Master of Online Communications (M.A.)
Department of Economics
Content
- Practice of online communication - practical use of online communication in companies and organizations
- Online marketing - development of strategies, design of individual marketing instruments and success evaluation
- Theories of online communication - theoretical and methodological foundations of online communication
- Online management - leadership and management tasks in the field of online communication
- Mobility semester - either scientific work in a practical company or exchange with a partner university
Degree
Master of Arts
Department
Economics
Location
Bernburg
Duration
4 semesters
Program Start
winter semester or summer semester
Sem Contribution
96 euros
Study type
Full-Time Program, Dual Study Option
Language
German
Credits
120
Accreditation
FIBAA until 31.03.2026
Application period
International Uni Assist15.03. – 01.09. (winter)
15.09. – 01.03. (summer)
15.03. – 01.09. (winter)
15.09. – 01.03. (summer)
Course content and objectives
You want to learn how to use digital media for good communication? Not just in theory but rather in practice? How to create a good message and send it over the right channels to reach your target audience? You furthermore want to understand how online marketing and social media can be used for the distribution of products, how product ideas become digital prototypes or how the current technology trends function in their details? And how companies master the digital transformation? Then you’re exactly right at the Master Online Communications.
The contents of this master convey an extensive knowledge of internal and external online communication, of digital campaigns on the leading communication platforms, the usage behaviour of target audiences and established methods of online marketing, sustainable business models and the design of digital transformation. You learn in a multitude of practical cooperations, digital projects and collaborative teamwork how to use your knowledge to solve concrete problems and how you can act as competent as possible. This immediate implementation of your theoretical knowledge allows you to find your own way of handling digital communication in a way that fits you, enables personal growth and prepares you optimally for your future career.
Requirements
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University degree
Qualified university degree in business administration or in comparable courses of study with a standard period of study of at least 3 years.
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Language skills
- TestDAF Niveaustufe 4xTDN4
- DSH2
- or another acceptable German language certificate
Career Opportunities
This master’s degree opens a wide field of possible careers in communication, marketing, and digitisation. The graduates use their digital competence in a variety of industries at national as well as international companies and organisations. They work as social media or project managers for the marketing- and communication department in management positions and business development, while others go as far as starting their own start-up.
Program-specific questions
Organizational questions
General Questions
(not program-specific)Regulations and Conditions
Online-Kommunikation - Master - Studien- und Prüfungsordnung - 2022 - Satzung - dual - 2023
Online-Kommunikation - Master - Studien- und Prüfungsordnung - 2022
Program objective
The degree program in Online Communications aims to provide both theoretical and practical knowledge and skills (1) as well as methods of online communication (2) so that graduates can apply advanced scientific methods and insights in an interdisciplinary way towards recognizing problems and developing solutions (3).
The degree program is both academically and practically oriented. The degree qualifies graduates to take on demanding management roles in communication and marketing departments of companies and organizations (4) as well as to start a doctorate. The main qualification objectives are explained in more detail below:
Teaching and learning of theory and practice
The program teaches both theoretical basics and practical implementation as a basis for professions related to online communication. The theoretical basics include, for example, the specifics of consumer behavior on the Internet - in particular the effects on the process of purchase decisions.
Building on the theoretical basics, students learn practical skills on how companies can respond to these changes in the purchase decision process by using online marketing, for example, to increase their own sales figures.
Methods of online communication
The main qualification objectives also include the teaching of methodological skills.
The development of online marketing, as well as many areas of internal and external corporate communications, have been influenced primarily by practical use cases on the Internet. Many companies often lack a corresponding methodological foundation which means the introduction of new methods is often based on the trial and error principle. Graduates of the program receive methodological training to fill this gap.
These methods include, for example, the systematic development of new online markets, managerial and organizational adaptation, as well as the innovation of business models.
Identifying business management issues and developing solutions
With the previous two qualification objectives, students will develop sustainable skills in the field of online communication.
In contrast to the accelerated development of fundamental technologies and platforms, the combination of practical implementation with a distinctive theory and method-based qualification ensures that graduates can recognize business problems, analyze them systematically, and develop efficient solutions for online communication in the long term.
Management tasks in marketing and communication
The digitization of business processes has led to far-reaching changes across all industries. This particularly affects the area of marketing and communications. New communication processes between suppliers and consumers are significantly changing all four instrumental areas of marketing and consumer behavior. The development of online communication has also changed many areas of internal and external communication.
