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.
Introduction to consumer psychology:
typology of purchase decision, consumer psychology in marketing science
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.
Basics and instruments of marketing communication:
Marketing and marketing communication, communication instruments , communication strategy and campaign planning, media strategy and channel planning, public relations
Communication and action:
theory and sociology of communication, intercultural communication, communication models
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)
Socio / non-profit marketing:
Corporate Social Responsibility Social Marketing, Campaigning & Advertising, Social Businesses & Entrepreneurship
data-based marketing strategy, digital communication, online marketing,
cross- and transmedia storytelling
Mindfulness, theoretical and practical preparation for leadership positions
as entrepreneurs and managers
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
thesis and oral examination / colloquium
After checking your application documents, if everything fits, we will invite you to our admission test in Berlin.
Want to know more about this program, Art - Design? Fill out the following form and include any questions you have. This information will be sent directly to the school, and a representative will respond to your enquiry.