Marketing / Technische Betriebswirtschaftslehre
HAW Hamburg · Hamburg, Germany
QS World University Ranking: N/A
Quick Overview
Apply Now📘 Program Overview
Marketing / Technische Betriebswirtschaftslehre (B.Sc.) at HAW Hamburg is a full-time bachelor’s programme that combines business administration and technology fundamentals, preparing you for marketing-related roles and leadership tasks in a digital, technology-driven economy.
The curriculum includes foundational business modules in early semesters, a practice semester, and a bachelor thesis in the final semester, with a mix of subject-specific marketing modules and business management content.
🎯 Course & Curriculum
Course structure
- Foundations in business administration and decision-making (Grundlagen der Unternehmensführung).
- Economics and quantitative skills building (Volkswirtschaftslehre 1; Mathematik).
- Core accounting, finance, and investment fundamentals (Rechnungswesen 1; Investition und Finanzierung).
- Introduction to production/technology and marketing management (Grundlagen der Technik; Marketing Management).
- Early programming and data organisation for business contexts (Programmierung und Datenorganisation).
- Legal and scientific methods for business analysis (Wirtschaftsprivatrecht; Wissenschaftliches Arbeiten und Präsentations- und Verhandlungstechniken).
- Marketing fundamentals and business processes (Marketing Mix; Geschäftsprozesse und -modelle).
- Product development and controlling for business decisions (Produktentwicklung und Technologiemanagement; Controlling).
- Elective marketing and business/technology specialisation modules (e.g., Sustainable Marketing and Innovation; Entrepreneurship; Specific Aspects of Marketing; Marktforschung und Innovationsmanagement; Organisation & Personalführung).
- Innovation and market research content as part of the marketing/management pathway (Marktforschung und Innovationsmanagement).
- Practice-oriented placement in business contexts (Praxisphase).
- Advanced economics and applied international marketing topics (Volkswirtschaftslehre 2; Internationales Marketing).
- Research methods in marketing with empirical focus (Seminar zu empirischen Forschungsmethoden im Marketing).
- Management and leadership orientation (Management und Unternehmensführung).
- Further elective modules around branding and HR management context (e.g., Markenführung im Kontext von HR Management).
- Innovation-focused project work (Innovationsprojekt).
- Digital marketing applied training (Digital Marketing).
- Bachelor thesis as the final academic work (Bachelor-Thesis).
Curriculum
Bachelor program curriculum structure with module credit points (CP/Leistungspunkte) per semester as published in the official Modulhandbuch. Credit unit used in the table is ECTS.
| Semester | No. of modules | Module / subject category | ECTS | Semester total |
|---|---|---|---|---|
| Semester 1 | 5 modules | Grundlagen der Unternehmensführung (ABWL) | 6 | 30 |
| Volkswirtschaftslehre 1 (VWL1) | 6 | |||
| Interdisciplinary Introduction to Marketing, Production and Technology | 6 | |||
| Mathematik (MATHE) | 6 | |||
| Rechnungswesen 1 (REWE1) | 6 | |||
| Semester 2 | 5 modules | Rechnungswesen 2 (REWE2) | 6 | 30 |
| Programmierung und Datenorganisation (PRDO) | 6 | |||
| Investition und Finanzierung (INFI) | 6 | |||
| Grundlagen der Technik (TECH) | 6 | |||
| Marketing Management (MM) | 6 | |||
| Semester 3 | 5 modules | Wirtschaftsprivatrecht (RECHT) | 6 | 30 |
| Statistik (STAT) | 6 | |||
| Wissenschaftliches Arbeiten und Präsentations- und Verhandlungstechniken (WISSAR) | 6 | |||
| Marketing Mix (MAMIX) | 6 | |||
| Geschäftsprozesse und -modelle (GEPROMO) | 6 | |||
| Semester 4 | 9 modules (including electives) | Produktentwicklung und Technologiemanagement (PTM) | 6 | 30 |
| Controlling (CON) | 6 | |||
| Sustainable Marketing and Innovation (Wahl) | 6 | |||
| Entrepreneurship (Wahl) | 6 | |||
| Aktuelle Fragestellungen der Wirtschaftsinformatik (Wahl) | 6 | |||
| Specific Aspects of Marketing (Wahl) | 6 | |||
| Marktforschung und Innovationsmanagement (INNOMA) | 6 | |||
| Organisation & Personalführung (OPF) | 6 | |||
| Wahlpflicht modules in the 4th semester elective block | 0 | |||
| Semester 5 | 1 module | Praxisphase (BT) | 30 | 30 |
| Semester 6 | 4 modules | Volkswirtschaftslehre 2 (VWL2) | 6 | 30 |
| Internationales Marketing (Wahl) | 6 | |||
| Markenführung im Kontext von HR Management (Wahl) | 6 | |||
| Seminar zu empirischen Forschungsmethoden im Marketing (FSM) | 12 | |||
| Semester 7 | 3 modules | Management und Unternehmensführung (MGNTUF) | 6 | 21 |
| Innovationsprojekt (INPRO) | 9 | |||
| Digital Marketing (DIMA) | 6 | |||
| Bachelor thesis period (Semester 7) | 1 module | Bachelor-Thesis (BATH) | 15 | 15 |
| Total | All modules including Praxisphase, elective modules, Innovationsprojekt, Digital Marketing, and Bachelor-Thesis | 210 ECTS | ||
Career outcomes
- You build job-ready marketing and business administration capabilities that fit roles like marketing analyst, product/brand coordinator, and business development support in companies that need data-informed marketing decisions.
