Masters in Marketing Management

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IB - International Marketing Management Master's Degree (M.A.) in Germany

Why should you do a master's in marketing management?

Marketing is constantly changing. Though digitization makes it easy to measure advertising effectiveness, the fragmentation of communication channels and the bombardment of advertisements in an “always-on” society makes it increasingly challenging to place advertising messages effectively. On a global level, this means flexibility is required in terms of strategic marketing decisions, creating a demand for a new type of manager who will help shape change. You see your future in international marketing? A Master’s in Marketing Management at CBS International Business School will equip you with the skills to analyse markets, target groups, and competitors while building brand awareness and designing products with maximum sales appeal – with the right advertising message and through the most efficient channel.

Marketing from all perspectives

Within the Marketing Master's, you acquire not only marketing knowledge but also develop a broad business-oriented foundation from business economics to supply chain management. In the first semester, you will be faced with a complex variety of marketing strategies and ways that lead to strong, distinctive, and worldwide branding. In light of global competition and cultural differences, this is not some trivial task: A good strategy a) takes into account trends and customer needs, b) points to the future and c) has the power to influence markets. In the second semester, you will learn the calculatory and psychological methods required for setting prices as well as how to influence sales figures, image, and length of the product lifecycle. The sales strategy, on the other hand, describes the decisions for distribution channels and defines sales targets. The third semester is devoted to the subject of market innovation because in the case of competitive or disruptive sectors, thought-out, anticipatory planning is necessary for launching new products or opening up new markets.

What are the requirements for a master's degree in Marketing?

You already have a first academic degree in business economics, such as a Bachelor of Business Administration. As the degree programme is completely in English, advanced English skills are a must.

Master's in Marketing Management at a Glance

ECTS 120
Semester 4
Language English
Type of Study Full-time
Degree Master of Arts
Campus Cologne | Berlin/Potsdam
Internship Integrated
Semester Abroad Optional

Start of Studies Summer Cologne
Start of Studies Winter Cologne | Berlin/Potsdam
Study Fee* 5.490€

*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 Masters in Marketing Management:

General business teaching units

Business Economics3 ECTS

Demand analysis & estimating demand
Supply and market equilibrium
Production economics
Cost analysis
Estimating cost functions and production functions
Economies of scale
Prices, output and strategy in different markets
Game theory models of oligopoly
Pricing techniques and analysis
Government regulation

Empirical Research Methods3 ECTS

Quantitative and qualitative methods
Development of a research question
Steps of research process
Methods of data collection
Sampling
Data analysis using statistical software programs (SPSS or R)
Writing a research report

Strategic Analysis & Management3 ECTS

Strategy making process and strategic reasoning
Cultural and institutional context of strategic management
Network-level strategies
Corporate development and configuration
Strategic change and corporate restructuring
Strategy evaluation and strategic controls

Innovation Management & Digital Transformation3 ECTS

Dynamics of innovation & their implications for change management
Individual creativity and invention
Corporate creativity & intrapreneuring
Technology management
Innovation and technology strategies
Managing innovations
Diffusion of innovations
Cultural differences in innovation capability
Contemporary trends in innovation management

Corporate Social Responsibility3 ECTS

Cornerstones of sustainable management
CSR as management approach
Practical approaches of organizational effectiveness
Tools for CSR implementation
CSR and financial performance
Life cycle assessment

Corporate Governance3 ECTS

Historical developments around the world
Directors and board structures in different parts of the world
Family business governance
Role of institutional investors
Corporate governance in mergers and acquisitions
Socially responsible investments
Corporate governance in different regions

Programme specific teaching units

Modern Marketing Strategies3 ECTS

The need of marketing strategies and the meaning of a global approach in this field
Tasks and extend of marketing strategies
Combination of strategies
Variations of strategy
General marketing strategies as a framework for marketing instruments
Development of product- and brand-specific marketing concepts
Instrumental consideration and integrated consideration of different instruments
Subjects and features of branch-specific marketing

Managing Brands In The Digital Era3 ECTS

Basics of Branding
Relevant models of Branding
Success factors of strong brands
Brand Equity approach
Identity-based Brand Management
Local and international brand strategies
Multi-brand approaches and brand tools
Creating and managing brands within digital business models
Brand architecture guidelines

