Marketing and Innovation Management

Our degree course provides a unique setting for students to engage with key areas related to current disruptions in business and the economy. We seek to combine the classic repertoire of marketing skills with a high level of tech competency and profound digital DNA in areas such as digital marketing and generative AI.

Our teaching staff have strong practical track records in relevant areas of work and a network of contacts with leading businesses in the areas of marketing, tech, digital, and artificial intelligence, based in the Hamburg region and beyond.

Our Master’s degree course is aimed at graduates in business studies, business information systems, mathematics in business and economics, and business engineering, who aspire to advance to senior marketing and innovation management roles.

The three-semester Master’s degree course provides a broad curriculum in the areas of integrated marketing, CRM/data insights, technology and innovation management, digital marketing and generative AI, ethics and sustainability, management accounting, HR and legal issues.

Each semester of the course has a distinct emphasis:

• The initial semester focuses on fundamental aspects of integrated marketing strategies; an introduction to the challenges of technology and innovation management; and key issues in consumer behaviour, explored via qualitative and quantitative methods of data collection. A module on CRM provides basics in data management methods, and a further class explores matters of ethics and sustainability.>
• Semester two allows students to engage with topics in greater depth; it features modules on tools for integrated marketing, management accounting in the context of marketing and R&D, and legal aspects of marketing and innovation management, alongside a marketing and innovation management case study module.
• During their third and final semester, students complete their Master 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