MSc in Marketing

Duration: 14 months/Evening classes
Application Deadline: Rolling admissions |Upcoming deadline : October 29, 2021
Start Date: September 2022
Fees: € 12,500


Marketing is a key aspect of every business and a fascinating work context. Choosing marketing for your graduate studies will equip you with a strong understanding of the modern business environment and will place you at the core of a company’s decision making. The ALBA MSc. in Marketing can prepare you for these challenges. It is a rigorous program aiming to provide current and prospective marketers with a blend of strategic thinking, analytical skills and contemporary marketing tools. The program provides students with an extensive coverage of digital marketing strategies and applications along with marketing metrics and marketing analytics tools to help them foster marketing accountability across their organizations.

Key features of the program

  • Weekday classes between 18:00 – 22:00,twice or three times per week on average.
  • A 14-month program
  • 13 core modules and 4 workshops
  • Assessment: group reports/presentations, case study analysis, mid-term tests, final exams
  • Dissertation or Internship or Elective courses


The MSc in Marketing Is Designed for:

  • Recent university graduates who want to launch a career in marketing and deepen their knowledge of the field.
  • Working professionals with an interest in and commitment to marketing, aiming to advance their careers in this field.
  • Individuals seeking to (a) enhance their knowledge in digital marketing tools (b) employ marketing analytics o develop marketing consulting skills and (c) advance their critical thinking around marketing to foster marketing accountability in their organizations

You may find here more information about the Program's Intended Learning Outcomes.


Current Student Profile


International Recognition: Accredited by The New England Commission of Higher Education (NECHE) 

A focus on applied learning: the program is designed to provide students with opportunities to test the practical relevance of the marketing topics taught through project work, case study analysis, and software applications.

The internship opportunities, for eligible students, it offers in positions relative to the Marketing field.

Innovative curriculum: the program offers a number of unique courses and workshops:

  • Digital Marketing presents with the latest tools of digital marketing communications.
  • Marketing Metrics demonstrates key marketing performance indicators.
  • Marketing Engineering involves computer-assisted marketing analysis and planning.
  • Marketing Consultancy Project relates to a project for a real company
  • Nielsen Retail Measurement present the Nielsen Methodology on retail data analytics.
  • SAS Marketing Analytics applies big data analytics in marketing decision making.



MSc in Marketing Total Year Schedule 2021-2022

The School reserves the right to reexamine the structure of all academic programs and proceed to any necessary changes in the total year schedules.

5th Period:  One from the following three options: Marketing Consultancy Project OR Internship*, OR Dissertation.

* (Internship) This is an option provided only to Greek and EU students. According to Greek labor and immigration law, international VISA holder students are not permitted to do an apprenticeship in Greece. Alternatively, they can access global internship opportunities through the international job portals provided by Alba’s Career Office.

1st Period | September-October

Courses Credit Hours
Consumer Behavior
This course aims to provide an understanding of the consumer decision-making process by integrating key theoretical perspectives embedded in psychological, sociological and economic principles. Specific goals for this course are to outline the links between consumer behavior research and marketing theory and practice, providing the related academic background, acquaint students with the factors which influence consumer behavior at different stages of the consumption process, and create awareness of the processes that organizations develop to understand consumer and buyer behavior.
Financial Fundamentals
This short course introduces the basic concepts and tools of Accounting and Finance to non-finance specialists enabling them to communicate effectively with departments of accounting and finance and also understand the financial implications of their decisions and actions. After the completion of this course participants should be able to understand what the objectives of the firm are, read and comprehend the basic financial statements produced by the firm, understand the difference between an expense and an investment, realize the importance of cash flows,  access the financial health of the company, understand how the financial markets operate and how the value of a company is calculated, learn about the basic sources of finance, the cost of capital, the working capital, and the economic value added of the firm.
Business Statistics
Today's business environment is characterised by abundance of information and increasing uncertainty and complexity. Against this background, analysing probabilistic/statistical information, understanding the relationship between business factors, evaluating risks and turning data into actionable knowledge are essential skills for competent management. The main objective of the course is to help participants assimilate statistical concepts as well as acquire skills in applying these concepts using modern software. Topics covered include descriptive statistics, probability distributions, sampling, hypothesis testing and regression analysis.
Business Writing & Presentation Skills
This introductory course outlines the main principles of writing academic and business reports. In this course, a series of activities are used to develop, extend and enhance analytical and synthetical writing skills. The course explains the importance of knowing one’s audience, purpose and subject of a written report. The sequence of steps in writing effectively is analysed. Prewriting, revising and editing techniques are discussed. The process of conducting a comprehensive literature review is outlined, which compares and contrasts relevant studies, in order to create a solid theoretical foundation, upon which one’s own views can be presented and justified. Finally, the importance issue of plagiarism and how to avoid it is discussed. The workshop on presentation skills teaches you how to prepare and deliver presentations effectively focusing on providing you with the necessary tools that will help you enhance your presentation skills in a face to face and virtual setting. Preparation and delivery techniques are analyzed and emphasis is given on proper structure of content.