Interdisciplinary competencies

Advanced Intercultural Team Leadership2 ECTS

Cultural theories and models
The influence of culture on behaviour
Team typologies
Phases of team development
Trust and control
Emergence and avoidance of conflicts
Leadership verses management
Leadership styles

Assessment Center Bootcamp 2 ECTS

Consulting Industry: Sector Overview Company Profiles – Job Opportunities and Consulting Careers
Job profile: Characteristics of capabilities and skills needed as a consultant
Job application and interview training
Consulting (mini) case study training
Framework for processing case studies
Brain Teaser Training
Case Simulation (Individual and Group Cases)

Language & Communication Skills2 ECTS

Students are initially placed into an ACTW (Advanced) or FCTW (Foundations) course based on their results of the placement test. International students who qualify for the ACTW course have the option to officially replace this course by a German course.

General business teaching units

International Economics3 ECTS

Globalization and income
Globalization and international trade
Trade and comparative advantage
Trade barriers and trade policy
Firm location, distance and transport costs
Currency crises and exchange rate policy
Financial crises, firms and the open economy

Applied Management Accounting3 ECTS

Managerial accounting and global business environment
Cost term, terms and classifications
Systems design: Job-order costing
Systems design: Process costing
Cost-volume-profit relationships
Sustainability and ethics in accounting decision making

Programme specific teaching units

Advanced Price Management3 ECTS

Fundamentals of pricing
Concepts of classic pricing policies and strategies
Price-demand functions and price elasticity
Behavioural fundamentals of pricing
Value-based price determination
Cost-oriented price determination
Price differentiation and bundling
Digital Pricing
International Pricing
Sustainable pricing strategies

Sales Excellence3 ECTS

Classification and integration of sales and marketing
Objectives and tasks of sales
Decisions in sales in front of increased complexity in the contemporary global landscapes
Domestic and international distribution structures and channels
Sales channel management
Managing the customer over the customer lifecycle and over all touch points
CRM typologies and approaches
Omnichannel management and concepts
Discount, rebate and bonus strategies

Business Project6 ECTS

The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation, 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.
Evaluate markets/ industries/ competitive landscapes.
Develop possible strategic directions for the “client” business.
Formulate recommendations.

Elective area

Business Elective3 ECTS

By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The following are examples of the types of courses on offer:

Corporate Strategy and Renewal
Digital Network Economy
Digital Leadership
Portfolio Theory
Power Pricing
Finance & Growth
Advanced Portfolio Management
Branding
International HRM
Start-up Management & Business Modeling
Trader in Capital Markets

Interdisciplinary Elective3 ECTS

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The Interdisciplinary Electives usually include subjects like:

Chat Bot Design
International Competitiveness
Omni-Channel Commerce
International Trade and Emerging Markets
Bitcoin and the Market of Cryptocurrencies
Business Process Modeling
Design Thinking & Adobe Creative Cloud
SAP S/4 Hana in Controlling and Finance
App Development in JavaScript
East Asian Culture and Business
Cultures of Consumption
SPSS

Interdisciplinary competencies

International Project Management2 ECTS

Social competence: Communication, motivation, groups and team structures, leadership, conflict management
Methodological competence: Structural aspects, time management, cost management, human resource management, creativity and problem solving
Organisational competence: Quality management, documentation, risk management, project start and closure

Emotional Intelligence 2 ECTS

Different Inteligencies – IQ vs EQ
The role of emotions – daily and work life
The construct of Emotional intelligence
Emotionally intelligent competencies & skills
Skills acquisition – Experiential/action learning
Reflection & reflexion
Encouraging engagement
Developing trust

Language & Communication Skills2 ECTS

General business teaching units

Value Based Management3 ECTS

Financial measurement of corporate strategies: the principles
Traditional value-based systems and their link with financial models
Cash flow return on investments (CFROI)
Customer life-time value
Corporate financial & compensation design

Sustainable Supply Chain Management3 ECTS

Defining a sustainable supply chain
Discussion of various theoretical concepts and their implications for sustainable supply chain management
Green marketing
Green logistics

Programme specific teaching units

Creating & Managing Market Innovation3 ECTS

Process of innovation and development funnel (advanced contents)
Users as innovators (advanced contents)
Customer experience innovation
Strategic innovation management
Strategic alliances
Social innovation
Sustainable innovation management
Sustainable business models
Sustainability and global innovations

Business Simulation Game3 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 behavior-related actions.

