IB - Marketing Management (M.A.)

Study language English Intake Spring + Fall Duration 4 Semesters
ECTS 120 Type of study Full-Time Qualification Master of Arts
Semester abroad Optional Internship Integrated Campus Cologne | Mainz | Potsdam
Tuition (Cologne) 5.310 €* Tuition (Mainz, Potsdam) 4.950 €* Financing More info >>
*The displayed prices are semester fees. For non-EU students' fees please check the tuition fees information page. Status: Jan 2020.

Study Course Plan

Business Economics
3 ECTS

  • Demand analysis & estimating demand
  • Supply and market equilibrium
  • Production economics
  • Cost analysis
  • Estimating cost functions and production functions
  • Economies of scale
  • Prices, output and strategy in different markets
  • Game theory models of oligopoly
  • Pricing techniques and analysis
  • Government regulation

Empirical Research Methods
3 ECTS

  • Quantitative and qualitative methods
  • Development of a research question
  • Steps of research process
  • Methods of data collection
  • Sampling
  • Data analysis using statistical software programs (SPSS or R)
  • Writing a research report

Strategic Analysis & Management
3 ECTS

  • Strategy making process and strategic reasoning
  • Cultural and institutional context of strategic management
  • Network-level strategies
  • Corporate development and configuration
  • Strategic change and corporate restructuring
  • Strategy evaluation and strategic controls

Innovation Management & Digital Transformation
3 ECTS

  • Dynamics of innovation & their implications for change management
  • Individual creativity and invention
  • Corporate creativity & intrapreneuring
  • Technology management
  • Innovation and technology strategies
  • Managing innovations
  • Diffusion of innovations
  • Cultural differences in innovation capability
  • Contemporary trends in innovation management

Corporate Social Respons­ibility
3 ECTS

  • Cornerstones of sustainable management
  • CSR as management approach
  • Practical approaches of organizational effectiveness
  • Tools for CSR implementation
  • CSR and financial performance
  • Life cycle assessment

Corporate Governance
3 ECTS

  • Historical developments around the world
  • Directors and board structures in different parts of the world
  • Family business governance
  • Role of institutional investors
  • Corporate governance in mergers and acquisitions
  • Socially responsible investments
  • Corporate governance in different regions

Modern Marketing Strategies
3 ECTS

  • The need of marketing strategies and the meaning of a global approach in this field
  • Tasks and extend of marketing strategies
  • Combination of strategies
  • Variations of strategy
  • General marketing strategies as a framework for marketing instruments
  • Development of product- and brand-specific marketing concepts
  • Instrumental consideration and integrated consideration of different instruments
  • Subjects and features of branch-specific marketing

Managing Brands In The Digital Era
3 ECTS

  • Basics of Branding
  • Relevant models of Branding
  • Success factors of strong brands
  • Brand Equity approach
  • Identity-based Brand Management
  • Local and international brand strategies
  • Multi-brand approaches and brand tools
  • Creating and managing brands within digital business models
  • Brand architecture guidelines

Advanced Inter­cultural Team Leadership
2 ECTS

  • Cultural theories and models
  • The influence of culture on behaviour
  • Team typologies
  • Phases of team development
  • Trust and control
  • Emergence and avoidance of conflicts
  • Leadership verses management
  • Leadership styles

Advanced Negotiation & Influencing Skills
2 ECTS

  • Positional and principal negotiations – advanced strategies and tactics
  • Identifying the opponent’s negotiation profile
  • Understanding the personal negotiation profile and preferences
  • General persuasion techniques
  • Negotiation maneuvers and tactics for advanced players
  • Techniques for opponent engagment
  • Managing emotions and self- programming for defending your point of view
  • Cialdini’s 6 principles of persuasion

Language & Communication Skills
2 ECTS

The “Advanced Critical Thinking & Writing Skills” course is offered for German native speakers. Non-native speakers of German can choose between the “Advanced Critical Thinking & Writing Skills” course taught in English and German as a foreign language.

