DID YOU KNOW?
All MBS degree programs are accredited by FIBAA (Foundation for International Business Administration Accreditation). FIBAA is a European agency for quality assurance and quality development in academic education with an international focus.
Marketing is a dynamic, creative and strategic profession that is in demand in almost every industry. If you are interested in economics, psychology and communication, studying marketing offers you an exciting combination of these disciplines. Here are six compelling reasons why studying marketing is worthwhile:
Whether in corporate communications, digital marketing, market research or product management – a degree in marketing opens up numerous career prospects in a range of industries. Every company needs a good marketing strategy to be successful, which is why our graduates are in high demand.
Marketing is global. Whether in international companies, at agencies or as freelancers, marketing specialists have the opportunity to work worldwide. Due to the increasing importance of online marketing, there are also many jobs that can be done from any location.
With a marketing degree, the earning potential is attractive, especially in specialized areas such as performance marketing or brand strategy. There are also many career opportunities, for example to become a marketing manager or chief marketing officer (CMO).
Digitalization has revolutionized marketing. Social media, influencer marketing, artificial intelligence and data-driven advertising offer exciting opportunities to build brands and address target groups in a targeted manner. A marketing study program prepares you for the digital future and teaches you about the latest trends and technologies.
Marketing combines creative thinking with analytical strategy. On the one hand, it is about developing appealing campaigns and innovative advertising measures, while on the other hand, market data is analyzed to make informed decisions. If you want to work both creatively and strategically, this is the right place for you.
Why do people buy certain products? What factors influence their decisions? In your studies of marketing, you will learn how consumers think and act. This knowledge is not only relevant for advertising and sales strategies, but also for brand management and product development.
Below you can read about the advantages that MBS offers you in your marketing studies.
In the following, we will briefly explain what is meant by the concepts mentioned in marketing studies.
Concentrations are advanced topics that you can choose within your study program to specialize in specific areas such as marketing, finance or entrepreneurship. In some programs, you can even choose more than one Concentration.
Elective courses give you the opportunity to choose the modules that match your interests and career goals, allowing you to tailor your studies to your individual needs. In many degree programs, you can choose more than one elective course.
A degree program with an international focus prepares you for the challenges and opportunities of global markets through intercultural content, languages and often international experiences such as semesters abroad.
A semester abroad allows you to study at a partner university in a foreign country, gain international experience and improve your language and intercultural skills.
An internship is a practical experience in a company where you apply your theoretical knowledge, gain professional insights and make valuable contacts.
A Master Top-up program enables students with a first university degree to obtain a full Master's degree in a short period of time by completing only the missing modules.
A mentoring program connects you with experienced professionals or alumni who are ready to provide valuable advice, career tips, and personal support.
Studying in English means that some or even all courses and exams are offered in English, which broadens international career opportunities and strengthens language skills.
A pre-Bachelor's program prepares prospective students for a Bachelor's Program by teaching them the basics and improving their language and subject knowledge.
A scholarship is a financial award given to students based on merit, need, or special qualifications to reduce the cost of studying.
University accreditations are important indicators of the quality and recognition of their study programs. Institutions such as FIBAA, the Ministry of Education, the German Council of Science and Humanities and renowned international accreditation organizations such as AACSB and AMBA assess the academic excellence, practical orientation and international standards of universities. Numerous universities, such as MBS, work tirelessly to ensure that further accreditations are added and existing ones are renewed.
Below, we take a look at the most important accreditations for your marketing studies at Munich Business School.
| Munich Business School | Public German Universities | |
|---|---|---|
| State Accreditation | ✔️ | ✔️ |
| FIBAA | ✔️ | ❌ |
| Accreditation by the German Council of Science and Humanities | ✔️ | ✔️ |
| AACSB | ✔️ | ❌ |
| AMBA | ❌ | ❌ |
DID YOU KNOW?
Munich Business School has also won many rankings and awards. You can find an overview of these here:
All Rankings & Accreditations of MBSThese are the companies that regularly work on projects with Munich Business School students.
