IB – Marketing Management (M.A.)
From Analysis to Campaign: Your Master’s in International Marketing Management!

Kickstart Your Global Marketing Career with your Master's Degree in Marketing
Digitalisation has transformed marketing, turning a once straightforward advertising landscape into a complex global marketing universe. With a Master’s in International Business – Marketing Management, you will become an expert in both current trends and future-focused marketing strategies. Strategic decisions in international marketing demand creativity, flexibility, and in-depth expertise—exactly what this programme provides.
During your English-taught Master’s programme in Mainz or Cologne, you will learn how to analyse markets and target audiences, increase brand awareness, and position products strategically. You will develop modern marketing strategies, optimise pricing models, and distribute content through the most effective channels. Additionally, you will gain the skills to craft compelling advertising messages and professionally measure the success of marketing campaigns.
This Master's degree in Marketing is designed for business graduates who want to refine their English skills and accelerate their careers in international marketing. Become part of a dynamic and future-oriented industry, and take the next step towards a successful marketing management career—with the Master’s in International Business – Marketing Management at CBS!

Lerninhalte
Advanced Negotiation & Influencing Skill
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
Advanced Negotiation & Influencing Skill
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
Business Plan Writing and Pitching
2
ECTS
- Discovering and evaluating entrepreneurial opportunities
- Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories).
- Feasibility analysis of business ideas
- Transferring the idea into a Business Model
- Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, keypartners, key activities, key resources, cost structure)
- Business Plan: Introduction, Sample Case and General Outline
- Developing the details of the business plan
Business Plan Writing and Pitching
2
ECTS
- Discovering and evaluating entrepreneurial opportunities
- Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories).
- Feasibility analysis of business ideas
- Transferring the idea into a Business Model
- Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, keypartners, key activities, key resources, cost structure)
- Business Plan: Introduction, Sample Case and General Outline
- Developing the details of the business plan
Financials for Management and Marketing
3
ECTS
- Formal rules and assumptions, national law, IFRS, US-GAAP
- The system of financial statements and accounts
- Accounting for services and merchandising
- Inventory valuation
- Receivables and Liabilities
- Plant, natural and intangible assets
- Ratio analysis
- Presentation of financial statements and overview of investment accounting standards
- Types of business combinations, joint ventures
- Consolidation on date of acquisition, impairment
- Consolidation subsequent to acquisition date
Financials for Management and Marketing
3
ECTS
- Formal rules and assumptions, national law, IFRS, US-GAAP
- The system of financial statements and accounts
- Accounting for services and merchandising
- Inventory valuation
- Receivables and Liabilities
- Plant, natural and intangible assets
- Ratio analysis
- Presentation of financial statements and overview of investment accounting standards
- Types of business combinations, joint ventures
- Consolidation on date of acquisition, impairment
- Consolidation subsequent to acquisition date
Environmental Impact Management and Marketing
3
ECTS
- Historical developments and environmental policies: Evolution and role of industrial ecology and environmental management
- The transition from a linear to a circular economic system
- Industrial Metabolism, Dematerialization, Cradle to Cradle (C2C) & Circular Economy
- Life-Cycle-Impact Portfolio and Life-Cycle-Assessment: Stages of LCA process, interconnectedness to supply chain
Environmental Impact Management and Marketing
3
ECTS
- Historical developments and environmental policies: Evolution and role of industrial ecology and environmental management
- The transition from a linear to a circular economic system
- Industrial Metabolism, Dematerialization, Cradle to Cradle (C2C) & Circular Economy
- Life-Cycle-Impact Portfolio and Life-Cycle-Assessment: Stages of LCA process, interconnectedness to supply chain
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
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
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
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
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
