Marketing studies

In our marketing degree program, we offer you a uniquely deep and broad marketing science education in addition to teaching you sound business management content. Marketing is a dynamic professional field with diverse strategic and operational decision-making and action areas. They relate primarily to the market, innovation, products and services, distribution, price and communication. Marketing activities are aimed at both domestic and international markets. In addition to functional skills, marketing and market-oriented management also require the ability to manage change. Sustainably effective marketing and the successful assumption of management functions in marketing are therefore inconceivable without well-founded business and management-related knowledge.

Career prospects

A marketing degree offers you the best opportunities for a quick career start with a wide range of possibilities. Marketing not only pervades all companies that offer marketable products and/or services, but also affects non-profit organizations such as state, educational, health and charitable institutions. Marketing is now "ubiquitous" with the consequence that many employees and managers in companies are almost always assigned management and project tasks that have a market and marketing connection during their career. For this reason, a marketing degree is an essential step in your professional development and an important door opener for starting your career or for your further professional career.

However, the Bachelor's degree also enables you to qualify for a Master's degree of your choice, such as the consecutive Master's in International Marketing and Psychology (IMP).

Study location

In Ludwigshafen, you will study marketing in one of the strongest economic regions in Germany, the metropolitan area Rhine-Neckar. Your advantages at a glance:

• HWG is internationally networked with over 100 renowned universities and colleges
• Good supervision ratio: study in small semester groups with direct contact to lecturers
• manageable, familiar and modern campus atmosphere
• High level of practical relevance
• optimal networking with important multinational companies in our region such as BASF and SAP
• countless leisure, cultural and sports activities
• attractive recreational opportunities in the Palatinate Forest and Bergstrasse nature parks

The curriculum of the Marketing degree program is geared towards current and future work and professional situations; it teaches marketing-relevant qualifications that are necessary for coping with work requirements. In addition to practice-relevant general business administration content, comprehensive marketing science expertise (particularly in digital marketing, sustainability, marketing management and international marketing) is taught. There is also a further focus on marketing and business psychology content.

The course has a modular structure, i.e. the modules (subjects or subject combinations) are offered and examined in one semester. In addition to teaching technical and methodological skills, the study program includes the teaching of social and intercultural skills. In the first two semesters, students receive a demanding basic business education. The marketing specialization takes place from the 2nd year onwards. In the 5th semester, students must complete either an internship in Germany or abroad or a semester abroad at one of our 150 partner universities. In the 6th semester, students complete their studies by writing an academic thesis (Bachelor's thesis).