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4 Reasons to study Makerting & the Contents of the Program

In a constantly changing professional field, it is important to choose the right course of study. A degree in marketing promises not only a lot of fun and interesting content, but also good job prospects. A degree in marketing also provides the perfect foundation for a successful career in sales and marketing. Here you can find out everything you need to know about studying marketing. We give you 4 reasons why studying marketing is worthwhile!

A degree program with great career opportunities

After you have completed your marketing studies, many doors are open to you. You can work in an agency, for a company or as a freelancer.

If you decide to work in an agency, you can either work in creation or in account management. Creation means that you are involved in the conception and implementation of advertising campaigns. Account management is taking care of client relationships. This means that you are responsible for communicating with clients and ensuring that campaigns are successful.

If you decide to work in a company, you have the choice between different departments. You can work in product development and make sure that the company's products are always up to date and meet customer needs. Or you can take care of sales and make sure that the company's products reach the customers. Recruiting personnel or organizing events can also be areas of responsibility for marketing graduates.

Of course, you also have the opportunity to establish yourself as a self-employed person. To do this, however, you first need to gain experience and make a name for yourself. A good way to gain experience is to complete internships in different areas of marketing. This way you can find out which area suits you best and specialize in it.

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You can study Marketing in Bachelor or Master

You can study marketing as a bachelor's or master's degree program. The decision which of the two programs you choose depends on your professional and personal goals. Both programs provide you with the necessary knowledge and skills for a successful career in marketing. The Bachelor's degree is the ideal entry into professional life. You learn the basics of marketing and can start your career directly in a company after graduation. With a master's degree, you can specialize in a particular field and further improve your career prospects. After completing your master's degree, you also have the opportunity to participate in advanced research projects and thus deepen your knowledge even further. Regardless of whether you choose to study a Bachelor's or Master's degree in Marketing, you will be well prepared for your career.


If you want to study Marketing at Bachelor level, you will find Business Studies programs with a focus on Marketing in particular. Since the tasks in marketing are mostly strongly connected with business management tasks.

In the study of Business Studies (Business Studies) with a focus on Marketing, you will learn the basics of business administration, marketing and communication. In the first semesters, the focus is on general courses, such as accounting, business informatics, microeconomics and macroeconomics. Later, the main areas of marketing, such as marketing planning, market research and product management, are taught.


The master's degree in marketing is an advanced course of study that builds on the bachelor's degree. This means that you have already acquired knowledge in the field of marketing in the past and would now like to deepen this knowledge. The program is very practice-oriented and provides you with comprehensive knowledge about the various marketing instruments and their application in practice. A significant focus is also placed on international marketing. During your studies you will complete numerous practical phases in renowned companies and can thus apply and deepen your theoretical knowledge in practice.

Optimal Chances on the Job Market

The opportunities on the job market for graduates of marketing studies are very good. In many companies today, marketing is an essential component of success and the demand for qualified employees is therefore high. With a marketing degree, you can specialize in various fields of activity, for example in the area of product development, market research or advertising. Smaller companies are also increasingly looking for employees with marketing training, so your chances on the job market are very good.

The 4 Reasons to Study Marketing at a Glance

The following chart summarizes the 4 reasons to study marketing:

The International Marketing and Brand Management program at MBS as an example

At Munich Business School you can study International Marketing and Brand Management in the Master's program. Here is the curriculum as an example of the content, modules and structure of a possible marketing degree.

Semester 1


International Marketing and Brand Management


International Marketing

Brand Management


  • Learn how to recognize various market structures and competitive settings (commoditization, disruption, winner-take-all market, etc.) as well as their respective properties.
  • Deconstruct and evaluate market strategies in a global context.
  • Learn how to source relevant information and how to form a view on strategic options available to market participants.
  • Explain and assess brand-driven global marketing strategies for targeting customers on an international scale.