2nd Period | November-December

Courses Credit Hours
Marketing Research
This course is designed to provide students with a fundamental understanding of the field of marketing research. Marketing research concerns the use of scientific methods to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process. It concerns the collection and analysis of information in order to reduce uncertainty and provide insights into buying behavior, customer satisfaction, customer preferences, market segmentation, advertising evaluation, product testing, new product development etc. Students will study the central concepts of marketing research, as well as the tools and techniques used in this field to support good marketing decisions.
Brand Management
Brand management concerns the process of planning and controlling the firm’s brands and their meaning so that they are aligned with consumer needs and meet corporate goals. This course examines both paradigms in brand management: the classical marketing paradigm that emphasizes the importance of developing strategies that enhance brand equity and endure through time as well as the hit marketing paradigm that emphasizes a short-term perspective in managing brands.The goals are to provide students with an understanding of the role of brands, how they are formed and acquire meanings, how they are managed and how they add value to consumers and the firm.
Advertising Management
The course provides with both advertising theories and a hands on understanding of the complete advertising process, from strategy development, identification of the “big idea,” to execution, and evaluation. Such an approach will allow students to develop a critical understanding of advertising tactics that work, and those which are not effective, along with the reasons of failure. The learning objectives of this course are: - To generate an understanding of the nature and scope of advertising- To familiarize with the advertising tools and practices; - To raise awareness of the factors contributing to the success of advertising campaigns; - To provide working knowledge of the steps employed in the advertising process;- To allow for a hands on experience of the advertising process.

3rd Period | January-February

Courses Credit Hours
Marketing Strategy
Marketing Strategy concerns the development and application of value-enhancing marketing strategies, utilized and executed in dynamic competitive environments. The focal point of this course is strategic marketing analysis and marketing planning. Students will gain considerable experience in the analysis of complex marketing decisions and learn the components and construction of a strategic marketing plan. In addition, students will be exposed to discussions on specific marketing problems, in a variety of situations. Finally, students will compete in a computer-based marketing strategy simulation and submit a business-level marketing plan.
Digital Marketing Strategies
Digital marketing is the use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them. Simply put digital marketing is where traditional marketing meets access platforms and communication tools (e.g., organizational websites, portals, search engines, blogs, email, instant messaging, cell phones, video games etc.). The objective of this course is to educate students on the digital marketing strategies that guide digital marketing efforts at a tactical level. The course will cover topics such as information economics and the networked economy, online consumer behavior, trends in media consumption, the digital media landscape, online reputation, performance-based online advertising, social network marketing, and legal issues in online advertising.
International Marketing
Developing and selling products in other countries is a very way for sustaining business growth. However, marketing products and services across different countries requires a solid understanding of the local markets and an ability to adjust the marketing mix across such countries. International Marketing aims at providing managers with the tools necessary to analyze the international marketing environment considering the factors crucial for the successful development and sale of products and services abroad.

