Program Overview

Marketing and brand managers make entire brands unique, ensuring they have a sustainable, competitive advantage. They develop brand positioning strategies, design and deliver holistic communication strategies, and manage their implementation and realization. If you have a business-related bachelor’s degree and want to become one of these sought-after experts, the master’s program in Marketing & Brand Management (M.Sc.) will give you the expertise you need.

On the master’s program in Marketing & Brand Management (M.Sc.), you will gain in-depth knowledge of various fields of marketing and brand management, based on methods of achieving rigorous consumer understanding. You can also expand your language skills with a German language course and will have the opportunity to develop your professional profile with an elective module, internship, or semester abroad.

Study content
 

During the master’s program in Marketing & Brand Management (M.Sc.), you will focus on a variety of important topics. These include:

• Strategic Marketing: You will acquire in-depth knowledge of the development and implementation of marketing strategies.
• Brand Strategy & Positioning: You will gain expertise and know-how in strategic brand management, brand architecture and positioning, and the development of marketing strategies in the international and global marketplace.
• Consumer Behavior & Psychology: You will learn about the theoretical background of purchasing and decision-making behavior, consumer attitudes, and consumption, and gain the expertise to research these in order to uncover insights on which to base your brand and marketing strategies.
• Advanced Market Research Methods: You will acquire the skills and methods needed to understand and influence market developments and research in-market challenges.
• Leadership, Innovation Management, & Creative Thinking: You will be trained in contemporary leadership theory and practice, innovation management methods, and methods to increase creativity in problem-solving processes.
• Research Methodology and Scientific Practice: You will be equipped with the relevant skills, methodological understanding, and methods to research and communicate academically rigorous and well-founded insights and knowledge.

Customizable third semester
 

On the master’s program in Marketing & Brand Management (M.Sc.), you can adapt your studies to your personal interests by selecting one of our broad range of elective modules. In the third semester, you will choose an elective module on one of the following topics:

• Corporate Finance
• Sustainability Management & CSR in a Global Context
• Entrepreneurship
• International Relations & Current World Affairs

Alternatively, you can choose to complete an internship instead of an elective module or opt for a semester abroad.

Practical relevance
 

Practice-oriented learning is a top priority at Fresenius University of Applied Sciences. On the master’s program in Marketing & Brand Management (M.Sc.), you can expect application-oriented teaching from experts who will pass on their wealth of professional experience. You will work on various projects and case studies and might opt for an internship as part of your elective modules. Interactive learning, excursions, guest lectures, and workshops are also common practice at Fresenius University of Applied Sciences.