Marketing & Communication, Master of Science

Admission requirements

University degree

• with an economic science component of at least 60 credit points as Magister or Bachelor or with a diploma or state examination. Degrees from accredited Bachelor programmes at vocational academies are equivalent to academic Bachelor degrees, or
• of any subject area and one and a half years of professional experience before, during or after the first degree with a professional reference to the Master’s programme (in this case, the bridging course in business administration must be successfully completed)
• and current employment (exceptions can be made in individual cases)

Details

German-language degree programme Management (Marketing & Communications)
Degree: Master of Arts (M.A.)

In marketing and corporate communications, graduates from disciplines other than economics, such as humanities scholars, often work alongside economists.

For the planning of communication processes as well as their control and monitoring, it is therefore important to complement practical knowledge with sound scientific analysis and planning strategies, in order to perfectly master the interface between economics, marketing and communication.

The programme covers all aspects of successful communication: it qualifies students in a career-oriented way for positions where communication science insights meet economic concerns.

Possible fields of application include industry and trade, agencies and media, as well as market research institutes. Controlling functions or staff units in corporate or divisional management are suitable; moreover, the labour market acceptance of the Master’s degree in the service sector and public administration is very high.


COURSE CONTENT AND STRUCTURE:

The Master of Arts Marketing & Communications programme at the Graduate School consists of a total of 17 modules. In each of the first three semesters, five of these modules are taught, and the fourth semester is dedicated to preparing the Master Thesis together with a concurrent project seminar.

Semester 1: Students learn the most important primary and secondary statistical research methods in marketing concerning target groups and behaviours. In addition, they acquire the key qualifications of modern management and are subsequently able to create a suitable information base for further undertakings and independently develop and apply appropriate concepts of marketing research. The insights gained here form the basis for all other modules of the programme. At the end of the first semester, students master business-to-business interactions, all aspects of programme design, as well as the analysis and design of pricing and terms policies.

Semester 2: Successful marketing strategies are discussed and developed independently. The focus is not only on including aspects of targeted advertising planning for traditional and modern media, but also on defining distribution goals and logistical sales channels.

Semester 3: The overarching area of communication forms the emphasis of the third semester and is addressed across several modules. Alongside interdisciplinary networking with other communication science disciplines, the focus is on the conception and implementation of consistent corporate communication.

Semester 4: Master Thesis and corresponding project seminar