Content and focus of the degree programme:
(1) The students have to complete the following compulsory modules totalling 45 ECTS credits: 1. market research, 2. strategic marketing and strategic brand management, 3. digital marketing, 4. scientific research, 5. conception of the master's thesis, 6. supervision of the master's thesis. (2) The students also have to complete elective modules totalling 30 ECTS credits from the following list of courses: 1. intercultural brand management, 2. integrated brand communication, 3. multi-channel distribution and price management, 4. trends and consumer research, 5. marketing controlling and brand evaluation, 6. management of consumer experience, 7. product and service design, 8. current topics in marketing. (3) Moreover, the students have to complete elective modules amounting to 20 ECTS credits from the following list of courses; at least 10 ECTS credits of which from modules Z 1 to 7: 1. sustainable management, 2. design of effective market information systems, 3. ethics in marketing, 4. international marketing, 5. social listening and market ethnography, 6. e-commerce, 7. current topics in brand management, 8. leadership in organisations, 9. international management, 10. innovation diffusion, 11. innovation laboratory, 12. software-supported business management, 13. financing of business start-ups, 14. gender, work and organisation, 15. one module not yet completed according to § 8 par. 3, 16. module from other master’s programmes of the Faculty of Business Administration or the Faculty of Economics and Statistics, 17. interdisciplinary skills