Master Thesis Tutorial2 ECTS

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

Elective area

Business Elective3 ECTS

Corporate Strategy and Renewal
Digital Network Economy
Digital Leadership
Portfolio Theory
Power Pricing
Finance & Growth
Advanced Portfolio Management
Branding
International HRM
Start-up Management & Business Modeling
Trader in Capital Markets

Interdisciplinary Elective3 ECTS

Chat Bot Design
International Competitiveness
Omni-Channel Commerce
International Trade and Emerging Markets
Bitcoin and the Market of Cryptocurrencies
Business Process Modeling
Design Thinking & Adobe Creative Cloud
SAP S/4 Hana in Controlling and Finance
App Development in JavaScript
East Asian Culture and Business
Cultures of Consumption
SPSS

Interdisciplinary competencies

Skills Elective2 ECTS

In the Soft Skills Courses you will improve your social, leadership and project management skills. Additionally to the courses in the first and second semester you can choose another one in the third semester. Decide for yourself which of your personal competences you want to push forward.

Business Plan Writing and Pitching2 ECTS

Discovering and evaluating entrepreneurial opportunities
Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories).
Feasibility analysis of business ideas
Transferring the idea into a Business Model
Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, keypartners, key activities, key resources, cost structure)
Business Plan: Introduction, Sample Case and General Outline
Developing the details of the business plan

Language & Communication Skills2 ECTS

Programme specific teaching units

Master Thesis24 ECTS

During your 4th semester you are working on your Master thesis. You have 19 weeks to complete your thesis and the subject is freely selectable. A supervisor from CBS will support you and you can write the thesis in collaboration with a company as well. Or you can write your thesis in connection with a stay abroad.

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.

What will you learn in the marketing master's degree?

In the first semester, you will be faced with the complex variety of marketing strategies and ways that lead to strong, distinctive and worldwide branding. In light of global competition and cultural differences, this is not some trivial task: A good strategy a) takes into account trends and customer needs, b) points to the future and c) has the power to influence markets. In the second semester, you will learn the calculatory and psychological methods required for setting prices as well as how to influence sales figures, image and length of product lifecycle. The sales strategy, on the other hand, describes the decisions for distribution channels and defines sales targets. The third semester is devoted to the subject of market innovation, because in the case of competitive or disruptive sectors, thought-out, anticipatory planning is necessary for launching new products or opening up new markets.

Masters in Marketing Management: Practice meets creativity

For positions in middle and senior management it is essential to consider theory and practice holistically in order to develop meaningful global strategies. Therefore, with the Marketing Master at CBS, you acquire not only relevant specialist knowledge based on scientific findings but also apply this knowledge practically. The essential thing here is creativity. After all, for marketing and advertising to be surprising, convincing or moving; creative approaches are required. Assessing the quality of creative service providers’ work will also be part of your career. In order to polish your own creativity, one of your assignments at CBS is a business project, where you will work on a case. In a business simulation game, you will see the effects of your proposed solutions while competing with others, and in a minimum eight-week internship at home or abroad, you will learn the ropes at work, get to know structures and processes and what it means to be creative.

Build up your expertise with a graduate degree

Join one of our virtual events and get to know the CBS

Virtual

Virtual Student Life in Germany Event

18. April 2023 | 16:00 - 17:30

Virtual

Online Information Session Master's

27. April 2023 | 17:00 - 18:00

Virtual

Evolution of the Brain

25. May 2023 | 16:00 - 17:00

Virtual

Global Supply Chain Risk Management

4. July 2023 | 16:00 - 17:00

Marketing Career Path - What are the job opportunities?

A Master’s in Marketing from CBS under your belt means you have specialist and practical knowledge from one of Germany’s most prestigious business schools. Possible career entry points are, for example, with international consumer goods manufacturers, global conglomerates, medium-sized companies or agencies. An academic career including a doctorate is also open to you.