210
6 Semesters + Bachelor's thesis
German/English
Full-time Study
Bachelor of Arts (B.A.)
Integrated
Built-in
February & September
Are you interested in all the details of the MBS Bachelor's Program? Here you will find our detailed course of studies for the Bachelor International Business, where you can take the “International Marketing and Sales (Customer Relationship Management)” specialization and thus shed light on an optimal marketing degree.
Pick 1 out of 6:
Pick 1 out of 6:
Complete your first internship in the lecture-free period between the second and third semester
Pick 1 out of 6:
Feel more connected to the MBS community by actively participating in a variety of extracurricular opportunities.
20 ECTS from the field of international business studies at the partner university
Duration: 10 Weeks
In the International Innovation Management concentration, you will learn to manage innovation processes from the idea to marketing. You focus on customer needs, use market research and current methods such as design thinking. You will research technology trends and implement your own innovation projects in groups.
In this concentration, students learn the basics of market-oriented business management. The focus is on marketing & sales in the digital age. The course covers strategies such as market analysis, brand management and the optimal marketing mix, including market research and sales management. The goal is to secure long-term success on a national and international level.
In the International Finance concentration, students acquire in-depth knowledge in controlling, corporate finance and asset management for the global context. The focus is on modern methods and tools, including investment calculations, financing decisions, foreign trade financing and risk assessment on an international level.
In the International Procurement, Production and Logistics concentration, students learn to efficiently manage global supply chains. The focus is on optimizing the flow of goods and services in times of globalization and digitalization. The aim is to supply end customers on time, cost-effectively and in high quality.
In the International Human Resources Management and Leadership concentration, students acquire in-depth knowledge of strategic human resources management at an international level. The focus is on the role of employees as critical success factors, as well as on topics of leadership and development of employees.
Deepen your accounting knowledge from the first part of the MBS program and learn, for example, about the structure, concept and elements of accounting according to IFRS.
Feel more connected to the MBS community by actively participating in a variety of extracurricular opportunities.
Select from the following languages: Arabic, Russian, French, Chinese, Spanish, German
Pick 1 out of 3
Pick 1 out of 3
Choose a seminar that matches your concentration and prepare yourself optimally for your bachelor thesis.
Further individualize your studies and deepen the areas you are particularly interested in, such as:
At the end of your studies, you will understand the importance of ethical decisions in the business world, which has been addressed in different courses in all semesters. Regardless of the level – company, leader or individual - ethical behavior in the sense of our MBS value act responsible is crucial!
Select from the following languages: Arabic, Russian, French, Chinese, Spanish, German
Duration: 10 Weeks
Last but not least: Writing your Bachelor Thesis.
"Studying BBA International Business at Munich Business School has been transformative. The curriculum provides the ideal combination of theory and practical application, preparing students to thrive within the global business environment. [...]
The curriculum is solid and well-designed, addressing important aspects of international business such as marketing, finance, and cross-cultural management. The thing that impressed me most was the focus on gaining practical experience through internships, projects, and study abroad opportunities, which really equip students to face the rigors of a globalized marketplace."
Hlalala Mputswana on StudyCHECK
A marketing degree covers a wide range of topics, from classic marketing principles to modern digital strategies. Here are some of the central topics that are typically covered in marketing studies:
To develop successful marketing strategies, a basic understanding of market structures is essential. Students learn:
A central component of the course is the development and implementation of marketing strategies. This includes:
Why do people buy certain products? What influences their purchasing decisions? In marketing studies, consumer behavior is examined, including these topics:
Modern marketing strategies increasingly rely on high-quality, targeted content. Students learn
Social media is an essential part of modern marketing strategies. During their studies, students learn about the following aspects, among others:
Search engine optimization (SEO) and paid advertising on search engines (SEA) are crucial to being visible online. Students learn about:
Email marketing is one of the best-known methods of customer retention. The studies cover:
Studying marketing offers a wide range of career prospects, as every company needs a strong market presence and effective communication strategies. Graduates can work in various industries and positions, whether in companies, agencies or as self-employed professionals. Here are six exciting career opportunities:
Search engine optimization (SEO) and search engine advertising (SEA) are essential components of digital marketing. SEO specialists optimize websites for better visibility in search engines, while SEA experts manage paid ads (e.g. Google Ads). These professions are data-driven and in high demand.
