English 
Deutsch 
Who is the dual marketing degree suitable for – and what do you need to bring?
The degree is suitable for you if you want to combine theory and practice and are interested in brands, customer experiences, and digital channels. Ideal for high school graduates who want to start in marketing directly after high school or vocational high school. Also suitable for apprentices or career starters from commercial areas, sales, or media who are aiming for an academic degree and want to gain work experience in parallel. As a student switching from business administration, communication, or media management, you will find a more practical path here – with a clear structure: two days of theory on campus or online and three days of practical experience in the company.
Admission requirements
You will conduct an initial consultation with academic advising and meet one of the following requirements:
- General university entrance qualification or subject-specific university entrance qualification – direct admission possible. For graduates of Waldorf schools or vocational colleges in Baden-Württemberg, a formal confirmation of subject-specific university entrance qualification may be required.
- International school leaving certificate: Equivalency evaluation (Anabin) and proof of German B2; in addition, the IU consultation conversation.
- Access without a high school diploma or equivalent: at least two years of vocational training and at least three years of relevant full-time work experience (more than 32 hours/week); professional alignment with the course of study required, initially entry into a trial course of study. EU qualifications are assessed via equivalency evaluation at DQR level 4.
- Alternatively: successful completion of a master craftsman's examination or further training as a state-certified technician or state-certified business administrator.
Depending on the study model, you will earn 180 ECTS credits in the on-campus model or 210 ECTS credits in the dual myStudies model. The dual myStudies allow for location-independent learning through the virtual campus – practical experience remains an integral part.
Personal requirements
Success in the dual marketing degree program depends mainly on your self-organization and motivation to apply content directly in the company's everyday life. You should bring curiosity for customer data and KPIs, a sense for language and visual communication, as well as enjoyment of teamwork. Realistically, you should plan for about 8-12 hours of self-study per week in addition to lectures and practical work – more during exam periods. Important aspects are:
- Good time management: three days of practical work plus theory require reliable routines and buffers.
- Perseverance: continuous learning and project work over seven semesters.
- Analytical thinking: from market research to CRM and marketing analytics.
- Creativity and proficiency in writing: for campaigns, social media, and content.
- Communication skills: coordination with sales, product management, and agencies.
If you work in a structured way, actively accept feedback, and are open to new tools (e.g. marketing automation, web analytics), you will optimally benefit from the advantages of the dual format – then study and practice will seamlessly complement each other.
What do you learn in the Marketing degree program at IU International University?
You combine business basics with practical marketing skills: from understanding target groups and consumers to the marketing mix, digital channels, CRM and international marketing. During the program, you work on practical projects, reflect on experiences from the company, and finish with a bachelor's thesis and colloquium.
BWL, Data and Law: You build a business foundation and learn to translate numbers into decisions. Topics like cost accounting, statistics, and business law help you plan marketing budgets, interpret key figures, and act legally secure.
Core and Digital Marketing: You develop the logic of the marketing mix with product, price, communication, and distribution policy and transfer it to the digital world – including social media marketing, performance approaches, and Customer Relationship Management (CRM).
Customer-Centricity and Research: You analyze consumer behavior, derive insights, and use market research and analytic methods for campaign planning and success control – from hypothesis formation to reporting.
Communication and Sales: You plan cross-channel communication, develop content and campaign concepts, and understand the interplay with sales and Sales & Distribution structures – including pricing and conditions logic.
Practice and Completion: Project modules (e.g. on agile project management, design thinking, brand management, digital business models, marketing analytics, or Generative AI in a business context) anchor theory in the everyday life of your practice partner. Regular reflections on practice ensure transfer. The program concludes with a bachelor's thesis and colloquium.
Specializations: In higher semesters, you sharpen your profile, for example in "Online Marketing," "Sales & Distribution," or "Digital Business." This way, you focus according to your career goals – agency-side, company-side, or product-side.
Recognition and Scope: The degree program is internally accredited (seal of the Accreditation Council). In the dual on-site study program, it comprises 180 ECTS credits, and in the Dual myStudy program 210 ECTS credits.
How does the Marketing degree program at IU International University work?
You study in a dual system with a fixed weekly structure: two days of theory, three days of practice in the company. You can choose between the dual on-site study program at the campus and the Dual myStudy with location-independent online learning and optional live formats. The regular period of study is 7 semesters.
