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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.

  • ECTS 180
  • Semester 6
  • Language English
  • Type of Study Full-time
  • Degree Bachelor of Arts
  • Campus Cologne | Mainz | Potsdam
  • Internship Integrated
  • Semester Abroad Integrated
  • Start of Studies Cologne Summer + Winter
  • Start of Studies Mainz Winter
  • Start of Studies Potsdam Winter
  • Study Fee* 5.310 €
FINANCIAL AID
RANKINGS & ACCREDITATIONS

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.

Business English2 ECTS ? !

The aim of this course is 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. Since English is the medium of instruction in their respective study programmes, students are expected to reach a proficient user level in English within the first year.

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

Business English2 ECTS ? !

The aim of this course is 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. Since English is the medium of instruction in their respective study programmes, students are expected to reach a proficient user level in English within the first year.

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.

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

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 ? !

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.

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

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:

  • 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 ? !

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:

  • 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 ? !

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.

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.

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 ? !

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.

Bachelor International Business Marketing Management Student

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 internationality 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?

Alumni Testimonials_Oliver Kiderle

"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."

Oliver Kiderle

EMEA Regional Product Expert
Google Inc.
Alumni Testimonials_Patrick Stein

"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."

Patrick Stein

Head of Human Resources
Boston Consulting Group
Alumni Testimonials_Katrin Rieger

"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."

Katrin Rieger

Bereichsdirektorin Reisevertrieb Deutschland / Vice President Sales
HanseMerkur Krankenversicherung
Alumni Testimonials_Kalle Kenkel

"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."

Kalle Kenkel

Trainee Performance Marketing
RTL Mediengruppe

"Above all, practice-oriented learning and soft skills made it easier for me to enter the professional world and I still benefit from this today. Internationality, learning in small groups and soft skills were then and still are my main reasons for choosing the CBS."

Henriette Hellwig-Stieger

Senior Consultant
Compass GmbH
Alumni Testimonials_Philip Kollmann

"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."

Philip Kollmann

Projektmanager
Wayne´s Coffee Deutschland
Alumni Testimonials_Julia Hack

"My studies at the CBS have given me a very good basis, which helps in many ways with a start-up - be it with financial planning or marketing strategy."

Julia Hack

Gründerin
Green for me
Alumni Testimonials_Florian Schuhmacher

“In addition to an excellent academic education CBS provides its students with all the necessary tools and instruments they need to allow them to take responsibility and shape their future in an international environment.”

Florian Schumacher

Programme Director and Senior Consultant
KCIG GmbH
Alumni Testimonials_Christoph Rosenbaum

"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."

Christopher Rosenbaum

Manager
Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft

"The CBS taught me the essential professional basics for this with realistic and up-to-date lectures."

Christian Böhmer

Strategic Analysis Manager
Oman Oil Company S.A.O.C
Alumni Testimonials_Britta Jansen

"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."

Britta Jansen

HR Business Partner
HRS Group
Alumni Testimonials_Neil Jordaan

"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."

Neil Jordaan

Global Content Manager
Bayer AG

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.

What are you waiting for?

NEED MORE REASONS? FIND OUT WHY CBS IS THE RIGHT CHOICE FOR YOU

  • INTERNATIONAL

  • PRACTICE ORIENTED

  • ACCREDITED

  • PERSONAL

WHY CBS?

Download a brochure & learn more about us

Would you like to learn more about our Bachelor's and Master's programmes at home in peace? Download the CBS brochure for an in-depth look at our business study programmes.  

We hope that you enjoy getting to know more about our school, study programmes and what we stand for. Follow us on Instagram & Facebook, get to know us at one of our Information Events, or Contact our student advisors to get more info.

Angelina Hallmann

Angelina Hallmann

Study advisory: all Campuses
Got any questions? We are happy to help!

Phone: +49 (0) 221 93 18 09-31
WhatsApp: Reach us on WhatsApp
E-Mail: study@cbs.de
Mirjam Zimmermann

Mirjam Zimmermann

Study advisory: all Campuses
Got any questions? We are happy to help!

Phone: +49 (0) 6131 88055 31
WhatsApp: Reach us on WhatsApp
E-Mail: study@cbs.de
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