麻豆社区

Skip to main content

Search

Marketing, Social Media, and Digitalization

Economics and Business Administration | Master's programme

The profile runs in four semesters over two years with regularly three to four courses in the first three semesters each plus a final master thesis in the last semester.

Seven compulsory courses covering seminal knowledge in digital marketing (e.g., Digital Marketing and Artificial Intelligence, Consumer Behavior in a digital age), social media (e.g., Social Media Networks and Marketing Communication), and digitalization (e.g., Digital Business Strategies) as well as underlying data analyses (e.g., Business Research Methodologies) are offered in the first two semesters. 

The electives offering students the opportunity for further specialization within their studies are typically placed in the third semester. Electives can be taken from a broad portfolio of electives offered at campus Sønderborg (e.g., Corporate Social Responsibility, Strategic Marketing in the Business to Business context, Global E-Business, Data Driven Decision Making, or Topics in Marketing, Social Media and Digitalization), our partner campus in Kolding (e.g., Programming for Data Science, Organizing and Scaling Digital Business, or IT security, IT Ethics and privacy), or other campuses within Denmark or abroad and can also include a project-oriented study in an organization (i.e., industry internship). 

All courses are a mix of lectures and different kinds of project work (e.g., case studies, empirical market research projects, literature analysis) allowing for intensive periods of self-studying. This gives students the unique opportunity to develop their own specialization within marketing, social media, and digitalization from the first semester on until their final master thesis.

 

You can read more about the programme in the curriculum (will be updated soon)

You can read more about the courses in the course descriptions (will be updated soon)

 

You can find a short description of each compulsory course and an overview of potential elective courses below the program structure overview.

 

Programme structure from September 2026

4th Semester   Master Thesis, MSc in Economics and Business Administration
(30 ECTS) 
3rd Semester   Electives / Study Abroad / Project-oriented study
(30 ECTS)
2nd Semester Social Media Networks and Marketing Communications
(5 ECTS) 		 Seminar: Data Analyses in Marketing, Social Media, and Digitalization
(10 ECTS)		 Digital Marketing and Artifical Intelligence
(10 ECTS) 
Brand Management and Communication
(5 ECTS) 
1st Semester  Digital Business Strategies
(10 ECTS) 		 Methodologies for Business Research
(10 ECTS) 		 Consumer Behavior in a Digital Age
(10 ECTS) 

 

Description of the courses

  • The course in Digital Business Strategies integrates foundational strategy theories with modern data analytics practices. Students will gain knowledge about various strategic management school through the lens of data-driven business development. The course cultivates skills in analyzing and interpreting data about market dynamics as well as internal data to develop competitive advantage through novel value creation and well-informed strategic choices. Graduates will develop competencies to reflect on the role of data analytics for strategic planning from different theoretical perspectives and the competencies to apply this insight to real life problems in contemporary companies.
  • The aim is to give students both a broad understanding of the connections between various business economic problems, relevant research designs, and the competencies to conduct studies that illuminate these problems in an appropriate manner. The course gives students a comprehensive understanding of the development and execution of research designs and focuses on qualitative and quantitative research designs and their corresponding quality criteria, scientific theoretical assumptions and differences, types of qualitative and quantitative data and analysis techniques, and the reporting of empirical business studies.
  • Knowledge of consumer behavior in the digital age allows marketers to become more effective at making good decisions. They can better predict consumer actions, determine needs of target markets, and understand how consumers perceive and make use of marketing information. The course therefore is designed to provide advanced knowledge of (1) the economical, psychological and sociological foundations of buying behavior for consumers, (2) the mechanisms of influence that are most likely to lead consumers to change their preferences, beliefs and most important their actual buying behavior, and (3) how to apply these mechanisms in designing persuasive communications especially in digital environments.
  • Digital technologies and, in particular, artificial intelligence (AI) are transforming the foundations of modern marketing. This course aims to develop an academically grounded, and critical understanding of digital marketing from technological, customer, and managerial perspectives. Specifically, the approaches digital marketing from three complementary perspectives: (1) The technological perspective (e.g., digital marketing technologies including the role of artificial intelligence in transforming marketing processes); (2) The marketer perspective (e.g..  key areas of digital marketing practice such as digital business models, digital retailing, online advertising, data-driven marketing, and digital marketing research), and (3) The customer perspective (e.g., how consumers respond in digital contexts, including engagement, trust, and adoption of digital innovations)
  • The purpose of the course is to provide opportunities for the students to work in depth with a topic of own choice within marketing, social media, and digitalization in their relevant study areas that currently receives much attention from science as well as from the public discourse. Specifically, students should conduct an own empirical research design, consumer survey and data analyses in the chosen topic area and provide concrete implications based on the observed data insights for decision-makers and managers in the future. The course aims at training applied advanced data analyses techniques and transferring data insights into actionable management strategies.
  • Developing and managing strong brands is of high managerial relevance since strong brands with high levels of brand equity are a valuable intangible asset with a potentially strong impact on firm value. A unique and distinctive brand gives firms the ability to differentiate their products and thus generate a competitive advantage, especially in times of increasing product homogeneity. Thus, this course imparts knowledge about brand management at the strategic level and about different strategies for building brand equity as well as approaches for measuring brand performance. Furthermore, it enhances skills in assessing current challenges in international brand management and corresponding solutions.
  • The course is designed to provide an understanding of social networks/social media, the protagonists, and their psychological motivation to talk about experiences with products and services on online platforms nowadays. Furthermore, the course aims to enhance students’ skills of analyzing how (i) trends and opinions are spread in social networks, (ii) social network communication influences product and service diffusion positively, and (iii) companies can best utilize word-of-mouth communication in social networks to increase sales and reach marketing goals. 

  • Electives can come from a broad field of other courses offered in the broader area of marketing, social media, and digitalization offered at campus Sønderborg and other SDU campuses. These electives include, amongst others:

    • Strategic Marketing in the Business to Business context 
    • Corporate Social Responsibility 
    • Global E-Business 
    • Project-oriented Study in an organization
    • Topics in Marketing, Social Media, and Digitalization 
    • Data Driven Decision Making 
    • Programming for Data Science 
    • Corporate Governance and Sustainability
    • IT security, IT Ethics and privacy 
    • Organizing and Scaling Digital Business 

Facts about the programme

Tuition language

English

Study start

February / September

Location

S酶nderborg (from September 2026)

Tuition fee for non EU/EEA students

EUR 4250 per semester (30 ECTS)

Learn more about fees and funding

Want to know more?

Join the online info meeting

Sign up now

Become a student for a day

Read more and sign up here

Apply for admission

Application deadlines:

EU/EEA or Swiss applicants:

September intake: 1 March | February intake: 15 October

Non EU/EEA or Swiss applicants:

September intake: 1 February | February intake: 1 September

See how to apply

We're ready to help

Do you have any questions?