Business Administration, Marketing Management and Consumer Psychology
Bachelor of Arts (B.A.)
You want to understand why people make decisions – and use this knowledge strategically in marketing.
Key Information
Course Content
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
Programme Focus
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.
Career Perspectives
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
Programme Structure
- 1st and 2nd semester
- 3rd and 4th semester
- 5th semester: Practical semester
- 6th and 7th semester
- Documents
- Fundamentals and Methodology of Business Administration / Specializations in Business Administration
- Economics
- Accounting
- Business Mathematics and Statistics
- Law
- Business Information Systems
- Marketing
- Psychology
- Business Administration / Business Administration Methods
- Management
- Business Information Systems
- Marketing
- Psychology
- Methods of Market and Consumer Psychology
- Communication and Advertising
- Practical Study Semester and Internship Colloquium
- Management
- Marketing
- Psychology / Consumer Psychology
- Compulsory Elective Marketing, Media, Management and Psychology
- Bachelor Thesis and Bachelor's Colloquia
Entry Requirements and Application
The Bachelor programme Business Administration, Marketing Management and Consumer Psychology has restricted admission, which means you must apply for a place. All information on the application process for a place at HHN can be found on the website ‘Application Process for Bachelor Programmes’:
Contact
Frequently Asked Questions
- FAQ
- Suitable Master's Programme
Business Administration, Marketing Management and Consumer Psychology combines business administration and marketing with consumer psychology. Its focus is on consumer behaviour, market and advertising psychology, market research, eye tracking, lab work, and empirical methods. Business Administration, Marketing and Media Management, by contrast, is more management-, media- and execution-orientated.
Business Administration, Marketing Management and Consumer Psychology is a strong fit if you do not just want to manage marketing, but understand the human behaviour behind it. The programme is especially relevant if you are interested in decision-making, advertising, customer experience, research, data, and psychological perspectives on markets.
Business Administration, Marketing Management and Consumer Psychology is not a classic psychology degree. It is a business-oriented bachelor's programme with clear psychological and methodological specialization in marketing. You study business administration, marketing, and consumer psychology in combination, and that mix is exactly waht defines the profile.
The curriculum includes General Psychology, Social Psychology, Market and Advertising Psychology, Consumer Psychology, Market Research and Data Analysis, Test and Questionnaire Design, Eye Tracking, Lab Work, Brand and Customer Experience Management, and Digital Marketing.
Yes, that is one of the core strengths of the programme. Business Administration, Marketing Management and Consumer Psychology includes Market Research and Data Analysis, Test and Questionnaire Design, Eye Tracking, and lab formats. This means you learn not only to interpret behaviour, but also to examine it with solid methods.
Business Administration, Marketing Management and Consumer Psychology is highly practice-oriented. In addition to projects, case studies, excursions and the mandatory practical semester, students work with lab and research formats. The programme positioning explicitly highlights eye tracking, labs, experiments, and application-orientated research.
Business Administration, Marketing Management and Consumer Psychology is especially strong for roles at the intersection of marketing, psychology, and research. Typical fields include Market Research, Consumer Insights, Customer Experience, UX or User Research, Marketing Analytics, Advertising Effectiveness Research, and psychologically informed brand work.
Yes, Business Administration, Marketing Management and Consumer Psychology is also a very plausible pathway into International Marketing and Communication. It is a 7-semester bachelor's programme with 210 ECTS and a solid business foundation. International Marketing and Communication requires at least a bachelor's with at least 180 ECTS and a predominantly business-related background. This makes Business Administration, Marketing Management and Consumer Psychology a strong direct fit, while International Marketing and Communication is also formally open to suitable graduates from other universities.
Künzelsau is deliberately not an anonymous mass-study location. The campus is modern, distances are short, and exchange with lecturers and fellow students is more personal. At the same time, the town is embedded in a strong business region with many world market leaders, which matters for practical projects, industry insights, and later career opportunities. For a programme like Business Administration, Marketing Management and Consumer Psychology, which benefits from close interaction, methods training, and hands-on work, this is a clear advantage.
For students from Germany and EU/EEA countries, there are generally no regular tuition fees at HHN. What you do pay is the semester contribution. For funding options, HHN points students to BAföG, scholarships and other ways to finance their studies, while Studierendenwerk Heidelberg offers guidance on BAföG, scholarships, and student loans. Scholarships such as the Deutschlandstipendium may also be an option, depending on academic performance and commitment.
No. Before the semester begins, Campus Künzelsau offers the O-phase, an orientation programme that helps you get to know the campus, infrastructure, and fellow students. It also helps clarify practical questions and refresh mathematical foundations before classes start. For a demanding programme like Business Administration, Marketing Management and Consumer Psychology, this gives you a much stronger start.
In many cases, yes. HHN points student to city-supported housing offers in Künzelsau, including shared flats, furnished apartments, and other accommodations close to campus. A new student residence is also being developed at the campus. In addition, platforms such as WG-Gesucht are relevant for private housing searches. Students who start early often find affordable housing here more easily than in larger university cities.
And what comes after your bachelor’s degree?
You can continue your studies with the following master’s programme right after you graduate:
International Marketing and Communication
Studying at HHN
- Study in Künzelsau? More about our campus
- Financing your studies
- Guide for International Students
Find out more about the Faculty of Engineering and Business and about student life on the campus and in Künzelsau.
Most students in Baden-Württemberg finance their studies through financial support from their parents and through their own work. In addition, a significant proportion of students receive support under the provisions of the Federal Training Assistance Act (BAföG). Scholarships are another form of financial support.
These guidelines give you an overview of the most important steps that can be taken during the application phase to ensure that both the move to Germany and the start of your studies are as successful as possible.
