Profile of the programme
Students of this master's degree programme address both economic as well as business issues. The basis of successful marketing is an understanding of the markets, customers and competitors.
For this reason, the first semester is dedicated entirely to the analysis of international markets. Students learn both the necessary methods and their practical application - in very concrete, internationally focused market research projects. In the second semester, they build on these insights and develop a successful international marketing strategy and implement it with the suitable instruments. As part of your degree programme here, we will help you find the answers to the most important questions in this area. How do I find attractive markets for my company? What is the entry strategy that I would like to use to open these markets? What marketing mix is sensible e.g. for India, Brazil or Russia? Do I need different entry strategies for different markets or can and should I use one global strategy? How do I manage my marketing measures through sensible controlling? The degree programme offers a bundle of ideas, strategies and models for these existential, business questions.
The third semester addresses sales-related issues. How do I organise international sales and service management? What tasks do distribution logistics assign to marketing & sales managers? How do I identify and manage risks? Which instruments of export financing can I use? How do I handle my key customers? How do I behave in negotiations with customers and what cultural differences do I have to consider?
In the fourth semester, you write your master's thesis and reflect on what you have learned with regard to new trends in marketing and sales.
The close connection between theory and practice as well as the highly qualified international team of lecturers from universities and managers from businesses facilitate an innovative and fascinating learning environment.
In order to enhance their personal profile students can also choose from 20 graduate modules offered in the master’s degree programme Module Library. The Library comprises courses grouped around the four main degree areas offered at our University: economics, engineering and technology, design and social studies.
Course contents in detail
- global framework conditions
- international market and competition research
- international corporate activities and basic marketing strategies
- fundamentals of market and social research
- fundamentals of leadership
- market selection and market entry strategies
- marketing mix for international markets
- sales and marketing controlling
- in-depth empirical methodology
- organisation of international sales and service management
- international distribution systems and distribution logistics
- export financing and risk management
- key account management/global account management
- customer relationship management
- colloquium for the preparation of the master's thesis
- sales and negotiation training
- current themes in international marketing and sales management