Who this German-taught online BA suits – and what you need to get in

This programme fits you if you want an international Bachelor while studying fully online from abroad and can work in German. Typical profiles include: 1) a marketing or CRM coordinator aiming to formalise experience with a state-accredited 180 ECTS degree; 2) a junior UX, content or social media professional wanting structured skills in customer journey, analytics and CX; 3) a career changer from sales or customer service targeting roles in Customer Experience, CRM or e-commerce. There are no mandatory on-site sessions; exams and teaching run online, so you can study from anywhere.

Admission requirements

You can start year-round. Formal entry routes for the German-taught track:

• With school-leaver qualifications: General or subject-specific higher education entrance qualification (Abitur) or university of applied sciences entrance qualification (Fachhochschulreife).
• With international school diplomas: Admission after an equivalence check (e.g., via Anabin) of your secondary qualification such as the IB Diploma or other foreign credentials.
• Without Abitur (professional route): Master craftsperson certificate; an advanced vocational qualification (e.g., IHK Fachwirt/in); or a recognised ≥2-year vocational training plus ≥3 years full-time work experience. For vocational training completed in the EU (outside Germany), equivalence at DQR level 4 is required.
• Language for the study programme: German (materials, exams, support).

Required German proficiency (B2 CEFR) – provide one of:

• TestDaF (TND3) with at least 3 points in all sections
• DSH (DSH-1)
• telc Deutsch B2
• ÖSD B2

The language certificate must be valid at the start of studies (typically issued within the last five years). The university may accept other B2 German certificates at its discretion.

Personal requirements

Studying remotely from abroad demands consistent routines and realistic planning. Expect around 20–40 hours per week depending on your time model (approx. 20 h in extended part-time, 30 h in part-time, 40 h in full-time). You will work through digital scripts, videos and projects and schedule online exams independently.

• Strong self-organisation and perseverance across 6 semesters (180 ECTS).
• Comfort with reading and writing in German at B2 level for academic tasks and exams.
• Reliable internet, quiet exam setting, and time-zone planning for live elements when chosen.
• Basic quantitative and digital skills help for modules like web analytics and data-driven marketing; you will build these further during the course.

If you balance a job, plan buffer time before exams, break modules into weekly goals, and use tutoring and study coaching early. This keeps your workload sustainable and helps you finish on schedule.

What will you study in the Customer Centricity (B.A.) at IU International University?

This programme is taught in German (Deutsch). For admission to the German-taught track you need proof of German at roughly B2 level, accepted certificates include TestDaF (min. 3 in all parts), DSH-1, telc Deutsch B2 or ÖSD B2. The degree comprises 180 ECTS over six semesters.

You study Customer Centricity as a Fernstudium (distance learning) at a state-recognised private Fachhochschule (university of applied sciences). The curriculum builds your foundation in consumer research, data-driven decision-making and change, with applied projects each semester and a final Bachelor’s thesis.

Customer insight and psychology: You start with consumer behaviour and brand management in an international context, then move into digital consumer psychology and market psychology. You learn Introduction to User Research and apply it in projects such as Customer Journey and Sustainability from a Consumer Perspective.

Data, analytics and digital marketing: From Customer-Centred Data, Web Analytics and Business Intelligence to Data-Driven Marketing and Digital & Mobile Campaigns, you learn to measure, interpret and optimise experiences across touchpoints, culminating in the applied Marketing Analytics project.

Experience design and storytelling: You cover User Experience, Design Thinking and Storytelling to turn insights into product and content concepts that resonate with users and strengthen brands.

Transformation and ways of working: Modules such as Customer-Centric Transformation, Change Management, Agile Project Management, Collaborative Work and Introduction to New Work prepare you to drive customer focus across teams and processes.

Electives for specialisation: You choose three electives (Wahlpflicht A–C) to shape your profile, for example E-Commerce, Content Marketing and Go-to-Market, Community Management, User Testing & Evaluation, Growth Hacking, Big Data & Data Protection (for non-technical programmes), AI Specialist, UX/UI Design, Social Media Ads & Campaigns or Entrepreneurial Management.

Practice and completion: Every semester contains hands-on projects; there is a dedicated seminar on the customer-centric organisation. You complete the programme with your Bachelor’s thesis. The distance course is approved by the ZFU (the German state authority approving distance-learning courses), admission no. 1157423.