Profile and Content

Global challenges and local requirements, societal changes and disruptive technologies require a market-oriented and reflective spirit in order to establish successful and sustainable businesses. Continual product, process and capability innovation as well as carefully building and maintaining relationships with important stakeholders is key to meet these challenges. This program approaches these challenges with a marketing and branding mindset, which emphasizes the creation and nurturing of value-enhacing stakeholder relationships as the basis for organizational success. To foster a truly multi-cultural participant profile, the program is conducted in English. The program is based on the Faculty of Business and Management’s research focus in the field of marketing, services and branding as well as its close relationships with national and international academic partner institutions, companies and non-profit organizations.

Program Guidelines

In accordance with the qualification profile, the program is based on six pillars:

Research-based Learning

The program facilitates research-based learning by turning students into "reflective practitioners". The focus on reflective skills and the enhancement of (social, communicative, and work-relevant) "self-competencies" are central elements of the program.

Experience-based Learning

Marketing and branding practice plays a significant role in the program. From the very beginning, co-operation with companies and other organizations together with participants’ active reflection of prior and current experiences in the field will ensure experience-based learning.

Digitalization and Sustainability

The program prepares students for their future tasks in sustainable and higly innovative companies and organizations. Apart from modules explicitly dedicated to digital marketing and sustainable management, for example, we will put particular focus on these and other timely topics throughout all courses.

International and Multi-cultural Perspective

The international and multi-cultural perspective of the program is ensured through selected contents, co-operation with top-ranked international institutions, outgoing students potentially completing one or more modules of the master program at partner universities, and international incoming students participating in the master program at the Faculty of Business and Management.

Diversity of Approaches

An open attitude towards diversity and the ability to reflect and communicate ‘across boundaries’ are important goals of the program. Thus, a number of different and complementary forms of learning are practiced in the various modules. Small groups and courses foster the acquisition of relevant knowledge and methodological self-confidence through explorative elements, field studies and a step-by-step process of becoming independent in the learning process.

Elective Courses

Having accomplished the curricular core program, students have the opportunity to choose from a variety of courses. Among them: Integrated Communication, Social Listening, Marketing Performance Management, Pricing Strategy, Sustainability, or Customer Experience Design.  

Structure of the Program

The Master's program allows completion within two years. The program consists of 10 modules and a master thesis. The total number of student contact hours is 540. The overall sum of ECTS credits for the modules and the master thesis is 120. Students acquire different kinds of knowledge:

  • Conceptual knowledge focusing on subject matter competencies.
  • Methodical and instrumental knowledge focusing on work-relevant, skills-oriented and methodological competencies.
  • Reflective knowledge focusing on personal, social and self-competencies.


Term 1 Market Research & Data Analytics (10 ECTS)

   Strategic Marketing & Branding (10 ECTS)  
  Digital Marketing (10 ECTS)  
Term 2
Intercultural Brand Building & Leadership (10)
    Cross-media Brand Communication (10)
    Multi-Channel Distribution & Pricing (10)
    Consumer Trends (10)
    Marketing Controlling & Brand Monitoring (10)
    Customer Experience Management (10)
    Product & Service Design (10)
    Current Topics (10)
Term 3 Advanced Research (10 ECTS) Sustainable Management (5)
    Market Understanding & Sensemaking (5)
    Marketing Ethics  (5)
    International Marketing (5)
    Social Listening & Market Ethnography (5)
    E-Commerce (5)
    Current Topics  (5)
    Numerous other electives  (5 or 10)
Term 4 Thesis (25 ECTS)

Thesis Concept (2.5 ECTS)

Thesis Seminar (2.5 ECTS)
Master's Thesis

The master's thesis is to be completed in the fourth semester. It offers the opportunity to apply acquired knowledge and methods in competent research of strategic management questions.

The topic of the master's thesis must be meaningfully related to the content of a compulsory or elective module completed by the student and should combine empirical questions and conceptual considerations.

Co-operation with companies and non-profit organizations is possible but not a must.

Academic Degree

The degree "Master of Science" (abbreviation: M.Sc.) is awarded to students on successful completion of the entire program.

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