INFOMATERIAL ANFORDERN
INFOMATERIAL ANFORDERN
Bachelor
Master
Campus & Student Life

Digital Marketing Master (M.A.)

INFOMATERIAL ANFORDERN

Digital Marketing Master (M.A.) studieren

Was ist Digital Marketing? Und warum solltest Du den Master studieren?

Digital- und Online-Marketing ergänzen in vielen Branchen nicht mehr nur das traditionelle Marketing, sondern werden teilweise zur Leit-Strategie – insbesondere bei international tätigen Unternehmen. Da gleichzeitig die Vielfalt der digitalen Medien steigt, sind für das mittlere und gehobene Management Expertinnen und Experten gefragt, die sowohl die einzelnen Disziplinen beherrschen als auch Management- und Führungsqualitäten an den Tag legen. Der englischsprachige Master Digital Marketing an der CBS International Business School ermöglicht Ihnen, durch tiefes und breites Wissen sowie geschulte Soft Skills eine chancenreiche Karriere anzustreben.

Was ist Online Marketing? Definition und Beispiele

Von Storytelling bis hin zu Strategie Was lernst Du im Digital Marketing? 

Wie entwickelt man eine Online-Marketingstrategie, die sowohl international als auch über verschiedene Kanäle und Medien hinweg funktioniert? Die Antwort darauf bekommst Du im Rahmen des Digital Marketing Masters unter anderem in den Kursen “Content Creation & Digital Storytelling” und “Digital Marketing & Modern Growth Concepts”.

Im Laufe des Studiums lernst Du die unterschiedlichsten Techniken und Werkzeuge des Online-Marketings kennen. Dazu gehören z.B.: Storytelling, Website-Optimierung, Search Engine Marketing, Conversion-Optimierung, und Marketing Analytics.

 

Campus
Köln
Semester Beginn
Winter
Semester
4
ECTS
120
Studiengebühren*
5.730 €
Alle Fakten im Detail + -
  • Vorlesungssprache Englisch
  • Studienform Vollzeit
  • Abschluss Master of Arts
  • Praktikum Integriert
  • Auslandssemester Optional
  • Studienbeginn Winter Köln

Studienverlaufsplan

Diese Studieninhalte erwarten Dich in den einzelnen Semestern im Masterstudiengang Digital Marketing:

Allgemeine wirtschaftswissenschaftliche Inhalte

Business Economics3 ECTS ? !
  • Analysis of demand, supply, and market equilibrium

  • Theory of consumer choice

  • Theory of the firm, production and cost analysis

  • Market structures: perfect competition, monopoly, monopolistic competition, oligopoly, contestable markets

  • Game theory

  • Pricing strategies

  • Factor markets, labor economics

  • Economics of information

  • Industrial organization

  • Limitations of markets and interventions by the government

  • Econometric techniques related to these topics

Empirical Research Methods3 ECTS ? !
  • Development of a research question

  • Primary vs. secondary data

  • Steps of research process

  • Research designs

  • Quantitative and qualitative data

  • Structured methods of data collection: questionnaire and structured interview

  • Un- and semi-structured methods: qualitative interview and focus group

  • Quantitative and qualitative content analysis

  • Ethical considerations of data collection

  • Sampling

  • Data analysis using statistical software programs (SPSS)

  • Univariate analysis, bivariate analysis (crosstab and correlation), multiple linear regression

  • Writing a research report – structural and other formal requirements

Strategic Analysis & Management3 ECTS ? !
  •  Strategy making process and strategic reasoning: cognitive process of strategy 
    creation through the prism of logic and intuition

  • Setting strategic purpose in the context of responsible stakeholder management

  • Advanced external environment analysis: markets, industries and competitive 
    landscapes in static and dynamic perspective in the domestic and international 
    context

  • Diagnosing and managing strategic capability through national borders over time

  • Cultural and institutional context of strategic management: concepts, frameworks 
    and analytical tools

  • Generic and interactive business strategies, inside-out and outside-in perspective on 
    achieving and sustaining competitive advantage internationally

  • Network-level strategies

  • Corporate development and configuration: strategic options and portfolio matrices