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
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
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
Service & Brand Management
3
ECTS
- Definition of services in comparison to manufactured goods
- The importance of Service Environment
- Challenges that must be identified and addressed by companies
- Developing effective service marketing strategies
- The Three-Stage Model of services
- Applying the 4 Ps to services:
- Service Product
- Distribution
- Pricing
- Promotion
- Balancing Demand against Productive Capacity
- Managing People in Services Marketing and improving Service Quality
- Importance of Customer Relationship Management in Services
- Service processes
- The Foundations of Identity-Based Brand Management
- The Concept of Identity-Based Brand Management
- Strategic Brand Management
- Operational Brand Management
- Identity-Based Brand Controlling
- International Identity-Based Brand Management
Service & Brand Management
3
ECTS
- Definition of services in comparison to manufactured goods
- The importance of Service Environment
- Challenges that must be identified and addressed by companies
- Developing effective service marketing strategies
- The Three-Stage Model of services
- Applying the 4 Ps to services:
- Service Product
- Distribution
- Pricing
- Promotion
- Balancing Demand against Productive Capacity
- Managing People in Services Marketing and improving Service Quality
- Importance of Customer Relationship Management in Services
- Service processes
- The Foundations of Identity-Based Brand Management
- The Concept of Identity-Based Brand Management
- Strategic Brand Management
- Operational Brand Management
- Identity-Based Brand Controlling
- International Identity-Based Brand Management
Experience Lab: Search Engine Marketing
3
ECTS
- Introduction: definition
- Search Engine Optimization / SEO
- Keyword research
- On-page SEO
- Web analytics and SEO tools
- Search Engine Advertising/ SEA
- Campaign settings
Experience Lab: Search Engine Marketing
3
ECTS
- Introduction: definition
- Search Engine Optimization / SEO
- Keyword research
- On-page SEO
- Web analytics and SEO tools
- Search Engine Advertising/ SEA
- Campaign settings
Strategic Digital & Social Media Marketing
3
ECTS
- Concepts: Online Marketing/ Digital Marketing
- Digital marketing sub-disciplines and major activity areas
- Performance measurement using Web analytics (e.g. Metrics and Tools)
- Data-driven Advertising
- Programmatic Advertising
- Legal and ethical aspects of digital marketing (e.g., EU’s General Data Protection Regulation (GDPR))
- Strategic planning and design of a social media marketing campaign
Strategic Digital & Social Media Marketing
3
ECTS
- Concepts: Online Marketing/ Digital Marketing
- Digital marketing sub-disciplines and major activity areas
- Performance measurement using Web analytics (e.g. Metrics and Tools)
- Data-driven Advertising
- Programmatic Advertising
- Legal and ethical aspects of digital marketing (e.g., EU’s General Data Protection Regulation (GDPR))
- Strategic planning and design of a social media marketing campaign
Customer Relationship Management
3
ECTS
- Relationship marketing vs. Transactional marketing
- Concept of the customer lifetime value
- Market segmentation and the customer lifetime value
- Marketing strategies in the field of CRM
- Big data marketing and CRM
- Multi-channel marketing and CRM
- Efficiency and effectiveness of loyalty programs
Customer Relationship Management
3
ECTS
- Relationship marketing vs. Transactional marketing
- Concept of the customer lifetime value
- Market segmentation and the customer lifetime value
- Marketing strategies in the field of CRM
- Big data marketing and CRM
- Multi-channel marketing and CRM
- Efficiency and effectiveness of loyalty programs
Event Management (Ted Talk) Seminar
3
ECTS
- Basics of event management
- Objective of the event and different types of events
- The event as a marketing and communication tool
- Planning and preparation
- Event execution
- Tasks and role of the event manager
- Choosing the right venue
- Personnel selection
Event Management (Ted Talk) Seminar
3
ECTS
- Basics of event management
- Objective of the event and different types of events
- The event as a marketing and communication tool
- Planning and preparation
- Event execution
- Tasks and role of the event manager
- Choosing the right venue
- Personnel selection
Internship or Study Abroad
10
ECTS
You can choose between an internship (lasting at least eight weeks) or a semester abroad at one of our partner universities.
Internship or Study Abroad
10
ECTS
You can choose between an internship (lasting at least eight weeks) or a semester abroad at one of our partner universities.
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.
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.
