Master's Degree in Online & Digital Marketing in Germany

Program Overview

The CBS Master's in Digital Marketing equips students with the knowledge and skills to excel in the rapidly evolving field of digital marketing. The program covers topics such as online advertising, social media marketing, influencer marketing, big data analysis, and campaign measurement. Graduates are prepared for careers in digital marketing management positions within international corporations, agencies, and ad-tech companies, or to launch their own successful businesses.

Program Outline

Degree Overview:

(English-taught)

The CBS Master's in Digital Marketing equips students with the necessary knowledge and skills to excel in this rapidly evolving field. It addresses the growing need for expertise in digital media integration within modern marketing strategies. The program's objectives include:

• Mastering effective strategies for optimizing online advertising campaigns.
• Leveraging social media platforms like Facebook and Instagram to precisely target the right users.
• Effectively analyze and exploit big data and targeting methods.
• Measuring campaign success with meaningful goal setting.
This Master's program provides a comprehensive and practical education for individuals seeking careers in digital marketing management positions within international corporations, agencies, and ad-tech companies.
• Semester 1
| Course Title | ECTS Credits | Description | |---|---|---| | Strategic Analysis & Management | 3 | Covers strategic reasoning, competitive advantages, strategic decision-making, and various strategic options. | | Innovation Management & Digital Transformation | 3 | Explores the drivers, facilitators, and challenges associated with digital transformations. Introduces students to the digital organization, industry 4.0, and leadership needed in this changing landscape. | | Digital Marketing and Modern Growth Concepts | 3 | Examines various growth models, key drivers, ethical concerns, and tools for growth hacking and experimentation in the digital space. | | Advanced Brand Management | 3 | Provides an in-depth understanding of brand identity systems, positioning strategies, brand equity, digital branding, and brand extensions. | | Search Engine Marketing | 3 | Covers various SEO and SEA tactics, content marketing strategies, and Google Analytics usage. | | Social Media Marketing and Monitoring | 3 | Explores social media marketing fundamentals, influencer marketing, platform optimization, brand reputation management, and monitoring tools. | | Advanced Negotiation & Influencing Skills | 2 | Enhances negotiation skills through advanced strategies and tactics, opponent profiling, and persuasion techniques. | | Language & Communication Skills | 2 | Focuses on professional communication, academic writing, and critical analysis skills. |
• Semester 2
| Course Title | ECTS Credits | Description | |---|---|---| | Customer Conversion and Retention | 3 | Teaches customer lifetime management strategies, value creation tactics, loyalty program methodologies, and the impact of referrals on customer conversion and retention. | | Monetization and Pricing in Digital Marketing | 3 | Explores value-based pricing models, revenue streams, strategic pricing approaches, and monetization strategies for different contexts, such as SaaS and subscriptions. | | Business Project | 6 | Provides an opportunity to apply theoretical knowledge to a real-world business scenario in the field of digital marketing, requiring teamwork, analytical thinking, and strategic decision-making. |
• Semester 3
| Course Title | ECTS Credits | Description | |---|---|---| | Business Elective | 3 | Allows students to personalize their learning by choosing an elective focusing on specific business topics. | | Interdisciplinary Elective | 3 | Allows students to broaden their knowledge by choosing an elective outside their specialization. | | Business Simulation Game | 3 | Offers a hands-on learning experience through a business simulation, where students manage virtual companies and make real-time strategic decisions. | | Integrative Case Studies | 3 | Guides students through a comprehensive review of the program curriculum through case analysis, encouraging critical thinking and problem-solving skills. | | Venture Lab | 4 | Promotes entrepreneurial mindset and venture creation by focusing on discovering opportunities, building business models, developing business plans, and seeking financing options. | | Content Creation and Storytelling | 3 | Teaches cross-media management skills, explores AR, VR, and MR technologies, delves into ethical considerations of content publishing, and provides training on using creative software and tools for storytelling. | | Omni-Channel Commerce | 3 | Analyzes the evolving e-commerce landscape, covering topics like internet trends, virtual reality, content marketing, data privacy, and the impact of the metaverse on online shopping. | | Data-driven and AI-based Marketing Approaches | 3 | Examines the application of big data, machine learning, and artificial intelligence in marketing strategies, covering data collection, content performance evaluation, and future marketing trends. |
• Semester 4
| Course Title | ECTS Credits | Description | |---|---|---| | Master Thesis Tutorial | 2 | Introduces students to the fundamentals of writing a Master's thesis, providing guidance on topic selection, structure, and academic writing skills. | | Master Thesis | 24 | Students conduct an extensive research project on a self-selected topic in the field of digital marketing, focusing on independent research, critical analysis, and theoretical application to real-world practical scenarios.
• The internship opportunity in semester 3 provides students with practical real-world experience, requiring a minimum of 7 weeks full-time engagement and alignment with the digital marketing field.
• The thesis writing process can optionally include collaboration with a company or completion during a semester abroad experience, offering additional learning opportunities.

