Study overview


The Master's programme in Digital Marketing (DIM) aims to train full-stack digital marketers. A full stack digital marketer masters all or the most important disciplines of his or her subject and can implement digital 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 formDIM
Type of studyfull time
Standard period of study3 semester
AwardMaster of Arts (M.A.)
Start of studiesWinter semester
Admission restrictions  specific
Lecture locationRothenburg, Blended Learning
Language of instructionGerman and English
Course management Prof. Dr. Carolin Durst
Student advisory service

Prof. Dr. Alexander Piazza

Student Servicesstudierendenservice.dim(at)

Admission requirements and application to study

Our Master's programme in Digital Marketing always starts in the winter semester.

You can find all information about the application HERE.

The prerequisite for an application is a successfully completed comprehensive university degree in a relevant degree programme (in the field of media, business administration or business informatics) or an equivalent domestic or foreign degree.

In addition, the individual suitability for the degree programme is determined on the basis of various criteria. Applicants must submit a curriculum vitae in table form and a sample of their work (see FAQ).

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, 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 & Data Science module, students learn how to analyse and understand customer needs using data analysis 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 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….

  • Digital Marketing Manager
  • Inbound Marketing Manager
  • Content Marketing Manager
  • Social Media Manager
  • SEO/SEA Manager
  • Digital Analyst
  • Digital Product Owner


Which Bachelor's degree programme can I apply with?

Study programmes that build on fundamentals from the fields of media, business administration or business informatics.

These include, for example, tourism management, communication design, intercultural management, strategic management, media management, multimedia and communication.

What exactly does admission to the degree programme look like?

After all applications have been received, the individual suitability of all applicants is determined by an examination board. The prerequisite for participation in the procedure for determining the degree programme-specific suitability is a complete application in due form and time and proof of the qualification requirements. Applicants who fulfil the requirements will be admitted to the application procedure. In the course of the procedure to determine the suitability for the specific degree programme, the submitted documents are reviewed and evaluated according to the following scheme:

 Audit componentHighest achievable score
1Overall examination result from the undergraduate Bachelor's, Diplom, Magister degree (first degree)

1,0 = 70

1,1 = 68

1,2 = 66

1,3 = 64

1,4 = 62

1,5 =  60

1,6 = 58

1,7 = 56

1,8 = 54

1,9 = 52

2,0 = 50

2,1 = 48

2,2 = 46

2,3 = 44

2,4 = 42

2,5 = 40

2,6 = 38

2,7 = 36

2,8 = 34

2,9 = 32

3,0 = 30

3,1 = 28

3,2 = 26

3,3 = 24

3,4 = 22

3,5 = 20

3,6 = 18

3,7 = 16

3,8 = 14

3,9 = 12

4,0 = 10


Work sample:
A sample of work written independently by the applicant in English (max. 3000 words) on a topic specified by the examination committee with reference to the contents of the Master's degree programme in Digital Marketing.
Digital Marketing (the topic will be announced on the website of the Master's programme DIM at the beginning of the application period).

The evaluation criteria for the work sample are:

  • Comprehension of the task and thematic delimitation (at least 6 points necessary, maximum 8 points possible).
  • Quality of the results (at least 6 points required, maximum 8 points possible)
  • Scientific foundation (at least 4 points required, maximum 5 points possible)
  • Form and structure (at least 4 points required, maximum 5 points possible)
Maximum 26 points

The suitability of an applicant is given when 60 points have been achieved, of which at least 40 points must come from Part 1 (overall examination result).

It is assumed that this gives the average applicant access to the Master's programme.

Further information on the achievable scores for the individual examination components can be found in the valid SPO.


Can I apply with a Bachelor's degree of 180 ECTS?

Yes, however, the missing credit points (ECTS) must be made up from the range of courses offered by Ansbach University of Applied Sciences.

Admission is subject to the resolutory condition that the proof of the missing ECTS points is provided within one year after commencement of studies (Art. 43 Para. 5 Sentence 3 BayHSchG), otherwise the enrolment expires.

At the beginning of the Master's programme, the Bachelor's degree must have been acquired in full.

The Master's programme is a full-time programme.

The Master's programme is a full-time programme.

The self-study phases are very intensive and demanding.

In order to successfully complete the programme, attendance at the lectures is mandatory.

Work part-time: Yes.

Complete the programme while working: No.

Is knowledge of English required and if so, at what level?

Individual modules in the Master's degree programme may be offered in English. Therefore, sufficient knowledge of the English language must be proven by a language certificate corresponding to level B2 according to the Common European Framework of Reference for Languages. This proof is usually provided by English language skills at A-level (=(subject) A-level certificate). No further proof is required apart from the Abitur certificate.



Prof. Dr. Carolin Durst

Prof. Dr. Carolin Durst – Studiengangsleiterin Digital Marketing (DIM)

Studiengangsleiterin Digital Marketing (DIM)


  • Vizepräsidentin
  • Studiengangleiterin Digital Marketing (DIM)
  • Wissenschaftliche Leitung Campus Rothenburg
  • Mitglied Fakultätsrat Wirtschaft


  • Digital Marketing
  • Marketingstrategie
  • Content Marketing
  • B2B Marketing

Daniela Frank-Müller

Daniela Frank-Müller – Studiengangassistenz (IKM, DIM)

Studiengangassistenz (IKM, DIM)


  • Studiengangassistentin Interkulturelles Management (IKM)
  • Studiengangassistentin Digital Marketing (DIM)
  • Verwaltung und Organisation Studienzentrum Rothenburg (ROT)
Prof. Dr. Alexander Piazza – Professor Digital Marketing (DIM) / Studienfachberatung Digital Marketing (DIM)

