International Business (B.A.) | International Marketing

Bachelor’s degree program

Marketing means interacting with others – and that’s what you enjoy. You like to understand new markets around the world and think about strategies for developing, delivering and communicating products and services. You know that marketing goes beyond just advertising: it’s about understanding the customer’s journey from their individual needs to their passion for your products. In order to develop a global perspective on marketing, you want to change global value chains and their ethical and ecological aspects, you want to get to know different regions of the world and communicate with customers at eye level.

The course combines management with marketing. There is a strong focus on international perspectives on customer relationships and value chains, but also on learning new languages and specializing in a particular region of the world (e.g. Latin America, Anglo-America, South East Asia, Middle East). It follows an interdisciplinary approach that combines management, marketing, psychological approaches and cultural studies. There is a strong focus on applied skills in community and corporate projects. During a semester abroad, you can deepen your skills at one of our partner universities.

Career Opportunities

• Brand Manager
• Business Developer
• Manager of an advertising agency
• Innovation manager
• Marketer in the digital sector
• Marketing strategist
• Market research specialist
• Product manager

Head of degree program

Prof. Dr. Dr. Björn Bohnenkamp

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International Business | International Marketing – Structure first year – 60 ECTS

• 6 ECTS – Marketing Strategy, Implementation & Controlling
• 5 ECTS – Organizational Environment
• 6 ECTS – Introduction to Management
• 5 ECTS – Responsible Practices
• 8 ECTS – Introduction to Scientific Research Methods
• 4 ECTS – English / German as a Foreign Language 1.1
• 6 ECTS – Digital Markets: Psychology, Technology and Culture
• 6 ECTS – Transforming Global Value Chains
• 5 ECTS – Strategy as Theory and Practice
• 5 ECTS – Community Project
• 4 ECTS – English / German as a Foreign Language 1.2

International Business | International Marketing – second year – 60 ECTS

• 6 ECTS – Internat. Consumer Cultures
• 6 ECTS – Area Studies
• 6 ECTS – Resources: Financial Resources, Human Resources, Organization
• 6 ECTS – Introductory Company and Consulting Project
• 6 ECTS – Foreign Language 2.1
• 6 ECTS – International Marketing: Decolonizing Customer Relations
• 6 ECTS – Change & Learning
• 6 ECTS – Controlling, Accounting & Reporting
• 6 ECTS – Enhanced Company and Consulting Project
• 6 ECTS – Foreign Language 2.2

International Business | International Marketing – third year – 60 ECTS

• 6 ECTS – Current Issues in Marketing
• 6 ECTS – Marketing Elective
• 6 ECTS – Management Elective
• 6 ECTS – International Project
• 6 ECTS – Elective: Foreign Language 2.3 / Host Language
• 18 ECTS – Internship
• 12 ECTS – Bachelor Thesis incl. its Defense

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