Digital Marketing (M.A.)
Think Strategically, Act Digitally – Your Online Marketing Master’s!

Your Digital Marketing Master Programme – A Career at the Intersection of Storytelling and Strategy
In the fast-paced world of digital marketing, strategic thinking, creativity, and technical expertise are equally essential. The Master’s in Digital Marketing at CBS University of Applied Sciences brings these aspects together, preparing you for leadership roles in the digital economy.
With a mix of innovative course content and hands-on projects, you will gain practical expertise and a deep understanding of modern marketing strategies.
In just four semesters, you will develop specialist knowledge in areas such as performance marketing, social media strategy, data analytics, and search engine optimisation (SEO). You will also learn how to effectively plan and execute digital campaigns. Through close collaboration with industry experts and real-life case studies, you will gain valuable insights into the industry and develop immediately applicable skills.
Whether you aim to become a Digital Marketing Manager, E-Commerce Specialist, or Consultant for Digital Transformation, this Online Marketing Master’s will open the doors to future-proof and dynamic career opportunities. The combination of cutting-edge technology, strategic expertise, and an international focus will make you a sought-after professional.
Take the next step and shape the future of digital marketing – with the Digital Marketing Master Programme at CBS!

Learning content
Internship or Study Abroad
10
ECTS
You can choose between an internship (lasting at least eight weeks) or a semester abroad at one of our partner universities.
Internship or Study Abroad
10
ECTS
You can choose between an internship (lasting at least eight weeks) or a semester abroad at one of our partner universities.
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
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 Tutorial
2
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.
Master Thesis Tutorial
2
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.
Marketing and Innovative Technologies
3
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
Marketing and Innovative Technologies
3
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
Omni-Channel Commerce
3
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
Omni-Channel Commerce
3
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 Approaches
3
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 (an outlook)
Data-driven and AI-based Marketing Approaches
3
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 (an outlook)
Search Engine Marketing
3
ECTS
- Search Engine Optimisation (SEO)
- Search Engine Advertising (SEA)
- Content Marketing
- Content Management Systems (CMS)
- E-Mail-Marketing
- Web Analytics Tool: Google Analytics
Search Engine Marketing
3
ECTS
- Search Engine Optimisation (SEO)
- Search Engine Advertising (SEA)
- Content Marketing
- Content Management Systems (CMS)
- E-Mail-Marketing
- Web Analytics Tool: Google Analytics
Advanced Negotiation & Influencing Skill
2
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
Advanced Negotiation & Influencing Skill
2
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
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
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
Emotional Intelligence
3
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
Emotional Intelligence
3
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
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
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
Customer Conversion and Retention
3
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
Customer Conversion and Retention
3
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
Social Media Marketing and Monitoring
3
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.
Social Media Marketing and Monitoring
3
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.
Integrative Case Studies
3
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
Integrative Case Studies
3
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
Digital Marketing and Modern Growth Concepts
3
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
Digital Marketing and Modern Growth Concepts
3
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
Master Thesis
18
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.
Master Thesis
18
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.
Business Elective
3
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.
Business Elective
3
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.
Venture Lab
4
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
Venture Lab
4
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
Advanced Brand Management
3
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
Advanced Brand Management
3
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
Business Simulation Game
3
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.
Business Simulation Game
3
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.
Interdisciplinary Elective
3
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.
Interdisciplinary Elective
3
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.
Business Project
6
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.
Business Project
6
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.
Business Elective
3
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.
Business Elective
3
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.
Value Based Management
3
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
Value Based Management
3
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
Corporate Governance
3
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
Corporate Governance
3
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
Corporate Social Responsibility
3
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 Social Responsibility
3
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
Sustainable Supply Chain Management
3
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
Sustainable Supply Chain Management
3
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
Strategic Analysis & Management
3
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
Strategic Analysis & Management
3
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
Language & Communication Skills
2
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.
Language & Communication Skills
2
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.
Innovation Management & Digital Transformation
3
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
Innovation Management & Digital Transformation
3
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
Empirical Research Methods
3
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
Empirical Research Methods
3
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
Business Economics
3
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
Business Economics
3
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
Why CBS UNIVERSITY
Your path to CBS
Starting your studies at CBS University of Applied Sciences is as unique as you are – and at the same time, completely hassle-free. With our user-friendly online application process, you can apply from anywhere, with no numerus clausus restrictions. Instead of rigid admission requirements, we focus on a personal selection process that highlights your strengths and potential.
Whether you choose a dual, part-time, or full-time programme, CBS University offers the perfect combination of theory and practice.