Customer Insights for Marketing and Brand Management


Fundamentals of Consumer Behavior

Behavioral Economics: From Heuristics to Nudging

Empirical Research: Introduction to Quantitative and Qualitative Methods


  • Understand the principles of consumer behavior, following the SOR model.
  • Get to know all about the foundation of behavioral economics and be able to interpret various biases and heuristics in the context of decision-making.
  • Learn how to combine qualitative and quantitative data analytics skills to gain valid and reliable customer insights.
  • Apply your skills to real-life case studies to study and evaluate consumer behavior.

International Marketing and Brand Management Project

Students work independently in small teams on real projects submitted to MBS by companies. Within the groups, students work under the supervision of professors over two semesters.

  • Deepen your knowledge about project work, teamwork, collaboration and communication in a group.
  • Apply your knowledge in a practical project work.
  • Learn to work with an international team.
  • Learn to use project management software or cloud-based software for project work: Slack, Trello, Toggle, Google Docs, Dropbox, etc.

International Business and Management


International Strategic Management

Organizational Behavior

Conscious Business


  • Learn about the drivers of globalization, related strategic models, and how to apply them in business operations.
  • Study the relationships between individual, organization, and society and reasons for behaviors in organizations.
  • Develop an understanding for alternative business practices compared to traditional profit orientation as the core goal of a business based on the four tenets of Conscious Capitalism as well as best practices in the field of Conscious Business.

International Focus

Choose 1 out of 3

  • Business in Germany
  • Business in Latin America
  • Business in China

Gain insights into business practices and current business topics in the chosen region based on an understanding of the social background as well as the economic and political system in the respective region.


Languages (Optional)

Choose 1 out of 3:

  • Spanish
  • Chinese
  • German

Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.


Communication in International Business


Business Communication

Business Ethics

Negotiation Skills


  • Identify and master the challenges of business communication particularly in an international and intercultural context.
  • Study and discuss topical and controversial business ethics issues as well as the philosophical origins of ethics.
  • Learn how to use effective communication skills as well as manage the human behavior dynamics in the negotiation process.

MBS Engagement

Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.

Semester 2


Integrated Brand Communication in a Digitalized World


(Digital) Brand Communication: Customer Journeys, User Experience and Analytics

(Digital) Advertising: Programmatic Advertising, Zero Friction and More

Social Media: The Purpose, The Impact and The Use for Businesses


  • Understand and discuss the relevant aspects of digital brand communication: personas, user journey, UX etc.
  • Understand the relevance and potential of MarTech and data.
  • Get to know the different digital marketing platforms.
  • Learn to formulate digital marketing strategies.
  • Learn how to plan and evaluate digital advertising strategies.
  • Understand the role and relevance of social media for integrated brand communication.

Marketing of Innovations


The Basics of Innovation: Models, Context, Diffusion and Adoption

How to Market Innovations: Analysis, Segmentation, Targeting, Positioning and The Right Marketing Mix


  • Identify sources of innovation, distinguish between different types, patterns, and models of innovation and derive appropriate marketing implications.
  • Detect specific innovation contexts, diffusion and adoption rates and identify required marketing tactics.
  • Explore and evaluate strategies for entering innovative markets.
  • Learn how to formulate marketing plans and strategies for innovations.
  • Get to know how to identify and apply tactics, approaches, activities, and measures for marketing innovations.


Choose 2 out of 5:

  • Psychology of Marketing:
    Learn to understand key principles of human behavior, gain insight into branding, advertising, and sales techniques, and learn how to design effective branding strategies based on consumer insights.
  • Brand Storytelling:
    Learn to understand the basics of storytelling and communication mechanisms, be able to discuss brand strategies and get to know how to design and analyze branding campaigns.
  • Independent Research Project:
    Learn how to and develop a scientific paper, publication, working paper (or similar) on a self-chosen research topic in consultation with a faculty mentor.
  • Success Factor Happiness:
    Personally experience the concepts of happiness, mindfulness, higher purpose, compassion, and gratitude through specific exercises and learn from best practices how to apply them in a work environment to increase (among others) subjective well-being, health, productivity, and satisfaction and decrease stress.
  • Technology Trends:
    Learn how to identify and analyze technology trends and their implications for management and society and practically create use cases, strategies, and business models.

