Master in Marketing - New from autumn semester 2021 on!

This university master programme in the field of marketing is an attractive opportunity after the bachelor studies in management to specialize in the field of marketing on a high academic level. The major component of this study programme is the main module “Marketing” with courses in English, French, and German that cover the whole field of marketing. In addition to the main module, the students choose a complementary module from one of the following areas: “Innovation and Entrepreneurship”, “Strategy”, “Data Analytics”, “Managing Digitalisation”, or “Communication”. The complementary modules are also comprised of courses in English, French, and German. Within the main module and the complementary modules, the students can choose from a variety of courses. The study programme is completed by an empirical master thesis (with data collection and analysis) on a marketing topic which is at the same time addressed on a high scientific level and relevant for companies. The master thesis can be written in one of the three languages of study. The content of the courses offered and the multilingual study environment make this programme an attractive study offer.

  • Study plan


    min. 72 ECTS

    Main module Marketing 

    The students need to take 2 out of 6 core courses and a minimum of 27 ECTS at the University of Fribourg.


    45 ECTS

    Complementary module 

    The students need to choose one of the following modules and take courses of min. 18 ECTS:

    • Innovation and Entrepreneurship (INNO-ENT)
    • Strategy (STR)
    • Managing Digitalisation (DIG)
    • Data Analytics (DAT)
    • Communication (COM)


    18 ECTS

    Course «Research Methodology and Data Analysis”

    consists of the two parts «Research Methodology» (Prof. Furrer) and «Data Analysis with SPSS” (Prof. Bambauer-Sachse)

    both parts need to be successfully taken (“pass or fail”); the 3 ECTS will be validated if both parts are passed

    3 ECTS

    Optional courses

    A maximum of 6 ECTS can be chosen from all master courses offered at the University of Fribourg.

    6 ECTS

    Empirical Master Thesis with data analysis

    The Master Thesis needs to be written under the supervision of one of the following professors: Prof. Bambauer-Sachse, Prof. Fauchart, Prof. Furrer, Prof. Morschett (Exceptions upon request).

    18 ECTS


    90 ECTS

    In addition to this master programme of 90 ECTS, the students can choose a Minor of 30 ECTS in a different domain on master level in order to complete a master of 120 ECTS.

    Duration of the programme:

    3-4 semesters 

    Languages of study:

    English, French, German

    Option of a diploma bearing the distinction “Bilingual curriculum, French/English”, “Bilingual curriculum, German/English”, or “Trilingual curriculum, English/French/German”.

  • Modules and courses for the Master in Marketing

    Core courses are marked in bold.

    Main module: MAR: Marketing

    The students need to take 2 out of 6 core courses and a mini-mum of 27 ECTS at the University of Fribourg.

    • B2B Marketing
    • Customer orientation and complaint management
    • Digital Marketing Communication
    • Marketing Durable
    • Marketing Strategy
    • Product and Price Management
    • Behavioral Economics
    • Digital Commerce in B2C and B2B Markets
    • European Marketing
    • International Retail Management
    • International Services Marketing
    • Management of Innovation
    • Marketing interculturel
    • Nouveaux Trends de l’innovation

    Complementary module

    Students need to choose one of the following modules in which at least 2 core courses have to be accomplished and courses of min. 18 ECTS have to be taken:

