The Marketing Management & Customer Centricity specialisation is your gateway to leading brands, shaping markets, and driving customer-centric growth in a world defined by changing consumer expectations.
Your future in Marketing and Customer Centricity
A Master in Management with a focus on Marketing Management & Customer Centricity opens the door to a wide range of leadership careers across industries. Graduates are well-prepared for roles such as Brand Manager, Digital Marketing Director, Social Media & Content Strategist, CRM & Customer Experience Lead, Marketing Consultant, or Chief Marketing Officer. With expertise spanning digital communication, consumer behaviour, brand strategy, and customer-centric market analysis, you will be equipped for leadership positions in agencies, corporates, consultancies, and fast-growing start-ups. Industries such as FMCG, luxury goods, technology, retail, automotive, and media actively seek marketing professionals who combine strategic vision with digital fluency and a deep understanding of customer needs and brand value creation. The specialisation also provides a strong foundation for entrepreneurial ventures and CMO-track careers.
The success of our alumni
Our graduates of the Marketing Management & Customer Centricity specialisation have gone on to build careers across a wide range of industries and functions. They work in leading consulting firms, corporate strategy and transformation departments, and specialised roles that sit at the forefront of their field — as well as in research as doctoral candidates at top universities. Many hold positions where they put the analytical tools, strategic frameworks, and practical skills developed during their studies at EBS to work from day one.
Shaping markets through customer insight and brand strategy
The Marketing Management & Customer Centricity specialisation at EBS provides a comprehensive and contemporary approach to marketing leadership across three integrated courses. In Consumer Behaviour, you will explore how and why people buy, use, recommend, and dispose of products and services. Drawing on insights from economics, psychology, and sociology, you will learn to apply theoretical models of consumer decision-making to real marketing strategies, tactics, and actions. The course also connects current research with evolving topics such as AI, co-creation, brand communities, and the sharing economy, helping you understand how consumer behaviour shapes marketing, public policy, ethics, and everyday life. In Brand Management, you will examine how strong brands are built, positioned, communicated, and measured, gaining insights into brand identity, brand image, brand personality, brand positioning, brand portfolio strategies, internal branding, behavioural branding, and brand value measurement. In Digital Communication & Social Media, you will learn how to conceptualise, plan, execute, and optimise cross-media communication campaigns, developing communication and content strategies, identifying customer insights, and designing customer journeys across relevant touchpoints.
Across all three courses, you will learn through lectures, interactive class discussions, group work, presentations, research-based insights, and practical applications. Together, the courses prepare you to understand customers deeply, create meaningful brand value, and develop customer-centric marketing strategies for today's competitive markets. The specialisation can be complemented by the Marketing Consulting Field Study, an optional field trip that allows you to apply your marketing knowledge, strategic thinking, and creative problem-solving skills to real-life business cases. Working on challenges from renowned companies, you will develop practical recommendations and gain direct insights into how leading organisations approach marketing, branding, customer centricity, and communication. The course combines case study work with company visits and may include best-practice insights from firms such as Amazon, BMW, Porsche, or FC Bayern München. This hands-on format bridges classroom learning with real business practice.