International Marketing and Brand Management Project

Students work independently in small teams on real projects submitted to MBS by companies. Within the groups, students work under the supervision of professors over two semesters.

  • Deepen your knowledge about project work, teamwork, collaboration and communication in a group.
  • Apply your knowledge in a practical project work.
  • Learn to work with an international team.
  • Learn to use project management software or cloud-based software for project work: Slack, Trello, Toggle, Google Docs, Dropbox, etc.

International Focus

Choose 1 out of 5:

  • Business in Europe
  • Business in Latin America
  • Business in China
  • Business in USA and Canada
  • Business in Emerging Economies (India, Africa)

Use case studies, business simulations, in-depth reports as well as expert knowledge to understand the complexities of the business environment in the chosen region from a cultural, economic, social, political, and legal perspective.


Languages (Optional)

Choose 1 out of 3:

  • Spanish
  • Chinese
  • German

Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.


Responsible Leadership in a Global Context


Responsible Leadership

Business & Society

Master Thesis Preparation


  • Learn how to lead and manage people in business in a responsible way, including how to motivate and support people depending on the given circumstances, personality, and culture.
  • Get familiar with the origin and development of different cultural core beliefs, value systems and how they define business practices from a top management perspective.
  • Learn how to collect, evaluate, assess and present the state of the art in the academic discipline regarding a specific research question.

MBS Engagement

Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.

Semester 3


Semester Abroad or Internship

Students in the Master International Marketing and Brand Management gain comprehensive international experience by studying one semester at one of the numerous international partner universities of MBS. Alternatively, students can spend two semesters at selected universities and complete their studies with a dual degree

Have you already studied or worked for at least one year in a non-German-speaking country? Then you have the alternative option of completing a subject-specific internship in a company in Germany, Austria or German-speaking Switzerland. The duration of the internship is at least 15 weeks.


Master Thesis

Last but not least: writing your Master Thesis

The Marketing Study Program at MBS

Master International Marketing and Brand Management (M.A.)

Would you like to study International Marketing and at the same time gain in-depth insights into the tasks of a brand manager? Then our Master's program International Marketing and Brand Management at MBS is just the right thing for you! With our program, we support you in building up comprehensive expertise in the fields of international marketing and brand management. You will gain insights into the psychology of consumer behavior, learn modern digital marketing tools and get to know the latest innovations. All of this will help you truly understand your customers - a critical key to success in the business world.

Our theory-meets-practice approach allows you to learn the latest science while applying your knowledge to real-world projects. You'll develop marketing campaigns and interact with entrepreneurs to best prepare you for your future career. Our master's program paves your way to success!

International Focus

The studies at MBS focus on the international market. A large part of the course content is taught in English and MBS students come from all over the world.

Semester Abroad

Internationality is also expressed through the semester abroad. Students spend the last semester at one of our more than 60 partner universities around the world.

Business Project

Students work on a business project for a real company. In doing so, they apply the theoretical knowledge gained during their studies in practical applications.

Would you like to expand your international experience even further? Then you even have the option of adding a second semester abroad and earning two specialized master's degrees in just two years as part of a dual degree. This will advance your international career even more!

Field Report of an Alumni


"The master's program was really interesting and entertaining.

Lecturers who work successfully in the free economy enriched the course content with "real life" examples and made it even more interesting. Networking is very important here and there are a lot of networking events."

Anonymous on StudyCHECK

Key Facts
Master International Marketing and Brand Management

Start of Program
Duration Single Degree
18 months
Duration Dual Degree
24 months
Up to EUR 4,000 funding
In german or english
Final Degree
Master of Arts (M.A.)

Contents of a Marketing Study

Marketing contains many interesting topics. In the following, some are briefly outlined to show the contents of a marketing study.

