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Advertising and Marketing Communication

Graduate degree: Bachelor of Arts
Regular period of study: 7 Semester
Teaching Language: German (partly in English)
Admission: Summer and Winter Semester
Contents: Lectures and Modules
Study Plan:Download (German Version)

The degree programme Advertising and Market Communication is about advertising, PR, and marketing, that is, preparing, and designing advertising content, and presenting it attractively. It is the one of the few state degree programmes in Germany of its kind. The degree programme is concerned with the conception of communication and advertising material and, at the same time, teaches strategic, economic, social scientific, content-related and design elements for all the advertising media in equal measure. In this way, the degree programme covers the whole spectrum of communications processes, from research and analysis, conception and strategy, to creation and production.

Contents and Structure

The basic part of the degree programme covers basic knowledge in the following areas:

  • advertising
  • public relations
  • social sciences
  • economics
  • design and technology

Furthermore, students learn scientific methods and acquire social competences. In the main part of the degree programme, they extend their knowledge in the areas of management, communication strategies and instruments for different forms of advertising and in communication within companies. They also choose a specialisation from Integrated Communication or Public Relations.

The interdisciplinary degree programme content is first taught theoretically and then applied in practice-oriented exercises and communication projects. The integrated practical semester, guest lectures given by experts from the economy, and media-related excursions underline the degree’s practical relevance. After seven semesters, students complete their degree programme with either a practical or theoretical Bachelor’s thesis. The academic title is the internationally recognised Bachelor of Arts.


Graduates of the degree programme Marketing and Market Communication work in advertising and PR agencies or in the communication departments in companies, organisations and institutions. They take on management responsibilities in marketing, project coordination and planning, are responsible for concepts and their contents, develop corporate identity strategies or supervise market and trend research analysis.

Graduates of the specialisation Integrated Communication can be found working as consultants, concept designers, text writers, budget directors, planners or marketing managers. In the area of public relations they work as PR experts and consultants, as press relations officers or as PR editors for corporate publishing instruments in company communication. Further professional perspectives lie in event and trade fair management, in online marketing or in social media management. Running one’s own business is another option for graduates.

In the consecutive Master’s degree programme Electronic Media, graduates can extend their knowledge of the specialisation Company Communication.


The degree programme starts in the winter and summer semester. Student places are limited.


Dean of Studies

Prof. Gabriele Kille

Phone: +49 711 8923-2225


Contact Person

Elke Nicolin

Phone: +49 711 8923-2235


Examination Office

Sabine Bartel

Phone: +49 711 8923-2204


Office of Student Affairs

Irene Stief

Phone: +49 711 8923-2075



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