Executive MBA in International Marketing awarded by Kalados University of Applied Sciences, Switzerland

Programme Description

The Executive MBA is intended for executive-level participants who will appreciate flexibility in their study routine. The action-learning based programme is delivered in 5 main parts and conforms with university standards in Europe for Masters Degrees delivery.

Of the 5 parts, 3 are focused upon strategic marketing in an international context and the other 2 parts focus upon General Management and Regional Business Development.

The degree is located within the PHW Business School, part of the Kalados University of Applied Sciences, Switzerland.

The course prepares individuals for higher level policy and strategy forming positions in organizations, but with especial responsibility for marketing and business development.

On completion of this EMBA, course participants will be eligible to apply for full membership of the UK Chartered Institute of Marketing and hence may collect two designatory titles EMBA, MCIM.

Key Features Of The EMBA Modules:

  1. Practical orientation

  2. Contextual relevance

  3. Delivered by seasoned high caliber International Faculty

  4. Manageable within a busy schedule

  5. Shared with well motivated course members

  6. Individual involvement for career progression

  7. Mindset change

  8. A new learning experience with new ideas

  9. Company-based assignments to maximize outcomes

  10. Attended by experienced managers

  11. Independent postgraduate awards offered at each stage

Who is the EMBA programme for?

This programme is specifically designed for individual practitioners working in marketing and/or sales. Participants will have relevant managerial experience as well as responsibility in marketing in their organization. Typically, candidates for the programme will be 30 years of age and above. Individuals will be both self-sponsored and company-sponsored.

Normal Entry Criteria

  1. University Degree or professional qualification with 6 years relevant business experience

  2. 3 years qualified experience in Marketing and Sales

  3. A recent GMAT* Score

*GMAT Score stands for the Graduate Management Admission Test used by management schools in the US to assess candidates abilities to enter a course. It is mainly based on multiple choice questions and measures general verbal, mathematical and analytical writing skills. The code for PHW which you will need when registering for the test is, 7012. Selected candidates may obtain exemption on a case-by-case basis.

Admissions Statement

An Admissions Committee makes all final decisions on the suitability of the candidates. The Course Director will need to approve all applications.

Programme Duration

18 months to 24 months (Total).

Module 1 20 days intensive, 160 lessons/ in Singapore: 6 months part-time
Module 2 6 weekends over six months (or two 7-day blocks intensive), 120 lessons
Module 3 12 days intensive, 120 lessons
Module 4 12 days intensive, 120 lessons
Module 5 8 days intensive, 80 lessons

  • Stage 1 : General Management

  • Stage 2 : Marketing Management

  • Stage 3 : Strategic Marketing Applications

  • Stage 4 : Asia Pacific Regional Business Development

  • Stage 5 : Marketing In The New Economy

Overview of the Modules

Stage 1 : General Management
This programme is designed to provide stimulation to the existing managerial mindset by providing key knowledge inputs, to meet the needs of the general management function. Together with the generation of new learning networks established through the interchange of insights, experiences knowledge and aptitudes, the course will through its highly interactive design focus upon real life business scenarios. The educational process will create personal reflection on learning needs for improved managerial performance in key result areas of businesses.

Strategic Management & Business Policy
This core module to the general management programme will analyse the constituents of strategy and examine strategic level decision-making; it will deliver the essentials of strategic business planning. This process will be supplemented with a comprehensive review of selected models and frameworks for general management thinking to achieve business direction and focus.
In particular, sustainability of business will be featured so that delegates will understand the essence of competitive advantage and in so doing to also reflect upon the relevance of current business values and deliverables in today’s changing, dynamic and increasingly competitive market environment.

Financial Management
Strategic business decisions will inevitably have financial planning and control implications, many of which are not properly understood by non-financial managers. An awareness and understanding of essential financial health measurements and monitoring must be considered critical knowledge for those moving into leadership positions.
This module will examine a series of financial contexts which govern the business enterprise, to stimulate not numeracy but financial literacy among delegates. This double module will impart essential knowledge to enable an understanding of the term “financial position” from both published and internal management control accounts and to set financial appreciation within the perspective of general management.

Human Resource Management
The general management role is multi-faceted and managing people is probably the number one priority. Apart from exploring the classical conventions of HRM and HRD, interpersonal effectiveness is considered to be essential for effective leadership in general management and thus leadership styles will be featured.
Conflict resolution and management will also be featured because creativity, productivity and innovation are all sub-optimised in conflict laden organisation cultures. Team based organisation approaches and soft skills enlightenment will be exposed as key areas of knowledge, exposure and essential experience.

Operations & Project Management
Managing people, resources, processes and time to optimise productivity is the essence of Operations and Project Management. It is these areas precisely which will be the focus of this module. Effective project management can add tangible value to the business and hence has been featured for this programme, so that the most complex of projects can be planned effectively.