Prof. Dr. Alexander Piazza

Professor Digital Marketing (DIM) / Studienfachberatung Digital Marketing (DIM)

0173 2611472 ROT 1.05 (Hornburgweg 26, 91541 Rothenburg o.d.T.) nach Vereinbarung vCard

Prof. Dr. Alexander Piazza

Prof. Dr. Alexander Piazza – Professor Digital Marketing (DIM) / Studienfachberatung Digital Marketing (DIM)

Professor Digital Marketing (DIM) / Studienfachberatung Digital Marketing (DIM)


  • Professor Digital Marketing (DIM)
  • Studienfachberatung Digital Marketing (DIM)
    Professor Interkulturelles Management (IKM)


  • Social Media Marketing & Analytics
  • Data Science & Customer Insights
  • Analyse unstrukturierter Daten (Text Analytics, Image Analytics)
  • Produktempfehlungssysteme und personalisierte Kundenansprache
  • Search Marketing


  • Seit 2021: Professor für Digitale Kommunikation und Angewandte Künstliche Intelligenz an der Hochschule Ansbach
  • Seit 2018: Senior Data Scientist bei der adidas AG
  • 2018: Promotion zum Thema: „Fashion product recommendation - The predictive power of consumer and product attributes derived from Big Data” (Dr. rer. pol.)
  • 2011 bis 2017: Externer Doktorand bei der adidas AG in den Bereichen IT-Innovation und Digital Analytics
  • 2011 bis 2017: Wissenschaftlicher Mitarbeiter am Lehrstuhl für Wirtschaftsinformatik, insbes. im Dienstleistungsbereich an der Friedrich-Alexander-Universität Erlangen-Nürnberg
  • 2008 bis 2011: Masterstudium Internationale Wirtschaftsinformatik (M.Sc.)
  • 2005 bis 2008: Bachelorstudium Computational Engineering (B.Sc.)
  • 1999 bis 2002: Berufsausbildung zum Fachinformatiker für Anwendungsentwicklung (IHK)


Florian Diener, M.A.

Florian Diener, M.A. – Wissenschaftlicher Mitarbeiter (IKM, DIM)

Wissenschaftlicher Mitarbeiter (IKM, DIM)


  • Wissenschaftlicher Mitarbeiter Studienzentrum Rothenburg (ROT)
  • Wissenschaftlicher Mitarbeiter Interkulturelles Management (IKM)
  • Wissenschaftlicher Mitarbeiter Digital Marketing (DIM)
  • Digital Instructor Servicecenter für digitale Lehre und Didaktik (SDL)
Ralph-Peter Kappestein – Leiter Studierendenservice der School of Business and Technology (SBT)

Ralph-Peter Kappestein

Leiter Studierendenservice der School of Business and Technology (SBT)

0981 4877-143 BHS 3.02 (Brauhausstraße 15, 91522 Ansbach) nach Vereinbarung vCard

Ralph-Peter Kappestein

Ralph-Peter Kappestein – Leiter Studierendenservice der School of Business and Technology (SBT)

Leiter Studierendenservice der School of Business and Technology (SBT)


  • Leiter Studierendenservice der School of Business and Technology (SBT)
Prof. Dr. Wolf Knüpffer – Professor Digital Marketing (DIM)

Prof. Dr. Wolf Knüpffer

Professor Digital Marketing (DIM)

0981 4877-366 92.1.5 Mittwoch 16.00-17.00 Uhr vCard

Prof. Dr. Wolf Knüpffer

Prof. Dr. Wolf Knüpffer – Professor Digital Marketing (DIM)

Professor Digital Marketing (DIM)


  • Studiengangsleiter Wirtschaftsinformatik (WIF)
  • Studiengangsleiter Datenschutz und IT-Sicherheit (DIS)
  • Studienfachberatung Wirtschaftsinformatik (WIF)
  • Studienfachberatung Datenschutz und IT-Sicherheit (DIS)
  • Professor Künstliche Intelligenz und Kognitive Systeme (KIK)
  • Professor Angewandte Künstliche Intelligenz und Digitale Transformation (KDT)
  • Professor Digital Marketing (DIM)
  • Mitglied Senat und Hochschulrat
  • Mitglied Fakultätsrat Wirtschaft


  • Internet- und Web-Technologie
  • Mobiles Equipment
  • Geschäftsprozessmanagement
Prof. Dr. Jens-Henrik Söldner – Professor Digital Marketing (DIM)

Prof. Dr. Jens-Henrik Söldner

Professor Digital Marketing (DIM)

0981 4877-364 92.1.6 nach Vereinbarung vCard

Prof. Dr. Jens-Henrik Söldner

Prof. Dr. Jens-Henrik Söldner – Professor Digital Marketing (DIM)

Professor Digital Marketing (DIM)


  • Professor Datenschutz und IT-Sicherheit (DIS)
  • Professor Wirtschaftsinformatik (WIF)
  • Praktikumsbeauftragter Wirtschaftsinformatik (WIF)
  • Professor Digital Marketing (DIM)
  • Mitglied Fakultätsrat Wirtschaft

Valentina Maglieri, M.A.

Valentina Maglieri, M.A. – Operative Projektleiterin Pixel Campus

Operative Projektleiterin Pixel Campus


  • Operative Projektleiterin Pixel Campus

Fabian Tremel, M.A.

Fabian Tremel, M.A. – Operativer Projektleiter Pixel Campus

Operativer Projektleiter Pixel Campus


  • Operativer Projektleiter Pixel Campus