This Master in Marketing program focuses on marketing instruments and market research analysis. Special attention is given to acquiring competence and scientific methods required to find solutions to marketing 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 marketing research. Each of these consists of several core modules and options. Within the ‘marketing management’ specialism, modules cover subjects such as strategic marketing, consumer marketing, service marketing and business-to-business marketing. The ‘marketing 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.
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.
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.
This school offers programs in:
Last updated March 15, 2016