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Graduates' professional profiles

Graduates of the Digital Marketing Master's degree program have a wide range of professions from which to choose. However, dividing these professions into separate industries is difficult. Professionals in the fields of marketing, advertising, communications and public relations are needed and used by institutions and businesses of all sorts of business sectors – especially in the service sector. While this is not news, the various fields – especially in their online form – are increasingly merging with each other because of the social and technological changes leading toward a technology-supported media society.

Core industries for our graduates are:

  • Leisure, culture and sports industry 
  • Tourism 
  • Catering and hotel industry 
  • Trade
  • Education
  • Media industries 
  • Advertising, marketing and communications 
  • Market research and consulting
  • Information and communication technologies 
  • Creative industries

In addition to the industries mentioned above, the job market offers many other opportunities for Digital Marketing Master’s graduates. For one, SMEs are increasingly likely to have business-internal marketing, communications or creative departments looking to employ primarily people with relevant online skills, project management and team leading experience. Thus, many opportunities open up to our graduates in the west of Austria despite the fact that this region is characterized - from an economic point of view - by a rather compartmentalized structure. In addition, the increasing importance of internal and external business communication through traditional but also web-based media of any sector is leading to a market where, upon graduation, fully trained marketers can enter institutions and businesses of all sizes. Finally, large production firms, such as Daimler Chrysler, service providers, like Google, and retail businesses, such as H&M. All of them, as well as regional SMEs, GOs, NGOs, agencies and stakeholders, are looking for qualified graduates.


Through management training, the Digital Marketing Master's degree program prepares graduates to take various (managerial) positions in all sorts of departments and agencies. Some of the examples listed below are, according to the German newspaper Frankfurter Allgemeine, most often listed as vacant positions on German-language job portals.

  • Marketing manager 
  • Communications manager 
  • Brand manager 
  • Web-project manager
  • E-business manager
  • Social media manager
  • Customer relationship manager 
  • Project manager for a marketing/IT interface
  • Consultant for business digitization 
  • App manager
  • Key account manager
  • Media and communications consultant 
  • Media developer 
  • Media skills trainer/consultant 
  • Production and project manager
  • Digital unit manager

The interdisciplinary and broad management training that students receive in the Master's program at the Kufstein University of Applied Sciences allows them to take on any task in traditional and digital marketing. Examples of potential tasks are strategy development, budgeting, campaign planning, media production and planning, as well as in controlling. They will be able to carry out performance assessment of any marketing initiative in accordance with business plans of any given company or contracting organization.

The degree program's economic and technical orientation as well as the integration of the engineering Master's degree program, the Web Communication & Information Systems enables graduates to mediate between and lead projects and work in fields relying on the delicate interface of business management, business communications and IT. These skills are becoming increasingly fundamental both for external business communication (i.e., web and social media presence, online advertising, SEM) and internal business communication (e.g., in change management in the context of a a content management system transition).

Through intensively exploring the technical and design-related possibilities of audiovisual media, as well as learning about the risk from a consumer-behavioral perspective, graduates are equipped to work in the fields of cross-media production and multiscreen marketing in strategic, controlling or operative positions. Through the management training included in the Master's degree programs, graduates can also take on management positions and executive functions.