Focus on Marketing

Focus description

Marketing as a business mindset includes the management of the company from the market towards the market. A variety of company activities belong to this discipline - beginning from the collection of market and customer information to the development and design of products and services up to the offer and sale of these services on the market and the checking and registration of business success. Therefore, marketing has a close interaction with all other business functions and activities. As a result, the necessary competencies require intuitive, creative but especially analytical and methodical abilities.

Focusing on marketing and management is possible in both the bachelor’s degree Business Management and the master’s degrees in consecutive and non-consecutive Business Management.

Career profiles/employment market

 

Career profiles/employment market


With a specialization in marketing, students have a wide range of career options. They can work in large as well as small and medium-sized companies, service providers, and the non-profit sector. Example careers associated with a marketing specialization include: Marketing Manager, Product Manager, Market Researcher, Social Media Manager, Customer Relationship Manager, Event Manager, Communications Manager, Public Relations Representative, Customer Experience Manager, Marketing Controller, and Marketing Consultant.

Focus: Marketing in the bachelor’s degree of Business Management

The focus on Marketing can be formed from the elective subjects of group I, according to § 5 of the current study regulations.

To choose a study focus, all four elected mandatory modules of group W-BA I must be assigned to this focus. Thereby, all core subjects must be elected, the other subjects from this group are freely selectable.

You don’t necessarily have to choose a study focus. Students can also choose their mandatory modules according to their own preferences and qualification needs.

Mandatory modules for the Bachelor’s in Business Management

The marketing board of the Institute of Management and Marketing has determined the following core subjects for the crediting of SP04:

 

Digital

  • S 153 - Digital Branding & Marketing (Mr. Zwicker) - usually 1x per year
  • S 074 - Online Marketing - only WiSe

 

Methods

  • S 026 - Market Research (engl.) (Prof. Dr. Dressler) - only SoSe
  • S 106 - Scientific Research and Academic Writing (engl.) (Prof. Dr. Dressler) - only WiSe
  • S 128 - Marketing Analytics (Prof. Dr. Stehmann)

 

Specialization

  • S 109 - Services Marketing (engl.) (Prof. Dr. Dressler) - only WiSe
  • S 134 - Konsumentenpsychologie (Prof. Dr. Dressler) - only SoSe
  • S 144 - Designkompetenz im Marketing (Herr Meyer-Bogya) - last time in SoSe 2023

 

To take the focus SP04, you must choose at least one subject from each advanced course.

In total, you have to select four modules from this focus area.

 

Further information about the contents of the mandatory subjects is available here.

Focus: Marketing in the Master’s degrees in Business Management (consecutive and non-consecutive)

To select the study focus marketing, all four elected mandatory modules must be assigned to this focus. Thereby, if available, all core subjects must be elected, the other subjects from this group are freely selectable.

You don’t necessarily have to choose a study focus. Students can also choose their mandatory modules according to their own preferences and qualification needs.

Further information about the contents of the mandatory subjects is available here.