Augsburg University

What you'll study

The programme covers fundamental marketing principles and specialist fashion modules to prepare you for work in the global apparel and lifestyle sectors. Early semesters typically introduce marketing theory, micro- and macroeconomics, accounting basics, statistics and research methods to give you a solid analytical foundation.

• Core marketing: consumer behaviour, brand management, marketing communications, pricing strategies and marketing research.
• Digital & retail: digital marketing, e‑commerce, social media strategy, retail management and visual merchandising.
• Fashion-specific: fashion product development, trend forecasting, collection planning, sourcing and supply‑chain fundamentals for textiles and garments.
• International focus: international marketing, cross-cultural management, export strategy and global retail formats.
• Practical projects: live client projects, case studies, company internships and an independent bachelor thesis or final project that applies marketing tools to real fashion business challenges.

Modules are delivered through lectures, seminars, workshops and studio-based classes. Assessment methods commonly include exams, group reports, presentations, portfolios and project work.

Entry requirements

Applicants are normally expected to hold a recognised secondary school leaving certificate qualifying for university entrance (for example Abitur or an equivalent international qualification). Where applicable, applicants from other education systems may need to provide proof of eligibility for undergraduate study in Germany or a qualifying foundation programme.

• Language: proficiency in the language(s) of instruction is required. This often means evidence of German language ability for programmes taught in German and/or English language certificates for English‑taught modules—check the specific programme language requirements.
• Subject background: prior study in business, economics, design or related subjects is advantageous but not always mandatory; motivation for fashion marketing should be demonstrated through a personal statement and, where requested, a CV or short portfolio.
• Additional requirements: some applicants may be invited to an interview or assessment to discuss motivation and suitability for the programme.

Career prospects

Graduates enter a wide range of roles across the fashion and retail value chain, with employers including global brands, fashion houses, retailers, wholesalers, agencies and start-ups. Typical job profiles include:

• Brand manager or assistant brand manager
• Marketing or communications specialist (including digital and social media)
• Merchandiser, buyer or product manager
• Retail manager and store concept developer
• Trend analyst and product forecaster
• Trade and export coordinator for international markets
• PR and influencer marketing roles within fashion and lifestyle agencies

Alumni also move into related areas such as e‑commerce, sustainability roles within fashion supply chains, or continue to postgraduate study in marketing, management or specialised fashion business programmes.

Why study at Augsburg University

Studying at Augsburg gives you access to a university environment with a strong regional connection to Bavaria’s creative and commercial industries while remaining close to larger fashion and media centres. The institution emphasises applied learning and collaboration with companies, offering project work and internships that link classroom theory to industry practice.

• Applied orientation: practical projects, internships and industry collaborations help build a professional portfolio and workplace experience.
• Interdisciplinary resources: students benefit from contacts across business, design and media disciplines, useful for multidisciplinary careers in fashion.
• Career support: university career services provide guidance on internships, job applications and entrepreneurship for those who want to launch fashion ventures.
• Location advantages: proximity to regional fashion, retail and logistics networks enables guest lectures, company visits and local internship opportunities.

Overall, the programme is suited to students aiming for commercially focused, internationally minded careers in the fashion and lifestyle sectors who want a blend of marketing rigour and creative industry knowledge.