The Advertising und Marktkommunikation degree programme opens up diverse career paths.
The well-founded and practical study concept makes graduates of the degree programme attractive to future employers. A wide range of opportunities are open to them.
After graduating, they work in communications agencies or in the communications departments of companies, organisations and institutions.
As specialists in Werbung und Marktkommunikation, they take on tasks in communications management, customer consulting or strategic planning with a focus on brand strategy and brand management. They coordinate projects, create communication concepts, are responsible for budgets, supervise advertising campaigns or market analyses. Event and trade fair management, online and social media marketing are also fields in which they can work after graduation. The step into self-employment is also a future possibility.
Graduates can deepen their knowledge in the field of Corporate Communications in the advanced Master's programme in Corporate Communications.
Exemplary occupational fields after graduation.
Consultants or contact persons are responsible for customer care at the agency and are therefore the central point of contact for clients. They coordinate all activities from the briefing to the finished campaign and liaise with all of the agency's specialist departments (e.g. creation, production, media). They channel all information flows and ensure that the end result of the process is an advertising campaign that is successful and fits the brand. In their role, the client consultant ensures that all projects run smoothly and on time and is responsible for the advertising budget.
In some cases, consultants take on the strategic conception for the client. The evaluation of advertising success and efficiency through corresponding analyses can also fall within the scope of duties.
The strategic planner combines psychological knowledge, analytical thinking and creative skills and is the link between the creative and consulting departments in a communications agency. The main task of strategic planners is to manage the perception of brands on the market during campaigns. Planning therefore encompasses brand management, positioning and strategy. Planners prepare the conceptual foundation on which all communication measures are based. They must be able to summarise consumer studies, market and product data as well as general trends to such an extent that everything together results in a concise and, above all, consumer-relevant statement.
Concept developers oversee projects from briefing to idea development, actual concept creation and production support through to the launch. Depending on the focus, the concept developer is more strategic or more operational. The former focuses on the basic ideas, while the latter focuses on the development of the detailed concept for various interactive, digital and analogue channels.
Art directors develop the visual realisation of a project and accompany the subsequent implementation during production. They develop new advertising strategies for various media and organise and coordinate the corresponding implementation (e.g. for layouts, set design, photo shoots, etc.). Within the team, they are responsible for the visuals.
Copywriters develop concepts and ideas for advertising media such as posters, mailings, adverts, radio and commercials as well as internet and social media appearances, either alone or in a team with an art director. In the second step, they take care of the textual realisation of the content. It is important that the advertising message appeals perfectly to the target group. Complicated issues must be transformed into understandable, clear and memorable formulations.
Marketing managers promote and sell products. The aim is to position products and brands in the market as favourably as possible and to create competitive advantages. Marketing managers are responsible for marketing conception, product design, pricing, communication/advertising/promotion and distribution/sales.
Insights into the practice.
A wide range of professional fields are open to graduates of the Werbung and Marktkommunikation degree programme. Detailed and exciting impressions can be found on the Instagram channel of the degree programme.