China-Europe Executive Business Marketing

The markets for industrial goods and professional services are constantly in flux. This means that it is critically important for businesses to develop and maintain a company-wide climate of ongoing learning and proactiveness.
Over the past decade, China has developed into a global economic power-house. It overtook Germany and became the world's greatest exporter in 2009. Even though many Europeans find that doing business in China is still quite different from doing business with Western trade partners, many Chinese executives feel that it as a novelty to engage in economic activities in Europe.
To face these challenges from both perspectives, Freie Universität Berlin is collaborating with Peking University to offer you a new part-time executive programme: The China-Europe Executive Master of Business Marketing (China-Europe EMBM). The programme relies on more than 30 years of experience in executive management education in the business-to-business realm. Linked by over three decades of partnership, the two institutions enjoy an outstanding reputation in both Germany and China.
The China-Europe Executive Master of Business Marketing programme conveys important Sino-European business skills which will you need in order to successfully market and sell goods or services to business customers in both markets. These skills include knowledge of marketing and sales from a European perspective, basics in strategy, management, intercultural, and China/European studies as well as how to successfully do business in China.
Fully taught in English, the China-Europe EMBM programme is designed as a 16-month, part-time, distance study programme with integrated on-site seminars in Berlin and China (e.g. Beijing). The highly-flexible curriculum will offer you the opportunity to study in two of the respective continents' most important capital cities and will enable you to enhance your management competences in Sino-European contexts, strengthen your cultural sensibility and leadership skills, and help you to broaden your personal network by meeting other top executives from Europe and China.

Educational organisation

The China-Europe Executive Master of Business Marketing is a 16-month, part-time, distance study programme with integrated on-site seminars in Berlin and China (e.g., Beijing). Each of the five on-site seminars will last for one week (i.e., five working days).
The on-site seminars take place at the Freie Universität Berlin and the Guanghua School of Management at Peking University. Each of the five on-site seminars will last for one week (i.e., five working days). During the seminars, you will attend lectures that introduce you to a particular topic. Following the presentations, you will have the opportunity to put your newly acquired knowledge into practice. Working in intercultural groups with other students, you will discuss and solve case studies on a topic that has been introduced in theoretical terms. Participants practice teamwork skills, tolerance, and persuasiveness during our seminars through project work, group work, and presentations. Case studies drawn from real-world practice are used to analyse actual market situations and develop concepts that can be used as possible solutions. The programme also features a range of presentations by marketing and sales decision makers to ensure that the programme content is relevant to real-world practice.
During the distance study phases, you will receive study material in regular intervals. The study material consists of textbooks, exercises, and written assignments, which you work through on your own. Each text contains a number of examples that tie into real-world practice. Your work on the written assignments can directly benefit your professional practice even before you have completed the study programme. Your dedicated, personal study adviser will offer you support during the distance study phases.

Study abroad unit(s)

On-site seminars in Berlin (Germany) and China

Forms of assessment

Written and oral exams in accordance with the guidelines, Master's thesis
The programme consists of 60 ECTS.

Course objectives

The programme gives you a contemporary understanding of industrial marketing processes and decisions, which you can leverage as the basis for an interdisciplinary approach in your thinking and management as you interface with others. The curriculum combines intercultural studies, elements of business administration, economics, and behavioural science with your specialised knowledge from your professional experience.

Language requirements

Proof of English language skills for graduate/Master's degree programmes: CEFR: Level B2

Option A: Demonstrate your English language proficiency with proof of at least six years of English instruction in school (i.e., English as a foreign language class in high school).
Option B: Present an English test certificate (e.g. IELTS: 5.0; Cambridge Examination: FCE, CAE, CPE; TOEFL: 500 (paper-based), 170 (computer-based), or 80 (internet-based)
Option C: Demonstrate your English language proficiency by choosing and completing the video interview offered online.

Academic requirements

Prior academic degree from a university, university of applied sciences, or professional academy (no major restrictions concerning discipline), relevant professional experience (typically not less than one year after first academic degree), and proof of English language skills (e.g., proof of six years of English instruction in school, English test certificate, or online video interview)