Digital Marketing & Analytics MSc

Apply now and avail of our spring offer

Short Facts
  • Academic Degree: Master of Science in Digital Marketing & Analytics (MSc)
  • Study format: part-time, online-based, max. of 25 on site sessions, 4 semesters
  • Study content: digital marketing instruments, digital sales, technical basics, digital analytics & strategy, digital marketing law, digital leadership, virtual reality
  • Language: German
  • Prerequisites: academic degree, minimum of two years of professional experience in a qualified position
  • Tuition fee: EUR 14,900
    Spring Offer -1,500 EUR off the regular participation fee if you register before May 31, 2020
  • Next starting date: Fall 2020
  • Application deadline: May 31, 2020

Before studying

The two-year Executive Master Degree program in Digital Marketing & Analytics represents a clever combination of online and on-campus sessions. The innovative blended learning concept enables a maximum of flexibility regarding both time and location.


Two people smile and look at something that is not visible

The part-time Master’s in Digital Marketing & Analytics program provides students with professional competencies and the opportunity to obtain an internationally recognized academic degree to qualify for advanced digital marketing positions.

The program provides professional decision makers and executives with a competent introduction to the world of digital marketing and web-based performance assessment. It equips them with the necessary knowledge to be able to better master the present challenges that the rise of digital media and technologies have brought about with the alteration of human communication practices.

Based on the innovative blended learning concept, the course teaches not only strategic, technical, and legal know-how, but also practically relevant digital marketing instruments, appropriate tone in digital communication, and the generation of target-specific content.

Head of Executive Education
Susanne E. Herzog
Mag. Susanne E. Herzog Head Executive Education
Anna Schneider
Anna Schneider Office Management +43 512 2070 - 2101This email address is being protected from spambots. You need JavaScript enabled to view it.
Two people sitting together at a table with different documents


Applications for admission are accepted on a rolling basis. The required documents are to be submitted online.

Application deadline















In principle, the program accepts individuals with

  • an academic degree at the Bachelor’s level at least and
  • a minimum of two years’ relevant professional experience.

The admission process includes the following elements:

  • Application form
  • Interview
  • Decision

Application Form
The application must be submitted in the form of a online application form accompanied by the required documents (CV, Essay). Successful completion of a first academic degree and minimum of 2 years of professional experience in a qualified position prior to commencement of Master program (ideally, qualified professional activity also during the Master program).

The interview gives applicants the opportunity to present themselves personally, to comment on their previous career, and to explain their motivation for applying, as well as their medium-term professional goals.

An admission committee decides on the applicant's admission to the Master program.

While studying

The MCI Executive Master’s program reflects an entrepreneurial spirit, a high level of commitment, an international focus, intercultural competence, strong networks, and an acknowledged brand of high standing in the business world and society.

The content and organization of the post-graduate Executive Master’s course have been designed to meet the specific requirements and needs of professional decision makers. It not only teaches digital competencies, technical basics, and legal know-how, but also provides participants with the relevant methods to analyze digital data, develop marketing strategies in line with the target group, and efficiently implement multi-channel and social media marketing.

The program, based on blended learning, combines ten online sessions with five on-campus classes of three days each. The MCI eCampus facilitates online studies with a high degree of flexibility regarding both time and location. Learning materials can be downloaded and worked on at any time and from anywhere, if access to the eCampus is provided. Although our students work independently, they are constantly in touch with the faculty, fellow students, and the MCI Support Team.


Time model
Part-time, blended learning (online & presence modules)
9 modules within 4 semesters (24 months); Master Thesis
Precence days
Combination of on-campus and (a)synchronus online phases
Tuition fee
EUR 14,900


Digital Competences
  • Basics in Media & Internet Management
  • Digital Business Models
  • Buildig Websites & Usability
  • Internet-specific Writing Competences
1 day 7 weeks 6
Technical Basics
  • Basics in Internet Technologies
  • Media Technology & Design
2 days 6 weeks 8
Basics & Digital Marketing Tools
  • E-Mail Marketing
  • Search Engine Marketing & Optimization
  • Display Marketing
  • Affiliate Marketing & Couponing
  • Video Marketing
  • Apps Marketing
  • Digital Public Relations
3 days 8 weeks 8
Digital Sales & E-Commerce
  • Webshop Design
  • E-Commerce
  • International & Multichannel Commerce
  • Social Commerce
4 days 5 weeks 8
Social Media Marketing
  • International Social Media Marketing
  • Content Marketing
  • Influencer Marketing
  • Social Media Marketing in HR & Recruiting
  • Private Social Networks
  • Corporate Social Networks
  10 weeks 8
Digital Analytics & Strategies
  • Statistical & Mathematical Methods in Digital Analytics
  • International Digital Analytics
  • Web Analytics
  • Social Media Analytics
  • Mobile & Apps Analytics
  • E-Commerce Analytics
6 days 10 weeks 16
Legal Basics of Digitalen Marketing
  • Data Security & Privacy
  • Copyright & Reputation
  • E-Commerce Law
  • Taxation
  • Labor Law
  7 weeks 6
Digital Marketing Strategies & Leadership   2 days 8 weeks 8
Virtual Reality
  • Virtual Reality
  • Digital Gaming
  • E-Sports
Supervised Master's thesis and complementary seminars; Final examination by a committee   2 days 3 weeks 18

Academic Director
FH-Prof. Dr. Claudia Brauer
Senior Lecturer, MCI Management Center Innsbruck / Tyrol

Program Director
Mag. Susanne E. Herzog
Head of Executive Education & Development, MCI Management Center Innsbruck / Tyrol


The personalized MCI eCampus learning environment provides students with important notifications, email messages, and all the information they require to focus on their studies. Tests and activities to assess one’s personal progress as well as discussion forums and moderated chats additionally facilitate online studies.

Technical requirements for admission to the MCI eCampus:

  • up-to-date PC or laptop
  • broadband internet access
  • microphone and speakers (headset)
  • webcam
  • printer

Software requirements:

  • MS Office or Open Office
  • up-to-date web browser
  • (free) software as announced at the beginning of the semester

Learning goals

In order to ensure the transfer of learning and to enable students to develop relevant competencies, MCI has defined clear cross-curricular learning goals. These describe, in detail, the knowledge and skills acquired by our graduates on completion of their studies at MCI.

Blue circle with connected people in the center that symbolizes effective communication.

Our graduates are effective communicators in their field of work.

Our students can discuss problems, ideas and solutions with specialists and non-specialists.

Blue circle with white gears symbolizing an ability to work scientifically.

Our graduates are competent in applying scientific methods to solve practical problems.

Our students can apply relevant theories and appropriate scientific methods in their field of work.

Our students can act according to ethical principles when doing scientific work.

Blue circle with a white speech bubble, a checkmark and a cross symbol in the middle that symbolizes a well-founded decision-making ability.

Our graduates understand complex digital marketing problems and are effective decision makers in their field of work.

Our students are able to systematically analyze digital marketing problems and decide on the most effective approach to achieve strategic marketing objectives.

Our students are able to measure and analyze the effectiveness of digital marketing activities.

After studying

Upon completion of the Executive Master’s program, graduates are awarded the internationally acknowledged title of a Master of Sciences (MSc).

Our graduates profit from our strong network of recognized lecturers from science, business, and society, even beyond their studies. The exchange with international students also improves their own network and creates international acceptance for the benefit of all our students.

Accreditation by the prestigious Association to Advance Collegiate Schools of Business (AACSB) and the award of the Premium Seal by the Foundation for International Business Administration Accreditation (FIBAA) are testimony to the high quality standards and international standing of this program and respective degree.

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