International Marketing & Communication
Master of Arts (M.A.)
You want to understand international markets, manage communication strategically – and make marketing work across borders.
Key Information
Course Content
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
Programme Focus
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.
Career Perspectives
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.
Programme Structure
- 1st semester
- 2nd semester
- 3th semester
- 4th semester (optional)
- Documents
- Consumer Behavior
- International Sales Strategy
- Media and Communication Strategy
- Digital Marketing
- The Global Marketplace
- International Leadership
- International Marketing Strategy
- International Marketing Research
- Intercultural Communication
- Media Marketing
- Advanced Studies in Communication
- International Law in Marketing
- Internationalization Simulation
- Current Issues in Marketing
- Current Issues in Communication
- Research Methods
- Masterthesis
Applicants with degrees with 180 ECTS credits must achieve a further 30 ECTS credits within a fourth semester. The combination of subjects is put together on an individual basis according to the student’s previous knowledge.
Entry Requirements and Application
The Master programme International Marketing and Communication has direct enrolment, which means if you fulfil the general admission requirements you can enrol directly. All information on the direct enrolment at HHN can be found on the website ‘Application Process for Master Programmes’:
Contact
Frequently Asked Questions
International Marketing and Communication is the right master’s programme for graduates who want to deepen their expertise in marketing, communication, and sales in an international context. It is a very natural next step after Business Administration, Marketing and Media Management or Business Administration, Marketing Management and Consumer Psychology. At the same time, International Marketing and Communication is not limited to HHN graduates and is also open to suitable bachelor’s degrees from other universities.
International Marketing and Communication combines international marketing with communication, sales, leadership, and research. The curriculum includes modules such as Consumer Behavior, International Sales Strategy, Media and Communication Strategy, Digital Marketing, International Marketing Research, Intercultural Communication, and Research Methods.
Very international. The whole profile of the programme is built around marketing and communication in an international environment. This is supported by international content, intercultural communication, and the combination of marketing, sales, and management perspectives.
Yes. Business Administration, Marketing and Media Management and Business Administration, Marketing Management and Consumer Psychology are very strong progression routes into International Marketing and Communication. Both bachelor’s programmes carry 210 ECTS and build a business-based marketing profile. That makes them an excellent direct foundation for the master’s programme.
Yes. Admission is not limited to HHN graduates. Officially, International Marketing and Communication requires at least a bachelor’s degree or equivalent with at least 180 ECTS, a business-related or comparable degree with a predominantly business-focused share, and the additional admission requirements of the programme.
It means that the regular master’s programme is designed as a 3-semester full-time degree with a total of 90 ECTS. If you already enter with a suitable 210-ECTS bachelor’s degree, you can complete the programme in the regular three semesters without an additional compensation semester.
International Marketing and Communication is still possible in principle. In that case, you need to complete an additional 30 ECTS in a fourth study semester (pre-master). The combination of subjects is assembled individually based on your previous academic background.
International Marketing and Communication prepares students for specialist and leadership roles in internationally oriented companies. Typical fields include International Marketing, Communication, Sales, Business Development, Consumer Insights, and related interfaces between markets, communication, and management.
Not necessarily. In many ways, it is the opposite. Künzelsau offers a modern campus, short distances, and a much more personal learning environment than many larger locations. At the same time, the surrounding region is economically strong and internationally connected, which fits well with a master’s programme in International Marketing & Communication. If you want to study with focus, build contacts quickly, and stay close to companies, this is a real 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. Newly enrolled international students from non-EU/EEA countries usually have to pay tuition fees of 1,500 euros per semester in Baden-Württemberg. For funding, HHN points students to BAföG, scholarships, and other support options, while Studierendenwerk Heidelberg provides guidance on BAföG, scholarships, and student loans.
No. Campus Künzelsau offers a structured welcome week and orientation phase to help students settle in before classes begin. It is designed to help you get to know the campus, build contacts, and handle practical and organizational questions early on. For students who are new to Künzelsau, this is a real advantage at the start of the programme.
In general, yes. HHN links students to housing offers from the city of Künzelsau, including shared flats, apartments, and other accommodation close to campus. A new student residence is also being developed directly at the location. In addition, platforms such as WG-Gesucht are relevant for private housing searches. Students who start looking early usually have realistic chances of finding affordable accommodation in Künzelsau.
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.
