Profile programs

Brand Planning, Interactive Media, Communication Management

Your overall core competencies will be broadened by one of the following profile competencies.

Brand Planning

Specialist competency

Brand Planning is a broad and complex discipline within strategic management and deals with the development of brands and communication strategy. These strategies are geared to achieving future business success. They provide the foundation for a successful product and communication policy.

Your profile programme enables you to deepen your knowledge of brand positioning and leadership. You will learn how target group needs can be translated into strategies and will look at research into market trends and at innovation planning.

The additional profile offered to those new to the field is a perfect prerequisite for going into Strategic Planning, Sales or Brand Consultancy in an agency, as well as management roles in Consumer Insight, Marketing or Corporate Strategy in the business world.


Interactive Media

Specialist competency

Digital and interactive media have radically altered aspects of communication and in particular levels of formality, content and consumer-related issues.

Consumers access content interactively regardless of time and place. They ask questions, comment on or tailor the communication offer and are significantly involved in a wide-ranging and credible dissemination of a message.

It is against this background that the Interactive Media profile programme goes more deeply into solutions to the questions through application oriented tasks in a constantly changing environment.

Your tasks will include concept development, planning, implementation and evaluation of interactive communication strategies.
The additional profile offered to those new to the field is a perfect prerequisite for going into Concept Development, Interactive Account Management and into roles as Social Media Manager or Online Marketing Manager.


Communication Management

Specialist competency

The Communication Management profile programme offers both basic and specialist knowledge in Communication between companies or between organisations and their stakeholders.

This is where the positioning and presentation of appropriate topics in the public perception are essential, using the tools of modern business communication as well as a good grasp of stakeholders’ wishes.

The aim of the profile programme is a general understanding of the various fields of communication activity undertaken by businesses. Communication Management graduates going into agencies start their professional lives in junior roles as PR Advisors or in project management. In business and in public relations organisations the career opportunities on entry are first of all as PR advisor or assistant in business communication, leading later to leadership roles in communication management.