Specialization in Marketing Management

At a glance

Study language:
German
Start of lecture:
04th October 2017
Duration:
6 semester
ECTS:
180
Type of study:
full-time
Qualification:
Bachelor
Semester abroad:
optional
Internship:
integrated

Further information

Study Advisor Sonja Felix

Tel.: +49 (0) 221 93 18 09-31

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Major in Marketing within the General Management Studies programme

Think of the last soda you drank. If you reached for the market leader, it had to do with the image and convenience of availability. If it was a niche product, it might be due to appealing advertising. If you are interested in how products and services become successful, then studying Marketing is for you. After all, success is nothing accidental.

Marketing has many facets and is a decisive success factor for companies. When studying Marketing at Cologne Business School, you will learn how marketing measures are planned, steered, implemented and controlled. On all advertising channels: TV, billboard, print, online, social media, PR and many more.

Business Administration with a specialization in Marketing

The General Management degree programme at Cologne Business School – a Business Administration studies programme – includes two elective specializations. One of these is Marketing Management. From the 3rd semester on, you will acquire knowledge about consumer behavior as well as brand, product, price, distribution and communication strategies. As for how to attract and retain customers, these are addressed in the subject Customer Relationship Management.

If you want to focus on internationality, the International Business programme is an option. The study language is English, and a foreign semester at one of our partner universities is firmly integrated within the study’s programme.

Focus on the four Ps

Product, Price, Place, Promotion: These four Ps are the classic instruments of operative marketing and make up the essential teaching contents for Marketing studies at CBS. Ideally, products that are developed are those which can be marketed well before arriving at a price that is acceptable to the target groups. In addition, the question must be answered as to how a product enters the market. And finally at the end, the fourth P for promotion is addressed – this being the communication strategy: How to set up a mix of PR, social media, search engine advertising, commercials, events, fairs and so on? Your studies at CBS prepare you for complex questions later on in this profession. You also apply your knowledge to the next P: In practice – in the compulsory internship between the second and third semester.

Which second area of expertise will you choose?

In the General Management Studies programme at CBS you have two equally weighted elective specializations. In combination with Marketing Management, for example, Supply Chain Management would be a suitable choice.

Financial Management: controlling, risk management and more
International Management: foreign trade, market entry and more
Supply Chain Management: procurement, distribution and more
Corporate Management and Human Resources Management: leadership, labor law and more
Business Psychology: consumer psychology, organisational psychology and more

Preparation for an international work environment

In your career, you will almost certainly deal with international challenges. This might be having to develop a global advertising strategy, which has the same effect in Australia, Bulgaria and France. Or you could have to plan a product launch in a new territory. In so doing, you will be working with colleagues and customers from many different regions – something you will already be familiar with from your studies, because the students at CBS come from many countries. In addition, English courses are an integral part of all studies, so that you will shine with first-class language skills later on.

Marketing studies lead to many career opportunities

In small and medium-sized companies as well as with start-ups, you as a generalist receive much responsibility early on. In an international consumer goods manufacturer, for example, you could begin as a junior product manager and make far-reaching decisions or manage whole agencies. Or maybe you find specialist areas exciting, such as digital marketing, B2B marketing, market research or marketing optimization. There are several professional opportunities that you do not even know yet. At career events on the CBS campus you will meet and get to know interesting companies and personalities – an exclusive opportunity for inspiration and networking.

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Get detailed information. Come in for a personal study consultation; visit an informational event, or a take advantage of a trial lecture.

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