Our specialization equips students with comprehensive knowledge being essential for any position in marketing and related fields. In particular, Marketing and Consumer Research focuses on the following:

• Relevant insights into the fundamentals of consumer psychology

• Creating value and improving the customer experience at the main touchpoints along the customer journey (e.g., branding and marketing communication)

• The toolbox of marketing research methods, analyzing, interpreting and synthesizing data (making sense of data)

• Applying customer-centric ​​​​marketing knowledge in real-life practice projects

As a m.core student, you profit from

• Our award winning courses (Innovative Teaching Award 2021, Nomination for the Ars Docendi 2022, Innovative Teaching Award 2023).

• An international and interdisciplinary faculty

• A strong business focus and highly practice-oriented learning

Moreover, you have the exclusive opportunity to participate in the m.core High Potential Award powered by Henkel (more information here).

Students of our specialization are curious about the fundamentals of human behavior, ready to work on real-life cases and challenges, think critically and work with various resources including top-level academic research. They are excited about empirical work including qualitative, quantitative and experimental approaches, able to work with and synthesize data, interpret and derive data-driven implications for various stakeholders, including consumers, society, policy makers and businesses. They are open-minded and interested in studying relevant topics of our contemporary society, such as sustainable consumption behavior, privacy issues and ethical concerns.

The specialization “Marketing and Consumer Research” equips students with an encompassing knowledge-base for any related master’s program or professional career directly after the bachelor’s degree. Graduates have excellent job prospects within various areas of marketing and related fields, such as customer insights, product and brand management, marketing management, customer relationship management, consulting, advertising, market research, consumer protection and behavioral science.