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Overview

Marketing communication today is shaped and continued by the recipient. Control processes are becoming more complex because every communication develops its own dynamic - not least in social media. How to develop creative campaigns under these conditions, stage products as experiences, involve the recipient and always critically question and rethink everything you will learn in the master's degree in marketing communication.

 

PROGRAMME STRUCTURE

First semester

  • Introduction to consumer psychology5
  • Consumer Personality and Social Psychology5
  • Practical project 15
  • Elective module5
  • Basics and instruments of marketing communication10

Introduction to consumer psychology:
typology of purchase decision, consumer psychology in marketing science

Consumer
Personality and Social Psychology: Paradigms of Personality Research, Attitude and Behavior, Psychology of the Crowd

Practical project 1:
Real practical project with partners from business, associations, organizations, etc.

Elective module:

  1. Creation + innovation
  2. Corporate communication
  3. Consumer psychology

Basics and instruments of marketing communication:
Marketing and marketing communication, communication instruments , communication strategy and campaign planning, media strategy and channel planning, public relations

 

Second semester

  • Communication and action5
  • Brand management5
  • Brand Experience + Customer Journey5
  • Practice project 25
  • Methods / empirical research10

Communication and action:
theory and sociology of communication, intercultural communication, communication models

Brand management:
digital brand management, brand positioning, brand architecture,
international brand management

Brand Experience + Customer Journey:
Concepts of brand experience: Customer Experience Management, Internal & Employer Branding

Practical project 2:
Real practical project with partners from business, associations, organizations, etc. Project management (classic models, agile models, online tools)

Methods / empirical research:
market research, qualitative methods (e.g. interviews) & quantitative methods (e.g. questionnaire development) (theoretical principles and own research work)

 

Third semester

  • Socio / non-profit marketing5
  • Digital media5
  • management5
  • Elective module5
  • Practice project 35
  • Marketing in social discourse5

Socio / non-profit marketing:
Corporate Social Responsibility Social Marketing, Campaigning & Advertising, Social Businesses & Entrepreneurship

Digital media:
data-based marketing strategy, digital communication, online marketing,
cross- and transmedia storytelling

Management:
Mindfulness, theoretical and practical preparation for leadership positions
as entrepreneurs and managers

Elective module:

  1. Creation + innovation
  2. Corporate communication
  3. Consumer psychology

Practical project 3:
Real practical project with partners from business, associations, organizations, etc. Communication and teamwork

Marketing in social discourse:
Current and controversial topics relevant to marketing and communication

 

Fourth semester

  • Master thesis30th
  • Master's Colloquium0

Master's thesis:
thesis and oral examination / colloquium

Master's Colloquium

 

ENTRY REQUIREMENTS

  • officially certified copy of your university or (technical) college degree certificate
  • Transcript of Records
  • curriculum vitae
  • Motivation letter
  • processed written entrance test

After checking your application documents, if everything fits, we will invite you to our admission test in Berlin.

 

ENGLISH LANGUAGE REQUIREMENTS

  • DSH exam (level 2)
  • TestDaF (TDN 4 in all sub-exams. If a grade 3 is achieved in one sub-exam, this can be offset if the grade 5 is given in another sub-exam and a total of at least 20 points have been achieved)
  • the Goethe certificate C1 and C2 or Telc C1 and C2 (minimum grade 2)
  • the language diploma (level II) of the Standing Conference (KMK), also called DSD II
  • the assessment test of a preparatory college, part of the German examination
  •  telc C1 University.

 

CAREER PROSPECTS

  • Brand and Product Manager
  • Marketing Director
  • Customer or Business consultant
  • Planner
  • PR consultant
  • Conceptioner
  • Market researcher


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