Betriebswirtschaft / Marketingkommunikation und Werbung

You are curious, open-minded and communicative? You are interested in advertising, communication, brands and media? You enjoy thinking conceptually and creatively? Then the study program Marketing Communication and Advertising is the right choice for you. As an expert for marketing communication you develop integrated marketing and communication concepts, build strong brands and manage them successfully by using all marketing communication instruments in an integrated way. Embedded in a profound economic education we teach you the needed marketing and communication skills as well as skills in closely related fields such as advertising psychology, market research or competition law. The integration of new and innovative marketing and communication concepts like social media marketing, content marketing, strategic planning or storytelling gives practical insights into the realization possibilities of modern concepts and ideas in advertising.

At a glance

Duration of study
7 semesters (210 credits)

5th semester (100 days) 

Degree Classification
Bachelor of Science
(Business Administration)

Twice a year 

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


In a world in which products and services are becoming more and more alike, the client is more and more frequently influenced by marketing. Our students learn how to apply traditional and newer communications instruments and how to plan, coordinate and examine them in this broad-based study program. This program is unique in its structure and is renowned for its methodic and practice-oriented education.

As it has become more and more important to offer internationally recognized courses Pforzheim University introduced the degree of Bachelor of Science Business Administration and Advertising in winter semester 2006/07. Our attractive range of Master study programs gives ambitious graduates the opportunity to gain further qualifications.

You will find all the important information about the advertising study program below. Learn about the aims and objectives, course contents and career opportunities. You will be able to find out more by coming along in person to the University open day.

If you decide to apply for our advertising study program, you will find information about applications and admissions here.


We are looking for young people, who are interested in communication and marketing. You are curious, unreserved, communicative and a team player. Furthermore, you enjoy thinking conceptually and creatively.

Why choose Advertising?

Degree classification: Bachelor of Science Business Administration

Duration of study: 7 semesters (including one internship, normally taken in the 5th semester)

  • sound academic foundation
  • extensive practice-oriented consolidation in the field of advertising/communication
  • excellent reputation of the university
  • excellent job opportunities for our graduates
  • professors with good connections to reputable companies
  • internationally-recognized degree
  • opportunity to study abroad at an internationally-recognized partner university
  • acquisition of foreign language skills through English language lectures
  • opportunity to gain further qualifications through our Master study programs

Everyone who is interested in advertising and is looking for a broad-based academic education.

The degree program consists of general studies and course specific modules. After completing the business basics, students consolidate their studies through learning about how to develop marketing and communication concepts. This also includes integrated planning, the deployment and control of traditional and new instruments of communications policy as well as other marketing instruments (product, price, distribution policy). Besides a very specialized training, students will also be introduced to subjects such as market research, competition law, production and design of advertising media and learn more about creative partner disciplines such as text design, photographic design, desktop publishing and film/radio/TV.

Course specific modules:

  • instruments of communications policy, for example classical advertising, direct advertising, sales promotion, public relations, sponsoring and event marketing
  • new media, especially online media and e-commerce
  • marketing management and political marketing instruments
  • advertising psychology
  • market research
  • competition law
  • basics in design and production of advertising media (print, radio and film)
  • advertising texts, advertising photography or desktop publishing
  • projects with clients from the industry
  • internship in renowned agencies and companies

It is essential to provide our advertising students with a strong practice-orientation to their studies. They are given a wide variety of practical opportunities. We employ managing directors from renowned advertising agencies to give lectures on practice relevant issues and current topics. As well as gaining more academic knowledge imparted through lectures, our students are encouraged to extend their knowledge through the many practice oriented tasks. These are carried out through real projects for business companies, case studies, excursions to advertising companies and agencies as well as the invitation of renowned practitioners as consultants for an interchange of ideas. Furthermore internships are an integral part of the course and give our students a direct insight into their future careers.

Work experience can also be gained by taking part in our student advertising agency: werbeliebe e.V. (

Our students also have the opportunity to spend a semester abroad at one of our many partner universities in order to broaden their horizons.

We provide our students with technical facilities like computer, photo and video studios as well as many PC/MAC computers and a media test laboratory. These facilities are used to gain more knowledge and also to work on practical applications.

The first half of the study program of general studies will cover the following modules:

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

Career entry

Most of our graduates start their professional career either as consultants or strategic planners in an advertising agency or as brand or product managers in the industrial sector or in the service industry.  After the successful completion of their studies, our graduates may also find attractive positions in the media or start their own agency. 

Development of the job market

For the fourth year running the Central Association for German Advertising (ZAW) is expecting a growth in the industry and a double figure increase in job opportunities.  Furthermore, the excellent reputation of our study program and good connections with the advertising and brand industry make it easier for our students to start their career successfully and get into leading positions.
According to a survey carried out by the GWA (Association of Communications Agencies), agency and human resources managers consider Pforzheim University one of the best institutions to prepare students for careers in the communications industry.

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.