General Program Information

This degree program leads to a Master of Science (MSc) degree and provides students with comprehensive knowledge of different tasks and instruments in marketing and market research. It focuses on teaching skills and scientific methods that can be used to solve problems and issues specific to marketing.

Interdisciplinary teaching throughout the program covers the fields of marketing, data science, psychology, communication science, information systems and statistics with strong links to practical applications, as well as current marketing trends such as digital marketing, e-commerce and sustainability management. The degree program has a strong international focus.

In addition to courses taught in English, the School offers partnership programs with top universities in other countries.

This degree program is taught in German. Therefore, a good knowledge of German is an essential prerequisite to successfully completing the degree program. Proof of German language proficiency at DSH 2 level or equivalent is required for admission.

For further information, please visit the German WiSo website.

Course content

Building on a comprehensive set of compulsory modules (e.g. product, communication, pricing and sales management), students can choose between the specializations ‘Marketing Management’ and ‘Marketing Research’ with an optional focus on data science. Moreover, in both specializations students also have a considerable number of compulsory electives to choose from in order to define their own individual profile.

The degree program is completed with the Master’s thesis in the fourth semester. The standard duration of the full-time Master’s degree program in Marketing is four semesters. Detailed information on the program structure is available in the examination regulations and the module handbook for the Master’s degree program in Marketing.


The Master’s degree program in Marketing – run by the Institute of Marketing in Nuremberg which consists of three chairs of marketing, one assistant professor and six chairs specializing in complementary subjects – provides students with an excellent education in the field. The courses are taught by renowned professors and excellent lecturers from industry. The School offers students the opportunity to take part in exchanges with outstanding universities in other countries, such as a double Master’s degree program with EM Strasbourg.

Examples of study abroad opportunities

Career opportunities

Graduates of the Master’s degree program in Marketing may pursue careers in areas such as market research, data science, customer relationship management, sales and key account management, strategic marketing, marketing management, and marketing planning and controlling. Possible employers include companies and service providers, as well as market research institutes, consulting firms and advertising agencies. The School has co-operations with renowned partners such as GfK, BMW, Adidas, Rehau, Siemens and Staedtler.

Examples of partners in industry involved in the Master's degree program in Marketing

Target group

The Master’s degree program in Marketing is aimed at graduates with a Bachelor’s degree in business studies from a university or university of applied sciences. Applicants with a degree in a related subject who can demonstrate sufficient knowledge of business and statistics may also be admitted to the program.

Study advice and Master’s degree program co-ordination

Dr. Tobias Maiberger

Studiengangskoordinator des Master in Marketing

School of Business and Economics
GfK Chair of Marketing Intelligence

Prof. Dr. Nicole Koschate-Fischer

Studiengangsleiterin des Master in Marketing

School of Business and Economics
GfK Chair of Marketing Intelligence