Digital Marketing & Analytics MSc

Short Facts

Type of study
part-time | online & attendance modules | German
Academic degree
Master of Science (MSc)
Prerequisites
academic degree | relevant professional qualificatione
Duration of study
4 semesters | 90 ECTS
Tuition fee
EUR 14,900,-
Next starting date
October 29, 2022
Application deadline
October 02, 2022

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

Contact

Mag. Susanne E. HerzogHead Executive Education

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

Info material

+43 512 2070 2104

Links & Downloads

Online-Infosessions: March 12 & 13, 2024 | Register now

Digital Marketing & Analytics at MCI

Learn from our Academic Director 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's program "Digital Marketing & Analytics" from our graduate Evelyn Unterfrauner.

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 master's program addresses the following topics:

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.

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

Module Overview

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%

******

Courses | Curriculum

Modul	Contents	Presence	Online	ECTS
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

Academic Board | Lecturers

MANAGEMENT

Program Director

Mag. Susanne E. Herzog

MCI Head of Executive Education & Development

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

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

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

Marietheres Koch, MA

Consultant Programmatic Team, e-dialog GmbH, Vienna

Time Model

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.

Online days thursday / friday / saturday
Online weeks including MCI Webinars
Detailed schedule on request

Didactics

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

E-Campus

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

Academic Degree

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.

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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 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.

The MCI impresses with its internationality and entrepreneurial dynamic!

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

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

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

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

MCI, the ideal partner for family businesses!

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

At MCI science meets business.

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

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

Fantastic, what has been accomplished here.

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

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

Dr. Sabine Herlitschka, CEO, Infineon Technologies, Villach

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

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

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

Prof. Herbert Henzler, Management consultant, Munich

Stay cool – keep going!

Ulrich Bez, CEO, Aston Martin Ltd., London

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

Arrange a consultation appointment now

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.

Average Age of the Participants

Average Years of Participants' work experience

Nationalities

Zwei Personen sitzen zusammen an einem Tisch mit verschiedenen Dokumenten.

Admission

Dates & Deadlines

Application Deadline	Date	Interview
1	30.01.2022	22.02.2022
2	03.04.2022	27.04.2022
3	29.05.2022	tba
4	28.08.2022	tba

REQUIREMENTS

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

For persons who do not have an academic degree but who can demonstrate an exceptional professional track record, the following additional requirements are provided for admission:

Standardized MSc test or GMAT
The standardized MSc test or GMAT tests perceptiveness, problem-solving ability, speed, resilience, intelligence and linguistic competence/text comprehension. The scope, content and level of difficulty of the MSc test taken at MCI correspond to the Graduate Management Admission Test (GMAT). An examination fee of EUR 125,- is charged for the standardized MSc Test. If the candidate can prove that he/she has achieved the GMAT score within the last three years, the GMAT score can be credited (GMAT score > 610; see www.gmac.com).

ADMISSION PROCEDURE

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.

APPLY NOW

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.

WHY STUDY DIGITAL MARKETING & ANALYTICS?

Overview

STRUCTURE & CONTENTS

Module Overview

Facts

Module Overview

Courses | Curriculum

Academic Board | Lecturers

MANAGEMENT

LECTURERS (EXTRACT)

Time Model

Didactics

E-Campus

Academic Degree

LEARNING GOALS

WHO IS THE PROGRAM SUITABLE FOR?

Admission

CAREER & PERSPECTIVES

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