Distance learning program Customer Centricity (B.A.) – IU International University of Applied Sciences

👉 You study customer relationship management, digital consumer psychology, web analytics and design thinking in an online Bachelor of Arts (180 ECTS) delivered as a 100% distance-learning programme; the standard duration is 6 semesters with flexible 36/48/72-month time models. Teaching language is German. The course is state-recognised and accredited (Akkreditierungsrat) and ZFU-approved for Fernstudium (ZFU 1157423), with starts possible immediately and 24/7 online exams.

Customer Centricity (B.A.) at a Glance

📜 Degree Bachelor of Arts (B.A.)
⏳ Duration 6 Semesters, Study effort 20 hours weekly
💶 Fees
from 259 € 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 EconomicsMarketing
🎯 ECTS 180 Credit Points
🌍 Language of Instruction German
📖 Course contents Introduction to Scientific Work for Business, Sustainability from a Consumer Perspective, International Consumer Behavior, International Brand Management, Introduction to User Research, Project: Sustainability from a Consumer Perspective, Customer Relationship Management, Collaborative Work, Digital Skills, Customer-Centered Data, Digital Consumer Psychology, Project: Customer Journey, Digital and Mobile Campaigns, Customer Centric Transformation, Market Psychology, Change Management, Web Analytics, Project: Design Thinking, Storytelling, User Experience, Media Psychology, Data Driven Marketing, Business Intelligence, Project: Marketing Analytics, Introduction to New Work, Intercultural and Ethical Competencies, Seminar: Customer Centric Organisation, Agile Project Management, Online Sales Management and Distribution, Big Data and Data Protection, User Research and Testing, Community Management, Growth Hacking Trends, Business Start-up, Digital Market Research Methods, Content Marketing and Product Launch, Personnel Psychology and Digital HR, Online Retailing, Data Analyst, Application Design, Social Media Ads and Campaigns, Digital Entrepreneurship, Methods and Management of Innovation, Product and Brand Management, Content Management, Conflict Management and Opinion Shaping in Social Media, Organizational Psychology, Organizational Behavior and New Forms of Collaboration, Product Management and Development, Search Engine Marketing, Study Generale, Bachelor Thesis
📚 Electives Online Sales Management and Distribution, Big Data and Data Protection, User Testing and Evaluation, Community Management, Growth Hacking Trends, Business Start-up, Digital Market Research Methods, Content Marketing and Product Launch, Personnel Psychology and Digital HR, E-Commerce, AI Specialist, User Experience and User Interface Design, Influencer Marketing and Social Selling, Growth Hack Analysis, Entrepreneurial Management, Product and Brand Management, Search Engine Marketing, Organizational Behavior and New Forms of Collaboration, Online Retailing, Data Analyst, Social Media Ads and Campaigns, Digital Entrepreneurship, Methods and Management of Innovation, Agile Management and Leadership, Application Design, Content Management, Foreign Language: English, Foreign Language: French, Foreign Language: Italian, Foreign Language: Spanish, Career Development, Conflict Management and Opinion Shaping in Social Media, Mastering Prompts, Microsoft ERP - Dynamics 365 Business Central - Functional Consultant, SAP S/4HANA Business Process Integration - Application Associate, AWS Cloud Specialization
✅ ZFU Approval The Central State Office for Distance Learning (ZFU) has approved the course Customer Centricity under the number 1157423.
📅 Enrollment Anytime
🔗 More Info https://www.iu.de/en/

Who this online B.A. in Customer Centricity suits — and what you need to get in

This fully online, German-taught Bachelor (180 ECTS) fits if you want to build skills at the intersection of marketing, data and user experience. Typical profiles include: marketing or sales assistants aiming to step up into CRM, CX or growth roles; junior UX, campaign or content specialists who want a broader customer-centric toolkit; career changers from customer service or retail who plan to move into digital customer experience roles while studying remotely from abroad.

Admission requirements

You can start year-round once you meet the formal criteria. The programme is delivered in German; make sure you can follow coursework and exams in German.

