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
Master of Business Management
Additional opportunity – double degree at the leading business schools: BI Norwegian Business School (#37 European Business School Rankings, 2019 Financial Times), KEDGE (#31 European Business School Rankings, 2019 Financial Times), TIAS School for Business & Society, Inseec School of Business & Economics or Tilburg University
During your second year you can study in Norway, France, or the Netherlands
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 in developing long-term company growth. The course aims to develop the necessary knowledge and skills needed to prepare the managers to create 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 anticipating 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.
During this course, you will:
Course Syllabus: GRAV010 International Consumer Behaviour
The course builds on basic consumer behaviour courses and discusses specificities of consumer behaviour in international context. Beside more general overview of the consumer behaviour in different cultures, the course will focus on topics that
are critical for understanding consumer behaviour in international context, such are: global consumer segmentation, consumer cosmopolitanism, consumer ethnocentrism etc. It will be discussed how culture influences consumers and what can companies do to achieve better understanding of their customers in international context.
Course Syllabus: GRAV031 Customer Value Analytics
Customer Value Analytics is about turning customer data into insights, into decisions, into business value. Overall, the course is designed to provide students with a foundation on how to measure and manage customer value to increase profitable growth – and how to raise company’s customer value accountability to a higher level. The relevance of any marketing organization depends on its ability to systematically manage customer value, and the best marketers aspire to make this happen. From a leadership vantage point, there’s a lot riding on marketing’s ability to make a shift from product orientation to market and customer value orientation, because reactive and purely tactical marketing doesn’t exercise much impact.
This course covers some of the key ideas for customer value analysis and analytics. The approach taken throughout the course hinges on three questions:
Course Syllabus: GRAV030 Digital and Social Media Marketing
The course builds on focal 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.
Course Syllabus: GRAV025 New Product Development and Service Innovation
The course deals with two main processes: innovating the business model and innovating products and services. In the first part of the course we will focus on business model innovation. To do that we will rely on the business model “Canvas” as developed by Alexander Osterwalder & Yves Pigneur (Business Model Generation, John Wiley & Sons, Inc., Hoboken, New Jersey). In parallel to frontal lessons, students will work in groups with the aim of analyzing and improving the business models of three (real) firms/start-ups participating to the course. In the second part we will focus on the process of new product development (NPD) and deepen the stage-gate approach. Examples related to real firms (small firms and multinationals) will be provided. The course is based on a mix of class discussions, 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.
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 Syllabus: GRAV032 Research Proposal
This course guides students to prepare for their thesis writing process by surveying various topics in the field of International Marketing. The three main foci are: literature review, research methodology, and hypotheses. First, by systematically highlighting the differences between the annotated bibliography and the literature review, we emphasize the link between the existing literature and the research questions at hand. Second, by skimming through the preliminary data, we check the data availability and the feasibility of the chosen research method. Third, by articulating the hypotheses, we evaluate the proposed research design. The course lasts throughout the semester and concludes with the written Research Proposal and its defence.
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.
Course Aims and Objectives
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.
Course Syllabus: GRAV001 Research Methodology
An activity course involving practical experience in planning a research project, designing questionnaires, sampling, interpreting results and preparing a research report. The course provides an introduction to research methods used in business and management. It covers qualitative and quantitative methods, using primary and secondary data. The course is designed to provide students a solid foundation for conducting their own research and for critically evaluating and reading prior academic research. The course presents the fundamentals of the research process. The knowledge and competencies acquired in the study process will enable students to make methodological decisions in designing and planning research. The overall goal of the course is to equip students with the skills necessary to perform research.
Course Syllabus: GRAV028 Advanced Topics in International Management
This course is designed to facilitate a more “practical” understanding of strategic issues facing companies who manage (or intend to manage) their operations within as well as across national boundaries. The course focuses on the real challenges companies face in a ‘international management’ context. In general, these challenges pertain to identifying, evaluating, and making tradeoffs across international, national-, industry-, firm-, and personal- level contexts. Thus, this course will discuss strategy formulation- and implementation-related issues as well as generate solutions to companies’ international management dilemmas.
Course Syllabus: GRAV029 Marketing Research
The course provides an understanding of how marketing research is practiced today. It gives the overview of different research methods and practices in marketing, presents the trends in the field such as neuromarketing research and usage of artificial intelligence in research. In the modern world data itself is no longer a competitive advantage, the main competitive advantage is what companies and businesses are doing with the data they already have or the data received while performing marketing research. The course will overview different research methods suitable for answering various marketing questions, e.g. what are the needs of my consumers, whether my brand stands out in competitive environment, how to enter the market with new brand or product, etc. The knowledge and skills acquired by the students during the course will allow to critically evaluate different possibilities of conducting the research and empower to design the needed study by themselves.
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 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 neighboring 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).
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.
Course Syllabus: GRAV007 Multivariate Statistics
Multivariate statistics encompass fundamentals behind quantitative data analysis, which is widely applied in data-driven decision making, marketing research and consumer behaviour studies. It is virtually impossible to succeed in the business world in the age of big data without a working knowledge of basic data analysis approaches and statistical software. The aim of the course is to introduce a variety of standard statistical methods used to analyse multivariate data, emphasizing the implementation and interpretations of these methods. The course covers the design of a research project, the choice of suitable multivariate methods, the testing of the fundamental assumptions underlying various methods, the application and evaluation of multivariate methods and interpretation of the results. Practical examples, having a real-world relevance, will be provided and participants involved with hands-on experience of data analysis using SPSS and R/radiant as the main tools. Students will be advised to study relevant chapters from textbook and read articles in academic journals.
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
Become an aspiring leader in the ﬁnancial industry. Learn to apply methods of mathematical statistics and econometrics to the analysis of corporate ﬁnance, portfolio management, ﬁnancial markets and institutions, ﬁnancial engineering.
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.
Behavioral Economics (GRAE031)
Development Economics (GRAE029)
Research Methodology (GRAE001)
Research Project (GRAE030)
Ethics and Economics (GRAE032)
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)
Alternative Investments and Derivatives (GRAE033)
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)