The project rationale, setting SMART objectives, setting milestones, work structuring, budgeting, KPI’s and project reviews will be considered from an intercultural perspective because business challenges have become progressively global.

Stage 2 : Marketing Management
This stage of the EMBA has been designed to provide a solid grounding in the subject of Marketing Management, with special emphasis being given to design, development, implementation and control of the Strategic Marketing Plan.

Marketing Planning & Control
This module is designed to ensure that course members are fully equipped in the detailed subject of Marketing Planning and in the models and frameworks for thinking associated with the planning process, so that these could be applied to any industry and market context where a marketing oriented approach to businesses is both desirable and relevant. The implementation of such plans, both selectively and cross-functionally will also be highlighted so that typical barriers to implementation are made fully aware, and also the means to overcome them. The routes to completing the plan from Vision & Mission, to the marketing audit, to strategy determination and then monitoring and control will be covered comprehensively.

International Marketing Strategy
This module is designed to firstly enable management to consider the tensions involved in the process of international market expansion so that an appropriate level of involvement can be set and policies and procedures set in place resulting from a careful understanding of the tension between ambition and ability in the pursuit of regional, international and even global market places. This is set in the context of the international trading environment within which nations transact business. Market entry decision making processes are featured to ensure that country markets are well selected and methods of entry are evaluated for subsequent foreign market development for policies to be set for marketing and marketing mix strategies in a cross-cultural environment.

Integrated Marketing Communications
This subject module will lay down templates for the design, development and implementation of marketing communications plans against a framework of corporate internal and external communications to stakeholders groups. The integration of strategies and communication processes, both on-line and off-line will be featured with the traditions for above-the-line and below-the-line activity. Each element of the plan will be featured to ensure that course members understand the imperatives of positioning, targeting, message strategy, creative execution and how to evaluate existing and future campaigns by using well-established methodologies. This is all set against the backcloth of “the brand” as the means for identity development and transmission as the most meaningful anchor for all marketing communications.

Marketing Management : Analysis & Decision
This module is designed to integrate the three other subjects to enable the course member to see the total picture of strategic marketing management in a live case context. The course member acts as a consultant to the company and is required to apply the techniques and systems learned from the other subject modules -- but this time selectively and relevantly to the case scenario presented. The assessment requires each candidate to present justified proposals for resolving problems and also to achieve the business development objectives of the enterprise. This module is an in-depth experience for about one month duration which culminates in a final written examination where open book practices are applied.

Stage 3 : Strategic Marketing Applications
This stage has been designed to ensure the course participants know-how to apply systems for the Analysis, Planning, Implementation and Control of essential application systems in the field of strategic marketing to assist in the delivery of sustainable development futures.

Customer Care Strategy
As markets become more accessible and more competitive, the search for sustainable competitive advantage becomes increasingly difficult. One Answer is through interactive marketing, i.e. between the organisation’s employees and its actual and potential customers. It is in this area of customer relationship management where a new meaning is being given to marketing. This subject explores in detail the Customer Care Process to determine the means to detect gaps in the value chain which extends from the corporation to the customer. From these, strategy can be determined for bridging the gaps between expected and delivered care.

Strategic Marketing For Services
The service component for strategy implementation needs to be considered in detail, because it is often the intangible and qualitative component which delivers sustainable business. This module will examine this aspect of marketing together with the special approaches which are needed in the marketing of services as distinct from marketing products. Attention is also devoted to service development processes.

Brand Building Strategy
Purchase decisions are often influenced by brands, and yet the process of inquiry into that which constitutes “the brand”, and therefore branding strategy needs to be most carefully analysed by the marketer. A focus is given to brand identity together with models and systems for building brand equity to delve beneath the graphic appearance and house style as an opportunity for building a more informed approach to one of the most official areas of marketing strategy.

Strategic Market Development Planning
This module provides a dedicated focus on the structure, content and processes involved in the preparation and execution of the strategic market development plan. Established methodologies will be taught to enable students to relate and apply these marketing planning systems to their employing organisations. A comprehensive coverage of the planning process from mission statement through to strategy determination and performance monitoring will be examined in detail.

Market Assessment & Product Launch Strategy
Despite the array of product portfolio to assist new product development, little attention has been given to the process of achieving effective market assessment through organisational, financial and market feasibility. This module sets up a system for this and in addition provides a methodology for the launch of new products, a function central to strategic marketing.

International Market Entry Strategy
This module is designed as a system for assessing country and market attractiveness, and methods to secure overseas market entry so that the student will have the opportunity to explore a systematic approach to this strategic decision-making process through a comprehensive series of screening procedures to establish clear rationale for overseas market development.

Stage 4 : Asia Pacific Regional Business Development
This stage of the Executive MBA in International Marketing has been designed to establish specific learning outcomes in the regional context within which course participants will either work or seek to become familiar. In this way, this stage presents a systematic approach for Senior Managers to achieve insights and comparative analysis both at strategic and operational levels through the course delivery and networking experiences.

