Business Administration: Consumer Marketing track

In the Consumer Marketing track of the Master's Business Administration, you gain an in-depth understanding of consumer characteristics, behaviours and motivations as inputs for effective marketing strateg
Marketing is responsible for strategically guiding businesses towards the creation and capture of superior customer value. Sound marketing thus requires a detailed understanding of consumers and the broader context of their lives: who are they, what do they do, and (perhaps most importantly) what drives their behaviour and decisions?

Studying Consumer Marketing helps you explore how consumer understanding can be translated into marketing strategies that truly create customer value. In that sense, our approach to marketing focuses more strongly on strategy and analysis rather than execution and implementation as such.