  • Strategy formation

  • Strategic change and corporate restructuring

  • Strategic renewal

  • Strategy evaluation and strategic controls: tools and methods

  • Organizing for success

Innovation Management & Digital Transformation3 ECTS ? !
  • Diagnosing the change context: diffusion and dynamics of innovation 

  • Sources & types of innovation

  • Product/service, process & business model innovation

  • Individual and corporate creativity

  • Strategic innovation management & the innovation process incl. New Product Development (NPD)

  • Introduction to digitalization, digital age & digital divide

  • Digital drivers & disruptive forces

  • Technological drivers of digital transformation

  • Socio-technological change associated with the adoption of the mentioned drivers

  • Introduction to the digital organization & digital business models

  • Impact of digitalization on the value chain (Industry 4.0)

  • Digitalization-related innovation theories & technology management

  • Digitalization leadership & organisational transformation concepts

  • Change management & transformational leadership

  • Agility and VUCA world

  • SCRUM and Design Thinking

Programmspezifische Lehrinhalte

Digital Marketing and Modern Growth Concepts3 ECTS ? !
  • Introduction to Digital Marketing and Modern Growth Concepts

  • Demand Generation vs. Demand Capturing

  • Digital marketing and its scope and importance

  • Key components and objectives of a digital marketing

  • Growth and its relevance for digital businesses

  • Different growth models (plg, slg, molg) and their advantages and disadvantages

  • Key factors and challenges that influence digital marketing and growth performance

  • Characteristics and functions of various digital platforms and channels

  • Importance and purpose of measuring and optimizing digital marketing

  • Tools and techniques for digital marketing objective and target markets

  • Evaluating the principles of growth hacking and experimentation

  • Potential risks and challenges of digital marketing practices

Advanced Brand Management3 ECTS ? !
  • Brand and brand management and their scope and importance

  • Key components and objectives of a brand strategy

  • Brand identity system and the elements of brand identity

  • The concept and methods of brand positioning 

  • The concept of brand equity and the factors that influence brand equity

  • Brand strategies and tactics

  • Brand extension, brand portfolio management, 

  • Brand architecture and brand hierarchy

  • Brand co-creation and brand communication

  • Importance and purpose of measuring and evaluating brand performance

  • Challenges and opportunities that brands face in the digital era

  • Potential risks and threats, such as brand dilution, brand erosion, brand imitation, brand crisis

Search Engine Marketing3 ECTS ? !
  • Search Engine Optimisation (SEO)

  • Search Engine Advertising (SEA)

  • Content Marketing

  • Content Management Systems (CMS)

  • E-Mail-Marketing

  • Web Analytics Tool: Google Analytics

Social Media Marketing and Monitoring3 ECTS ? !
  • Digital Marketing fundamentals

  • Social Media Marketing fundamentals

  • Influencer Marketing

  • Creating a digitally connected brand (brand core, brand space, brand persona)

  • Opinion formation/ expression

  • Social Media Monitoring fundamentals

  • Importance of channel choice

  • Identifying indices, metrics, and KPIs

  • Monitoring and analyzing brand reputation

  • Data privacy and ethics

  • Social Media Monitoring/ Digital Customer Intelligence tool: Brandwatch

  • Social Media Marketing and Management tool: HootSuite.

Überfachliche Kompetenzen

Advanced Negotiation & Influencing Skill2 ECTS ? !
  • Positional and principal negotiations – advanced strategies and tactics

  • Identifying the opponent’s negotiation profile

  • Understanding the personal negotiation profile and preferences

  • General persuasion techniques

  • Negotiation maneuvers and tactics for advanced players

  • Techniques for opponent engagment

  • Managing emotions and self- programming for defending your point of view

  • Cialdini’s 6 principles of persuasion

Language & Communication Skills2 ECTS ? !

The “Scholarly Writing and Analysis” course is offered for German native speakers. German as a foreign language is offered as an obligatory course for Non-native German speakers.

