What are the benefits of studying marketing

Are you creative, ideally good at numbers, and are you interested in how advertising, communication and marketing events get customers around your finger? Are you dying to learn more about how companies bring their products to men or women or polish their image? Congratulations you are the ideal marketing student! We'll tell you everything about studying marketing - one of the most exciting courses in business administration: from typical content, entry requirements and career prospects to an overview of the universities.

Marketing studies in brief

From insurance companies or mobile phone providers to toothpaste manufacturers: If you want to sell your products or services, you can't avoid marketing. Put simply, it is about products, services or entire brands to be successfully placed on the market. For this purpose, the product must be designed in such a way that the potential customer likes it, the price or the price-performance ratio must be adapted to the expectations of the customer and the customer must be informed about the product and its advantages. Has the Marketing department Having done their job well, the customer finally buys the product: the toothpaste ends up in the shopping cart or the mobile phone contract is signed.

in the Marketing course you will learn everything about this varied professional field: terminology, theories, marketing instruments and analyzes. As a graduate, you are well prepared for a career in marketing or advertising.

University tip


Almost every Bachelor degree at HS Fresenius has a marketing focus such as "Marketing Management" or "Market, Advertising and Media Psychology". There is also a marketing master. And all the details in the information material.

Errors and confusion in the name of the degree program

Finding the right marketing degree will be yours different course names to encounter. A course of study is seldom simply called “Marketing”. Often the name already indicates the focus of the respective degree, such as "Marketing & Sales" or "Marketing & Event Management". The name is also widespread Marketing Management. This can conceal a marketing degree with a particularly large amount of management content, i.e. subjects such as leadership, human resources or strategy. On closer inspection, however, there are often in practice hardly any differences between the "Marketing" and "Marketing Management" courses. The transitions are fluid and there is a lot of overlap. You can find out more about this in our article on Marketing Management Studies.

When looking for the right course of study, it is not enough to just use the term “marketing” as a guide. The courses not only have different names, but also different focuses and differ accordingly in terms of content. It is worth looking carefully at the respective course descriptions and module plans if you want to find out which one the perfect marketing degree is for you

Alternatives to traditional marketing studies

In addition to the "classic" marketing studies described below, you have the choice between further degree programs in the field of marketing, for example ...

To the overview of the marketing courses

All information about the
Marketing degree

In the marketing studies you will deal with the entire range of marketing tools - but also business issues such as budget control & Co. This way you will learn to operate creative and successful marketing.

Marketing is an area of ​​business administration - many marketing programs have one accordingly high proportion of business courses. The exact course content varies from university to university. However, you can prepare yourself for the following subjects or focal points:

  • Business administration / business administration
    In these subjects, on the one hand, the basics of business administration, but also special areas of business administration such as personnel management or accounting are taught.
  • Economics / Economics
    Economics describes how economic systems work and explains how economies can best develop.
  • Law
    The content is based on legal principles such as commercial, corporate or civil law.
  • Marketing / Marketing Management
    Depending on the university and course of study, you will have special marketing lectures from the first semester, but no later than the main course. This involves, for example, long-term strategic marketing management or operational marketing. And of course, content such as marketing controlling, price, product and distribution policy, consumer psychology and marketing research are also conveyed.
  • Soft skills
    The “soft factors” such as teamwork skills or moderation skills fall into this category. Foreign language teaching also falls into this area: English is integrated in most courses, and there are often other language options as well.

Content of marketing lectures

Not sure what exactly you can expect from the marketing events during your studies? We bring a little light into the darkness:

  • Strategic Marketing
    The basis of all marketing and also many corporate decisions is strategic marketing. Goals for corporate development are set here: How many customers would I like to have in X years? How much revenue do I want to make? How many percent should my brand awareness be increased? What image should my company have in the future? In lectures on strategic marketing, for example, you will learn how to develop realistic targets.
  • Operational Marketing
    If the strategic marketing is in place and the goals are set, it is important for the operational marketing to achieve the specifications through a wide variety of measures. The marketing managers create budget and time plans, put the best marketing measures together in a concept and implement the strategic guidelines in real actions.
  • Marketing controlling
    No matter how much money I spend on my marketing campaigns - as an entrepreneur, in the end I would like to know whether the expenses have paid off. It used to be: “At least 50 percent of the advertising expenditure is in vain. The only problem is: I don't know which 50 percent ". This has now changed thanks to better technology and digitization, but it is still difficult in some areas to determine the exact "return on investment" of a campaign. In the marketing controlling lectures, the students are therefore shown instruments with which success and failure can be measured.
  • Market and opinion research
    If you were the marketing manager for baby food, would you be more likely to run a commercial on a car magazine or family series? This question is still quite easy to answer, but it is not always that easy. Therefore, during your studies you will be taught how to filter your optimal target group out of the total mass.

set priorities

Some marketing programs also offer the opportunity to study Elective modules to deal more intensively with individual sub-areas of marketing, for example social media marketing, online marketing or event marketing. Sometimes you can also choose more general areas of focus, such as the specialization in management, communication or sales.

Suitable universities for marketing