Concept and Purpose

The Bachelor's major in "Management and Marketing" aims to impart comprehensive theoretical and practical knowledge in the fields of marketing and strategic management. Students should learn how customer and service-oriented behaviour in companies can be planned, realised, and controlled. In the field of marketing, topics of consumer behaviour and market research, marketing management, international marketing, and quantitative models in marketing are covered. The management section focuses on topics such as strategic management, international business, service management, and entrepreneurship. The necessary quantitative and qualitative methods are taught as well.

Students have the opportunity to gain insights into various industries (e.g. automotive industry, tourism) on the basis of practice-oriented courses, in order to deeply and comprehensively focussing on the subject.

Structure of the major

The major comprises 45 ECTS, which are obtained by taking 4 compulsory and 5 compulsory elective modules. For students who start their major studies in the summer term 2023, 3 of the 4 compulsory modules must be chosen. Non-chosen compulsory modules can be taken as compulsory elective modules. Thus, in addition to 3 compulsory modules, 6 compulsory elective modules must be chosen.

For all majors, admission is restricted and is governed by a selection statute. The students of a major have priority in the choice of courses within the course offer of this major.

Courses
An overview of the compulsory and optional modules of the major can be found in the following PDF:  Curriculum Major Management & Marketing.

Target Group

The major is primarily aimed at students who have a special interest in questions of strategic, market-oriented, and international management. Possible professional fields range from (international) strategy consulting, strategic planning, and corporate development to marketing, product, and service management.