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SBWLs (Bachelor)

The Department of Marketing offers five different specializations (SBWLs). Each of these five SBWLs offers 45 available seats in WS 23/24. Please see the links below for detailed admission criteria.

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 Digital Marketing

Information technology and interactive online media dramatically change an increasingly dynamic marketing landscape. The SBWL Digital Marketing recognizes these challenges and prepares students to excel in such dynamic business environments. We offer research-driven course content and training in first-rate tools for business analytics. Collaborations with corporate partners offer our students to translate their acquired skills in digial marketing into business practice.

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