Business Administration, Marketing and Media Management
Bachelor of Arts (B.A.)
You don’t just want to understand how markets work – you want to make decisions that move companies, brands and customers.
Key Information
Course Content
Markets are becoming more digital. Customers more demanding.
In the Business Administration, Marketing and Media Management programme, you learn how to think economically, act strategically, and apply marketing and media tools in a targeted way. The programme combines solid business foundations with marketing, media and digital expertise – practice-oriented, application-focused, international in scope, and closely connected to real-world companies.
Practice-Oriented Studies
- Practical projects and case studies based on real business challenges
- An integrated practical semester and Bachelor’s thesis in cooperation with companies
- Work in small learning groups with close personal supervision
International Perspective
- Courses taught in English and international teaching formats
- International projects and case competitions
- Opportunity to complete a semester abroad or a practical placement abroad
Programme Focus
The Business Administration, Marketing and Media Management programme combines marketing expertise with media know-how. The focus areas build on a strong business education and demonstrate how companies actively shape markets, brands and customer relationships.
- Product and Brand Management
Development, positioning and management of strong brands throughout their entire life cycle - Customer and Sales Management
Understanding customers, building relationships and systematically developing markets - Customer Journey & Customer Experience
Designing customer experiences across all touchpoints – data-driven and strategic - Media and Communication Management
Planning, managing and effectively using traditional and digital media - Digital Marketing & Artificial Intelligence (AI)
Applying data, automation and AI for targeted and efficient marketing activities - Practical Projects & Specializations
Working in small teams on real company projects with a clear practical focus
Courses are primarily taught in small groups, enabling close interaction with professors and personal academic support throughout the programme.
Career Perspectives
You are not studying for exams – you are studying for the job market.
Graduates of the Business Administration, Marketing and Media Management programme are in demand across industries that combine marketing, media, and business-oriented thinking.
Typical career paths include:
- Marketing Manager / Marketing Consultant
- Product or Brand Manager
- Customer Experience Manager / CRM Manager
- Digital Marketing Manager
- Media and Communication Manager
- Project Manager in marketing or media environments
Thanks to close cooperation with hidden champions, medium-sized global market leaders, and international companies, graduates are well prepared for a successful career – regionally, nationally, or internationally.
Programme Structure
- 1st and 2nd semester
- 3rd and 4th semester
- 5th semester: Practical semester
- 6th and 7th semester
- Documents
- Fundamentals and Methodology of Business Administration / Specializations in Business Administration
- Economics
- Accounting
- Business Mathematics and Statistics
- Law
- Business Information Systems
- Marketing
- Media Management
- Business Administration / Business Administration Methods
- Management
- Business Information Systems
- Marketing
- Media Management
- Practical Study Semester and Internship Colloquium
- Management
- Marketing
- Media Management
- Compulsory Elective Marketing, Media, Management and Psychology
- Bachelor Thesis and Bachelor's Colloquia
Entry Requirements and Application
The Bachelor programme Business Administration, Marketing and Media Management has restricted admission, which means you must apply for a place. All information on the application process for a place at HHN can be found on the website ‘Application Process for Bachelor Programmes’:
Contact
Frequently Asked Questions
- FAQ
- Suitable Master's Programme
Business Administration, Marketing and Media Management combines business administration with marketing and media management. Its profile is centered on product and brand management, customer and sales management, media and communication management, and the digital execution of marketing. Business Administration, Marketing Management and Consumer Psychology, by contrast, is more psychology- and research-oriented, with consumer psychology, market and advertising psychology, eye tracking, lab work, and empirical methods.
Business Administration, Marketing and Media Management is a strong fit if you do not just want to understand marketing, but actively shape it. The programme is designed for students who are interested in brands, products, customers, campaigns, media, and digital channels while building a solid business foundation.
The curriculum includes Strategic Marketing, Marketing Concepts, Product and Brand Management, Customer and Sales Management, Data-Driven Marketing and AI Marketing, E-Business, Communication and Cross-Media Management, Media Law, and Digital Marketing. In other words, Business Administration, Marketing and Media Management combines classic marketing expertise with media and digital perspectives.
Very digital. The curriculum explicitly includes Data-Driven Marketing and AI Marketing, E-Business, and Digital Marketing. That means Business Administration, Marketing and Media Management is not limited to strategy, but also focuses on digital channels, data-based decisions, and modern execution tools.
Business Administration, Marketing and Media Management has a strong practical orientation. Students work on projects, case studies, practice seminars, excursions, and a mandatory practical semester. The programme positioning also emphasizes close company links, small groups, and personal supervision.
Business Administration, Marketing and Media Management has a clear international dimension. According to the study regulations, one semester is generally meant to be spent abroad, and teaching and examinations can be in German and English. The curriculum also includes International Management, international projects, and formats such as International Marketing Week.
Typical career fields are marketing, product, customer, sales, communication, and media management. Common entry roles include Brand Manager, Product Manager, Customer Experience Manager, Digital Marketing Manager, Sales or Customer Manager, and Communication or Media Manager.
Yes. Business Administration, Marketing and Media Management is a very natural pathway into International Marketing and Communication. It is a 7-semester bachelor’s programme with 210 ECTS and a clearly business- and marketing-focused profile. International Marketing and Communication requires at least a bachelor’s degree with at least 180 ECTS and a predominantly business-related background. Formally, International Marketing and Communication is also open to graduates from other universities if they meet these requirements.
Künzelsau is smaller than a big city, and for many students that is exactly the advantage. The campus is modern, distances are short, and contact with professors and fellow students is more personal. At the same time, you study in a strong business region with many world market leaders and very good opportunities for practical projects and career entry. If you do not want to disappear in anonymous mass structures, this is a real plus of Business Administration, Marketing and Media Management.
For students from Germany and EU/EEA countries, there are generally no regular tuition fees at HHN. What you do pay is the semester contribution. For funding options, HHN points students to BAföG, scholarships, and other financing opportunities, while Studierendenwerk Heidelberg provides guidance on BAföG, scholarships, and student loans. High-performing and committed students may also be eligible for scholarships such as the Deutschlandstipendium.
No. Before lectures begin, Campus Künzelsau runs an orientation phase called the O-phase. It helps you get to know other first-year students and higher-semester students, understand how studying and campus life work, and settle into Künzelsau more quickly. The programme includes activities such as a campus tour, a rally, shared events, and a math refresher. Especially in a new place, this makes a real difference.
In many cases, yes. HHN links to housing offers from the city of Künzelsau, including shared flats, furnished apartments, and other student accommodation close to campus. A new student residence is also being developed directly at the campus. In addition, common platforms such as WG-Gesucht are relevant for private housing searches. Students who start early usually have better chances of finding affordable accommodation here than in many larger university cities.
And what comes after your bachelor’s degree?
You can continue your studies with the following master’s programme right after you graduate:
International Marketing and Communication
Studying at HHN
- Study in Künzelsau? More about our campus
- Financing your studies
- Guide for International Students
Find out more about the Faculty of Engineering and Business and about student life on the campus and in Künzelsau.
Most students in Baden-Württemberg finance their studies through financial support from their parents and through their own work. In addition, a significant proportion of students receive support under the provisions of the Federal Training Assistance Act (BAföG). Scholarships are another form of financial support.
These guidelines give you an overview of the most important steps that can be taken during the application phase to ensure that both the move to Germany and the start of your studies are as successful as possible.
