detailbild-bwl-statistics3 (1)

Marketing & Sales

Optional focus in Business Administration

The focus on customer orientation


In the Marketing & Sales concentration, students learn how to systematically develop a brand. Special emphasis is placed on strategic positioning and the effective implementation of the Marketing Mix, using both analog and digital tools, with a special focus on current trends in Marketing and Sales.

Customer-centricity is at the heart of modern Marketing and Sales, by putting the needs and desires of customers at the center of all strategic considerations and actions. This customer-oriented approach allows companies to tailor their products and services more precisely to the needs of their target groups and build long-term customer relationships.

Through a deep understanding of the customer perspective, Marketing campaigns and Sales strategies can be more effectively aligned, leading to an increase in customer satisfaction and loyalty, and ultimately contributing to the sustainable success of the company.








Duration of study

Usually on October 1 of the respective year

Duration of study

7 semesters regularly


Bachelor of Science in the chosen degree with focus in Marketing and Sales / total 210 ECTS credits


13 weeks per term at the partner company, 10 weeks per term at NORDAKADEMIE

Tuition fee

Paid by the partner company during the standard period of study

Marketing & Sales

Information about the focus

Studying the Focus on Marketing & Sales - What does that mean?

Marketing & Sales encompass all the processes aimed at making products or services known to a potential customer base and persuading them to make a purchase. While marketing focuses on generating interest in products or services through market research, advertising, and promotion to strengthen the brand identity, sales concentrate on the direct sales process, customer acquisition, and maintaining customer relationships to increase revenue.

In the fourth semester, the focus is on Innovation Management, where students learn how to generate, evaluate, and successfully introduce new ideas to the market. This includes a particular emphasis on the challenges and opportunities arising from the constant need for innovation.

The fifth semester focuses on International Marketing and Sales Management, where students gain in-depth knowledge about global markets and learn how to adapt and successfully implement marketing and sales strategies at an international level.

Selected Aspects of Marketing and Sales form the focus of the sixth semester. This involves delving into specific, current topics relevant to marketing and sales professionals to meet the rapidly changing market conditions.

In the seventh and final semester, the study concentrates on Digital Commerce. Students gain deep insights into electronic commerce and learn how digital technologies can be used to optimize the sales process, enhance customer loyalty, and increase revenue.

Moreover, students focusing on this area will write their bachelor's thesis in Marketing & Sales.

Overview of the focus modules:

4th Sem.: Innovation Management

5th Sem.: Intl. Marketing and Sales Management

6th Sem.: Selected Aspects of Marketing and Sales

7th Sem.: Digital Commerce

Graduates who have chosen Marketing & Sales as their focus for their business studies open up a wide range of career paths in a broad spectrum of industries and fields. They can work in traditional and digital marketing departments, specialize in branding, or set important impulses in sales management. Doors are also open in communication and media agencies, where creative and strategic skills are equally in demand.

Product management, key account management, and customer relationship management (CRM) offer further exciting fields of activity, where strategic thinking and customer orientation are central.

Moreover, perspectives arise in strategic corporate management and strategic marketing, in management consulting, in consumer goods marketing, in service marketing, in B2B marketing, and in trade marketing.

This highlights the wide range of possibilities that a focus on marketing within business studies holds for the professional future.


Students specializing in "Marketing & Sales" acquire the competency to segment a relevant market into target groups based on key criteria and then specifically influence their purchasing behavior with a particular marketing mix (Operational Marketing).


Moreover, they can derive positioning with selected analytical tools and transfer this into an adequate model, which serves as a control instrument defining the framework conditions of the marketing mix (Strategic Marketing). These insights enable them to systematically develop a brand and anchor its uniqueness in the minds of customers in the long term.


Furthermore, students will be equipped to conduct relevant data analyses in market research and understand the psychological aspects of buying behavior. In all models and methods, the focus is primarily on the targeted selection of analog and digital tools to efficiently support effective marketing measures. These considerations are embedded in current marketing developments such as Digital, Online, Sustainability, Multisense, and International Marketing.


Through the sales content of the specialization, students learn how to successfully manage customer relationships and develop and implement sales strategies that form the core of business success.


They gain skills in customer communication, enabling them to respond to customer needs and desires and build trust. By studying sales, they also learn how to efficiently design sales processes.


Therefore, ideally, you should bring:

  • Analytical skills

  • Communication skills

  • Customer orientation

  • Innovation enthusiasm

  • Integrated thinking

dual bachelor's degree program

Your direct contact.

Would you like to find out more about the focus on Marketing or do you have any general questions? We will be happy to help you personally:

Direkter Draht

zu unserem Team

Ob die Suche nach dem richtigen Studiengang oder Fragen zur Zusammenarbeit: Unsere Expert:innen haben auf alles eine Antwort. Jetzt Kontakt aufnehmen:


Anette Rostock

Schülermarketing & Vertrieb