Integrative Case Studies
3
ECTS
- Focused review of the curriculum content
- Pre-assessment quiz/ content area assessment as benchmark for students’ status quo
- Guide and Strategic Plan to Case Study Analysis
- Writing a proper Case Study Analysis report
- Developing proper answers to Case questions, applying the relevant theoretical knowledge and frameworks
- In-depth Case Study Analysis with focus all subject areas of the curriculum
- In-depth Case Study Analysis with special focus on Strategic Management
Integrative Case Studies
3
ECTS
- Focused review of the curriculum content
- Pre-assessment quiz/ content area assessment as benchmark for students’ status quo
- Guide and Strategic Plan to Case Study Analysis
- Writing a proper Case Study Analysis report
- Developing proper answers to Case questions, applying the relevant theoretical knowledge and frameworks
- In-depth Case Study Analysis with focus all subject areas of the curriculum
- In-depth Case Study Analysis with special focus on Strategic Management
Master Thesis
18
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.
Master Thesis
18
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.
Business Elective
3
ECTS
A business elective is a business or management-related elective course.By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.
Business Elective
3
ECTS
A business elective is a business or management-related elective course.By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.
Venture Lab
4
ECTS
- Discovering and evaluating entrepreneurial opportunities
- Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories).
- Feasibility analysis of business ideas<
- Transferring the idea into a Business Model
- Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, key partners, key activities, key resources, cost structure)
- Business Plan: Introduction, Sample Case and General Outline
- Developing the details of the business plan
- Finding sources of financing: Business angels; Private equity; Start up financing; Venture capital investors<
- Preparing a pitch deck for successfully presenting the new venture business plan
Venture Lab
4
ECTS
- Discovering and evaluating entrepreneurial opportunities
- Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories).
- Feasibility analysis of business ideas<
- Transferring the idea into a Business Model
- Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, key partners, key activities, key resources, cost structure)
- Business Plan: Introduction, Sample Case and General Outline
- Developing the details of the business plan
- Finding sources of financing: Business angels; Private equity; Start up financing; Venture capital investors<
- Preparing a pitch deck for successfully presenting the new venture business plan
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. An interdisciplinary elective is an elective from another discipline than your own specialization.
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. An interdisciplinary elective is an elective from another discipline than your own specialization.
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.
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.
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. An interdisciplinary elective is an elective from another discipline than your own specialization.
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. An interdisciplinary elective is an elective from another discipline than your own specialization.
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 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
A business elective is a business or management-related elective course.By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.
Business Elective
3
ECTS
A business elective is a business or management-related elective course.By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.
Value Based Management
3
ECTS
- Value maximization and corporate objectives, shareholder value and stakeholder value approach
- Financial measurement of corporate strategies and competitive advantage: the principles
- Shortcomings of traditional profitability ratios for a value-based management
- Economic Value Added, Cash Value Added
- Identifying the drivers of value creation and investment decision-making
- Management compensation and incentives for value creation
Value Based Management
3
ECTS
- Value maximization and corporate objectives, shareholder value and stakeholder value approach
- Financial measurement of corporate strategies and competitive advantage: the principles
- Shortcomings of traditional profitability ratios for a value-based management
- Economic Value Added, Cash Value Added
- Identifying the drivers of value creation and investment decision-making
- Management compensation and incentives for value creation
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
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
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
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
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 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
Sustainable Supply Chain Management
