Master Digital Marketing

Program Overview

The Master in Digital Marketing at ISM prepares students for a career in the rapidly evolving digital marketing industry through hands-on learning, internships, and expert instruction. With a focus on user behavior, social media, and digital tools, this program equips graduates with the skills necessary for success in various marketing roles, fostering high employability and career advancements.

Program Outline

Master of Digital Marketing

Objectives: The program aims to prepare students for the rapidly evolving online marketing world, equipping them with the skills to draft digital marketing strategies, plan cross-media online campaigns, analyze data, and utilize new online marketing tools like chatbots, voice search, AI, or podcasts.

During your studies, you'll have the chance to chat with digital experts from the online marketing world and work on your own projects and digital marketer case studies.

The Master in Digital Marketing includes practice-oriented courses, an integrated 12-week internship, and an extensive market research project to help you develop your marketing-related entrepreneurial and analytical skills. Students apply theoretical knowledge through projects that require

teamwork to solve real-life problems in marketing management.

Key Facts about this Program:

• Program Name: Master of Arts (M.A.) in Digital Marketing
• Duration: 3 semesters plus 1 semester for master thesis (4 semesters total)
• Campus: Berlin
• Accreditations: AACSB, FIBAA, German Accreditation Council
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• Language: 100% English
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• The application process consists of uploading certain documents, an interview with the program director and the preparation of a shorty case study powerpoint presentation.

Focus Areas:

• User/Consumer Behavior
• Social Media & Community Management
• Influencer Marketing
• Search Engine Optimization
• Messenger Marketing
• Content Management
• Digital Project Management

Program Highlights:

• Intensive exchange with digital experts from the online marketing world
• Practical projects and digital marketer case-studies
• Practice-oriented courses
• Integrated 12-week internship
• Extensive market research project
• Real-life case-studies, study excursions, and internships for hands-on experience
• Increased employability after graduation

Program Content

1. Semester

Fundamentals of Digital Marketing

• Digital Business Models & Platform Economy (2 ECTS)
• Consumer/User Behavior (2 ECTS)
• Internet & Social-Media-Recht (2 ECTS)

Marketing Strategy & Planning

• Digital Marketing Strategy & Brand Management (2 ECTS)
• Omni-Channel Marketing Planning (2 ECTS)
• Digital Marketing Game (2 ECTS)

Marketing Research

• Qualitative Market Research (2 ECTS)
• Advanced (quantitative) Market Research (2 ECTS)
• Marketing Analytics & Data-driven Marketing (2 ECTS)

Digital Marketing Dashboard

• Customer Relationship Management (2 ECTS)
• Customer Journey/User Experience Management (2 ECTS)
• Marketing Controlling (2 ECTS)

Digital Communication

• Influencer Relations & Influencer Marketing (2 ECTS)
• Cross-Media Communication & Storytelling (2 ECTS)
• Social Media & Community Management (2 ECTS)

2. Semester

Digital Skills

• Technical Online Marketing Basics (2 ECTS)
• Digitales Projektmanagement (2 ECTS)
• Softwareanwendungen & Contentmanagement (2 ECTS)

Digital Marketing Tools

• Messenger Marketing (2 ECTS)
• SEO, SEM & SEA (2 ECTS)
• Audio Marketing (2 ECTS)

Leadership Skills

• Corporate Governance & Business Ethics (2 ECTS)
• Negotiation, Communication & Executive Presentations (2 ECTS)
• Cross Cultural Leadership (2 ECTS)

Digital Marketing Research/Consulting Project (6 ECTS)

Internship (Work placement) I (6 ECTS)

3. Semester abroad

You will spend the third semester at one of our partner universities worldwide (24 ECTS).

Internship (Work placement II) (6 ECTS)

4. Semester Master thesis

For your master thesis you will receive 30 ECTS.

Teaching:

• Teaching Methods: The program emphasizes practice-oriented learning through real-life case-studies, study excursions, and internships.
• Faculty: The program is taught by experienced digital marketing lecturers from the business world.

Careers:

Potential Career Paths:

• Online Marketing Manager
• Social Media & Community Manager
• Affiliate or Influencer Marketing Manager
• Industries:
• Creative world of marketing

Benefits:

• High demand for digital marketing skills
• Valuable marketing skills and expertise
• Increased employability
• Diverse career opportunities in various industries
• Entrepreneurial prospects
• Enhanced analytical and communication abilities
• Networking opportunities

Other:

• Semester Abroad: The program includes a compulsory integrated semester abroad at one of around 190 partner universities.
• Double Degree: Students have the opportunity to earn a double degree at one of the partner universities abroad.
• Fast Track Option: Students can complete the program in 3 semesters by omitting the semester abroad and shortening the internship period.
• This requires 210 ECTS from their Bachelor degree or alternative admission criteria.
• CHE Master's Ranking: ISM was rated very positively in the CHE university ranking for Master's degree programs, achieving four out of five stars in all ten categories.
• Internationality: ISM has students from 84 nationalities, with 30% being international students.
• Network: ISM has around 190 partner universities for the semester abroad.
• Teaching atmosphere: Students study in small learning groups.