive Director at Bitė Lietuva
“ISM students and alumni are highly valued by us and our clients. They have the necessary competencies and personal qualities, such as understanding the basics of business, positive attitude, excellent English, and the ability to deal with different situations.”
Partner at Alliance for Recruitment
“The best talents are the trump card of our company. Without a strong team, it would be hard to be where we are now. The partnership with ISM is an important step in sharing both our experience in raising professionals and their subsequent integration into the labour market and becoming our colleagues.”
One of the founders of Tesonet
“We value the professional training and versatility of ISM students and graduates – their knowledge is relevant, based on the latest international practices and easily adaptable to real business problems. We are glad that we attract energetic people, whose desire to improve and achieve the best results allows us to implement the most ambitious business ideas.”
Head of Talent Acquisition and Employer Brand at Ignitis Group
“Initiative, critical thinking, and the ability to adapt to rapidly changing environment – these qualities are necessary for our organization, and I think that all people studying at ISM acquire them.”
Head of the Talent Management Department at Lithuanian Railways
“ISM students have the necessary qualities: they can analyse problems, express ideas, know how to work with numbers, learn quickly, communicate well are proactively, are not afraid of responsibility. We have many examples of ISM students who grow from young analysts into experienced experts at Civitta. Their analyses and advice are appreciated by the management of organizations.”
Managing Partner at Civitta
1.5 years + Master thesis
Business days 5:45 – 9:00 PM
MSc in Management
Double degree programme
During your second year you can study at a partnering university
Course Syllabus: GRAV022 Brand Management
The study of brand management is considered a crucial area in marketing and business curriculum as brands are one of the most valuable assets a company can have in today’s highly competitive marketplace. An understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital for a long-term company growth. The course aims to develop the necessary knowledge and skills required to prepare managers to develop an enduring advantage for their products in a competitive marketplace. It deals with important issues both at the individual product and the firm level and is designed both for those entering careers in brand and product management as well as for those with an interest in marketing management or general management. Particular emphasis is placed on hands-on experience of analyzing, assessing and managing brands.
On completion of this course successful students will:
Develop skills of presenting research / field work findings.
Course Syllabus: GRAV010 International Consumer Behaviour
Course Description and Aim
The purpose of this course is to develop an enlightened perspective on the phenomenon of consumer behavior, in the international/intercultural context, through the integration of theory and analysis. The course emphasizes critical reflection and creative thinking, as reflected in the extensive use of experiential activities and a comprehensive, integrative research project in which you apply a full range of consumer behavior theories and concepts. This course addresses consumer behavior as part of a marketing/business process and as a socio-cultural phenomenon.
Course Learning Outcomes
Course Syllabus: GRAV031 Customer Value Analytics
Goal of the course
Overall, the course is designed to provide students with a foundation on how to measure and manage marketing performance to increase profitable growth – and how to raise company’s marketing accountability to a higher level. The relevance of any marketing organization depends on its ability to shift from operational orientation to a strategic one, and the best marketers aspire to help their organizations make this transition. Making this shift is imperative for marketing to change its perception as a ‘tolerated’ expense to that of a valued revenue generator. From a leadership vantage point, there’s a lot riding on marketing’s ability to make this shift, because reactive and purely tactical marketing doesn’t enjoy much influence. This course provides an introduction to marketing analytics and marketing metrics – some of the most important tools for making marketing accountable and strategic. The approach taken throughout the course hinges on three questions:
Upon completion of this course, successful students will:
Course Syllabus: GRAV030 Digital and Social Media Marketing
The course builds on traditional marketing courses and discusses digital strategies and tactics from a brand perspective. Beside more general overview of the digital marketing and social media phenomena, the course will focus on topics which are critical in leveraging the power of social media, such are: content management, development of social media presence, mobile marketing and viral marketing. It will be discussed how power has been shifted from brands to consumers, how to engage consumers through social media, and what is the interplay between social media and other digital marketing activities.
To foster a holistic approach to marketing management by critically thinking about new digital marketing trends, and questioning their applicability for marketing strategy in contemporary business.
