Master International Marketing and Brand Management (M.A.)
Truly understanding your customers is key for any business success! With our program, we will help you build your own expert profile in the area of international marketing and branding: from behavioral insights to digital marketing tools to innovation. Our ‘theory meets practice’ approach means that you will learn about the latest scientific evidence while also applying your knowledge when working on real-life projects, developing your own marketing campaigns and interacting with business professionals to prepare for your own career.
Your Master International Marketing and Brand Management at MBS
Business Project: Together with your fellow students, you will carry out a project on behalf of a real company and apply your acquired knowledge in practice.
Semester abroad and Dual Degree: You have the opportunity to spend the 3rd semester abroad at one of our many partner universities. Alternatively, with the Dual Degree option, you will spend two semesters abroad and earn two specialized master's degrees within two years.
International Focus: You choose one international focus per semester, exploring different markets and methodologies as well as specific economic areas whose development influences the global economy.
Internship: You have already studied or worked in a non-German speaking country for at least one year? If so, you have the option of completing a subject-specific internship in a German-speaking company in the 3rd semester.
Key Facts
Master International Marketing and Brand Management
Start of Program
September
Duration Single Degree
18 months
Duration Dual Degree
24 months
Scholarships
20% to 40% reduction on semester 1 and 2
Thesis
In german or english
Final Degree
Master of Arts (M.A.)
What our students say about us
Guillermo Tamborrel
The lecturers not only teach their expertise but also share their personal experiences and how it's placed into action on a business daily basis.
Professors go even further, they become more of coaches and mentors. The program represents a unique opportunity in many senses, not only balances yet exceeds all diverse expectations on a master program. The learnings, its cross cultural environment, the friendships and network are elements I will forever treasure.
Yan Sun
Professors and lecturers at MBS have rich working experience in renowned companies, strong academic background, and excellent teaching styles.
In class, they are happy to share their career experiences and insights with students, and give students opportunities for interaction and communication. Besides, they invite many professionals to offer guest lectures to let students expand their knowledge.
Ellen Winter-Kichhoff
One of the best things about International Marketing and Brand Management was the guest lecturers from German and international companies.
We had access to high ranking employees of these companies, for example from BBDO, McKinsey or Service Plan. This helped us apply our education as well as build a strong network and understand more about the German job market.
Chaimae Benboubaddi
MBS students receive great support from all sides: academic director, lecturers and university staff.
And not only for their studies, but also in many other areas: Health insurance, accommodation, living standards. This is especially helpful for those who move to Munich from another country and speak a different language.
Jasmine Lichtman
I found the experience gained during the business project particularly valuable.
The students got exciting and instructive insights into the economy, were able to look over the shoulder of a start-up founder during his work and developed a market entry strategy for the Benelux countries. These are contents I can really use for my professional future.
Our
Master IMBM in Numbers
60
International Partner Universities
4:1
Student to Faculty Ratio
100%
Business Hotspot Munich
57 %
International Students
"This program offers a highly relevant specialization for modern students. In interactive, practice-oriented courses, we build a comprehensive understanding of international marketing and brand management – with many top-class guest lectures, workshops, excursions and exciting projects. Our behavioral marketing approach uses the latest findings from research and business to educate our students as the marketing professionals of tomorrow."
Prof. Dr. Sophie Hieke
Academic Director Master International Marketing and Brand Management
Course of Studies Master International Marketing and Brand Management
Semester 1
International Marketing and Brand Management (6 ECTS)
Sub-Modules:
International Marketing
Brand Management
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- 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 (6 ECTS)
Content:
Fundamentals of Consumer Behavior
Behavioral Economics: From Heuristics to Nudging
Empirical Research: Introduction to Quantitative and Qualitative Methods
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- 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 (3 ECTS)
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 (6 ECTS)
Sub-Modules:
International Strategic Management
Organizational Behavior
Conscious Business
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- 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 (3 ECTS)
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) (3 ECTS)
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.
Communication in International Business (6 ECTS)
Sub-Modules:
Business Communication
Business Ethics
Negotiation Skills
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- 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.
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 (6 ECTS)
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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- 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 (6 ECTS)
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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- 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 6:
- Brand Storytelling:
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. - Psychology of Marketing:
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 (3 ECTS)
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 (3 ECTS)
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) (3 ECTS)
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.
Responsible Leadership in a Global Context (5 ECTS)
Sub-Modules:
Responsible Leadership
Business & Society
Master Thesis Preparation
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- 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.
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 (15 ECTS)
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 you Master Thesis
One important focus in the program Master International Marketing and Brand Management are the business projects. You will be working for a company on a specific project of practical relevance. In cooperation with your fellow students you show that you can develop a marketing and branding concept for a start-up and put it into practice. Moreover, you will draft and implement a marketing and branding project for a real company. If you study marketing in Munich, you will also benefit from a strong business location. Thus in your business project, you might also get the opportunity to design a brand awareness campaign for a global market leader from the Bavarian surroundings.
