Bachelor Specialization (SBWL): Digital Marketing

What differentiates us from other marketing specializations (both at WU and elsewhere) is that everything we do and teach is connected to the digital world. Our offer for you is to learn from specialists and get prepared for the job requirements of marketing in the digital age, where familiarizing with AI usage has become a vital necessity. To ensure that you stay ahead, our curriculum prepares you to lead the shift toward AI-driven strategies and to become a specialist who knows how to leverage it for the best results.

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

• The role of information technology, digital media and the emergence of AI-assisted tools 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 AI applications in marketing, mobile marketing, search and generative engine optimization, 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.

Students of our specialization seek research-driven course content and are:

• curious to learn and deepen their knowledge about all aspects of digital marketing;

• wish to acquire or to improve their skills in marketing research, business analytics, and marketing decision support;

• excited to work on real-life cases and challenges with our company partners in the digital marketing lab;

• open to critically reflect on contemporary issues and challenges imposed by digitalization (e.g., privacy concerns, ethical issues, legislative limitations). 

Our students acquire the necessary knowledge and skills to structure, analyze, and manage marketing problems in a digital world by using data-driven decision tools and business analytics. As a graduate of our specialization, you will have numerous excellent job prospects within various areas of marketing and related fields. You will also have acquired the required skills to qualify for a Master’s program.

Many of our graduates are founders, employed by tech startups, or take leading roles at major consulting firms. We also frequently post job opportunities in our LinkedIn group, so don’t forget to join us there!