Digital Marketing Master (M.A.) in Köln studieren

• Globalization and income

• Globalization and international trade

• Trade and comparative advantage

• Trade barriers and trade policy

• Firm location, distance and transport costs

• Currency crises and exchange rate policy

• Financial crises, firms and the open economy

• Project management in practice

• Production

• Distribution

• Inspiring creative media artists

• Creative tools for storytelling

• The digital marketing revolution

• Changes in online communication behaviour and media consumption

• Digital analytics

• Data driven and cross-media marketing and tracking

• Advanced Search Engine Optimization

• Advanced Search Engine Advertising

• Conversion Rate Optimization techniques and tools

• Theories of online social networks and communities

• Collaborative product development

• Behavioural economics and social media

• Qualitative analyses of social media communications

• Industrial espionage and big data

• Cybersecurity

• Social competence: Communication, motivation, groups and team structures, leadership, conflict management

• Methodological competence: Structural aspects, time management, cost management, human resource management, creativity and problem solving

• Organisational competence: Quality management, documentation, risk management, project start and closure

• 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

• Big Data

• Cloud management tools

• Cloud management strategies

• Private, public, and hybrid clouds

• E-Commerce business models

• Internet start-ups

• Dot-com histories

• Mobile Commerce

• Mobile payment

• Manual monitoring

• Monitoring tools

• Steps of Monitoring

• Evaluating the results of the Social Media Monitoring

• Developing a monitoring concept

• Selection of media

• Parameters of the media plan

• Reach patterns

• Assigning financial resources to different channels

• Media planning tools

• Cooperation with media agencies

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.

In the Soft Skills Courses you will improve your social, leadership and project management skills. Additionally to the courses in the first and second semester you can choose another one in the third semester. Decide for yourself which of your personal competences you want to push forward.

• 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