Bachelor study programme Marketing (full-time/part-time) with field specializations (Communication and Media, Marketing and Advertising Strategies, Social Media, Personnel Marketing).

Introduction to Studies/Seminar Paper Workshop
Study and Presentation Skills
Computer Skills
Bachelor Seminar
Business Management Systems
Data Analysis in Economics
Economic Thinking and Society
Politology and International Relations
Managerial Economics
History of Modern Business
Ethics and Social Responsibility
Business Economics I
Communication and Communication Skills
Organisational Culture
Consumer Behaviour
Management II
Human Resources Management
Legal Environment and Society
Innovations and Entrepreneurship
Sociology of Management
Marketing Research


The specialization block consists of 5 compulsory elective subjects corresponding to the field specialization. Students choose 1 specialization block during their study.

  • Media and Advertising Environment
  • Mass and Media Communication
  • Marketing Communication
  • Negotiation and Conflict Solving
  • Sociology
  • Mass and Media Communication
  • New Media
  • Marketing of Web Innovations
  • Web Product Placement
  • Google Analytics
  • Advertising and Marketing Communication
  • Strategic Marketing
  • Advertising Strategy
  • Project Management
  • Marketing II
  • Human Resources Management II
  • Public Relations
  • Human Resources Marketing
  • Human Resources Development
  • Negotiation and Conflict Solving

Optional subjects

Selected specialization blocks contain individually optional subjects which may be attended according to a student's study preferences.

  • Crisis Management
  • Change Management
  • Reputation Management
  • Systemic Management in Managerial Practice
  • Practical Company Management
  • Leadership
  • Motivation within the Working Negotiations
  • Psychology in Human Resource Management
  • Data-Based Marketing
  • Public Relations, Communication and Media
  • Retention and Acquisition in the Sales Channel
  • Prognostic Methods
Fundamentals of Digital Marketing
  • Fundamentals of Copywriting
  • Market Environment
  • Presentation Skills