Management & Marketing

The Master’s Degree Course is aimed in particular at graduates (Bachelor or equivalent) of Business Studies, Business Psychology and Tourism Managemen...

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LEUPHANA GRADUATE SCHOOL

MANAGEMENT & MARKETING Master of Arts (M.A.)

» www.leuphana.de/en/study/master

MANAGEMENT & MARKETING (120 CP) MODULE OVERVIEW MASTER MANAGEMENT & MARKETING (120 CP) Sem.

Master’s Forum

Master’s Thesis

25 CP

5 CP

4

Entrepreneurship

Elective

Elective

5 CP

3

Innovation Management

5 CP

2

Management Theories

Services Marketing

Master’s Forum, Maste’s Thesis

Statistics for Market Research 5 CP

Management Studies

Major

Research Project

Elective

Cognitive Psychology

5 CP

Ethics of Science

5 CP

5 CP

5 CP

5 CP

5 CP

5 CP

1

Advertising Psychologie and Consumer Behaviour

Elective

5 CP

5 CP

5 CP

Strategic Marketing

Elective

Interdisciplinary Methods 5 CP

5 CP

Elective

5 CP

Philosophy of Science

5 CP

Complementary Studies Program

ELECTIVE MODULES* 1 SEMESTER — Sales and Distribution Management — Studies of Customers’ Senses — Destination Management and Tourism Planning

2 SEMESTER — Communication and Media — Methods of Qualitative Market Research — E-commerce and Computing applied to Tourism

3 SEMESTER Customer Relationship Management — Customer Relationship Management — International Marketing — Behavioral Decision Making — Brand Management in Marketing Mix — Usability — The Market for Tour Operators / Travel Agents and Business Strategy — Current Research Subjects

*Alternatively, a maximum of two elective modules from one other Major of the Master’s Degree Program in Management & Entrepreneurship can be taken.

Initial information concerning the application Infoportal der Leuphana Universität Lüneburg Universitätscampus, Gebäude 8 Scharnhorststraße 1 D-21335 Lüneburg phone +49.4131.677-2277 [email protected]

»  www.leuphana.de/en/study/master

Major Advisor Prof. Dr. Kerstin Brockelmann Wilschenbrucher Weg 84, W213 21335 Lüneburg [email protected]

5 CP

Marketing is now facing challenges posed by the intensifying competition of the Global Age. These challenges can only be overcome by a systematic, strategically oriented approach based on comprehensive analysis. For this purpose, specialists are needed, who are not only enterprise-based, but also firmly standing within the world of marketing services (Marketing Research, Advertising, Consultancy) , and who can bring in comprehensive knowledge and skills and pro-actively address innovation. The Master’s Degree (Major) Management & Marketing addresses these changed marketing conditions.

MASTERPROGRAMM MANAGEMENT & ENTREPRENEURSHIP The Major Management & Marketing is allocated to the Master’s Program Management & Entrepreneurship, which also comprises Business Development, Data Science, Financial Institutions, Engineering, und Human Resources.

CONTENTS AND RATIONALE By its contents and methodology, the Master’s Degree Program aims at a deep understanding of the position of the consumer within society and the economy, as well as improved advertisers’ communication by optimized research approaches. The focus is on the networking of different academic disciplines and full application versatility. Next to imparting solid specialist knowledge and research findings, real-life tasks will be performed in practice in cooperation with various partners.

PERSPECTIVES The Master’s Degree in Management & Marketing prepares students for the tasks of tackling analytical and conceptual, as well as strategic and advisory activities. A broad spectrum of vocational fields opens up to those who have completed the degree, it reaches from activities in advertising agencies, market-research institutes and company consultancy up to management positions, in particular in the domain of marketing, product management, advertising, market research, and sales and distribution. The master’s degree course prepares the students for activities within state agencies and non-profit organizations, but also anywhere where marketing is becoming increasingly important. Students who complete the course receive the Degree of Master of Arts (M.A.)

AT A GLANCE Application Deadline 1 June Start 1 October Study places 48 Standard period 4 semesters (120 CP ECTS), part-time studies are possible Languages German and English Semester abroad Possible, recommended in the third semester Degree Master of Science (M.Sc.)

COSTS AND FUNDING » www.leuphana.de/en/study/master

ASPIRANTS The Master’s Degree Course is aimed in particular at graduates (Bachelor or equivalent) of Business Studies, Business Psychology and Tourism Management, as well as graduates at home and abroad, who hold degrees in comparable core subjects.

PREREQUISITES Applicants to the Master’s Degree Program at Leuphana Graduate School should hold, amongst others, a qualifying first degree with a minimum grade of 2.5. Acceptance of previous courses of study depends on the number of credit points according to ECTS (CP) awarded in a similar or cognate specialty. For the Master’s Degree in Management & Marketing, you need specialist knowledge in at least one subject (at least 60 CP) or two subjects (each at least 30 CP) from the following list. In each and every case it must contain one part Business Studies of at least 30 CP: — Business Administration, Economics, Tourism / Economic Geography, Psychology / Business Psychology

All the requirements for admission have to be met within the application deadline. Further information on admission requirements and the application please find on » www.leuphana.de/master-apply

PROGRAM STRUCTURE During the first and second semesters, students taking this Major acquire core competences in the fields of marketing of services, statistics applied to market research, cognition psychology, strategic marketing, as well as psychology of advertising and consumer behavior. Furthermore, personal in-depth study in individual subjects offered by the Major is possible in two elective modules. In an ambitious educational research project, the students in the second semester engage in practice-relevant problem-solving, which can be developed from within their discipline or by applying an interdisciplinary approach. The third semester offers the possibility to expand their expert knowledge and skills by taking further elective modules of the Major or another Major of the Master’s Degree Program. The following subject areas are offered within the framework of the Major in Management & Marketing: Customer Relationship Management, International Marketing, Behavioral Decision-Making, Brand Management in Marketing Mix, Usability, The Market for Tour Operators / Travel Agents and Business Strategy, as well as current research topics. The third semester is particularly well adapted for a period of study abroad. In addition to the professionalism, which must be acquired during the study of the major subject, all students on the Master’s Degree Program broaden their knowledge and skills during their studies by two over-arching subjects: On the one hand, they deepen their professional competences in the field of management knowledge by taking three modules of the Management Studies’ Program. On the other, they acquire fundamental knowledge also by taking three modules of the Complementary Studies, a broad-based fundamental academic course appealing to their capacity to appraise knowledge. Thanks to the special orientation of these lectures, the students acquire the skills in thinking and working processes across disciplinary boundaries, which give them the capacity to develop various and different solutions to problems posed by science and practice. The concluding semester is reserved for the completion of the Master’s Thesis and accompanying Master’s Forum.

PARTNER UNIVERSITIES ABROARD » www.leuphana.de/international-office