International Business (B.A.) | International Marketing

Bachelor’s degree program

Marketing means interacting with others – and that’s what you enjoy. You want to understand new markets around the world and think about strategies for developing, delivering and communicating products and services. You know that marketing goes beyond just advertising: it’s about understanding the customer’s journey from their individual needs to their passion for your products. To develop a global perspective on marketing, you want to understand global value chains (and improve them from an ethical and ecological point of view), get to know different regions of the world and communicate with customers at eye level.

The course combines management with marketing. There is a strong focus on international perspectives on customer relationships and value chains, but also on learning new languages and specializing in a particular region of the world (e.g. Latin America, Anglo-America, South East Asia, Middle East). It follows an interdisciplinary approach that combines management, marketing, psychological approaches and cultural studies. There is a strong focus on applied skills in community and corporate projects. During a semester abroad, you can deepen your skills at one of our partner universities.

Career options

• Brand Manager
• Business Developer
• Manager of an advertising agency
• Innovation manager
• Marketer in the digital sector
• Marketing strategist
• Market research specialist
• Product manager

Head of degree program

Prof. Dr. Gaye Özçelik

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International Business | International Marketing – Structure first year – 60 ECTS

• 6 ECTS – Global Economy
• 6 ECTS – International Business Ventures
• 6 ECTS – Introduction to Management
• 4 ECTS – Responsible Practices
• 4 ECTS – English / German as a Foreign Language 1.1
• 8 ECTS – Introduction to Science and Empirical Research (^1st and^2nd semester)
• 6 ECTS – International Marketing: Decolonizing Customer Relations
• 6 ECTS – Marketing Strategy, Implementation & Controlling
• 6 ECTS – Strategy as Theory and Practice
• 4 ECTS – Community Project
• 4 ECTS – English / German as a Foreign Language 1.2

International Business | International Marketing – second year – 60 ECTS

• 6 ECTS – Intercultural Advertising Psychology
• 6 ECTS – Area Studies
• 6 ECTS – Resources: Financial Resources, Human Resources, Organization
• 6 ECTS – Introductory Company and Consulting Project
• 4 ECTS – Foreign Language 2.1
• 4 ECTS – Management Simulation (^3rd and^4th semester)
• 6 ECTS – Developing Communication Campaigns
• 6 ECTS – Change & Learning
• 6 ECTS – Controlling, Accounting & Reporting
• 6 ECTS – Enhanced Company and Consulting Project
• 4 ECTS – Foreign Language 2.2

International Business | International Marketing – third year – 60 ECTS

• 6 ECTS – Elective
• 6 ECTS – Regional Aspects of Business
• 6 ECTS – Management Elective
• 6 ECTS – International Project
• 6 ECTS – Elective: Foreign Language 2.3 / Host Language
• 18 ECTS – Internship
• 12 ECTS – Bachelor Thesis incl. its defense

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