Digital Marketing FT

Digital Media Professionals

Societies and their markets are undergoing profound changes on account of the emergence of new media. Communication conveyed through media permeates daily life. Companies as well as consumers react to the new communicative environment offered by digital and social media such as TikTok, Instagram and the like combined with conventional media channels. Graduates of digital marketing constitute an increasingly important interface between companies and the individualized public within a knowledge society that is increasingly shaped by digital communication: Professional media usage is becoming indispensable for company success.

Core Skills Marketing, Communication & Web Technology

The full-time master study program is intended for full-time students 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.

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. 

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