  • University entrance qualification: general or subject-specific higher education entrance (Abitur) or entrance to universities of applied sciences (Fachhochschulreife).
  • International school leaving certificates (e.g. IB or other foreign diplomas) are admitted after an equivalence check based on recognised frameworks (e.g. Anabin). Admission is possible in full-time or part-time study.
  • Admission without Abitur: possible via one of the following:
    • Master craftsman certificate (Meister) or recognised advanced vocational training (e.g. IHK Fachwirt).
    • At least a two-year recognised vocational training plus at least three years of full-time professional experience. Depending on fit, you may start directly or via a suitability route.
  • Required German language proof (for non-native speakers, German-taught track):
    • TestDaF (TND3, minimum 3 in all sub-tests), or
    • DSH (DSH-1), or
    • telc Deutsch B2, or
    • ÖSD B2.
    Certificates must be presented before enrolment and are usually valid for up to five years. Equivalent B2 German proofs may be accepted case-by-case.
  • Distance-learning format: ZFU state approval No. 1157423 (Germany). No on-site attendance is required; exams are offered online or at test centres.

Personal requirements

Success in a remote degree depends on how you plan and study. You need reliable internet, a quiet workspace and strong self-organisation. Expect roughly 40 hours/week (full-time, 36 months), about 30 hours/week (part-time I, 48 months) or about 20 hours/week (part-time II, 72 months). Keep a consistent weekly rhythm for readings, exercises and project work, and schedule exam preparation early. Because many sources and tools are in English, solid passive English helps alongside your required German (B2). Be ready to learn independently, collaborate online, and persist through analytics and project modules; steady progress beats cramming in this format.

What will you study in the Customer Centricity (B.A.) at IU International University of Applied Sciences?

The Customer Centricity B.A. at IU is taught in German. If German is not your first language, you need a B2 certificate such as TestDaF (TND3, at least 3 in all parts), DSH-1, telc Deutsch B2 or ÖSD B2. Academically, you combine marketing, consumer psychology and data to design measurable customer experiences end to end.

You start by building a customer and market mindset: consumer behaviour across cultures, international brand management and media psychology anchor how audiences think and decide. Typical modules include International Consumer Behaviour, International Brand Management and Market or Media Psychology.

You then translate insights into experiences and campaigns. You map and optimise journeys, apply user experience (UX) and design thinking, and craft stories that perform digitally. Concrete modules here are Project: Customer Journey, User Experience, Storytelling and Digital & Mobile Campaigns.

Data and analytics run through the programme. You learn web analytics, business intelligence and data-driven marketing, and you work hands-on with customer-centred data in projects such as Project: Marketing Analytics and Customer-Centred Data. This enables evidence-based decisions instead of gut feel.

Because customer centricity must scale in organisations, you cover CRM, change and agile project management, as well as “New Work” and intercultural ethics. These modules help you lead customer-focused change and collaborate across functions.

Electives let you specialise in three areas (A–C), for example E-Commerce, Content Marketing & Go-to-Market, User Testing & Evaluation, Community Management, Growth Hacking, Big Data & Data Protection (for non-technical programmes), Personal Psychology & Digital HR, or AI-related options. Language electives (e.g. English, French, Italian, Spanish) and product/brand management tracks are also available, so you can tailor your profile to roles like CX, CRM or digital growth.

Practice is embedded throughout via multiple project modules (e.g. Sustainability from a Consumer Perspective, Customer Journey, Agile Project Management, Marketing Analytics). The programme concludes with your Bachelor’s thesis; in total you earn 180 ECTS. IU is a private Fachhochschule (university of applied sciences) that is staatlich anerkannt (state-recognised); the degree programme is accredited until August 2031 and approved for distance learning by the ZFU (1157423).

How does studying in the Customer Centricity B.A. work?

You study 100% online with a flexible start date, digital course materials and exams you can take around the clock. There is no mandatory classroom attendance; you study from anywhere and use IU’s online campus for learning and support.

Teaching language and the certificates you need

The teaching language is German. For international applicants, IU accepts B2-level German certificates including TestDaF (TND3 with at least 3 points in all parts), DSH-1, telc Deutsch B2 or ÖSD B2. The certificate must be provided before you start; typically it should be no more than five years old.

Study model and where you will study from

This is a distance-learning programme (Fernstudium). You study online, access all content via the virtual campus and decide your pace within one of three time models (36/48/72 months). No relocation or fixed campus attendance is required; if you prefer, selected exam centres are available as an alternative to online exams.

Learning format, class sizes and personal support

You learn with digital scripts, videos, exercises and live online sessions. The online campus offers forums, consultation hours and study/coaching services. IU’s learning assistant “Syntea” supports you with repetition and structure across modules. Interaction is focused and efficient; you engage with teaching staff in small online formats rather than large lecture halls.