As a brand manager, you are responsible for building and maintaining a brand. You ensure that the brand message is communicated consistently, develop advertising campaigns and analyze how the brand performs in the market.
Online retail is booming, and companies need experts to optimize online shops and digital sales strategies. E-commerce managers take care of product placements, conversion optimization and digital marketing for web shops.
As a marketing manager, you are responsible for developing and implementing marketing strategies. This includes brand positioning, campaign planning and analyzing market trends. This role requires strategic thinking, creativity and a good sense of target audiences.
In this position, you will manage a company's social media channels, create content, develop campaigns and analyze their success. The job is particularly exciting for creative minds who want to recognize trends and interact with communities.
Content marketing is one of the most important disciplines in modern marketing. In this position, you plan and create content such as blog articles, videos or podcasts that offer added value for the target group and contribute to brand loyalty.
DID YOU KNOW?
The following page is a great place to start learning about the roles of Marketing Manager, Brand Manager, Social Media Manager and other Business Studies roles:
Business Studies Careers| Prerequisites | Salary |
|---|---|
| Entry-level positions | about €35.000 – 50.000 per year |
| Mid-career level | about €50.000 – 80.000 |
| Executive level | about €80.000 – 150.000 + |
| Industry | Industry-dependent – e.g. higher in E-Commerce, Pharma & Consulting |
| Location | Higher in metropolitan areas like Munich |
| Experience | In most cases, the more experience, the higher the salary |
| Qualifications | In most cases, the more qualifications, such as a master's degree, the higher the salary |
DID YOU KNOW?
After an MBS Bachelor's or Master's degree, you can also take up all these professions abroad without any problems.
Marketing is an important skill that is useful in many areas of business. It helps businesses market themselves and get their products and services out to the public. Marketing professionals can work in many different areas, from advertising to sales.
A degree in marketing can help you gain these important skills. You'll learn how to effectively market products and get them out to the public. You'll also learn about the different strategies companies use to achieve their goals. A marketing degree prepares you for a range of career opportunities.
Marketing is a broad field, so there is no single major that you must complete to be considered a marketing expert. Instead, there are a number of different concentrations and areas of expertise that you can pursue, depending on what type of marketing you find interesting.
Some of the most popular majors in marketing include communication studies, business administration (with an emphasis on marketing), journalism, and psychology. These majors will help you understand the basics of marketing and familiarize you with the different aspects of the field.
If you want to choose a more specific focus, then you can also opt for a master's degree program on marketing,. These degree programs will help you specialize in a particular area of marketing and develop your skills in that field.
Business Studies is a very comprehensive subject and therefore there are different concentrations that you can choose. Some examples of majors are finance, marketing, business management or human resources. Depending on the direction you want to take, you can choose the appropriate focus.
Yes, you can study marketing! Marketing is a popular field of study offered at many different colleges and universities. There are both bachelor's and master's degree programs in marketing that will prepare you for a career in this field. Marketing is an exciting and versatile subject that introduces you to the fundamentals of marketing. You'll learn all about product development, pricing, advertising and sales. The courses are very practice-oriented, so you have the chance to test your skills in the real world during your studies.
Munich Business School offers a Business Studies Bachelor's degree with a marketing focus and a Marketing Master's degree.
Marketing is a broad subject that requires versatile knowledge and skills. Those who study marketing should not only be creative, but also think analytically and have an interest in technical topics. By studying marketing science, students acquire comprehensive knowledge of communication and sales strategies, market research, product development and management, and pricing. They also learn about the essential tools of marketing and understand how to use them.