Market Structures

In marketing, there are various market structures that describe the competitive conditions in a particular market. These structures help companies develop their marketing strategies and tactics. Here are the most important market structures:


In a monopoly, there is only one supplier who dominates the entire market. The company can determine the price and has no direct competitors. Marketing in a monopoly often focuses on branding and customer loyalty because demand is stable.

Monopolistic Competition

There are many suppliers here, but their products are slightly differentiated. Customers have many options, and companies try to stand out through marketing strategies such as branding, advertising, and product features.

Demand Oligopoly

This is a market structure where demand influences competition. There are many suppliers, but the focus is on creating demand through marketing activities to sell products or services.

In all of these market structures, the goal of marketing is to satisfy the needs of customers while making the most of competitive conditions. This can be achieved through pricing, product development, advertising, distribution channels and other marketing activities. The choice of the right marketing strategy depends heavily on the specific market structure in which a company operates.

Market Strategies

In marketing, market strategies are plans and approaches that companies develop to achieve their business goals. Here are some common market strategies:

✓ Diversification: This involves expanding into new business areas that are not necessarily related to the company's current core business. This can be riskier, but it offers opportunities for growth and diversity.

✓ Niche strategy: In this strategy, the company specializes in a small, specific target group and offers customized products or services to meet the needs of this group.

✓ Cooperation strategy: Companies may enter into alliances, partnerships, or joint ventures with other companies in order to jointly develop new markets or share resources.

✓ Online marketing strategy: In the digital era, online marketing strategy is crucial. It includes search engine optimization (SEO), social media marketing, content marketing, and more to build online visibility and customer loyalty.


Choosing the right marketing strategy depends on several factors, including the market structure, the competitive situation, the target group and the company's goals. A successful marketing strategy takes these factors into account to achieve the best results.

Brand-Driven Global
Marketing Strategies

Some important aspects Description
Consistent brand identity The brand is used as a central element of the marketing strategy. This means that the brand image, message and values are communicated consistently across all markets and cultures. The brand should be internationally recognizable and consistent.
Local adaptation Although the brand identity remains consistent, marketing messages and tactics are adapted in different countries and cultures. This may mean adapting advertising, product packaging and even product names to local preferences and cultural differences.
Standardization of core processes To achieve efficiency and cost savings, companies can standardize and centralize certain core processes, such as production or logistics. This allows products or services to be offered more consistently and cost-effectively on a global basis.
Local partnerships and distribution channels Companies can work with local partners to support sales and marketing in different countries. This makes it possible to leverage the local knowledge and market expertise of these partners.
Culture and market analysis Companies need to conduct a thorough analysis of the culture and market in each target country. This helps understand cultural differences and ensure that the marketing strategy is respectful and effective.
Global brand management Brand management and monitoring should be coordinated on a global level to ensure that the brand is protected and maintained in all markets. This includes protecting brand rights and monitoring brand image and reputation.
Consistent communication Communication with customers should be consistent in terms of the brand message and values, regardless of where the customer is located. This can be achieved by using different communication channels such as advertising, social media and public relations.

Brand-driven global marketing strategies are approaches that use a brand as a central element to market products or services worldwide. These strategies are particularly effective for companies that operate on an international scale. They are powerful tools for leveraging the benefits of a strong brand on a global scale. In addition, they allow companies to benefit from global recognition and trust-building while respecting local customer preferences and needs.

Consumer Behavior

In marketing, consumer behavior is researched to understand how people perceive, select, purchase and use products or services. Consumer behavior is critical because it helps companies develop effective marketing strategies to successfully position their products or services in the marketplace. Here are some important aspects of consumer behavior:

  • Purchase decision process: Market researchers analyze how consumers make purchase decisions. This includes the entire process from identifying needs to seeking information to actually making a purchase decision.
  •  Needs and motivations: It is important to understand what needs and motivations drive consumers. When companies know these needs, they can develop products or services that meet them.
  • Perception: The perception of products or services plays a crucial role. How are they perceived? What associations and impressions do consumers have? This information helps shape marketing messages.
  • Social influences: The social environment in which consumers live influences their buying behavior. Family, friends and social media can all play a role. Market researchers analyze how social factors influence behavior.
  • Purchase motives: The motives why people buy certain products are varied. They can range from practical needs to emotional desires. Understanding these motives enables targeted marketing approaches.
  • Brand loyalty and customer retention: Companies want to know how to maintain the loyalty of their customers. This requires an understanding of what motivates consumers to remain loyal to a brand.
  • Consumer segmentation: Market researchers divide consumers into different segments to target the needs and preferences of specific audiences.
  • Trends and changes: Consumer behavior changes over time, often influenced by trends, technological developments and societal changes. Companies must respond to these changes to remain competitive.

Why is consumer behavior research done? Because it enables companies to optimize their marketing strategies, better tailor their products or services to their target audience, and ultimately operate successfully in the marketplace. Understanding consumer needs, wants and behaviors is critical to successfully market products and satisfy customers.

Content Marketing

Content marketing is a marketing strategy in which companies create and share relevant and valuable content to attract, inform, and engage their audience. This content can come in various forms, including blog posts, videos, social media posts, e-books, and more. The main goal of content marketing is to build relationships with potential customers, increase brand awareness, and ultimately drive sales of products or services by providing useful information that meets the needs of the target audience. Content marketing aims to build trust and engage the target audience through high-quality and relevant content.

Search Engine Optimization and Search Engine Advertising

Both approaches, SEO and SEA, are important parts of online marketing and can be used in your marketing strategy depending on your goals and resources. SEO focuses on long-term visibility in organic search results, while SEA delivers fast, paid results.

SEA (Search Engine Advertising)

on the other hand, is a paid advertising strategy where you place ads in the search engines. You pay to place ads at the top of search results when users search for specific keywords. These ads are usually labeled "advertisement". SEA provides instant visibility and you pay per click on your ad. Popular platforms for SEA are Google Ads and Bing Ads.

Difference between SEO and SEA

Aspect SEO (Search Engine Optimization) SEA (Search Engine Advertising)
Meaning Free optimization of the website in order to rank better in the organic search results. Paid advertising, where ads are placed in the search results for a fee.
Cost Normally no direct advertising costs, but requires time and resources for optimization. Direct advertising costs, since payment is made per click or impression.
Placement Placement in organic search results depends on the quality and relevance of the website. Advertisements are usually displayed above or next to the organic results.
Long-term effect Long-term effect that extends over a longer period of time if the website is well optimized. Instant results, but visibility ends when the ad campaign is stopped.
Organic traffic Increases organic traffic and is sustainable in the long term. Increases traffic as long as the campaign is running.
Keywords Optimizes the use of keywords on the website to increase relevance. Keywords are used in ads to target audiences.
Required Skills Requires technical SEO knowledge and content optimization skills. Requires knowledge of campaign management and keyword research.

How to use Social Media in a Business Context?

Here are the basic steps and principles:

Define Objective

First, you should set clear goals for your social media marketing campaign. Do you want to increase brand awareness, drive sales, build customer loyalty, or something else?

Identify Target Group

Understand who your target audience is. Analyze the age, gender, interests, and online behaviors of your potential customers. This will help you choose the right platforms and content.

Select Platforms

Depending on the target group and industry, certain social media platforms are more effective. For example, Facebook, Instagram and Pinterest are suitable for visual content, while Twitter and LinkedIn are more suitable for professional networks.

Create High Quality Content

Create engaging and relevant content that appeals to your target audience. This can be text, images, videos, or links to your website. Remember to communicate consistent brand messages.

Plan and Publish Content

Create an editorial schedule to ensure that you publish content regularly. Use scheduling tools to publish posts at specific times when your audience is active.

Interaction and Engagement:

Respond to comments, messages, and mentions. Join conversations and show that you listen to your followers. This builds community and trust in your brand.

Analysis and Optimization

Use analytics tools to measure the success of your social media marketing efforts. Analyze metrics such as follower growth, reach, engagement, and conversions. Based on the results, continuously optimize your strategy.