3
ECTS
- Defining the state of a sustainable supply chain based on actual trends
- Discussion of various theoretical concepts (e.g. Stakeholder Theory, Slack Resource Theory) and their implications for sustainable supply chain management
- Defining a “New Normal” of how to do business (e.g. circular economy, regenerative business models, carbon literacy training)
- Sustainable Marketing (definition, Green Marketing Strategy Mix, Green Washing and Sustainable Consumer Buying Behaviour)
- Sustainable Procurement (definition, Sustainable Procurement Process Model with a focus on sustainable supplier relationship management; new trends like circular procurement)
- Sustainable Logistics
- Sustainable Design
- Carbon Emission / Human Rights in global supply chains
Sustainable Supply Chain Management
3
ECTS
- Defining the state of a sustainable supply chain based on actual trends
- Discussion of various theoretical concepts (e.g. Stakeholder Theory, Slack Resource Theory) and their implications for sustainable supply chain management
- Defining a “New Normal” of how to do business (e.g. circular economy, regenerative business models, carbon literacy training)
- Sustainable Marketing (definition, Green Marketing Strategy Mix, Green Washing and Sustainable Consumer Buying Behaviour)
- Sustainable Procurement (definition, Sustainable Procurement Process Model with a focus on sustainable supplier relationship management; new trends like circular procurement)
- Sustainable Logistics
- Sustainable Design
- Carbon Emission / Human Rights in global supply chains
Strategic Analysis & Management
3
ECTS
- Strategy making process and strategic reasoning: cognitive process of strategy
creation through the prism of logic and intuition - Setting strategic purpose in the context of responsible stakeholder management
- Advanced external environment analysis: markets, industries and competitive
landscapes in static and dynamic perspective in the domestic and international
context - Diagnosing and managing strategic capability through national borders over time
- Cultural and institutional context of strategic management: concepts, frameworks
and analytical tools - Generic and interactive business strategies, inside-out and outside-in perspective on
achieving and sustaining competitive advantage internationally - Network-level strategies
- Corporate development and configuration: strategic options and portfolio matrices
- Strategy formation
- Strategic change and corporate restructuring
- Strategic renewal
- Strategy evaluation and strategic controls: tools and methods
- Organizing for success
Strategic Analysis & Management
3
ECTS
- Strategy making process and strategic reasoning: cognitive process of strategy
creation through the prism of logic and intuition - Setting strategic purpose in the context of responsible stakeholder management
- Advanced external environment analysis: markets, industries and competitive
landscapes in static and dynamic perspective in the domestic and international
context - Diagnosing and managing strategic capability through national borders over time
- Cultural and institutional context of strategic management: concepts, frameworks
and analytical tools - Generic and interactive business strategies, inside-out and outside-in perspective on
achieving and sustaining competitive advantage internationally - Network-level strategies
- Corporate development and configuration: strategic options and portfolio matrices
- Strategy formation
- Strategic change and corporate restructuring
- Strategic renewal
- Strategy evaluation and strategic controls: tools and methods
- Organizing for success
Language & Communication Skills
2
ECTS
The “Scholarly Writing and Analysis” course is offered for German native speakers. German as a foreign language is offered as an obligatory course for Non-native German speakers.
Language & Communication Skills
2
ECTS
The “Scholarly Writing and Analysis” course is offered for German native speakers. German as a foreign language is offered as an obligatory course for Non-native German speakers.
Innovation Management & Digital Transformation
3
ECTS
- Diagnosing the change context: diffusion and dynamics of innovation
- Sources & types of innovation
- Product/service, process & business model innovation
- Individual and corporate creativity
- Strategic innovation management & the innovation process incl. New Product Development (NPD)
- Introduction to digitalization, digital age & digital divide
- Digital drivers & disruptive forces
- Technological drivers of digital transformation
- Socio-technological change associated with the adoption of the mentioned drivers
- Introduction to the digital organization & digital business models
- Impact of digitalization on the value chain (Industry 4.0)
- Digitalization-related innovation theories & technology management
- Digitalization leadership & organisational transformation concepts
- Change management & transformational leadership
- Agility and VUCA world
- SCRUM and Design Thinking
Innovation Management & Digital Transformation
3
ECTS
- Diagnosing the change context: diffusion and dynamics of innovation
- Sources & types of innovation
