Business Administration, Marketing Management and Consumer Psychology

Purchase decisions are rarely purely rational.
In the Business Administration, Marketing Management and Consumer Psychology programme, you combine business fundamentals with psychological insights to systematically analyze consumer behavior. The programme integrates business administration, psychology, and empirical market research – scientifically grounded, data-driven, and application-oriented.

Psychology & Market Research

• Consumer, social and general psychology in marketing contexts
• Advertising and market psychology: perception, motivation and behaviour
• Empirical market research: surveys, experiments and data analysis
• Use of research methods and laboratory tools (e.g. eye tracking)

  
  

Practice & International Perspective

• Integrated practical semester and Bachelor’s thesis with research focus
• Practical research projects in marketing and consumer analysis
• Courses taught in English and international case studies
• Opportunity for a semester abroad or international internship

The Business Administration, Marketing Management and Consumer Psychology programme focuses on understanding, analysing and explaining consumer behaviour. The programme is aimed at students who want to design marketing on a scientific and psychological basis.

• Consumer Psychology
  Analysis of perception, motivation, attitudes and decision-making behaviour
• Market and Advertising Psychology
  Psychological impact of advertising, brands and communication
• Empirical Market Research
  Planning, conducting and evaluating studies, experiments and surveys
• Methods of Market and Consumer Research
  Test and questionnaire design, data analysis, eye tracking
• Customer Experience from a Psychological Perspective
  Analysis of customer experiences along the customer journey
• Practical Projects & Specializations
  Application of psychological methods in research and analysis projectswith practical relevance

  
  

Courses are mainly held in small groups, allowing for intensive supervision, especially for research projects, seminar papers and the Bachelor's theses.

You don't just study marketing – you understand consumers.
Graduates of the Business Administration, Marketing Management and Consumer Psychology programme are highly sought after in market research, consumer insights, and data-driven marketing roles.

Typical career paths include:

• Market Research Analyst
  Market research & analysis of consumer behaviour, data, studies
• Consumer Insights Manager
  Strategic derivation of customer and market decisions based on research findings
• Customer Experience Analyst
  Analysis and optimisation of customer experiences along the customer journey
• UX Researcher / User Researcher
  User and decision-making research in digital products, apps and platforms
• Marketing Analyst
  Psychologically informed analysis of campaigns, brand performance and marketing activities
• Behavioural Insights Analyst
  Application of consumer psychology insights to explain and influence decision-making