Inter­national Economics
3 ECTS

  • Globalization and income
  • Globalization and international trade
  • Trade and comparative advantage
  • Trade barriers and trade policy
  • Firm location, distance and transport costs
  • Currency crises and exchange rate policy
  • Financial crises, firms and the open economy

Applied Management Accounting
3 ECTS

  • Managerial accounting and global business environment
  • Cost term, terms and classifications
  • Systems design: Job-order costing
  • Systems design: Process costing
  • Cost-volume-profit relationships
  • Sustainability and ethics in accounting decision making

Advanced Price Management
3 ECTS

  • Fundamentals of pricing
  • Concepts of classic pricing policies and strategies
  • Price-demand functions and price elasticity
  • Behavioural fundamentals of pricing
  • Value-based price determination
  • Cost-oriented price determination
  • Price differentiation and bundling
  • Digital Pricing
  • International Pricing
  • Sustainable pricing strategies

Sales Excellence
3 ECTS

  • Classification and integration of sales and marketing
  • Objectives and tasks of sales
  • Decisions in sales in front of increased complexity in the contemporary global landscapes
  • Domestic and international distribution structures and channels
  • Sales channel management
  • Managing the customer over the customer lifecycle and over all touch points
  • CRM typologies and approaches
  • Omnichannel management and concepts
  • Discount, rebate and bonus strategies

Business Project
6 ECTS

The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation, related to the field of their specialization.

By the end of the module students should be able to:

  • Define project goals for the “client”.
  • Work under the set timeframe and agreed project scope.
  • Cooperate in the international project teams.
  • Evaluate markets/ industries/ competitive landscapes.
  • Develop possible strategic directions for the “client” business.
  • Formulate recommendations.

Business Elective
3 ECTS

By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

The following are examples of the types of courses on offer:

  • Corporate Strategy and Renewal
  • Digital Network Economy
  • Digital Leadership
  • Portfolio Theory
  • Power Pricing
  • Finance & Growth
  • Advanced Portfolio Management
  • Branding
  • International HRM
  • Start-up Management & Business Modeling
  • Trader in Capital Markets

Inter­disciplinary Elective
3 ECTS

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The Interdisciplinary Electives usually include subjects like:

  • Chat Bot Design
  • International Competitiveness
  • Omni-Channel Commerce
  • International Trade and Emerging Markets
  • Bitcoin and the Market of Cryptocurrencies
  • Business Process Modeling
  • Design Thinking & Adobe Creative Cloud
  • SAP S/4 Hana in Controlling and Finance
  • App Development in JavaScript
  • East Asian Culture and Business
  • Cultures of Consumption
  • SPSS

Inter­national Project Management
2 ECTS

  • Social competence
    (Communication, motivation, groups and team structures, leadership, conflict management)
  • Methodological competence
    (Structural aspects, time management, cost management, human resource management, creativity and problem solving)
  • Organisational competence
    (Quality management, documentation, risk management, project start and closure)

Emotional Intelligence
2 ECTS

  • Different Inteligencies – IQ vs EQ
  • The role of emotions – daily and work life
  • The construct of Emotional intelligence
  • Emotionally intelligent competencies & skills
  • Skills acquisition – Experiential/action learning
  • Reflection & reflexion
  • Encouraging engagement
  • Developing trust

Language & Communication Skills
2 ECTS

The “Advanced Critical Thinking & Writing Skills” course is offered for German native speakers. Non-native speakers of German can choose between the “Advanced Critical Thinking & Writing Skills” course taught in English and German as a foreign language.

