Marketing is a broad subject that requires versatile knowledge and skills. Those who study marketing should not only be creative, but also think analytically and have an interest in technical topics. By studying marketing science, students acquire comprehensive knowledge of communication and sales strategies, market research, product development and management, and pricing. They also learn about the essential tools of marketing and understand how to use them.
As you probably know, marketing is an important discipline in any business. Without marketing, most companies cannot survive. So if you decide to study marketing, you already have a big advantage over other applicants. Nevertheless, there are many students who think that with a degree in marketing you can only do advertising. But this is not true! A degree in marketing prepares you for many more roles than you think. As a marketing manager, for example, you'll be responsible for planning and implementing marketing strategies. You'll work closely with the sales department and always have to keep an eye on the latest trends. In addition, you develop measures to increase customer satisfaction and ensure a positive public perception of the company. In short, a degree in marketing is diverse and exciting - and that's exactly why you should definitely consider it!
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.
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.
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 following chart summarizes the 4 reasons to study marketing:
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.
Sub-Modules:
International Marketing
Brand Management
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Content:
Fundamentals of Consumer Behavior
Behavioral Economics: From Heuristics to Nudging
Empirical Research: Introduction to Quantitative and Qualitative Methods
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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.
Sub-Modules:
International Strategic Management
Organizational Behavior
Conscious Business
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Choose 1 out of 3
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.
Choose 1 out of 3:
Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.
Sub-Modules:
Business Communication
Business Ethics
Negotiation Skills
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Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.
Content:
(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
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Content:
The Basics of Innovation: Models, Context, Diffusion and Adoption
How to Market Innovations: Analysis, Segmentation, Targeting, Positioning and The Right Marketing Mix
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Choose 2 out of 5:
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.
Choose 1 out of 5:
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.
Choose 1 out of 3:
Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.
Sub-Modules:
Responsible Leadership
Business & Society
Master Thesis Preparation
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Feel a stronger sense of belonging to the MBS community by actively engaging in a variety of extracurricular offerings.
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.
Last but not least: writing your Master Thesis
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!
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.
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.
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!
"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
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 perfect competition, there are many suppliers and many demanders who buy and sell homogeneous products. No company has any influence on the price, as it is determined by supply and demand. Marketing in a perfect competition often focuses on differentiating the product to stand out from other suppliers.
An oligopoly consists of a few large suppliers that control the majority of the market. These companies have significant influence over price and competition. Marketing in an oligopoly often involves price competition, product innovation, and marketing campaigns to gain market share.
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.
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.
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.
In marketing, market strategies are plans and approaches that companies develop to achieve their business goals. Here are some common market strategies:
✓ Differentiation: This strategy aims to make a product or service unique in order to stand out from the competition. This can be achieved through unique design, quality, features, or brand image. The message to customers is, "Our product is different and better than others."
✓ Cost leadership: Here the focus is on offering products or services at a lower cost than the competition. This enables the company to offer competitive prices and/or achieve higher profit margins.
✓ Market development: This strategy involves entering new markets, whether geographically (expansion into new regions) or by introducing products for new customer groups. The aim is to expand the customer network.
✓ Market penetration: Here, the company attempts to increase its existing market share in a market already served. This can be achieved through aggressive advertising, price reductions, or customer retention.
✓ Product development: Companies focus on developing new products or services to better meet the needs of their customers or to adapt to changing market conditions.
✓ 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.
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:
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 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.
Social marketing refers to a marketing strategy that uses social principles and techniques to promote social change or social problems. Unlike commercial marketing, which markets products or services, social marketing aims to influence people's behavior to promote the common good.
The goals of social marketing can be varied, ranging from promoting health awareness and environmental protection to reducing societal problems such as drug abuse or pollution. Typical applications of social marketing include campaigns for smoking cessation, traffic safety, healthy eating, waste reduction, and more.
Social marketing uses marketing techniques such as audience analysis, message development, channel selection, and evaluation to effect behavior change in the target audience. It aims to inform, motivate and empower people to adopt more positive behaviors and address social issues.
The key aspect of social marketing is that it does not aim to maximize profits, but to benefit society and individuals. It is an effective way to promote positive social change and has an important place in areas such as healthcare, environmental protection and social justice.
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.
is an online marketing strategy in which you optimize your website and its content to rank better in the organic (unpaid) search results of search engines like Google. This means that your website will appear higher in search results when users search for relevant terms. SEO focuses on improving factors such as keywords, page structure, backlinks, and user experience to increase your website's visibility and organic ranking.
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.
| 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. |
Here are the basic steps and principles:
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?
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.
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 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.
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.
Respond to comments, messages, and mentions. Join conversations and show that you listen to your followers. This builds community and trust in your brand.
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.
Social media platforms offer advertising opportunities to increase your reach. You can target audiences, set ad budgets, and track the success of your ads.
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
| 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.
INTEREST AWAKENED?
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.
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.
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.
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.
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.
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.
