Digital Marketing (M.A.)

Study language English Intake Fall Duration 4 Semesters
ECTS 120 Type of study Full-Time Qualification Master of Arts
Semester abroad Optional Internship Integrated Campus Cologne
Tuition (Cologne) 5.310 €* Financing More info >>
*The displayed prices are semester fees. For non-EU students' fees please check the tuition fees information page. Status: Jan 2020.

Study Course Plan

Business Economics

  • Demand analysis & estimating demand
  • Supply and market equilibrium
  • Production economics
  • Estimating cost functions and production functions
  • Prices, output and strategy in different markets
  • Game theory models of oligopoly
  • Pricing techniques and analysis

Empirical Research Methods

  • Quantitative and qualitative methods
  • Development of a research question
  • Steps of research process
  • Methods of data collection
  • Data analysis using statistical software programs

Strategic Analysis & Management

  • Strategy making process and strategic reasoning
  • Advanced external environment analysis
  • Cultural and institutional context of strategic management
  • Corporate development and configuration
  • Strategic change and corporate restructuring
  • Strategy evaluation and strategic controls
  • Organizing for success

Innovation Management & Digital Transformation

  • Diagnosing the change context and leading the strategic change
  • Dynamics of innovation & their implications for change management
  • Individual creativity and invention
  • Creativity techniques
  • Corporate creativity & intrapreneuring
  • Innovation and technology strategies
  • Managing innovations
  • Open innovation
  • Diffusion of innovations
  • Cultural differences in innovation capability

Corporate Social Respons­ibility

  • Theories of corporate social responsibility
  • Cornerstones of sustainable management
  • CSR as management approach
  • Practical approaches of organizational effectiveness
  • Tools for CSR implementation
  • CSR and financial performance
  • How to communicate CSR

Corporate Governance

  • 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
  • Corporate governance in different regions

Digital Strategy Development

  • Digital Transformation
  • Big/Smart Data
  • Gamification
  • Content Marketing
  • Social Media Marketing
  • Social Customer Relationship Management
  • Geo-Targeting
  • Cross-/Trans-Channel Marketing

Digital Storytelling

  • Transmedia trends
  • Writing Web contents
  • How to build a character
  • The 3 act model
  • Publishing stories
  • Story building for social media

Advanced Inter­cultural Team Leadership

  • Cultural theories and models
  • The influence of culture on behaviour
  • Team typologies
  • Phases of team development
  • Trust and control
  • Emergence and avoidance of conflicts
  • Leadership verses management
  • The impact of leadership behaviour on teams

Advanced Negotiation and Influencing Skills

Language & Communication Skills

Digital Content Creation

  • Project management in practice
  • Production
  • Distribution
  • Inspiring creative media artists
  • Creative tools for storytelling

Advanced Digital Marketing

  • 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

Online & Social Media Management

  • 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

Business Project

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.

Inter­disciplinary Elective

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The Interdisciplinary Electives usually include subjects like:

  • Chat Bot Design
  • International Competitiveness
  • Omni-Channel Commerce
  • International Trade and Emerging Markets
  • Bitcoin and the Market of Cryptocurrencies
  • Business Process Modeling
  • Design Thinking & Adobe Creative Cloud
  • SAP S/4 Hana in Controlling and Finance
  • App Development in JavaScript
  • East Asian Culture and Business
  • Cultures of Consumption
  • SPSS

Inter­national Economics

  • 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

Applied Management Accounting

  • Systems design: Job-order costing
  • Systems design: Process costing
  • Cost-volume-profit relationships
  • Variable costing
  • Activity based costing to aid decision making
  • Sustainability and ethics in accounting decision making

Inter­national Project Management

  • 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).

Emotional Intelligence

Language & Communication Skills

Big Data & Cloud Management

  • Big Data
  • Cloud management tools
  • Cloud management strategies
  • Private, public, and hybrid clouds

Omni-Channel Commerce

  • E-Commerce business models
  • Internet start-ups
  • Dot-com histories
  • Mobile Commerce
  • Mobile payment

Social Media Monitoring

  • Manual monitoring
  • Monitoring tools
  • Steps of Monitoring
  • Evaluating the results of the Social Media Monitoring
  • Developing a monitoring concept

Media Planning

  • Selection of media
  • Parameters of the media plan
  • Reach patterns
  • Assigning financial resources to different channels
  • Media planning tools
  • Cooperation with media agencies

Business Simulation Game

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

By choosing Interdisciplinary Electives in the second and third semester you can personalize your degree course and extend your management knowledge. The Interdisciplinary Electives usually include subjects like:

  • Chat Bot Design
  • International Competitiveness
  • Omni-Channel Commerce
  • International Trade and Emerging Markets
  • Bitcoin and the Market of Cryptocurrencies
  • Business Process Modeling
  • Design Thinking & Adobe Creative Cloud
  • SAP S/4 Hana in Controlling and Finance
  • App Development in JavaScript
  • East Asian Culture and Business
  • Cultures of Consumption
  • SPSS

Master Thesis Tutorial

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.

