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Bachelor / SBWLs

The Department of Marketing offers five specializations (SBWLs) which reflect the academic expertise of each Institute.

SBWL Consumer Research & Marketing Communication

The Consumer Research & Marketing Communication specialization equips students with skills and knowledge in core marketing areas such as consumer behavior, marketing communication and brand management. Focusing on business practice it prepares students for a successful marketing career.

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SBWL Retailing and Marketing

This program offers students a well-founded education in marketing theory, methods and techniques with a retailing-management orientation. Students gain valuable qualifications for their future careers. Empirical projects included in the curriculum provide graduates with important skills, knowledge and experience.

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SBWL International Marketing Management

International Marketing Management focuses on identifying opportunities and risks in global market environments. A variety of teaching approaches, such as case studies and business simulations, help students learn how to develop global marketing strategies. The language of instruction is English.

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SBWL Marketing

The program aims to train students’ marketing-relevant problem solving skills. An emphasis is put on marketing planning, marketing mix instruments, and applying qualitative and quantitative research methods to solve real-world marketing problems. 

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SBWL Service & Digital Marketing

The Service & Digital Marketing program prepares students for the specific challenges of an increasingly service-dominated, digitalized business environment. The SBWL’s aim is in particular to equip students with marketing analytics skills, which have become essential for marketing managers.

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Department of Marketing