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In today’s fast-paced world, marketing managers must continuously measure customers’ reactions, leverage the available data to distill insights, and adapt and optimise their marketing efforts accordingly. The Master in Management Marketing concentration combines state-of-the-art knowledge in data-driven marketing with practical, hands-on experiences to equip you with the skills demanded by marketing managers across various industries today.


Marketing Strategy

  • Competing in the marketplace
  • Balancing short-term tactical decisions with long-term strategic objectives
  • Raising and lowering prices
  • Investing in new products

External Lecturer

Dr. Stefan Worm

Marketing Analytics

  • Turning data into insights
  • Understand how customers respond to marketing decisions
  • Segmenting and targeting customers
  • Predicting customer behavior and profitability
  • Extensive use of R (one of the most sought-after marketing skills)


Digital Marketing

  • Display advertising
  • Social influencer marketing
  • Affiliate marketing
  • Viral marketing
  • Search engine advertising
  • New trends and opportunities


Consumer Behaviour

  • Scientific approach to consumer behaviour
  • How consumers acquire, remember and use knowledge
  • How consumers make decisions
  • Influence and persuasion


Why Marketing at FS?

"Our brand new Marketing concentration will prepare you for the realities of marketing in a world where a comprehensive marketing view, number-crunching skills and an analytical mindset, and hands-on experiences are more relevant than ever."

Read more insights from Prof. Dr. Christian Schulze, Associate Professor of Marketing, here