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INFOMATERIAL ANFORDERN
INFOMATERIAL ANFORDERN
Bachelor
Master
WiWo_BesteFachhochschulen2021_CBS_International_Business_School

Marketing Management Master

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IB Marketing Management (M.A.) in Köln & Berlin/Potsdam studieren

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Warum solltest Du Marketing Management im Master studieren?

Die stetige Digitalisierung hat die einst übersichtliche Werbelandschaft in ein Marketinguniversum verwandelt. Mit dem Master in Marketing Management behältst Du jederzeit den Überblick. Wie wird die Effektivität von Werbemaßnahmen heute gemessen? Wie werden Werbebotschaften wirksam platziert? Erfolgreiche Marketing Managerinnen und Manager schenken der Gegenwart Beachtung und denken gleichzeitig in die Zukunft. Auf globaler Ebene erfordern strategische Entscheidungen im Marketing eine flexible und kreative Herangehensweise.

International Marketing Management – Master of Arts an der CBS

Du siehst Dich im internationalen Marketing und willst den Wandel aktiv mitgestalten? Mit dem englischsprachigen Masterstudium Marketing Management in Mainz und Köln an der CBS steigerst Du Deine Chancen. Hier lernst Du unter anderem, wie Du:

  • Märkte, Zielgruppen und Wettbewerber analysierst.

  • die Bekanntheit von Marken aufbaust und steigerst.

  • Produkte umsatzorientiert ausrichtest.

  • Preise sinnvoll gestaltest.

  • moderne Marketingstrategien konzipierst.

  • effektive Werbebotschaften kreierst.

  • Inhalte in den effizientesten Kanälen platzierst.

Was sind die Zugangsvoraussetzungen?

Du kannst einen ersten akademischen Abschluss aus dem wirtschaftswissenschaftlichen Bereich vorweisen, beispielsweise einen BWL-Bachelor. Da der Studiengang durchgängig auf Englisch ist, sind fortgeschrittene Englischkenntnisse eine Voraussetzung.

  • ECTS 120
  • Semester 4
  • Vorlesungssprache Englisch
  • Studienform Vollzeit
  • Abschluss Master of Arts
  • Campus Köln | Berlin/Potsdam
  • Praktikum Integriert
  • Auslandssemester Optional
  • Studienbeginn Sommer Köln
  • Studienbeginn Winter Köln | Berlin/Potsdam
  • Studiengebühren* 5.490€
FINANZIERUNG
AKKREDITIERUNG & RANKINGS

Studienverlaufsplan

Diese Studieninhalte erwarten Dich in den einzelnen Semestern im Masterstudiengang Marketing Management:

Allgemeine wirtschaftswissenschaftliche Inhalte

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

Programmspezifische Lehrinhalte

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

Überfachliche Kompetenzen

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.

Allgemeine wirtschaftswissenschaftliche Inhalte

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

Programmspezifische Lehrinhalte

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.

Wahlbereich

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

Überfachliche Kompetenzen

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 ? !

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.

Allgemeine wirtschaftswissenschaftliche Inhalte

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

Programmspezifische Lehrinhalte

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.

Wahlbereich

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

Überfachliche Kompetenzen

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 ? !

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.

Programmspezifische Lehrinhalte

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.

master-marketing-management

Marketing Management Master – Was sind die Studieninhalte?

Im Marketing Studium lernst Du neben fundiertem Marketingwissen ein breites betriebswirtschaftliches Spektrum kennen – von Business Economics bis Supply-Chain-Management.

Einführung ins Marketing – Studieninhalte im 1. Semester

Der Master in Marketing Management führt zu Beginn in moderne Marketingstrategien ein. Du erfährst auch, welche Maßnahmen zu einem starken und differenzierten weltweiten Branding führen.

