Marketing and Innovation Management

The degree program brings together key specialist areas of disruptive business life in a unique way. We bridge the gap between classic marketing know-how, a high level of technological understanding and digital DNA - be it digital marketing or generative AI.

The lecturers on the course bring relevant practical experience to their teaching and have contacts to leading companies in the fields of marketing, technology, digital and artificial intelligence, which are based in the Hamburg metropolitan region and beyond.

The Master's degree program is aimed at graduates in the fields of economics, business informatics, business mathematics and industrial engineering who wish to qualify for further management tasks in the areas of marketing and innovation management. 

The three-semester Master's degree program offers a broad curriculum in the areas of integrated marketing, CRM/data insights, technology and innovation management, digital marketing & generative AI, sustainability and ethics, controlling, human resources and law. 

The program is divided into three study phases:

The first semester lays the foundations of integrated marketing strategy, introduces the challenges of technology and innovation management and teaches the basics of consumer behavior using qualitative and quantitative survey methods. A module on CRM introduces students to data management methods. A course on sustainability and ethics rounds off the first study phase
In the second semester, students delve deeper with modules on integrated marketing tools, a case study on marketing and innovation management, controlling in the marketing and R&D context and the law of marketing and innovation management
The third semester is available for writing the Master's thesis. 

Essential:

• Successful completion of at least seven semesters (210 CP) of a professionally qualifying Bachelor's or Diplom degree programme in an economics or related degree programme; related degree programmes include in particular business informatics, business mathematics and industrial engineering

• Relevant modules from the Bachelor's or Diplom degree programme totalling at least 8 CP with a connection to the subject area of marketing

Proof of special English language skills at level B2 in accordance with the requirements in § 7 of the HAWAZO

Students who only have a Bachelor's degree with 180 CP will be considered if all other admission requirements are met and there are still places available. The missing 30 CP must be completed within the first two semesters of study. The academic advisor determines which missing credits are to be made up. If the missing CP are not made up within the aforementioned period, admission and enrolment will be cancelled.

For all foreign applicants: Proof of German language proficiency through a recognised language test: (Goethe Institut C1, TestDaF 4, telc C1 Hochschule, DSH2, Deutsches Sprachdiplom KMK, Kleines oder Großes Sprachdiplom Goethe-Institut)

Further documents that you can submit to increase your chances:

• Proof of at least 20 weeks of internship in the successfully completed Bachelor's degree programme or relevant professional experience

Further documents can be submitted (optional):

• Letter of motivation
• Curriculum vitae

This degree course welcomes new entrants in summer semester only and does not have a winter semester intake. Applications are open between 1 December and 15 January.

Applications and admissions are managed by the Student Admissions and Registration Office (Studierendensekretariat).

You can find further information here: Applying for a Master's degree course