This program focuses on the function of marketing and instruments used in marketing and market research analysis. Special attention is given to acquiring the skills required to find solutions to marketing-specific problems. An interdisciplinary approach covering marketing, psychology, communication studies, business computing and statistics is complemented with a large amount of work-related application of theory.
Structure and Content
Building on a comprehensive foundation program (e.g. product, communications, pricing and sales policy) students then choose between two specialisms: marketing management and market research. Each of these consists of several core modules and options. Within the ‘marketing management’ specialism, modules cover subjects such as strategic marketing, consumer goods marketing, service industry marketing and business-to-business marketing. The ‘market research’ specialism predominantly deals with methods of market research and their applications. The final component of the program is a master’s thesis written during the fourth semester.
Career Aims
Jobs with a direct marketing connection, such as strategic marketing, marketing management, sales and key account management, also market research in business and industry (producers, trading companies, service industries), jobs with market research institutes and consultancy groups.
Target Group
Graduates with a “Diplom“ or bachelor degree in a business, economics or a social sciences subject from a university or a university of applied sciences.
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