International Marketing & Communication

International markets are complex.
Successful marketing therefore requires more than strong campaigns. In the International Marketing and Communication programme, you deepen your expertise in marketing, sales, media, and communication in an international context. The programme combines strategic thinking with consumer behaviour, market research, global market and legal frameworks, and leadership – academically grounded, practice-oriented, and internationally focused.

International Marketing, Sales & Communication

• Consumer Behaviour, International Marketing Strategy and International Marketing Research
• International Sales Strategy and Intercultural Communication

• Media and Communication Strategy, Digital Marketing, Media Marketing and Current Issues in Communication

  
  

Practice & International Perspective

• English-taught courses in key parts of the programme
• Case studies, presentations, group work, workshops, and practice-oriented projects
• International projects and Case Competitions
• Work in international or global virtual teams as well as an internationalization simulation
• Research Methods and the Master’s thesis for the rigorous analysis of international marketing and communication challenges

The International Marketing and Communication programme focuses on the strategic management of international markets. Its focus areas are designed for students who want to think globally about marketing, sales, and communication and prepare for demanding specialist or leadership roles.

• International Marketing & Consumer Behaviour
  Analysis of consumer behaviour, international target groups, and marketing strategies for different countries and cultures
• International Sales & Business Development
  Development and evaluation of international sales, market entry, and market development strategies
• Intercultural Communication
  Analysis of cultural differences and the design of effective communication in intercultural teams, conflicts, and negotiations
• Media, Communication & Digital Marketing
  Development of international communication strategies, work with digital solutions, and the transfer of communication theory to current practical challenges
• Global Business & International Leadership
  Examination of global market conditions, internationalization, leadership, and strategic decision-making in an international environment
• Research Methods & International Market Research
  Planning, conducting, and evaluating research using qualitative and quantitative methods

  
  

Many courses work with case studies, team assignments, presentations, and practice-oriented problem solving. This means you do not just learn models – you apply them directly to international marketing and communication challenges.

You do not just study international marketing – you learn how to manage global markets strategically.
Graduates of the International Marketing and Communication programme are especially well suited for roles where marketing, sales, media, and communication come together internationally. The programme explicitly aims to prepare students for leadership roles in marketing, including sales, in internationally active companies and media companies.

Typical career paths include:

• International Marketing Manager
  Development and management of international marketing strategies
• International Sales Manager / Business Development Manager
  Development and expansion of international markets and sales channels
• Brand Manager / Global Brand Manager
  Management and development of brands in an international environment
• Communication Manager / Corporate Communication Manager
  Strategic communication in international business contexts
• Digital Marketing Manager
  Development of digital marketing and communication solutions for international markets
• Market Research / Consumer Insights Manager
  Analysis of markets, target groups, and consumer behaviour as a basis for strategic decisions

  
  

The programme also provides strong preparation for demanding interface roles between marketing, sales, communication, and management – nationally and internationally.