Dual studies Marketing (B.A.) – IU International University of Applied Sciences

Who is the Dual Study Marketing (B.A.) suitable for? Target group and admission requirements at a glance

The Dual Study Marketing (B.A.) is aimed at high school graduates who are interested in economic contexts, communication processes, and digital business models. The study is suitable for those who aspire to a career in marketing, brand management, or sales and want to combine theory with practical work experience in the company. The target group includes especially those who bring media affinity, can think analytically, and show motivation to actively shape current trends in marketing.

Admission Requirements: What do you need to get started?

• University entrance qualification: To enroll, you need either the general university entrance qualification (A-levels), the subject-specific university entrance qualification (Abitur), or the subject-specific higher education entrance qualification.
• Alternatively: Master craftsman's examination or equivalent advanced training, e.g. specialist, business administrator, state-certified technician. Some applicants with a qualified professional background and several years of work experience may be admitted to the study - the university checks this individually.
• Start of studies: The study starts twice a year (April, October). Application deadline is up to 1 month before the start.
• Practical experience: You need an internship/working place with a practical partner. The university actively supports you in finding one.
• Language skills: German language skills at a level appropriate to the study content are required.
• No NC: The Dual Study Marketing is not subject to restrictions, there is no Numerus Clausus (NC).

Personal requirements: What should you bring?

• Analytical thinking skills: The ability to analyze and interpret market and consumer data is important for developing successful marketing strategies.
• Communication skills: You should enjoy presenting, persuasively arguing, and being able to communicate with different groups of people.
• Teamwork: Collaboration with practical partners, project teams, and lecturers is of high importance.
• Organizational and time management: In the Dual Study, you switch between theory, self-study, and practical phases - structured work makes your everyday life easier.
• Curiosity about digital topics and trends: Affinity for online media, digital tools, and a willingness to innovate are a plus in modern marketing.
• Initiative and motivation: The study requires self-responsibility, motivation, and the willingness to familiarize yourself with changing tasks.

Individuals who bring these professional and personal requirements can benefit from the diverse career opportunities in the marketing sector - from online marketing management to brand management to sales and communication tasks.

How is the Dual Marketing Degree structured?

In the Dual Marketing Degree, you learn how companies successfully position products and services in the market. Key content includes the basics of business administration, digital business models, Customer Relationship Management (CRM), and market research. You will engage intensively with current marketing trends, target group analysis, and the tools of the marketing mix. Special attention is given to the various communication and distribution channels – including social media and international marketing.

• You develop the ability to design marketing strategies and manage their implementation in the company.
• The degree enhances your skills in consumer behavior and shows how marketing measures can be adapted to it.
• Elective modules allow you to set your own priorities – for example, in the international context or in the use of generative AI.
• In the final semester, you will complete the degree with a thesis (Bachelor's thesis).