Course Syllabus: GRAV025 New Product Development and Service Innovation
The course deals with the process of new product development (NPD) and service innovation. The course is divided in two parts. The first part focuses on the basics of innovation management. In particular, after clarifying what innovation is and how firms should look at it, the focus will go to the organizational antecedents of innovation: the routines and the best-practices that make some firms more innovative than others. The second part of the course focuses on the sources of innovation and on the process of new product development, with a special focus on service firms. The course is based on frontal lectures, case-study discussions and experimentation. A willingness to work in group and to interact in class is a necessary prerequisite to successfully complete the course.
The main aim of the course is provide students with the basics of innovation management and new product development in a fast changing economic and technological scenario. Specific aims of the course include:
Course Syllabus: GRAV020 Services Marketing
Due to the recent silent revolution of “tertiarisation,” the service sector now accounts for almost two-thirds of GDP globally and is also the fastest growing sector worldwide. Odds are when somebody graduates there will be two to three times more jobs in service-oriented businesses than in goods based businesses. Indeed, all manufacturers today offer a number of services to their customers. As services are inherently relational, there are always relationships between a service organization and its customers. The key issue is whether a firm uses these relationships properly in the way it manages customers or not. This course aims to provide an in-depth understanding of how services are marketed, with emphasis on the significant difference between marketing of services and marketing of products. The attraction, retention and building of strong customer relationships through quality service and services are at the heart of the course content. The focus will be on internationalisation of services in world-class organisations rather than on a particular country or culture.
Course Aims and Objectives
This course aims to provide students with a systematic knowledge and understanding of the core concepts of services marketing in the context of the challenges that international marketing and service management actually face.
Course Syllabus: GRAV032 Research Proposal
Course Syllabus: GRAV033 Integrated Marketing Communications
Communication is a fundamental part of most marketplace transactions. In its purest form, price communicates the information necessary for a transaction. In most cases, however, marketers have to communicate more than just price in order to establish, sustain, and grow their business. So how does communication in the marketplace work? How can marketers succeed in nowaday’s increasingly digital and international communication environment? In order to address these important questions, this course aims to provide a deep understanding of marketing communication, both in terms of real-life application and as a field of scientific research.
Over the duration of the course, students will work in groups to develop a communication strategy for a real industry client. The lectures will provide inspiration for the group projects in two ways:
1) It discusses key theories and findings in communication planning and consumer psychology. These insights are applied in the communication strategy, but we will also pay close attention to theoretical and methodological challenges in these research areas.
2) We will meet guest speakers holding various key functions in marketing communication (e.g., on the agency side, the client side, the media side). These practitioners will provide insights into the daily business and the current challenges of marketing communication.
This course aims to provide students with a systematic knowledge and understanding of the core concepts of integrated marketing communications.
Course Syllabus: GRAV034 Corporate Responsibility and Sustainability
The role of corporate responsibility and sustainability has gained momentum in the last decades.This advanced course focuses on a deeper understanding of the interaction between organizations, society, ethics, corporate responsibility and sustainability. The dominance of US based literature, has suggested the concept of Corporate Social Responsibility as the main doctrine. However, considering the historical, economic and political context – the situation in Europe is fundamentally different. Unlike in the United States, the question of philanthropy plays only a minor role in Europe. On the other hand, the question of social, legal, environmental, and economic responsibility – within the context of a welfare state – dominates daily business life. The course will therefore take a more holistic approach – and concentrate on the question of how Corporate Responsibility has to be handled in an international context. Moreover, alternative models aiming at a win-win situation of society and corporations will be present. Besides, a focus will be on stakeholder theories, as well as on the role of NGOs, consumer perception, and the government.
The aim of the course is to raise awareness for the participants that corporations have a responsibility towards all stakeholders – not just towards increasing shareholder value. The drivers of CSR and sustainable development will therefore be discussed in an international and intercultural context.
Course Syllabus: GRAV001 Research Methodology
The ability to choose the most efficient tools for seeking answers, as well as to intelligently interpret the gathered information is indispensable for marketing managers. This course will equip students with both the understanding of principles that guide quality research in the context of marketing and the tools needed to implement those principles in formulating a research project, selecting appropriate methods, collecting and analyzing data, and presenting their findings.
The goal of the course is to familiarize students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it and drawing inferences, with a view to making better business decisions. By adopting a do-it-yourself perspective this course will teach you how to prepare, conduct and analyze a small-scale marketing research study. This course will build on the content of the courses Research methodology and Statistics, familiarity with research design and basic statistics is required. Specifically it means that your own ideas and solutions are expected prior to any consultation with the lecturers (i.e. sampling procedures, questionnaire design etc.)