Allgemeine wirtschaftswissenschaftliche Inhalte

Corporate Social Responsibility3 ECTS ? !
  • Cornerstones of sustainable management

  • CSR as management approach

  • Practical approaches of organizational effectiveness

  • Tools for CSR implementation

  • CSR and financial performance

  • Life cycle assessment

Corporate Governance3 ECTS ? !
  • Historical developments around the world

  • Directors and board structures in different parts of the world

  • Family business governance

  • Role of institutional investors

  • Corporate governance in mergers and acquisitions

  • Socially responsible investments

  • Corporate governance in different regions

Value Based Management3 ECTS ? !
  • Value maximization and corporate objectives, shareholder value and stakeholder value approach

  • Financial measurement of corporate strategies and competitive advantage: the principles

  • Shortcomings of traditional profitability ratios for a value-based management

  • Economic Value Added, Cash Value Added

  • Identifying the drivers of value creation and investment decision-making

  • Management compensation and incentives for value creation

Sustainable Supply Chain Management3 ECTS ? !
  • Defining the state of a sustainable supply chain based on actual trends

  • Discussion of various theoretical concepts (e.g. Stakeholder Theory, Slack Resource Theory) and their implications for sustainable supply chain management

  • Defining a “New Normal” of how to do business (e.g. circular economy, regenerative business models, carbon literacy training)

  • Sustainable Marketing (definition, Green Marketing Strategy Mix, Green Washing and Sustainable Consumer Buying Behaviour)

  • Sustainable Procurement (definition, Sustainable Procurement Process Model with a focus on sustainable supplier relationship management; new trends like circular procurement)

  • Sustainable Logistics

  • Sustainable Design

  • Carbon Emission / Human Rights in global supply chains

Programmspezifische Lehrinhalte

Customer Conversion and Retention3 ECTS ? !
  • Introduction to customer conversion and retention

  • Customer lifecycle management: stages, metrics, and tools

  • Customer acquisition, conversion and retention: strategies, channels, and metrics

  • Customer value and loyalty

  • Referrals and word-of-mouth

  • Segmentation and customer cohorts

  • Loyalty programs 

  • customer surveys, reviews and ratings

  • Customer conversion and retention in e-commerce and SaaS

  • Customer conversion and retention trends: current and future developments

Monetization and Pricing in Digital Marketing 3 ECTS ? !
  • Introduction to monetization and pricing: definitions, concepts, and frameworks

  • Value-based pricing vs. cost-based and competition-based approaches

  • Revenue models and price models

  • Value proposition and value drivers 

  • Foundational elements of pricing psychology

  • Deriving willingness to pay: approaches and methods

  • Pricing in different digital contexts

  • Pricing for Saas, platforms, B2C and B2B digital products

  • Implications of freemium/free offers

  • Usage-based pricing vs. subscription

  • Dynamic pricing

  • Pricing challenges and pitfalls: competition, cannibalization, price sensitivity, etc.

  • Price implementation and enforcement

  • Monetization and pricing best practices and case studies

Business Project6 ECTS ? !

The overall objective of this course is to provide students with possibility of applying their business knowledge on concrete business situation, related to the field of their specialization.

By the end of the module students should be able to:

  • Define project goals for the “client”.

  • Work under the set timeframe and agreed project scope.

  • Cooperate in the international project teams.

  • Evaluate markets/ industries/ competitive landscapes.

  • Develop possible strategic directions for the “client” business.

  • Formulate recommendations.

Wahlbereich

Business Elective3 ECTS ? !

A business elective is a business or management-related elective course. By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

Interdisciplinary Elective3 ECTS ? !

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. An interdisciplinary elective is an elective from another discipline than your own specialization.

Überfachliche Kompetenzen

Emotional Intelligence 2 ECTS ? !
  • Different Inteligencies – IQ vs EQ

  • The role of emotions – daily and work life

  • The construct of Emotional intelligence

  • Emotionally intelligent competencies & skills

  • Skills acquisition – Experiential/action learning

  • Reflection & reflexion

  • Encouraging engagement

  • Developing trust

Allgemeine wirtschaftswissenschaftliche Inhalte

Business Simulation Game3 ECTS ? !

