Marketing (starting in winter semester 2012/13)

"Marketing is much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view." (Peter F. Drucker)

Marketing: A customer-focused management concept in a changing world

The master’s program in Marketing provides our graduates with the necessary knowledge and skills to gain a thorough understanding of the challenges, customer-focused business and non-profit organizations are confronted with. Marketing traditionally helps these firms in creating value by identifying the needs of their customers and providing them with innovative products and services. But in a globalized world that is changing rapidly, there are several new developments which affect current and future marketing practices:

  • Effective marketing has to combine well-established planning and research techniques with a process of adaptive experimentation for more rapid learning and improving decision accuracy.
  • Marketers encounter a growing availability and widespread use of databases derived from consumer surveys, scanner data, and online media data streams. To fully exploit these databases, marketing professionals need to possess advanced analytical and quantitative skills such as statistics, database marketing and market research.
  • Interactive media, search engines, social media, and mobile devices have changed the way consumers obtain information, make decisions, and interact with each other and companies. This requires successful marketers to better understand their customers' current and future purchase and consumption patterns.
  • The current economic crisis and scarce resources makes marketing performance measurement gaining importance in current management practice.

Learning how to satisfy customer needs profitably and responsibly

Our curriculum reflects and responds to this dynamic and technologically innovative nature of contemporary marketing environments. It integrates cutting-edge theory and applications to provide students with the know-how for creating, communicating and delivering value to customers through customized services in a globalized economy. Furthermore, our students learn how they successfully manage customer-firm relationships in a socially responsible way.

An innovative blend of experiential and project-based action learning enhances our graduates’ career skills in major specialized fields of marketing. In the second year of the master’s program in Marketing, our students will have the option to qualify for marketing specialist / executive functions in the industry or for an academic / advanced marketing management consulting career.

This master program is offered by WU’s Department of Marketing, which is made up of five Institutes and one Group:

Establishing ties with top business schools around the globe is high on our agenda and negotiations to establish student exchange programs with top international institutions are underway.

For information about application requirements and admission procedures, please visit our program related websites of the Admissions Office.