Master's Programme Marketing and Branding

Faculty Faculty of Business and Management
Duration / ECTS-Credits 4 semesters / 120 ECTS-Credits
Academic Degree
Master of Science (MSc)
Qualification Level
Master (Second Cycle)
ISCED-11: Level 7, EQF/NQF: Level 7
ISCED-F 0414 Marketing and Advertising
Mode of Study
Study Code
UC 066 617
Curriculum Information on the Curriculum (2021W)*
Language of Instruction English
Admission Requirements
Relevant bachelor's degree or equivalent and Language Certificates
Application It is strongly recommended to commence the programme in the winter semester in order to avoid study delays. If you start in the summer semester you can only attend one elective course.

* Information on the Curriculum (2021W)

The complete version of the curriculum reflects the currently valid version of the curriculum. It is for informational purposes only and is not legally binding. The legally binding version of the curriculum, including any amendments, may be found in the University of Innsbruck Bulletins.

In order to determine which version of the curriculum is applicable in your case, see the Catalogue of Studies,
  available at:
  Section: Current Curriculum version.

University of Innsbruck Bulletins » (Click to open all University of Innsbruck Bulletins)


Relevant bachelor's resp. diploma degrees at the University of Innsbruck:

Proof of general university entrance qualification:

The general university entrance qualification for admission to a master's programme must be proven by the completion of a subject-related bachelor's programme, another subject-related programme of at least the same higher education level at a recognised domestic or foreign post-secondary educational institution, or a program defined in the curriculum of the master's programme. To compensate for significant differences in subject matter, supplementary examinations (maximum 30 ECTS credits) may be prescribed, which must be taken by the end of the second semester of the master's programme. The rectorate may determine which of these supplementary examinations are prerequisites for taking examinations provided for in the curriculum of the master's programme.

In the course of the proof of the general university entrance qualification, the completion of the following core areas within the framework of the completed bachelor's degree programme shall be examined in any case:

  • 92.5 ECTS-Credits Core Area: Economic subjects, therefrom at least 50 ECTS-Credits Core Area:  Business Subjects as well as knowledge of Marketing and Economic Methods
    This knowledge is deemed to have been acquired if at least 10 ECTS-Credits in the Area of Financial and Cost Accounting, 10 ECTS-Credits in Mathematics and/or Statistics and/or Economic Methods and at least 12.5 ECTS-Credits in the areas of Marketing, Commerce, Strategy, Corporate Management or Service management have been successfully completed.

Since the entrance examination can take several weeks, it is advisable to submit the corresponding application for admission as early as possible before the start of the winter semester (1.10.).

Recommended Course Sequence

The exemplary course sequence given below is recommended for full-time students beginning their study programme in the winter semester. The table shows one possible course sequence for the bachelor's programme and is not compulsory. Delays resulting from repeated examinations are not taken into account.

The standard duration of the study programme is 4 semesters or 120 ECTS-Credits, whereby according to the Universities Act of 2002, a workload of 1,500 (real) hours per academic year must be fulfilled, corresponding to 60 ECTS-Credits (one ECTS-Credit is equivalent to a workload of 25 hours).

First Semester »

10.0 ECTS-Credits: Market Research & Data Analytics
10.0 ECTS-Credits: Strategic Marketing & Branding
10.0 ECTS-Credits: Digital Marketing

Second Semester »

10.0 ECTS-Credits: Elective Module
10.0 ECTS-Credits: Elective Module
10.0 ECTS-Credits: Elective Module

Third Semester »

10.0 ECTS-Credits: Scientific Research
10.0 ECTS-Credits: Elective Module(s)
10.0 ECTS-Credits: Elective Module(s)

Fourth Semester »

2.5 ECTS-Credits: Conception of the Master's Thesis
2.5 ECTS-Credits: Research Colloquium for the Master's Thesis
25.0 ECTS-Credits: Master’s Thesis

Graphic chart »

Studienverlauf_MA Marketing and Branding_en

Qualification Profile and Skills

The Master program in Marketing and Branding offers students advanced insights into marketing and branding theory and practice. The programme is internationally oriented and values openness and diversity, creativity and reflexivity. Graduates will enjoy a practice-oriented education, firmly based on current academic knowledge, and develop managerial and social competences, which will enable them to make well-reflected, evidence-based decisions in complex organizational environments and markets.

Expected Learning Outcomes

Graduates acquire comprehensive knowledge of strategic marketing, marketing research, and marketing processes and develop strong capabilities in brand building and brand management. They are able to conduct scientific research and apply the theories and methods of marketing and branding independently. They can serve in leadership positions, shaping occupational, scientific and societal environments responsibly and actively.

Future Prospects: Occupational Profiles and Career Opportunities

The Master's Program Marketing and Branding prepares future mid-level and top-management leaders for various roles in (profit and non-profit) organizations and companies. Graduates acquire the fundamentals to serve in positions as brand managers, management consultants, research executives, destination managers, media experts, marketing or division leaders, and CEOs. The goal of the master's program is to train creative business experts who can excel in various cultures.

Postgraduate and further Studies at the University of Innsbruck

Information about examination regulations, assessment and grading

Examination regulations

The examination regulation is an integral part of the curriculum, detailed information can be found under the paragraph examination regulations.

Description of the applied grading system (including the grade distribution table) »

The grade distribution table is a statistical representation of the distribution of all successfully completed examinations in a given programme of study or subject (based on all registered students for the programme or subject). The grade distribution table is updated in regular intervals.

Austrian grading
Outstanding performance

= 100%


Generally good, but with some errors

Generally sound work with a number of substantial errors

Performance meets the minimum criteria

Substantial improvement necessary; requirement of further work

in process

Overall classification of the qualification

Not applicable
Explanation: An overall classification (mit Auszeichnung bestanden/pass with distinction, bestanden/pass, nicht bestanden/fail) – is awarded only for examinations that conclude a programme of study and consist of more than one subject (an examination of this type is not specified in the curriculum of this programme of study). 

Information about the Programme (in German only)


Contact and Information

Examination Office
Standort Universitätsstraße 15 Piktogramm barrierefreier Zugang

Associate Dean of Studies
Mag. Mag. Dr. Verena Wieser

Dean of Studies
Univ.-Prof. Mag. Dr. Mike Peters

Information for students with disabilities

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