4th Period | March-April

Courses Credit Hours
Digital Marketing Applications
Digital marketing has revolutionized the marketing function and has brought about dramatic changes in the day to day activities performed by marketing managers. To better comprehend the profound implications of digital marketing revolution, modern marketing managers need to develop a good understanding of the actual workings of all applications used in digital marketing. This course provides an understanding of the most widely used digital marketing applications. Specific goals for this course are to: • Become familiar with the complete spectrum of digital marketing applications;   • Gain an appreciation of the role of digital marketing applications in the broader array of marketing activities; • Understand how each digital marketing application can leverage the accomplishment of specific marketing goals; • Develop an adequate level of skills in handling all digital marketing applications.
SAS Marketing Analytics
Marketing analytics comprise the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. SAS, as the market leader of Business Intelligence solutions, has developed methodologies for integrating all marketing related information available to a company, and applying powerful statistical techniques for helping marketing managers to extract important information from the data provided to them. In this course, students will become familiar with the methods available by SAS software for analyzing marketing related issues and making decisions.
Marketing Metrics
This course demonstrates a number of important marketing-related performance metrics that are critical ingredients of sound decision making across the spectrum of marketing function. Four major categories of metrics are covered including non-financial (i.e., brand awareness, customer satisfaction), financial (i.e., net present value, internal rate of return), customer (i.e., customer lifetime value), and digital (i.e., transaction conversion rate, word of mouth) metrics. The course aims to equip students with the necessary critical and analytical skill for understanding and using these marketing performance metrics. Specific goals for this course are to, introduce students to the importance of marketing accountability, describe in detail the meaning and analytical workings of key marketing performance metrics, and present students with a road-map for selecting the appropriate marketing metrics given specific marketing-related decisions.
Nielsen Retail Measurement
Nielsen is a leader in collecting, analyzing and creating practical knowledge across all retail sectors in more than 100 countries. Based on this extensive know-how, Nielsen has developed its own methodology for digesting and making sense of the vast retail data available today. This course aims at providing students with the Nielsen methodology; more specifically, to help them familiarize with different retail market facts and terminology, follow standard procedures so as to analyze retail data and solve specific quantitative business issues, and learn how to further dig into data and use alternative information sources simultaneously in order to resolve qualitative business issues.

5th Period | May - June

Courses Credit Hours
Marketing Engineering
While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering i.e., a combination of art and science to solve problems. This course is about putting together important marketing concepts, data, analyses, and spreadsheet decision models to learn about customers and competitors and to design marketing plans. Marketing engineering is about computer assisted marketing analysis and planning.  Upon completing the course students should be able to a) move from opinions-based decision-making (conceptual marketing) to data-based decision making, b) use spreadsheet software in order model important strategic marketing phenomena (Segmentation, Positioning, Valuing Customers etc.) and c)  learn to work with market response models (marketing inputs, functions, and objectives).
Personal Selling
This course is an applied introduction to professional selling. The course is designed to provide students with functional skills and tools (i.e., resourses, technology and systems, informational and interpersonal skills) allowing them to manage the selling process successfully. Indicative course content includes the following: fundamentals of the professional selling process, dealing with buying objections, closing the selling process, adaptive selling, consultative selling, service and sales relationships,  sales force automation tools and ethics in the selling process.
Marketing Consultancy Project (upon availability)
This is an applied course that gives students the opportunity to systematically explore marketing topics from the program in a real company setting. The course focuses on the development of practical managerial skills through the implementation of a group-based marketing consultancy project with an organization. Students are expected to work in groups on a consultancy project that will address specific marketing issues and problems that are of practical relevance to an individual company and explicitly elaborate on theoretical topics from the core courses.
Internship (upon Availability)
An Internship brings together the academic with the business world, providing benefits both to students and to companies.  It has the status of a course, hence it is an obligatory requirement for the fulfilment of the M.Sc. Degree, it carries credits and it is graded.  The expected duration is three (3) months, from beginning March to end May. The benefits for students include the opportunity for the blending of academic and on-the-job learning; the use of the explicit knowledge gained during the program, the attainment of tacit knowledge, the development and diversification of skills, the acquisition of work experience, the identification and/or refinement of career goals, the creation and/or development of a professional network.  The benefits for companies include the opportunity to meet some company needs with highly qualified and motivated students, the identification of talent for potential future employment, the enrichment of current perspectives and practices with the intern’s novel ideas, the enhancement of social responsibility activities.
Dissertation (upon availability)
The Dissertation is a research project of a student’s special interest in a faculty member’s area of expertise. The students will have the opportunity to construct a detailed plan of a research and write a report covering a review of the relevant literature, the research questions, an explanation and justification of the design, a description of the conduct and analysis of the research, and a discussion of the findings in relation to the literature and methodological issues.


