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Marketing is constantly changing. Though digitization makes it easy to measure advertising effectiveness, the fragmentation of communication channels and the bombardment of advertisements in an “always-on” society makes it increasingly challenging to place advertising messages effectively. On a global level, this means flexibility is required in terms of strategic marketing decisions, creating a demand for a new type of manager who will help shape change. You see your future in international marketing? A Master’s in Marketing at Cologne Business School will equip you with the skills to analyse markets, target groups and competitors while building brand awareness and designing products with maximum sales appeal – with the right advertising message and through the most efficient channel.
You already have a first academic degree in business economics, such as a Bachelor of Business Administration. As the degree programme is completely in English, advanced English skills are a must.
The Marketing Master is a specialization within the International Business Management Master’s Programme. So you acquire not only marketing knowledge but also develop a broad business-oriented foundation from business economics to supply chain management. In the first semester, you will be faced with the complex variety of marketing strategies and ways that lead to strong, distinctive and worldwide branding. In light of global competition and cultural differences, this is not some trivial task: A good strategy a) takes into account trends and customer needs, b) points to the future and c) has the power to influence markets. In the second semester, you will learn the calculatory and psychological methods required for setting prices as well as how to influence sales figures, image and length of product lifecycle. The sales strategy, on the other hand, describes the decisions for distribution channels and defines sales targets. The third semester is devoted to the subject of market innovation, because in the case of competitive or disruptive sectors, thought-out, anticipatory planning is necessary for launching new products or opening up new markets.
For positions in middle and senior management it is essential to consider theory and practice holistically in order to develop meaningful global strategies. Therefore, with the Marketing Master at CBS, you acquire not only relevant specialist knowledge based on scientific findings but also apply this knowledge practically. The essential thing here is creativity. After all, for marketing and advertising to be surprising, convincing or moving; creative approaches are required. Assessing the quality of creative service providers’ work will also be part of your career. In order to polish your own creativity, one of your assignments at CBS is a business project, where you will work on a case. In a business simulation game, you will see the effects of your proposed solutions while competing with others, and in a minimum eight-week internship at home or abroad, you will learn the ropes at work, get to know structures and processes and what it means to be creative.
In order to concentrate fully on composing your Master’s Thesis, the fourth semester is lecture-free. Many students write their papers as part of a company project; others use the opportunity to study abroad at one of our partner universities.
A Master’s in Marketing from CBS under your belt means you have specialist and practical knowledge from one of Germany’s most prestigious business schools. Possible career entry points are, for example, with international consumer goods manufacturers, global conglomerates, medium-sized companies or agencies. An academic career including a doctorate is also open to you.