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Deutsch Who is the Master’s in Social Media & Online Marketing aimed at?
The part-time Master’s programme Social Media & Online Marketing is aimed at professionals who take responsibility or want to deepen their expertise in the fields of online marketing, social media, content management or digital communication. Typical participants already hold a first university degree in business, media, communication or related subjects and specifically want to pursue leadership roles as online marketing managers, SEO specialists, content marketing managers or community managers. The course is ideal for anyone seeking a highly practice-oriented competence-based programme and wanting to expand their professional profile in digital marketing.
What formal admission requirements apply?
For your admission, you need a subject-specific or related Bachelor’s degree, a diploma or a Magister with at least 180 ECTS credits or an equivalent foreign degree. A related degree is possible if you can demonstrate at least 90 ECTS credits in relevant subjects (e.g. business, media, communication). Applicants with less than 210 ECTS can make up missing credits through a preparatory course programme or recognition of a practical semester. There is no NC (numerus clausus), the course can be started without any grade limit. The language of instruction is German.
You should have an interest in current developments in digital marketing and social media. Analytical thinking, independent working, creativity and communication skills are important personal prerequisites for study success. Experience with digital tools, a basic understanding of marketing processes and openness to technological innovations (such as AI and data-driven strategies) are advantageous. Initiative, the ability to work in a team and the willingness to handle complex projects independently will help you successfully complete this practice-oriented course.
Which content do you deepen in the Master's Social Media & Online Marketing?
In the Master's programme Social Media & Online Marketing at the University of Applied Management, you strengthen your skills that are indispensable in digital marketing today. The focus is on strategic online marketing, search engine optimisation (SEO), performance marketing and social media marketing. The content is practice-oriented and provides you with comprehensive expert knowledge, methodological competence as well as personal and social skills. With the systematic approach "AI inside", you deal with the role and use of artificial intelligence (AI) in online marketing in almost every module and are specifically trained to become an AI expert.
- 1st semester: Advanced Cornerstone Modules (basics of management & economics), Global Economics, Leadership, Management of Transformation, Advanced Journal Club (scientific working techniques)
- 2nd semester: Strategic Online Marketing, SEO, Performance Marketing, strategies and application areas of social media marketing, intensive practical projects
- 3rd semester: Advanced research methods, master's thesis with practical relevance
The curriculum is complemented by future skills modules (e.g. on digitalisation, sustainability, AI trends) and transfer projects that qualify you as a generalist for demanding marketing tasks.
How is the part-time study programme organised?
The studies at HAM follow the semi-virtual blended learning model: You learn a large part of the content flexibly and independently of location via an online learning platform, supplemented by regular face-to-face seminars at the study centres. Usually, at least 10 interactive face-to-face workshops take place per semester, promoting personal exchange and the application of what you have learned. The curriculum comprises a total of 3 semesters and 90 ECTS credits. You benefit from practice-oriented project work taken directly from business practice and close supervision in small learning groups.
- Choice between Studium Plus (part-time, flexible) and Dual Plus (dual studies with partner companies)
- On average 42% practical share – projects instead of theory tests
- Small groups (maximum 30 students) for a personal learning atmosphere
- Synchronization of theory and practice through practical projects and case studies
Which career paths open up with the Master's degree?
With the Master of Arts Social Media & Online Marketing, you position yourself for leading specialist and management roles in the digital economy. The practice- and future-oriented training opens up diverse perspectives for you:
- Online Marketing Manager: Development, implementation and control of digital marketing campaigns
- SEO Manager: Optimisation of websites, keyword strategies, technical and content SEO
- Performance Marketing Specialist: Analysis of campaign data, optimisation of media usage, increase of conversion rates
- Content Marketing Manager: Planning and implementation of cross-channel content strategies
- Community Manager: Building and maintaining online communities and moderating social media channels
- Customer Journey Manager: Analysis and optimisation of digital touchpoints, management of customer experiences
Further opportunities exist in consulting, communication agencies, start-ups, media companies or as an in-house expert for digitalisation and innovation.
At which locations do you study Social Media & Online Marketing?
The Master's programme Social Media & Online Marketing is offered at the University of Applied Management as a part-time study and enables you to follow a specially designed blended learning approach. The organisation is designed so that you have maximum local flexibility:
- Online modules: Location-independent, individual learning pace
- Face-to-face seminars and examinations: Optional at study centres in Ismaning (near Munich), Hamburg, Düsseldorf, Hanover, Leipzig, Mannheim or Vienna
This way, you combine self-directed learning with personal exchange on site and establish important networking contacts.
How are the tuition fees composed and what financing options are available?
The tuition fees differ depending on the chosen study model:
- Studium Plus (part-time): €595 per month, a total of €10,750 for the three-semester programme
- Dual Plus (dual studies): €0 tuition fees – the costs are fully covered by the partner company, and in addition you receive a salary
For the part-time model, classic financing options such as instalment payments, funding programmes (e.g. education funds, possibly advancement scholarship) as well as support from the employer are available. The dual model enables full financing by the company and direct entry into professional practice.
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