The Professors

Academic Director
Christos Koritos Associate Professor of Marketing

Dr. Koritos has teaching and research interests in the areas of Consumer Psychology, Marketing of Services, Advertising, Corporate Social Responsibility, and Strategic Management. His research focuses on consumer adoption of innovative distribution channels, consumer perceptions of quality in well known versus private label brands, rhetoric in advertising, and attitude formation.

alba profile link
Course Faculty
Associate Professor of Finance and Quantitative Methods view more
Evangelia Baralou Academic Director of the MSc in Tourism Management
Senior Lecturer in Organisation Studies, Open University, UK view more
Professor of Marketing, Loughborough University view more
Professor and Chair of Information Systems at Boston University view more
Christos Koritos Academic Director of the MSc in Marketing
Associate Professor of Marketing view more
Assistant Professor of Marketing, IE Business School view more
Associate Professor of Marketing, The Theodore Papalexopoulos Chair in Sustainability view more
Stefanos Zarkos Associate Dean of Academic Programs, Academic Director of The Alba MBA & MSc in Entrepreneurship
Associate Professor in the Practice of Finance view more
Sir Julian Hodge Professor of Marketing and Strategy, Cardiff Business School view more


After completing the program participants should be able to:

  • Apply relevant marketing knowledge to simple and complex marketing problems.
  • Readily transfer practical skills and marketing tools to professional marketing positions.
  • Strategically think about markets, product and service offerings
  • Analyze customers, competitors, and the internal company environment in a creative and measured way.
  • Design, implement and tangibly evaluate marketing programs.


Scholarships Scheme

You can secure pre-approval of your scholarship, before you apply for admission to the MBA or MSc program of your choice.

Apply for scholarship

GMAT Scholarships

Scholarships of 40%  for MBAs and MSc programs for GMAT ≥ 700

SEV (Hellenic Federation of Enterprises) Scholarships

Partial scholarships of 50%  to Small and Medium Enterprises – members of SEV, offered as rewarding services to the members of the Federation.

Theodore Papalexopoulos Scholarships

Partial scholarships,for various programs, based on a combination of academic/professional performance & potential 

Next Generation Family Business Scholarship

Two (2) merit-based scholarships of 50% to a member of the next generation of a family business for several MBA & MSc programs


To be considered for admission, candidates must:

  • Hold a bachelor’s degree; - Provide evidence of excellent command of the English language;
  • Need to be currently employed or self-employed (valid for the part time mode only) GMAT tests are optional unless the Academic Committee requires the applicant to take them: in any case, scores of 550 or more (GRE >155) can strengthen your application and help you secure a scholarship.

Candidates must submit:

  • The completed application form, including one recent photograph in jpeg format;
  • Two letters of recommendation in Greek or in English language.
  • Official Academic Transcripts as well as Certified copies of degrees from each undergraduate, graduate or professional degree earned;
  • Proof of competence in the English language (unless schooled in English), e.g. Proficiency or TOEFL or IELTS.
  • Three Essays, as indicated in the Application form;
  • Receipt of the non-refundable application fee's [€60] deposit

Click here to download the details for admission.

To learn more about academic policy, course credit policy, fees policy and rules for student conduct read the Student Handbook.


Get in touch with us
Vicky Moschopoulou Program Manager

We urge applicants to request further information or to come for a meeting at our downtown campus, in order to better understand their profile and motivations.

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Tel.: +30 210 89.64.531-8

Fax: +30 210 89.63.302


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