Study Model and Study Locations
In the Dual Study, you attend classes on two fixed days per week – in small groups on campus, sometimes supplemented by live video conferences. Study locations: Berlin, Bremen, Dortmund, Dresden, Düsseldorf, Frankfurt am Main, Hamburg, Hanover, Cologne, Leipzig, Mannheim, Munich, Stuttgart. In the Dual myStudy, you learn theory-guided online via the myCampus platform, participate in weekly live sessions at the virtual campus if necessary, and study independently of location.
Support and Learning Formats
The theory is structured and deepened through digital materials. Exchange and direct feedback in small groups facilitate the transfer to practice. In the Dual myStudy, optional live events and interactive formats support knowledge consolidation – flexible, but with a clear framework for the dual everyday life.
Exam Formats and Performance Records
You provide performance records during your studies – typically in the form of project and practical work, presentations, case studies, transfer tasks, and written exams. Practical projects and the practice reflections document your learning progress in the company. The final steps are the bachelor's thesis and oral colloquium.
Time Requirements, Practical Share, and Planning
The divided week structures your time management: around 20 hours of practice per week with the partner company, two fixed theory days on campus or online. This creates planning security – at the same time, the dual model requires consistent self-organization, especially during exam phases and project submissions.
What are the costs of the Marketing bachelor's program at IU International University?
In the dual model, you usually pay 0 euros in tuition fees, as your practice partner covers the fees. This eliminates the usual monthly rates of private universities. However, expect personal additional costs for travel, work materials, and possibly literature.
Total Costs in Focus: Typically, there are no tuition fees over 7 semesters. Not included are personal expenses such as a laptop, specialized literature, printing costs, or commuting between place of residence, campus, and company. In on-site variants, there are no separate online fees; in the Dual myStudy, you use the digital learning platform.
Financial Context: Compared to state universities, which usually only charge a semester fee (often in the range of 150-350 euros), the dual fee model is also attractive at private universities – the otherwise high tuition fees are covered by the employer. Compared to traditional full-time private study programs, your financial burden is significantly reduced.
Tax Aspects: Even with 0 euros in tuition fees, work-related expenses (e.g. trips to the company/campus, work materials) can be claimed for tax purposes within the applicable regulations. This reduces your net expenses – especially in the dual work and learning routine.
What careers and salaries are possible after the Marketing degree program?
You qualify for entry-level and junior roles in companies, agencies, and consultancies – especially in digital marketing. Typical starting salaries range from 38,000 to 50,000 euros gross annually, with development potential through experience and specialization.
- Online Marketing Manager – Campaign management, performance and social channels, web analytics; approximately 38,000-52,000 euros at the start, with experience 50,000-65,000 euros.
- Brand Manager – Brand management, positioning, communication planning; around 40,000-55,000 euros at the start, with experience 52,000-68,000 euros.
- Sales Manager – Customer acquisition and management, proposal and negotiation leadership; around 40,000-58,000 euros, variable components depending on sales focus.
- CRM and Loyalty Manager – Customer loyalty programs, segmentation, marketing automation; around 42,000-58,000 euros, with experience 55,000-70,000 euros.
- Marketing Analyst – Market research, reporting, dashboards, business insights; around 40,000-55,000 euros, with experience 52,000-68,000 euros.
Master Perspective: After the bachelor's, a master's in Marketing, Digital Marketing, Data-Business Analytics, Media or Business Psychology, or Business Administration is possible – useful for leadership or specialist roles and for salary development.
Who benefits from the Marketing degree program – and who doesn't?
The dual model is beneficial if you want to apply theory directly in the company and appreciate clear weekly structures. However, it requires commitment to the campus and the company – and does not suit every life situation.
- You want to closely link practice and study and build a job-relevant portfolio early on.
- You seek clear planning with two theory days per week and a fixed practical operation.
- You want to learn marketing data-based and digital – including CRM, analytics, and projects on AI, brand, or agile methods.
- You value a fee-free study option where the practice partner covers the tuition fees.
- You want to choose between campus presence and a location-independent Dual myStudy.
Not everyone thrives with a dual setting. Honestly assess whether commitment to the location and company as well as the dual workload fit into your daily life.
- You need maximum location and time flexibility without fixed presence days – the divided week requires clear presence on campus (or live times) and in the company.
- You want a flexible schedule like in traditional full-time studies – here, the practical operation and theory days structure your calendar.
- You plan a study with a strong research focus or academic depth without a practical connection – the dual format prioritizes application and project results.
- You only want state fee models with only student semester fees – the dual cost model works through the practice partner covering the tuition fees.
Lade…
Advisory Service
Have questions about Academic Programs Marketing? Ask your question here, even anonymously. An employee of the institution IU International University of Applied Sciences or the editorial team will answer you.