Bachelor's Degree in International Marketing Management

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IB – Marketing Management (B.A.) Bachelor's Degree in Germany

Bachelor International Business Marketing Management Student

What do you learn in a marketing management degree programme?

Theoretically, the best product or the most attractive service should have no trouble succeeding on the market. Practically, however, the marketing is often decisive. Why is a particular detergent the market leader? Why does one business software company have fans and others just customers? Marketing is an art. And a science. The Marketing Management studies at CBS will teach you marketing from the ground up. From classic advertising to social media to digital marketing strategies. But these are only a few aspects – marketing managers today also need to master customer loyalty, procurement marketing, and personnel marketing.

Your Marketing Management studies at CBS is a specialisation within the International Business programme. Instruction is held in English. In semesters 3 through 6, you will get to know the whole marketing spectrum. Knowledge about consumer behaviour and the management of customer relations as well as company communication forms the basis. In this way you are already prepared for a business project by the fourth semester: You will tackle a real task or work on a case study – and present your results at the end. Presenting ideas and results is one of the essential tools for your future career.

International Marketing Management at a glance

ECTS 180
Semester 6
Language English
Type of Study Full-time
Degree Bachelor of Arts
Campus Cologne
Internship Integrated
Semester Abroad Integrated

Start of Studies Summer Cologne
Study Fee* 5.370 €

*The displayed prices are semester fees. For non-EU students' fees please check the tuition fees information page. Status: March 2021.

Study Course Plan

Some information about the study plan for the study programme Bachelors in International Marketing Management:

General business teaching units

Business Operations3 ECTS

Introduction: Basic business, economic, and market principles and key terms
External Business Environment
Global Markets
Competitive Environment
Internal Environment
Management, Leadership & Motivation
Business Function: HR, Operations, Marketing, Finance & Accounting
Entrepreneurship
Business Ethics and CSR
Emerging Business Trends

Business Law3 ECTS

Survey on different legal systems and the harmonizing effect of EU Law
Concluding a contract
Different types of contracts and their typical features
Performance and obligations
Solving problems (e.g. failure to perform, liabilities)
Safeguarding creditors’ rights
Forms of business organizations

Mathematics3 ECTS

Introduction to functions, graphs and interpretations
Understanding Derivatives
Applications of Derivatives
Understanding Differential Equations
Applications of Differential Equations
Understanding Logarithms
Applications of Logarithms

Statistics3 ECTS

Introducing data and statistics
Descriptive statistics and exploratory data analysis
Introduction to probability theory
Discrete and continuous probability distributions
Sampling and sampling distributions
Interval estimations
Hypothesis development and testing
Simple linear regressions

Financial Accounting3 ECTS

The purpose of accounting
Formal rules and assumptions, national law, IFRS, US-GAAP
The system of financial statements and accounts
Accounting for services and merchandising
Inventory valuation
Receivables
Plant, natural and intangible assets
Liabilities
Owner’s equity of corporations
Value-added tax

Applied Financial Accounting3 ECTS

The purpose of accounting
Formal rules and assumptions, national law, IFRS, US-GAAP
The system of financial statements and accounts
Accounting for services and merchandising
Inventory valuation
Receivables
Plant, natural and intangible assets
Liabilities
Owner’s equity of corporations
Value-added tax

Programme specific teaching units

Marketing3 ECTS

Marketing Definition and Process
Marketing in Context of Corporate Strategies
Internal Analysis and Marketing Environment (Micro)
Marketing Environment (Macro)
Consumer Buying Behaviour
Market Segmentation
Strategic Brand Management
Marketing Instruments (Product, Price Place, Promotion)
Marketing and Sustainability

Human Resource Management3 ECTS

Recruitment and Attraction
HR Planning, Controlling & Instruments
Training and Employee Development
Motivation and Leadership
Compensation and Benefits
Performance Appraisal and Management
Certificate of employment
HR Ethics
Trends in HRM

Interdisciplinary competencies

Foreign Language2 ECTS

Depending on the student‘s choice, language courses are offered, for example, in English, Spanish or French. If you choose the English-Only track, the lessons will focus on the intensive development of your English skills.