- Product/service, process & business model innovation
- Individual and corporate creativity
- Strategic innovation management & the innovation process incl. New Product Development (NPD)
- Introduction to digitalization, digital age & digital divide
- Digital drivers & disruptive forces
- Technological drivers of digital transformation
- Socio-technological change associated with the adoption of the mentioned drivers
- Introduction to the digital organization & digital business models
- Impact of digitalization on the value chain (Industry 4.0)
- Digitalization-related innovation theories & technology management
- Digitalization leadership & organisational transformation concepts
- Change management & transformational leadership
- Agility and VUCA world
- SCRUM and Design Thinking
Empirical Research Methods
3
ECTS
- Development of a research question
- Primary vs. secondary data
- Steps of research process
- Research designs
- Quantitative and qualitative data
- Structured methods of data collection: questionnaire and structured interview
- Un- and semi-structured methods: qualitative interview and focus group
- Quantitative and qualitative content analysis
- Ethical considerations of data collection
- Sampling
- Data analysis using statistical software programs (SPSS)
- Univariate analysis, bivariate analysis (crosstab and correlation), multiple linear regression
- Writing a research report – structural and other formal requirements
Empirical Research Methods
3
ECTS
- Development of a research question
- Primary vs. secondary data
- Steps of research process
- Research designs
- Quantitative and qualitative data
- Structured methods of data collection: questionnaire and structured interview
- Un- and semi-structured methods: qualitative interview and focus group
- Quantitative and qualitative content analysis
- Ethical considerations of data collection
- Sampling
- Data analysis using statistical software programs (SPSS)
- Univariate analysis, bivariate analysis (crosstab and correlation), multiple linear regression
- Writing a research report – structural and other formal requirements
Business Economics
3
ECTS
- Analysis of demand, supply, and market equilibrium
- Theory of consumer choice
- Theory of the firm, production and cost analysis
- Market structures: perfect competition, monopoly, monopolistic competition, oligopoly, contestable markets
- Game theory
- Pricing strategies
- Factor markets, labor economics
- Economics of information
- Industrial organization
- Limitations of markets and interventions by the government
- Econometric techniques related to these topics
Business Economics
3
ECTS
- Analysis of demand, supply, and market equilibrium
- Theory of consumer choice
- Theory of the firm, production and cost analysis
- Market structures: perfect competition, monopoly, monopolistic competition, oligopoly, contestable markets
- Game theory
- Pricing strategies
- Factor markets, labor economics
- Economics of information
- Industrial organization
- Limitations of markets and interventions by the government
- Econometric techniques related to these topics
Why CBS UNIVERSITY
Your path to CBS
Starting your studies at CBS University of Applied Sciences is as unique as you are – and at the same time, completely hassle-free. With our user-friendly online application process, you can apply from anywhere, with no numerus clausus restrictions. Instead of rigid admission requirements, we focus on a personal selection process that highlights your strengths and potential.
Whether you choose a dual, part-time, or full-time programme, CBS University offers the perfect combination of theory and practice.

Admission requirements
The Zugangsvoraussetzungen für dein Master-Studium an der CBS University of Applied Sciences variieren je nach Studiengang . into your studies at CBSSciences is so Like yourself — and at the same time designed. With our easy to use Can you yourself apply, completely without . Instead of staring Waiting for you with us is a that is your strengthsand focuses on potential. Regardless of whether you opt for dual, part-time or full-time study, the CBSUniversity offers you the of
Deadlines
The application deadline is year round open, even before you graduate from high school. For dual study programs, you should sufficient lead time Plan so that we can find your suitable practice partner. The start of studies is flexible: in the winter semester or, for selected programs, also in the summer semester. One early candidature is particularly important for limited study places secure and apply for any necessary visas in good time.
funding
A dual or part-time study Is often used by the Practice partner financed, which is also a valuable occupational provides accompaniment. A full-time study On the other hand, can be achieved by numerous Funding opportunities like BAföG or stipends Personalize to give you an optimal connection of personal Development and academic To make the future possible.
HANDS-ON LEARNING AT ITS BEST
At CBS, we are committed to seamlessly integrating theory and practice, allowing you to apply your knowledge directly and gain valuable insights into the real working world.
