Business Administration market-oriented management (MARKT)

Master of Science
Selection procedure: see examination regulations
Language requirements
Admission restriction
Selection procedure
Application period winter
Until Jun 30
Application period summer
Until Jan 08
Place of study
Start of the program
Winter and summer semester
Standard length of the program
4 Semester
Semester fee
56,00 Euro
Part-time studies possible


The specialization MARKT is aimed at students who are interested in the core topics of market-oriented management. The central focus areas of this specialization are corporate management, marketing and service, international management as well as operations and methods. In addition, there is the opportunity to approach selected questions in-depth from a sector-specific perspective. A broad and varied range of elective courses rounds off the contents of the specialization in MARKT.

It combines the highest scientific standards with a consistent practical orientation. By integrating different leadership-relevant perspectives and "real-life business cases", students learn to think and act in an interdisciplinary way. Interactive courses, group work and presentations place a focus on the development and promotion of personal and social skills. This is complemented by investigating the ethical dimension of business management decisions. With this differentiated study concept, students are comprehensively prepared to take on leadership tasks in a national and international context.


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The program in detail


A total of 120 ECTS credits must be earned during the course of study. These are divided into required, required elective and elective modules as well as the Master's thesis. The modules can be grouped in different subject areas.

Six required modules in the program impart knowledge on interdisciplinary basics. This also includes a required module in Ethics. In addition, students have to complete further required elective modules worth 35 ECTS from the subject areas of the specialization "Market-oriented Management". Students are free to choose the composition of these modules. In addition, elective modules worth 25 ECTS credits can be freely chosen from all WFI Master's specializations.


30 ECTS credits: required modules

The six required modules in the program impart knowledge on interdisciplinary basics. These will lay the foundation for a substantiated training in business administration, irrespective of the chosen specializations. In addition to the five modules covering all substantial foundations of the specialization, students also complete a module in Ethics.

  • Analytical Customer Management
  • Customer Relationship Management
  • Service Management
  • Empirical Management Research
  • Strategic Management
  • Ethics

35 ECTS credits: required elective modules

Student must obtain a total of 35 ECTS credits in the required elective area. The courses can be allocated to one of the five subject areas. You will find a selection of the courses that can be taken from the specialist areas subdivided into to the areas "Marketing & Service", "Corporate Management", "International Management", "Industries", and "Operations & Methods".

25 ECTS credits: elective modules

Students have to complete a total of 25 ECTS credits in elective modules. They can choose freely from the entire range of modules of the specialization “Market-oriented Management”, or from the module offer of all other specializations (BA&OR, FACT, Entrepreneurship, Digital Customer Experience & Service Design) of the Master’s program in Business Administration. Upon request, students also have the possibility to integrate further modules (that they have completed abroad or modules from the entire range offered at the KU) into their degree program.

The elective area also gives students the possibility to approach a subject in business administration, economics, business languages or law in-depth or to dedicate themselves to general scientific questions.

30 ECTS credits: Master’s thesis

Generally, the Master’s thesis (30 ECTS credits) can be supervised by every university lecturer at the WFI who is authorized to conduct examinations. We also explicitly encourage that students write their Master's thesis in cooperation with companies.

Conceptual design

In addition to the structure of the program and the examination law requirements in terms of the distribution of ECTS credits, the conceptual structure of the degree program is also important. The program imparts methods and skills in modules that can be assigned to one of the following subject areas: "Marketing & Service", "Corporate Management", "International Management", "Industries" or "Operations & Methods".

The study program is completed by the application of the acquired knowledge through internships, stays abroad, various student organizations and finally during the Master's thesis.

Subject areas

The subject areas give students the possibility to focus on certain topics in depth within their chosen specializations.

In the different subject areas, courses approach specific business administration-related issues. We distinguish between the subject areas "Marketing & Service", "Corporate Management", "International Management", "Industries" or "Operations & Methods".

Marketing & Service

In the area of “Marketing & Service”, students learn to apply a customer-oriented way of thinking for companies. This includes topics such as customer relations, customer satisfaction and customer management.

Corporate Management

In the field of "Corporate Management", students deal with tasks and decision-making problems from a management perspective and analyze their effects with regard to potential markets and business areas.

International Management

The area “International Management” comprises courses that deal with specific problems in international trade and transnational corporations. This also includes challenges that occur due to the increasingly diverse labor market and sales market situations.


In the area “Industries”, students have the chance to intensively deal with specific challenges connected to certain industries, such as the car industry or retail sector, to deepen their individual study profiles.

Operations & Methods

In the track “Operations & Methods", students learn how to develop and apply quantitative models and methods to support decision-making in companies.

Study plan and course plans

Study plan
Course plan winter semester (available in German)
Course plan summer semester (available in German)

The program in awards and rankings

The degree programs offered by the Ingolstadt School of Management (WFI) regularly score top positions in popular university rankings.

