MSc in EBA - Customer and Commercial Development

By combining tools and theories from customer insights and data analytics with knowledge of digital platforms and business model innovation you will learn to strategically position digitally based marketing and sales functions. Working with this omni channel management focus will enable you to develop and optimize integrated marketing and sales functions to create customer value, increase business performance and implement commercial excellence.



This concentration has a strong focus on the impact of digitalization on customer and commercial development in marketing and sales functions.

You will learn how to utilize the new opportunities that come with the implementation of digital strategies and multiple platforms for increased reach and efficiency as well as customer value and interaction. Through an understanding of how these new methods, tools, techniques and technologies drive the digital transformation of marketing and sales functions you will learn how this affects the company on both the strategic level, operational level and the business performance level. With this Omni channel management approach you will learn to effectively build, manage and strategically position digitally based integrated marketing and sales functions across multiple channels and markets.

You will understand how theories and concepts of consumer behavior and customer dialogue can be used to increase customer value, satisfaction, and loyalty, and provide valuable insights in the design and alignment of integrated marketing and sales activities. You will learn how to use multiple platforms to secure a holistic and relevant customer journey in all touchpoints and provide a streamlined and personal communication. This insight will allow you to utilize the new opportunities deriving from increasing digitalization and customer engagement to create innovative business models which may increase customer value and drive business performance and growth.

You will learn how to translate corporate strategies into marketing and sales strategies for different markets and segments, and understand how to adjust sales methods and selling behavior in relation to a specific market and strategy. You will also learn how to adjust the strategy and organization of the sales force and apply tools and techniques for measuring and managing profitability and value creation across customers, products, channels, markets etc. to facilitate sales strategy development and implementation.

You will work with data analytics about customers, markets, competitors, transactional sales data, product mix data, and even real time data. Thiswill provide you with the ability to transform data into relevant information on sales performance and efficiency, but also to develop key performance indicators for revenue and business profitability. By combining this with costs, profitability and value creation tools and techniques you will be able to provide a transparent fact-based financial foundation for strategic sales decisions and make accurate predictions about customer needs and how customers behave in the future.

By simultaneously working with customer interaction and communication, the innovative business model and strategy, and the organization and management of the salesforce, you will learn to optimize sales efficiency, customer value and business performance.


Customer and Commercial Development is a two-year master programme that is divided into 4 semesters. The first year is a mix of quearter courses and full semester courses and consists of eight compulsory courses. The third semester consists of elective courses and the fourth semester finishes off the program  with the master thesis


Through Customer and Commercial Development you can also apply for the CEMS Master programme in International Management as a double degree option.


1. semester 2. semester 3. semester 4. semester
Creating Innovation and Customer Value (7,5 ECTS) Business Intelligence and Customer Insight (7,5 ECTS)

Electives or Exchange or CEMS (30 ECTS)

Master Thesis (30 ECTS)
Big Data Commercial Strategies (7,5 ECTS) Developing and Incentivizing Sales and Marketing (7,5 ECTS)
Business Models for Digital Platform Ecosystems (7,5 ECTS) Customer and Firm Profitability (7,5 ECTS)
Sales Implementation (7,5 ECTS) Commercial Business Project (7,5 ECTS)
The page was last edited by: Student Affairs // 03/12/2018