Building on a comprehensive compulsory area (e.g. product, communication, price and sales management), students can choose between three specialisation areas within the degree programme:

• Marketing Research with a focus on Data Science
• Marketing Research
• Marketing Management

In addition, students can choose from an extensive range of compulsory electives for individual specialisation. The degree programme concludes with the Master’s thesis in the fourth semester.

Compulsory area:

• Principles of Marketing I: Marketing Theory
• Principles of Marketing II: Product and Price Management
• Principles of Marketing III: Sales and Communications Management
• Principles of Marketing IV-VI: Marketing Seminar

Specialisation in marketing research with a focus on data science

Choice of 2 out of 2 modules

• Econometrics
• Panel and evaluation methods

Students specialising in Marketing Research with a focus on Data Science must also take this course:

• Basic module: Computer science as a minor subject
• Computer science 2 for minor subject students – Intermediate module A
• Introduction to the databases

In addition, three further modules from the ‘Data Science’ module group totalling 15 ECTS must be taken.

Marketing Research specialisation

Choice of 2 out of 2 modules

• Econometrics
• Panel and evaluation methods

Marketing Management specialisation

Choice of 2 out of 4 modules

• Advanced Marketing Management I: Service Marketing
• Advanced Marketing Management III: International Marketing
• Advanced Marketing Management IV: Strategic Marketing
• Advanced Marketing Management V: Business-to-Business Marketing

Compulsory elective area
Around 70 modules from six different module groups are available for individual specialisation:

• In the area of marketing, modules such as Digital Marketing, Digital Behavioural Data, Service Marketing or Personal Selling prepare students for specific activities in operational marketing.
• These are supplemented by modules from the field of data science, which teach the use of (digital) data with the help of courses such as data science, deep learning or Social and Web Intelligence.
• In addition, modules are offered in the field of consumer behaviour, which include aspects of market and consumer psychology.
• Methodological modules from the field of statistics, such as Advanced Marketing Analytics or Microeconometrics and Machine Learning, address current developments in market research.
• Numerous modules are available in the area of management, such as Platform Strategies, Design Thinking and Product Design or Business Ethics and Corporate Social Responsibility.
• In addition, the selection is supplemented by interdisciplinary modules such as foreign languages or practical seminars in cooperation with companies such as adidas, Ergo, GfK and P&G.

• Interest in marketing and consumer behavior: Motivation to deal with modern marketing tools, consumer psychology and digital trends
• Enjoy numbers, data and facts: Confident handling of statistical methods (at least 10 ECTS statistics) as well as a solid background in economics (at least 50 ECTS) and marketing knowledge (at least 10 ECTS).
• Curiosity for modern technologies: Interest in topics such as big data, AI and data science – this is where you are called upon to help shape the future of marketing.
• Desire for practical projects: Team spirit and strong communication skills will help you to get creative in exchange with fellow students and companies.
• Thinking outside the box: Optional semester abroad or double master’s program invite you to get to know new markets, cultures and perspectives.

Thanks to the Institute of Marketing in Nuremberg with three marketing chairs and a large number of specialised complementary chairs, the Master in Marketing programme offers an excellent and interdisciplinary education. The Master’s in Marketing is characterised in particular by the individual focus and the wide range of options in the area of specialisation.
The programme is taught by outstanding professors and high-calibre lecturers from the field, who contribute their extensive specialist knowledge and industry-specific experience to the teaching. This guarantees not only a sound theoretical basis, but also practical insights into current developments and challenges in marketing practice.

The department offers exchange opportunities with numerous outstanding universities abroad as part of a semester abroad or, for example, the double master’s programme with EM Strasbourg.

Graduates of the Master’s degree programme are aiming for jobs directly related to marketing, such as market research, data science, customer relationship management, sales and key account management, strategic marketing, marketing management or marketing planning and controlling. Potential employers include industrial, commercial and service companies as well as market research institutes, consultancies and advertising agencies. There are co-operations with well-known partners such as GfK, Adidas, Audi, Porsche and Siemens.