Major subject Marketing Management I+II
A warm welcome to the Marketing Management major subject!
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Find out more about this major subject:
Marketing
- in the context of market- and customer-oriented corporate management, this is essential for market success for every business – from start-ups to large corporations – in the face of the current challenges posed by a global, fast-paced, volatile and, as a result, complex competitive environment.
- is future-proof. Many areas and functions within companies can be, and will continue to be, automated and digitised. ‘Creating customer value’, on the other hand, cannot.
- because, with our teamof lecturers at Hochschule München specialising in marketing management, you have access to a network of experts with a wide range of business contacts across a diverse array of sectors that is second to none.
- Last but not least – it’s fun, creative, strategic, interdisciplinary, International, challenging and rewarding!
Students specialising in Marketing Management will be able, upon completion of their Bachelor’s degree, to
- for various business sectors and types of goods (consumer goods, capital goods and the services sector)
- and by company size (large enterprises and SMEs)
Develop and implement marketing strategies independently.
In the interactive modules, students gain not only academic knowledge in the field of marketing management but also a great deal of practical expertise through interdisciplinary and integrative work on a variety of projects and tasks from a cross-sector mix of companies.
With its various subject areas and modules, the Marketing Management Major subject offers sound, high-quality and forward-looking preparation for a career in market- and customer-oriented roles within the consumer goods, capital goods or services sectors, in both large corporations and SMEs. When these specialist abilities are complemented by important additional and key competencies – such as personal commitment, relevant internships, language skills, experience abroad, and the ability to work in a team and give presentations – our graduates enjoy excellent career prospects.
Areas of professional application include, amongst others:
- Product Manager
- Product Owner
- E-commerce Manager
- Key Account Manager (male or female)
- Customer Service Representative (Agency)
- Marketing consultant
- Head of Marketing
- Market and media researcher
- Online Marketing Manager (Male or Female)
- PR consultant
- Product/Brand Manager, SEO Manager
- Social Media Manager (male or female)
- Advertising consultant or manager
- Sales Manager
- Commercial Order Manager (Male/Female)
- etc.
Career prospects and earning potential in these roles, which are closely linked to the market and customers, are currently more attractive than ever.
| Module number | Module title | Credit points |
|---|---|---|
| MARKETING MANAGEMENT I | ||
| MM.1 | Marketing communications | 5 |
| MM.2 | Consumer Goods Marketing and Market Research | 5 |
| MM.3 | Digital Retail and Service Marketing | 5 |
| MARKETING MANAGEMENT II | ||
| MM.4 | B2B Marketing and Sales Management | 5 |
| MM.5 | E-commerce | 5 |
| MM.6 | Brand management | 5 |
The various modules address both academic and practical issues relating to marketing management:
In the Marketing Management I specialisation, during the 5th or 6th semester, you will deepen your industry-specific and methodological knowledge in the ‘Consumer Goods Marketing and Market Research’ module, your conceptual knowledge of the core tool of communication policy in the ‘Marketing Communication’ module, and your industry-specific knowledge of service marketing within the context of digital marketing as part of the ‘Digital Retail and Service Marketing’ module.
Alternatively, in the 5th or 6th semester, you can choose the Marketing Management II specialisation, either as a supplementary option or as a standalone module. Here, you can deepen your knowledge of digital marketing in the E-commerce module and your industry expertise in the B2B Marketingand Sales Management module, whilst rounding off your strategic and conceptual marketing expertise in the Brand Management module.
By combining the specialisation modules Marketing Management I and Marketing Management II, you will acquire comprehensive skills in modern marketing management and be ‘ready to go’ for your career in marketing management. The subject areas are examined in the context of their application within medium-sized businesses and large corporations, and are discussed and analysed with regard to their practical implementation in day-to-day business operations, drawing on the lecturers’ current practical experience and through project work carried out as part of collaborative projects with companies (e.g. BMW, Interbrand, ProSiebenSat1, Serviceplan, Sixt, MAN, etc.).
In addition, students are equipped with in-depth knowledge of the interdisciplinary fields of marketing management, such as technology and product management, neuroscience and behavioural science, psychology and sociology, including expertise in communication and digital applications.
You can find an overview of our field trips and lectures in the Marketing Management major subject here.
You can find detailed information about the master's degree programme in Business Administration, specialising in Marketing Management, on the following web pages .