Marketing und Innovationsmanagement
HAW Hamburg · Hamburg, Germany
QS World University Ranking: N/A
Quick Overview
Apply Now📘 Program Overview
This three-semester Master’s degree course enables you to understand and actively engage with disruptive change in marketing, driven by digital transformation, technological change, and artificial intelligence.
The programme combines marketing management, technology management, and digital expertise, and it includes work on ethics and sustainability, management accounting, HR, legal aspects, and a final Master thesis.
🎯 Course & Curriculum
Course structure
- Focus on integrated marketing strategies and consumer behaviour, using qualitative and quantitative data collection methods.
- Introduction to the challenges of technology and innovation management.
- A CRM module covers basics in data management methods.
- A further class addresses ethics and sustainability.
- Deeper engagement with tools for integrated marketing.
- Management accounting in the context of marketing and R&D.
- Legal aspects of marketing and innovation management.
- A marketing and innovation management case study module.
- Students complete their Master thesis in the final semester.
- The thesis builds on the degree’s marketing management, technology management, and digital expertise foundations.
Curriculum
Master’s program with 6 CP compulsory modules across the first two semesters and a 30 CP Master thesis in the third semester.
| Semester | No. of modules | Module / subject category | ECTS | Semester total |
|---|---|---|---|---|
| Semester 1 | Compulsory modules | Integrated Marketing Strategy | 6 | 30 |
| Technology- and Innovation Management | 6 | |||
| Customer Insights | 6 | |||
| Customer Relationship Management (CRM) | 6 | |||
| Sustainability and Ethics | 6 | |||
| Semester 2 | Compulsory modules | Integrated Marketing Tools | 6 | 30 |
| Case Study Marketing und Innovationsmanagement | 6 | |||
| Marketing- and R&D-Controlling | 6 | |||
| HR Management | 6 | |||
| Law of Marketing and Innovation Management | 6 | |||
| Semester 3 | Master thesis | Master Thesis | 30 | 30 |
| Total | Compulsory modules and Master Thesis | 90 ECTS | ||
Career outcomes
- You graduate with a management-focused toolkit to take senior roles where marketing leadership and innovation management meet.
- You build tech- and data-oriented marketing capabilities (including CRM/data insights and digital marketing) that are directly relevant for modern marketing teams.
- You gain practical competence in technology and innovation management, helping you lead product, service, and business-innovation initiatives from strategy to execution.
- You develop decision-ready skills at the intersection of marketing, management accounting, HR, and legal issues so you can support business growth with evidence-based recommendations.
- The program’s emphasis on ethics and sustainability supports responsible leadership in marketing and innovation activities in Germany and internationally.
- You use a marketing and innovation management case study approach that strengthens your ability to solve real business problems using the methods taught in the degree.
Employability rate
Marketing and innovation management graduates in Germany typically see an employability rate of around 82% and an unemployment rate of about 18%, reflecting steady demand for marketing and innovation management professionals alongside hiring seasonality.
Together, these figures point to a generally stable outlook, especially if you position your profile with data/CRM and digital marketing strengths developed during the master’s programme.
✅ Entry Requirements
Academic qualification
| Requirement | Details |
|---|---|
| Bachelor degree and related academic background | International applicants must have successfully completed a professionally qualifying Bachelor's or Diplom degree programme of at least seven semesters with at least 210 CP in an economics or a related degree programme. Related degree programmes include business information systems, business mathematics and business engineering. |
| Relevant marketing-related study modules | International applicants must provide proof of relevant modules from their Bachelor or Diplom programme totalling at least 8 CP with a connection to the subject area of marketing. |
| English skills and German requirement for foreign applicants | International applicants must provide proof of special English language skills at level B2. In addition, for all foreign applicants, proof of German language proficiency is required through a recognised language test. |
| Pre-check of school and study certificates (international applicants) | For international applicants, school and study certificates must be sent in advance for assessment using uni-assist before applying to HAW Hamburg. German language skills (C1) are also described as a requirement for foreign applicants in the programme information. |
Module matching by study area
| Study area | Match possible? | Conditions |
|---|---|---|
| Business & Management | Direct match | The programme targets graduates in business studies and related fields, including business information systems, business mathematics and business engineering. Applicants must also show at least 8 CP from their prior degree programme with a connection to marketing. |
Language requirements
For admission to the Master’s programme, proof of special English language skills at level B2 is required according to the requirements in § 7 of the HAWAZO. In addition, for all foreign applicants proof of German language proficiency is required through a recognised language test.
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 includes semester ticket and Germany-wide rail pass (latest published semester contribution shown on the programme page). |
| Administrative fee | EUR 50 / per semester | Administrative fee is a flat-rate charge for services provided by the university administration that fall outside the subject-related supervision (as part of the semester contribution breakdown). |
Proof of financial resources
Important dates
Application window
| Milestone |
|---|
| Application portal opens |
| Application deadline (final submit) |
| Application deadline (EU students) |
| Application deadline (Non-EU students) |
| Recommended apply-by |
| Semester begins |
Pre-application & reviews
| Milestone |
|---|
| VPD request - recommended |
| VPD result expected |
| APS - recommended |
| Start eligibility check |
Document submission deadlines
| Milestone |
|---|
| Application submission deadline |
| Document submission deadline (EU students) |
| Document submission deadline (Non-EU students) |
| Language certificate deadline |
| Official transcripts deadline |
| Certified translations deadline |
| Postal / hard-copy documents deadline |
| Missing documents (if requested) |
🎓 Scholarship
| Provider | Scheme name | Coverage | Eligibility notes |
|---|---|---|---|
| DAAD | EPOS — Development-Related Postgraduate Courses | Tuition fees, monthly stipend, travel allowance, health insurance | The DAAD EPOS programme supports eligible applicants to take development-related postgraduate courses at selected German universities. Eligibility is based on the DAAD EPOS programme’s own applicant conditions and the selected host course’s inclusion in the EPOS database. |
📝 How to Apply
Start the international pre-check (uni-assist)
As an international applicant, you must send your school and study certificates for assessment in advance using uni-assist before you apply to HAW Hamburg. Use your official certificates and ensure the documents you submit are complete so the review can be completed in time. Keep your uni-assist process status available for your later application planning.
Prepare your language proofs and eligibility documents
Check that you meet the programme’s English language requirement at level B2 and the German language requirement for foreign applicants via a recognised language test. Also confirm that your degree programme is at least seven semesters with at least 210 CP and that you have marketing-related prior modules totalling at least 8 CP. Gather your transcripts and degree documents that demonstrate your CP and module relevance.
Submit your application during the application period
Submit your application to HAW Hamburg within the programme’s published application window for the relevant intake. Complete the required online fields and upload the documents requested by the admissions process. If you are applying while your final Bachelor results are not fully available, follow the conditional-admission guidance on HAW Hamburg’s master application instructions.
Respond to admission communication and enrol
After the end of the application period, a selection committee reviews eligible applications based on preliminary study eligibility for the consecutive Master programme. If you receive an admission notification, enrolment must be completed within the specified dates and with the required documents. Ensure you meet the document submission expectations mentioned in your letter of admission.