    STR: Strategy
    • Case studies in international strategy
    • Focal Firms and SMEs in Global Value Chains
    • Fundamentals of International Management
    • Marketing Strategy
    • Markt und Strategie von Nonprofit-Organisationen
    • Strategic Value Creation
    • Advanced Topics in Decision Support
    • Digitale Transformation soziotechnischer Systeme
    • Digital Ecosystem Strategies
    • Industrial Organization
    • Intercultural Business Projects
    • Management in Emerging Markets
    • Management stratégique
    • Märkte und Strategien
    • Microeconomics of Competitiveness (MOC)
    • Strategisches Management
    • Strategisches Projektmanagement
    • Project Management & Outsourcing in a Digital Era
    • Winning Consulting Projects
    INNO-ENT: Innovation and Entrepreneurship
    • Advanced Entrepreneurship
    • Advanced Seminar in International and European Business
    • Entreprenariat
    • Innovations- und Technologiemanagement
    • Management of Innovation
    • Seminar in Social Entrepreneurship
    • Esprit et création d'entreprises & entrepreuneuriat social
    • Digitale Transformation soziotechnischer Systeme
    • Digital Ecosystem Strategies
    • Nouveaux trends de l'innovation
    • Strategic Value Creation
    DIG: Managing Digitalisation
    • Digital Commerce in B2C and B2B Markets
    • Digital Marketing Communication
    • Digitale (R)evolution – Umbruch und Kontinuität
    • Digital Value Creation
    • Digitalization and Information Systems
    • Innovations- und Technologiemanagement
    • Nouveaux trends de l’innovation
    • Advanced Seminar in International and European Business
    • Big Data Methods
    • Communication organisation et transformation digitale I & II
    • Communication, organisation et e-Business (english)
    • Digital Economy
    • Digitale Transformation soziotechnischer Systeme
    • Digital Ecosystem Strategies
    • Network Science & Economics
    • Supply Chain Management & Logistics
    DAT: Data Analytics
    • Big Data Methods
    • Databases
    • Econometric Methods and Applications
    • Machine Learning
    • Méthodes de classification
    • Policy and Impact Evaluation
    • Applied Econometrics
    • Data analysis and statistics with the R programming language
    • Inférence, évaluation et sélection de modèles
    • Machine Learning (lecture with exercises)
    • Project Seminar: Finance with R
    • Statistique bayésienne
    • Thèmes choisis de statistique multivariée
    COM: Communication 
    • Digitalisation et Communication, Séminaire 
    • Communication, organisation et transformation digitale 
    • Media Use and Effects
    • Medienrezeptions- und Wirkungsforschung, Seminare 
    • Communication stratégique, Séminaire 
    • Corporate Social Responsibility and Social Impact
    • Communication et Business 
    • Media Relations and Media Training
    • Business Communication and Strategic Communication Management
    • Mobilisation Digitale et Persuasion

    This list is indicative and non-binding. In some cases, courses may not be continued but on the other hand, new courses are added to the list. The course offer for each year and module is provided on this website: 

  • Fribourg profile

    The choice of many courses in the main module and the possibility to choose one out of five complementary modules that comprise an attractive variety of courses enable the students to personalise their course of study and to focus on specific topics of interest. The BeNeFri agreement allows students to attend additional courses at the universities of Bern and Neuchâtel. Due to the possibility to choose the module “Communication» that is offered by the Department of Communication and Media Research or the module “Data Analytics” that is offered by the Department of Economics and the Department of Informatics, the students profit from the interdisciplinary strengths of our faculty. This study programme and the multilingual study environment (courses in English, French, and German) make up a study offer that is unique in Switzerland.

  • Learning outcomes and career openings

    The university Master of Arts in Marketing is designed to optimally prepare the students for a marketing career on management level in companies or other organisations, but also in marketing research institutes or for a scientific career in the field of marketing.

    The well-founded and specialized university study programme in marketing provides the students with the important marketing concepts and methods needed for a deep understanding of how to conduct marketing analyses and how to lead decision processes in the field of marketing or marketing research of companies or market research institutes. The graduates of this study programme are highly qualified to pursue their marketing career in many different fields, e.g. as:

    • Product manager
    • Price manager
    • Sales manager
    • Communications manager
    • Market researcher
    • Head of international marketing
    • Head of customer service
    • Head of marketing strategy
    • Marketing consultant
  • Admission to the Master in Marketing
    • Holders of a bachelor’s degree awarded by a Swiss university are admitted to a master’s degree programme without any preconditions if they have earned 60 ECTS in management at the bachelor level and if they have successfully attended a course that is equivalent to the course Marketing Research offered at the University of Fribourg. Otherwise, the course needs to be attended at the University of Fribourg.
    • University bachelor in another domain or bachelor degree awarded by a foreign university:
      • Admission “sur dossier”: Each dossier will be examined. In the case of an admission, the admissions delegate can, after consulting the department of management, request the acquisition of additional knowledge. 
      • Application file: In addition to the documents required by the Office for Admissions of the University of Fribourg, the following documents need to be submitted:
        • motivation letter
        • a GMAT result for holders of a foreign Bachelor degree from outside the EU or the EFTA
      • The 60 ECTS Minor in Management of the SES Faculty, or recognised as equivalent, is required.
    • For the holders of a “Bachelor HES” in Management, candidates may be admitted to the master with a complementary programme of 30 ECTS. 

    In any particular case (e.g. foreign degrees and bachelor degrees older than 8 years), the candidate is not automatically admitted to the Master in Marketing. The admissions delegate reserves the decision of admission “sur dossier”.


  • More Information