Betriebswirt/Betriebswirtin (Hochschule) für Marketing

Key media sources for this profession include ADZINE - Magazine for Online-Marketing and Technology, BFuP - Business Research and Practice, Industry Trends in Dialogue Marketing, e-commerce magazine, Sales4you, HORIZONT - Platform for Marketing, Advertising and Media, iBusiness Executive Summary, Marketing Careers with a Future, Marketing-studieren.de - The Guide to Your Studies, Marketing ZFP - Journal of Research and Management, SBUR Schmalenbach Journal of Business Research, W&V - Werben & Verkaufen (Advertising & Sales), and wiwi-online - The Companion Guide for Study & Career.

Prominent trends in marketing include marketing in the Metaverse and brand and value-oriented marketing using AI tools. With digitalization, the Metaverse offers increasing opportunities for marketing, enabling personal contact in virtual spaces and fostering closer relationships between companies and customers. Brand and value-oriented marketing focuses on a company's brand identity, aiming to bind customers and stimulate purchases by fostering identification with the company's values. Professionals utilize tools such as branded podcasts for this purpose.

To succeed in this field, an interest in commercial-organizational and administrative-organizational activities is important. Examples of commercial-organizational activities include developing marketing concepts and campaigns, analyzing sales developments during an advertising campaign, and negotiating with agency representatives. Administrative-organizational activities involve coordinating concepts with other departments and collecting and preparing information, data, and other basic materials about products to be marketed.

Business economists specializing in marketing primarily work in offices and meeting rooms. Additionally, they may also work from home or remotely, as needed.

Core competencies acquired or deepened during studies in this field include business administration, controlling, customer data platforms (CDP), success monitoring (marketing, advertising), financial management, international marketing, calculation, conceptualization (advertising, marketing, PR), cost and performance accounting, customer analysis, marketing, marketing management, market research, media planning, human resources, pricing, advertising communication, and advertising. Further competencies that may be significant for this profession include affiliate marketing, offer management, image and video generators, channel management, content marketing, data-driven marketing, demand management, digital marketing, direct sales, direct marketing, e-commerce, e-business, green marketing, communication concept (creation, development, etc.), communication strategy (development, design, etc.), customer consulting, customer support, machine translation, media management, media psychology, mobile marketing, public relations, performance marketing, and product management.

The ongoing digitalization of the working world can change job profiles and requirements. For business economists in marketing, opportunities may arise to engage with the following technologies, procedures, or systems: Affective Computing (e.g., AI applications that recognize and use human emotions to improve marketing strategies), image and video generators (e.g., planning the use of generators in the conception of advertising graphics or clips), chatbots (e.g., planning the use of learning chatbots in online retail), consent management platforms (e.g., planning the use of consent management platforms for legally compliant processing of customer and user data), Content as a Service - CaaS (e.g., supplying customer channels with optimized advertising content), Content Automation (e.g., planning the use of AI-supported applications for creating search engine optimized product descriptions in online shops), Customer Data Platforms.

Marketing business administrators (Hochschule) independently plan, organize, and control business processes. If they lead a team, they need communicative skills and social competence to motivate employees and coordinate their collaboration. Analytical and organizational skills are important when, for example, developing marketing and sales concepts or activities, or implementing advertising measures. Foreign language skills and intercultural competencies are needed, for instance, when collaborating with customers and business partners from other countries. To achieve good negotiation results, it is necessary to professionally apply negotiation skills in customer discussions. They primarily work in an office at a desk but also operate in meeting rooms. In field service, they visit customers and business partners both domestically and abroad.

Marketing business administrators (Hochschule) can become self-employed, for example, by starting their own marketing or PR company, or as a management consultant.

Example collective bargaining gross basic remuneration (monthly): €5,261 to €6,378. Source: Collective Bargaining Collection of the Bavarian State Ministry for Family, Labor and Social Affairs. Note: This information is for orientation purposes only. No claims can be derived from it.

Advertising, Public Relations; Media; Chemistry, Pharmacy, Plastics; Electrical Engineering, Electronics; Energy, Supply and Disposal; Vehicle Manufacturing, Maintenance; Financial Services, Real Estate; Health, Social Services; Trade; Hotel, Restaurants, Tourism; Art, Culture, Sports, Leisure; IT, Software, Telecommunications; Management, Consulting, Law, Taxes; Metal, Mechanical Engineering, Precision Mechanics, Optics; Transport, Traffic; Associations, Organizations, Interest Groups.

Those who wish to work in this profession typically need a completed undergraduate degree (grundständig Studium) in marketing, sales. Leadership positions or specialized tasks usually require a master's degree (Masterstudium). Activities in science and research often require a doctorate (Promotion) or habilitation (Habilitation).

