This English-taught, FGU-supported specialisation combines in-depth study of marketing and service management with a strong focus on digitalisation and innovation. Graduates receive two master’s diplomas—a Master of Science in Business Administration from the Catholic University of Eichstätt-Ingolstadt (WFI) and a Diplôme de Master in International Marketing of Innovation from Toulouse School of Management—preparing students to lead customer experience and service design initiatives in increasingly digital organisations.
The programme is fully integrated between the German and French partner universities: students spend approximately half their studies in France and study alongside French cohorts at both campuses. This continuous binational classroom experience fosters advanced language skills in English, French and German beyond what is typically achieved during a single exchange semester. Over four semesters, the curriculum blends theoretical and practical modules and culminates in a six-month internship in a francophone country paired with the Master’s thesis.
Graduates are ready for senior roles such as product manager, customer experience manager, e‑marketing manager, community manager, or E‑CRM manager, and the programme’s research components also allow progression to PhD studies.
Key facts and programme requirements
Study begins with the first semester at the partner university in Toulouse, followed by two semesters at the Ingolstadt School of Management (WFI) on the Ingolstadt campus of KU Eichstätt‑Ingolstadt. The fourth semester is devoted to the Master’s thesis, which can be written in collaboration with a company. As part of the programme you also complete an internship in France or another French‑speaking region (for example Romandy, Canada or Africa), giving practical, international experience and the option to deepen industry contacts across different markets.
Core teaching across the first three semesters focuses on digital marketing and service management, with digital transformation as a recurring theme. Required modules build foundational skills in customer experience, CRM, market analysis and strategic planning, while courses on innovation and creativity teach how to design and evaluate new services. Learning formats include lectures, exercises, practical projects and research seminars; group work, market simulation games and challenge‑based innovation projects provide hands‑on practice and teamwork experience.
In semesters two and three at WFI you select elective modules totalling 30 ECTS from a wide pool across the faculty’s other specialisations (Entrepreneurship, Business Analytics & Operations, Finance, Corporate Management). This flexibility lets you tailor the degree to your career interests—whether deepening analytical capabilities, studying operations, or focusing on management and finance topics—before moving on to a practice‑oriented thesis project.
Key learning outcomes include the ability to analyse markets and customer behaviour in digital contexts, design and evaluate service experiences (including return on service design), manage CRM and sustainable marketing initiatives, and lead innovation in teams and organisations. Graduates will also have practical project experience, cross‑cultural internship exposure, and the option to connect their thesis to industry practice.
Requirements and key modules
Admissions overview
This Master of Science track expects applicants to hold a first university degree in business studies, business administration, economics, or a closely related field from a German or foreign university. Note that the programme includes a compulsory study period at the Toulouse School of Management (France). This is an MSc programme (not an MBA) and intake is limited to 10 places in total, including international students. Applicants with Indian educational certificates must already supply an APS (Academic Evaluation Office) certificate at the time of application; APS offices also exist for China and Vietnam, and applicants with prior study in China, Vietnam, India or Mongolia should be prepared to provide the appropriate APS documentation.
Selection looks at academic qualifications, language skills and relevant experience. You will need to provide certified copies (and translations into German, English or French) of key documents, transcripts showing your degree average and the official grading scale for conversion to a German grade, a concise one‑page statement of purpose in German or English, and evidence of any study/work abroad, internships, programme‑related employment, or voluntary work where applicable. A downloadable brochure with frequently asked questions about studying in Germany and practical matters is provided by the university for applicants.
Key admission requirements (bullet points)
Academic qualification
Number of places
Programme structure note
APS (Academic Evaluation Office) certificate
Language requirements
Experience and extracurriculars (if applicable)
Statement of purpose
Documents to submit (originals or certified true copies, plus German/English/French translations where required)
Practical note
Winter Semester (International)
15 May 2026
Winter Semester (EU/EEA)
15 May 2026
Graduates are prepared for roles in digital marketing and service management such as product manager, customer experience manager, e‑marketing manager, community manager and E‑CRM manager. The programme’s focus on digitalisation, customer experience and innovation equips students to lead customer‑centric initiatives in companies undergoing digital transformation, particularly in firms operating in or with francophone markets.
Because the curriculum combines theoretical foundations with practical projects and a mandatory six‑month internship, alumni are attractive to industry employers while retaining the option to pursue research: the degree also provides a pathway into PhD programmes for those interested in academic careers.
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