Marketing, Sales

Depending on the definition, marketing or sales encompasses all measures aimed at opening up markets, selling products or services or promoting them. Marketing and sales specialists analyse markets, competitors and target groups and create distribution channels and sales strategies at the interface between pricing, brand positioning, product communication, public relations, advertising and corporate strategy.

Building on a basic education in business administration, students acquire qualifications in various strategic and operational areas such as offer management, customer relationship marketing, e-commerce, brand management, market research, communication management, conceptual marketing or sales management. In addition, industry-specific specialisations such as sports marketing, fashion marketing, multimedia marketing or international marketing are offered.

A good foundation for successful studies in this field is knowledge of the following school subjects, depending on the chosen degree programme: Maths, Economics/Law, English and Computer Science.

Marketing degree programmes are mainly offered by universities of applied sciences, but also by individual universities. The titles of the degree programmes are, for example: ‘Brand Management’, ‘Digital Marketing and Communication Management’, ‘Internet and Online Marketing’, ‘International Marketing Management’.

Knowledge of marketing and sales can also be acquired at numerous universities as part of general business administration degree programmes as a major or specialisation.