Dual studies Digital marketing and e-commerce (B.A.) – MU

👉 The Bachelor's degree programme in Digital Marketing and E-Commerce (B.A.) at the Media University in Cologne is aimed at prospective students who wish to acquire comprehensive knowledge in digital marketing and e-commerce. The six-semester full-time course imparts skills in data analytics, online advertising, social media management, customer relationship management, as well as e-business and web analytics. A particular focus is placed on the combination of theory and practice, for example through a compulsory six-month internship or a dual study programme with an integrated professional placement. The Bachelor of Arts degree is officially approved and accredited and qualifies graduates for a wide range of positions in digital marketing and commercial sectors.

At a Glance

🏫 University Media University of Applied Sciences , UAS based in Berlin (Germany)
The MU Media University of Applied Sciences is a private, state-recognised university of applied sciences with locations in Berlin, Cologne, and Frankfurt am Main. It offers practice-oriented and interdisciplinary bachelor's and master's programmes with a focus on media in the fields of design, communication, management, psychology, and humanities. All programmes are FIBAA-accredited or undergoing accreditation. The university is part of the Erasmus+ programme and the PROMOS funding programme and maintains worldwide university partnerships. Small study groups, close practical networking, a pronounced internationalisation approach, as well as sustainability and equal opportunities shape the study concept.
📋 Study Format Dual studies
🎓 Field of Study EconomicsMarketing
📜 Degree Bachelor of Arts (B.A.)
⏳ Duration 8 Semesters
🎯 ECTS 180 Credit Points
🌍 Language of Instruction German
📖 Course contents Scientific propaedeutics, economics, media and communication studies, interculturality, empirical methodology, personal and social competences, media law, social sciences, social psychology, media technology, digital economy, business English, second foreign language, fundamentals of applied statistics, data analytics, entrepreneurship, network economy, economic methodology, business ethics and digital ethics, e-business, e-commerce, trade and service management, customer relationship management, user experience, web analytics, human-computer interaction, practical module e-commerce, introduction to marketing, consumer behaviour, online advertising and media planning, social media and community management, web technologies, practical online marketing
📍 Location Berlin, Cologne or Frankfurt am Main
📅 Enrollment Winter semester
💶 Fees
from 640 € monthly
from 30720 € total
🔗 More Info View Vendor Profile

Who is the Bachelor’s Degree in Digital Marketing and E-Commerce Suitable For?

The degree programme Digital Marketing and E-Commerce (B.A.) at the Media University is aimed at prospective students who aspire to a professional future in the fields of online marketing, e-commerce or digital business models. The dual study programme is particularly attractive to applicants who want to combine theoretical knowledge with practical work experience. Typical target groups are school leavers with an interest in media, communication or business, persons with a university of applied sciences entrance qualification, as well as professionals from trade, marketing or digital service sectors who wish to further qualify themselves both academically and practically.

What Admission Requirements Apply for the Dual Study Programme?

To be admitted to the dual study programme, you need at least one of the following formal qualifications:

  • General university entrance qualification (Abitur)
  • University of applied sciences entrance qualification (Fachabitur)
  • Subject-specific university entrance qualification
  • A professional qualification, for example a completed advanced training (master craftsman’s certificate, specialist, technician) or a completed vocational training plus several years of professional experience and a passed aptitude test (according to § 11 BerlHG)

In the dual study programme, a employment contract with a cooperating company is also required to ensure practical training alongside the studies. The Media University supports you in finding and placing companies.

For enrolment, application documents, a CV and proof of your qualifications are usually required. In the case of foreign educational certificates, recognition of equivalence by the university is necessary.

Another requirement is participation in an application and selection procedure of the university, which may consist, depending on the location, of a motivational interview or aptitude test. Detailed information about the procedures is available through the Media University’s student advisory service.

You should have a strong interest in digital media, communication and economic contexts. Initiative and the ability to work independently are crucial in the dual system. Analytical thinking skills and basic knowledge of mathematics are advantageous, as subjects such as data analytics and web analytics are part of the curriculum. Initial practical experience – for example through internships in marketing, trade or media – is helpful but not mandatory. Communication skills as well as a willingness to continuously align practice and theory within the company are important personal prerequisites.

What content can you expect in the Bachelor’s degree in Digital Marketing and E-Commerce?

In the bachelor’s degree Digital Marketing and E-Commerce at the Media University of Applied Sciences, you will acquire a double qualification at the interface of marketing and digital commerce. The core study contents include business fundamentals, data analytics, entrepreneurship as well as business ethics and digital ethics. You will engage with digital marketing strategies and e-commerce solutions and develop practical skills that will position you flexibly in the online job market later on.

  • Consumer behaviour – recognising and analysing purchase decisions in the digital realm
  • Online advertising and media planning – development and management of advertising campaigns
  • Social media and community management – building and managing online communities
  • Shop systems and e-business – planning and management of digital sales channels
  • Customer Relationship Management (CRM) – techniques for retaining and supporting digital customers
  • User experience and web analytics – optimisation of the user experience and data-driven analysis of digital markets
  • General education modules: academic work, interculturality, media and communication studies, foreign languages and business ethics

Depending on the chosen route (campus or dual), a high practical component is also emphasised – for example through practical projects, case studies or direct integration into operational processes in the dual study programme.

How is the study programme structured and organised?

The programme is designed as a dual study programme with a standard period of 7 semesters. From the beginning, you will work in parallel with your studies at a partner company, so that operational practical projects and the application of study contents are an integral part of your training. The Media University actively supports you in finding a suitable partner company.

In the classic campus study, the duration is 6 semesters and includes a mandatory six-month internship. In both variants, small learning groups as well as close contact with experienced lecturers promote your individual learning success. The start of studies is each year in the summer (April) and winter semester (October).

What career paths open up after graduation?

The degree qualifies you for numerous professional fields in digital marketing and e-commerce. The broad range of skills opens up diverse entry and development opportunities around the digital economy.

  • (Online/Digital) Marketing Manager – development, management and analysis of marketing campaigns
  • Media planner – planning and optimisation of advertising budgets on digital platforms
  • Social media consultant / community manager – managing brands in the social web and building communities
  • Business analyst / data analyst – analysing digital business models and user behaviour based on data
  • CRM specialist – building and managing customer relationships in digital channels

Thanks to the strong practical orientation and a broad network of corporate partners, you benefit from good opportunities when entering the profession and bring the sought-after skills for the digital transformation of companies.

At which locations can you complete the degree programme?

The degree programme is offered at three locations of the Media University: Berlin, Cologne and Frankfurt am Main. All campuses are modernly equipped and enable a cross-campus, international learning environment. The university places great value on small learning groups and interdisciplinary exchange between faculties, which enriches everyday study life and promotes community.

What costs can you expect – and how can you finance your studies?

The tuition fees in the dual model amount to €640 per month, with a total of €30,720 over the entire duration of the studies. In the dual study programme, the partner company usually covers the costs. In the campus study programme, the monthly fee is €790, and the campus study is also eligible for BAföG. For both variants, it is possible to use funding programmes (e.g. Erasmus+, PROMOS) or scholarships. The Media University’s student advisory service supports you individually in selecting and applying for financing and funding opportunities.

Advisory Service

Have questions about Academic Programs Digital marketing and e-commerce? Ask your question here, even anonymously. An employee of the institution Media University of Applied Sciences or the editorial team will answer you.

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