Assessment:

The Master's in Digital Marketing employs various assessment methods throughout the program. These include:

• Coursework: Regular assignments, quizzes, and participation assessments are used to gauge understanding and engagement in individual modules.
• Examinations: Written examinations may be used to test theoretical knowledge and critical thinking skills in specific courses.
• Group Projects: Collaborative projects provide opportunities for teamwork, practical application of learning, and presentation skills development.
• Business Project: The semester-long business project is assessed based on well-defined criteria evaluating problem analysis, strategic thinking, decision-making, and project management abilities.
• Master Thesis: The Master's thesis is a significant research project requiring independent research, critical analysis, and demonstration of in-depth scholarly understanding and writing skills.

Teaching:

CBS employs a diverse range of teaching approaches to maximize student engagement and learning outcomes in the Master's in Digital Marketing. These methods include:

• Interactive Lectures: Engaging lectures delivered by experienced professors and experts in the field of digital marketing using modern presentation and visual aids.
• Case Studies: Real-world case studies are used for discussion and problem-solving exercises to develop students' analytical thinking and decision-making skills.
• Group Discussions: Collaborative learning is fostered through facilitated discussion sessions, encouraging active participation, sharing ideas, and diverse perspectives.
• Computer Lab Sessions: Hands-on training is provided in computer labs equipped with relevant software tools for digital marketing analysis, content creation, and campaign management.
• Guest Lectures: Industry professionals and renowned experts are invited to share real-world insights, industry best practices, and current trends in digital marketing.
• E-Learning Resources: Supplemental online materials, simulations, and interactive learning tools complement classroom sessions, offering additional opportunities for independent exploration and deepening knowledge.
The CBS Master's in Digital Marketing faculty comprises experienced academics, researchers, and seasoned practitioners who bring a wealth of knowledge and practical expertise to the learning environment. The small class sizes foster close interaction with faculty, providing individualized guidance and mentorship to students throughout their academic journey.

Other:

• CBS emphasizes internationality and provides English-language instruction to cater to a diverse student body and prepare graduates for potential careers in the global digital marketing landscape.
• Business English skills are specifically included in the curriculum to equip students with the appropriate vocabulary for professional communication in the international business context.
• Additionally, students have the opportunity to learn another foreign language, expanding their linguistic capabilities and marketability in the global marketplace.

Careers:

The Master's in Digital Marketing opens up various career paths for graduates in the ever-evolving digital landscape. Potential job opportunities include:

• Digital Marketing Manager: Overseeing digital marketing strategies, managing campaigns across various channels, and analyzing performance data.
• Content Marketing Specialist: Creating and managing engaging content across platforms like blogs, social media, and websites.
• Social Media Marketing Manager: Managing social media channels, developing engaging content, and implementing effective social media marketing campaigns.
• Marketing Analyst: Analyzing market trends, customer behaviors, and campaign data to inform strategic decision-making.
• Online Advertising Specialist: Managing online advertising campaigns across different platforms, optimizing targeting strategies, and maximizing campaign effectiveness.
• Growth Hacker: Employing creative and data-driven strategies to achieve rapid growth for online businesses.
• E-commerce Manager: Managing online stores, optimizing customer experience, and driving sales through digital marketing strategies.
• E-commerce Analyst: Analyzing e-commerce data to improve website performance, optimize user experience, and boost conversion rates.

The displayed prices are semester fees. Status: January 2024.