Value Based Management
3 ECTS

  • Financial measurement of corporate strategies: the principles
  • Traditional value-based systems and their link with financial models
  • Cash flow return on investments (CFROI)
  • Customer life-time value
  • Corporate financial & compensation design

Sustainable Supply Chain Management
3 ECTS

  • Defining a sustainable supply chain
  • Discussion of various theoretical concepts and their implications for sustainable supply chain management
  • Green marketing
  • Green logistics

Business Elective
3 ECTS

By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

The following are examples of the types of courses on offer:

  • Corporate Strategy and Renewal
  • Digital Network Economy
  • Digital Leadership
  • Portfolio Theory
  • Power Pricing
  • Finance & Growth
  • Advanced Portfolio Management
  • Branding
  • International HRM
  • Start-up Management & Business Modeling
  • Trader in Capital Markets

Inter­disciplinary Elective
3 ECTS

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The Interdisciplinary Electives usually include subjects like:

  • Chat Bot Design
  • International Competitiveness
  • Omni-Channel Commerce
  • International Trade and Emerging Markets
  • Bitcoin and the Market of Cryptocurrencies
  • Business Process Modeling
  • Design Thinking & Adobe Creative Cloud
  • SAP S/4 Hana in Controlling and Finance
  • App Development in JavaScript
  • East Asian Culture and Business
  • Cultures of Consumption
  • SPSS

 

Creating & Managing Market Innovation
3 ECTS

  • Process of innovation and development funnel (advanced contents)
  • Users as innovators (advanced contents)
  • Customer experience innovation
  • Strategic innovation management
  • Strategic alliances
  • Social innovation
  • Sustainable innovation management
  • Sustainable business models
  • Sustainability and global innovations

Business Simulation Game
3 ECTS

In a business simulation game participants have to manage their own virtual company which operates in the same market as other participant-operated competitors. This involves making typical management decisions in realistic environments. Beside the deepening and active examination of subject-specific knowledge the simulation games also include the team environment, where interaction, communication and prioritization are of paramount importance. Participants learn how to manage risk and uncertainty while time is limited and information constrained. Group-reflections help to take over different perspectives and to discuss pros and cons of content- as well as behavior-related actions.

Master Thesis Tutorial
2 ECTS

During the Master Thesis Tutorial you will learn the fundamentals for your Master thesis: Defining the topic as well as structuring the thesis and you will learn the theoretical knowledge for scientific working.

Skills Elective
2 ECTS

In the Soft Skills Courses you will improve your social, leadership and project management skills. Additionally to the courses in the first and second semester you can choose another one in the third semester. Decide for yourself which of your personal competences you want to push forward.

Storytelling for Marketing & Branding Purposes
2 ECTS

  • The evolution of storytelling and branding
  • What storytelling looks like in a world of influencers; social media, cross-channel communications and traditional advertising
  • Criteria for successful storytelling
  • Case studies and successful campaigns
  • Character development
  • What do you want to say?: guidelines for taglines, quotes and copy
  • Storyboarding and plot development

Language & Communication Skills
2 ECTS

The “Advanced Critical Thinking & Writing Skills” course is offered for German native speakers. Non-native speakers of German can choose between the “Advanced Critical Thinking & Writing Skills” course taught in English and German as a foreign language.

Master Thesis
24 ECTS

During your 4th semester you are working on your Master thesis. You have 19 weeks to complete your thesis and the subject is freely selectable. A supervisor from CBS will support you and you can write the thesis in collaboration with a company as well. Or you can write your thesis in connection with a stay abroad.

General business teaching units
Programme specific teaching units
Interdisciplinary competencies
Elective area

A national or international internship – with a minimum duration of 8 weeks – is a mandatory part of the study programme. It is scheduled for the semester break from June till August. Our Career Service department will help you find a suitable company.

Kristina Behr

+49 (0) 221 93 18 09-31

Alexa Pfeiffer

+49 (0)6131 88055 31

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10. Nov

Online Information Session - Bachelor's

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10. Nov

Online Information Session - Bachelor's

In our Virtual Information Session, you can get to know CBS International...
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Online Information Session - MBA

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Marketing Master as a Specialization within the International Business Studies Programme

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 CBS International 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.

Prerequisites for eligibility

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.

Marketing from all perspectives

The Marketing Master is a specialisation 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.

Practice meets creativity

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.

The Master’s Thesis: Marketing on your own behalf

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.

Career in Marketing Management

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.

Our advisory services

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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