As you probably know, marketing is an important discipline in any business. Without marketing, most companies cannot survive. So if you decide to study marketing, you already have a big advantage over other applicants. Nevertheless, there are many students who think that with a degree in marketing you can only do advertising. But this is not true! A degree in marketing prepares you for many more roles than you think. As a marketing manager, for example, you'll be responsible for planning and implementing marketing strategies. You'll work closely with the sales department and always have to keep an eye on the latest trends. In addition, you develop measures to increase customer satisfaction and ensure a positive public perception of the company. In short, a degree in marketing is diverse and exciting - and that's exactly why you should definitely consider it!
The opportunities on the job market for graduates of marketing studies are very good. In many companies today, marketing is an essential component of success and the demand for qualified employees is therefore high. With a marketing degree, you can specialize in various fields of activity, for example in the area of product development, market research or advertising. Smaller companies are also increasingly looking for employees with marketing training, so your chances on the job market are very good.
In marketing, there are various market structures that describe the competitive conditions in a particular market. These structures help companies develop their marketing strategies and tactics. Here are the most important market structures:
In perfect competition, there are many suppliers and many demanders who buy and sell homogeneous products. No company has any influence on the price, as it is determined by supply and demand. Marketing in a perfect competition often focuses on differentiating the product to stand out from other suppliers.
An oligopoly consists of a few large suppliers that control the majority of the market. These companies have significant influence over price and competition. Marketing in an oligopoly often involves price competition, product innovation, and marketing campaigns to gain market share.
In a monopoly, there is only one supplier who dominates the entire market. The company can determine the price and has no direct competitors. Marketing in a monopoly often focuses on branding and customer loyalty because demand is stable.
There are many suppliers here, but their products are slightly differentiated. Customers have many options, and companies try to stand out through marketing strategies such as branding, advertising, and product features.
This is a market structure where demand influences competition. There are many suppliers, but the focus is on creating demand through marketing activities to sell products or services.
In all of these market structures, the goal of marketing is to satisfy the needs of customers while making the most of competitive conditions. This can be achieved through pricing, product development, advertising, distribution channels and other marketing activities. The choice of the right marketing strategy depends heavily on the specific market structure in which a company operates.
In marketing, market strategies are plans and approaches that companies develop to achieve their business goals. Here are some common market strategies:
✓ Differentiation: This strategy aims to make a product or service unique in order to stand out from the competition. This can be achieved through unique design, quality, features, or brand image. The message to customers is, "Our product is different and better than others."
✓ Cost leadership: Here the focus is on offering products or services at a lower cost than the competition. This enables the company to offer competitive prices and/or achieve higher profit margins.
✓ Market development: This strategy involves entering new markets, whether geographically (expansion into new regions) or by introducing products for new customer groups. The aim is to expand the customer network.
✓ Market penetration: Here, the company attempts to increase its existing market share in a market already served. This can be achieved through aggressive advertising, price reductions, or customer retention.
✓ Product development: Companies focus on developing new products or services to better meet the needs of their customers or to adapt to changing market conditions.
✓ Diversification: This involves expanding into new business areas that are not necessarily related to the company's current core business. This can be riskier, but it offers opportunities for growth and diversity.
✓ Niche strategy: In this strategy, the company specializes in a small, specific target group and offers customized products or services to meet the needs of this group.
✓ Cooperation strategy: Companies may enter into alliances, partnerships, or joint ventures with other companies in order to jointly develop new markets or share resources.
✓ Online marketing strategy: In the digital era, online marketing strategy is crucial. It includes search engine optimization (SEO), social media marketing, content marketing, and more to build online visibility and customer loyalty.
Choosing the right marketing strategy depends on several factors, including the market structure, the competitive situation, the target group and the company's goals. A successful marketing strategy takes these factors into account to achieve the best results.