Citkar
After the successful launch of our zero emission heavy duty cargo bike fleet across Europe, we wanted to explore a market entry in the US.
The students in this project delivered an excellent projedetailed market entry strategy including market research, identifying new collaborators and setting up a road map for the first few months of entering the US.
Stefan Räth, Co-Founder & Managing Director Citkar
Helleluja
I am the proud owner of a local Bavarian beer – Helleluja – and the IMBM students have developed a complete branding strategy for me,
The result included market research, customer profiles, and a marketing mix targeted at Munich and outskirts. Everything is super detailed, well explained and I can actually carry this out myself – hallelujah!
Marcus Büttner, Founder & Owner Helleluja
FLSK
The students worked on a market analysis and developed a realisation strategy for smart bottles for us.
We were very impressed with the know-how and structured approach of the work they delivered.
Patrick Bohrer, Founder FLSK
Harmann - A Samsung Company
We gave the students the task to create a digital marketing campaign for our Automotive Audio business in China.
The team carried out extensive market research which contributed towards the development of a successful marketing campaign for BMW.
Paul Gregory, Automotive Division Harmann
Mary's Coffee
Mary’s Coffee is a local coffee brand in Munich and we have been wanting to expand our range of iced coffee products to other European markets.
The students developed a market entry strategy for the BeNeLux region including a complete positioning strategy.
Mary Weiß, Founder Mary's Coffee
Orange Ocean
We asked students to assess the possibility of a merchandise concept for our NPO – but what they delivered completely blew our minds:
an online shop with fully designed and market-tested collections, a sustainable supply-chain concept and a digital launch campaign. We were deeply impressed with the skills and the knowhow that went into this!
Peter Christmann, Founder Orange Ocean
Zero Bullshit
As a young start-up, we have been looking for guidance on our branding strategy. During our project with the students, they completely revamped our brand:
they brought clarity and structure to our logo, a great corporate design and ideas for every single touchpoint along the way. These insights have been invaluable for us!
Sandra Ebert, Co-Founder Zero Bullshit
GlaxoSmithKline
When we told the student team to be bold and think outside the box for the activation campaign for our products, we never expected this level of creativity!
They developed three different 360 campaigns across B2C and B2B customers and surprised us with great concepts we can use for our marketing strategies!
Christina Heger, Brand Manager, GlaxoSmithKline
3rd Semester:
Semester Abroad or Internship
Semester abroad: Students in the International Marketing and Brand Management master program have the opportunity to spend their third semester abroad at one of our numerous international partner universities. During your semester abroad, you will gather extensive international experience and expand your intercultural skills. Students can also choose to spend two semesters at selected universities and complete their studies with a dual degree.
Internship: If you have already studied or worked abroad in a non-German-speaking country, you will also have the option of completing an internship specific to your subject area at a company in Germany, Austria or the German-speaking part of Switzerland. Internships run for at least 15 weeks.
Internationality
Studying at Munich Business School is an international experience, because internationality is not only taught but also lived. This is why studying abroad is an integral part of our programs. MBS maintains partnerships with over 60 universities worldwide and is continuously expanding its international network. The cooperations range from classic programs such as ERASMUS+ and exchange programs to over 20 dual-degree agreements with partners in Europe, Asia, Australia, and the USA.
International Focus
Although global economic principles can in general be applied everywhere, international markets are strongly influenced by political, cultural and historical characteristics.
By choosing one international focus per semester, you explicitly dedicate your Master International Business to the study of different markets and methods as well as special economic areas whose development influences the global economy.
Semester Abroad
You will spend the third semester abroad at one of our numerous international partner universities.
Students of the Master International Business gain comprehensive international experience by spending a semester at one of MBS' numerous international partner universities. Alternatively, students can spend two semesters at selected universities and complete their studies with a dual degree.
International Atmosphere
Around half of MBS students come from abroad, which gives our lectures and seminars a certain international flair.
Engaging and exchanging ideas with international students will give you a detailed understanding of different cultures and offer you the opportunity to explore approaches and mindsets from other cultures – an experience that will expand your own horizons. Joint activities outside the classroom will help you develop a wide network of international contacts and friendships.
Dual Degree
With the dual degree option, you acquire an additional, specialized Master's degree from one of our partner universities.Munich Business School's cooperation with renowned international universities gives you the opportunity to acquire two different master's degrees within two years. For a dual degree, you will normally spend two semesters at MBS and then two semesters at the partner university, followed by the Master's thesis.
You have the opportunity to apply for our exclusive mentoring program. Within the framework of this program, a professionally experienced person from the circle of MBS alumni will support you with words and deeds during the hot phase of your studies, help you to achieve your career goals and provide you with valuable contacts through their network.
At the beginning of your studies, you will receive more information about our mentoring program and can apply for one of the limited places until the end of September. In October, the mentoring committee makes its decision and in November, the selected mentees meet their mentors. The mentoring meetings will take place between November 2021 and August 2022.
In order to qualify for the Master International Marketing and Brand Management study program, you must fulfill academic, linguistic, and to some extent professional requirements.
