Study content

The degree programme allows students to choose a specialization from the second semester onwards:

• Focus on International Marketing
• Focus on Digital Marketing

You can expect a practice-oriented course of study with numerous projects, exercises, and case studies. Study bilingually in German and English. If you choose the International Marketing specialization, you can even study entirely in English. Furthermore, as an alternative to a traditional semester abroad, you have the option of pursuing a double degree with Edinburgh Napier University or the University of Montpellier.

In the new Master's programme, you will learn how companies and brands…

• Reach your target audiences best through tailored content and suitable channels
• Make optimal use of digital technologies and platforms
• successfully develop international markets
• Use marketing, market research and analysis tools in a goal-oriented manner and
• how cultural differences affect effective brand management, sales and communication.

Further information about the degree program can be found on the Department 's .

Study programme

The detailed study program can be found in the module handbook.

Target audience

Reasons for choosing the Master's programme

• Application-oriented teaching of digital marketing strategies and tools
• Study bilingually in German and English. If you choose International Marketing as your specialization, you can even study entirely in English.
• Flexible studies through choice of focus and digital learning elements
• High practical orientation through projects and case studies
• Opportunity to pursue a double degree with Napier University in Edinburgh (M.Sc.) or the Université de Montpellier (MBA)
• Study in a personal atmosphere in a real student town

Target group for the Master's programme

Marketing-enthusiastic students or young professionals with

• a first degree in business administration or a related course of study with a business administration component (at least 50 percent)
• Interest in digital transformation and different cultures
• Are you looking for a creative yet analytical course of study with a strong practical focus?
• Enjoyment of project and teamwork

Perspectives

Our graduates work successfully in digital and social media marketing, product and brand management, sales and business development – ​​in international companies across various industries as well as in marketing, advertising and media agencies. The combination of digital and international marketing opens up excellent career opportunities for you.

With a Master of Science in Digital and International Marketing, you can pursue a career in various roles and industries. Our graduates frequently work in:

• in digital marketing (e.g. as a digital marketing or social media manager)
• in brand management (e.g. as a brand manager)
• in sales and business development (e.g. as a key account manager)
• at internationally operating companies (e.g. Cosnova, Ferrero, Fresenius, Samsung)
• in e-commerce or for online and social media companies (e.g., mymuesli, TikTok, Westwing)
• in marketing, advertising and media agencies (e.g. SYZYGY) and
• for software and technology providers (e.g. SAP)

Student testimonials

Students and alumni share their experiences with their choice of studies and their experiences during and after their Master's degree in Marketing. The testimonials listed here are based on the previous "International Marketing" programme (until 2022).

Chiara (3rd semester, as of 2022):

I discovered my passion for the subject through the "Marketing" lecture during my bachelor's degree. Since I plan to work in an international context, studying in English was important to me, as was the opportunity to complete a semester abroad. I've also heard many positive things about Giessen as a place to study :)

The degree programme is diverse, offering modules ranging from "Quantitative Analysis Methods" and "Leadership and Intercultural Communication" to "Change and Innovation Management," thus providing excellent preparation for entering the international job market and its associated challenges. Working with students from a wide variety of backgrounds has given us insights into different cultures, customs, and traditions – both in our personal lives and in educational settings.

Benedikt (3rd semester, status 2022)

What I enjoyed most about my studies were the projects. My group conducted a complete eye-tracking study for one of Germany's largest DIY store chains. This gave us insights that you'd normally only get at a large agency. Another project focused on developing the entire social media presence of the city of Wetzlar. We created a complete campaign for several events in the summer of 2022, including social media posts, blogs, and event advertising.

 Erik (3rd semester, as of 2022)

My favorite modules were primarily those with an international focus, such as "International Marketing," "Leadership and Intercultural Communication," and "Cross-Cultural Consumer Behavior." Since cultural awareness is also crucial, I found it particularly fascinating to gain insights from a marketing perspective. I also really enjoyed the "Marketing Simulation Game." In this game, we had to adapt products to the needs of a virtual market and launch new products in new markets—fictionally, of course—in groups with our fellow students. The ambition of each group to win the game grew relatively quickly, which only made it more exciting.

