Online Marketing, Master of Arts

Detailed Course Content

In the Master’s degree programme Online Marketing (M.A.) at Hochschule Fresenius, you acquire comprehensive knowledge across the entire spectrum of digital marketing. You deepen, among other topics, the following areas:

• Management and Marketing: Fundamentals of strategic management, internationalisation of marketing concepts, business management decision-making processes.
• Research-based and Data-driven Work: Development and analysis of scientific questions, use of quantitative and qualitative research methods, evaluation of digital data sources.
• Marketing Management and Communication Management: Planning and controlling cross-media marketing campaigns, customer centricity, customer journey mapping, touchpoint management.
• Data-driven Marketing: Application of data management, analysis of user and market data for the development of effective marketing strategies.
• Skills for Multichannel Marketing Campaigns: Conception of digital measures on various channels and platforms.

During the course of your studies, you select individual specialisations (three modules each from two groups):

• Content Marketing and Brand Storytelling
• Social Media Marketing and Social Media Advertising
• Search Engine Marketing
• Mobile Marketing
• Voice Control, Chatbots and Messenger Marketing
• User Experience Design
• Mobile Infrastructure and App Development
• Checkout-related Services

At the end of the programme, you write a Master’s thesis in which you scientifically deal with a self-chosen topic from online marketing and develop your own concepts. Optionally, you can also complete international certificates and masterclasses offered by Arizona State University (ASU).

Course Structure

The Master’s programme Online Marketing is designed as a purely distance learning course and lasts 4, 6 or 8 semesters (120 ECTS), depending on the study model chosen. The entire organisation takes place online:

• Start is possible monthly on the 1st of each month.
• The course content is delivered via digital learning platforms, e-lectures, interactive tasks, webinars and digital scripts.
• You take exams and other assessments flexibly, partly as online examinations or as coursework.
• You can study alongside work or full-time – the scheduling is freely selectable.
• Personal lecturers and study coaches are available to advise you.
• Special practical relevance is ensured by the choice of specialisations and topics that can be directly applied to your own professional activities.
• International modules or certificates can be completed online via the cooperation partner Arizona State University.

Career Prospects & Professional Opportunities

As a graduate of the Online Marketing Master’s programme, various career paths are open to you:

• Strategic Online Marketing: Working in marketing departments of large companies, medium-sized enterprises or start-ups as an Online Marketing Manager, Digital Marketing Specialist or Campaign Manager.
• Communication Management: Employment in communications agencies, media companies, publishers or production houses – especially in the development of cross-media marketing concepts.
• Specialised Fields: Specialisation in areas such as social media marketing, search engine marketing (SEO/SEA), content marketing, performance marketing or e-commerce.
• Self-employment & Consulting: Opportunities as a consultant in online marketing, founding your own agency or freelancing.
• Digital Innovation & Transformation: Positioning as the person responsible for digital market launches, new digital customer journeys or data-driven marketing projects.

Through flexible specialisation, you can tailor your profile individually to trends such as user experience design, mobile advertising, data analysis or conversational marketing.

Study Location: Flexible Distance Learning and International Orientation

The programme takes place entirely online. You are not bound to a physical location and can learn and take exams from anywhere. Hochschule Fresenius operates its distance learning division under “Onlineplus” from Germany – technical, organisational and advisory support is provided by the central team and teaching staff. Through the partnership with Arizona State University, you have free access to international certificates and masterclasses – these can also be completed online.

Costs and Financing

The fees for the Master’s programme Online Marketing (M.A.) depend on the chosen study duration:

• For 48 months of study: €315 per month
• For 36 months: €395 per month
• For 24 months: €525 per month

The total costs start from €12,600, depending on the chosen rate. The price includes all learning materials, examination fees, support by study coaches, access to e-learning platforms and digital libraries as well as supplementary certificates from ASU.

Various financing options are available:

• Student loans (e.g. KfW student loan)
• Scholarship programmes such as the Deutschlandstipendium
• BAföG (in individual cases, mostly supplementary for further education)
• Support for employees by their employer
• Tax deductibility of fees as business expenses if professionally relevant

Personal advice on funding options is offered by the university.