In 2004 University of Applied Sciences Darmstadt in Germany decided to deveolp a part time MBA programme in addition to its longtime successful part time Bachelor programme in International Business Administration. At that time many business schools in germany started new MBA programmes and it was a challenge to find an appropriate positioning for the new programme. One of the goals was to sell the programme not only on the national but also on the international market. The programme has been launched in 2006 and relaunched in 2012. In the presentation the process of developing, positioning and selling the new programme national and international will be described. There will be a focus on developing a mission, the curriculum, cultural differences of potential international students and their demands to an MBA programme. Also internal and external challenges of managing such a new programme will be discussed.