Business Administration / Consumer Psychology and Market Research
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 / Consumer Psychology and Market Research inGermany. 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
Prerequisites
The entry requirement is a higher education entrance qualification. Good English language skills are essential. Non-native speakers must prove sufficient knowledge of German.
Contact
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
Program
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.
Benefits
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.
Our Consumer Psychology and Market Research 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 Consumer Psychology and Market Research 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 their distinguished and sound competencies in General 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 based on profound data research skills and by applying quantitative methods.
1.5 Students have profound expert knowledge in their field of specialization.
Goal at degree program level
Students are able to use information technology successfully. Digital Skills
Learning Objective/Outcome
2.1 Students know and understand relevant IT software tools used in business and their features and have a solid understanding of digital technologies.
2.2 Students are able to effectively use and apply information systems to develop solutions in business settings.
2.3 Students are able to effectively use digital technologies to interact, to collaborate and to communicate.
2.4 Students handle the professional use of digital technologies in a responsible manner.
Goal at degree program level
Students demonstrate profound analytical and critical thinking skills. Critical Thinking and Analytical Competence
Learning Objective/Outcome
3.1 Students are able to implement adequate methods in a competent manner and to apply them to complex problems.
3.2 Students are able to critically reflect and interpret findings and to develop comprehensive solutions for complex problems.
Goal at degree program level
Students recognize issues and conflicts in the areas of ethics, sustainable development and social responsibility which can arise from economic and business activities and account for them accordingly. Ethical awareness
Learning Objective/Outcome
4 Students are able to develop sound strategies in the area of ethics, sustainable development and social responsibility and are able to apply them to typical economic 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 and Collaboration Skills
Learning Objective/Outcome
5.1 Students are able to express complex issues effectively in writing.
5.2 Students demonstrate their oral communication skills in presentations.
5.3 Students show that they are able to work succesfully in a team by performing practical tasks.
Goal at degree program level
Students are well-prepared to act successfully in a global business environment. Internationalization
Goal at degree program level
6.1 Students are able to understand and explain busienss challenges in an international context.
6.2 Students demonstrate that they can articulate themselves in a professional manner in international business.
6.3 Students successfully demonstrate awareness of cross-cultural differences.
