Betriebswirtschaft / Marketing

During the last 15 years globalization, innovation pressure as well as new information and communication technologies have changed our working world more than ever before. Due to the emerging challenges a lot of companies need to position themselves entirely new. In these changing times Marketing plays a key role. It includes the analytical and creative instruments that are needed to understand how a company is currently positioned, in which direction it will evolve and how it can, strategically and operationally, manage a promising process of reorientation. The programs at our university are consistently based on those current challenges. However Marketing is not only a specialization within the broadly based business studies, but rather the central theme of our academic education.

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: marketing(at)hs-pforzheim(dot)de, Tel.: 0049 7231 28-6075


If you are interested in how new products and markets are created, starting from analyzing customer needs, through to production, sales and communication, then you can learn about the central role of marketing in all of this.

Within this business study program you will learn how to create marketing concepts by setting targets, implementing strategies and using various instruments.

This course also teaches you how to find the right products, create the right price and distribution and communication policies within the market. This can be accomplished through systematic market research. As well as learning about theoretical aspects students will take part in projects in cooperation with renowned companies. After successful completion of this Bachelor study program, graduates have the opportunity to take part in a Master study course.


  • excellent academic education 
  • extensive, practice-oriented consolidation in the field of marketing 
  • good reputation of the University 
  • excellent employment opportunities 
  • professors with good connections to reputable companies 
  • an internationally recognized Bachelor degree 
  • opportunity to study abroad at a reputable partner University 
  • acquisition of language skills through English language lectures 
  • opportunity to gain further qualifications through our Master study program

Everyone who is interested in marketing and in completing an extensive study program within this field.

The degree program consists of general studies and course specific modules. Students will spend approximately 70% of their degree on these general courses. The rest of the time will be taken up with course specific modules.


  • General Business Administration
  • Company Taxation
  • Business Information Systems
  • Mathematics, Statistics and Operations Research
  • Economics
  • Law
  • Intercultural Competence
  • Ethics and Corporate and Social Responsibility


  • Marketing management (marketing planning, organization and control)
  • Marketing instruments (product, price, distribution and communications policy)
  • Market research, sales forecasts and planning methods
  • Consumer psychology
  • Modern communications technology in marketing
  • International marketing
  • Negotiation and presentation techniques
  • Case studies based on practice
  • Project work with companies

Our marketing graduates hold different positions in business life. These include junior managers in the marketing sector with the opportunity to later become a product, marketing or sales manager. In addition they could work in the marketing or distribution department of a company, work in a consultancy firm or for an independent marketing consultancy.

In general there is the opportunity to gain employment within the field of sales, for example in product management and in distribution for an industrial or service company. Moreover graduates could work for consultancy companies, publishers, agencies, institutes or as self-employed advisors.

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.