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.
"I finished the Marketing and Consumer Research specialization in SS22 and can say that it was one of the best decisions during my studies to take this specialization. It did not only provide me with interesting and up to date marketing knowledge, but also gave me the chance to put my new learnings into practice while working on projects with companies like Henkel, WWF and Loop. What I especially liked is the diverse style of teaching at MCore. Next to inspiring lectures, I also had the chance to participate in a lot of group projects where we always received great support and feedback from our lecturers. Additionally, guest-lecturers as well as excursions to companies provided interesting insights from marketing practitioners and gave me an understanding about how working in marketing can be. Thanks to MCore I discovered my passion for marketing and now know that this is the field where I can see my future career. This is why I can only recommend you to take this specialization! If you want to expand your marketing knowledge and dive deeper into the field of consumer psychology, MCore is the perfect specialization for you!"
Nina Gaßner, BSc, mcore Student Ambassador 2023, Fell free to contact Nina: firstname.lastname@example.org
Our specialization „Marketing and Consumer Research“ is also 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
As a m.core student, you profit from
Our award winning courses (Innovative Teaching Award 2021, Nomination for the Ars Docendi 2022, Innovative Teaching Award 2023).
An international and interdisciplinary faculty
A strong business focus and highly practice-oriented learning
Moreover, you have the exclusive opportunity to participate in the m.core High Potential Award powered by Henkel (more information here).
"What I particularly liked about this specialization is the versatility of the course offerings, ranging from market research to communication planning to brand management. The mix of exams, seminar papers and projects with renowned project partners is a perfect preparation for both master programs and the start of a career, which adds to the attractiveness of this SBWL. As another bonus, all employees of the m.core institute do not only provide their students with in-depth knowledge, but also show a lot of commitment, be it in lectures or in the supervision of theses."
Julia Pernt, MSc, Senior Brand Managerin, Winkelbauer GmbH
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.
"The SBWL offered a combination of indepth information about consumers, marketing theories and a practical orientation. The cooperation with prestige companies let me gather real-life experience, which I immediately can implement in new challenges. The expertise I gained from the specialization prepared me perfectly for the marketing world. I am now able to start right away in a position where I can make a real change and where my knowledge is highly valued."
Kristina Kuschnig, MSc, Projekt Manager, ACTS Communication GmbH