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Principles and teaching objectives

At bachelor level, the department offers a range of general courses providing a wide range of fundamental marketing knowledge and skills. In specialisations, one focuses on methodology in marketing research, while the other addresses buyer behaviour. Teaching at bachelor level aims to offer students immediate benefits when they start work in their field.


At master level, a general course is supplemented by two specialisations in management studies: specialising in Business-to-Consumer Management focuses on end-user oriented marketing of producers, trade, and service providers, while Business-to-Business Management emphasises the design of relationships between businesses in national and international markets.


Teaching at doctoral level develops candidates’ skills and knowledge in current issues and methods of marketing research. This ensures students can achieve at high international levels in their doctoral research projects.


Courses and specialisations are taught in English and German, aiming to present a solid, current, and management-oriented state of research as well as skills to promote critical thinking. In particular, we focus on the application of quantitative methods in approaching marketing-oriented management issues.


To support teaching, departmental staff has authored several textbooks. One has even been translated and published in English, Spanish and Korean.


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