Full Master Marketing

Students who major in marketing follow a master's degree program in business administration characterized by excellent teaching and research, a marked practical bias, and a distinctly international flavor. There are ample opportunities for improving analytical skills and social competence. The courses are taught by four professors (including a distinguished retired professor, Prof. Dr. Dr. h.c. Klaus Backhaus) and over thirty research assitants/academic staff members of the Marketing Center Münster (MCM).

Major Marketing courses focus on various facets of market-oriented management and are based on a two-stage approach: Marketing is defined as market-oriented management and students who specialize in this subject are trained both as specialists (marketing executives) and as all-rounders (general executives).

Courses leading to a full master's degree in marketing (major + minor in marketing) have been on offer since the winter semester 2015/16. By combining a major with a minor in marketing, students can specialize in and acquire a comprehensive knowledge of this field. Theoretical and practical aspects of marketing are considered from a different angle in each of the institutes that offer courses in this subject. Thus, for instance, there are courses in customer relationship management (CRM), direct marketing, sales management, media marketing, digital, and value-based marketing. The uniqueness of marketing as a special area of study is mirrored in the importance accorded to quantitative studies, the high degree of interaction between lecturers and students, and the program's distinct practical bent. The latter tendency is reinforced by the use of case studies and numerous lectures given by high-ranking business people.

The international orientation of the emphasis in question is ensured by the fact that students are regularly taught by foreign lecturers. Course content is presented from an international perspective, there are exchange programmes, and a wide range of lectures for students of all semesters are held in English. Each semester has been split up into two terms in the hope that students will spend a semester or a term at one of the many prestigious, intra- and extra-European partner universities of the School of Business and Economics. The best opportunities for a sojourn at a foreign university are in the third semester (i.e., in the fifth or sixth term).

Highly gifted marketing students are supported by the Circle of Excellence in Marketing (CEM), which provides additional training that goes well beyond that offered to students of average ability. The CEM program, which is implemented in co-operation with well-known firms, is designed to prepare students for managerial work in internationally operating companies. The Marketing Center Münster also offers an attractive environment for top-flight researchers. Master's students specializing in marketing are integrated at an early stage into the research programs of various institutes so that they can be prepared for work in various academic domains.

  • An Overview of the Courses on Offer

    The following diagram provides an overview of the courses on offer for students who wish to major and minor in marketing. Unforeseeable circumstances may necessitate changes (effective: January 14, 2020).


    1. (X) = Courses generally extend over the first and second terms of a semester.
    2. * Market-oriented Leadership is compulsory from winter semester 2019/2020. Students who started their studies before are not affected by this change.
    3. ** Consumer Behavior might start at the end of the 1st term. The exam takes place in the regular exam period.
    4. *** Service Management might start in the last week of the 1st term. The exam registration for Service Management is in the early exam period.
    5. Students are advised to take courses in Market-oriented Leadership and Advanced Market Research in the first semester. These two courses lay the foundations for other courses.
    6. As a rule, students who wish to take part in a seminar in the winter semester have to sign up in August, while those who want to attend a seminar in the summer semester have to enrol in February. If you embark on your studies in the winter semester 2020-21, you will not be able to enrol for a seminar until the summer semester 2021.
  • General Course Sequence

    In order to obtain a full master's degree in marketing, students need 120 ECTS credits. The credits will be awarded on the following basis:

    • Advanced Market Research (6 ECTS credits)
    • Market-Oriented Leadership (6 ECTS credits): The course is obligatory from winter semester 2019 on. Students who started their studies before are not affected by this change.
    • 9 free-choice marketing electives (one or at most two may be replaced by an "elective", e.g. course from another minor). We recommend choosing this subject when you go abroad (9 x 6 = 54 ECTS credits).

    • Marketing Seminar I (12 ECTS credits)
    • Marketing Seminar II (12 ECTS credits)
    • Master's thesis (30 ECTS credits)

    The following diagram represents the course sequence in broad outline.

    Detailed information about the content of individual lectures can be found in the module guide for the master's degree course (2019 version of the examination regulations).

    If you have any questions about the content of the courses on offer for students majoring in marketing, you should contact the coordinator of the master's degree program.

    Information about the master's degree program in business administration (structure, admissions, etc.) can be found on an information page of the School of Business and Economics (information page for master's students). Information is also provided by the academic coordinators who are responsible for the master's program.