Digital Marketing & Analytics MSc

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Short Facts
  • Academic degree: Master of Science (MSc)
  • Type of study: part-time, online-based, max. 24 face-to-face attendance days within the two-year study period (four semesters)
  • Contents: Instruments of Digital Marketing, Digital Sales, Technical Basics, Digital Analytics & Strategy, Law in Digital Marketing, Digital Leadership, Virtual Reality
  • Language: German
  • Prerequisites: academic degree, minimum of two years professional experience in a qualified position
  • Tuition fee: EUR 14,900,-
  • Next starting date: October 30, 2020

WHY STUDY DIGITAL MARKETING & ANALYTICS?

"The digitalization of the economy comes with completely new job profiles. Companies are looking for digital marketing experts and digital analysts in order to develop new potentials in a globalized and digitized world". FH-Prof. Dr. Claudia Brauer, Academic Director

Overview

The part-time Executive Master program Digital Marketing & Analytics MSc in Mobile Learning format (Blended Learning) focuses on comprehensive technical, strategic and legal know-how in the field of strategy development and online marketing. A particular focus is on digital analysis and web-based performance measurement, which takes the planning and evaluation of marketing strategies and marketing measures to a new level.

  • Professional introduction to digital marketing and web-based performance measurement
  • Planning and Marketing Analytics on a new level
  • Flexibility in time and location through Mobile Learning
  • Ten modules spread over four semesters
  • Business relevant content that can be put into practice immediately
  • Lecturers from science, business and consulting
  • Study in the German language
Digital Marketing & Analytics at MCI

Learn from FH-Prof. Dr. Claudia Brauer why now is exactly the right time to become an expert in the field of Digital Marketing & Analytics.

From a student’s perspective ...

Learn more about the part-time Master program "Digital Marketing & Analytics" from our student Valentin Schennach.

Head Executive Education
Susanne E. Herzog
Mag. Susanne E. Herzog Head Executive Education

If you have any questions about the study program, please contact us.

Gruppe vor Bildschirm bei Datenanalyse, drei Menschen sichtbar, drei verdeckt

STRUCTURE & CONTENTS

The Master program Digital Marketing & Analytics provides decision-makers and specialists with a professional introduction to the world of digital marketing and web-based performance measurement.

The innovative study program was developed at MCI | The Entrepreneurial School®. In addition to underlying strategic, technical and legal know-how, the program teaches practical digital marketing instruments, the correct use of digital communication tools and the development of target group-specific content.

The topics are:

  • Digital skills
  • Technical basics
  • Digital Marketing
  • Digital Sales & E-Commerce
  • Social Media Marketing
  • Digital Analytics & Strategies
  • Fundamentals of Law
  • Digital Marketing Strategy & Leadership
  • Virtual Reality


The course of study concludes with a Master thesis on a scientific level, which deals with a problem of the own organisation or the respective professional environment. In this way, the final transfer of the acquired knowledge into one's own professional practice takes place.

In terms of didactics, the part-time study program follows the mobile learning concept (blended learning) developed at MCI | The Entrepreneurial School®. An intelligent mix of online phases, attendance modules and electronic media links location-independent studies with personal interaction between lecturers and students. The didactic concept thus differs fundamentally from typical distance learning and meets the highest standards.


Facts

Format
Part-time, Blended Learning (online & attendance modules)
DESIGN
Ten stages in 24 months
PRESENCE DAYS
24 presence days
Online Weeks
62 online weeks
ECTS
90 ECTS
Language
German
Tuition Fee
EUR 14,900,-

Module Overview

Module%
Digital Competences 6,5%
Technical Basics 6,5%
Basics & Digital Marketing Tools 9%
Digital Sales & E-Commerce 9%
Social Media Marketing 9%
Digital Sales 9%
Digital Analytics & Strategies 18%
Legal Basics of Digital Marketing 9%
Virtual Reality 4%
Supervised Master thesis and complementary seminars; Final examination by a committee 20%
Total 100%
ModulContentsPresenceOnlineECTS
Digital Skills

Website Design & Usability 
Basics Media- & Internet Management
Writing Skills on the Internet

2 days 6 weeks 7
Technical Basics

Basics Internet Technologies
Media Technology & Design

1 day 6 weeks 7
Basics & Instruments of Digital Marketing

Email Marketing
Display Marketing
Search Engine Advertising
Search Engine Optimization
Affiliate Marketing & Couponing
Digital Public Relations
Video Marketing
Apps Marketing

5 days 5 weeks 8
Digital Sales & E-Commerce

Webshop Design
E-Commerce
International & Multichannel Commerce
Social Commerce

2 days 7 weeks 8
Social Media Marketing

Content Marketing
Private Social Networks
Corporate Social Networks
Influencer Marketing
Social Media Marketing in HR/Recruiting
International Social Media
Marketing

  10 weeks 8
Digital Analytics & Strategies

Web Analytics
Statistical & mathematical Methods
Social Media Marketing
E-Commerce Analytics/In-Store Analytics
International Digital Analytics
Mobile & Apps Analytics

