Distance learning program Business Administration and Customer Experience Management (B.A.) – IU International University of Applied Sciences

👉 You study core business administration, marketing, customer relationship management and data-driven CX on a fully online Bachelor of Arts (180 ECTS) organised as a flexible distance-learning programme with standard duration 6 semesters and alternative 36/48/72-month time models. Teaching language is German. The course is state-recognised, accredited and ZFU-registered (1147022c), with continuous start options and 24/7 online exams.

Business Administration and Customer Experience Management (B.A.) at a Glance

📜 Degree Bachelor of Arts (B.A.)
⏳ Duration 6 Semesters, Study effort 20 hours weekly
💶 Fees
from 235 € monthly
from 15063 € total
🏫 University IU International University of Applied Sciences, UAS based in Erfurt (Germany)
IU International University is a private, state-recognised university of applied sciences based in Erfurt, Thuringia, and one of the largest distance-learning providers in Germany. Its programmes span business, IT, health and engineering. For international students, the key draw is its range of fully English-taught online degrees – accredited in Germany, open to applicants worldwide, and studied flexibly from home or alongside work.
📋 Study Format Distance learning program
🎓 Field of Study EconomicsBusiness Administration
🎯 ECTS 180 Credit Points
🌍 Language of Instruction German
📖 Course contents Business Administration, Consumer Behavior, Introduction to Academic Research for Business Management and Communication, Service Management, Collaborative Work, Project: Agile Project Management, Managerial Economics, Marketing, Change Management, Accounting and Financial Reporting, Storytelling, Project: Marketing Analytics, Cost and Performance Accounting, Statistics, Intercultural and Ethical Competencies, Qualitative Research Methods, Sustainability from a Consumer Perspective, Project: Sustainability from a Consumer Perspective, Law, Investment and Financing, Customer Relationship Management, Customer-Centered Data, English (Foreign Language), Project: Customer Journey, Personnel and Corporate Management, Customer Centric Transformation, Seminar: Customer Centric Organisation, Business Simulation, Elective Module A, Elective Module B, Elective Module C, Bachelor Thesis
📚 Electives Corporate Communication and PR, Customer Experience and Design, Digital Management, Influencer Marketing and Social Selling, International Media Business, International Marketing and Branding, Media Distribution, Media Processes, Media Law and Data Protection for Non-technical Programs, Media Effects and Communication
📍 Location online, Bad Reichenhall
✅ ZFU Approval The Central State Office for Distance Learning (ZFU) has approved the course Business Administration and Customer Experience Management under the number 1147022c.
📅 Enrollment Anytime
🔗 More Info https://www.iu.de/en/

Who this online B.A. in Business and Customer Experience suits – and what you need to get in

This degree fits you if you want to combine business fundamentals with data-driven customer experience – fully online and in German. Typical profiles include: working professionals in marketing, CRM or customer support who aim to formalise skills with a recognised bachelor’s while keeping their job; career changers from sales or service roles who want to move into CX, customer success or digital marketing; international school leavers living outside Germany who prefer a flexible online path and are confident to study in German at B2 level or higher.

Admission requirements

Teaching language is German. You study and take exams in German; English appears only as a module.

  • University entrance qualification: German Allgemeine Hochschulreife or Fachgebundene Hochschulreife, or Fachhochschulreife. International school certificates (e.g. IB Diploma, A-levels, high school diplomas) are admitted after an equivalency check (anabin-based).
  • Admission without Abitur (German higher education entrance): possible with a Meister qualification, an advanced professional qualification (e.g. IHK Fachwirt/in), or a recognised 2-year vocational training in Germany plus at least 3 years of full-time work experience. For vocational qualifications completed within the EU but outside Germany, an equivalency check is conducted; acceptance typically requires a qualification comparable to DQR level 4.
  • German language proof (mandatory for non-native speakers for the German-taught route): one of the following, usually not older than 5 years and submitted before enrolment:
    • TestDaF TND3 with at least 3 points in all subtests
    • DSH 1
    • telc Deutsch B2
    • ÖSD B2
    The university may accept other certificates evidencing German B2 (CEFR).
  • Recognition of prior learning: relevant academic or professional learning can reduce modules and tuition (formal assessment required).

