Course contents

The specialization Cross-media Marketing Communication of the master's programme Marketing Communication is structured along three stages.

In stage 1 you will complete three modules with general marketing and communication contents. In this level, you will also find the module Scientific Writing and Empirical Social Research. This is a module, in which we introduce you to literature-based and evidence-based work and thus lay a good foundation for the work that is to be done in subsequent modules.

In stage 2 we deal with the everyday practice of cross-media marketing communication. This includes working with text, images and video, as well as event communication, integrated communication, public relations and the practical field of marketing communication in general. In the communication campaign and design module, you have a choice of telelearning units under the guidance of a trainer that lets you create your own cross-media communication concept. A task, that can also serve you as showpiece for job applications.

In Stage 3, we place a strong focus on the future. We separate image-oriented from sales-oriented marketing communication to bring them together again in a cross-media approach reflecting the trends of marketing communication. Reputation and crisis communication as high art of communication professionals, as well as law and ethics for the communications industry pave the way for you to become a senior consultant.

The seminar for the master's thesis is assigned to level 3, because at this point you should already have completed some modules to choose a suitable topic. In principle, however, you are free to decide when you want to start the seminar. You start the seminar whenever you have an exposé to present. Simple register for an online seminar appointment. According to our motto: Study whenever you want!

You conclude the modules with the elaboration of a module task. An exception to this is the legal module, which concludes with an online examination. The fourteen elaborations comprise between seven and fifteen pages. Only the communication concept is a somewhat longer task. You can edit all content whenever and wherever you want. In the design and master's thesis modules, you have three online seminar appointments each. Also, here you can choose the date and participate from wherever you want. The only thing you need is stable internet access.

In total, fourteen tasks, a test, a master’s thesis and a master’s examination separate you from your degree.

Photo: Michael Quetting

„I basically study whenever I have the time and feel up to it. In the deck chair, on the airfield, at home on the terrace, even recently in the relaxation room of the sauna. Thanks to the flexibility and the fact that my documents are available on my smart phone, I can devote myself to working through the modules without any problems as soon as I have room“

Michael Quetting head of laboratory and pilot at the Max Planck Institute, "goose father" and author of books

First learning stage

Module ECTS
Scientific writing and empirical social research 4
Marketing basics 4
Basics of communication 2

Second learning stage

Module ECTS
Integrated communication management 2
Practice area marketing communication 2
Event communication 2
Text and visualisation 4
Public relations 4
Communication campaign and design 4

Third learning stage

Module ECTS
Image-oriented marketing communication 4
Sales-oriented marketing communication 4
Current trends in marketing communication 2
Reputation management and crisis communication 2
Law and ethics for the communications industry 4
Seminar for the master's thesis 2
Master's thesis 14

Total 60