The Technische Universität Ilmenau is offering a new future-oriented degree course at the interface of business, law and technology: "Digital Business - Media Economics and Digital Markets". While the bachelor's program optimally prepares students for a career start in the digital economy or in the modern media sector, they can specialize in the research-oriented master's program according to their personal wishes and inclinations - and also pursue a career in science. Registration for the winter semester 2025/26 is NC-free and possible until September 15.
The business success of small start-ups and SMEs, as well as large industrial companies, is increasingly determined by the marketing of their services and products on digital platforms. Entire business models are based on digital logistics and value creation: content providers and influencers as well as streaming services or dropshipping, i.e. online retail where the seller does not store or ship the products themselves.
The online sector will continue to develop at a rapid and complex pace thanks to data-driven business models and generative AI. The labor market will therefore need experts in the future who understand the technical possibilities of digital business and are able to act strategically within the legal framework. TU Ilmenau is training such specialists in the new interdisciplinary degree course "Digital Business - Media Economics and Digital Markets".
Bachelor's program "Digital Business"
The Bachelor's program in Digital Business trains students at the interface between business, law and technology: In addition to a sound business education, they acquire in-depth specialist knowledge in data and media law, media and communication science as well as computer science and media technology.
Compulsory subjects include marketing management and technology marketing, media markets and digitalization, business informatics and media management. Students are free to choose subjects such as information management, sports economics and event management or innovation management.
With this interface competence, students are optimally prepared for a career start in the digital economy or in information, communication and media companies. They can position and market innovative digital products as product managers, work as content providers, develop digital sales strategies, but also assess as consultants which digital marketing tools and channels are suitable for a wide range of corporate goals.
Master's program in Digital Business
In the Master's program in Digital Business, students can specialize with further qualifications according to their individual wishes and inclinations. The research-oriented degree program enables them to work independently and scientifically and prepares them for expert and management positions in companies, associations and regulatory authorities and, if they so wish, for a doctorate and a career in academia.
Compulsory modules in the Master's program are digital economics, media marketing, digital business models and digital media law. The advanced seminar teaches the economics and law of digitalization. In addition, various modules can be taken in three elective areas, depending on personal orientation: "Business, Strategy and Management" with elective modules from areas such as management consulting, business ethics, business model innovation or accounting; "International Business and Communication" with elective modules such as environmental and resource economics, empirical research, competition, strategy, and institutions or intercultural communication; and "Complementary Aspects of the Digital Economy", in particular with data and information technology modules.
Contact
Dr. Alexander Fox
Student Advisor Media Economics
+49 3677 69-4016
alexander.fox@tu-ilmenau.de
