Digital Marketing PT
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Digital Marketing PT

Master's degree program

Profile of the program

This degree program is taught primarily in German.

The Master's program in “Digital Marketing”, studied part-time in parallel with employment, concentrates on building competence at the interface of marketing, creativity & web combined with social competences and the acquisition of leadership qualities.


  • Innovative and cutting-edge focal points such as omnichannel, content marketing, social media and generative AI
  • Individual choice of specializations
  • Practice-based projects in the field of marketing, online media and integrated communication
  • Top lecturers from business and research
  • Best career prospects thanks to the combination of marketing, management & technology

Vocational fields

  • Marketing & communications manager
  • Digital brand & content manager
  • Social media manager
  • Customer experience manager
  • Media and communication consultant
  • SEO/SEA manager
  • Omnichannel manager

Emphasis of studies

  • 37 % Marketing & Web technology
  • 20 % Management competences & reflection skills
  • 26 % Independence & problem-solving skills
  • 17 % Individual specialization

Digital media professionals

New media are bringing wide-ranging changes to societies and markets. Media-based communication pervades everyday life. Companies as well as consumers respond to the new communicative environment created by blogs and social networks like TikTok, Instagram or others, combined with conventional media channels. In this knowledge society, under the rising influence of digital communications, graduates in Digital Marketing form the increasingly important interface between companies and individual members of the public: professional use of media is indispensable to business success.

Core competences in marketing, communication & web technology

The Master’s degree program is addressed to people in employment with a with a strong interest in marketing and a pronounced technological affinity. Focal points consist in business-related training with focus on digital marketing management as well as a well-founded knowledge of media and technological developments in communication. Important aspects include user-centered cross-media production of content within the context of successful content marketing involving generative AI, suitable social media deployment and the sensible integration of various channels in an omnichannel marketing strategy. Graduates are optimally prepared for leadership positions due to their comprehensive knowledge in the core areas of digital marketing – combined with leadership-relevant social skills and practical project management abilities acquired through company projects. Study times (Friday afternoon and Saturday) are optimally tailored to the requirements of employed students.

Application of artificial intelligence

AI applications, tools and methods are currently revolutionizing the markets and offering companies new opportunities to drive innovation and efficiency and thereby increase their competitiveness. The Digital Marketing degree program in particular focuses on the use of Generative Artificial Intelligence in the areas of content creation, market segmentation and marketing strategy. This encourages students to develop creative, analytical and strategic skills and helps them to stand out on the job market with a professional, up-to-date profile.

Recognition of prior learning

Students have the opportunity to have courses credited to them with previously acquired competencies before the start of the respective semester. The crediting is done by an application directly to the director of studies. 



4 semesters

Qualification rewarded

Master of Arts in Business (MA)

Language of instruction

79 % German, 21 % English

Semester abroad

Supervised one-week study trip in the 3rd semester**


Euro 363.36* (excl. Student Union-fees) each semester

Organisational form


Places per year


* Information for third country students
** Travel expenses for the semester abroad are to be covered by the students themselves or are supported by a grant.

Admission requirements:

Level of qualification:
second cycle, master