In a business simulation game participants have to manage their own virtual company which operates in the same market as other participant-operated competitors. This involves making typical management decisions in realistic environments. Beside the deepening and active examination of subject-specific knowledge the simulation games also include the team environment, where interaction, communication and prioritization are of paramount importance. Participants learn how to manage risk and uncertainty while time is limited and information constrained. Group-reflections help to take over different perspectives and to discuss pros and cons of content- as well as behavior-related actions.

Integrative Case Studies3 ECTS ? !
  • Focused review of the curriculum content

  • Pre-assessment quiz/ content area assessment as benchmark for students’ status quo

  • Guide and Strategic Plan to Case Study Analysis

  • Writing a proper Case Study Analysis report 

  • Developing proper answers to Case questions, applying the relevant theoretical knowledge and frameworks

  • In-depth Case Study Analysis with focus all subject areas of the curriculum 

  • In-depth Case Study Analysis with special focus on Strategic Management 

Venture Lab4 ECTS ? !
  • Discovering and evaluating entrepreneurial opportunities 

  • Developing business ideas from opportunities (e.g. based on using Design Thinking, Personas and User Stories)

  • Feasibility analysis of business ideas

  • Transferring the idea into a Business Model 

  • Business Model and its building blocks (value proposition, customers segments, channels, customer relationships, revenue model, key partners, key activities, key resources, cost structure)

  • Business Plan: Introduction, Sample Case and General Outline

  • Developing the details of the business plan 

  • Finding sources of financing: Business angels; Private equity; Start up financing; Venture capital investors

  • Preparing a pitch deck for successfully presenting the new venture business plan

Programmspezifische Lehrinhalte

Content Creation and Storytelling 3 ECTS ? !
  • Introduction: Crossmedia versus transmedia management, journalism, media channels, business models for storytelling

  • Extended Reality/ XR: Augmented Reality/ AR, Virtual Reality/ VR, Mixed Reality/ MR

  • Ethics for publishers and sustainability of media use

  • Transmedia trends integrating Virtual Reality, Augmented Reality, Mixed Reality, games, and social media channels

  • Content creation using Adobe Creative Cloud and Canva software

  • Content creation in times of Artificial Intelligence 

  • How to build a character, conflict, and drama

  • The 3-act model

  • Writing short stories 

  • Publishing stories 

  • Story building for social media

  • Storytelling in marketing

  • Multiplicity and cultural representation in transmedia storytelling

  • Understanding and producing the orchestration of media

Omni-Channel Commerce3 ECTS ? !
  • Internet trends 

  • Semantic Web & semantic search enabling visual and voice search

  • Web 3.0 building on AI and blockchain technology

  • Big/ smart data 

  • Characteristics of electronic markets 

  • Internet start-ups

  • E-Commerce business and revenue models

  • Social commerce 

  • Mobile commerce 

  • E-commerce turnkey solutions 

  • Building an e-commerce presence

  • The AI-powered organization

  • Industry 4.0

  • Content marketing

  • Measuring content marketing performance using Web analytics tools

  • E-commerce laws

  • Potential of blockchain to reduce digital marketing challenges

  • The metaverse as environment for business

  • Outlook on advertising in the metaverse

  • Digital strategy development

  • Cross-channel, multi-channel and omni-channel management

  • Data privacy and security

Data-driven and AI-based Marketing Approaches3 ECTS ? !
  • Data-driven marketing fundamentals

  • Marketing automation (Salesforce tools)

  • Agile marketing fundamentals

  • Introduction to big data

  • Machine learning and deep learning fundamentals

  • AI in a business and marketing context

  • Data collection and management

  • Evaluating content success

  • Data storytelling

  • Future marketing measures

Marketing and Innovative Technologies3 ECTS ? !
  • Future of digitalization and digital marketing 

  • History of innovations and insights for future innovations

  • Ethical reflection on artificial intelligence, virtual reality, augmented reality

  • Sustainable innovations  

  • Silicon Valley DNA: Create innovations with Design Thinking

  • Using artificial intelligence for digital marketing

  • Writing artificial intelligence prompts 

  • Innovation podcasts with expert interviews and social media posts

  • Extended reality:  AR and VR in digital marketing

Advanced Digital Marketing Techniques and Tools 2 ECTS ? !
  • SEM approaches and tools

  • Google Analytics theory & practice

  • Google Ads theory & practice

  • Google Ads Keyword Planner

  • XOVI SEO Tool

  • Several freemium SEO tools

  • Google Search Console

Master Thesis Tutorial2 ECTS ? !

