The business administration focus
with the attention to the customer
Students of the specialization "Marketing" acquire the competence to divide a relevant market into target groups on the basis of essential criteria, and then to induce these target groups to purchase behavior in a targeted manner using a specific marketing mix (operational marketing).
In addition, they will be able to derive a positioning using selected analysis tools and convert this into an adequate model which, as a control instrument, determines the framework conditions of the marketing mix (strategic marketing). This knowledge enables them to systematically develop a brand and to anchor its uniqueness in the minds of customers in the long term.
Furthermore, students are enabled to conduct appropriate data analyses in market research and to understand psychological aspects of consumer behavior. All models and methods focus on the targeted selection of analog and digital instruments for the efficient support of effective marketing measures. These considerations are embedded in current marketing developments such as digital, online, sustainability, multisense and international marketing.
In one sentence only:
Marketing students focus on the systematic development of a brand both strategically (positioning) and systematically (marketing mix), using analog and digital tools and taking into account key current trends.
Career
Future
Variety
Career
Future
Variety
Facts
Start of study
Duration of study
7 semesters regularly
Degree
Bachelor of Science "Business Administration with focus on Marketing" with 210 ECTS credits
Cycle
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
Start of study
Duration of study
Degree
Bachelor of Science "Business Administration with focus on Marketing" with 210 ECTS credits
Cycle
Tuition fee
Marketing
(B.Sc. Business Administration)
Marketing is a conception of the company in which all operational activities are consistently oriented to the needs of the sales market. The underlying aim is a systematic and psychologically guided development of a particularly valued and clear image of one's own brand in the mind of the target group.
Specifically, you will acquire the following knowledge and skills:
- Identify and characterize target groups
- Understand the psychological background of consumer behavior
- Conduct and interpret data analyses
- Effectively design the marketing mix
- Use analog and digital techniques to optimize marketing performance
- Use online marketing tools and social media tools effectively
- Design customer journeys systematically
- Integrate KPIs in the context of marketing controlling
- Develop brands systematically
- Apply methods and models in strategic marketing
- Use success factors in customer relationship management (CRM)
Elective modules:
- Market psychology and online marketing
- Strategic Marketing
- Marketing project
- International Marketing Management
- Innovation Marketing
- Online market research
- Omnichannel retail
- E-commerce
All graduates who have chosen "Marketing" as a focus can be employed in the fields listed below, for example:
- Marketing
- Branding
- Sales management
- Communication agencies
- Media agencies
- Product management
- Key account management
- Customer-Relationship-Management (CRM)
- Strategic business management
- Strategic marketing
- Management Consulting
- Consumer goods marketing
- Services marketing
- B2B marketing
- Trade marketing
- …
Competencies as customer expert:
- Ability to analyze
- Communication skills
- Customer orientation
- Innovativeness
- Networked thinking