Management & Marketing

Increasing competition in the age of globalization confronts marketing with huge challenges, which can only be met by using a systematic approach based on a comprehensive and strategically conceived analysis. To meet these challenges, companies need well-trained, innovative, and proactive specialists for both their business operations and their marketing services (market research, advertising, consulting).

Content and idea

The Management & Marketing program takes up these changing market conditions. The contents and methods of this program seek to provide students with a thorough understanding of consumers in both society and business. Students learn to optimize advertising and communication through careful research. The main focus lies on linking different academic disciplines and involving an orientation toward practical application. In addition to providing students with fundamental specialist knowledge and research results, we also develop real-life business lessons in collaboration with various partners in practice.

Structure

In the first and second semester of this major, students gain core competencies in the field of service marketing, statistics for market research, cognitive psychology, strategic marketing as well as advertising psychology and consumer behavior. Within the scope of a challenging research project, students work in a team to address questions of practical relevance that can be looked at from an either disciplinary or interdisciplinary perspective. By choosing one optional mandatory each in the first three semesters, students can deepen their knowledge in one of the following areas of focus: brand and sales management, psychology (especially market and consumer psychology), and tourism management.

The third semester gives students the opportunity to deepen their specialist knowledge in major-specific electives or broaden their competencies by choosing one cross-disciplinary elective. The major in Management & Marketing offers the following subject areas: marketing organisations management, customer relationship management, international marketing, and behavioral decision making. Students are recommended to plan their study abroad in the third semester.

From the first to the third semester, students complete, apart from the modules in their major, additional modules as follows: In the field of Management Studies, students further deepen their specialist skills in management by completing a total of three modules; the cross-disciplinary Complementary Studies program, also comprising three modules, provides students with the general academic foundations reflecting on science. The special focus of this program allows students to familiarize themselves with modes of thinking and working methods reaching beyond disciplinary boundaries and, as a result, to develop different strategies for solving problems arising in science and practice.

In the final semester, students write their master's thesis and attend the accompanying Master's Forum.

Prospects

The degree program prepares students to take on analytical, conceptual, consulting, and strategic responsibilities. Graduates have a wide range of career options available to them. They range from working in advertising agencies, market research institutes and consulting firms to assuming leadership functions, particularly in the fields of marketing, product management, advertising, market research, and sales. The program also prepares students for functions in government institutions and non-profit organizations, since even here marketing is of increasing importance. Students with tourist management as their focus area of study can pursue leading positions in tourism companies and destination management as well as in traditional service industries and the entire leisure industry.

Upon completion of the graduate program of study, students are awarded the Master of Arts (M.A.) degree.

Aspirants

The major is targeted particularly at graduates with a bachelor’s degree, or equivalent, in business economics, business psychology, and tourism management as well as at domestic and foreign graduates with comparable focus areas of study. Admission requirements include, among other aspects, an above average transcript from the previous degree as well as adequate knowledge of the English language.

For further information about admission requirements, please click on the “Application” button.