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SBWLs (Bachelor)

The Department of Marketing offers five different specializations (SBWLs).

SBWL Marketing and Consumer Research

Customer insights are among the most valuable resources of our times. Understanding human beings in their role as consumers is of utmost importance, from a managerial, societal and individual consumer perspective. A deep understanding of consumer behavior is a timeless asset and crucial for any position in a market-oriented business or organization. The specialization Marketing and Consumer Research provides students with a comprehensive training in this vital area.

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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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