Business Administration: Online Business and Marketing

Overview

The consecutive master's degree programme in Business Administration: Online Business and Marketing at Lucerne University of Applied Sciences and Arts teaches practical online marketing and e-commerce skills as well as providing a sound methodological and scientific basis. Practical modules in IT and project management, business plan development, e-commerce, online marketing and customer relationship management lay the foundation for a successful start to a career in the online world.

The internet has become all-pervasive / ubiquitous. Smartphones and tablets are permanently online, changing the way we shop, read and even communicate with friends. As a result, there is a huge demand among companies for qualified specialists who are able to plan and implement business models on the web. The Master of Science (MSc) in Business Administration with a Major in Online Business and Marketing teaches the skills required for this, enabling graduates to successfully put their ideas into practice.

Learning outcomes

The course is divided into two thematic blocks that are closely related to one another. In the first year, teaching is carried out jointly with the other majors of the Master of Science in Business Administration. Here students benefit from dialogue in interdisciplinary teams as they acquire valuable skills in the areas of service management, change management and customer relationship management.

The second year focuses on the capabilities required to develop and market online business models. Here you acquire the know-how needed to successfully implement online marketing measures (search engine marketing, social media ads, targeting, mobile marketing, etc) and e-commerce. You learn strategic planning and implementation of online communication and marketing – both on dedicated platforms (content management systems) and external networks (social media, display ads, etc.).