The Economic, Market and Business Environments
The changes within the Asia Pacific region resulting from recurring economic turbulence has produced both market opportunities and threats. These will be examined by business sector, by country with the aim to highlight the prevailing and often non-calculated risks involved in relation to the difference levels of business involvement. Business ambitions, abilities and realities will thereby be reflected upon in specific country market environments so that a more carefully considered perspective of regional business development can be achieved.

Strategic Problem Analysis in Asia Pacific
Business and managerial complexities often become more difficult with progressive regional expansion. Apart from prior experience, which may not have been hard or even has not been valued as being relevant, the Senior Manager, is left exposed without an appropriate methodology for complex problem analysis. This module, using a Soft Systems approach will equip course participants with a powerful and practical system of enquiry with subsequent resolutions processes for dealing with potential and actual corporate masses.

Cross-Cultural Business Development
There are two distinct agendas for this subject module, firstly to present a services of planning templates for business development which could be applied to any economic region and secondly to set these strategy and planning imperatives in a variety of cross-cultural contexts with which business must, and sometimes may not, work. Through the second agenda, a cross-cultural road map will be explored to increase cultural sensitivity. This process is intensified through cross-cultural networking during the course by learning from sharing experiences, and being made fully aware of the problems of using self-reference criteria.

Managing Cross-Cultural Change
Sensitivities created in the cross-cultural business development module now have to be managed to achieve productive business results. The imperatives for managing change will be explored comprehensively, using established techniques and frameworks for analysis – however, these will then be set in a series of cross-cultural contexts so that resistance to change can be better understood, and thereby become better managed. This remains one of the foremost challenges of senior management working throughout the multi-cultural environment of the Asia Pacific Region.

Managing Strategic Alliances
Business throughout Asia Pacific is being achieved through a variety of forms of partnership and partnering to secure incremental growth and even survival. As the business world becomes progressively global, strategic alliances become essential for effective competitive strategy. Various forms of strategic alliance will be explored, together with their merits and shortfalls, explained through a series of regional scenarios, so that this form of business development can be set in context. Again, through course networking, insights can be showed throughout the agenda for this module, where group discussion and presentations will be featured to bring the realities of the regional market place to the seminar room.

Stage 5 : Marketing In The New Economy
This stage of the EMBA has been designed to ensure that executives are brought up-to-date with existing and emerging business practices from which they cannot escape in today's competitive international market place. The pace of change has been rapid and the development of e-business requires the marketer to re-examine marketing strategies and marketing communications in particular. The module is devoted to the study of organizations, systems and technologies that have brought about change from the traditional approach to business into the era of e-business marketing.

Technology Development
The challenge of technology-based learning for organisations is examined so that students are made fully aware of the emergence of Internet and digitally-based communications. Network structures for B2B, B2C, Portal Directories, legacy voice services and broadband access and their implications will be reviewed. Software applications will be explored and technology future will be examined so that the implications upon business planning and communication practices can be adjusted as appropriate in participants’ employing organisations as data, voice and video communications begin to converge and become globally accessible via next generation networks.

Virtual Organisations
The new economy has created opportunities for a new type of business to emerge. This business sense can be known as the virtual organization. The course examines the emerging types of virtual organizations, the business practices and how the business lifecycles effects now threaten the dot.com sector. Attention will be given to the need of a business planning system for the survival of virtual organisations. Discussion will be held into the dynamics of managing tangibles. Consideration will be given to the nature and form of business transactions, the pace of these transactions and the security attached to it as the world becomes increasingly a mobile business environment.

Communication Practice In The New Economy
This component is at the heart of e-business and the seminar will examine a new technology-based marketing communication mix to supplement the tradition of above and below the line communications. Emphasis will be given to Direct Marketing through development of communications devices such as web-based communication for the global market place. Attention will be given to the design of appropriate strategies to secure effective contact with market segments through innovative and intrusive design principles.

This component will explore the planning and control of e-marketing in particular, the impact of information technology will be considered in relation to how this presents supplementary opportunities from the traditional marketing mix and will become the future for efficient business through Internet, Intranet and Extranet communications. An e-marketing mix will be examined for the purposes for producing an e-marketing plan. Cross-reference will be made to the earlier stages of the course which focus upon the traditional approach to marketing planning to show how a combined approach to on-line and off-line marketing can improve total business performance. It is intended that students will prepare group project in this area for presentation at the end of the module to achieve a meaningful sense of integration for marketing strategy within the new economy.

Globalisation Trends -- Impacts On Marketing Strategy
The world has become a global village as communication technologies create a borderless world. The impact on marketing strategy creates opportunities for a global market place. In the past, this was only possible through traditional non-technology based business development strategies. From a marketing perspective, the reality of business enable the most employing organisation to have international reach for their products and services. Therefore, trends are rapidly emerging towards global marketing strategies. This module therefore examines the opportunities and the risks associated with going global through e-business and surviving the threats which may be presented in new economy.