Marketing
Marketing (M.Sc.)
This interdisciplinary Master’s degree program in Marketing (M.Sc.) provides in-depth knowledge in marketing, market research, data science and consumer psychology. With a focus on “Marketing Management”, “Marketing Research” and “Data Science”, the program optimally prepares students for current requirements in areas such as digital marketing, artificial intelligence, e-commerce and sustainability management. The international focus rounds off the course and opens up a wide range of career prospects.
- Degree
- Master of Science
- Duration of studies in semester
- 4
- Start of degree program
- Winter semester
- Study location
- Nuremberg
- Number of students
- 150-250
- Subject group
- Economic Sciences, Law
- Special ways to study
- Double degree program
- Teaching language
- completely in German
- Admission Requirements
- Qualification assessment
What is the degree program about?
The Master in Marketing offers an interdisciplinary education with a strong focus on practical marketing methods and scientific approaches. The programme prepares students for future-oriented marketing tasks, such as social media marketing, the analysis of big data, the application of artificial intelligence and the use of digital technologies. International orientation and cooperation with leading companies such as Adidas and Porsche broaden career prospects.
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Building on a comprehensive compulsory area (e.g. product, communication, price and sales management), students can choose between three specialisation areas within the degree programme:
- Marketing Research with a focus on Data Science
- Marketing Research
- Marketing Management
In addition, students can choose from an extensive range of compulsory electives for individual specialisation. The degree programme concludes with the Master’s thesis in the fourth semester.
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Compulsory area:
- Principles of Marketing I: Marketing Theory
- Principles of Marketing II: Product and Price Management
- Principles of Marketing III: Sales and Communications Management
- Principles of Marketing IV-VI: Marketing Seminar
Specialisation in marketing research with a focus on data science
Choice of 2 out of 2 modules
- Econometrics
- Panel and evaluation methods
Students specialising in Marketing Research with a focus on Data Science must also take this course:
- Basic module: Computer science as a minor subject
- Computer science 2 for minor subject students – Intermediate module A
- Introduction to the databases
In addition, three further modules from the ‘Data Science’ module group totalling 15 ECTS must be taken.
Marketing Research specialisation
Choice of 2 out of 2 modules
- Econometrics
- Panel and evaluation methods
Marketing Management specialisation
Choice of 2 out of 4 modules
- Advanced Marketing Management I: Service Marketing
- Advanced Marketing Management III: International Marketing
- Advanced Marketing Management IV: Strategic Marketing
- Advanced Marketing Management V: Business-to-Business Marketing
Compulsory elective area
Around 70 modules from six different module groups are available for individual specialisation:- In the area of marketing, modules such as Digital Marketing, Digital Behavioural Data, Service Marketing or Personal Selling prepare students for specific activities in operational marketing.
- These are supplemented by modules from the field of data science, which teach the use of (digital) data with the help of courses such as data science, deep learning or Social and Web Intelligence.
- In addition, modules are offered in the field of consumer behaviour, which include aspects of market and consumer psychology.
- Methodological modules from the field of statistics, such as Advanced Marketing Analytics or Microeconometrics and Machine Learning, address current developments in market research.
- Numerous modules are available in the area of management, such as Platform Strategies, Design Thinking and Product Design or Business Ethics and Corporate Social Responsibility.
- In addition, the selection is supplemented by interdisciplinary modules such as foreign languages or practical seminars in cooperation with companies such as adidas, Ergo, GfK and P&G.
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- Interest in marketing and consumer behavior: Motivation to deal with modern marketing tools, consumer psychology and digital trends
- Enjoy numbers, data and facts: Confident handling of statistical methods (at least 10 ECTS statistics) as well as a solid background in economics (at least 50 ECTS) and marketing knowledge (at least 10 ECTS).
- Curiosity for modern technologies: Interest in topics such as big data, AI and data science – this is where you are called upon to help shape the future of marketing.
- Desire for practical projects: Team spirit and strong communication skills will help you to get creative in exchange with fellow students and companies.
- Thinking outside the box: Optional semester abroad or double master’s program invite you to get to know new markets, cultures and perspectives.
