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MSc in Business Administration – Major Marketing

Bild Gunther Kucza
"Online marketing is an integral part of our degree program and can be further developed in the context of a practical project and a Master's thesis."


Prof. Dr. Gunther Kucza, Head of Degree Program

Marketing is easy: All you need to do is sell your merchandise to customers more effectively than your competitors. To be able to this, however, requires specialist knowledge, entrepreneurial thinking, and leadership skills. This MSc program in Marketing will enable you to recognize risks and opportunities, develop innovative strategies, and learn to actively participate in making change happen.

At a Glance

Title: Master of Science (MSc) in Business Administration with a Specialization in Marketing
Start of New Program: Mid-September
Workload: 90 ECTS credits (corresponding to approx. 2,700 hours of study)
Duration: 4 semesters (while enrolled in the program, students can hold a part-time job or do family work not exceeding a workload of 50%)
Location: Winterthur
Semester Fee: CHF 720.-
Admission Requirements: Admission Procedure
Language of instruction: German/English
Accreditation: AACSB, FIBAA

Bild Flooris van der Walt
"When recruiting, we found that Master's students have a significantly higher level of problem-solving skills."

Flooris van der Walt, Head of Group Talent Management, OC Oerlikon Management AG

What You Will Learn

When you graduate, you will know the approaches of strategic marketing and will have learnt to develop customer benefits and values. You will be familiar with criteria and procedures of customer segmentation and will have methods at your disposal to measure customer behaviour. You will be able to design and implement customer relationship management concepts along the entire customer lifecycle. It will enable you to analyze and solve complex tasks using an integrated brand management approach, and you will know how to integrate the new media into strategic communication concepts.

Ask a Student

"If you have any questions about the Master of Science in Business Administration - Major Marketing, the university library, the sports and leisure facilities, or student life in Winterthur and Zurich, then you can contact me."

Lea Grob, Student, MSc in Business Administration – Major Marketing

Your Career Prospects


  • Product management
  • Market research, marketing
  • Customer relations management
  • Key account management
  • Service quality management
  • Sales und after-sales management
  • Jobs in communication
  • Project management
  • Staff responsibilities
  • Consulting
  • Executive management


All areas of the private sector, in particular:

  • Consumer goods, industrial goods, and services (banks, insurance companies, commercial enterprises)
  • Site marketing
  • Social and cultural organizations
  • Public administration

Program Structure and Admission

As Flexible as You

The program takes four semesters to complete and will allow you to hold a part-time position of up to 50%. Classroom instruction takes place all day on Mondays and Tuesdays. In addition to consolidating your specialist knowledge of marketing, you will further develop your management skills and will acquire new knowledge as you working in research projects. A semester of study abroad will enable you to develop an international network, advance your knowledge of foreign languages, and experience the discipline of marketing from a new perspective.

Bild Eldina Ramadani
"From the very beginning, projects with companies, company visits, and guest lectures have created a strong link to practical application."

Eldina Ramadani, Student, MSc in Business Administration – Major Marketing

What You Need to Qualify

Decisions on the admission of students are taken by the head of the program and are based on an admission procedure. Applicants must meet the following requirements:

  • A Bachelor’s degree in business administration from a recognized university or university of applied sciences (worth at least 180 ECTS credits) or an equivalent university qualification in a related discipline.
  • Proof of sufficient knowledge of the foundations of marketing worth at least 8 ECTS credits; may be provided at a later stage
  • Language skills: Oral and written command of English and German at Level C1 (European Language Framework)
  • A high level of motivation and achievement potential
  • A positive result of the aptitude assessment.

Brochure, in German