6 days 10 weeks 16
Legal bases in Digital Marketing

Copyright & Reputation
Data Security & Privacy
Labour Law
E-Commerce Law
Tax aspects

  7 weeks 6
Digital Marketing Strategies & Leadership

Digital Strategies & Innovation
Digital Leadership
International Digital Marketing
Controlling in Digital Marketing

4 days 6 weeks 8
Virtual Reality

Digital Gaming
E-Sports
Virtual Reality

2 days 2 weeks 4
Scientifitcally supervised Master thesis with accompanying courses;
Thesis defense before committee
  2 days 3 weeks 18

MANAGEMENT

Course Director Mag. Susanne E. Herzog MCI Head of Executive Education & Development

Program Director

Mag. Susanne E. Herzog

MCI Head of Executive Education & Development

Scientific management FH-Prof. Dr. Claudia Brauer MCI Editor

Academic Director

FH-Prof. Dr. Claudia Brauer

MCI Lecturer

LECTURERS (EXTRACT)

Dipl.-Kfm. Christine Krooss EMEA Product Lead Google Shopping / Omnichannel, Go-to-Market, Munich / Germany

Dipl.-Kfm. Christine Krooss

EMEA Product Lead Google Shopping / Omnichannel, Go-to-Market, Munich / Germany

Babak Zand, B.A. Scrum Master at Telekom Deutschland AG / Agile Chapter of Excellence, Bonn / Germany

Babak Zand, B.A.

Scrum Master at Telekom Deutschland AG / Agile Chapter of Excellence, Bonn / Germany

Ing. Marc Heiss, BA Head of Analytics, TUI Austria Holding GmbH, Innsbruck / Tyrol

Ing. Marc Heiss, BA

Head of Analytics, TUI Austria Holding GmbH, Innsbruck / Tyrol

Mag. (FH) Simone Kilian Three-way corporate development, Hallein / Salzburg

Mag. (FH) Simone Kilian

Three-way corporate development, Hallein / Salzburg

Prof. Dr. Matthias Schulten Professor of Marketing Conception, Furtwangen University, Faculty of Digital Media, Germany

Prof. Dr. Matthias Schulten

Professor of Marketing Conception, Furtwangen University, Faculty of Digital Media, Germany

Marietheres Koch, MA Consultant Programmatic Team, e-dialog GmbH, Vienna

Marietheres Koch, MA

Consultant Programmatic Team, e-dialog GmbH, Vienna

The contents and structure of the postgraduate Executive Master are tailored to the specific expectations and needs of working decision makers and can be completed in four semesters. The course of study in the modern blended learning format combines online phases with a total of eleven face-to-face attendance phases over the course of two to three days.

An intelligent mix of online phases, attendance modules and electronic media links location-independent studies with personal interaction between lecturers and students. The didactic concept thus differs fundamentally from typical distance-learning while meeting the highest standards.


Flexibility

  • Learning where you want (also on the go - mobile learning)
  • Learning when you can (in your time)
  • Saving travel times and costs


Learning Advantages

  • Individualized learning according to prior knowledge and goals
  • More interactive learning with active exchange, collaboration and networking
  • Development of digital skills


Work - Life - Learn

  • Blended learning facilitates the combination of work, private life and further education

Through the personal and individualized learning environment at the MCI E-Campus, students receive daily updated messages, e-mails and all the information they need in order to concentrate on their studies. Tests and exercises to check personal learning progress as well as learning forums and moderated chats facilitate studying online.


Technical requirements for admission to the MCI E-Campus

  • PC / laptop (current standard)
  • Broadband Internet connection
  • Microphone and loudspeaker (headset)
  • Webcam
  • Printer


Software

  • MS Office / Open Office
  • Current web browser
  • (Free) software packages as announced at the beginning of the course

Upon completion of the Executive Master program, graduates acquire the internationally recognized title of Master of Science (MSc).

Graduates benefit from a strong network of renowned lecturers from science, business and society subsequent to completing the program too. The networking with international students promotes contacts and creates international acceptance for the benefit of the students.

Accreditation by the prestigious Association to Advance Collegiate Schools of Business (AACSB) testifies to the high quality and reputation of the study program and the degree it awards.

LEARNING GOALS

In order to ensure the transfer of learning and to enable students to develop relevant competencies, the MCI has defined cross-curricular learning goals. These goals and objectives 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 are able to understand complex problems in the field of digital marketing and are effective decision-makers in their field of work.

Our students are able to systematically analyze problems in the field of digital marketing and to decide on the most efficient approach to achieve strategic marketing goals.

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

Blended Learning at MCI

In its organizational form as an online master study program, the MCI pursues a blended learning concept that combines synchronous and asynchronous online phases with regular attendance phases.

Prof. Dr. Romano Prodi, Former President of the European Commission, Former Prime Minister of Italy

The MCI impresses with its internationality and entrepreneurial dynamic!

