Structure & Content
The Master Marketing is a full-time program which takes 4 semesters. Over the course of studies students acquire theory-based knowledge and methodological skills with a strong practice orientation.
In the courses of the first year you develop the core knowledge and skills. You will gain thorough grounding in the areas of customer-focused marketing and consumer behavior, research tools and planning techniques, as well as strategic and instrumental aspects of marketing. Furthermore, you will start linking ideas from different areas of your study subjects.
1st Semester – Foundation
The Role of Marketing in a Knowledge-Based Society
Marketing Research Design and Analysis
Global Marketing Strategy
Consumer and Buyer Behavior
Presenting or Negotiating in a Foreign Language
2nd Semester – In-depth Knowledge
New Products Development and Brand Management
Marketing Engineering and Marketing Models
Marketing Metrics and Performance Measurement
In the second year students can specialize in the areas of their interests through several electives to choose from. Additionally, students have the option to develop more towards the qualification as a marketing specialist / executive function or an academic / advanced marketing management consulting career. The second year also offers opportunities to gain international experience through an exchange semester at a partner university or – for selected students – through a double degree with the Università Commerciale Luigi Bocconi, Italy.
3rd Semester – Specialization
Advanced Marketing Research Methods
Electives (choice of four)
Retail and Sales Management
Service Marketing and Customer Relationship Management
Advanced Topics in Marketing Management
International Marketing Management
Advanced Topics in Marketing Communication and Consumer Behavior
Marketing Project Management
Interactive Marketing and Social Media
4th Semester – Synthesis
Marketing and Society Interface
Marketing Study Project
Courses of the 1st and the 3rd semester are only offered during the winter semester; courses of the 2nd and the 4th semester are only offered during the summer semester.
For detailed information on the courses please use our learning platform.