Academic Business English2 ECTS

This course aims to solidify the students’ existing language competencies as independent users of English and to enable them to apply this to their studies, focusing on educational and business domains. Students will learn the skills and process of critical thinking and analysis and how to express and elaborate their thoughts, opinions, and arguments. Students will have gained an understanding of complex language and writing skills to organize and develop their ideas in a scholarly way.

Personal Skills2 ECTS

In courses such as Rhetoric and Presentation or Business and Society your social and leadership skills are trained. In addition to various compulsory courses, there are optional subjects where you can choose which of your competences should be particularly strengthened.

General business teaching units

Microeconomics3 ECTS

Introduction into microeconomic models
Consumer theory
The theory of the firm
Competitive markets
Market failure
Market power and monopoly
Oligopoly and monopolistic competition
Externalities
Asymmetric information
Introduction to game theory

Applied Microeconomics3 ECTS

Introduction into microeconomic models
Consumer theory
The theory of the firm
Competitive markets
Market failure:
Market power and monopoly
Oligopoly and monopolistic competition
Externalities
Asymmetric information
Introduction to game theory

Market Research3 ECTS

Introduction to Market Research
Defining the marketing research problem and developing an approach
Research design
Secondary Data
Qualitative research
Quantitative research
Scaling and sampling
Fieldwork and Data preparation
Basic data analysis (how to use it)
Report preparation and presentation

Cost Accounting3 ECTS

Rationales of cost accounting
Simplistic methods of overhead allocation
Job costing
Process costing
Activity-based costing
Overcapacity costing
Joint product costing
Overhead analysis sheet
Concepts of relevant cost and revenue
Budgeting

Programme specific teaching units

Supply Management3 ECTS

Industrial Buying Behaviour
New perception of supply management
The procurement marketing process
Situation Analysis: Defining critical supply problems, potentials, targets and strategies
Need Analysis: Defining the demand
Evaluating and Selecting Supply Markets
Supplier Evaluation: Find the ‘right supplier’
Supplier Relationship Management: Importance of supplier collaborations
Supplier Negotiation Process: Strategies and tools
Green procurement: Describing a sustainable procurement model
Creating a basis for sustainable procurement and integrating sustainable measures into procurement processes
Sustainable supplier management: Key theories and practices

Strategic Management3 ECTS

Introduction to Strategy and Strategic Management
External Analysis: understanding opportunities and threats the environment offers
Internal Analysis: uncovering strengths and weaknesses of the organization
Generic business-level strategies for competitive advantage
Basic Corporate-level strategic choices for long-term profitability
Diversification strategy
Internationalization
Mergers and acquisitions
Strategic entrepreneurship
Strategic leadership
Social Responsibility and Ethics of Strategic Management
Basics of Corporate Governance

Introduction to Finance6 ECTS

Finance: Goals, Functions and Environment
Financial analysis and Financial Forecasting
Managing Working Capital
Sources of Short-Term Financing
Capital Markets and Investment Banking
External financing resources: Debt capital
External financing resources: Equity capital
Capital Budgeting: The Time Value of Money
Capital structure and the Cost of Capital

Interdisciplinary competencies

Academic Business English2 ECTS

Foreign Language2 ECTS

Personal Skills2 ECTS

General business teaching units

Macroeconomics3 ECTS

Indicators: Gross Domestic Product and its major components, Inflation
Labour Markets and unemployment
The classical AS-AD model
Keynes’ IS-LM Model
The basic RBC model
Monetary Policy
Fiscal Policy

Applied Macroeconomics3 ECTS

Indicators: Gross Domestic Product and its major components, Inflation
Labour Markets and unemployment
The classical AS-AD model
Keynes’ IS-LM Model
The basic RBC model
Monetary Policy
Fiscal Policy