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Thanks to the Institute of Marketing in Nuremberg with three marketing chairs and a large number of specialised complementary chairs, the Master in Marketing programme offers an excellent and interdisciplinary education. The Master’s in Marketing is characterised in particular by the individual focus and the wide range of options in the area of specialisation.
The programme is taught by outstanding professors and high-calibre lecturers from the field, who contribute their extensive specialist knowledge and industry-specific experience to the teaching. This guarantees not only a sound theoretical basis, but also practical insights into current developments and challenges in marketing practice.The department offers exchange opportunities with numerous outstanding universities abroad as part of a semester abroad or, for example, the double master’s programme with EM Strasbourg.
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Graduates of the Master’s degree programme are aiming for jobs directly related to marketing, such as market research, data science, customer relationship management, sales and key account management, strategic marketing, marketing management or marketing planning and controlling. Potential employers include industrial, commercial and service companies as well as market research institutes, consultancies and advertising agencies. There are co-operations with well-known partners such as GfK, Adidas, Audi, Porsche and Siemens.
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- Admission requirements (first semester)
- Qualification assessment
- Application deadline winter semester
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31.05.
- Content-related admission requirements
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The target group of the ‘Master in Marketing’ is graduates of Bachelor’s degree programmes in business and economics. In general, it is also possible to join the Master’s in Marketing programme from a non-subject-related degree course. Admission requirements for all applicants are at least 50 ECTS in economics plus at least 10 ECTS in statistics and 10 ECTS in marketing. Further selection criteria are the average or final grade from the Bachelor’s programme, knowledge of statistics and marketing, as well as the discussion of a specialist article.
Language skills
- German language skills for international applicants
- DSH 2 or equivalent
- Details and notes
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Application process
Applications are submitted centrally to FAU Erlangen-Nuremberg. The online portal Campo is available for this purpose. You can only complete the application form and other documents there and upload them digitally. Your application will be reviewed on the basis of the uploaded documents. No application documents need to be sent in by post. You can find more information about the application process here. The selection procedure for the Master’s degree programme in Marketing takes place after the application deadline. All completed applications with all required documents submitted via the Campo online portal by 31 May will be considered. Subsequent submissions of application documents will not be considered in the selection process.
Admission requirements
To apply for the Master in Marketing programme, 50 ECTS in Economics, 10 ECTS in Statistics and 10 ECTS in Marketing are required.Selection criteria
The documents submitted will be assessed on the basis of the four criteria listed below.- Average grade or final grade from the Bachelor´s degree programme (max. 60 points)
- Marketing knowledge* (max. 20 points): Number of ECTS points earned in marketing
- Knowledge of statistics* (max. 20 points): Number of ECTS points earned in statistics
- Discussion of a specialised article (max. 20 points): Irrespective of previous qualifications, students have the opportunity to gain further points in the selection process by answering four specified questions.
A maximum of 120 points can be achieved. Admission is granted from 70 points. The points tables for converting the above-mentioned criteria and further information on the discussion of the subject article can be found in the examination regulations.
You can see the complete admission process here:
* Proof of ECTS points (e.g. transcript of records, transcript of grades) must be provided at the time of application and cannot be submitted later during the course of the Master’s programme. Please enclose module descriptions (English or German) of the ECTS points you have earned. This is the only way they can be recognised. The ECTS credits earned as part of the Bachelor’s thesis are not included in the calculation.
Required documents
The Master in Marketing programme can only be started in the winter semester. The application period begins at the beginning of February and ends on 31 May each year.The following documents must be enclosed with the application:
- University entrance qualification (e.g. Abitur certificate)
- Curriculum vitae in tabular form
- Bachelor’s degree certificate if available (alternatively: proof of previous achievements with average grade)
- Module descriptions from your university/college (English or German) on the knowledge in the areas of marketing and statistics
- Discussion of a specialised article based on four specified questions on a maximum of two DIN A4 pages. Further information can be found in the examination regulations
If necessary, please add:
- Applicants from non-German-speaking countries must provide proof of the German language test for university entrance (DSH) at level 2
Please apply online here. Please note that applications will be assessed in the form in which they are received by the application deadline.
Do you need help or more information?
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