The master's degree in Online Communications prepares students for the challenging tasks arising as a result of new communication processes and habits. Professional practice is often characterized by specialists and managers who are overwhelmed by the effects of digitization on marketing and corporate communications. Graduates of this program will offer companies the necessary know-how and will be able to take on challenging tasks.
Excursions
Curriculum
Curriculum focus:
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Theorien der Online-Kommunikation
In the core module “Theorien der Online-Kommunikation”, students will learn theoretical and methodological basics of online communication. Students will receive a well-founded overview of current theories, methods and models and will learn how to use different approaches to solving practical cases/problems. Throughout the semester, students will develop a theoretical and methodological skill set which will enable them to systematically develop approaches to solutions.
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Praxis der Online-Kommunikation
Complementing the theoretical module, the module “Praxis der Online-Kommunikation” is practice-oriented. The focus is on practical applications, such as in internal and external communications, current developments in communications technology and the impact and usage behavior of online communications. In this module, students will learn the practical application of online communications in companies and organizations and will be able to assess mechanisms, stakeholders, as well as decision-making and its potential. Students will be prepared for careers in companies and organizations and will gain insight into possible employment and work opportunities in online communications.
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Online-Management
In the module “Online-Management” students will acquire insight into leadership and management tasks in the field of online communications. They will be able to analyze and actively manage new forms for adding value as well as new business and revenue models. This applies to traditional companies (large and SME) as well as young growth companies and organizations.
Students will also learn how managers of companies and organizations can deal with open and participative organizational and employee structures. -
Online-Marketing
In the module “Online-Marketing”, students will learn about the impact of the Internet on various marketing areas. Building on the functional areas of marketing management, the module will teach special features of online marketing connected to market analysis, strategy development, designing individual marketing instruments and analysis of success. Students will be able to develop marketing concepts for online marketing. They will also learn how already established marketing campaigns can be analyzed and systematically changed to leverage the potential of online marketing.
Mobility semester (semester at another domestic or foreign institution)
During the mobility semester, students will gain important practical experience and reflect on, question and intensify the knowledge acquired at university. Students can choose between two options:
Students can choose between two options:
Internship
Internship with extended academic project. Most students choose this option because they can make industry contacts, gain important experience and develop interesting ideas for their master's thesis.
Semester abroad
Study phase at a foreign university. Our students have already made it as far as South Africa. Studying abroad is exciting, educational, and we are happy to assist in the selection process. You can find more information and assistance for studying abroad at the International Office of Anhalt University or AIESEC.
Important components of the mobility semester
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Internship
During the mobility semester, you will work on an issue relevant to both MOK and your company through an internship with extended academic project. We are happy to advise you in selecting a task. We recommend you discuss a topic with your university mentor before the start of the internship so as to specify your approach at the company.
Before starting the internship:
- Registration
Concerning the agreement with your company and subsequent documentation of your activity at the company, please use the form from the regulations for the mobility semester (in German) - Confirmation for the internship company concerning compulsory internship and enrollment
The confirmation is available in the PDF above or from Mr. Pflug at the SSC. - Assignment
The goal of the extended academic project is for you to reflect on, expand and examine your activities in the company from an academic perspective. Ideally, you will be able apply aspects of your work in the company and the company will also be happy about the application of a scientific perspective. Therefore, it makes sense for us to agree initially on a more general assignment and for you to get back to us two weeks after the start of the internship with a more specific concept.
After the end of the mobility semester:
- Recognition
You are required to submit your extended academic project to the supervisor together with the confirmation of completion of the internship / practical semester. You will receive 20 credit points for the practical project. You will also need to notify the two modules encompassing ten credit points which you plan to register in for the mobility semester. - Deadlines
There is no deadline for submission specified in the degree program regulations, but you should submit the report within four weeks of completing your internship.
- Registration
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Report
The report as a whole includes the internship report and extended academic project, and presents the results of the mobility semester in the company to the university. The report, consisting of project and internship report, should contain approx. 50,000 characters including spaces (this corresponds to approx. 20 pages).
Please use the APA style for citation. Citation management software will help you with this. This is also a good preparation for the master's thesis. You can include the report about your practical experiences in the introduction and background chapters; however, this should make up no more than 30% of the paper.
Internship report
During the internship, you will prepare a report on your activities and experiences.