  • Top positions in Trendence Graduate Baromenter 2017
  • CHE Ranking: WFI was awarded top ranking in categories “teaching offer”, “completion of programs within reasonable time period” and “students overall”
  • According to the magazine Wirtschaftswoche, the KU and its faculty WFI is among the top 20 universities in Germany for business administration programs that recruiters like to see in job applications of graduates.
  • Top rankings in 'Logistik Masters' 2016, 2017

Rankings and assessments


KU students and alumni have voted for their University to be Germany's most popular university in the 2021 ranking of the online portal StudyCheck. The ranking was based on over 40,000 evaluations for more than 500 higher education institutions and universities. 98 percent of students questioned for the ranking would recommend studying at the KU to others.

"There is no better praise for a university than almost 100 percent of students and alumni agreeing: I can only recommend studying at the KU! That is why we are very pleased with the ranking’s outcome, because it expresses the high level of satisfaction of our students," says KU President Prof. Dr. Gabriele Gien.

More ranking results

Studying abroad

Our students are at home in Ingolstadt and in the world: Multilingual degree programs and a unique network of more than 90 partner universities worldwide make the WFI a global campus with an international study atmosphere. It is with great enthusiasm that the vast majority of our students (approx. 90%) spend one or even several semesters at one of our renowned international partner universities. Irrespective of where you would like to spend your semester abroad: North America or Asia, Australia, South America or Europe – we have the perfect program for you.
We promote and supplement the study abroad with a required business language, English-language courses and additional offers from international guest lecturers.

Experience reports from semesters abroad programs at the Ingolstadt School of Management

Semester abroad in Bolzano, South Tyrol, Italy

Rolf Kleylein-Feuerstein

Where did you stay: Free University of Bozen-Bolzano, South Tyrol, Italy

Would you recommend a stay in Bolzano to other students:

Definitely yes! If you are looking for a very modern, trilingual university, in one of the most beautiful places in Europe, Bolzano is just the right place. And please don't let the proximity to Germany scare you off. The mentality there is completely different, as are the climatic conditions. Sometimes you can't believe that it's "only" four hours by car to Ingolstadt.

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Stay abroad in Portugal

Anja Mutter

Where did you stay: in Portugal at Universidade do Porto

Tell us about your daily university life there:

A usual day at university there started with a relaxed breakfast with my roommates in our shared flat or at the Douro river. Afterwards I went to the lectures at university; I spent my free time between the courses with my friends on the university meadow or in a cafe. After I finished my tasks for the group work alone or together with the group in the library, I went to the gym, which is right next to the university. In the evening, I cooked and ate with my roommates and afterwards I spent the night in small bars or clubs.

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Stay abroad in Angers, France

Maurice Stoerk

Where did you stay: I spent my semester abroad in Angers, at the ESSCA School of Management. The partner university of WFI is one of the Grandes Ecoles in France and is Triple Crown accredited.

Tell us about your daily university life there:

Lectures were held in small classes (no larger than 20 students) and were characterized by a high proportion of group work, presentation and oral participation. I liked the concept very much, as it encouraged personal initiative.

Leisure time

Angers is a nice student town and offers numerous bars, restaurants but also nice spots like the Esplanade Coeur de Maine, which is inviting for ending the week and welcoming the weekend together with fellow students. In addition, it is a good opportunity to visit cities such as Paris, Nantes or Rennes, all of which are less than two hours away by TGV.

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Stay abroad in Finland

Jacqueline Heibel

Where did you stay? 

I spent my semester abroad at the University of Vaasa in Finland. Vaasa is a small town, but it has its charm and the campus of my host university is super beautiful, right on the waterfront.

What did you like best? 

My absolute highlight was the trip to Lapland. Shortly before Christmas we traveled far north with a group, visited Santa Claus and spent cozy days deep in the forest in cozy wooden cabins surrounded by snow. The typical Finnish ice swimming after a sauna session was a must.

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Semester abroad in the USA

Manuel Scheerer

Where did you stay?

University of California at Davis, USA

Tell us about your daily university life there? How did you spend your leisure time? 

Since we attended a total of 5 courses, we were on campus almost every day. Nevertheless, there was still more than enough time for leisure activities, and the offer at the University of California in Davis is extremely extensive. The Recreational Center offers courses for all kinds of sports. We also participated in the Intramural Soccer League. Davis is definitely a student town where there is always something going on in the evening. 

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Stay abroad in Mexico

Anna-Maria Contino

Where did you stay?

Guadalajara, Mexico

Tell us about your daily university life there? How did you spend your leisure time?

I had Spanish four times a week in addition to normal courses. In general, I liked being at the university very much, because the campus is very nice and green. There is also a gym and several canteens / cafés.