- You gain practical experience through the Praxisphase, helping you enter internships and entry-level positions with real workplace exposure rather than theory only.
- You develop applied business-process and controlling foundations that support career paths in marketing management, commercial planning, and performance-focused business roles.
- You strengthen innovation and digital marketing skills through the Innovationsprojekt and Digital Marketing, positioning you for roles in modern growth and campaign functions.
- You learn research and presentation methods in marketing, which helps you communicate insights clearly for internal decision-making and customer-facing strategy work.
- You finish with a Bachelor-Thesis that supports progression toward specialist or leadership tracks by demonstrating independent scientific work and problem-solving.
Employability rate
Graduates of business administration and marketing-related bachelor programmes in Germany typically see an employability rate of around 86% and an unemployment rate of about 14%, reflecting consistent demand for business and marketing skills across industries.
Together, these figures point to a solid career outlook where you can secure entry roles and progress as you build practical experience and job-relevant marketing expertise.
✅ Entry Requirements
Academic qualification
| Requirement | Details |
|---|---|
| School-leaving qualification equivalent to German university entrance eligibility | International applicants who completed secondary education outside Germany need an academic qualification that corresponds to the German Abitur or Fachhochschulreife. |
| Minimum language requirements (for admission eligibility) | Alongside your foreign school-leaving qualification, admission is linked to meeting the programme language requirements for English proficiency and German language skills as published by HAW Hamburg. |
Module matching by study area
| Study area | Match possible? | Conditions |
|---|---|---|
| Business & Management | Direct match | For applicants with business-focused secondary education, the programme is aligned with business and marketing fundamentals covered in the curriculum; exact subject-specific recognition depends on your foreign qualification assessment by HAW Hamburg. |
Language requirements
To study this programme at HAW Hamburg, international applicants must provide proof of English proficiency and proof of German language skills (C1) as published for the course and HAW Hamburg’s language requirements.
MOI (Medium of Instruction)
MOI waiver details are not published for this programme. See the English test requirements above.
Other accepted proofs
💶 Fees & Funding
| Item | Amount | Notes |
|---|---|---|
| Semester fee | EUR 397 / per semester | Semester contribution for winter semester 2026/27: €397.00, including Studierendenwerk (€101.00), Students' Union (AStA) (€19.10), semester ticket (€226.80), contribution to semester-ticket hardship fund (€0.10), and administrative fee (€50.00). |
Proof of financial resources
For Germany student visa purposes, you typically need to demonstrate sufficient funds for your stay in Hamburg. Follow the official German immigration guidance and prepare evidence that meets the blocked account or equivalent financial proof requirements.
- Blocked account (Sperrkonto) or other official proof of sufficient funds for the intended period of study, as required for a student residence permit
- Any additional university-related cost information for international students, such as the semester contribution amount
Important dates
Application window
| Milestone | June - Winter intake | December - Summer intake |
|---|---|---|
| Application portal opens | June 01, 2026 | December 01, 2026 |
| Application deadline (final submit) | July 15, 2026 | January 15, 2027 |
| Application deadline (EU students) | N/A | N/A |
| Application deadline (Non-EU students) | N/A | N/A |
| Recommended apply-by | N/A | N/A |
| Semester begins | October 01, 2026 | April 01, 2027 |
Pre-application & reviews
| Milestone | June - Winter intake | December - Summer intake |
|---|---|---|
| VPD request - recommended | N/A | N/A |
| VPD result expected | N/A | N/A |
| APS - recommended | N/A | N/A |
| Start eligibility check | N/A | N/A |
Document submission deadlines
| Milestone | June - Winter intake | December - Summer intake |
|---|---|---|
| Application submission deadline | N/A | N/A |
| Document submission deadline (EU students) | N/A | N/A |
| Document submission deadline (Non-EU students) | N/A | N/A |
| Language certificate deadline | N/A | N/A |
| Official transcripts deadline | N/A | N/A |
| Certified translations deadline | N/A | N/A |
| Postal / hard-copy documents deadline | N/A | N/A |
| Missing documents (if requested) | N/A | N/A |
📝 How to Apply
Prepare your eligibility documents
Check that your foreign school-leaving qualification corresponds to German Abitur or Fachhochschulreife eligibility for international applicants. Confirm you can meet the programme’s published English proficiency requirement and German language skills (C1). If your documents need recognition/assessment, start early so you can complete reviews before the application deadline.
Register and apply online in the published application period
HAW Hamburg accepts applications online only. Register with the required central application platform as instructed by HAW Hamburg before you submit your application. Submit your application during the published application period for your chosen intake (winter or summer).
Upload required documents and confirm submission
During the application process, upload the required documents (foreign qualification evidence and language proofs) in the format requested by HAW Hamburg and complete all mandatory fields. Ensure your English language proof and German language proof (C1) are included as required for the course. Submit before the deadline to ensure your application is considered for admission.