Master of Science in Business Administration with a Major in Online Business and Marketing

Learn to develop digital business models

As the internet has become all-pervasive and ubiquitous in daily life, there is a huge demand among companies for qualified specialists who are able to plan and implement business models on the web.

The Major Online Business and Marketing imparts competencies for the planning, implementation, and marketing of digital business models. Graduates will be able to shape the markets of the future after gaining expertise and skills needed to successfully tackle the challenges posed by a digital world.

The Major Online Business and Marketing teaches you:

• practical online marketing and e-commerce skills
• a sound methodological and scientific basis
• strategic planning of online communication and marketing
• how to successfully put your digital business model ideas into practice

Two thematic blocks

Year One:

• teaching is carried out jointly with the other majors of the Master of Science in Business Administration
• students benefit from dialogue in interdisciplinary teams as they acquire valuable skills in the areas of service management, change management, and customer relationship management.

Year Two:

• focuses on capabilities required to develop and market online business models
• acquire know-how to successfully implement online marketing measures (ex. search engine marketing, social media ads, etc.) and e-commerce
• learning strategic planning and implementation of online communication and marketing on dedicated platforms and external networks

Graduates of the Major Online Business and Marketing are not only prepared for a successful career in the online world, but in many more diverse industries as holders of a Master of Science in Business Administration thanks to their well-rounded and versatile education from the Lucerne School of Business.

Duration of studies

• Regular study program: 4 semesters
• Extended study program: 6 - 8 semesters
• Employment up to a half-time job is possible in conjunction with the study program.
• For international students: the study workload demands a commitment of 25 contact hours per week (lectures, group-work exercises, projects)
• Students can still change their major during the first semester. Other majors include: Public and Nonprofit Management, Tourism, Business Innovation and Entrepreneurship, and People Management and Organization

The Lucerne School of Business further offers Finance and Real Estate programs.

Graduate profile

Graduates from the Master of Science in Business Administration with a Major in Online Business and Marketing have a practical and hands-on background and are well trained for a career in the online world.

• At the same time, they have completed a scientifically sound and application-oriented university education at the Master's level of 90 ECTS-credits.
• Their knowledge and skills enable them to quickly familiarise themselves with all aspects of online marketing, e-commerce, and digital business processes.
• Their competencies in the field of project management allow them to lead projects and teams.

Field of activity

• Online Marketing Manager
• Business Development
• E-Commerce Manager
• Business Analytics
• Consultation