What did you like best?

Actually, "everything” – I made many friends there whom I would like to visit again soon. I also find the culture very open and warm-hearted. In addition, Guadalajara has a lot to offer and you can also travel very well from there.

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Practical connection

Students at the WFI have many opportunities to put what they have learned into practice. Thanks to collaborations with leading companies and organizations in many different fields, the KU is able to offer excellent prospects when it comes to finding internships and starting a career in Germany or abroad. Networking opportunities are provided by our University’s career fair “Company Day” and many other recruiting events, as well as presentations by companies and various workshops.

Studying at the WFI is more than ‘just’ learning. Most students are active in different student organizations. Like this, they continuously hone their soft skills and can exchange views with students from other disciplines. The “WFI spirit” means outstanding commitment.

Career possibilities and professional fields

Career prospects

Graduates are ideally equipped for an advanced specialist and management career. The skills imparted in the program’s specialization open up a whole range of career opportunities.
The specialization focuses on quantitative and information-processing approaches to solving current and complex business administration problems in the industry, trade and service companies. In addition to these classic industries, our graduates are also predestined to enter high-level management consulting firms or to continue their research work as part of a doctoral program.

Marketing Specialist

Our courses provide an understanding of various marketing problems and ‑solutions as well as general methodological knowledge to deal with the current challenges in marketing such as ‘big data’ or machine learning.


With the acquired methodical knowledge and analytical approaches, graduates of the degree program are ideally equipped for starting a career as a generalist at major strategy consultancies. By focusing on one specific subject area, students are also suitable for embarking on a career as a specialist with strong topic-oriented knowledge in niche consultancies.

Academic career

The specialization provides all the necessary foundations for further research work and ensures that graduates have all ideal prerequisites for successful consecutive doctoral studies in one of the subject areas covered.

What students say about the program

Prof. Dr. Joachim Büschken – degree program coordinator MARKT

Dear prospective students,

as program coordinator, I am responsible for the organization and design of our Master's program MARKT. We place a strong focus on a holistic education in which students acquire both methodological and practical skills. In doing so, we make sure that the courses reflect the latest developments in research and business. Our graduates thus have the best prerequisites for a career in companies, start-ups, or for pursuing an academic career.

I would be pleased to welcome you soon as one of our students at our Faculty.

Kirsten, student

"The intensive education, the friendly environment, the networking opportunities and the good reputation of the faculty opens the doors to a successful career for us students. This is why I stayed at the WFI after my Bachelor's degree for the MARKT Master's degree".

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Ngan Nguyen, student

"What I particularly like about the MARKT Master’s degree is that I can choose individual modules and thus design my studies according to my preferences. Through the many practice-related case studies, I gain insights into exciting professional fields and can expand my knowledge in business administration".

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Luisa Conzen, student

"For me, the WFI is characterized in particular by the friendly atmosphere. There is an intensive mentoring relationship and close contact to other students.
Through the practical offer of management and marketing oriented modules, as well as the unique opportunity to study abroad, the degree program MARKT creates the ideal basis for my personal and professional development.”

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Georg von Babo, student

"The MARKT Master’s program offers the excellent opportunity to set your individual focus, be it in International Management, Corporate Management and Marketing or Operations. I personally liked the focus on interactive courses with strong practical relevance. Furthermore, for me personally, the possibility of an integrated stay abroad completes the MARKT focus to form a perfect Master's degree program.”

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Katja Meule, student

"I decided to do a Master's at the WFI because of the excellent study conditions. These lie in an ideal staff-to-student, the international orientation with the possibility to study abroad for up to two semesters, and the high practical relevance due to the close cooperation with partner companies. In addition, the MARKT specialization allows me to design my curriculum individually to a large extent. Like this, I can design a specific education according to my own preferences.”

The KU


Short distances on campus at the KU save time and avoid stress. The campus in Ingolstadt, home to the Ingolstadt School of Management (WFI), consists of the Main Building and the New Building, separated by a peaceful courtyard. The ample green spaces on the Ingolstadt campus invite students to enjoy their surroundings outside during lecture breaks and meet fellow students. If you prefer to spend your breaks in town running errands, Ingolstadt’s city center is just a few minutes’ walk away. Other faculty buildings are the Studierendenhaus and the Hohe Schule that was home to the first Bavarian state university in the 15th century.

[Translate to Englisch:] Studierende Ingolstadt

What sets the KU apart

Studying at the KU is more than just acquiring specialist knowledge. We broaden our horizons together and take on responsibility in and beyond the individual degree programs. The KU has a particular focus on topics such as personal development, sustainability, social skills and social commitment.

It offers its students the possibility to study and work in a welcoming atmosphere and benefit from outstanding support and comprehensive service offers, a well-stocked library, a broad range of sports and leisure activities and a large global network with over 260 partner universities.