During the Master Thesis Tutorial you will learn the fundamentals for your Master thesis: Defining the topic as well as structuring the thesis and you will learn the theoretical knowledge for scientific working.

Wahlbereich

Business Elective3 ECTS ? !

A business elective is a business or management-related elective course. By choosing Business Electives in the second and third semester you can personalize your degree course and extend your management knowledge.

Interdisciplinary Elective3 ECTS ? !

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. An interdisciplinary elective is an elective from another discipline than your own specialization.

Programmspezifische Lehrinhalte

Master Thesis18 ECTS ? !

During your 4th semester you are working on your Master thesis. You have 19 weeks to complete your thesis and the subject is freely selectable. A supervisor from CBS will support you and you can write the thesis in collaboration with a company as well. Or you can write your thesis in connection with a stay abroad.

Internship or Study Abroad10 ECTS ? !

You can choose between an internship (lasting at least seven weeks) or a semester abroad at one of our partner universities.

Lerne die CBS persönlich kennen: Online & vor Ort Infoveranstaltungen

Events
Solingen
Open Campus Day - Campus Solingen
22. Juni 2024 | 11:00 - 14:00
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Open Campus Day - Campus Düsseldorf/Neuss
29. Juni 2024 | 11:00 - 14:00
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Open Campus Night - Campus Köln
3. Juli 2024 | 18:00 - 20:00
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Open Campus Night - Campus Mainz
10. Juli 2024 | 18:00 - 20:00
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Open Campus Day - Campus Aachen
13. Juli 2024 | 11:00 - 14:00
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Hannover
Open Campus Night - Campus Hannover
31. Juli 2024 | 18:00 - 20:00
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Hamburg
Open Campus Night - Campus Hamburg
1. August 2024 | 18:00 - 20:00
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Berlin/Potsdam
Open Campus Day - Campus Berlin/Potsdam
3. August 2024 | 11:00 - 14:00
master-digitales-marketing-studentin

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master-digitales-marketing

Schwerpunkte im Bereich Social Media

Erfahre im Digital Marketing Master der CBS, wie Du mit Facebook, Instagram und Co. Kampagnen planen kannst, die genau die richtigen User erreichen. Erfolgreiche Social-Media-Strategien erfordern nicht nur wirksame Botschaften, sondern auch, diese auf den passenden Kanälen auszuspielen sowie die Resultate im Blick zu behalten. Das Management sowie Monitoring diverser Social Media Outlets zu erlernen gehört daher ebenso zum Digital Marketing Master, wie tiefgehende Kenntnisse im Influencer Marketing zu erlangen. Baue Dir durch Wissen in diesen Schlüsselbereichen einen entscheidenden Wettbewerbsvorteil auf und lernen große Werbebudgets gezielt einzusetzen.

Was ist Influencer Marketing? Definition und Beispiele

KPIs mit dem Marketing Master erreichen

Targeting und Big Data sind zwei Stichworte, die fallen, wenn es darum geht Werbebotschaften gezielt auszuspielen. Denn um Erfolge messen zu können, ist es wichtig sinnvolle Ziele zu setzen und diese letztlich mit durchdachten Kampagnen zu erreichen. Wie das funktioniert, erlernst Du im zweiten und dritten Semester unter anderem innerhalb dieser Kurse:

  • Costumer Conversion and Retention

  • Monetization and Pricing in Digital

  • Marketing

  • Omni-Channel Commerce

  • Date-driven and AI-based Marketing Approaches

  • Advanced Digital Marketing Techniques and Tools

Englischkenntnisse im Master perfektionieren

Mit Englisch als Vorlesungs- und Studiensprache bietet der Digital Marketing Master in Köln von vorneherein einen großen Vorteil gegenüber vergleichbaren Hochschulen. Von Anfang an lernst Du die Fachbegriffe im richtigen Kontext anzuwenden, so dass Du Dich international mit Kunden, Partnern und Unternehmen verständigen kannst. Deine Sprachkenntnisse werden zusätzlich mit einem Kurs in Business English verfeinert. Darüber hinaus erlernst Du eine weitere Fremdsprache, wie etwa Spanisch oder Französisch.

