Structure & Content
The WU Marketing Master is a full-time, 4-semester program. Over the course of your studies, you'll acquire theory-based knowledge and methodological skills with a strong practical orientation.
Our comprehensive curriculum prepares you for the dynamic and technologically innovative nature of contemporary marketing so you can succeed in creating cutting-edge marketing solutions.
Day 1 MSc Marketing - follow us…
Day 1 MSc Marketing - follow us around
Below you will find our new 2-years program's overview. The new curriculum will start with the study year 2021/22 (1st October, 2021).
Attention: Please check WU's Course Catalog for further details on the beginning of the winter semester 2020/21.
Please have a look at the syllabi for courses’ exact times and places. If courses' syllabi for the upcoming semester are not online yet, please refer to older syllabi as content remains relatively consistent.
In your first year, you develop an in-depth understanding about marketing and learn how to apply key research methods. You gain knowledge in the areas of consumer understanding, marketing strategy, business models, as well as on various operational topics. Personal development courses complement the curriculum of the first year.
1st Semester – Foundation
Relevance of Marketing for Business
Management by Experiments
Global Marketing Strategy
Business Software Skills*
* subject to change
2nd Semester – In-depth Knowledge
Customer Value Management
Retailing & Sales
Business Modelling & Innovation
Marketing Research Workshop
* subject to change
In your second year, you can choose electives across three areas of specialization: Current Challenges in Digital Marketing, Marketing for a Better World and Advanced Topics in Marketing.
Most electives are joint projects with companies, thus offering you the opportunity to apply your theoretical knowledge and come up with your own real life business solutions. Year 2 concludes with the final course Marketing 360 degrees organized in cooperation with national and international corporate partner and with your master thesis.
The program's flexible structure allows you to spend one or two semesters of your second year at one of WU’s 130 partner universities. For selected students we provide the opportunity to join our Double degree program with the well-known Italian university Bocconi. For more information, please see Exchange and Double degree.
3rd Semester – Specialization: Mix & Match your Electives
Elective subject areas (choice of five)*
Current Challenges in Digital Marketing, e.g.
Digital Communication Strategy
Digital Business Models
Digital Marketing Automation
Marketing for a Better World, e.g.
Charity Marketing & Donor Management
Doing Business in Africa
Sustainability & Green Consumerism
Contemporary Modes of Consumption
Marketing for the climate
Advanced Topics in Marketing, e.g.
Pricing Project Challenge in a B2B-Marketing-Context
Advanced Marketing Research Methods
Global Branding Strategies
Current Challenges in B2B Marketing
High Technology Marketing in B2B Markets
Developing and Implementing Marketing Strategies
Key Account Management
* subject to change
4th Semester – Synthesis
Marketing 360 degrees
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.|
Curriculum MSc Marketing
New Curriculum Master's Program in Marketing (as of study year 2021/22)
Current Curriculum Master's Program in Marketing (study year 2020/21)
Experience our classrooms
Modern teaching methods and small classroom sizes are essential to ensure high quality learning outcomes. Our faculty team provides a supportive and collaborative classroom experience that prepares you to succeed in real-world marketing challenges. Furthermore, our classrooms feature state-of-the-art equipment and an internet-based learning platform that helps you track your progress and in-class performance.