Master of Science - Marketing - Practice Semester

In the digital age, marketing is no longer just about isolated advertising or communication measures, but about the holistic and strategic approach taken to managing a company’s customer relationships. Decisions concerning the selection of relevant markets or target groups on the one hand and suitable products and services on the other lie at the core of any company’s business model and thus play a significant role in determining its long-term success. Our Master in Marketing degree programme will enable students to get to the heart of these complex market demands and make data-based decisions about relevant strategies, while at the same time making space for creative solutions. They will then not only be able to devise communicative campaigns, but also strategically develop brands, business areas and market-oriented organisations. To this end, students will familiarise themselves with the essential instruments and strategies and work on real company projects. This combination of theory and practice, taught by high-calibre experts from the scientific community and business world, prepares students for the marketing challenges of the future. Whether at start-ups or large corporations, with a strategic vision and the ability to implement ideas effectively, lasting brand success can be secured. The degree programme consists of four semesters (120 ECTS) and closely intertwines theory and practice. In cooperation partnerships with companies, students work on real projects and develop innovative strategies while receiving continuous supervision and individual coaching from lecturers. In the first semester, besides the onboarding project in a practical setting, the analytical and strategic foundations are laid in basic modules. The second semester offers the opportunity to specialise in certain areas by taking elective modules, while gaining more in-depth practical experience in the marketing consulting field study. The final two semesters of the programme are focused on an internship with a company (Practice Track) and the completion of a final thesis. The master’s thesis can be closely linked to a company-specific matter.