Testimonials from international students

Elvari (3rd semester, status 2022): 

My name is Elvari and I come from Indonesia, but I finished my Bachelor's degree in Bremen. I chose this course because I am interested in marketing since an internship during my bachelor's studies, and THM Giessen offers a major focusing on marketing specifically in full English.

The lectures offered are very interesting, challenging but doable. I need to put effort, but it feels effortless. Therefore, I think MAIM is the best option I have ever taken, although I did not know THM and Giessen before.

Honestly, Giessen is a small city compared to Bremen and I felt like I had very limited options to do during an offline semester there. However, I got the motivation to stay during the semester from

the courses, professors, and fun projects I could have. Furthermore, I felt more confident and comfortable in classes during discussions or conversations than during my time in my bachelor's studies because there are more international students, and the German students are nicer and more open to non-German students.

I enjoyed the class with Mrs. Siebert in Leadership and Intercultural Communication because we had a lot of time to talk and discuss ourselves during an online class. Even though it was an online class, I had the chance to get to know my classmates via Zoom almost every week, so when it became present, I did not feel foreign to others. Furthermore, the class with Professor Wannow in Innovation Management was memorable for me, when we needed to create something innovative based on a person's problem in class, because we got to know someone's perspective and establish something that might be useful for that person or even myself.

In conclusion, I believe that MAIM is perfect for someone who wants to pursue a career in marketing and sales because the projects and the knowledge we can get from the lectures are worthwhile to prepare us for our future career.

Mohamad (graduated 2021):

I choose MAIM because of the English language and I learned a lot. I did my master thesis on the topic of marketing automation at a startup. This experience allowed me to get a job in the same field as a marketing automation manager at a B2B online marketing agency in Hamburg.

Study abroad semester

Eliana (graduated 2021):

My most memorable experience was definitely my semester abroad in Bologna. Although the Department of Business didn't have a direct Erasmus partner university in Italy, the International Office did everything they could to make my long-awaited semester abroad in Italy possible (many thanks to Ms. Siebert!). Since I hadn't had the opportunity to do a semester abroad during my bachelor's studies, I was all the more delighted that it could be arranged so easily at the Department of Business at THM . I spent a fantastic six months in my home country, met some great new people, and had an unforgettable time.

Alumni

Eliana (graduated 2021):

The friendly atmosphere made me feel very comfortable at the Department of Economics. The diverse modules in my Master's programme not only imparted theoretical knowledge but also provided deep insights into practical applications. My professors were always approachable and took students' feedback on the programme structure and content very seriously. Especially during the online semesters of the COVID-19 pandemic, the Department consistently strived to adapt the course organization to the students' needs as best as possible.

Orianne (graduating in 2022):

The M.Sc. in International Marketing offers a fantastic opportunity to study entirely in English with students from various countries. Most importantly, you not only learn the theory but also how to apply it in practice. One of my highlights was conducting an international survey for the company ARDEX and presenting the results of our analysis to them. I highly recommend this programme to students seeking an international environment and hands-on learning in the field of marketing.

Nataliia (graduated 2021):

After graduating from the MAIM Programme at the THM Business School in January 2021, I took a six-months internship at the Brand Strategy division of New Work SE. Combining these two experiences, I now work as a Research Consultant at Quantilope GmbH in Hamburg. The company offers an Insights Automation Platform, which allows customers to run online surveys using AI-based automated research methodologies in order to gain insights on their consumers, brands and markets.

MAIM Business School provided me with a solid background and an understanding of market research methods. This allowed me to quickly learn the complex methodologies used by Quantilope and offer the best research solutions to our clients. During my studies, I was particularly inspired by the open discussions about marketing and brand strategies, the solving of practical cases, as well as the simulation game, especially in Prof. Dr. Wannow's and Prof. Dr. Freidank's classes. These inputs and discussions greatly shaped my today's solution-oriented way of thinking and I enjoy looking back at my time at THM.

Application