Prof. Dr. Romano Prodi, Former President of the European Commission, Former Prime Minister of Italy

Catherine Ladousse, Executive Director Communications EMEA, Lenovo, Paris

Congratulations to your focus on diversity, your entrepreneurial spirit and your goal to make MCI the best place to work, to learn and grow in a diverse and open world.

Catherine Ladousse, Executive Director Communications EMEA, Lenovo, Paris

Andreas König, former CEO TeamViewer, Start-up Investor, Göppingen / Germany

Unbelievable, what has been created in Innsbruck! An Entrepreneurial University at its best!

Andreas König, former CEO TeamViewer, Start-up Investor, Göppingen / Germany

Margarita Louis-Dreyfus, Chairperson of the Supervisory Board, Louis Dreyfus Group, Amsterdam

MCI, the ideal partner for family businesses!

Margarita Louis-Dreyfus, Chairperson of the Supervisory Board, Louis Dreyfus Group, Amsterdam

Jean-Claude Juncker, former President of the European Commission, Brussels

At MCI science meets business.

Jean-Claude Juncker, former President of the European Commission, Brussels

Dominik Schiener, Co-Founder & Co-Chairman of the Board of Directors, IOTA Foundation, Berlin

Getting started can be difficult, but the challenges make it all worthwhile. Keep it going!

Dominik Schiener, Co-Founder & Co-Chairman of the Board of Directors, IOTA Foundation, Berlin

Prof. Brun-Hagen Hennerkes, President, Foundation for Family Businesses, Stuttgart

Fantastic, what has been accomplished here.

Prof. Brun-Hagen Hennerkes, President, Foundation for Family Businesses, Stuttgart

Dr. Sabine Herlitschka, CEO, Infineon Technologies, Villach

I am impressed. Keep up the good work with your blithe obsession!

Dr. Sabine Herlitschka, CEO, Infineon Technologies, Villach

Mario Moretti Polegato, Founder & President, GEOX, Montebelluna / Italy

An idea is worth more than a business. All the best for the next steps!

Mario Moretti Polegato, Founder & President, GEOX, Montebelluna / Italy

Prof. Herbert Henzler, Management consultant, Munich

"Make a difference“; be inspired by this entrepreneurial school and this wonderful city.

Prof. Herbert Henzler, Management consultant, Munich

Ulrich Bez, CEO, Aston Martin Ltd., London

Stay cool – keep going!

Ulrich Bez, CEO, Aston Martin Ltd., London

Maria Hoefl-Riesch, olympic champion & entrepreneur, Kitzbühel / Austria

Coming from sports I know of the importance of diligence, courage, will and teamwork. This is for sure the same in science and economy. At the MCI one can feel how well these values are communicated to the students.

Maria Hoefl-Riesch, olympic champion & entrepreneur, Kitzbühel / Austria

WHO IS THE PROGRAM SUITABLE FOR?

The target group of the Executive Study Program Digital Marketing & Analytics MSc comprises entrepreneurs, (junior) managers, experts who

  • want to become more digitally visible with their companies, open up new markets or create new product/market combinations.
  • would like to expand their competencies with digital skills and abilities.
  • already have marketing expertise and wish to qualify for a position in digital marketing.


The program is aimed at graduates of economics and business studies who are aiming for a specialization, as well as with a degree in non-economic disciplines who have knowledge in business administration.

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Average Age of the Participants
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Zwei Personen sitzen zusammen an einem Tisch mit verschiedenen Dokumenten.

Admission

Applications for the Master program Digital Marketing & Analytics MSc are accepted on an ongoing basis. Please send us your complete portfolio (online form).

Application Deadline

Date

Personal Interview

1

02.02.2020

10.02.2020

2

29.03.2020

 

3

31.05.2020

08.06.2020

4

31.08.2020

 16.09.2020

5

21.09.2020

 

In general, people with the following qualifications are admitted to the course:

  • Undergraduate degree from a recognized university
  • Minimum of two years of professional experience in a qualified position

The admission procedure provides for the following elements:

Online application
The application must be submitted in the form of a standardized online-application accompanied by the required documents (curriculum vitae, essay on medium-term career goals). An academic degree and minimum three years of professional experience in a qualified position prior to commencement of the program (ideally, qualified professional activity during the MBA program itself) are required.

Personal interview
The interview gives applicants the opportunity to present themselves personally, to narrate their career history, to explain their motivation for applying to this program as well as to describe their medium-term professional goals.

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

CAREER & PERSPECTIVES

Upon completion of the Master program in Digital Marketing & Analytics, graduates earn the internationally recognized title of Master of Science (MSc).

The focus of the Master program on digital strategies, digital marketing or online marketing and web-based performance measurement enables participants to specialize in a completely new marketing orientation and makes them coveted experts in their companies when it comes to attention, visibility and profiling in the digital world.

Areas of application can be found in media companies, IT and Internet, management consultancy, telecommunications, advertising, marketing, public relations, but also in industry, tourism, or in the banking and financial services sector.