The report should include:
- Chronological activity report: overview of the completed internship specifying your activities, the training company, the institution, the departments and the training periods
- content activity report: a company description and an experience report on each section and the respective tasks of each section
- Special regulations regarding the confidentiality of the internship report can be agreed upon with the company. They must be included in the internship agreement. Students still have to write and submit the report to the university mentor.
Project report
In the extended academic project, you will scientifically approach an issue related to the company and apply theoretical knowledge from business studies. The topic has to be coordinated with your university mentor.
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Credits
The mobility semester will be evaluated and results in 20 credits on your transcript. Commitment pays off. The evaluation criteria for the report are as follows:
Approach and motivation
- Clear objective
- Commitment
- Relevance
Weighting: 3 out of 10
Content and structure
- Presentation of the necessary basics
- Academic standards
- Substantiated methodology
- Comprehensible, useful conclusions in the discussion
- Logical structure
- Independent work vs. reproduction
- Source work
Weighting: 4 out of 10
Formal aspects
- Cover page, print layout, typesetting
- Spelling, grammar, punctuation, style
- Appropriate scope
- Citation style
Weighting: 3 out of 10
For me, the mixture of theoretical and practical elements sets the degree program apart. Relevant topics are covered and can be applied in projects as well as in companies.
Johannes Penzel, student of Online Communications
Digital projects in the master’s degree program in Online Communications
Semester projects
Social media campaigns - from theory to implementation
In the summer of each year, students in the Online Communication Practice module spend the entire semester working on their own online campaigns, which are then placed on the platforms in real life for a few weeks. After first covering the theoretical basics at the beginning of the semester, students learn how to develop contemporary campaigns in practical workshops with partner companies such as Meta or LinkedIn. Then, while the campaigns are running on Instagram or other platforms, key metrics are analyzed and settings are optimized. The examples shown are from a campaign for the program itself, but in the past, we have also repeatedly developed campaigns for practice partners.
TikTok Workshop: "Don't make ads, make TikToks!"
Can professors at a university hold good workshops on a subject as topical as TikTok? We asked ourselves the same question and thought we'd better ask our student Marie, who has since set up her own TikTok agency. Marie introduced the topic in detail, presented basics and many use cases: "The best advertising is advertising that doesn't feel like advertising. You think to yourself, "What a cool trend" and "What are they getting at?" when you see it.
Afterwards, it was the students' turn to produce their first TikToks. Some of the results are really something to behold.
Linkedin Guest Lecture: Social Campaigning
A few years ago, we were able to gain the company LinkedIn as a practice partner. Since then, Christian Koller of LinkedIn has been giving us regular insights into what makes the platform tick and how it can be used effectively as an online marketing tool. For the development of MOK campaigns, the function of the so-called marketing funnel, among other things, is relevant and which formats LinkedIn offers for companies to use within the funnel. With the help of an 8-step checklist, Christian shows the specific procedure for implementing campaigns with Campaign Manager. Within Campaign Manager, students were able to see how a campaign was evaluated and what data was provided by LinkedIn.
Meta Spring University: Instagram & Facebook
In the two-day Spring University, which we have been able to offer together with the company Meta in recent years, the focus is on the platforms Instagram and Facebook.
How do social media campaigns on Facebook or Instagram become successful? And what needs to be considered during planning and implementation? These questions will be answered competently in interactive workshops led by Celina Degen from Meta. Students of the Master in Online Communications will learn the key aspects that need to be considered when planning and implementing social media campaigns. Afterwards, they can directly apply the knowledge they have learned and put it into practice by means of a case study. The objective of the case study is to develop a campaign with the aim of generating new customers and increasing sales by 10%. In addition, students will gain insight into what options exist for companies to measure the effectiveness of campaigns on social media networks.
Pinterest - the underdog in online marketing?
Well known everywhere, often used for inspiration and yet the underdog in online marketing. And yet, the visual search engine of Pinterest is a real traffic guarantor. MOK alum Alexandra Winzer reveals to students once a year what opportunities and possibilities Pinterest brings to businesses, what the requirements are for a good strategy, and what the right start to Pinterest marketing looks like.
Insights into the semester
MOKcast - Our student podcast. digital. dynamic. direct.
From the Social Media Studio of Anhalt University of Applied Sciences in Bernburg, the master’s degree program in Online Communications is broadcasting for you. We don't just study communication – we are living it.
