Master of Science (MSc) in Marketing and E-Business

Please note: Reorganisation of the Master's programmes in Business Administration in the field of Management
Starting in the winter semester 2023/2024, the existing Master's programmes in Business Administration in the area of Management will be redesigned in a future-oriented manner. The Master's programme in Management (“Unternehmensführung”) will be completely redesigned and transformed into a new Master's programme in Management (German skills required). The Master's programmes in Global Business, Marketing and E-Business as well as Business Education and Human Resource Development, on the other hand, will be discontinued so that applications for these programmes are no longer possible for the winter semester 2023/2024.

The content of the discontinued degree programmes will be incorporated into the new Master's degree programme in Management, in which corresponding specialisations can be selected. In addition, the new Master's programme in Management offers a variety of innovative elements with modules on problem-solving and communication skills, practical projects and career development. You will receive more detailed information on the structure of the programme as soon as the examination and study regulations for the new programme have been passed by the university's committees.

Applications for the new Master's programme in Management starting in the winter semester 2023/2024 are possible from 1 April 2023.

General information

  • The master's programme in marketing and e-business is accredited by ZEvA Hannover (Central Evaluation and Accreditation Agency).
  • The master's programme is ranked 4th in the category "E-Business and Digital Marketing in Germany" of the Eduniversal Best Masters Ranking 2022
  • Language: German
  • The standard period of study is four semesters.

Today's markets require that marketing and the flow of information are integrated and executed taking into account a complex and competitive globalized system. The objective of the master's programme in marketing and e-business is to familiarize students with this global perspective in both theory and practice. Characteristic of this approach is a comprehensive and interdisciplinary view of marketing, distribution concepts, and information systems. Subject-specific knowledge and methodical knowledge acquired in previous courses of study are deepened and extended.
The master's programme in marketing and e-business is four semesters long, requiring a total of 120 credits. The programme is divided into a course phase (1st-3rd semester) and a 4th semester for the completion of a master's thesis.

In this programme, students deepen their knowledge in the areas of marketing, distribution, and business information systems. Within these areas, there are many possibilities to specialize. The 120 credits necessary to complete the master examination are attained through compulsory, optional compulsory and elective courses as well as a master's thesis.

In the optional compulsory phase, modules are comprised of four 'basic modules' from the fields of "Marketing" and "E-Business" (24 credits) and one seminar (for 6 credits). Furthermore, 6 credits have to be completed in the section "Quantitative Methods" by choosing one of the modules "Market Research I" or "Market Research II".

In the compulsory phase, the project seminar "Projektstudium" (of 18 credits) and the "synergy module" (of 6 credits) must be completed. In the project seminar, students integrate the two major areas marketing and e-business in a course by completing a project or research task that deals with a relevant topic. The "synergy module" focusses on connections and interdependencies between these two large areas. This includes analysing problems that shape the current discussion in both theory and practice.

In terms of electives, 30 credits may be freely selected from the courses offered in the master's programme. Finally, 30 credits are earned by completing a master's thesis that must be presented in a colloquium:

  • 1. Optional compulsory section "Basic Modules" (24 credits)
  • 2. Optional compulsory section "Seminar" (6 credits)
  • 3. Optional compulsory section "Quantitative Methods" (6 credits)
  • 4. Compulsory section "Synergy Module" (6 credits)
  • 5. Compulsory section "Project Seminar" (18 credits)
  • 6. Electives (30 credits)
  • 7. Master's Thesis (30 credits)

The following structure is recommended for this course of study (click here for larger image):


The Faculty of Business and Economics offers you many opportunities to study one or two semesters at an international partner university. There are three different programmes, each with different partner universities and application deadlines:

  • Erasmus+: You will study at one of the more than 60 partner universities of the Faculty in other European countries (only students of the Faculty of Business and Economics can apply for these programmes).
  • Worldwide faculty programmes: You will study at one of the numerous partner universities of the Faculty of Business and Economics abroad, e.g. in the USA, Latin America, South Africa, Japan, China, South Korea and Thailand (only students of the Faculty of Business and Economics can apply for these programmes).
  • Worldwide university programmes: You study at a partner university of the University of Göttingen, e.g. in Australia, India, the USA, Canada or China (all students of the University can apply for these programmes).

If you go abroad within the framework of one of the above-mentioned programmes, you usually do not have to pay tuition fees for studying at a foreign partner university (the University of Mississippi charges reduced tuition fees). Some programmes even receive additional financial support from the German Academic Exchange Service. Comprehensive information about the programmes, application deadlines and contact persons can be found here.

In our Database you can see which achievements/modules of other universities in Göttingen have already been recognized (in German). In order to keep your choice of course abroad as flexible as possible, we recommend that you complete modules from the elective area of your respective degree programme abroad.

If you would like to get into contact with other international and German students during your studies in Göttingen, please take a look at our Study Buddy Programme and our Exchange@WIWI events: Both programmes serve to network international and local Göttingen students.

In order to apply the acquired knowledge in practice, to gain first work experience or to get to know possible relevant professional fields - the Faculty of Business and Economics welcomes students to gain practical experience during their studies. Therefore, you have the possibility to have a voluntary internship in the elective area of your studies credited under certain conditions. You can find detailed information here.
Job portal of the University of Göttingen with external job offers: Stellenwerk Göttingen (in German)
Our master's graduates will be equipped to enter the job market in challenging positions in national and international companies. The individual design of the programme provides students with an understanding of advanced economic core competencies, and an ability to apply their knowledge to practice. For example, graduates will be able to form supply chain management concepts in industry and retail, to further develop sales lines, to implement multi-channel marketing and market-oriented management information systems as well as to attain managerial positions in these areas later on.

At the same time, the degree also equips students to pursue doctoral studies at a university in Germany or abroad. It also strengthens your candidacy for a position in research institutes.