Overview

Our B.A. Marketing Communication centres on creating strong messages in a digitalised world. Analyse markets and develop creative concepts for companies, brands and products. Understand all parties involved in the process and learn about their individual goals in order to develop professional communication strategies.

To successfully implement communication strategies, you’ll explore different target groups and their preferences regarding new offers and campaigns in our in-house market research lab.

 

PROGRAMME STRUCTURE

First Semester

  • Business Administration (basic economic theories + models)5
  • Marketing I (business models, marketing management)5
  • Campaign Planning (communication instruments for media plan + budget)5
  • Communication Sciences (models + research)5
  • Communication Strategy (briefing + positioning)5
  • Consumer + Advertising Psychology (perception + activation, motivation + attitude)5

Second Semester

  • Applied Media Theory (verbal + visual communication, digital communication)5
  • Creative Strategies I (advertising strategies, creative briefing + big idea)5
  • Presentation (presentation strategies, media skills)5
  • Market Research I (quantitative + qualitative methods, survey design)5
  • Communication Strategy (fast moving consumer goods, crossmedia campaigns)5
  • Elective5

Third Semester

  • Marketing II (nonprofit + social marketing, marketing ethics)5
  • Corporate Communication (public + media relations, theories + models)5
  • Application + Career I (project management, application strategies)5
  • Media Sciences (models + research)5
  • Communication Strategy (culture + society, nonprofit + social marketing campaigns)5
  • Project-oriented Work (interdisciplinary project, event, competition)5

 

Fourth Semester

  • Creative Strategies II (innovation strategies, design-driven innovation)5
  • Brand Management (brand models, brand positioning)5
  • Elective5
  • Lab Project5
  • Communication Strategy (innovation, start ups + new markets)5
  • Project-oriented Work (interdisciplinary project, event, competition)5

 

Fifth Semester

  • Practical Phase / Semester Abroad (relevant professional internship or student exchange programme)25
  • Independent Project (individual project, abstract + presentation)5

 

Sixth Semester

  • Creative Strategies III (advertising futures, weak signals + trends)5
  • Marketing III (global marketing)5
  • Competitive Analysis (statistics, analysis software)5
  • Statistics (data analysis + indices, analysis software)5
  • Communication Strategy (international campaign, intercultural communication)5
  • Audiovisual Communication (concept + production planning, film production + post production)5

 

Seventh Semester

  • Media Law + Media Management (copyright + licensing)5
  • Industrial and Organisational Psychology (employer branding, leadership strategies)5
  • Application + Career II (entrepreneurship, application + career coaching)5
  • Communication + Media Advanced (cultural studies, current communication and media research)5
  • Bachelor's Thesis10

 

ENTRY REQUIREMENTS

  • General higher education entrance qualification (Abitur) or university of applied sciences entrance qualification (Fachhochschulreife)
  • Proof of English language proficiency
  • CV
  • Copy of your identity card or passport
  • Written analysis of advertising measures

 

ENGLISH LANGUAGE REQUIREMENTS

  • Duolingo 95 Pts
  • TOEFL 87 ibt (direct recording)
  • TOEFL 79 - 86 ibt (with additional agreement)
  • TOEIC 785 (Listening/Reading 785, Speaking 160, Writing 150)
  • IELTS (academic) 6.5 average - deviations from this rule are governed by the current version of the Language Centre's guidelines
  • CAE (grade A, B, or C)
  • CPE (grade A, B or C)
  • FCE (grade A, B or C)
  • Pearson English Test Academic (PTE-A) 59 points

 

CAREER PROSPECTS

  • Strategic planner
  • Account manager
  • Brand consultant
  • Marketing manager
  • Conceptionist
  • Social media manager
  • PR consultant


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