Business Projects
Im Rahmen der Business Projects an der CBS International Business School haben Studierende die Möglichkeit, gemeinsam mit renommierten Unternehmen an realitätsnahen Projekten zu arbeiten. Diese praxisorientierte Lehrform verbindet theoretisches Wissen mit konkreten wirtschaftlichen Fragestellungen und gewährt tiefe Einblicke in berufliche Abläufe.
Unternehmenskooperation
Dank eines Netzwerks von über 1.300 etablierten Unternehmen aus diversen Branchen profitieren Studierende von exklusiven Einblicken in die Arbeitswelt. Diese Kooperationen eröffnen nicht nur spannende Perspektiven, sondern fördern auch die Entwicklung wichtiger Kontakte und bieten nachhaltige Karrieremöglichkeiten.
Praktikum/Berufserfahrung
Ob in Form von Pflichtpraktika, die fester Bestandteil vieler Studiengänge sind, oder durch die Integration von Berufserfahrung in duale und berufsbegleitende Programme: Du kannst dein Fachwissen direkt in der realen Arbeitswelt anwenden.
WIE FINDE ICH MEINEN PERFEKTEN KARRIEREWEG?
Der Career Service und das Talent Development der CBS unterstützen dich dabei, dein ideales Partnerunternehmen zu finden. Mit 1:1-Coachings, Workshops und einem breiten Netzwerk an Unternehmenspartnern begleiten wir dich über deine gesamte Studienzeit hinweg. Gemeinsam entwickeln wir eine Strategie, die zu deinen Stärken und Karrierezielen passt.

Ablauf und Präsenzzeiten deS Masterstudiums


Inspiration und Impact – Das sagen unsere Alumni
Lass dich von den Erfahrungen unserer Alumni inspirieren und entdecke, wie das Master-Studium an der CBS ihre berufliche und persönliche Entwicklung geprägt hat.
FAQ: The most important questions about studying Marketing Management
Here you can find answers to all important questions all around your Marketing Management master's degree. If you have any further questions, feel free to contact us at any time.
What is International Business - Marketing Management?
The Master’s in International Business – Marketing Management combines in-depth business knowledge with modern marketing strategies. Students learn how to position companies in global markets and develop marketing strategies tailored to cultural and economic differences.
Why should you study the Marketing Management Master’s programme?
This programme offers a unique combination of business expertise and international marketing knowledge. It opens career opportunities in multinational corporations, consulting firms, and start-ups that focus on global markets.
How long does the Marketing Management Master’s programme last?
The Master’s in International Business - Marketing Management typically lasts 4 semesters (2 years) and concludes with the award of a Master of Arts (M.A.).
Does the Marketing Management Master’s programme have a Numerus Clausus (NC)?
There is generally no NC for the Marketing Management Master’s programme. Admission is based on your academic background and relevant professional experience.
What are the admission requirements for the International Marketing Management Master’s programme?
Applicants need a recognised Bachelor’s degree in business administration, marketing, or a related field. Since the programme is taught entirely in English, strong English skills are required.
How is the Marketing Management Master’s programme structured?
The programme combines practical projects with theoretical expertise, interactive case studies, and group work with global companies. Students develop independent marketing campaigns and enhance their strategic skills.
Where can I study the International Marketing Management undergraduate programme?
The Marketing Management Master’s programme is offered at the Cologne campus.
What will I learn in the Marketing Management Master’s programme? What are the core subjects?
Key study areas include International Marketing, Digital Marketing Strategies, Market Research, Brand Management, Intercultural Management and Strategic Marketing in Global Contexts.
How much can you earn after completing your studies?
Graduates typically earn between €50,000 and €70,000 per year, depending on the industry and job role.
Can I write my Master’s thesis in collaboration with a company during the IB - Marketing Management studies?
Yes! In the final semester, you can either spend a semester abroad or complete a corporate internship, providing the perfect opportunity to write your Master’s thesis with a business focus.
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Do you have any questions about our bachelor's or master's degree programs? Our Student Advisory team is here to support you! Schedule your personal consultation—online or in person—for tailored, non-binding guidance on finding the right study program for you.
