Hardly anything has changed marketing as much as digitization. The digital transformation poses major challenges for companies, and in particular marketing, and at the same time offers enormous opportunities. The expectations of customers and their communication behavior have changed. The number of communication channels (Instagram, Snapchat, Twitter & Co) is increasing rapidly, as is the available data (big data) and the dynamics of markets. This is the dawn of a new era for marketers! Innovative platforms enable companies to use touchpoints that have never been seen before and to design the customer journey comprehensively.
This course provides you with the skills to actively help shape the future as experts in digital marketing. You will gain a comprehensive understanding of digital transformation, customer behavior and data management. This enables you to derive strategies for change processes and to set important impulses for the future of every company.
The core elements in the Master degree programme in Digital Marketing Management provides graduates with expertise in a wide spectrum of application areas:
- Execution of market analyses
- Definition of target groups and personas
- Development, budgeting and implementation of marketing concepts
- Lead generation
- Acquisition of new customers
- Customer retention
- Surveying, analysis, interpretation and reporting of data
