Course Contents

Master programme Digital Marketing & Communication

In the first semester, our students expand their knowledge in the fields of business, law and communication theory. Prior knowledge is taken into account or expected in certain individual courses.

Through the teaching of soft skills such as negotiation and media training, students acquire important additional qualifications. The enhancement of English language skills increases the international competitiveness of our graduates.

In the second and third semesters, you deepen your interests in individual master classes by selecting two out of four offered classes.


In semesters 2 and 3, in addition to the compulsory modules, students select two of the four specialised elective modules. The choice of electives does not depend on the students’ areas of specialisation in their bachelor degree.

Public Relations

In this elective, students acquire the knowledge and skills they need to become public relations strategists. The topics covered relate primarily to strategic PR objectives, including performance measurement. Students can focus on reputation management, corporate social responsibility, lobbying, political communication and online PR.  


The Advertising module examines contemporary aspects of advertising impact, such as neuromarketing and multi-sensory advertising. Students implement an online campaign with a focus on display advertising in semester 3. 

Direct Marketing

The Direct Marketing elective turns the spotlight on digital channels including e-commerce and newsletter marketing. In semester 3, students plan a direct marketing campaign with one of our industry partners, such as Tchibo/Eduscho. 

Event Management

Although event management is often defined as an operational activity, the Digital Marketing & Communication master programme approaches the concept from an event marketing perspective. The programme encompasses event implementation, strategic planning and integration into the overall communications concept. There is also an emphasis on the complex challenges associated with contemporary, eco-friendly design of event strategies.

Additional opportunities for specialization

You may also choose the design focus area “DESIGNmk” instead of the advertising master class. The design focus concentrates on graphic design and web design as well as illustration and storytelling or image processing.

As an alternative to of one of the four master classes, you can engage in a specialisation in "investor relations" (module in the Master programme Economic and Financial Communications). As a basis and preparation for this, the course "Structures of Media Systems" (1 SWS) has to be taken.

Additional qualifications and opportunities

During the programme, students have a range of opportunities to acquire additional skills:

  • Using the facilities at the university's usability and counselling lab
  • Participating in event planning and organisation processes (e.g. MEDIACon, EVENTcon)
  • Attending the Communications Industry Trends lecture series
  • Attending guest lecture series (e.g. General Manager, Red Bull Media House)
  • Summer University (e.g. in Munich)
  • Google AdWords Certificate
  • Contributing to Campus Media by working on SUMO magazine, Campus Radio or c-tv
  • Mentoring programme