Media Psychology and Digital Business (B. Sc.)

Provides a comprehensive overview of core business administration. Students analyze practical issues in marketing, finance, and HR and make informed decisions. Topics include business formation, legal structures, investment, logistics, and management.

Covers key concepts of HR management and organization, including employer attractiveness, talent acquisition and development, and recruitment. Also addresses leadership in the digital age and trends like New Work.

Introduces digital business models and their technological and strategic foundations. Topics include IT management, business processes, AI, customer journeys, platform strategies, and digital ecosystems.

Introduces perception, attention, and behavior. Students learn research methods, decision-making, and social psychology topics such as attitudes, group processes, and persuasion.

The Personal Development module helps students become more aware of their personalities and further develop them. The focus is on self-reflection, values, resilience, mindfulness, and dealing constructively with challenges and change. The goal is to identify personal resources, reflect on opportunities for growth, and shape one’s own future prospects.

Covers statistical basics for collecting, analyzing, and presenting data, including key measures, relationships, regression, and group comparisons using statistical software.

Focuses on marketing strategy development, digital customer relationships, product and pricing strategies, and communication and distribution, supported by planning, control, and case studies.

Introduces accounting and financial reporting under German GAAP. Covers bookkeeping, valuation, financial statements, and cost accounting for decision-making.

In-depth study of statistical methods for analyzing relationships and testing hypotheses. Topics include distributions, tests such as the t-test and ANOVA, as well as correlation and regression using software.

Combines biological foundations with cognition and communication, including thinking, learning, attention, biases, language processing, and digital persuasion.

Introduces project and process management from planning to completion, including organization, resource planning, controlling, and presentation, with a practical project.

Focuses on designing digital services, including customer experience, co-creation, and service innovation. Students create interfaces from UX/UI design to usability testing and prototyping.

The module introduces key concepts of microeconomics. Topics covered include supply and demand, market structures, elasticities, market equilibrium, and welfare economic analysis. In addition, government intervention, market failure, and fundamental issues of economic policy are discussed.

Focuses on analyzing business data for decision-making, including data preparation, exploration, and visualization.

Covers social media marketing strategies including content, influencer marketing, SEO/SEA, campaign planning, and performance analysis.

Examines media use and effects considering cognitive, emotional, and personality factors, using methods such as surveys and content analysis.

Overview of business psychology, including leadership, teamwork, communication, work and consumer behavior, UX, and advertising psychology.

Develops intercultural competence for global teamwork, focusing on communication, leadership, and cultural differences.

Focuses on corporate social responsibility and sustainability, including CSR strategies, stakeholder management, reporting, and challenges like greenwashing.

Covers development of digital media products from strategy to execution across formats using professional tools and platforms.

Covers the entrepreneurial journey from idea to business model, including lean startup, market analysis, financing, pitching, and agile methods.

Advanced media psychology focusing on online behavior, self-presentation, cyberbullying, UX, media design, and media-related risks.

Advanced topics in business psychology, including leadership, teamwork, communication, consumer behavior, UX, and advertising psychology.

Introduces academic research, including sourcing, evaluation, citation, and writing, preparing students for the bachelor’s thesis.

20-week internship where students apply their knowledge in practice and document their experience in a report.

The modules focusing on academic and professional competence provide in-depth knowledge of specialized business administration topics. Examples include entrepreneurship and start-up coaching, financial mathematics with modeling, or business psychology. Students analyze complex issues and develop well-founded solutions for business practice.

Independent thesis on a topic in media psychology or digital business using academic methods.

Elective specialization module from the core areas of media psychology and digital business. Possible topics include, for example, advanced business analytics, behavioral economics, customer centricity, customer loyalty, digital commerce, gamification, and a media psychology consulting project.

Elective specialization module from the core areas of media psychology and digital business. Possible topics include, for example, advanced business analytics, behavioral economics, customer centricity, customer loyalty, digital commerce, gamification, and a media psychology consulting project.

In the advanced seminar, students are assessed orally in small groups. In doing so, they integrate content and skills from various modules of the program and apply them to current issues. The seminar serves as an opportunity to reflect on and synthesize the entire course of study.

The modules focusing on sustainability competence address responsible and sustainable business practices. Examples include sustainability as a key to transformation, aspects of sustainability reporting and greenwashing, or real estate management and sustainability. Students learn to integrate ecological, social, and economic perspectives.

The modules focusing on language and social competence strengthen communication, teamwork, and intercultural skills. Examples include Business Spanish or Chinese, self-management, or practical reflection for dual-study students. Students learn to communicate professionally and to act confidently in international contexts.