Masters in IB – 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 IB – 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 IB – 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

Programme specific teaching units

Customer Relationship Management3 ECTS

Relationship marketing vs. Transactional marketing
Concept of the customer lifetime value
Market segmentation and the customer lifetime value
Marketing strategies in the field of CRM
Big data marketing and CRM
Multi-channel marketing and CRM
Efficiency and effectiveness of loyalty programs

Service & Brand Management3 ECTS

Definition of services in comparison to manufactured goods
The importance of Service Environment
Challenges that must be identified and addressed by companies
Developing effective service marketing strategies
The Three-Stage Model of services
Applying the 4 Ps to services:
Service Product
Distribution
Pricing
Promotion
Balancing Demand against Productive Capacity
Managing People in Services Marketing and improving Service Quality
Importance of Customer Relationship Management in Services
Service processes
The Foundations of Identity-Based Brand Management
The Concept of Identity-Based Brand Management
Strategic Brand Management
Operational Brand Management
Identity-Based Brand Controlling
International Identity-Based Brand Management

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

Language & Communication Skills2 ECTS

The “Scholarly Writing and Analysis” course is offered for German native speakers. German as a foreign language is offered as an obligatory course for Non-native German speakers.

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

General business teaching units

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

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

Strategic Digital & Social Media Marketing 3 ECTS

Concepts: Online Marketing/ Digital Marketing
Digital marketing sub-disciplines and major activity areas
Performance measurement using Web analytics (e.g. Metrics and Tools)
Data-driven Advertising
Programmatic Advertising
Legal and ethical aspects of digital marketing (e.g., EU’s General Data Protection Regulation (GDPR))
Strategic planning and design of a social media marketing campaign

Experience Lab: Search Engine Marketing3 ECTS

Introduction: definition
Search Engine Optimization / SEO
Keyword research
On-page SEO
Web analytics and SEO tools
Search Engine Advertising/ SEA
Campaign settings

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. Typically you have the choice between two or three different electives:

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. Typically you have the choice between two or three different electives:

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

Event Management (Ted Talk) Seminar2 ECTS

Basics of event management
Objective of the event and different types of events
The event as a marketing and communication tool
Planning and preparation
Event execution
Tasks and role of the event manager
Choosing the right venue
Personnel selection

Programme specific teaching units

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.

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

Integrative Case Studies3 ECTS

Focused review of the curriculum content
Pre-assessment quiz/ content area assessment as benchmark for students’ status quo
Guide and Strategic Plan to Case Study Analysis
Writing a proper Case Study Analysis report
Developing proper answers to Case questions, applying the relevant theoretical knowledge and frameworks
In-depth Case Study Analysis with focus all subject areas of the curriculum
In-depth Case Study Analysis with special focus on Strategic Management

Venture Lab4 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, key partners, key activities, key resources, cost structure)
Business Plan: Introduction, Sample Case and General Outline
Developing the details of the business plan
Finding sources of financing: Business angels; Private equity; Start up financing; Venture capital investors
Preparing a pitch deck for successfully presenting the new venture business plan

Financials for Management and Marketing3 ECTS

Formal rules and assumptions, national law, IFRS, US-GAAP
The system of financial statements and accounts
Accounting for services and merchandising
Inventory valuation
Receivables and Liabilities
Plant, natural and intangible assets
Ratio analysis
Presentation of financial statements and overview of investment accounting standards
Types of business combinations, joint ventures
Consolidation on date of acquisition, impairment
Consolidation subsequent to acquisition date

Environmental Impact Management and Marketing3 ECTS

Historical developments and environmental policies: Evolution and role of industrial ecology and environmental management
The transition from a linear to a circular economic system
Industrial Metabolism, Dematerialization, Cradle to Cradle (C2C) & Circular Economy
Life-Cycle-Impact Portfolio and Life-Cycle-Assessment: Stages of LCA process, interconnectedness to supply chain

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

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

Advanced Negotiation & Influencing Skill2 ECTS

Positional and principal negotiations – advanced strategies and tactics
Identifying the opponent’s negotiation profile
Understanding the personal negotiation profile and preferences
General persuasion techniques
Negotiation maneuvers and tactics for advanced players
Techniques for opponent engagment
Managing emotions and self- programming for defending your point of view
Cialdini’s 6 principles of persuasion

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.

Internship or Study Abroad10 ECTS

You can choose between an internship (lasting at least eight weeks) or a semester abroad at one of our partner universities.

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 IB – 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.

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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.

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