Combining theoretical knowledge with practice

The Master’s Program in Marketing, Services and Communication Management (MSC) consists of a unique combination of basic managerial disciplines and market and business models of the relevant industries. With this concept, the MSC exceeds classical notions of marketing. Owing to a combination of thorough theoretical knowledge and projects with partners from practice and research, students are taught an integrated understanding both of corporate management from a customer’s viewpoint, and of customer value generation.

One central element of our course program is also constituted by partnerships and project work with companies. In an application project, students deal with a real problem in groups with the same practice partners for three semesters.

Course Overview: Student groups cooperate with companies, institutes and researchers

Semester  7th – 9th

Course plan  Compulsory subject in Master of Arts in Marketing,  Services and Communication Management

Study type  Self-study

Hours per week 3 (7th Semester) + 3 (8th Semester) + 3 (9th Semester)

7th Semester: oral presentation (3 ECTS)
8th Semester: oral presentation (3 ECTS)
9th Semester: written project report (3 ECTS)

Lecturers Sven Reinecke,  Marcus Schögel, Peter Mathias Fischer,  et al.

Group building Students select projects via personal preferences.
There are 4 – 6 students per group.

Time schedule  The time schedule for the applied research projects is individually set. Meetings with involved partners are coordinated together.

Motivation for the projects

During the Master’s program, students cooperate with companies and academics for the project work. The 2-year-project enables a long-term orientation both for the students and the companies. Students gain social competencies and are able to prepare for practice. Furthermore, some students combine the project with a potential master thesis at the end of the Master’s Program.

The main goals for students regarding the cooperation are the following: On the one hand, students can apply and extend the theoretical approaches of Customer Value in practice. On the other hand, they learn to work in a responsible way. The groups are motivated to use appropriate research methods within the cooperation.

Benefits for our partner companies

Companies that join the applied research projects benefit from many issues. Firstly, companies can manage and solve a practical challenge within the company through the long-term cooperation with the Master students (1.5 to 2 years). Students in the program work with motivation without any compensation by the companies, except for potential travel expenses. In order to give an overview, each group prepares a cost schedule (consisting of e.g. travel expenses) and hands it in to the partner company before the project starts.

Furthermore, companies can use the project for recruiting human resources. In recent projects, some companies employed team members after they had finished their Master’s degree at the University of St.Gallen due to their outstanding performance.

Finally, companies benefit from students that are motivated to cooperate in order to write their Master’s thesis at the organization voluntarily – again without any financial compensation.

Organization in brief

  • At the beginning of the semester students form groups via personal preferences
    (4 – 6 students per group)
  • Each team has a supervisor from the University of St.Gallen
  • Company partners and teams work together for 3 semesters
  • Students give presentations at the end of each semester
  • Each group hands in a written documentation at the end of the project


Until end of June 2015 Commitment of the cooperation partner to the participation in the project
Until end of July 2015 Definition of the subject that has to be addressed in the project
September 21st to 25th, 2015
(calendar week 39)
Kick-off with the students who will work on the project

(1 company representative should be present at the University of St.Gallen)

December 7th to 11th, 2015
(calendar week 50)
Final presentation in the company’s headquarter

Former projects

The following list shows some typical contents of recently completed projects. These topics always correspond to projects that lasted one semester. Please note that company partners can define a mix of three different projects (e.g. market research, communication, pricing etc.). It is furthermore possible for the cooperation partners to involve different business units into the three subprojects.

Exemplary contents of former projects:

  • Market research (customer observations, customer surveys, mystery shopping, identification of willingness to pay)
  • Development of a social media concept
  • Competitor analyses
  • Development of a multi channel concept
  • Concept for the market launch of a new product
  • Development of a point of sale concept
  • Fair audit
  • Development of a marketing concept for a particular target group (e.g. adolescents or “Golden Agers”)

Former cooperation partners


For any further information about the Applied Research Projects, please contact Prof. Dr. Sven Reinecke ( or Prof. Dr. Marcus Schögel ( If you would like to receive further information about the Master in Marketing, Services and Communication Management (MSC), please turn to the Administration Management at

We are looking forward to getting to know you.