Marketing studies

Welcome to the world of business! This module will give you a solid introduction to business administration and economics. You will learn how companies make decisions, how markets work and how to analyze economic relationships - from corporate management to macroeconomic mechanisms. An indispensable foundation for your entire degree course.

Numbers, data, facts - but with brains! Here you will learn the mathematical and statistical tools that you really need in marketing: from differential calculus to data analysis. You'll be surprised how much math there is in everyday marketing - and how easy it can all be to understand.

Understanding people, shaping markets. This broad introductory module combines marketing, HR management, business psychology and soft skills in one. You will learn what drives people, how organizations work and how to develop your own communication and personality - the perfect start to your studies.

How do figures become decisions? You will immerse yourself in the world of bookkeeping, cost accounting and financing. You will learn how to read annual financial statements, evaluate investments and base business decisions on a financial basis. A real competitive advantage for budding marketing professionals.

How do you find out what is really true? You will learn how scientific studies are structured, how to collect and analyze data - from questionnaire construction to data analysis. These skills are indispensable today when it comes to making marketing decisions.

Fit for the digital working world. You will learn the basics of business informatics, understand how artificial intelligence and digital technologies are changing the business world and master Excel as an indispensable work tool. If you want to shape the future of marketing, you need to understand the digital transformation.

Being right and getting right. You will gain a practical overview of civil law, commercial law and company law. You will learn how to assess contracts, recognize legal risks and act with legal certainty in business situations - an important basis for later marketing decisions.

Read and interpret data correctly. You deepen your research skills: with statistics and hypothesis tests on the quantitative side, with interviews, observations and qualitative analysis on the other. Both together will enable you to make sound judgments and intelligent decisions.

Successfully placing products or services on the market. This module is all about how to develop the right marketing and sales strategy. You will learn how to skillfully combine the four pillars of the marketing mix, namely product, price, communication and sales management, in order to not only reach customers but also inspire them.

Away from the "throwaway society" and towards a circular economy. You will learn how sustainability is firmly anchored in the core business of companies, how we can make the economy fit for the future from the ground up and how companies can assume social responsibility as part of their corporate social responsibility. It's about recycling, upcycling, durable product design and new sharing models that conserve resources and are profitable at the same time.

There is a psychological process behind every purchasing decision. You will delve deep into the fascinating world of human experience and behavior in an economic context. You will not only learn why we buy what we buy, but also how companies use media and advertising in a targeted way to position brands effectively and successfully appeal to customers.

A brand is more than just a logo - it is a promise to customers! You will learn how to turn a mere product into a sought-after brand and at the same time manage the operational structures. You will combine the creative power of brand management with strategic marketing management and the logistical precision of value chains to ensure that the right goods arrive at the right place at the right time.

Welcome to the digital world of marketing! Here you will learn how data-driven business models work and how to develop a holistic marketing strategy in the digital age. You will analyze and use data to reach your target group exactly where they are - with the right message and the support of operational digital channels such as social media marketing or email campaigns.

The adventure awaits! In the 5th semester, you will either complete an internship in a company in Germany or abroad or study for a semester at an international partner university. You gain real work experience, broaden your horizons, make international contacts - and come back with stories and skills that no textbook can provide.

Swap the lecture hall for the real business world. In the practical marketing project, you apply your theoretical knowledge directly to a real business problem, often in collaboration with a practice partner. You will work on a real case study, develop well-founded marketing concepts - from market analysis to operational implementation - and learn how marketing works "in real life".

Spoilt for choice! In the elective area, you have the opportunity to supplement your degree programs and set your own focus. Whether finance, consulting, entrepreneurship or international markets - here you will find modules that will broaden your horizons and prepare you optimally for your career start.

Your masterpiece. In your Bachelor's thesis, you show what you have learned during your studies: You work independently on a scientific or practical question from the field of marketing, place it in the current state of research and develop well-founded conclusions. A real milestone on the way to your career.