Digital Marketing

Study overview

Presentation on Influencer Marketing by students

The master's degree program in Digital Marketing (DIM) aims to train full-stack marketers. A Full Stack Marketer is proficient in all or the most important disciplines of his or her field and can implement marketing projects from A-Z without outside help.

The course is therefore aimed at prospective students who want to understand and implement modern marketing. In three semesters of standard study time, strategic and operative digital marketing knowledge is taught, which the students apply in order in order to deliver target group-specific content in the appropriate digital format via the right channels.

The skills acquired during the course of study provide students with diverse professional future prospects which, most importantly, are not limited to a specific industry.

Lectures are held at Ansbach University of Applied Sciences and the Rothenburg campus in a blended learning format, a mix of online study and classroom lectures. This format allows students increased flexibility.

Short form	DIM
Type of study	full time
Standard period of study	3 semester
Award	Master of Arts (M.A.)
Start of studies	Winter semester
Admission restrictions	specific
Lecture location	Ansbach, Rothenburg, Blended Learning
Language of instruction	German
Course management	Prof. Dr. Carolin Durst
Student advisory service	Prof. Dr. Carolin Durst
Student Services	Ralph-Peter Kappestein

Course flyer (German)

The module guide (German)

Admission requirements and application to study

You can begin in the Master's programme Digital Marketing in the winter semester. As for all courses, timely application via the online applicant portal is required for this Master's programme. Please note that the standard deadlines are cut-off dates. Your application must therefore be received by the end of the last day of the respective deadline (May 2 - July 15) at the latest.

You can find all the information on how to apply HERE.

A successfully completed comprehensive university degree in a relevant field of study (media, business administration or business informatics) or an equivalent domestic or foreign degree is required, as well as an overall examination result of at least 2.5.

Applicants to Bavarian universities of applied sciences are subject to the Bavarian Higher Education Act, Bayerische Hochschulgesetz (BayHSchG).

Teaching methodology

Flexible study! Thanks to the blended learning mode, the master's program allows you more flexibility than a standard course of study. At Rothenburg campus or Ansbach University of Applied Sciences, you can attend lectures and tutorials for a few days each semester, take advantage of counselling services or simply drop by to study - whether alone or with fellow students*. Between lectures, you will be able to organise your time flexibly to a large extent. The courses are managed via the digital learning platform of the Ansbach University of Applied Sciences and you can access your learning content at any time - also via an app.

The advantages of online studies (high flexibility, individual time management) are didactically combined with the advantages of face-to-face lectures (practical exercises, social exchange) in a meaningful way.

The Master's degree in Digital Marketing thus offers state-of-the-art methods of digital university teaching for people with a high need for individual time management.

Study structure

In the first semester, students learn the basics of digital marketing and marketing strategy and work towards the responsible use of digital media. In addition, important digital skills are also taught in the first semester. In the Customer Insights module, students learn how to analyse and understand customer needs using Big Data Analytics and Design Thinking methods. In the Digital Content Creation and Corporate Websites & Apps modules, the focus is on creating digital content and owned media. In the second semester, the course covers legal aspects of digitization in order to enable students to make legally sound marketing decisions. The topics of marketing automation and search engine marketing are also a central part of the course. In order to optimally prepare students for their future professional life, the practical project "Digital Marketing Campaign" is planned for the second semester in cooperation with agencies and companies. After the practical project in the second semester, the third semester offers the opportunity.to explore certain topics in greater depth as part of the master's thesis.

You will complete the master's programme in three semesters. Upon successful completion you will be awarded the internationally recognized academic degree Master of Arts (M.A.).

Job profile

The knowledge acquired during the course in marketing strategy and organisation, marketing automation and personalisation as well as media ethics and various legal aspects of digital marketing provide students with a diverse future prospects which are, most importantly, not restricted to any particular industry. Whether in the free economy, in non-commercial organisations or public authorities, the scope of future activities is wide-ranging. Within this framework, the graduates* are well equipped to work not only for global corporations but also for small and medium-sized companies thanks to their comprehensive training, as….