Why do consumers choose expensive branded products, although cheaper ones serve the same purpose? Can you turn a critical consumer into an enthusiastic customer? Where do we grab items off the supermarket shelf? And is that a conscious decision? Some brands magically affect us. It is the science of marketing that make this happen!
During the marketing management studies at the EMS, you acquire all the important skills and knowledge that marketing managers need for their multifaceted tasks. This includes, for example, how to successfully introduce product innovations to the market, to position oneself favorably in the competitive environment, or to develop strategies that bind customers to the company in a sustainable way. You like to think analytically, are creative and can empathize with people? Then maybe you are a successful brand maker of the future.
The Marketing Management specialization provides you with in-depth insights into the general principles of marketing, consumer behavior and market research as well as the most important marketing tools. In addition, you are involved in building an effective marketing organization and marketing planning. Marketing a product is an especially important facet of marketing, as well as the resulting profitable sales. You will learn how companies can successfully position themselves on the market with the right marketing mix, and how to properly assess and manage consumer buying patterns using selected models. In addition to classic marketing instruments and disciplines, you will discuss current trends and tendencies, such as the impact of Social Commerce or the Internet of Things (IoT) on the marketing industry.
What does everyday life look like in an advertising agency, a market research institute or in the marketing department of a company? These experiences you will gain during your eight-week compulsory internship and can directly apply and expand your acquired know-how. The essential competences of a marketing manager include, aside from specialized knowledge, the ability to develop concepts in a structured manner and convincingly present ideas. During the fourth semester of your studies, you will complete a business project in which you have the opportunity to solve either a real task or complete a case study, followed by the presentation of your results – often directly in front of the company representatives.
Today, markets are globally networked and increasingly competitive.
Over the past decades marketing has thus evolved from a subordinate departmental function to the central success factor of modern business management. Marketing departments in corporations and international companies are now often linked directly to the board, and marketing staff have to master important strategic tasks in addition to the operational business. This begins with the intensive research of consumer needs and continues with the development of needs-based products and their marketing. Public relations is also a crucial element when it comes to ensuring a positive image of the company in public and, especially, in crisis situations.
Companies are developing products that are marketed around the world and advertising campaigns that need to function globally. This requires experts who, in addition to sound specialized knowledge, also have intercultural skills. The International Business program provides you with the ideal basis for these international challenges starting with the English as the program language and additional foreign language offers. During your semester abroad at one of our worldwide partner universities you will develop your language skills and experience (for example, how cultural differences affect consumer behavior). Maybe you would like to complete your internship in a global network agency or a company abroad? Our Career Service Department is pleased to advise you on your decision and finding the right internship position.
By the way, with your specialization, you will have obtained the best prerequisites for effective self-marketing and can open up many exciting career opportunities! Would you be interested in entirely managing the success of a product from product development to pricing, communication and sales strategy? This opportunity is open to you in product management, at, for example, a consumer goods manufacturer. Are you interested specifically in the marketing discipline, in market research, advertising or social media marketing? Specialized institutes and agencies will offer you the right career path. As you know and master the success factors of effective marketing, you may alternatively desire to use your skills for your own start-up company.
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