Personal requirements

Online study from abroad demands consistent self-management and solid German reading and writing skills. Expect a weekly workload aligned to your time model: around 40 hrs/week (36 months), 30 hrs/week (48 months) or 20 hrs/week (72 months). Choose realistically based on your job and time zone. You should be comfortable with quantitative basics (statistics, accounting), business texts in German, and tools used in CX (spreadsheets, dashboards). A reliable internet connection and a quiet space for proctored online exams are essential.

  • High perseverance: progress is self-paced, but deadlines for assignments and exams still apply.
  • Structured planning: break 5-ECTS modules into weekly targets; build buffers for work peaks or travel.
  • Communication in virtual settings: collaborate in group work and seek feedback proactively.
  • Language confidence: beyond certificates, you need practical B2+ German to follow lectures, write reports and present.

If you bring curiosity for customer behaviour, a hands-on mindset and the discipline to learn steadily, you can succeed in this programme and position yourself for roles across CRM, customer success and CX transformation.

What will you study in the Business Administration and Customer Experience Management at IU International University of Applied Sciences?

This programme is taught in German. You need certified German at least at B2 level before you start. Accepted certificates include TestDaF (TND3, 3 points in all parts), DSH-1, telc Deutsch B2 and ÖSD B2 (certificate not older than about five years).

You combine a full business administration bachelor (180 ECTS) with a focused path in customer experience (CX). You build a commercial core, add marketing and service expertise, and learn to turn customer data into action. Projects, a business simulation and the Bachelor’s thesis ensure application from day one. IU is a German Fachhochschule (university of applied sciences), staatlich anerkannt (state-recognised) and the distance-learning course is ZFU-registered (1147022c).

Management, finance and law – You establish the BWL foundations that underpin CX work: Business Administration, Accounting and Financial Reporting, Cost and Performance Accounting, Managerial Economics, plus Law and Investment and Financing. These modules train you to read financials, evaluate investments and understand the regulatory frame of customer programmes.

Marketing, services and communication – You learn how brands and services are designed around customer needs: Marketing, Service Management and Storytelling form the backbone, with Change Management to implement concepts in organisations. You practise collaborative and agile methods to deliver customer-centred initiatives efficiently.

Data, research and analytics – You develop quantitative and qualitative skills to inform CX decisions: Statistics, Qualitative Research Methods and Customer-Centered Data. Application is built in through project modules such as Project: Marketing Analytics and sustainability-focused projects that tie analysis to impact.

Customer behaviour and organisation – You map and optimise journeys end to end: Consumer Behaviour, Customer Relationship Management and Project: Customer Journey. Intercultural and Ethical Competencies prepare you for global markets, while Personnel and Corporate Management and Customer Centric Transformation address how to anchor CX in structures and culture. A seminar on Customer Centric Organisation rounds this off.

Electives to shape your profile – From the 5th semester you choose three electives (A, B, C) to specialise. Options range from Customer Experience and Design, International Marketing and Branding, Digital Management and Online & Social Media Marketing to data-oriented routes like Big Data & Web Analytics or practice-linked certificates such as Project: Salesforce Platform Management, SAP S/4HANA Business Process Integration and Microsoft Dynamics 365. This lets you tailor the B.A. towards communication, analytics, UX, or platform skills relevant in CX roles.

You complete your studies with a Bachelor’s thesis that applies your knowledge to a concrete question in business and customer experience. Across all modules you earn 180 ECTS aligned with the Bologna framework, ensuring international comparability.

How does studying in the Business Administration and Customer Experience Management work?

Teaching language and proof of language

The language of instruction is German. For admission you must document German at B2 level with an accepted certificate: TestDaF (TND3 with at least 3 points in all parts), DSH-1, telc Deutsch B2 or ÖSD B2. The certificate must be valid at the time of enrolment.

Study model: 100% online distance learning, start anytime

This is a fully online programme. You study from anywhere via IU’s digital campus. There is no relocation to Germany required and no fixed semester start; you can begin at any time and progress at a pace that suits your schedule in full-time or two part-time tracks.

Learning format, class experience and support

Learning materials are available on demand: structured study guides, multimedia courses and recorded sessions. Live virtual classes and community spaces enable exchange with lecturers and peers. You also have access to an extensive online library, MS Office and LinkedIn Learning. Study and career coaching and online office hours provide guidance; you can take an optional semester abroad if you want on-site experience later.