You may submit your application documents at any time. Since the places are limited, we advise you to apply for your desired study start as early as possible.
The main requirement for admission to the Master International Marketing and Brand Management study program is a successful Bachelor's degree (180 ECTS or more). Applicants with a degree in Business Studies/Management/Economics are entitled to apply for the program directly, applicants without a degree in economics can qualify for the program by completing the Pre Master Program. Upon request, we will gladly verify your documents in advance. Please contact your Program Advisor
English Proficiency
Applicants must proof their English language skills by passing one of the following language tests:
- TOEFL iBT & Home Edition: min. 85 (min. of 22 in writing band, min. of 20 in all other bands; MBS TOEFL Institution Code: 5772)
- IELTS & IELTS Online: min. level of 6.5– Academic Module
- ELS English for Academic Purposes: Advanced Level 112
- Duolingo English Test: Overall Score 115 or higher
- Pearson PTE Academic: Overall Score 56 or higher
- Cambridge: Min. 173 or Grade B or higher
Note: If the test is also used to apply for a visa, please check the requirements of the respective embassy in advance.
Test results can only be accepted if achieved within the last two years. If you are unable to obtain your test results before handing in your MBS application, please inform us about your planned test date.
The English proficiency test can be waived by the following candidates:
- Applicants having completed their schooling in English (i.e., High School Diploma, IB)
- Applicants having completed their first academic degree in English
Application deadlines in detail
We accept applications all year round. However, we recommend that you apply as early as possible, as the number of places is limited.
Spring semester (Master International Business only)
- Application guideline for Europeans (no visa): December 10
- Application guideline for non-Europeans (visa required): October 31
Applicants from Vietnam, China and India should allow an extra month to apply for the relevant visas.
Winter semester
- Application guideline for Europeans (no visa): July 15
- Application guideline for non-Europeans (visa required): March 15
Applicants from Vietnam, China and India should allow an extra month to apply for the relevant visas.
Winter semester
- Application deadline for Europeans (no visa): July 15
- Application deadline for non-Europeans (visa required): April 15
Applicants from Vietnam, China and India should allow an extra month to apply for the relevant visas.
Step 1: Written Application
When submitting your online application, please provide the following mandatory documents:
- Answering questions of motivation (various questions are available for selection during the online application process)
- Résumé/CV
- Copies of your graduation certificates* and/or current university transcripts*
You may also upload the following additional documents:
- recent photo of yourself (professional, in color with bright background)
- Copy of the school leaving certificate (e.g., Highschool Diploma, IB, Abitur)*
- Proof of English language proficiency (TOEFL, IELTS or ELS)
- Reference letters (if available)
- When applying for a scholarship: personal statement (1 page)
*Please provide the original documents or certified copies when you gain admission and matriculate to the program.
Online Application
Qualified applicants will be invited for a personal interview on site in Munich or online via Microsoft Teams (approx. 30 - 45 minutes). The interview may include the processing of a case study.
As soon as you are an admitted student, you have the opportunity to get to know MBS even better – before making your final decision whether to join Munich Business School.
Our study advisors will of course be available for all kinds of potential questions and personal consultations.
Once you have successfully completed the application process, Munich Business School will provide you with an acceptance letter as well as two copies of your study contract. Please sign one copy and return it within two weeks to secure your spot in the program. The other copy needs to be kept for your own records.
The acceptance to the study program requires an enrollment fee of 690 Euro (EU/EFTA) respectively 1,490 Euro (non-EU) and a deposit of 1,000 Euro due upon signing the study contract. The deposit will be deducted from your first tuition fee installment.
If you are a non-EU national, you are required to apply for a student visa in order start your studies in Germany. To obtain a visa invitation letter from Munich Business School, which is necessary to apply for the visa, please add a copy of your passport details page when handing in your signed study contract.
More about Student Visa
Munich Business School offers attractive scholarship programs with discounts of 20–40% on fees for the first and second semester of your Master’s program. Students who demonstrate outstanding commitment may be eligible for further support in subsequent semesters.
If you wish to apply for a scholarship, you should include an application when you submit your overall application. You can find further information on our scholarships and financing page.
You can pay your tuition fees either in three installments, one for each semester, or in 18 monthly installments. The first installment is due at the start of your studies and should be paid by bank transfer or PayPal.
Tuition fees do not include books, travel costs or accommodation costs. A non-refundable application fee is due when you submit your applications; a matriculation fee is due when you sign your student contract. These two one-off fees are payable via bank transfer or PayPal.
You may incur further costs during your semester abroad depending on your chosen partner university and whether you opt for the dual degree variant.
Munich Business School offers attractive scholarships and the ability to finance 100% of your studies through Partner Brain Capital. You can find further information on our scholarships and financing page.
Fees per semester
EUR 8,300
Application Processing Fee
60 Euro
One-time Enrollment Fee (EU/EFTA)
690 Euro
One-time Enrollment Fee for international students
1,490 Euro
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