English 
Deutsch Who is the Master's programme in Public Relations and Digital Marketing suitable for?
The Master's programme in Public Relations and Digital Marketing is aimed at graduates with a first degree focused on media, communication or marketing who want to specifically prepare for new professional roles at the intersection of PR, corporate communications and digital marketing. The programme is particularly suitable if you are aiming for a career in sectors such as social media management, strategic communications consulting, content marketing or digital brand management. It is also designed for career starters seeking a specialisation in the digital communications environment.
What formal admission requirements apply?
You need a successfully completed university degree (Bachelor, Diplom or Magister) in a communication-, media- or marketing-related subject, for example communication studies, media management, PR, journalism, media production or marketing. The standard period of study is four semesters with 180 ECTS in the first degree; with a degree of 210 ECTS a reduction by one semester may be possible. The language of instruction depends on the study location: English in Berlin and Frankfurt, German in Cologne. Enrolment is possible in the summer and winter semesters.
Interest in strategic communication and digital media as well as a willingness to work on analytical and practice-oriented issues are expected. You should bring a high degree of initiative, communication skills and creativity. Experience in dealing with digital platforms, first practical insights into PR, marketing or media are an advantage. For study in an international context, very good English skills are recommended. Responsibility and the ability to work in a structured way even on complex projects complete your profile.
What content does the Master's programme in Public Relations and Digital Marketing convey?
In the Master's programme Public Relations and Digital Marketing at the Media University of Applied Sciences, you receive targeted training at the interface of PR, corporate communications, and digital marketing. The central subject areas are:
- Public Relations: You deepen your knowledge of PR theories, communication models, and current trends. Strategic communication, PR research, and practical application are the focus, for example through PR practice labs and courses on viral campaigns, rhetoric, or presentation.
- Digital Marketing: You acquire expertise in digital marketing, social media marketing, integrated marketing communications, and modern tools of digital corporate communications. A Digital Marketing Lab allows you to experience innovative concepts firsthand.
- Scientific Competences: Empirical social research, market research, media psychology, and applied PR research provide you with methodological skills for data-driven working methods.
- Interdisciplinary Skills: Modules such as media law, business English, media production, gamification, and intercultural leadership skills complete your profile.
- Specialisations: Corporate and financial communications, communication for NGOs as well as public administration and political communication open up specific career fields.
You train key competencies such as persuasive presentation, media-appropriate storytelling, and strategic thinking in the context of social and technological transformation. The course prepares you practically for new professional fields around social media, influencer communication, or content marketing.
How does the Master's programme proceed and how is it organised?
The programme is designed as a full-time on-campus course and generally lasts 4 semesters (120 ECTS). A dual, practice-integrated study model is additionally possible at the Cologne location: here, you work in a partner company alongside your studies and apply what you have learned directly in your job.
- Start dates: Summer semester (April) and winter semester (October)
- On-campus study: Small learning groups, project-based learning, direct contact with lecturers and practical partners
- Dual option: Especially in Cologne, you combine your studies with a permanent position in a practical company that often covers the tuition fees
- International orientation: Semester or internships abroad possible (via Erasmus+ and PROMOS)
- Flexibility: You can optionally organise the Master's degree as a part-time course
- Language: At the Cologne location teaching is in German, in Berlin and Frankfurt the programme is offered in English
- Credit recognition possibilities: If you already have 210 ECTS from your initial degree, the Master's programme can be shortened to 3 semesters
The practical relevance is emphasised at MU through company projects, media labs, and close cooperation with companies such as ZDF, SAP or Google.
What career prospects arise after graduation?
The Master's programme qualifies you for new and traditional communication professions in the digital age. As a graduate, a wide range of fields of activity are open to you, in particular:
- PR manager in companies, agencies and organisations
- Strategic PR consultancy for clients from business, politics or NGOs
- Press officer in corporate or association environments
- Online communications manager with a focus on social media, content marketing or digital campaigns
- Social media manager or producer for digital content
- Specialist roles such as corporate publisher, SEO/SEA manager and video advertising
Graduates benefit from the cross-industry demand for specialists with digital communication expertise. The strong practical focus and the university’s network facilitate entry both into traditional media companies as well as start-ups, NGOs or public administration.
Where does the programme take place and how is the study environment designed?
You can complete the programme in Berlin, Cologne or Frankfurt am Main. The student-centred learning environment is characterised by:
- Modern campus infrastructure at three attractive locations in German metropolitan areas
- Small learning groups and personal support by experienced lecturers
- Interdisciplinary exchange between the departments of design, communication, management and technology
- Internationally shaped study environment with students from over 40 nations
- Practice labs and regular project weeks
The dual study option is exclusively implemented at the Cologne location. All campuses offer a comprehensive career service and a wide range of opportunities for international networking.
What costs can you expect for the Master's in Public Relations and Digital Marketing?
The full-time programme at the Media University costs €695 per month – a total of €16,680 for the four-semester course. In the dual model, the partner company usually covers the tuition fees in full or in part.
- BAföG funding: The on-campus study is in principle eligible for funding
- Erasmus+ and PROMOS: Grants and scholarship programmes for stays abroad
- Individual financing options: Instalment payments, education funds or partial scholarships depending on location and personal situation
The university offers comprehensive advice on financing and funding opportunities and supports specifically in finding scholarships as well as in mediating internships and dual partner companies.
Advisory Service
Have questions about Academic Programs Public Relations and Digital Marketing? Ask your question here, even anonymously. An employee of the institution Media University of Applied Sciences or the editorial team will answer you.