English 
Deutsch Who is the Bachelor's Degree in Social Media & Online Marketing suitable for?
The part-time Bachelor's degree in Social Media & Online Marketing at the University of Applied Management is aimed at high school graduates, persons with a university of applied sciences entrance qualification, as well as people with relevant professional experience without a high school diploma. It is especially targeted at everyone who wants to implement digital communication strategies and online marketing at a professional level – from future social media managers, content creators and influencers to working professionals looking to build social media competence for companies or within an agency environment. The course is designed flexibly and enables you to optimally combine practical experience and further education.
What admission requirements apply for the course?
To be admitted to the Bachelor's degree course Social Media & Online Marketing, you must meet one of the following formal requirements:
- General university entrance qualification (Abitur)
- Nationally recognised university of applied sciences entrance qualification (Fachabitur)
- Admission without Abitur upon proof of completed vocational training and relevant professional experience (at least 2 years, depending on the federal state and prior education)
Academic achievements from previous courses of study can be credited after an individual review. The language of instruction is German.
To succeed in the course, you should have an interest in digital media, communication and innovative marketing concepts. Analytical thinking, creativity in content development and openness to new technologies – such as artificial intelligence in marketing – are important qualities. Communication skills and the ability to work in a team support your work on projects and in exchange with lecturers from practice. High self-motivation as well as the willingness to work independently on practice-oriented projects are particularly advantageous in the part-time study format.
What content and skills does the Bachelor’s degree in Social Media & Online Marketing convey?
In the degree programme Social Media & Online Marketing at the University of Applied Management, you develop comprehensive expertise in the key aspects of digital communication, marketing strategies, and media literacy. The course structure is characterised by a high practical share of around 42 % as well as a 360-degree competence model. You are not only taught expert skills in social media management, content creation, and digital marketing, but also train transfer skills, personal & social skills, and future skills.
- Introduction to Social Media Studies – development of abilities to analyse digital channels, work scientifically, and create well-founded presentations.
- Media Psychology and Communication Sciences – understanding of the psychological effects of social media on individuals and society.
- Content Creation & Visual Design – techniques of visual design, storytelling, and production of text, image, and video content.
- Online Marketing & Campaign Management – planning, implementation, and evaluation of social media campaigns, content strategies, and social commerce.
- Social Media Analytics & Monitoring – data evaluation, target group analysis, and optimisation of digital communication across various platforms.
- Media Law & Data Protection – legally compliant use of digital content, copyright, and data protection management.
- Personality Development & Teamwork – motivation, problem solving, decision making, and intercultural communication.
- Specialisations for individual profile development, including social media marketing, opinion formation in social media, social media & big data, influencer marketing, media production, or psychological aspects of media usage.
A particular highlight is the numerous practical projects such as website design, videocast productions, and your own social media campaigns that you carry out during your studies.
How is the Social Media & Online Marketing degree structured organisationally?
The bachelor’s degree programme is offered part-time in the “Studium Plus” study model. This means: You study flexibly and semi-virtually, so that you can easily combine study content with leisure, work, or other commitments. The regular duration of study is 7 semesters (3.5 years) and comprises 210 ECTS credits.
- The teaching is predominantly online via a modern learning platform as well as in virtual study groups with personal support.
- Up to 10 face-to-face workshops take place each semester – in small groups at regional study centres.
- Special emphasis is placed on practical projects as well as on the 6-month practical semester in cooperation with companies.
- Assessment is mainly through project work, presentations, and essays, with classic multiple-choice exams playing a lesser role.
- In the 5th semester, you choose an individual specialisation and work on a focus project.
- The degree concludes with the bachelor’s thesis in the 7th semester.
The flexible learning format allows you to optimally adapt your studies to your life situation.
What career opportunities do you have with a Bachelor’s degree in Social Media & Online Marketing?
With a Bachelor of Arts degree in Social Media & Online Marketing, you open up a wide range of career prospects at the intersection of communication, marketing, and digital transformation. You have excellent chances in rapidly growing industries.
- Content Creator or Social Media Manager – development and implementation of content strategies for companies, organisations, brands, or agencies.
- Social Media Analyst – evaluation of data, trend research, and reporting of digital campaigns to optimise customer engagement.
- Community Manager – building, maintaining, and moderating online communities in companies, start-ups, or NGOs.
- Public Relations Manager – planning and managing digital communication measures and image campaigns.
- Influencer Marketing Specialist – development and implementation of cooperation strategies with influencers or acting as an influencer yourself.
- Media Producer – conception, production, and management of audiovisual content in media houses and agencies.
- Data Analyst in Marketing – analysis and interpretation of social media data and big data for guiding business decisions.
The degree also qualifies you for further master’s programmes in management, media, communication, or digitalisation.
At which locations and in what form does the course take place?
The part-time Social Media & Online Marketing course is offered throughout Germany and Austria. The study-accompanying face-to-face phases take place at several HAM locations, so you can flexibly choose your preferred place. The available study locations for face-to-face workshops include:
- Ismaning (near Munich)
- Hamburg
- Frankfurt am Main
- Vienna (Austria)
Additionally, there are opportunities for networking and personal exchange at other study centres of the University of Applied Management, for example in Berlin, Düsseldorf, Cologne, or Hanover. The online learning platform is available nationwide around the clock.
What costs are associated with the Social Media & Online Marketing degree and how can you finance it?
The tuition fee for the part-time study model amounts to €450 per month. Over the regular study period of 7 semesters (42 months), this results in a total investment of €18,900.
- The fees include teaching materials, personal support, access to the online learning platform, as well as all examination services.
- Various financing options are available for the course, e.g. BAföG, student loans, or scholarship programmes.
- Within a cooperative model with practical companies, your employer can cover part or all of the costs.
- In the part-time model, there is the option to finance the studies yourself alongside your professional activity.
Tuition fees can be paid in instalments on request. Individual advice on financing is available.
Advisory Service
Have questions about Academic Programs Social Media & Online Marketing? Ask your question here, even anonymously. An employee of the institution University of Applied Management or the editorial team will answer you.