Marketing, Sales (undergraduate); Marketing, Sales (postgraduate)

Business economists specializing in marketing can find employment with marketing service providers, in companies across almost all economic sectors, and with associations, organizations, and interest groups.

Business Economist (University of Applied Sciences) - Marketing. Also common job title/synonym: Marketing Manager. Job title in French: Responsable (m/f) - marketing.

Some characteristics of work and social behavior are relevant for all professions and are therefore not mentioned separately. These include reliability, punctuality, honesty, critical thinking, and appropriate manners. Additionally, the following profession-specific characteristics are required to practice this academic profession: willingness to perform and commit (e.g., recognizing work bottlenecks in the timely creation of a marketing campaign and willingly taking on additional tasks to overcome the bottleneck), perseverance/determination (e.g., planning long-term marketing strategies; adhering to implementation despite temporary setbacks or short-term changed priorities), diligence (e.g., carefully collecting and analyzing the competitive situation and buyer behavior), sense of responsibility and willingness to take responsibility (e.g., taking responsibility for the timely and professional execution of all tasks).

Business economists specializing in marketing plan, organize, and monitor the marketing activities of companies, organizations, and public administration institutions.

AgenturJobs, HORIZONTJobs, Kress Jobs, Marketing-Boerse.de, marketing-jobs.de, Marketing-Stellenmarkt.de, OMJ - Online-Marketing-Jobs.de, onlinemarketing.de, PR-Journal, salesjob, vertriebsjobs.de, W&V - Werben & Verkaufen Stellenmarkt.

Bundesverband Deutscher Volks- und Betriebswirte e.V. (bdvb), Bundesverband E-Commerce und Versandhandel e.V. (bevh), Bundesverband Network Marketing e.V. (BVNM), Bundesvereinigung City- und Stadtmarketing Deutschland e.V. (BCSD), Deutsche Public Relations Gesellschaft e.V. (DPRG), Deutscher Marketing-Verband e.V. (DMV), ver.di - Vereinte Dienstleistungsgewerkschaft.

Marketing Business Administrators (university graduates) take responsibility for people (e.g., guiding, motivating, and leading employees) and for material assets (e.g., coordinating business processes). They engage in customer contact (e.g., developing marketing concepts and campaigns based on customer wishes). They perform screen work (e.g., conducting analysis, conceptualization, and planning tasks). They work in office environments (e.g., presenting campaigns or strategies).

Professional deployment opportunities for Marketing Business Administrators (university graduates) are structured according to fields of activity. They can work in corporate training and further education, as sales trainers, lecturers at universities, lecturers at universities and academies, or as study program coordinators. In management and corporate leadership, they can serve as project managers, department heads, commercial operations managers, business development managers, group/team leaders, internal sales managers, chief product officers, or branch managers. In marketing and advertising, they can work as affiliate managers, brand managers, category managers, content creators, content marketing managers, CRM managers, email marketing managers, employer branding managers, fundraisers, account managers, marketing managers, or media planners.

Marketing Business Administrators (university graduates) require documents such as marketing and sales concepts, profitability analyses, business key figures, process and organizational plans, contracts, statistics, and legal regulations. They also use advertising materials and media presentation forms, including commercials, posters, brochures, newsletters, social media, websites, and blogs. Their office equipment includes PCs, internet access, and telephones.

Marketing Business Administrators (university graduates) support economic decision-making processes. They advise companies on marketing issues by creating analyses and concepts and implementing projects. In marketing and advertising, they develop marketing solutions, keeping an eye on the latest industry developments. To do this, they analyze customer wishes, develop marketing concepts or advertising strategies, and take over marketing controlling. In sales and distribution, they handle sales planning, support distribution partners, and coordinate sales-promoting measures.

Adaptive further training helps to keep professional knowledge current and adapt it to new developments (e.g., in the areas of marketing, sales, sales promotion, market research). Furthermore, the trend of linking the online and offline worlds in retail can become an important further training topic for Marketing Business Administrators (university graduates). The use of augmented reality filters in online marketing offers further training potential, as does the metaverse.

Bachelor's graduates can expand their career opportunities through further studies, for example, in marketing, sales, advertising, or marketing communication. A doctorate is generally required for an academic career at a university; for appointment as a university professor, a habilitation (postdoctoral qualification) is usually needed. A doctorate may also facilitate access to higher professional positions in the private sector, research, and public administration.