Learning Outcomes of the Course
Course Syllabus: GRAV028 Advanced Topics in International Management
This course is intended to be challenging and exciting. It is first and foremost a course about “strategy” and about “managing for success”. The course centers around the theme that a company achieves sustained success if and only if its managers (1) have an astute, timely strategic game plan for running the company, and (2) implement and execute the plan with proficiency. We shall explore in some depth how and why a well-conceived and well-executed strategy nearly always enhances a company’s long-term performance. We will also look at the reasons why successful companies fail in a long run. This course will encourage you to synthesize all the knowledge you gained at undergraduate and graduate levels. It is my hope that having finished this course you will have a better understanding of what it takes to lead and run a successful company in a global and dynamic environment.
This course is designed to develop your capacity to think strategically about a company, its present business position, its long-term direction, its resources and competitive capabilities, the caliber of its strategy, and its opportunities for gaining sustainable competitive advantage. It will also aim at integrating the knowledge gained in earlier core courses in the business school curriculum, show you how the various pieces of the business puzzle fit together, and demonstrate why the different parts of a business need to be managed in strategic harmony for the organization to operate in winning fashion.
Course Syllabus: GRAV029 Marketing Research
Companies and their decision makers rely heavily on functions such as marketing research, analytics, and competitive intelligence to help them make better decisions. Informational overload and ever-increasing need for fast and actionable insight forces contemporary companies to re-evaluate the way they approach knowledge management. Aim of the course among other objectives is to:
The Master’s Thesis is the culminating experience in graduate level education for Master degree candidates. It is an individual endeavour of analytical nature, which contains elements of originality and is performed in conformity with general requirements of academic papers and scholary projects. For the student, the Master’s thesis should be a learning activity that is stimulating and engenders a sense of pride and accomplishment.
The intent of the thesis is to provide an opportunity for Master’s degree candidates to refine, in some cases acquire, a range of skills at an appropriate level to do capable and competent research. A successful thesis is evidence that the candidate has acquired the minimum level of research skills required and can therefore be accredited a Master‘s degree. Skills required of thesis writers are those associated with research design, data collection, information management, analysis of data, synthesis of data with existing knowledge and critical evaluation of the writer’s own ideas and those presented in the literature reviewed. The thesis should be written in English, within a given period of time and comply with commonly accepted principles of academic ethics.
Course Syllabus: GRAV027 Microeconomics of Competitiveness
The course explores the determinants of industrial competitiveness and successful economic development viewed from a bottom-up, microeconomic perspective. While sound macroeconomic policies and stable legal and political institutions create potential for industrial competitiveness, wealth is actually created at the microeconomic and firm levels. The sophistication and productivity of firms, the vitality of industrial clusters, and the quality of the business environment are the ultimate determinants of the productivity and innovation capacity of nations, regions and industries. This course examines both advanced and developing economies and addresses competitiveness at multiple levels – nations, subnational units such as states or provinces, particular clusters, and neighbouring countries. The course is concerned not only with government policy but also with the roles that firms, industry associations, universities, and other institutions play in competitiveness. In modern competition, each of these institutions has an important and evolving role in economic development. The course explores not only theory and policy but also the organizational structures, institutional structures, and change processes required for sustained improvements in competitiveness. The Microeconomics of Competitiveness is a distinctive graduate course offered in cooperation with prof. M. Porter and a team of his colleagues at Harvard Business School (HBS). It is designed to be taught to second year MBA students at HBS and affiliates of the Institute for Strategy and Competitiveness at Harvard Business School (http://www.isc.hbs.edu/moc.htm).
The main aim of the course is to enable the students to integrate and activate general knowledge on competitiveness in order to make analytical managerial decisions. The course focuses on the environment in which global strategy is developed at the corporate, business and operational levels. Particular attention is paid to the processes, competencies and vision of top management, competitive positioning, understanding comparative costs. Part of the purpose of the course is to expose students to some of the most successful countries and regions. In addition to cases, there are readings, a series of lectures, and videotaped or physical appearances by guests who are national, regional, or business leaders involved in the cases studied or experts on the issues discussed in class.
