Shaping the markets of the future
The internet has become all-pervasive / ubiquitous. Smartphones and tablets are permanently online, changing the way we shop, read and even communicate with friends. As a result, there is a huge demand among companies for qualified specialists who are able to plan and implement business models on the web. The Master of Science (MSc) in Business Administration with a Major in Online Business and Marketing teaches the skills required for this, enabling graduates to successfully put their ideas into practice.
The course is divided into two thematic blocks that are closely related to one another. In the first year, teaching is carried out jointly with the other majors of the Master of Science in Business Administration. Here students benefit from dialogue in interdisciplinary teams as they acquire valuable skills in the areas of service management, change management and customer relationship management.
The second year focuses on the capabilities required to develop and market online business models. Here you acquire the know-how needed to successfully implement online marketing measures (search engine marketing, social media ads, targeting, mobile marketing, etc) and e-commerce. You learn strategic planning and implementation of online communication and marketing – both on dedicated platforms (content management systems) and external networks (social media, display ads, etc.). In the Customer Integration module, you find out how to make use of media and crowdsourcing for business purposes, while the Online Platforms and Interfaces module provides the required technological basis in terms of IT management and project management. These skills enable you to realise complex online projects at the interface between strategic planning and operational implementation. The MSc in Business Administration with a Major in Online Business and Marketing gives you the expertise and skills you need to successfully tackle the challenges posed by a digital world.
Our programme profile (Facts) provides an overview of the programme as a whole, while detailed course descriptions can be found via the module link on the right-hand side. The study guide contains full details and you can apply directly for the master's degree programme using the application form.