Assessments and projects

Exams are designed for flexibility. Many modules can be completed via 24/7 online proctored exams. Others use written assignments, presentations, seminar contributions or project work. Practical elements include a company simulation game, several project modules and the application-oriented Bachelor’s thesis.

Time models and workload

You choose between full-time (36 months, higher weekly workload), part-time I (48 months) or part-time II (72 months, lower weekly workload). You can extend the standard duration by up to 12 months at no extra tuition in many cases, and you may take leave semesters if needed. All exams can be taken online; some students prefer on-site test centres, which is possible as an alternative.

What does the Business Administration and Customer Experience Management cost?

Tuition depends on your time model and is billed in monthly instalments in euros. As orientation: full-time over 36 months totals around €14,364 (€399 per month); part-time I over 48 months around €16,512 (€344 per month); part-time II over 72 months around €18,648 (€259 per month). The lower monthly rate in the longest model results in a higher overall sum due to the longer duration.

Digital learning materials and online campus access are included. There is no separate enrolment or graduation fee stated. If you choose to take exams at a physical test centre, you should plan potential travel costs yourself; online exams avoid these costs.

Financing typically combines several sources: scholarships, private student loans or employer sponsorship are common. Because this is a distance programme, there are no relocation or campus housing costs. If you remain in your home country while studying, your living costs continue to reflect your local situation; if you live in Germany during your studies, plan your monthly budget according to your chosen city.

What careers and recognition does the Business Administration and Customer Experience Management offer?

The degree is awarded by a German state-recognised university of applied sciences (Fachhochschule). The programme holds accreditation to 30 November 2030 and follows the Bologna framework with 180 ECTS. For you, that means transparent learning outcomes, international comparability and a recognised bachelor’s level for master’s admissions in Germany, the EU and many other regions.

ECTS credits and accreditation are not just seals: they align the curriculum with European standards and help employers and universities abroad judge your level. A state-recognised private university’s degree in Germany is equivalent in academic level to public institutions, with a stronger emphasis on applied learning.

Typical roles after graduation link market insight, data and customer-facing processes:

  • Customer Experience Manager – journey mapping, touchpoint optimisation, CX metrics and cross-functional improvement
  • CRM Manager – segmentation, lifecycle campaigns, loyalty programmes and marketing automation
  • Customer Success Manager – onboarding, retention and upsell in SaaS and service businesses
  • Customer Journey or Service Design Specialist – research, prototyping and service blueprints across channels
  • Digital Marketing Manager – performance, social media, content and analytics

Career entry salaries in Germany for these roles often start in the mid-40k range (gross per year) and rise with industry, company size and your technical stack (e.g. Salesforce, SAP, Dynamics 365). Internationally, CX and CRM skills are in demand in e-commerce, tech, finance, travel, healthcare and media. A consecutive master’s (e.g. marketing, business analytics, service design) can be a next step towards strategy or leadership roles.

Who is the Business Administration and Customer Experience Management right for – and who not?

This online B.A. fits if you want a solid business degree with a clear customer focus and the flexibility to study from anywhere. It suits self-directed learners who enjoy combining data analysis with communication and service thinking.

  • You have (or will achieve) German at B2 level and want a German-taught distance programme from a state-recognised university.
  • You plan a career in CX, CRM, customer success, digital marketing or service design, and value applied projects alongside theory.
  • You prefer a 100% online study model with 24/7 exams and the option to choose your workload (36/48/72 months).
  • You want to specialise via electives such as Customer Experience & Design, Big Data & Web Analytics, or platform skills like Salesforce or SAP.
  • You appreciate structured support: study and career coaching, online library, LinkedIn Learning and optional on-site exam centres.

Not every situation matches an online, German-taught programme. Consider these points before you decide.

  • You need an English-taught programme. This degree is delivered in German and requires a formal German language certificate.
  • You are looking for a traditional on-campus experience in Germany with daily classroom teaching and student life on site. This course is fully online.
  • You expect very low or no tuition as at many public universities. Private universities in Germany charge higher fees for flexibility and services.
  • You need a qualification for regulated professions with state licensing (this B.A. targets business and CX roles, not state-exam careers).

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