The goal of the Master’s course in Marketing Management is to enable students completing the programme to justify marketing decisions in qualified terms, to prepare for these decisions in organisational terms and to implement them into operations. The graduates can use their specialised skills in marketing consumer, service and investment goods in order to develop the company successfully. They are also able to come to terms with complex challenges which occur during the development of market-oriented strategies and the management of brands. The students are trained to become specialists and executives for the marketing and sales departments of both SMEs and major companies.

After gaining their Master’s degree, graduates should be able to:

• understand the necessity of taking strategic, market-oriented measures
• understand the psychological background of buying patterns and use methods of recording individual customer needs
• develop brands systematically and ensure brand loyalty
• use modern communication methods and technologies for improving customer acquisition and customer loyalty and systematically derive strategies for phase-specific customer loyalty
• carry out adequate marketing processes competently in order to internationalise business activities
• develop market-oriented strategies and use the corresponding marketing mix in operations
• conduct competent marketing management involving interfaces to other decision makers and functional areas in the company