Brand-Driven Global
Marketing Strategies
| Some important aspects | Description |
|---|---|
| Consistent brand identity | The brand is used as a central element of the marketing strategy. This means that the brand image, message and values are communicated consistently across all markets and cultures. The brand should be internationally recognizable and consistent. |
| Local adaptation | Although the brand identity remains consistent, marketing messages and tactics are adapted in different countries and cultures. This may mean adapting advertising, product packaging and even product names to local preferences and cultural differences. |
| Standardization of core processes | To achieve efficiency and cost savings, companies can standardize and centralize certain core processes, such as production or logistics. This allows products or services to be offered more consistently and cost-effectively on a global basis. |
| Local partnerships and distribution channels | Companies can work with local partners to support sales and marketing in different countries. This makes it possible to leverage the local knowledge and market expertise of these partners. |
| Culture and market analysis | Companies need to conduct a thorough analysis of the culture and market in each target country. This helps understand cultural differences and ensure that the marketing strategy is respectful and effective. |
| Global brand management | Brand management and monitoring should be coordinated on a global level to ensure that the brand is protected and maintained in all markets. This includes protecting brand rights and monitoring brand image and reputation. |
| Consistent communication | Communication with customers should be consistent in terms of the brand message and values, regardless of where the customer is located. This can be achieved by using different communication channels such as advertising, social media and public relations. |
Brand-driven global marketing strategies are approaches that use a brand as a central element to market products or services worldwide. These strategies are particularly effective for companies that operate on an international scale. They are powerful tools for leveraging the benefits of a strong brand on a global scale. In addition, they allow companies to benefit from global recognition and trust-building while respecting local customer preferences and needs.
In marketing, consumer behavior is researched to understand how people perceive, select, purchase and use products or services. Consumer behavior is critical because it helps companies develop effective marketing strategies to successfully position their products or services in the marketplace. Here are some important aspects of consumer behavior:
Why is consumer behavior research done? Because it enables companies to optimize their marketing strategies, better tailor their products or services to their target audience, and ultimately operate successfully in the marketplace. Understanding consumer needs, wants and behaviors is critical to successfully market products and satisfy customers.
Content marketing is a marketing strategy in which companies create and share relevant and valuable content to attract, inform, and engage their audience. This content can come in various forms, including blog posts, videos, social media posts, e-books, and more. The main goal of content marketing is to build relationships with potential customers, increase brand awareness, and ultimately drive sales of products or services by providing useful information that meets the needs of the target audience. Content marketing aims to build trust and engage the target audience through high-quality and relevant content.
Social marketing refers to a marketing strategy that uses social principles and techniques to promote social change or social problems. Unlike commercial marketing, which markets products or services, social marketing aims to influence people's behavior to promote the common good.
The goals of social marketing can be varied, ranging from promoting health awareness and environmental protection to reducing societal problems such as drug abuse or pollution. Typical applications of social marketing include campaigns for smoking cessation, traffic safety, healthy eating, waste reduction, and more.
Social marketing uses marketing techniques such as audience analysis, message development, channel selection, and evaluation to effect behavior change in the target audience. It aims to inform, motivate and empower people to adopt more positive behaviors and address social issues.
The key aspect of social marketing is that it does not aim to maximize profits, but to benefit society and individuals. It is an effective way to promote positive social change and has an important place in areas such as healthcare, environmental protection and social justice.
Both approaches, SEO and SEA, are important parts of online marketing and can be used in your marketing strategy depending on your goals and resources. SEO focuses on long-term visibility in organic search results, while SEA delivers fast, paid results.
is an online marketing strategy in which you optimize your website and its content to rank better in the organic (unpaid) search results of search engines like Google. This means that your website will appear higher in search results when users search for relevant terms. SEO focuses on improving factors such as keywords, page structure, backlinks, and user experience to increase your website's visibility and organic ranking.
on the other hand, is a paid advertising strategy where you place ads in the search engines. You pay to place ads at the top of search results when users search for specific keywords. These ads are usually labeled "advertisement". SEA provides instant visibility and you pay per click on your ad. Popular platforms for SEA are Google Ads and Bing Ads.
