Betriebswirtschaft / Marktforschung und Konsumentenpsychologie

What is Market Research?

“What does the mobility of the future look like ..?”

“Why do women own more shoes than men ..?”

“Pricing Products: Sell for 0,99€ or 1,15€ ..?”

“How does McDonald’s advertising affect consumers’ behavior ..?”

“What is the online grocery shopping trend and how will it develop ..?”

“Why is NIVEA that successful ..?”

Empirical researchers approach topics around the psychology of humans, markets and media. As a market researcher you find answers to intriguing questions by consulting various sources of information, analyzing the received data and displaying the insights in an easily-comprehensive way. 


A growing market

Within the last 30 years the number of people working at German market research institutes quintupled. They give advice on which products and services should be developed and which of the marketing and advertising strategies are most promising.

Pforzheim is the only University that offers a specialized study program for Business Administration/Market Research and Consumer Psychology in Germany. It gives you the chance to prepare yourself for an interesting job as a consultant within an area that provides very good career opportunities.

At a glance

Duration of study
7 semesters (210 credits)

5th semester (100 days) 

Degree Classification
Bachelor of Science
(Business Administration)

Once a year (winter semester)

Program language
German (at least 18 credits in English)

The entry requirement is a higher education entrance qualification. Good English language skills are essential. Non-native speakers must prove sufficient knowledge of German

If you have further questions regarding our study program or the application procedure, please do not hesitate to contact us: mafo(at)hs-pforzheim(dot)de, Tel.: 0049 7231 28-6075


Strategic marketing requires the psychological understanding of the consumers.  Products, services or advertising campaigns can only be successful if they meet the consumers’ needs.  Our study program is unique in Germany and its success can be attributed to its methodical and practical approach.

What you can expect from us

You will obtain a sound academic education with basic studies in business administration at a university with an exceptional reputation. The further focus of this specific program is on subjects as Basics of Market Research, Marketing and Consumer Psychology, Online-Surveys, Market-Media-Studies, Methods in Qualitative and Quantitative Market Research/Computer-aided Management-Methods.

In addition, practice-oriented consolidation in the field of market and communication research is gained through the obligatory internship at a market research institute or at the market research business unit of a company. Furthermore, field trips every summer and visits to the world’s biggest market research fair (Research & Results) can be joined.


Through our numerous accredited partner universities, you have the opportunity to study abroad to improve your skills of a foreign language. Also lectures in English are offered.

Our professors have excellent connections to reputable companies and are keen to support their students wherever possible.

Further qualifications can be gained through our Master study program. 

If you are curious and communicative, enjoy approaching questions and problems analytically and critically and wish to communicate your solutions convincingly, then the study program market and communication research is the right course for you.

Our Market Research and Consumer Psychology tutors maintain close contacts within the industry.  This study program is not offered at any other University of Applied Sciences.

Our graduates enjoy an excellent reputation in the industry and therefore have very good employment opportunities and start their professional careers as assistants, project leaders or junior consultants in market research institutes or in research departments of brand manufacturers, agencies, publishers or broadcasting companies. 

 “Become a Market Researcher in Pforzheim” (FAZ article)

… “Become a market researcher in Pforzheim”, says Christa Wehner and laughs. She is the head of the Market Research and Consumer Psychology study program at Pforzheim University.  Two thirds of the program comprise of business administration studies. The other third of the program consists of specialist market research modules.

The study program is practice-oriented and the students work with up-to-date data records: “Data, which is a year old, is acceptable for simulations and practice”. Furthermore, there is an internship towards the end of the study program: “Thus our students are immediately able to enter the business world” …

Program goals describe the competencies, which every student should have obtained at the end of their studies at Pforzheim Business School. Each one of these goals is outlined by learning outcomes, through which the competency goals are operationalized and become tangible.

You can find the program goals and learning outcomes of the various study programs in the navigation bar. 

Goal at degree program level

Students have broad knowledge of theories and their practical application in order to understand business functions and processes.

Expert knowledge

Learning Objective/Outcome

1.1 Students demonstrate that they have basic knowledge in Business Administration.

1.2 Students demonstrate their distinguished and sound competencies in Economics.

1.3 Students have command of legal methodology for case solutions on basis of claims.

1.4 Students are able to solve business problems by applying quantitative methods.

Goal at degree program level

Students are able to use information technology successfully.

Use of information technology

Learning Objective/Outcome

2.1 Students demonstrate proficiency in using computer programs to solve business problems.

2.2 Students are able to use information systems effectively in real world business settings.

Goal at degree program level

Students are able to examine problems critically and solve practical problems with analytical competence. 

Critical thinking and analytical competence

Learning Objective/Outcome

3. Students are able to apply analytical and critical thinking skills to complex problems.

Goal at degree program level

Students recognize ethical issues and conflicts, which can arise from their business activities and account for them accordingly.

Ethical awareness

Learning Objective/Outcome

4. Students are able to develop business ethics strategies and apply them to typical business decision-making problems.

Goal at degree program level

Students are able to express ideas and arguments clearly and convincingly in oral and written communication.

Communication skills

Learning Objective/Outcome

5.1 Students are able to express complex problems effectively in writing.

5.2 Students demonstrate their oral communication skills in presentations.

Goal at degree program level

Students are able to work effectively in teams.

Capacity for teamwork

Learning Objective/Outcome

6. Students show that they are able to work successfully in a team by performing practical tasks.

Goal at degree program level

Students have a sound background in their major field of study.

Expert knowledge in the major field of study

Learning Objective/Outcome

7.1 Expert knowledge.

7.2 Secure and competent application of methods and instruments.

7.3 Interpretation and critical reflection as well as development of alternatives.