Students with knowledge of marketing are highly sought after and can work in many different areas. Companies frequently search for product and brand managers as well as employees for customer relationship management, sales, or in market research. In addition, consulting firms and agencies offer interesting jobs, e.g. in online marketing, advertising, media planning, or PR.
To properly educate students for these very heterogenous fields, foundational knowledge of business administration and marketing must be taught. Many important topics are covered in the basic module “Marketing and Production Management”. In this module, we teach the strategic and instrumental perspectives of marketing. The focus is on analyzing a company’s strategic situation, formulating, evaluating, and selecting market-based strategies, and the systematic use of marketing tools in the areas of product, price, communication, and distribution management.
More specific information is covered in the advanced marketing seminars. In this part of the degree, we offer courses on consumer behavior, market research, sustainable marketing, and innovative marketing.
Specialized practical knowledge is taught in hands-on projects, market simulations, and case studies. Here, “practical” does not mean directly applying example solutions but practicing general problem-solving strategies for the professional world.
The marketing education has an empirical focus and draws on formal sciences such as statistics and computer science for the purpose of application. It therefore makes sense to combine studies in marketing with similar subjects, e.g. empirical innovation management, management studies, or information systems. Combinations with management functions that are closely related to marketing such as controlling or organization are also suitable choices. Accompanying studies in information systems, statistics, and psychology can provide suitable complements to the program.