The MOKcast is a project by students for students. The podcast has accompanied the master’s degree program in Online Communications for two years now and has established itself as a permanent feature. We research topics, take our first steps with a DAW (digital audio workstation), enter a voiceover booth, and implement creative ideas together. We talk about topics from the digital world and marketing - sometimes taken a step further or from a quirky perspective. In addition, prospective students can gain comprehensive insights into the master's degree program in Online Communications.
MOKcast – an exchange of experiences, a playground for thoughts and exciting insights – from and with amazing guests. We offer you tangible tips and practical lessons from professionals, founders and creative types who will tell you what they do differently. We hope you enjoy listening!
I enjoyed the exchange with fellow students because everyone was willing to contribute strengths and share experiences with others. This allowed us to grow together and learn a lot from each other.
Ines Holstein, MOK alumna
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How to apply?
Information on the application process can be found at: https://www.hs-anhalt.de/studieren/wege-ins-studium/online-bewerbung.html Use the following link to our Online-Application-Portal: https://sscportal.ssc.hs-anhalt.de Here you can apply easily and simply for the study program of your choice in compliance with the applicable deadlines. We appreciate your interest and your application!
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How to apply?
Information on the application process can be found at: https://www.hs-anhalt.de/studieren/wege-ins-studium/online-bewerbung.html Use the following link to our Online-Application-Portal: https://sscportal.ssc.hs-anhalt.de Here you can apply easily and simply for the study program of your choice in compliance with the applicable deadlines. We appreciate your interest and your application!
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Ich benötige eine Wohnung in Bernburg…
Es gibt mehrere Möglichkeiten in Bernburg eine studentische Wohnung zu finden. Sie können sich um einen Wohnheimplatz in einem der Wohnheime bewerben oder sich privat eine Wohnung suchen.
Weitere Informationen finden Sie unter: https://www.hs-anhalt.de/leben/bernburg/wohnen.html
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Ich brauche Beratung und Unterstützung! Wer hilft mir bei welchem Anliegen?
Studieren ist nicht immer einfach - nicht nur bezogen auf die Module.
An der Hochschule Anhalt gibt es für diverse Problemlagen Ansprechpartner*innen, die gerne helfen. Neben der allgemeinen und fachbezogenen Studienberatung unterstützen wir Studierende zum Beispiel mit Angeboten der Sozialberatung, der psychologischen Beratung, der Karriereberatung, der BAföG-Beratung u.v.m.
Hier finden Studierende eine Übersicht über die Beratungsangebote:
https://www.hs-anhalt.de/hochschule-anhalt/service/beratungsangebote.htmlDie Kolleginnen und Kollegen stehen gern mit Rat und Tat zur Seite!
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Was ist ein Mobilitätssemester?
Im Mobilitätssemester können die Studierenden in der Praxis wichtige Erfahrungen sammeln und das Gelernte aus der Hochschule Anhalt vor diesem Hintergrund reflektieren, hinterfragen und vertiefen.
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Was lerne ich im Master Online Kommunikation?
Ziel des Studiums im Studiengang Online-Kommunikation ist, durch Vermittlung und Aneignung von theoretischen und praktischen Kenntnissen und Fertigkeiten sowie Methoden der Online-Kommunikation die Absolventen zu befähigen, fortgeschrittene wissenschaftliche Methoden und Erkenntnisse fachübergreifend anzuwenden, Probleme zu erkennen und Lösungen zu entwickeln.
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Welche Karrieremöglichkeiten habe ich mit dem Master Online-Kommunikation?
Mit dem Masterabschluss eröffnet sich ein weites Karrierefeld in der Unternehmensführung, im Management oder in der Projektleitung. Marketing- und Kommunikations-Abteilungen, Beratungsagenturen und E-Commerce-Unternehmen benötigen Expertise in der Online-Kommunikation. Es ist ebenfalls möglich, diese Dienstleistung in der selbständigen Beratung anzubieten.
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Welcher Master hat den Schwerpunkt Digitalisierung?
In der Praxis zeigt sich derzeit häufig, dass Fach- und Führungskräfte mit den Auswirkungen der Digitalisierung auf Marketing und Unternehmenskommunikation überfordert sind. Die Absolventen des Studiengangs Online-Kommunikation können vor diesem Hintergrund das notwendige Know-How in die Unternehmen bringen und anspruchsvolle Aufgaben übernehmen
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Wo kann ich Online-Marketing studieren?
Am Standort Bernburg der Hochschule Anhalt.