Auswahl von Kursen im ersten Semester:

  • Strategic Analysis and Management

  • Innovation Management and Digital Transformation

  • Modern Marketing Strategies

  • Managing Brands in the Digital Era

  • Advanced Intercultural Team Leadership

Studium Master Marketing Management – Studieninhalte im 2. Semester

Welche kalkulatorischen und psychologischen Methoden gibt es, um Preise festzulegen? Wie können Marketing Managerinnen und Manager Abverkaufszahlen, das Image und den Produktlebenszyklus beeinflussen? Die Antworten erhältst Du im zweiten Semester, wenn Du an der CBS International Business School den Master Marketing Management studierst. Die Verkaufsstrategie definiert hingegen Distributionskanäle und Absatzziele.

Auswahl von Kursen im zweiten Semester:

  • International Economics

  • Interdisciplinary Elective

  • Advanced Price Management

  • Sales Excellence

  • International Project Management

International Marketing Management – Studieninhalte im 3. Semester

Der Themenbereich Market Innovation ist vor allem in wettbewerbsintensiven oder disruptiven Branchen elementar. Im dritten Semester wird daher die Bedeutung durchdachter und vorausschauender Planungen dargelegt, um neue Produkte zu lancieren und Märkte zu erschließen.

Auswahl von Kursen im dritten Semester:

  • Value Based Management

  • Sustainable Supply Chain Management

  • Creating and Managing Market Innovation

  • Business Simulation Game

  • Master Thesis Tutorial

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Master Marketing Management an der CBS: Kreativität trifft Praxis

Im Fokus internationaler Marketing Managerinnen und Manager stehen zielführende globale Strategien. Möchtest Du diese entwickeln und umsetzen, müssen Theorie und Praxis ganzheitlich betrachtet werden. Das CBS-Masterstudium Marketing Management vermittelt wissenschaftlich fundiertes Fachwissen, das in der praktischen Anwendung zu guten Ergebnissen führen soll. Dafür ist Kreativität essenziell, denn:

  • Werbemaßnahmen müssen überraschen.

  • Werbebotschaften müssen bewegen.

  • Marketing-Strategien müssen überzeugen.

Um Deine Kreativität zu fördern, wirst Du im Rahmen eines Business-Projekts einen eigenen Case bearbeiten. Im Business Simulation Game testest Du, wie effektiv Deine Lösungswege sind. Außerdem absolvierst Du ein mindestens achtwöchiges Praktikum im In- oder Ausland – hier lernst Du, mit verschiedenen Arbeitsweisen, Kreativität, Strukturen und Prozessen umzugehen.

International Marketing Management: Master-Thesis schreiben

Im vierten Semester kannst und sollst Du Dich voll und ganz auf Deine Master-Thesis konzentrieren. Aus dem Grund ist das letzte Semester im Marketing-Management-Masterstudium komplett vorlesungsfrei. Viele Studierende schreiben ihre Masterarbeit im Zuge eines Projekts bei einem ausgewählten Unternehmen.

Andere nutzen die vorlesungsfreie Zeit für ein Auslandssemester an einer Partnerhochschule der CBS International Business School. Dafür kannst Du Dich jederzeit an den Career Service der CBS wenden, um passende Partnerhochschulen oder Unternehmen zu finden. Dank eines breit aufgestellten Netzwerks können wir die Studierenden der CBS während des gesamten Studiums umfassend beim Aufbau ihrer Karriere unterstützen.

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  • PRAXISORIENTIERT

  • AKKREDITIERT

  • PERSÖNLICH

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Folge uns auf Instagram & Facebook, lerne uns auf einer Infoveranstaltung kennen, oder nehme Kontakt mit unseren Studienberatern auf, um mehr über uns zu erfahren.

Anika Zaeske

Anika Zaeske

Beratung: Campus Köln
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 221 93 18 09-31
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
Leah Krug

Leah Krug

Beratung: Campus Mainz
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 6131 88055 31
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
Ida Möhrke

Ida Möhrke

Beratung: Campus Berlin/Potsdam
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 178 57 61 749
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
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