For 2020-2021 academic year, we offer a European Master in Customer Relationship Marketing program (MERCURI).
MERCURI is an integrated European Master Program, jointly developed and implemented by four European universities: Katowice University of Economics (Poland), Grenoble INP Institute of Engineering and Management, Univ. Grenoble Alpes (France), Aschaffenburg University of Applied Sciences (Germany), Universidad Cardenal Herrera (Spain). The Mercuri Master's degree spreads over four semesters, with students spending one semester in each of the partner countries.

The Mercuri curriculum focuses on Customer Relationships Marketing. Its objective is by critically addressing the nature of relationships between customers and companies, to train marketing professionals, who are capable of understanding the challenges of customer relations, defining strategies in this field, and implementing them in an intercultural context.

Taking full advantage of the development of Big Data and artificial intelligence to get to know customers/consumers better while maintaining human contact and creating value for all stakeholders are two of the many contradictory injunctions that Marketing has to cope with nowadays. Customer relations is, therefore, a high-stakes area for marketing today.

Strengths

The training program has four unique features:

  • it familiarizes students with the extreme complexity of customer behavior;
  • it provides an in-depth analysis of the rules, conditions, and fundamentals of market strategies and managerial decision-making;
  • it provides an entrepreneurial culture oriented towards innovation;
  • it develops leadership, primarily through intercultural teamwork.

English, as a training language, and living, learning and working in four different countries are fundamental tools to acquire and harness a genuine international culture of management

An active pedagogy based on intensive teamwork to implement field projects and solve case studies

An Advisory board which includes customer relations professionals, to meet the expectations of the job market

Experienced and high-quality faculty staff. Most of the teachers involved in the Mercuri program are seasoned, and experts in their domain. Many regularly publish internationally in scientific marketing journals and supervise PhDs. Their theoretical insights and critical view of marketing practice give great value to their contribution. But this value is reinforced, in a complementary way, by the practical dimension provided by the numerous professional speakers in the program.

Enviable working and living facilities

All four partners offer high-quality premises and working conditions. Regarding Grenoble IAE School of management, in particular, we provide:

  • Modern, well-equipped, buildings especially in IT resources (hardware and diverse data analysis software);
  • Access to electronic databases and to a library inside the school to facilitate research work;
  • An exceptional on-campus student life, in a preserved natural environment, enabling the practice of a variety of sports, including, of course, all those related to outdoor and mountain activities

Who is this program for?

Students possessing a Licence of Bachelor’s degree, preferably with at least basic training in business and economics, are invited to apply. The Mercuri track is also open to students from a wide array of disciplines, including engineering, agronomy, health, political studies, psychology, sociology, literature, or foreign languages, provided they show a marked interest in consumer behavior, interpersonal relationships, and marketing.

As English is the teaching language, students need to have an excellent command of it. A B2 grade (CEFR) would be a minimum.

This program also targets students who are open-minded, cosmopolitan, and, more generally, wish to build a professional career path in an international context.

Download the brochure