Master of Science

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The focus on service functions/institutions and on globalization is representative for the societal and corporate development. This tendency paired with a methodical, empirical and scientific education form the base for the modules of the Chair for Marketing and Retailing in the studies of the Master of Science in Business Administration at Trier University. The Master program was developed enabling graduates with a Bachelor degree to add abilities and knowledge that are necessary for advanced managerial positions in corporations as well as for possible PhD candidate positions.

Modules of the chair

In addition to the research project (second/third semester) and the master thesis (fourth semester) the Chair offers the specification "Omnichannel-Commerce, Branding, and International Marketing-Management" for a successful master study. The spezialization includes two modules which are offered in two semesters with varying contents:

All courses offered by the Chair are characterized by two issues: You receive a manual with charts and readings (own textbooks and research papers published in international journals). You will learn how to prepare and hold presentations, receive detailed feedback and additional points for the exam. Furthermore, case studies and usually guest speakers are integrated into the lectures/exercise courses.

The topics of the research projects and Master theses will be centrally announced for all business administration specializations before the corresponding semester starts.

Brief characterization and classification of the specializations "Omnichannel Commerce, Branding, and International Marketing Management":

The business administration specialization "Omnichannel Commerce, Branding, and International Marketing-Management" is a specialization option in the field of marketing. This specialization focuses on omnichannel commerce and branding (i.e., the combination of online and offline channels and touchpoints to address customers, as well as the development of strong brands from the customer's perspective) on the one hand and strategic decisions of internationally active companies on the other hand. Both are carried out with a particular, albeit not exclusive, focus on business-to-consumer markets, i.e., the specific marketing of consumer goods in which consumers with their specific online and offline behavior, online and/or offline retailer, and brand manufacturers are important.

First, it deals with competitive and overall corporate strategies in the consumer goods sector, especially of omnichannel commerce firms and brand manufacturers, including their interdependencies in distribution channels. Second, strategies for the selection, entry, and development of international markets and the coordination of cross-border activities of international firms are discussed. The two modules "Omnichannel Commerce and International Branding" and "International Marketing-Management" comprise different practical and scientific approaches (e.g., management-oriented, behavioral-oriented) as well as mainly quantitative primary research methods, in line with the current international state-of-the-art in research and business practice.

Each course is based on textbooks by the module lecturer – including numerous practical examples and case studies – and on research papers by the module instructor and other authors in leading international journals. Understanding the case and research studies, based on a self-study of the literature – parallel to the course dates – is a constitutive feature of the specialization, as is the improvement of presentation skills through own presentations by students.