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.
Starting winter term 2021/22 our specialization „Marketing and Consumer Research“ will also be available in the BBE program.
The value of Marketing and Consumer Research - Your benefits
Our specialization equips students with comprehensive knowledge being essential for any position in marketing and related fields. In particular, Marketing and Consumer Research focuses on the following:
Relevant insights into the fundamentals of consumer psychology
Creating and delivering value at the main consumer touchpoints such as branding and marketing communication
The toolbox of marketing research methods, analyzing, interpreting and synthesizing data (making sense of data)
Applying consumer-centric marketing knowledge in real-life practice projects
Students of Marketing and Consumer Research - Our expectations
Students of our specialization are curious about the fundamentals of human behavior, ready to work on real-life cases and challenges, think critically and work with various resources including top-level academic research. They are excited about empirical work including qualitative, quantitative and experimental approaches, able to work with and synthesize data, interpret and derive implications for various stakeholders, including consumers, society, policy makers and businesses. They are open-minded and interested in studying relevant topics of our contemporary society, such as sustainable consumption behavior, privacy issues and ethical concerns.
After Marketing and Consumer Research – Your career perspectives
The specialization “Marketing and Consumer Research” equips students with an encompassing knowledge-base for any related master’s program or professional career directly after the bachelor’s degree. Graduates have excellent job prospects within various areas of marketing and related fields, such as customer insights, product and brand management, marketing management, customer relationship management, consulting, advertising, market research, consumer protection and behavioral science.