Digital Marketing FT
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Digital Marketing FT

Master's degree program

Profile of the program

This degree program is taught primarily in German.

The master study program Digital Marketing focuses on establishing skills at the interface of marketing, creativity & web technology combined with social skills and the conveyance of leadership qualities.


  • Innovative and cutting-edge focal points such as omnichannell, content marketing, social media and generative AI
  • Individually selectable electives
  • Practical projects in the area of marketing, online media and integrated communication
  • Top teaching staff from industry and science
  • Optimal career opportunities due 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

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. 



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