Programme specific teaching units

International Management3 ECTS

Determinants & dimensions of culture in business
Culture & styles of management
Culture & corporate structures
Culture & leadership
Culture & corporate strategy
Cultural change in organisations
Culture and international marketing management
Cultural diversity in organisations
Business communication across culture & barriers to intercultural communication
Working with international teams
Conflicts & cultural differences
Developing intercultural communicative competence

Digital Management3 ECTS

Global competition and the transnational corporation in the global economy
Emerging markets
Institutions governing competition
Formal and informal institutions
Organizational designs for multinational companies
Location-based aspects: Competitive advantages of countries
Organization, local adaptation and the need for standardization
New approaches in International Management (Born Global, QRC, …)
Networks and innovation
Managing people in multinational enterprises
Managing expatriates
Leadership and management behaviour in multinational companies

Integrative Case Study3 ECTS

Guide and Strategic Plan to Case study analysis
Writing a proper case study analysis report
In-depth Case Study Analysis with focus on Financial Management
Solving of interdisciplinary case studies with a focus on digital management

Elective area

Corporate & Customer Communication3 ECTS

Introduction to Communication Policy/Instruments
Models of Interaction
Theories of Communication
Market Segmentation and Target groups of Communication campaigns
Communication strategies across borders and cultures
Communication tools
New approaches like sustainability reports etc.
Measurement of Communication
Control

Consumer Psychology & Behavior3 ECTS

Consumer Behaviour in general
Relevant models of Consumer Behaviour
Psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media)
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer domestic and all over the world
New global trends in marketing (e.g. Guerilla Marketing, Sustainability Marketing)

Customer Relationship Management3 ECTS

Introduction to CRM
Relationship Marketing vs. Transactional Marketing in front of increased complexity in the contemporary global landscapes
Concept of the Customer Lifetime Value
Market Segmentation and the Customer Lifetime Value
Marketing Strategies in the field of CRM
Efficiency and effectiveness of loyalty programs
Privacy concerns and CRM
Future Trends in CRM

Interdisciplinary competencies

Foreign Language4 ECTS

Personal Skills2 ECTS

General business teaching units

Management Information Systems3 ECTS

IT and MIS as enablers of strategic decision making
E-business, networks, and mobile technology
Infrastructure, hardware and software
Databases and data warehouses
Business Intelligence
Networks and communications
Operations management and supply chain management
Enterprise resource planning
Limitations and risks of IT systems and applications
MIS market trends, major providers and IT solutions.
The role of social media in business
Industry 4.0 and the Internet of Things

Programme specific teaching units

Corporate Tax3 ECTS

The overall aim of this module is to introduce students to the basic concepts of corporate taxation, especially the different types of taxes, transparent and intransparent entities and the value added tax.

Elective area

Business Elective 13 ECTS

These courses aim to enable the students to develop and/or strengthen relevant skills that are of particular interest to them. Electives allow students to expand their knowledge. The following are examples of the types of courses on offer. Typically you have the choice between two or three different electives.

International Marketing
International Human Resource Management
Organisational Behaviour
Global Supply Chain Management
Entrepreneurship
Diversity in Business
Corporate Social Responsibility
International Accounting
Advanced Statistics
Design Thinking
Quantitative Social Media Research
SAP as Enterprise Resource Planning Software
Snack Content
Harvesting and analyzing social media data for business purposes
Industry 4.0

Business Elective 23 ECTS

International Marketing
International Human Resource Management
Organisational Behaviour
Global Supply Chain Management
Entrepreneurship
Diversity in Business
Corporate Social Responsibility
International Accounting
Advanced Statistics
Design Thinking
Quantitative Social Media Research
SAP as Enterprise Resource Planning Software
Snack Content
Harvesting and analyzing social media data for business purposes
Industry 4.0

Business Project6 ECTS

The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation (real or scenario-based), related to the field of their specialization. By the end of the module students should be able to:

