Marketing Management (B.A.)

Language of instruction: German



Standard period of study: 7 semesters

Bachelor of Arts in Marketing Management

Marketing as an attractive and versatile field of work

Skilful marketers are invaluable assets for any organisation. They are the ones that create, communicate and deliver value to customers and users, and are responsible for the perception of the brand. Brands such as Apple, Amazon, Zalando or Coca-Cola are great examples of the impact marketing has on a company’s success. The best marketing experts know exactly what their customers want and need, and they know how to spark interest in their products and services in order to gain new customers.

Contrary to popular opinion, marketing is so much more than just promotion! There are countless options for graduates within the field of marketing, both on- and offline. Some enjoy working in positions that focus on SEO or SEA, or community management, social marketing or communications. Others prefer working in events or sports marketing, product management or development, or innovation management. Whatever our students are passionate about, we at Harz University of Applied Sciences always do our very best to prepare them for a successful and fulfilled future.

The curriculum for the degree programme in Marketing Management consists of a well-rounded combination of theoretical scientific training and practical application of obtained knowledge. In addition to fostering professional competencies, we at Harz University of Applied Sciences set great store by the development of networking and social skills of our students. Throughout the semesters, individual work assignments and exams are complemented by group assignments, presentations and business games. Students at Harz University of Applied Sciences study in small groups which promote team spirit and a positive atmosphere among both students and faculty.

The standard period of study is seven semesters, including study abroad and internships and the language of tuition of this degree programme is German. Graduates receive an internationally recognised Bachelor of Arts (B.A.) degree in Marketing Management.


Overview Bachelor Degree Programme Marketing Management

Facts and Figures

Degree Bachelor of Arts
Department Business Studies
Standard period of study 7 Semester
Start of studies winter semester
Application deadline
(for applications with domestic educational cetificates)
15th of July each year
Application deadline
(for applications with international educational cetificates)
15th of June each year
Tuition fees There are no tuition fees for this degree programme. Information on the semester contribution can be found here.

Prerequisites for Admission

Formal Prerequisites Certificate of aptitude for higher education, e.g. High School diploma
Admission Procedure Admission for this degree programme is free. Further information can be found here.
Aptitude test Not required

Application Procedure

Prospective students with international certificates of aptitude for higher education are required to apply through Uni Assist. In case of open questions and in order to receive further information, please feel free to contact our friendly Student Advisors at the International Office.

Please note that we can only process complete applications received by the deadline. We ask for your understanding that we unfortunately cannot consider applications received later or incomplete applications.

Content of Studies

1st – 3rd Semester


  • Basic courses: Introduction to Business Administration, Corporate Governance, Organisation, Marketing, Accounting, Business Mathematics, Statistics, Labour and Business Law, Investment, Human Resources Management
  • Specialisation courses: Marketing II, Market Research, Behavioural Economics, Media Planning, Market and Consumer Psychology
  • Project Management
  • Scientific Methodology, Moderation Techniques
  • IT Applications
  • Business English

Modes of Study

Lectures with finals; seminars with exercises, business games, simulations as well as final presentations, homework; project work; tutorials; mentor programme

4th Semester

Internship or Study Abroad (support by the International Office)

5th and 6th Semester


  • Data Mining, Business Intelligence & CRM
  • Marketing Management and Controlling, Process Management
  • Logistics Management
  • Electives: Event Management, Sponsoring, PR, Brand Management & Consumer Neuroscience, Product Innovation & Communication, Industry-specific Marketing, Online and Social Media Communication, Practice Project
  • Project Week
  • IT Applications
  • Business English

During the 5th semester, a student research paper is mandatory in the module “Technique of Scientific Work”. This serves as preparation for the Bachelor Thesis.

Modes of Study

In addition to theoretical specialisation, semesters 5 and 6 focus strongly on the application of acquired knowledge. Lectures are complemented by a stronger promotion of teamwork, for instance through business games and simulations.

7th Semester

Internship, Bachelor Thesis, Colloquium

Career Prospects

Our alumni are prepared for a career in marketing and can work as sought-after experts in companies and organisation of all industries and sizes – from small family business to large corporations. Positions in communications and PR departments, sales, product development, product and brand management are just as feasible for marketing graduates as careers at advertising agencies, social media and event agencies, market research institutes, management consultancies, retail groups and in the sustainability/non-profit sector. The career and earning potential is particularly promising in larger or international companies and organisations.

Below is a small selection of possible professions:

  • (Online) Marketing Manager                                                  
  • Brand Manager / Product Manager / Category Manager
  • Community Manager
  • Social Media Manager
  • Sales Manager
  • (Key) Account Manager
  • Marketing Consultant
  • Project Manager
  • Market Researcher
  • Event Manager
  • Communications Manager

In addition, a Bachelor of Arts (B.A.) in Marketing Management is a solid foundation for a master's degree in the broad field of economics, such as Consumer Psychology and Market Research (M.Sc.), Business Consulting (M.A.), Tourism and Destination Development (M.A.) or Finance, Accounting, Controlling, Taxation and Law (M.A.) at Harz University of Applied Sciences.

Prof. Dr. Patrick Hehn

Degree Programme Coordinator

Professor Faculty of Business Studies
Tel +49 3943 659 204
Room 4.119, Haus 4, Wernigerode
Visiting Times Dienstag 15:30 - 16:30 Uhr