The Master’s Thesis: Marketing on your own behalf

In order to concentrate fully on composing your Master’s Thesis, the fourth semester is lecture-free. Many students write their papers as part of a company project; others use the opportunity to study abroad at one of our partner universities.

Take your next step

Study Advisory

Trial Lectures

Financial Aid

Admission Process

Online Application

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

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Learn more about us and our graduate programmes

You would like to inform yourself about our Bachelor and Master programs at home in peace? Request your information material now without obligation and free of charge, and we will be happy to send you our study information material by e-mail.

Follow us on Instagram & Facebook, get to know us at one of our Information Events, or Contact our student advisors to learn more about us.

Anika Zaeske

Study advisory: Campus Cologne
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

Leah Krug

Study advisory: Campus Mainz
Got any questions? We are happy to help!

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

Ida Möhrke

Study advisory: Campus Berlin/Potsdam
Got any questions? We are happy to help!

Phone:	+49 (0) 178 57 61 749
WhatsApp:	Reach us on WhatsApp
E-Mail:	study@cbs.de

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."

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."

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."

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."

Christopher Rosenbaum

Manager
Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft

"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."

Britta 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."

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."

These graduate study programmes could also interest you:

What should I study?

Business Psychology

DIGITAL MARKETING

International Business

GLOBAL FINANCE

STRATEGIC MANAGEMENT

Wirtschaftspsychologie

CHECK OUT OUR GRADUATE PROGRAMMES

Write us on WhatsApp

Masters in Marketing Management

IB - International Marketing Management Master's Degree (M.A.) in Germany

Why should you do a master's in marketing management?

Marketing from all perspectives

What are the requirements for a master's degree in Marketing?

Master's in Marketing Management at a Glance

Study Course Plan

General business teaching units

Programme specific teaching units

Interdisciplinary competencies

General business teaching units

Programme specific teaching units

Elective area

Interdisciplinary competencies

General business teaching units

Programme specific teaching units

Elective area

Interdisciplinary competencies

Programme specific teaching units

What will you learn in the marketing master's degree?

Masters in Marketing Management: Practice meets creativity

Build up your expertise with a graduate degree

Join one of our virtual events and get to know the CBS

Virtual Student Life in Germany Event

18. April 2023 | 16:00 - 17:30

Online Information Session Master's

27. April 2023 | 17:00 - 18:00

Evolution of the Brain

25. May 2023 | 16:00 - 17:00

Global Supply Chain Risk Management

4. July 2023 | 16:00 - 17:00

Marketing Career Path - What are the job opportunities?

The Master’s Thesis: Marketing on your own behalf

Take your next step

Study Advisory

Trial Lectures

Financial Aid

Admission Process

Online Application

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

Learn more about us and our graduate programmes

Anika Zaeske

Leah Krug

Ida Möhrke

This is What Our Students Say

Philip Kollmann

Project ManagerWayne´s Coffee

Oliver Kiderle

EMEA Regional Product ExpertGoogle Inc.

Katrin Rieger

Bereichsdirektorin Reisevertrieb Deutschland / Vice President SalesHanseMerkur Krankenversicherung

Kalle Kenkel

Commercial Excellence ManagerGE Healthcare

Neil Jordaan

Global Digital Content ManagerElanco

Christopher Rosenbaum

ManagerErnst & Young GmbH Wirtschaftsprüfungsgesellschaft

Britta Jansen

HR Business PartnerHRS Group

Patrick Stein

Head of Human ResourcesBoston Consulting Group

These graduate study programmes could also interest you:

What should I study?

Business Psychology

DIGITAL MARKETING

International Business

GLOBAL FINANCE

STRATEGIC MANAGEMENT

Wirtschaftspsychologie

Project Manager
Wayne´s Coffee

EMEA Regional Product Expert
Google Inc.

Bereichsdirektorin Reisevertrieb Deutschland / Vice President Sales
HanseMerkur Krankenversicherung

Commercial Excellence Manager
GE Healthcare

Global Digital Content Manager
Elanco

Manager
Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft

HR Business Partner
HRS Group

Head of Human Resources
Boston Consulting Group