Minor in Marketing, Digital Transformation & Entrepreneurship
How does digitalization, new technologies, and sustainability influence a firm’s marketing activities? The Minor program in Marketing, Digital Transformation & Entrepreneurship at the University of Zurich prepares students to play an active role in shaping this future. It combines academic research with practical knowledge in digital strategy, data-driven marketing, and entrepreneurial thinking.
In all modules, students learn to design innovative business models, understand consumer behavior in an increasingly digital environment, and make data-driven decisions, skills that are more essential than ever in today’s organizations.
Subject areas of the minor
The program is structured into four central subject areas:
- Marketing Fundamentals: Key principles of modern marketing and consumer behavior.
- Entrepreneurship, Innovation & Digital Transformation: How new technologies and business models transform markets.
- Sustainability: Understanding sustainability as a strategic success factor in marketing.
- Marketing Analytics: Sampling methods, data analysis, and data-driven decision-making.
Who the minor is for & How it is structured?
Target group and degree program:
- The minor is designed primarily for students from the Faculty of Business, Economics and Informatics and is, to a limited extent, also open to students from other faculties.
ECTS:
- The program requires a total of 30 ECTS
- At least 24 ECTS credits within the core elective area BWL4 (Marketing, Digital Transformation and Entrepreneurship)
- Up to 6 ECTS credits from core elective areas BWL 3, BWL 5 and BWL 6 (Personnel & Leadership, Business Analytics & Operations and Strategy, Organization & Innovation) or from the minor area MTE
Learning goals and qualification
Learning goals and qualification:
Students learn to,
- understand central concepts of marketing and their role in economy and society,
- identify chances and challenges of digitalization for organizations,
- systematically analyze consumer data and to use them for strategic decisions,
- apply their knowledge on real-world problems in marketing, entrepreneurship, and digital transformation.
Career Perspectives:
Students specializing in Marketing, Digital Transformation & Entrepreneurship at the University of Zurich (UZH) have strong professional prospects in both the private and public sectors. Common career paths include positions in brand management, market research, digital marketing, consulting, sales, product management, communication, and customer experience strategy. Many graduates begin their careers in trainee programs or junior marketing roles within international companies, Swiss corporations, or start-ups. and with professional experience often advance to leadership positions in marketing strategy or business development. UZH’s emphasis on analytical thinking, empirical research, and strategic decision-making also provides a solid foundation for academic careers. Furthermore, collaborations with industry partners enable students to gain practical experience and establish professional networks early in their studies.
The minor is linked to the degree program Business Administration. Mobility window and quality assurance are based on the regulations of the faculty.