How you will be assessed

Assessments include online exams, coursework and project work, presentations and portfolio-style documentation in applied modules. Many exams can be taken 24/7 online; if you prefer, you can book a slot at an IU exam centre. Project modules emphasise application and reflection so you can show tangible outcomes.

Start dates, workload and pacing

You can start any day. The standard duration is 6 semesters; with three time models you plan roughly 40 (36 months), 30 (48 months) or 20 hours per week (72 months). You can book exams flexibly rather than in fixed exam weeks, and a free extension is possible if you need more time.

What does the Customer Centricity B.A. cost?

Total tuition depends on your time model, paid in monthly instalments. As guidance, the undiscounted fees are typically €399 per month for 36 months (about €14,364 in total), €344 per month for 48 months (about €16,512 in total) or €259 per month for 72 months (about €18,648 in total). Your academic content and final degree are the same in all models; only pacing and monthly payments differ.

Because the programme is fully online, you avoid relocation and commuting costs. Optional costs may arise if you choose to sit an exam at a physical test centre (travel and accommodation). Learning materials are provided digitally; any extra specialist literature is at your discretion. International students typically pay by monthly instalment from abroad; contactless online administration simplifies this.

IU also offers recognition of prior learning, which can reduce workload and fees if credits are recognised. Compared with tuition-free state universities in Germany, fees are higher; in return you get a flexible online model with year-round exam access and structured personal support.

What careers and recognition does the programme offer?

IU is a private Fachhochschule (university of applied sciences) that is state-recognised (staatlich anerkannt). The Customer Centricity B.A. holds programme accreditation by the German Accreditation Council from 01/09/2023 to 31/08/2031 and awards 180 ECTS under the Bologna framework. For you, this means a formally recognised bachelor’s degree that is readable across Europe via ECTS and widely understood by employers internationally.

The programme is also approved by the German Central Office for Distance Learning (ZFU, approval no. 1157423), a quality requirement for distance programmes in Germany. Together, state recognition, accreditation and ECTS ensure transparent learning outcomes and facilitate admission to relevant master’s degrees in Germany and the EU.

Career paths focus on customer-driven growth and experience design across industries:

  • Customer Experience Manager: mapping journeys, orchestrating touchpoints, improving satisfaction and loyalty
  • CRM Manager: segmentation, lifecycle campaigns, marketing automation and retention
  • Customer Journey or Service Designer: end-to-end process optimisation and service innovation
  • Data-driven Marketing Specialist or Web Analytics Lead: measurement, attribution, BI and activation
  • Product or Brand Manager with a customer-centric focus: translating insights into features, services and positioning

With a bachelor’s degree you can enter the job market or specialise further with a master’s in marketing management, data analytics/business intelligence or a broader management track such as an MBA for leadership roles.

Who is the Customer Centricity B.A. right for – and who not?

This programme suits motivated self-learners who want to connect consumer psychology, digital marketing and analytics to design better customer experiences. If you are looking for a recognised, fully online German bachelor’s with flexible exams and a clear practical focus, it’s a strong match.

  • You want to study in German and work in customer-focused roles such as CX, CRM, journey management or growth.
  • You prefer a 100% online study model with 24/7 online exams and three pacing options (36/48/72 months).
  • You value practice: multiple project modules help you build a tangible portfolio for job applications.
  • Accreditation, state recognition and a Bologna-compliant 180-ECTS degree are important trust factors for you.

It is not the best fit for everyone. The points below are common reasons international applicants choose a different option.

  • You need an English-taught programme. This degree is delivered in German and requires B2-level proof (e.g. TestDaF TND3, DSH-1, telc B2, ÖSD B2).
  • You want a classic on-campus experience with regular in-person seminars, labs and student life. This format is designed for distance learning.
  • Your top priority is the lowest possible tuition in Germany. Compared with public universities, private distance programmes charge higher fees.
  • You are seeking a heavily technical data-science or software-engineering degree. The focus here is customer strategy, UX and marketing analytics, not advanced programming.

Advisory Service

Have questions about Academic Programs Customer Centricity? Ask your question here, even anonymously. An employee of the institution IU International University of Applied Sciences or the editorial team will answer you.

Experiences & Reviews