Specifically, our specialization offers you the ability to acquire knowledge and skills in the following domains:  

• The role of information technology and digital media is shaping the marketing landscape; what are the implications for interacting and engaging with customers? 

• Digital marketing and business analytics go hand in hand (e.g., translating data on customer-firm interactions into managerially relevant information, A/B testing, experimentation). Therefore, our specialization helps you to develop solid skills in marketing research and business analytics.

• A broad range of electives allows you to dive deeper into specific topics and challenges connected to the digital marketing environment, such as mobile marketing, Google Ads and Analytics, influencer marketing, text analytics, machine learning in marketing, customer relationship management, and many more.

• An important aspect of our marketing education is to enable you to translate the skills you acquired into operational marketing plans. In our digital marketing lab, companies will come up with digital and data-driven marketing challenges, and you will learn how to solve them with your fellow students.

For our specialization (SBWL) “Digital Marketing,” five courses, each worth 4 ECTS, have to be completed. There is a mandatory sequence for the courses: Course 1 must be successfully completed before enrolling in Courses 3-5. We also recommend taking Course 2 before enrolling in the other courses. That way, students can complete our SBWL in a minimum of two semesters.