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MSc in Business Administration – Major in Marketing

Picture Dr. Liane Nagengast

"Our Master's program prepares you in the best way possible for a career in marketing and general management. Its high practical relevance provides a sustainable foundation for applying the knowledge acquired."

Dr. Liane Nagengast, Head of Degree Program

Businesses continue to be faced with increasing demands. Our Master’s degree program in Business Administration with a specialization in Marketing enables you to prepare for just these challenges. It paves the way for you to take on demanding management and leadership responsibilities related to marketing and general management.

Learn how to develop and successfully implement innovative strategies to ensure the competitiveness of products, services and entire companies in an increasingly digitalized world.

At a Glance

Title: Master of Science (MSc) ZHAW in Business Administration with a Specialization in Marketing
Start of New Program: Mid-September
Registration deadline: 30 June 2024 - apply now
Workload: 90 ECTS credits (corresponding to approx. 2,700 hours of study)
Duration: 4 semesters or 6 semesters
Part-time: The curriculum is optimised for part-time study. We recommend a maximum professional activity of 70% (6 semesters) or 50% (4 semesters).
Location: Winterthur, Canton of Zurich (Switzerland)
Semester Fee: CHF 720.-
Admission Requirements: Admission Procedure
Language of instruction: Mostly German; English in the third (or fifth) semester
Studying abroad: Students can do a semester abroad in their third (or fifth) semester at one of our numerous partner universities.
Accreditation/Award: AACSB, EQUIS, Top European Business School (Financial Times Ranking)

Content and Program Structure

The curriculum of this Master’s program carefully balances a broad understanding of complex business processes, marketing know-how, and knowledge involving digitalization. In addition to specializing in marketing management, this program also deepens your knowledge of business administration at Master's level. Current topics and megatrends such as artificial intelligence (AI), automation, digitalization, data science, and blockchain are continuously integrated into existing courses. It is rounded out by an attractive range of elective modules that allow you to add an individual focus to your studies.

The program offers the following electives:

Our electives also include an opportunity to take part in a study trip or a summer school program at one of our international partner universities.

Module Overview for the 4-Semester Study Program

As Flexible as You

This Master’s degree program is a high-level course of study that can be combined with part-time work. You benefit from an immediate transfer of knowledge and can start, or continue, your career development while enrolled in the program.

You can choose between our four-semester or our six-semester course of study. In the case of four semesters, you will have classes two days per week, in the six-semester option, classes are held on one or one and a half days per week. You can combine study with part-time work or family responsibilities of up to 50% or 70%.

By doing a semester abroad, you will be able to build an international network, further improve your foreign language skills, and experience the study program from a different perspective. You have the opportunity to spend a semester abroad in the third (or fifth) semester of the Master's program at one of our numerous partner universities.

Real impact through practical partnerships

Ask a Student

Portrait Patrizia Bilotta

"Do you have any questions concerning the Master in Business Administration – Major Marketing, the ZHAW Library, sports and leisure activities, or life in Winterthur and Zurich? Please contact me."

Patrizia Bilotta, Student, MSc in Business Administration – Major Marketing

Your Career Prospects

This degree will enable you to perform key functions in the marketing and general management of companies in all industries – in Switzerland and internationally – and work in the following areas:

Our alumni have exciting jobs in a broad field of application across all industries:


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:

* If the required entrance competencies are not all available at the beginning of the study program or if the Bachelor's degree was obtained in a related field of study, the applicant may be admitted in individual cases under the condition of subsequent qualification.

You can ask the head of the degree program to confirm in advance, without obligation, whether you meet these admission requirements.

Brochure, in German


This program has been awarded the quality seal by the Foundation for International Business Administration Accreditation (FIBAA) for its quality in study and teaching.

The detailed assessment and further information about the accreditations of the ZHAW School of Management and Law can be found here.