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 masters 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 imparted, which the students apply in order to control target group-specific content in an adequate digital format via the right channels.

The skills acquired during the course of study provide students with a diverse and, above all, industry-independent professional future perspective.

Lectures are held at the Ansbach University of Applied Sciences and the Rothenburg campus in 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
Closing	Master of Arts (M.A.)
Start of studies	Winter semester
Restriction on admission	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)

Admission requirements and application to study

You can start in the Master's programme Digital Marketing in the winter semester.

You can find all information about the application HERE.

In addition, 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 Bayerische Hochschulgesetz (BayHSchG).

Teaching methodology

You study flexibly! Thanks to the blended learning mode, the master's program allows you more flexibility than a standard course of study. At the Rothenburg campus or the Ansbach University of Applied Sciences, you can attend lectures and exercises 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 controlled via the digital learning platform of the Ansbach University of Applied Sciences and you have access to 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. Furthermore, important digital skills are taught in the first semester. In the Customer Insights module, students learn how to analyze 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 conveys legal aspects of digitization in order to be able 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 deepen certain topics in the context 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 in the course of study in marketing strategy and organisation, marketing automation and personalisation as well as media ethics and various legal aspects of digital marketing enable students to have a varied and above all industry-independent future perspective. Whether in the free economy, in non-commercial organisations or public authorities, the later spectrum of activities is broad. 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 the comprehensive training: As...