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Specialisation Marketing and Social Innovation

Understanding, winning and retaining customers


The area of specialisation lets you choose a focus within your studies. Register for the Bachelor in Business Administration (International Management) or the Bachelor in Betriebsökonomie.

Marketing is more than advertising. Marketing professionals understand customer needs and market developments in order to position their company competitively in the market.

You are passionate about...

  • conceptual and strategic tasks
  • market and customer analyses
  • creative activities

Career Opportunities

The Marketing and Social Innovation specialisation will open up the following career roles to you:

  • Marketing manager
  • Digital/online marketing manager
  • Product manager
  • Brand manager
  • Digital analyst
  • Social media & community manager
  • Customer service manager

Direct insights into practice

Specialisation in Marketing and Social Innovation

Lectures are given by experienced marketing specialists in order to combine the knowledge you have learned with practice. You will visit companies and advertising agencies where you can experience the work of the professionals up close.

Specialisation in Marketing and Social Innovation

Data-driven digitalisation is providing companies with an increasing number of  tools to identify and respond to the needs of their customers.

What conclusions can companies draw from the data? How can they successfully place their products in increasingly confusing markets? How can satisfied customers become brand ambassadors? Marketing provides the right answers to such questions. This course is aimed at creative students who are interested in complex economic issues and want to take on the challenges of marketing in the digital age.


The learning content is based on current issues. New developments, technologies and theories are continuously incorporated into classwork. The most important content includes:

  • Developing marketing strategies
  • Implementing marketing concepts
  • Carrying out market research
  • Understanding customer insights
  • Analysing customer behaviour (the customer experience, the customer journey, CRM)

Module description

This Specialisation is taught in German

ECTS Points: 20
Teaching Language: German

-BSc in Business Administration (International Management) - Area of specialisation Marketing and Social Innovation
-BSc in Betriebsökonomie - Vertiefungsrichtung Marketing und gesellschaftliche Innovation

Info Events Degree Programmes

Find out more at one of our information events or at a trial day. We will be pleased to inform you about the courses offered by the School of Business and explain the structure and content of the programmes.

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