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The study contents of the EMBM.

The EMBM provides you with marketing-relevant know-how that you need for the successful marketing of complex service offers to business customers: In addition to the basics of B2B marketing and sales, the special features of service marketing and important fundamentals in strategy, management and controlling are also addressed.

In the first eight months, you will complete the compulsory modules of the program and acquire the fundamentals that you must master regardless of your industry and field of activity.

You can individually design the last four months of your studies by choosing two from six possible elective modules for in-depth study, and thus adapt the program to your personal needs. On this page, you will find an overview of the various modules as well as links to the teaching texts, so that you can obtain an overview of the contents of the respective modules.

Starting with this academic year, it is also possible to book our modules individually. Click here for more information. However, you must complete all compulsory modules as well as two elective modules for the completion of the Executive Master of Business Marketing.

Picture of students

Picture of students
Image Credit: Unsplash

Overview of compulsory modules

Compulsory modules: Acquiring basic knowledge of managerial economics.

In the first eight months of your studies, you will acquire the fundamentals that you must master for the successful marketing of products or services to business customers, regardless of industry and field of activity. Therefore, you will complete a total of four modules: Marketing and Selling in Business-to-Business-Markets (Module 1), Marketing and Selling in Service Markets (Module 2), International Competitive Strategy (Module 3) and Leadership Skills for Managing a Diverse Organization (Module 4). Each module is based on teaching texts including practice-oriented examples.

Overview of elective modules

Elective modules: Specialization according to interests and fields of activity.

You can tailor the last four months of your studies individually and adapt them to your personal needs and preferences. You have the opportunity to work on two topics from the adjacent five modules according to your preferences. On this page, you will find additional information and links to teaching texts so that you can get an overview of the individual modules.

Study Schedule

Study Schedule

Here you can see an exemplary study schedule. Click on the picture to make it bigger.

You can find all information about customer orientation here.


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Laura Elgeti