Do I have to be Catholic in order to study at the KU? Do I have to deal with Catholic contents during my studies?

No, the KU is open to students of all faiths and beliefs.

At the KU, just as at all state universities, there is freedom of research and teaching. This means that our degree programs focus on the subjects for which you have enrolled – free from external influences.

As a student at our University, you will notice what our understanding of being a Catholic University means for us in one thing in particular: The University’s focus is on the individual person. The talents and potential of all those who teach, study, work and carry out research at the KU form our most important foundation – regardless of their religion or beliefs, nationality, ethical, cultural or social background, disabilities, gender, sexual orientation or age.

This is why we promote your best possible academic education through personal support and an ideal staff-to-student ratio. At the same time, the KU is more than just a place for earning your degree: We attach particular importance to imparting social skills and advancing our students’ sense and value orientation in addition to providing them with a high level of academic and methodical qualification.

Our aspiration for our University is to build bridges between science and society and to make knowledge available for society as well as to integrate impulses from outside the University into our research and teaching practice. We aim to make a valuable contribution to social coexistence, to the free democratic basic order and to preserving creation. 

Isn’t Eichstätt quite small for a university town?

With a population of around 15,000, it is probably the smallest university town in Europe. For our students, this means living and learning in a friendly and informal atmosphere. Whether it is on the way to a lecture in the morning, at the canteen for lunch or in the pub in the evening, you will often come across people you know. It is easy to meet people in Eichstätt! By the way, the KU’s “living room” is the Theke, a bar run by students for students. Here, people meet for parties, jam sessions, karaoke evenings or a cozy round of table football.

A small town also means short distances: The library, the swimming pool, the cinema or the supermarket – everything can be reached in a few minutes on foot or by bike. The town is located right in the heart of the Altmühltal natural park – a real paradise for climbers, canoeists, hikers and cyclists just around the corner.

Should you still reach a point when you feel too cooped in, you can breathe big city air easily near Eichstätt. Ingolstadt with its 135,000 inhabitants is only a few kilometers away and offers a variety of shopping and nightlife options.

Can I also study at the KU if I have completed the Fachabitur?

Yes, you can study certain degree programs at the KU with a subject-specific university entrance qualification (Fachabitur). These are: Social Work (BA) and Religious Education (BA).


The location

© City of Ingolstadt Cathedral
© City of Ingolstadt Kreuztor
© City of Ingolstadt Town hall square
Ice hockey ERC Ingolstadt
© ERC Ingolstadt Ice hockey ERC Ingolstadt

Ingolstadt is the second largest city in Upper Bavaria after Munich and is only a 30-minute drive away from the state capital. Located in the heart of the Altmühl valley and the largest hop-growing area in the world - the Hallertau - Ingolstadt has a broad cultural offer.

There are regular classical concerts in the AUDI forum, many different student events, and the Volksfeste, beer festivals that are typical for Bavaria (small Oktoberfest Wiesn festivals). Ingolstadt has many restaurants, bars, beer gardens and clubs that are all located in the historical, picturesque old town and are perfect for enjoying a beer or two with friends after the lectures. Last but not least, Munich with its vast cultural offer is just around the corner.

Together with the district of Eichstätt, the Ingolstadt region has the lowest unemployment rate in Germany. This is partly owing to the fact that many well-known large companies such as EADS, AUDI, EDEKA, Media-Markt Saturn or Hipp have their headquarters in the Ingolstadt region.

More on Ingolstadt as a study location

Advisory Service

Some offers and study conditions are different for international students – our International Office is happy to provide help and support. If you have any questions, please feel free to contact our team. We are happy to accompany you on your way to the KU and hope that we can welcome you in person soon!

David Guevara
David Guevara
Coordinator Welcome Services and International Campus
Building Domplatz 8  |  Room: DP8-203 | Campus Eichstätt

Subject Advisor WFI

Franziska Rast
Franziska Rast
Student Counselling


The application process for international applicants is now completely digital. You can register online in our application portal and carry out and submit your application. After you have carried out the application and uploaded your documents, you do not need to send your documents to us again by post. You do have to submit certified true copies only if you are admitted at the time of enrollment.

Depending on the course of study, you may be asked for information on internships, professional experience, etc. Please upload the relevant documents in the upload area for all the information you provide, even if these are not mandatory fields!

Before you start the application process, please read the additional information on this page, in particular the information on the respective (German) language requirements and university entrance qualifications.

Study places

Total of available study places for the master’s degree in business administration for all areas of specialization together (BA&OR, DICE, ENTRE, FACT, INTERNATIONAL and MARKT):

  • Winter semester 2021/2022: 100
  • sommer semester 2022: 60

Please note, that the selection process is highly competitive.


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