Define project goals for the “client”.
Work under the set timeframe and agreed project scope.
Cooperate in the international project teams.
Plan and conduct secondary and primary research to gather necessary information: understand which information is needed and where to look for it.
Conduct analysis of the “client business”: be able to understand the researched information in a wider context.
Evaluate markets/ industries/ competitive landscapes.
Develop possible strategic directions for the “client” business.
Formulate recommendations

Online & Social Media Marketing3 ECTS

From one-to-many communication model to a many-to-many communication
Fundamental global principles of communication
International Markets are conversations
Listen and Learn
Social Media Tools: Facebook, Twitter, YouTube
Crowdsourcing
Share and grow
The Long Tail – think niche
Basics Social Media Marketing/Management
Crowdsourcing
Personality Branding
Social Media Customer Service Center
Social Media Monitoring
Social Media for B2B communication

Search Engine Marketing3 ECTS

Introduction: definition
Search Engine Optimization / SEO
Keyword research
On-page SEO
Link building
Social media & SEO
Web analytics
SEO tools
Search Engine Advertising/ SEA
Writing ads
Campaign settings
Conversion tracking
Remarketing
Combination of SEO and SEA.

Interdisciplinary competencies

Foreign Language4 ECTS

Personal Skills2 ECTS

Semester Abroad

Semester Abroad25 ECTS

You will spend the fifth semester at one of our numerous partner universities abroad. Our International Office supports you in the selection & application process and coordinates the courses to be taken abroad with you in advance.

Programme specific teaching units

Bachelor Thesis12 ECTS

During your 6th semester you are working on your Bachelor thesis. You have 12 weeks to complete your thesis and the subject is freely selectible. A supervisor from CBS will support you and you can write the thesis in collaboration with a company as well.

Bachelor Thesis Tutorial1 ECTS

During the Bachelor Thesis Tutorial you will learn the fundamentals for your Bachelor thesis: Defining the topic as well as structuring the thesis and you will learn the theoretical knowledge for scientific working.

Business Simulation Game4 ECTS

In a business simulation game participants have to manage their own virtual company which operates in the same market as other participant-operated competitors. This involves making typical management decisions in realistic environments. Beside the deepening and active examination of subject-specific knowledge the simulation games also include the team environment, where interaction, communication and prioritization are of paramount importance. Participants learn how to manage risk and uncertainty while time is limited and information constrained. Group-reflections help to take over different perspectives and to discuss pros and cons of content- as well as behaviour-related actions.

Elective area

Product & Price Strategies3 ECTS

Typologies of products and services
Value drivers of successful product management
Price and its microeconomic foundations
The importance of price and product within the marketing mix
Selecting the appropriate pricing approach for different product categories
Cost-based, competition-based and value-based price strategies
Pricing techniques and tools for optimal goal-achievement
Digital vs. non-digital products and their appropriate price strategies
International pricing decisions

Sales Excellence3 ECTS

Introduction to sales
The decision field of Marketing
The information needs of marketing
Multivariate statistical analysis methods (e.g. product demand, competitors)
State of research of quantitative marketing
Methods and application
The structure of the data matrix
Statistical analysis methods
Mathematical models
Operations Research

Interdisciplinary competencies

Personal Skills2 ECTS

An internship (10 ECTS) in Germany or abroad is integral part of your degree. Our Career Service is happy to support you in finding the perfect company.

Learn how to manage business relationships with a marketing management degree

Every company wants to attract and retain customer while also aiming to ensure a good relationship with suppliers, employees, applicants, investors and the general public. Managing these relationships is a task for marketing managers. And all disciplines are quite different. Those like online advertising and shop optimization can be measured very quickly and easily, while others such as sponsorship and pure image advertising have an indirect impact. You will find out which goals are achievable with which measures. You will also learn about the latest marketing trends such as social commerce, marketing automation and the opportunities of the internet of things.

