There is a tutorial for EMS here. Simulating a permanent magnet in SOLIDWORKS with EMS by EMWorks - YouTube
At 0:53 it says to start a new Study
https://i.imgur.com/N80iTpV.png
, but I dont have a Assembly tab nor a study menu myself when I start a new project and create/load a geometry.
https://i.imgur.com/PegectL.png
However, the Assembly tab does show up when I load a EMS template file from the Startup popup screen.
What am I doing wrong for not to see the same menus?
You won't see the assembly tab unless you're working with an assembly... From looking at your screenshot you only have a part open. If you listen to the tutorial you still need to create a second part that simulates your air space around the part you are performing the study on.