| Aspect | SEO (Search Engine Optimization) | SEA (Search Engine Advertising) |
|---|---|---|
| Meaning | Free optimization of the website in order to rank better in the organic search results. | Paid advertising, where ads are placed in the search results for a fee. |
| Cost | Normally no direct advertising costs, but requires time and resources for optimization. | Direct advertising costs, since payment is made per click or impression. |
| Placement | Placement in organic search results depends on the quality and relevance of the website. | Advertisements are usually displayed above or next to the organic results. |
| Long-term effect | Long-term effect that extends over a longer period of time if the website is well optimized. | Instant results, but visibility ends when the ad campaign is stopped. |
| Organic traffic | Increases organic traffic and is sustainable in the long term. | Increases traffic as long as the campaign is running. |
| Keywords | Optimizes the use of keywords on the website to increase relevance. | Keywords are used in ads to target audiences. |
| Required Skills | Requires technical SEO knowledge and content optimization skills. | Requires knowledge of campaign management and keyword research. |
Here are the basic steps and principles:
First, you should set clear goals for your social media marketing campaign. Do you want to increase brand awareness, drive sales, build customer loyalty, or something else?
Understand who your target audience is. Analyze the age, gender, interests, and online behaviors of your potential customers. This will help you choose the right platforms and content.
Depending on the target group and industry, certain social media platforms are more effective. For example, Facebook, Instagram and Pinterest are suitable for visual content, while Twitter and LinkedIn are more suitable for professional networks.
Create engaging and relevant content that appeals to your target audience. This can be text, images, videos, or links to your website. Remember to communicate consistent brand messages.
Create an editorial schedule to ensure that you publish content regularly. Use scheduling tools to publish posts at specific times when your audience is active.
Respond to comments, messages, and mentions. Join conversations and show that you listen to your followers. This builds community and trust in your brand.
Use analytics tools to measure the success of your social media marketing efforts. Analyze metrics such as follower growth, reach, engagement, and conversions. Based on the results, continuously optimize your strategy.
Social media platforms offer advertising opportunities to increase your reach. You can target audiences, set ad budgets, and track the success of your ads.
Collaborate with influencers who have a large and engaged following to promote your brand or products.
Social media can be a powerful marketing tool to promote your brand, increase customer loyalty and create new business opportunities. It's important to be consistent and authentic to gain the trust of your target audience and never lose sight of the message. You should also be prepared to respond promptly and professionally to negative comments or crises on social media.
E-Mail Marketing
| 1. | Building an email list: | The first step is to build a list of email addresses. This can be done through incentives such as newsletter subscriptions, discounts, or free resources. The list should consist of people who have interest in your brand or offerings. |
|---|---|---|
| 2. | Audience segmentation: | The recipients on your list may have different interests and needs. Therefore, it is important to divide the list into segments in order to send targeted relevant content to specific groups. This improves the relevance of the messages. |
| 3. | Content creation: | Create content for your emails that speaks to the needs and interests of your target audience. This can be announcements, product information, blog posts, special offers and more. The content should be engaging and useful. |
| 4. | Email sending: | Emails are sent to recipients, usually using email marketing platforms or software. These tools allow personalization, time management and sending in bulk. |
| 5. | Measurement and analysis: | You monitor the performance of your emails using metrics such as open rates, click rates, conversion rates, and unsubscribes. This helps you understand how successful your campaigns are. |
| 6. | Automation: | You can set up automated emails that are triggered based on specific recipient actions or behaviors. Examples are welcome emails, birthday messages or shopping cart abandonment emails. |
| 7. | Customization and optimization: | Based on the results of your measurements, you adjust your email marketing strategy. You optimize subject lines, content and sending time to achieve better results. |
Email marketing is an effective way to build customer loyalty, promote products, share information and increase sales. However, it's important to ensure that your emails provide value to recipients and are in compliance with privacy regulations and spam laws.
