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Deutsch Who is the Bachelor’s Degree in Marketing & Media Management suitable for?
The part-time Bachelor’s degree in Marketing & Media Management at the University of Applied Management is aimed at school graduates with university entrance qualifications as well as professionals who want to specifically prepare for specialist and management roles in the media, marketing and communications industry. It addresses individuals interested in creative media projects, digital communication, storytelling and entrepreneurial strategies, while also valuing a high practical component and flexible study organisation. The course is suitable both for beginners without industry-specific professional experience and for those with initial practical experience in media, marketing, communication or related fields.
What formal admission requirements do you need to meet?
The following admission requirements apply:
- General university entrance qualification (Abitur) or
- Advanced technical college entrance qualification (Fachabitur, recognised nationwide) or
- Studying without Abitur with professional experience: Possible by proving a subject-related vocational training followed by at least 3 years of professional work and successful aptitude test according to the Higher Education Act
Completed academic achievements from comparable courses may be partially credited after individual assessment and can lead to a shortening of the study duration. The language of instruction is German.
For a dual study programme, a training contract with a cooperating company is also required. Study advice supports the mediation of suitable partner companies.
Personally, you should bring a strong interest in digital media, communication, marketing trends and entrepreneurial thinking. Creativity, openness to new technologies such as artificial intelligence, teamwork and initiative are key success factors, as the course requires a large practical component, group projects and the transfer of theoretical knowledge into real media projects. Initial experience in creative work (e.g. content creation, social media, video or text production), a sense for trends, willingness for interdisciplinary collaboration as well as the ability to learn independently and reflect on one’s own strengths are advantageous.
What content can you expect in the Bachelor's degree in Marketing & Media Management?
In the Marketing & Media Management degree programme at the University of Applied Management, you will learn how to plan, design and market media content. The focus is on combining creative skills, strategic thinking and digital media competence. The most important study contents are:
- Media and Communication Studies: Basics of the media landscape, societal impact of media, international media platforms.
- Marketing and Content Creation: Development and production of content for different channels, storytelling, digital and cross-media marketing, campaign planning.
- Media Psychology: Influence and effects of media on target groups.
- Media Law and Media Ethics: Legal frameworks, rights and responsibilities in dealing with media.
- Online Marketing: Search engine optimisation (SEO), social media strategies, data-driven analysis, content and performance marketing.
- Artificial Intelligence and Digitalisation: Integration of AI into media practice, data analysis and innovative technologies for the development of multimedia offerings.
- Personal and Social Competences: Communication, teamwork, project management, personal development.
From the fifth semester onwards, you choose one of six specialisations, for example:
- Marketing (with a focus on international marketing, branding, content creation, campaigning & crossmedia)
- Online Marketing (SEO, analytics, social media)
- Event Management, Corporate Communication & PR, Crossmedia, Start-up Development
Practical transfer projects, own media productions and a compulsory internship semester complement the specialist knowledge and prepare you for the demands of the media and marketing industry.
How is the course organised?
The degree programme is structured according to the so-called “competency-based study” model, which combines high flexibility, digital self-learning phases and intensive practical relevance. You can choose between two organisational forms:
- Studium Plus (part-time): Semi-virtual model with an online learning platform and approx. 10 face-to-face workshops per semester. Ideal if you want to flexibly combine work, leisure and studies. The practical elements are firmly integrated in the programme (including a dedicated internship semester and practical team projects).
- Dual Plus (dual study programme): Here you spend up to 42% of your study time at the company. The remaining time is used for the online modules and workshops. The tuition fees are covered by the partner company, and you also receive a salary.
The curriculum spans 7 semesters (210 ECTS) and is modular. Each semester you work on several practical projects – for example the development of a cross-media campaign concept, TV productions or your own online project. A 6-month internship semester can be completed flexibly during the programme. At the end you complete your bachelor thesis with a thematic focus on media or marketing management.
What career paths are open to you after graduation?
With a Bachelor’s degree in Marketing & Media Management, you have a broad qualification profile, which is in demand in many industries. Graduates work, for example, as:
- Content Strategist: Development and management of digital media content for companies, agencies and media houses.
- SEO Manager: Optimisation of websites and online offerings for search engines, analysis of user behaviour.
- Strategy Manager in a media company: Development of sustainable business models, digitalisation strategies and campaign evaluation.
- Social Media or Communications Manager: Planning, implementation and analysis of social media activities and PR strategies.
- Project Manager in agencies: Managing creative teams, leading media and marketing projects, event management.
- Founding your own start-up or working as an innovation manager for digital business models.
The acquired specialist, methodological and future competences also prepare you for advanced master’s degree programmes in media management, communication management or marketing.
At which locations is the degree offered?
The University of Applied Management offers the Marketing & Media Management degree with the Bachelor of Arts qualification at two main locations:
- Ismaning (near Munich)
- Hamburg
The face-to-face workshops can also be attended at other study centres, for example in Berlin, Dortmund/Unna, Düsseldorf, Hanover, Cologne, Nuremberg and Vienna. The online modules are available regardless of location, allowing you to study flexibly.
What costs should you expect and what financing options are available?
In the “Studium Plus” study model, you pay €495 per month; with a study duration of 7 semesters, this totals €21,585. In the dual variant “Dual Plus”, the partner company covers all tuition fees. Additionally, as a dual student you receive a salary during the practical phases.
- Studium Plus: €495 monthly, total costs: €21,585
- Dual Plus: €0 fees, company covers costs, plus salary
Regardless of the study model, you can explore classic financing options such as BAföG, student loans or scholarships. Thanks to the high level of practical experience, early acquisition of professional experience and a quick career start is also possible, which additionally secures your education financially.
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