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.
Program Structure Overview
Please find our 2-years program's overview below.
Attention: For first-year students the winter semester starts in the last week of September!
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 courses, you'll acquire core knowledge and skills. You will gain a 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 academic 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 your second year, you can specialize in the areas that interest you most by choosing from a variety of electives. Additionally, students can opt to aim more towards a qualification as a marketing specialist / executive function or towards 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
Elective subject areas (choice of four)
Retail and Sales Management (e.g. Pricing Project Challenge in a B2B-Marketing-Context)
Service Marketing and Customer Relationship Management
Advanced Topics in Marketing Management (e.g. Doing Business in Africa)
International Marketing Management (e.g. Global Marketing Strategy)
Advanced Topics in Marketing Communication and Consumer Behavior
Marketing Project Management (e.g. Developing and Implementing Marketing Strategies)
Interactive Marketing and Social Media
B2B Marketing (e.g. High Technology Marketing in B2B Markets)
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.|
MSc Marketing Brochure
MSc Marketing Brochure
Curriculum Master's Program in Marketing
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.