Admission requirements
The Zugangsvoraussetzungen für dein Master-Studium an der CBS University of Applied Sciences variieren je nach Studiengang . into your studies at CBSSciences is so Like yourself — and at the same time designed. With our easy to use Can you yourself apply, completely without . Instead of staring Waiting for you with us is a that is your strengthsand focuses on potential. Regardless of whether you opt for dual, part-time or full-time study, the CBSUniversity offers you the of
Deadlines
The application deadline is year round open, even before you graduate from high school. For dual study programs, you should sufficient lead time Plan so that we can find your suitable practice partner. The start of studies is flexible: in the winter semester or, for selected programs, also in the summer semester. One early candidature is particularly important for limited study places secure and apply for any necessary visas in good time.
funding
A dual or part-time study Is often used by the Practice partner financed, which is also a valuable occupational provides accompaniment. A full-time study On the other hand, can be achieved by numerous Funding opportunities like BAföG or stipends Personalize to give you an optimal connection of personal Development and academic To make the future possible.
HANDS-ON LEARNING AT ITS BEST
At CBS, we are committed to seamlessly integrating theory and practice, allowing you to apply your knowledge directly and gain valuable insights into the real working world.
Business Projects
Im Rahmen der Business Projects an der CBS International Business School haben Studierende die Möglichkeit, gemeinsam mit renommierten Unternehmen an realitätsnahen Projekten zu arbeiten. Diese praxisorientierte Lehrform verbindet theoretisches Wissen mit konkreten wirtschaftlichen Fragestellungen und gewährt tiefe Einblicke in berufliche Abläufe.
Unternehmenskooperation
Dank eines Netzwerks von über 1.300 etablierten Unternehmen aus diversen Branchen profitieren Studierende von exklusiven Einblicken in die Arbeitswelt. Diese Kooperationen eröffnen nicht nur spannende Perspektiven, sondern fördern auch die Entwicklung wichtiger Kontakte und bieten nachhaltige Karrieremöglichkeiten.
Praktikum/Berufserfahrung
Ob in Form von Pflichtpraktika, die fester Bestandteil vieler Studiengänge sind, oder durch die Integration von Berufserfahrung in duale und berufsbegleitende Programme: Du kannst dein Fachwissen direkt in der realen Arbeitswelt anwenden.
HOW DO I FIND MY PERFECT CAREER PATH?
The Career Service and Talent Development team at CBS support you in finding your ideal partner company. With 1:1 coaching, workshops, and a wide network of corporate partners, we guide you throughout your entire time at university. Together, we’ll develop a strategy that matches your strengths and career goals.

Ablauf und Präsenzzeiten deS Masterstudiums


Inspiration and Impact – What Our Alumni Say
Let yourself be inspired by the experiences of our alumni and discover how the Master’s degree at CBS has shaped their professional and personal development.
FAQ: The most important questions about studying Digital Marketing
Here you can find answers to all important questions all around your Digital Marketing master's degree. If you have any further questions, feel free to contact us at any time.
What is the Digital Marketing?
The English-taught Digital Marketing Master’s programme provides in-depth knowledge and hands-on skills in online marketing strategies, social media management, content marketing, and data-driven marketing. This programme equips students with the expertise to develop innovative digital campaigns and prepares them for leadership roles in the fast-evolving digital marketing sector.
Why should you study the Digital Marketing Master’s programme?
The Master’s in Digital Marketing offers a unique combination of theoretical knowledge and practical application. Students learn how to develop, implement, and optimise digital marketing strategies using the latest tools and technologies. Graduates are highly sought-after in industries such as e-commerce, media, consulting, and digital agencies.
How long does the Digital Marketing Master’s programme last?
The Digital Marketing Master’s programme typically lasts 4 semesters (2 years) and concludes with the award of a Master of Arts (M.A.).
Does the Digital Marketing Master’s programme have a Numerus Clausus (NC)?
There is no fixed NC for the Digital Marketing Master’s programme. Admission is based on your Bachelor’s degree and relevant experience in marketing or a related field.
What are the admission requirements for the Digital Marketing Master’s programme?
Applicants need a first academic degree (e.g., Bachelor’s in Business Administration, Marketing, or a related field). Strong English skills are required, as the Digital Marketing Master’s programme is taught entirely in English.
How is the Digital Marketing Master’s programme structured?
The Digital Marketing Master’s programme combines lectures, seminars, and hands-on projects. Students work on real-world case studies and gain experience with industry-leading digital marketing tools such as Google Analytics, SEO tools, social media management systems, and CRM platforms.
Where can I study the Digital Marketing Master’s programme?
The Digital Marketing Master’s programme is offered at the Cologne campus.
What will I learn in the Digital Marketing Master’s programme? What are the core subjects?
Key study areas in the Digital Marketing Master’s programme include:
• SEO & SEA (Search Engine Marketing)
• Social Media Marketing & Influencer Strategies
• Performance Marketing & Data Analytics
• Customer Relationship Management (CRM)
• Digital Brand Management & Content Strategy
Can I study abroad during the Digital Marketing Master’s programme?
Yes! In the fourth semester, you can either study abroad and write your Master’s thesis internationally or complete a minimum seven-week internship as part of the Digital Marketing Master’s programme.
Can I write my Master’s thesis in collaboration with a company during the Digital Marketing Master’s programme?
Yes! In the final semester, you can either spend a semester abroad or complete a corporate internship, providing the perfect opportunity to write your Master’s thesis with a business focus in the Digital Marketing Master’s programme.
Any questions? We're here to help
Do you have any questions about our bachelor's or master's degree programs? Our Student Advisory team is here to support you! Schedule your personal consultation—online or in person—for tailored, non-binding guidance on finding the right study program for you.