Analyzes and evaluates marketing and sales activities. Develops innovative and practical marketing and sales concepts, for example, through competitor observation. Analyzes customer wishes, evaluates market research results, and defines the Unique Selling Proposition (USP) of a product or service. Develops marketing concepts and campaigns, potentially utilizing social media channels. Designs sales policy (distribution) strategies. Conducts economic feasibility studies for projects, assessing timelines, necessary budgets, and goals. Prepares sales plans and advertising/sales promotion activities. Discusses and adjusts concepts as needed. Accompanies implementation processes in individual functional areas, coordinates or co-supervises sub-tasks, and monitors interim goals, for example, in marketing, advertising, sales. Conducts negotiations with agencies and marketing service providers.

The following additional employment alternatives are available for the profession of Business Administrator (Hochschule) for Marketing: Business Administrator (Hochschule) for Corporate Management, Management, Master of Business Administration, Business Administrator (Hochschule) for International Economics, and Economist. Commonalities include planning, monitoring, and organizing business processes; supporting economic decision-making processes; and negotiating with business partners and customers. Please note: The mentioned job alternatives may require a longer training period or additional qualifications.

What is it about? Business Administrators (Hochschule) for Marketing plan, organize, and monitor the marketing activities of companies, organizations, and public administration institutions. Preparing decisions: What are the target groups for a new product? Which distribution channels can be used or expanded, for example, in e-business? Business Administrators (Hochschule) for Marketing know their own company, industry, competitors, and relevant markets. They carefully analyze existing options, such as the advantages and disadvantages of distribution channel decisions. In negotiations with contract partners, they try to achieve the best possible sales conditions. Through customer surveys and the evaluation of other market research measures, they find out how to retain customers or what leads customers to buy from competitors. They observe all relevant domestic and international markets.

The following abilities, knowledge, and skills are required for performing possible activities in this academic profession: Numerical (calculational) thinking (e.g., analyzing customer behavior and market trends using mathematical and statistical methods and models), verbal (linguistic) thinking (e.g., developing and analyzing concepts for targeting marketing campaigns), memory (e.g., memory for people, numbers, and market research results), adaptability (e.g., quick and frequent switching between administrative, conceptual activities, and customer contact under time pressure), commercial aptitude (e.g., recognizing and assessing market developments and market risks and developing corresponding marketing strategies), planning and organizational ability (e.g., planning, developing, and implementing marketing concepts; building and optimizing sales organizations). Calculation skills (e.g., calculating) are also required.

The exercise of this profession may involve the following physical requirements. This information may not necessarily apply to every activity profile or every professional application. Unimpaired speech ability (e.g., instructing and leading personnel; conducting negotiations with agencies), near vision - even corrected (e.g., analyzing and evaluating existing marketing and sales activities; developing sales plans and advertising campaigns), hearing ability and speech comprehension (e.g., developing marketing concepts and campaigns based on customer wishes). Note: This information does not form a basis for legal action and should not be understood as a medical fitness assessment. The actual physical suitability or unsuitability must always be determined on a case-by-case basis and taking into account possible reasonable accommodations.

The following professions or activities show similarities to the initial profession. These professions represent a possible alternative for applicants who cannot find a vacant position in their learned profession. Furthermore, employers can consider specialists in these professions as alternatives for filling a job in the initial profession. Some alternative professions only include partial activities of the initial profession, while others require an induction period, which can vary in length in individual cases. The following immediate employment and staffing alternatives are available for the profession of Business Administrator (Hochschule) for Marketing: Job and staffing alternatives for the overall activity (usually short induction): Business Administrator (Hochschule). For professional specializations (usually short induction): Business Administrator (Hochschule) for Advertising, Marketing Communication. For partial activities and professional application possibilities (with/without induction): Affiliate.

Working as a Marketing Business Administrator (Hochschule) does not require professional recognition for foreign qualifications. However, it is possible to apply for an individual certificate evaluation for foreign university degrees through the Central Office for Foreign Education (ZAB), which can be helpful for job applications in Germany. Further information on living and working in Germany can be found through resources like the 'Working and Living in Germany Hotline' provided by the Federal Office for Migration and Refugees (BAMF) and the Federal Employment Agency (BA).

Certain health limitations might pose challenges in this profession, though this may not apply to every role and can often be compensated with technical aids. Examples include speech disorders (e.g., instructing staff, negotiating with agencies), uncorrectable near vision impairment (e.g., analyzing marketing activities, developing sales plans), and hearing impairment (e.g., developing marketing concepts based on customer wishes). This information does not form a basis for legal action and should not be understood as a medical suitability assessment.

From an employer's perspective, other alternatives for the Marketing Business Administrator (Hochschule) profession include Business Administrators (Hochschule) in Management, Corporate Management, or Master of Business Administration graduates. Common aspects include planning, monitoring, and organizing business processes, supporting economic decision-making, and negotiating with business partners and customers. These alternatives may require an induction period, which can vary in length depending on the individual case.