Marketing courses

About Marketing Management (m.a.) in CBS - Cologne Business School

Marketing Management Studies: Understanding Global Marketing

Detecting trends. Developing global concepts. Controlling products through price, features, distribution and advertising with inspiring messages in cost-efficient communication channels: Marketing activities on an international level are strategically coordinated and determine image, brand value, customer loyalty and thus the success of the company.

Marketing managers in the management levels of international groups and large companies require a broad economic expertise, combined with up-to-date specialist marketing knowledge, the ability to think strategically and excellent soft skills. The Master`s programme “Marketing Management” has been developed on the basis of this requirement profile and provides both general marketing strategies and advanced knowledge of digital marketing and pricing.

Marketing Management Master`s: Marketing strategies, techniques and approaches to digital marketing

In your later professional life, it will be your task as marketing manager to decide whether to use proven or unconventional strategies. In the first semester, you will deal with the variety of marketing strategies, the sub-areas and techniques of digital marketing as well as current marketing trends – also in a practical way using case studies. The main topics include:

• General marketing strategies as a framework for the marketing instruments
• Development of product-and brand-specific marketing concepts
• Subject matter and special characteristics of sector-specific marketing approaches
• Digital marketing

The second semester of the Marketing Management master`s covers in detail the latest trends and techniques in content and social media marketing and search engine marketing. Using best practices, you will learn how to develop holistic strategies that open up new target groups and meet customer requirements.

Practical experience and business skills for marketing managers

In order to become fit for the job market and to get to know different industries during the marketing studies, several practical phases are integrated in the curriculum of the Marketing Management master`s degree. During your semester break, you will complete an eight-week internship and work on complex marketing issues in a joint business project with practice partners. Our Business Simulation Game in the third semester also offers you the chance to apply your marketing knowledge practically.

Creativity has always been in demand in marketing to attract attention in market segments of similar products and services through original campaigns. Creative ideas stay in the customers` minds the longest and encourage them to buy. In our Business Skills Training on the topic of “Creative Thinking and Innovation” you will learn techniques of idea generation and inspiration through analogous thinking. In addition, we offer training courses on “Team & Self-Management” and “Leadership Behaviour”.

Where do you see yourself and your marketing career in three years?

With a master`s degree in “Marketing Management” you will find exciting career opportunities in various departments of multinational companies, in medium-sized companies or in agencies. Graduates of the master`s programme often work as:

• Marketing managers
• Digital marketing managers
• Social media managers
• Digital marketing strategists
• Online community managers
• Digital content producers
• SEO / SEA specialists
• Communication and PR managers

If you`re going for a doctorate: your Marketing Management master`s also enables you to pursue an academic career at CBS or other universities.

Academic qualification equivalents

• Bachelor's degree from a university or technical college

English language requirements (one of the below):

• IELTS     :   6.5
• TOEFL   :   92

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