Sales process optimization

In marketing and sales, there are a lot of set screws, whose adjustment affects a business’s success. Which channels and what kinds of messages make sales happen? Which measures are inefficient? How is data best utilized? Your marketing management studies enable you to tackle challenges holistically. This is valuable knowledge that will benefit your future employer. And, of course, you as well.

We take practical experience Soft-Skills & international aspects seriously

Today, marketing is international. In corporate headquarters, the focus is placed on global advertising campaigns, and marketing strategies are developed accordingly. Experts are needed who not only understand the world of marketing but also display intercultural competence. This is the advantage of the International Business studies at CBS: in addition to the instruction in English, plus an elective foreign language and classmates from around the world, a semester abroad at one of our partner universities is included as well where you will learn a different view of customer relationships. For example, the USA, the pioneer country for most marketing trends. You also have a compulsory internship with a company. How about a company abroad or in the international marketing department of a German company? Our Career Service supports you in finding an exciting internship in Germany or abroad with a renowned company!

Several practical phases are integrated into the curriculum of the International Marketing Management Bachelor's Degree so that you can optimally prepare yourself for the job market and get to know various aspects of different industries during your studies. For example, you will work on complex issues in a joint business project with corporate partners or will practice your acquired theoretical knowledge in our Business Simulation Game.

In addition, our soft skills courses teach you how to lead teams and communicate effectively with your fellow students at all levels of the hierarchy. Whether in a job interview or at an important final presentation - a confident appearance is the sum of your experience and targeted training in which you can improve your skills. with convincing charisma and rhetoric, you will always be successful in your working life.

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What can you do with a marketing degree?

As a graduate of the marketing management programme, you have the opportunity to enter the brand management of large consumer goods manufacturers, for example, where marketing is practically the most important department. You will have plenty of responsibility early on and can leverage this as a springboard to start your career. If you find that complex strategies along the entire value chain are what interest you, a globally networked, medium-sized company will be an interesting employer. Or you can focus on the analytical side of marketing and become a sought-after digital expert.

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This is What Our Students Say

Philip Kollmann

Project Manager
Wayne´s Coffee

"Especially the soft skill courses have been of great help for my performance in job interviews. Through my work in the Finance and Business Club I have built up a broad network and acquired project management skills that have enabled me to score points with companies."

Katrin Rieger

Bereichsdirektorin Reisevertrieb Deutschland / Vice President Sales
HanseMerkur Krankenversicherung

"The practical learning in small groups prepared me optimally for today's project and team work. The CBS provided me with the decisive soft skills and current knowledge from the world of business."

Christopher Rosenbaum

Manager
Ernst & Young GmbH
Wirschaftsprüfungsgesellschaft

"The Management Studies programme prepares you thoroughly for the tasks of a consultant. In particular, the development of presentation techniques as well as analytical thinking is of enormous importance in the everyday life of a consultant."

Brita Jansen

HR Business Partner
HRS Group

"The CBS is an internationally oriented and very practically orientated university which prepared me very well for the professional world through the compulsory internship, the courses offered and the required project/group work."

Oliver Kiderle

EMEA Regional Product Expert
Google Inc.

"The focus on internationality and practical skills have had a very positive influence on my development at Google. Especially the structured and very versatile project work, which is often found at a private school, was extremely helpful."

Kalle Kenkel

Commercial Excellence Manager
GE Healthcare

"My studies at CBS prepared me for a career in today's dynamic, global work environment. As one's origin and physical location become less and less decisive, it has become increasingly important to have a multinational network and adapt quickly to various cultures and environments."

Neil Jordaan

Global Digital Content Manager
Elanco

"Many professors shared their professional business experience with us in class and were able to illustrate dry theory with practical examples. I also enjoyed the international atmosphere on campus."

Patrick Stein

Head of Human Resources
Boston Consulting Group

"The strongly practice-oriented studies and the international orientation of the CBS, as well as the lectures held in English, were an absolutely necessary basis for starting a career with a renowned, international company."