What is the magic of successful brands?
What is the secret to a successful brand? What do the people out there want and how can we as managers ensure that our brand grows? In this focus we learn to understand marketing as an art that can connect people and brands and unleash something great. 

Specialisation Marketing

Do you want to understand why people camp for days in front of the shops for the latest smartphone? Or why they spend 4 times as much on a pack of tissues just because it's from a certain brand? 

Our marketing focus is built upon applied psychology: Why do we want what we want? What motives drive us? What makes a brand human and how does it manage to spark emotions in us? You may notice it already: at Karls we define marketing further. Of course, it's also about advertising. You will learn to design and implement successful marketing strategies. You will deal with target groups, unique selling proposals and touchpoints - in short: you would get everything a "classic" marketing course offers. Beyond that we will also take the "bird's eye view" again and again: Which products have a future? Which ideas touch and why? How can we build long-term and sustainable relationships between brands and people?

During your studies you can look forward to many exciting projects and cooperation, with companies such as DM, Vodafone or Interbrand. In addition, interesting guest lectures are held again and again, e.g. by big data agencies or international hidden champions from the region.

The marketing focus is part of something bigger: management studies. 

What makes the Management Program so special? It is you! You design the course yourself: By choosing 2 main areas you give your management bachelor a very personal direction. Currently you have chosen Marketing as your first focus. It's best to check right away which second focus suits you best.  

This course of study starts every winter semester in September.

Program Structure of Management course

Karlshochschule opens up a whole new, exciting world with each module in the Management program. When I look at the module overview, I discover how the contents of my marketing management studies are logically connected to the two specialization areas I have chosen, thereby revealing Management to me as an overarching whole:

 

Marketing (Management)
and

Study year 1: Analysis and Strategy in Management and Scientific Research Methods  

Spec. 1.1

4 ECTS

Spec. 2.1

4 ECTS

Rethinking Management (Culture, Society, Ethics)

5 ECTS

Introduction to Management

5 ECTS

Business Environment

8 ECTS

Introduction to Scientific Research Methods

8 ECTS

English 1

4 ECTS

Spec. 1.2

4 ECTS

Spec. 2.2

4 ECTS

Culture and Markets

5 ECTS

Basic Principles in Strategic Management

5 ECTS

English 2

4 ECTS

Study year 2: Transfer of theoretical knowledge to company projects  

Spec. 1.3

6 ECTS

Spec. 2.3

6 ECTS

Introductory Company Project

6 ECTS

Resources: Financial Resources, Human Resources, Organization

6 ECTS

Foreign Language 2.1

6 ECTS

Spec. 1.4

6 ECTS

Spec. 2.4

6 ECTS

Advanced Company Project

6 ECTS

Managerial Accounting

6 ECTS

Foreign Language 2.2 or Culture

6 ECTS

Study year 3: Internship, Semester abroad and Bachelor Thesis  

Spec. 1.5

6 ECTS

Spec. 2.5

6 ECTS

Current Issues in ReThinking Management and Society

6 ECTS

Change & Innovation

6 ECTS

Area Studies

6 ECTS

Internship

18 ECTS

Bachelor Thesis including its defense

12 ECTS