Advertising and Paid Campaigns

Social media platforms offer advertising opportunities to increase your reach. You can target audiences, set ad budgets, and track the success of your ads.

Influencer Marketing

Collaborate with influencers who have a large and engaged following to promote your brand or products.

Social media can be a powerful marketing tool to promote your brand, increase customer loyalty and create new business opportunities. It's important to be consistent and authentic to gain the trust of your target audience and never lose sight of the message. You should also be prepared to respond promptly and professionally to negative comments or crises on social media.

E-Mail Marketing

This is how it normally works:

1. Building an email list: The first step is to build a list of email addresses. This can be done through incentives such as newsletter subscriptions, discounts, or free resources. The list should consist of people who have interest in your brand or offerings.
2. Audience segmentation: The recipients on your list may have different interests and needs. Therefore, it is important to divide the list into segments in order to send targeted relevant content to specific groups. This improves the relevance of the messages.
3. Content creation: Create content for your emails that speaks to the needs and interests of your target audience. This can be announcements, product information, blog posts, special offers and more. The content should be engaging and useful.
4. Email sending: Emails are sent to recipients, usually using email marketing platforms or software. These tools allow personalization, time management and sending in bulk.
5. Measurement and analysis: You monitor the performance of your emails using metrics such as open rates, click rates, conversion rates, and unsubscribes. This helps you understand how successful your campaigns are.
6. Automation: You can set up automated emails that are triggered based on specific recipient actions or behaviors. Examples are welcome emails, birthday messages or shopping cart abandonment emails.
7. Customization and optimization: Based on the results of your measurements, you adjust your email marketing strategy. You optimize subject lines, content and sending time to achieve better results.

Email marketing is an effective way to build customer loyalty, promote products, share information and increase sales. However, it's important to ensure that your emails provide value to recipients and are in compliance with privacy regulations and spam laws.


You can find more information about the marketing content on the pages of our degree programs: Bachelor International Business and the advanced Master's program Marketing and Brand Management.


Why study marketing?

Marketing is an important skill that is useful in many areas of business. It helps businesses market themselves and get their products and services out to the public. Marketing professionals can work in many different areas, from advertising to sales.

A degree in marketing can help you gain these important skills. You'll learn how to effectively market products and get them out to the public. You'll also learn about the different strategies companies use to achieve their goals. A marketing degree prepares you for a range of career opportunities.

What do you need to study for marketing?

Marketing is a broad field, so there is no single major that you must complete to be considered a marketing expert. Instead, there are a number of different concentrations and areas of expertise that you can pursue, depending on what type of marketing you find interesting.

Some of the most popular majors in marketing include communication studies, business administration (with an emphasis on marketing), journalism, and psychology. These majors will help you understand the basics of marketing and familiarize you with the different aspects of the field.

If you want to choose a more specific focus, then you can also opt for a master's degree program on marketing,. These degree programs will help you specialize in a particular area of marketing and develop your skills in that field.

What are the majors in Business Studies?

Business Studies is a very comprehensive subject and therefore there are different concentrations that you can choose. Some examples of majors are finance, marketing, business management or human resources. Depending on the direction you want to take, you can choose the appropriate focus.

Can you study marketing?

Yes, you can study marketing! Marketing is a popular field of study offered at many different colleges and universities. There are both bachelor's and master's degree programs in marketing that will prepare you for a career in this field. Marketing is an exciting and versatile subject that introduces you to the fundamentals of marketing. You'll learn all about product development, pricing, advertising and sales. The courses are very practice-oriented, so you have the chance to test your skills in the real world during your studies.

Munich Business School offers a Business Studies Bachelor's degree with a marketing focus and a Marketing Master's degree.

Marketing at Munich Business School

Our bachelor's and master's degree programs in marketing provide you with the relevant knowledge and skills you need for a successful career in the marketing industry.

International Business with marketing focus
International Business with marketing focus
International Marketing and Brand Management
International Marketing and Brand Management
All Masterprograms
All Masterprograms

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