Skills Elective

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.

Advanced Digital Marketing Techniques and Tools

Language & Communication Skills

Master Thesis

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.

general business teaching units
programme specific teaching units
interdisciplinary competencies
elective area

A national or international internship – with a minimum duration of 8 weeks – is a mandatory part of the study programme. It is scheduled for the semester break from June till August. Our Career Service department will help you find a suitable company.

Kristina Behr

+49 (0) 221 93 18 09-31

Get in touch

Apply now

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The Master’s in Digital Marketing at CBS: Your studies in Cologne

In many sectors, digital marketing is no longer just window dressing for traditional marketing but has become part of the strategic direction – particularly for globally operating companies in almost all sectors of the economy. As the diversity of digital media increases, there is a contemporaneous need in middle and upper management for experts who master both individual disciplines while also bringing management and leadership qualities to the table.

The English-language Master’s in Digital Marketing at CBS International Business School enables you to pursue a career filled with opportunities thanks to general and profound knowledge and well-trained soft skills.

Why study a digital marketing course in Germany?

Choosing to study digital marketing in Germany is a smart move due to the country’s exceptionally high educational standards. Studying for the Master’s in Digital Marketing at CBS International Business School means immersing yourself in a stunning, historical city which boasts outstanding international connections. With its forward-thinking, global approach and strong corporate connections, CBS’ Master’s in Digital Marketing combines a first-class German education with practical, real-world applicability arguably making it the best digital marketing course in Germany.

Studying Digital Marketing in the Master`s Programme: from Strategy to Storytelling

How do you develop an online marketing strategy that works both internationally and across multiple channels and media? The Digital Marketing Master`s courses “Digital Storytelling” and “Digital Strategy Development” will provide you with the answers to these questions. Here you will learn about the various techniques and tools of online marketing. These include storytelling, website optimisation, search engine marketing, conversion optimisation, and marketing analytics.

You will gain a deeper insight in the seminar “Digital Content Creation”, which awaits you in the second semester.

Focus on Social-Media in the Digital Marketing Master’s Programme

In the Digital Marketing Master`s programme at CBS you will learn how you can use Facebook, Instagram and Co. to plan campaigns that reach exactly the right users. Successful social media strategies require not only effective messages, but also the ability to place them on the right channels and keep an eye on the results. Learning how to manage and monitor various social media outlets is just as much a part of the Digital Marketing Master’s programme as gaining in-depth knowledge of influencer marketing. Use your knowledge in these key areas to build up a decisive competitive advantage and learn how to use large advertising budgets in a targeted manner.

Achieving Key Performance Indicators with the Digital Marketing Master`s Programme

Targeting and big data are two keywords that come to mind when it comes to placing advertising messages in a targeted manner. In order to measure success, it is important to set meaningful goals and ultimately achieve them with well thought-out campaigns. You will learn how this works in the second and third semesters, among other things, during these courses:

  • Omnichannel Commerce
  • Big Data and Cloud Management
  • Media Planning
  • Social Media Monitoring
  • Online and Social Media Management

Study digital marketing in Germany – in English!

CBS’ Master’s in Digital Marketing is taught in English and with business English also on the agenda, you will achieve mastery of both international business vocabulary and industry-specific nomenclature. This will prove particularly useful since almost all digital innovations and trends emerge from the USA. In addition to English, you will also learn another foreign language to further bolster your skillset.

Apply your digital marketing knowledge to real-life situations

Managers in digital marketing need solid business management skills to make economically viable decisions. These are taught in the Digital Marketing Master`s programme.

With a Master’s in Digital Marketing at CBS, you can apply your freshly acquired expertise in a business project or see how you measure up with others in a business simulation game. Alternatively, you can gain insight into the real digital economy during an eight-week-minimum internship. In the fourth semester you can also gain practical experience for your master’s thesis, optionally within the framework of a corporate project. Alternatively, it is also possible to write your master’s thesis during a semester abroad. Maybe in California?

Prerequisites to study a Master’s in Digital Marketing at CBS

For admission into the Master’s in Digital Marketing, you need a Bachelor’s degree, including 30 credits relating to the field of business administration, and advanced English language skills.

The world is your oyster with a Master’s in Digital Marketing

With a Master’s in Digital Marketing from CBS, you will become an expert in how to integrate digital media into the various marketing processes. This makes you incredibly employable with regards to management positions in both operative and strategic marketing in the following:

  • International corporations
  • Content providers and agencies
  • Ad-tech companies
  • Media agencies
  • Or perhaps through starting your own business as an entrepreneur

In the case of the latter, the media management faculty will support you in cooperation with the entrepreneurship chair at CBS and the Hochschulgründernetz Cologne (hgnc).

Consultation? Non-digital

Make an appointment for a personal study consultation. You can also sit in on a trial lecture or come to an info evening or study information day.

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