Marketing and Event Management, Bachelor of Arts

Requirements and Target Group: Marketing and Event Management (B.A.) at accadis University Bad Homburg

The Bachelor's programme in Marketing and Event Management at accadis University Bad Homburg is aimed at individuals who have a deep interest in economic relationships and the practice of marketing and event management. It specifically targets high school graduates as well as graduates with a technical diploma (Fachabitur) who aspire to a management career in the dynamic event and marketing industry. The target group includes creative individuals as well as analytical thinkers who enjoy teamwork and communication and wish to prepare for an international environment. The programme also caters to pragmatic problem solvers who want to prepare methodically and practice-oriented for a career in agencies, with event organizers, in event departments of large companies, or in consulting. Those who enjoy taking responsibility in projects and stand out through innovative thinking and flexibility will find optimal development opportunities here.

Admission Requirements Overview

• University Entrance Qualification:
  • General higher education entrance qualification (Abitur)
  • Subject-specific higher education entrance qualification or university of applied sciences entrance qualification
  • Recognized foreign qualifications that entitle to study at a German university
• Language Proficiency:
  • Very good German language skills (the programme is taught in German and English)
  • Good English language skills (evidence through school results, language certificates, or possibly an individual language test at the university)
• Application Procedure:
  • Written application via the accadis University application portal
  • Interview (usually in an individual interview to assess suitability and motivation)
• Additional Documents:
  • Motivational letter and CV (to be submitted as part of the application)

For the dual study programme, an employment contract with a practical partner must also be provided. Applicants who have not acquired the university entrance qualification in Germany may have to submit additional documents (e.g. translations, recognitions).

Personal Requirements and Expectations for Applicants

• Interest in Business, Marketing, and Events: A fundamental interest in economic issues as well as in communication, brand management, and event organization is recommended.
• Creativity and Teamwork: Creative thinking, willingness to work in teams, and openness to new challenges are important for successfully completing the programme.
• Organizational Skills and Self-Management: Independent work, reliability, and flexibility are required - both for practical projects and in studies.
• Communication Skills: The ability to express oneself clearly in writing and orally (in German and English) is crucial, especially for presentations, projects, and collaboration with practical partners.
• International Mindset: Willingness and curiosity to learn interculturally, also during a semester abroad or when dealing with international companies and partners.
• Analytical Skills: Enjoyment and ability to grasp complex issues, especially regarding business relationships and project management.

accadis University recommends that applicants gain their own impression of the study programme and the student community by participating in information events or trial lectures.

Marketing and Event Management (B.A.) at accadis University – Content, Structure, and Career Opportunities

Compact Explanation of Study Content: What Will You Learn in the Course?

In the Bachelor's program Marketing and Event Management at accadis University Bad Homburg, you combine solid management knowledge with a specialization in marketing and event management. The program is practice-oriented, internationally focused, and places a high value on future and digital skills.

• Business Administration and Management Fundamentals:
  • Accounting, Corporate Finance
  • International Management I and II
  • Business Planning
  • International Marketing, Business Law, Economics
• Specialization Modules in Marketing and Event Management:
  • Internet and Social Media Marketing (SEO, SEA, AI strategies, influencer marketing)
  • Event Management I and II (Conception, Organization, Security, Sustainability, Event Psychology)
  • Communication Policy and Advertising (Brand Management, Integrated Communication, Campaign Management)
• Elective Modules:
  • Public Relations and Journalism Practice
  • Sales Management and External Corporate Communication
  • Option to choose modules from other fields of study (complementary focus, interdisciplinary breadth)
• Future Skills:
  • Social Skills
  • Digital Skills & Analytical Skills
  • Data Literacy
• Internationality:
  • Study in German and English
  • Possibility of semesters abroad at partner universities worldwide (optional Second Degree)
  • Intensive business English training, additional foreign languages (e.g. Spanish or Chinese)
• Practical Phases:
  • Consulting projects with companies
  • Project-based studies (up to six months of practical experience in a company)
  • Internships tailored to the study program
  • Possibility of starting your own business as part of the program (Building Entrepreneurs!)
• Sustainability and Digitalisation:
  • Sustainability Projects and modules on green business management
  • Integration of digitalization topics into the specialization modules

How is the Study Structured? Course and Variants

• Study Formats:
  • Full-time (3–4 years; flexible with elective modules, practical components, foreign languages)
  • Dual Study (3–3.5 years; alternating theory and practice phases, 1 elective module)
• Typical Course:
  • Phase 1: Solid business administration and management fundamentals
  • Phase 2: Specialized modules in marketing and event management as well as individual elective modules
  • Phase 3: Practical phase/project study and optional semester abroad (e.g. in Australia, USA, UK, Spain)
• Teaching Format: On-campus study with digital support, modern teaching methods like self-paced courses, instructional videos, case studies
• Programme Language: German and English
• ECTS Credits: 180 (or 210 with additional modules, e.g. for Second Degree)

Your Career After the Bachelor's: What Career Paths Are Possible?

• Marketing management in companies across all industries
• Event manager or project management in event agencies, corporate event departments
• Communication management, PR, external and internal corporate communication
• Sales and sales management with a marketing focus
• Online marketing, social media management
• Self-employment, e.g. as an event consultant or with your own business (prepared optimally through "Building Entrepreneurs!")
• Graduates are in demand in advertising agencies, event management companies, international corporations, startups, and sectors like culture, sports, entertainment, trade fairs, and congresses

Studying in Bad Homburg: Campus and Location Benefits

• Light-filled, modern campus in Bad Homburg – near Frankfurt
• Excellent connection to the economic hub Frankfurt with numerous internship and job entry opportunities
• International and diverse student body
• Diverse network and cooperation partners from various industries
• Student life with its own events, organizations, and good infrastructure

Tuition Fees, Support, and Financing Options

• Full-time Study:
  • €750 to €950 per month, depending on the study format and scope (up to 50% scholarship possible)
• Dual Study:
  • Tuition fees are usually covered by the practical company
  • In addition, you receive training remuneration
• Many scholarships, support for the Germany Scholarship, and diverse financing options