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Master
International Marketing and Brand Management
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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. As a sought-after professional, you can make full use of your skills in demanding positions such as Brand Manager, Head of Brand Management or CMO (Chief Marketing Officer) in renowned companies.

Your Master International Marketing and Brand Management at MBS

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.

Studenten geben sich einen Handschlag

Key Facts
Master International Marketing and Brand Management

Start of Program
September
Language
English
Duration Single Degree
18 months
Duration Dual Degree
24 months
Format
Full-time
Scholarships
Up to EUR 4,000 funding
Thesis
In german or english
Final Degree
Master of Arts (M.A.)

What our students say about us

Guillermo Tamborrel
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
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
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
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
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

15-20
Students per group

60
International Partner Universities

4:1
Student to Faculty Ratio

100%
Business Hotspot Munich

21-32
Age range

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 & BRAND MANAGEMENT MODULES
6ECTS

International Marketing and Brand Management

Sub-Modules:

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.
6ECTS

Customer Insights for Marketing and Brand Management

Content:

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.
3ECTS

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 & MANAGEMENT MODULES
6ECTS

International Business and Management

Sub-Modules:

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.
3ECTS

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.

3ECTS

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.

EXECUTIVE SKILLS
6ECTS

Communication in International Business

Sub-Modules:

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.
1ECTS

MBS Engagement

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

Semester 2

INTERNATIONAL MARKETING & BRAND MANAGEMENT MODULES
6ECTS

Integrated Brand Communication in a Digitalized World

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

------------

  • 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.
6ECTS

Marketing of Innovations

Content:

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.
6ECTS

Electives

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.
3ECTS

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 & MANAGEMENT MODULE
3ECTS

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.

3ECTS

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.

EXECUTIVE SKILLS MODULES
5ECTS

Responsible Leadership in a Global Context

Sub-Modules:

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.
1ECTS

MBS Engagement

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

Semester 3

15ECTS

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.

15ECTS

Master Thesis

Last but not least: writing your Master Thesis

Download Module Overview Master International Marketing and Brand Management

Business
Projects

Business Projects

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.

What our business project partners say about us

FLSK
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
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

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
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
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
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

Citkar
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
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

Hochland
Hochland

There's no better way to understand the factors that drive and motivate Generation Z when it comes to online grocery shopping than collaborating on a project with Gen Z students.

We were pleasantly surprised to receive a comprehensive analysis of the influences on online shopping behavior, along with detailed recommendations for marketing strategies tailored to each specific trigger. This project was an enriching experience for our company!

Elena Zloteanu, International Design Thinking Program Manager, Hochland

Kudoos Cards
Kudoos Cards

As the founder of a business project with a social and environmental focus, I worked with a group of MBS students to help define new product offerings as well as practical approaches to sales and marketing and establishing strategic partnerships.

The students took the initiative and delivered not only fresh new ideas, but also a business model and communication materials which could be easily implemented. Collaborating with the students was a rewarding experience thanks to their creativity, professionalism and enthusiasm!

Chris Callaghan, Entrepreneur

3rd Semester:
Semester Abroad or Internship

You define your focus

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
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
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
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.

MBS Dual Degree

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.

Mentoring Program

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.

Application

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.

 

Admission Requirements

Academic Requirements

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

Language Requirements

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 Deadline

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.

Application Process

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

Step 2: Admission

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.

Step 3: Study Contract

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.

Step 4: Student Visa

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

Scholarships

Munich Business School offers attractive scholarship programs amount up to EUR 4,000 of the overall tuition fee. (Up to EUR 2,000 on the 1st and 2nd master's semester).

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.

Fees

The quality of teaching and the training of sought-after professionals and managers is the focus at Munich Business School. By studying at MBS, you are making an investment in your future. This amounts to 24,900 euros. You can comfortably pay the tuition fees in three semesters or 18 monthly installments.

Depending on which partner university you would like to spend your semester abroad at or if you would like to do a dual degree, additional costs may apply.

In accordance with our university values, we are willing to offer first-class and motivated applicants a study place at Munich Business School - regardless of their economic background. There are many ways to finance your studies - scholarships, BAföG, education funds, etc. Get an overview of our scholarships as well as the 100% student funding with our partner Brain Capital and find the model that suits you best. You can find further information on our scholarships and financing page.

 

 

Fees on the Master’s program

Fee per month
EUR 1,383
Fees per semester
EUR 8,300
Total fees
EUR 24,900

Other Fees

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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‌ Info Session
06 December 2023
Master Online info session with our Current Students on December 6th, 2023 In this info session you will have the opportunity to get to… learn more
16 January 2024
Master’s Trial Lecture, January 16, 2024 Trial Lecture - Sustainability's Dead: Towards a Regenerative… learn more

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Studienberater MBS: Uttamdeep Kaur, B.A.
PAGE-TITLE: Master International Marketing and Brand Management