Master-Studiengang mit starkem Praxisbezug 

Manager/-innen im Digital Marketing brauchen solide BWL-Kenntnisse, um wirtschaftlich tragfähige Entscheidungen zu treffen. Diese werden im Digital Marketing Studium vermittelt.

Wende Deine im Digital Marketing erworbenen Fachkenntnisse direkt im Rahmen eines Business Project an. Darin bearbeitest Du reale Case Studies und präsentierst die Ergebnisse Vertretern des entsprechenden Unternehmens. Weiterhin bietet die CBS ein Business Simulation Game an – hier erleben Studierende, wie sich ihre Business-Entscheidungen auf eine Firma auswirken könnten. Außerdem ist ein mindestens siebenwöchiges Praktikum im Masterstudiengang Digital Marketing Pflicht. Unterstützung bei der Auswahl eines geeigneten Praktikumsplatzes erhältst Du vom Career Service der CBS.

Online Marketing Master Was sind die Vorraussetzungen für ein Studium an der CBS?

Voraussetzungen für die Aufnahme des Masterstudiums Digital Marketing sind ein erster akademischer Abschluss, im Rahmen dessen 30 wirtschaftswissenschaftliche ECTS Credits nachgewiesen werden, sowie fortgeschrittene Englischkenntnisse.

Das sagen unsere Alumni

Philip Kollmann
Project Manager
Wayne´s Coffee

"Especially the soft skill courses have been of great help for my performance in job interviews. Through my work in the Finance and Business Club I have built up a broad network and acquired project management skills that have enabled me to score points with companies."

Katrin Rieger
Bereichsdirektorin Reisevertrieb Deutschland / Vice President Sales
HanseMerkur Krankenversicherung

"The practical learning in small groups prepared me optimally for today's project and team work. The CBS provided me with the decisive soft skills and current knowledge from the world of business."

Christopher Rosenbaum
Manager
Ernst & Young GmbH
Wirschaftsprüfungsgesellschaft

"The Management Studies programme prepares you thoroughly for the tasks of a consultant. In particular, the development of presentation techniques as well as analytical thinking is of enormous importance in the everyday life of a consultant."

Oliver Kiderle
EMEA Regional Product Expert
Google Inc.

"The focus on internationality and practical skills have had a very positive influence on my development at Google. Especially the structured and very versatile project work, which is often found at a private school, was extremely helpful."

Kalle Kenkel
Commercial Excellence Manager
GE Healthcare

"My studies at CBS prepared me for a career in today's dynamic, global work environment. As one's origin and physical location become less and less decisive, it has become increasingly important to have a multinational network and adapt quickly to various cultures and environments."

Neil Jordaan
Global Digital Content Manager
Elanco

"Many professors shared their professional business experience with us in class and were able to illustrate dry theory with practical examples. I also enjoyed the international atmosphere on campus."

Patrick Stein
Head of Human Resources
Boston Consulting Group

"The strongly practice-oriented studies and the international orientation of the CBS, as well as the lectures held in English, were an absolutely necessary basis for starting a career with a renowned, international company."

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Folge uns auf Instagram & Facebook, lerne uns auf einer Infoveranstaltung kennen, oder nehme Kontakt mit unseren Studienberatern auf, um mehr über uns zu erfahren.

Marc Spitz

Marc Spitz

Beratung: Campus Köln
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 22193 18 09 406
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
Mirjam Zimmermann

Mirjam Zimmermann

Beratung: Campus Mainz
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 6131 88055 31
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
Lidia Gusev

Lidia Gusev

Beratung: Campus Berlin/Potsdam
Du hast Fragen? Wir sind gerne für Dich da!

Telefon: +49 (0) 221 931809 - 476
WhatsApp: Schreib uns bei WhatsApp
Email: study@cbs.de
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