First Semester at keystone Global Careers

Leadership & Sustainability

  • Leadership as part of normative, strategic and operative business management and in the context of diversity management
  • Leadership styles, techniques and instruments
  • Ethics and sustainability

Decision Focussed Management

  • Traditional decision theory
  • Management decisions from a psychological perspective
  • Decisions in a strategy context

Digitalization in Marketing

  • Big Data
  • Online Marketing
  • Social Media & Mobile Marketing

Advertising & media Psychology

  • Media use
  • Psychological media impact
  • Psychological models of advertising impact

Market research

  • Advertising, product and price design
  • Brand psychology and brand relations
  • Customer satisfaction and loyalty
  • Meaning of market research
  • Market research methods

Second Semester at keystone Global Careers


  • Fundamentals of CRM
  • Customer Satisfaction
  • Customer Loyalty and Customer Loyalty Management
  • Customer Value
  • Analytical CRM Implementation


  • Development and conception of systems in E-Business
  • Processes in E-Business
  • Management in E-Business

Communication & Digital Media

  • Channels of perception and their significance for communication
  • Communication Models
  • Integrated Corporate Communications
  • Public Relations
  • Brand Management

Marketing & Communication Planning

  • Phases of Marketing Planning
  • Communication Concept
  • Determination of the communication budget
  • Measurement of the communication effect
  • Public Relations


  • Fundamentals in listening, reading, writing and speaking
  • Basic grammatical skills
  • Application in situations of everyday life

Third Semester at FOM Hochschule

International Marketing Management

Quantitative Data Analysis

Advertising & digital Communication Campaigns (Project)

Scientific Methods in Marketing & Sales Research

  • Selection of methods in marketing and sales research
  • Preparation of an exposé in preparation for the Master's thesis

Empirical Research Project

Applied Project I

Fourth Semester at FOM Hochschule

Master Thesis

Applied Project II