Course Syllabus: GRAV012 Advanced Corporate Finance
This course introduces advanced applications in financial management that are geared to maximize firm value. Topics include valuation, investment techniques, estimation of cash flow, and various aspects of risk management. This course will go into details into some of the major corporate finance issues: financing and optimal capital structure, investments, considerations on becoming a publicly-traded company, company valuation methods most commonly used. Overall, the main outcomes for the students should include the following: Improve your English language skills particularly as they relate to corporate finance. Strengthen your awareness of some of the major corporate finance issues. Improve your skills for short, finance-related group presentations.
Course Syllabus: GRAV007 Multivariate Statistics
There are always key decisions to make at the heart of a superior marketing practice. A marketer, for example, must decide on how to price a specific product, which types of distribution channels would be most appropriate or most effective, and/or how to advertise the given product most effectively. In order to minimize complexity and to select and support the best alternative from a multitude, quantitative marketing methods and multivariate data analysis have become essential to the success of most business organizations. Thus, the key purpose of this course is to acquire a general and fundamental understanding of the various quantitative and analytics tools that can be utilized and applied to a variety of diverse marketing settings. This course will combine a theoretical foundation based on lectures and readings with practical applications to assist students in acquiring a sound working knowledge of and essential experience with multivariate data analysis.
The main objective of the course is to assist students in acquiring a sound working knowledge of multivariate data analysis tools, methods and applications. Any business manager who examines only two-variable or bivariate relationships (and avoids multivariate analysis) is ignoring a larger set of powerful tools that often provide additional useful information and critical business insights. The conceptual framework and methodologies of various multivariate data analysis tools will be illustrated by numerous cases and examples. The emphasis here is on when to apply given tools and methods and how to interpret obtained results – utilizing R and Matlab. All in-coming students should already have a fundamental understanding of basic introductory statistics.
Learn from renowned branding, marketing and strategy experts from Lithuania and beyond.
Semester fee for ISM graduates
Semester fee for employees of ISM social partners
Semester fee for the best applicants
ISM Achievement scholarship
One-time scholarships to high achievers
ISM Scholarships for International Applicants
Covering 30% of tuition fee
State scholarships for International students
A monthly scholarship
Discounts for employees of ISM social partners
Admission is underway
2020-07-22 – 2020-08-12
Other MSc programmes
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Reinvent yourself as a team manager with this unique programme! You will obtain a managerial skillset necessary to distinguish yourself from others and make positive changes in the world by driving innovation and sustainable business initiatives.
Development Economics (GRAE029)
Research Methodology (GRAE001)
Research Project (GRAE030)
Applied Business Ethics (GRAE025)
Applied Valuation (GRAE027)
Monetary Policy (GRAE012)
Microeconomic Analysis (GRAE003)
Mathematical Finance (GRAE017)
Advanced Macroeconomics (GRAE007)
Master Thesis (GRAE016)
Advanced Corporate Finance (GRAE019)
Financial Econometrics (GRAE018)
Financial Intermediation (GRAE020)
Behavioral Finance (GRAE022)
Alternative Investment and Risk Management (GRAE023)
Asset Pricing (GRAE021)
Alternatyvios investicijos ir rizikos valdymas (GRAE023)
Innovation Project Management (GRAI024)
Process Innovation Management (GRAI021)
Technology and Innovation Management (GRAI022)
Research Project in Innovation & Technology Management (GRAI023)
Business Strategy (GRAI012)
Business Finance (GRAI009)
Innovation and Technology Management Seminar (GRAI016)
New Product Development (GRAI014)
Master Thesis (GRAI011)
Artificial Intelligence Principles and Applications (GRAI019)
Sustainable Development of Emerging Technologies (GRAI018)
Research Proposal (GRAV032)
Integrated Marketing Communications (GRAV033)
Corporate Responsibility and Sustainability (GRAV034)
Customer Value Analytics (GRAV031)
Research Methodology (GRAV001)
International Consumer Behaviour (GRAV010)
Advanced Topics in International Management (GRAV028)
Marketing Research (GRAV029)
Digital and Social Media Marketing (GRAV030)
Brand Management (GRAV022)
Services Marketing (GRAV020)
New Product Development and Service Innovation (GRAV025)
Master Thesis (GRAV016)
Microeconomics of Competitiveness (GRAV027)
Advanced Corporate Finance (GRAV012)
Multivariate Statistics (GRAV007)