Betriebswirt/Betriebswirtin (Hochschule) für Werbung, Marketingkommunikation

Relevant publications for this profession include ADZINE - Magazine for Online-Marketing and Technology, BFuP - Business Research and Practice, Industry Trends in Dialogue Marketing, Der Betriebswirt, display - Communication / Point of Sale / Sales Promotion, DPR, e-commerce magazin, HORIZONT - Platform for Marketing, Advertising and Media, iBusiness Executive Summary, Marketing Professions with a Future, Marketing ZFP - Journal of Research and Management, SBUR Schmalenbach Journal of Business Research, transfer - Advertising Research & Practice, W&V - Advertising & Sales, and wiwi-online - The Companion Guide for Studium and Career.

Prominent trends in marketing include marketing in the Metaverse and brand and value-oriented marketing using AI tools. Digitization continuously opens up new possibilities for marketing, with the Metaverse being a prime example, enabling personal contact in virtual spaces and fostering a closer relationship between companies and customers. Marketing professionals will explore the potential of the Metaverse, such as creating virtual spaces or hosting online trade fairs, to offer authentic shopping experiences. Brand and value-oriented marketing focuses on a company's brand identity, aiming to build customer loyalty and stimulate purchases by emphasizing identification with the company's values, often utilizing tools like branded podcasts.

Key interests important and helpful for success in this Studium (university degree) profession include: interest in commercial-organizational activities (e.g., negotiating, calculating, and monitoring budgets; negotiating advertising contracts; developing profit-oriented advertising strategies) and interest in administrative-organizational activities (e.g., coordinating sub-tasks; collecting and preparing information, data, and other basic material about the company's goods and services).

Business economists for advertising and marketing communication primarily work in offices and meeting rooms. Additionally, they may also work from a home office or remotely.

Core competencies acquired or deepened during the Studium (university studies) include Business Administration, Customer Data Platforms (CDP), Success Monitoring (Marketing, Advertising), Calculation, Communication Psychology, Conception (Advertising, Marketing, PR), Cost and Performance Accounting, Customer Analysis, Customer Consulting and Support, Marketing, Marketing Management, Market Research, Media Planning, Media Management, Media Psychology, Public Relations, Online Marketing, Corporate Communication, Corporate Identity, Contract Law, Advertising Communication, Advertising Law, and Advertising. Further competencies that may be significant for practicing this profession include Affiliate Marketing, Image and Video Generators, Content Marketing, Corporate Design, Customer Relationship Management (CRM), Data-Driven Marketing, Demand Management, Service Marketing, Digital Storytelling, Digital Marketing, E-Commerce, E-Business, Green Marketing, International Marketing, Messenger Marketing, Mobile Marketing, Omnichannel Retailing, Product Management, and Social Media Analytics.

The ongoing digitalization of the working and professional world can change task areas and requirement profiles. For business economists specializing in advertising and marketing communication, opportunities may arise to engage with the following technologies, procedures, or systems: Affective Computing (e.g., AI applications that recognize and use human emotions to improve marketing strategies), Image and Video Generators (e.g., planning the use of generators for the conception of advertising graphics or clips), Consent Management Platforms (e.g., planning the use of consent management platforms for the legally compliant processing of customer and user data), Content as a Service - CaaS (e.g., supplying customer channels with optimized advertising content), Content Automation (e.g., planning the use of AI-supported applications for creating search engine-optimized product descriptions in online shops), and Customer Data Platforms - CDP (e.g., measures for customer loyalty).

Business economists in advertising and marketing communication independently plan, organize, and control business processes as well as advertising and communication measures for companies, products, brands, and services. If they lead a team, they need communicative skills and social competence to motivate employees and coordinate their collaboration. Analytical and organizational skills are important, for example, when analyzing market research data or implementing advertising measures. Foreign language skills and intercultural competencies are required, for example, when collaborating with clients and business partners from other countries. To achieve good negotiation results, it is necessary to professionally apply negotiation skills in client discussions. They primarily work in an office at a desk, but also operate in meeting rooms. In the field, they visit clients and business partners, for instance.

Business economists in advertising and marketing communication can work freelance, for example, with their own advertising, design, or PR agency, as an advertising or PR consultant, or as a copywriter.

Example of a collectively agreed gross basic salary (monthly): €5,261 to €6,378. Source: Collective bargaining collection of the Bavarian State Ministry for Family, Labor and Social Affairs. Note: This information is for orientation purposes. No claims can be derived from it.

Advertising, Public Relations; Media; Chemistry, Pharmacy, Plastics; Electrical Engineering, Electronics; Energy, Supply and Disposal; Vehicle Manufacturing, Maintenance; Financial Services, Real Estate; Health, Social Affairs; Trade; Hotel, Restaurants, Tourism; Art, Culture, Sport, Leisure; IT, Software, Telecommunications; Management, Consulting, Law, Taxes; Metal, Mechanical Engineering, Precision Mechanics, Optics; Transport, Traffic; Associations, Organizations, Interest Groups.

Those who wish to work in this profession need a completed undergraduate (grundständig) degree in advertising, marketing communication. Leadership positions or specialized tasks usually require a master's (Masterstudium) degree. Activities in science and research often require a doctorate (Promotion) or habilitation (Habilitation).

Advertising, Marketing Communication (undergraduate); Advertising, Marketing Communication (postgraduate)

Business economists in advertising and marketing communications can find employment with advertising and communication service providers, in companies across almost all economic sectors, and with associations, organizations, and interest groups.

Business Economist (University) - Advertising, Marketing Communications. English job title: Marketing communications manager (m/f).

Some characteristics of work and social behavior are equally relevant for all professions and are therefore not mentioned separately. These include reliability, punctuality, honesty, ability to criticize, and appropriate manners. Additionally, the following profession-specific characteristics are required to practice this academic profession: willingness to perform and commit (e.g., recognizing work bottlenecks in the timely creation of an advertising campaign and willingly taking on additional tasks to overcome the bottleneck), perseverance/determination (e.g., planning long-term marketing strategies; sticking to implementation despite temporary setbacks or short-term changed priorities), conscientiousness (e.g., precisely analyzing the client's briefing; accurately evaluating market research results), sense of responsibility and willingness to take responsibility (e.g., taking responsibility for the timely and professional realization of projects).

Business economists in advertising and marketing communications plan, organize, and monitor advertising and communication measures and coordinate their design.

ADMAgenturJobs, DDV Job Board - German Dialogue Marketing Association, GPRA, HORIZONTJobs, Kress Jobs, Marketing-Boerse.de, marketing-jobs.de, Marketing-Stellenmarkt.de, OMJ - Online-Marketing-Jobs.de, onlinemarketing.de, PR-Journal, salesjob, vertriebsjobs.de, W&V - Advertising & Sales Job Market.

Federal Association of German Economists and Business Economists (bdvb), Federal Association of Network Marketing (BVNM), Federal Association of City and Urban Marketing Germany (BCSD), German Public Relations Society (DPRG), German Marketing Association (DMV), eco - Association of the Internet Industry, ver.di - United Services Union.

This profession involves responsibility for people (e.g., guiding, motivating, and leading employees) and for material assets (e.g., negotiating with manufacturers and suppliers about the production of advertising materials and supervising production). Customer contact (e.g., developing marketing concepts and campaigns based on customer requests), screen work (e.g., performing analysis, conceptual, and planning tasks), and office work (e.g., presenting campaigns or strategies) are common.

Career opportunities in this profession are divided into various fields of activity. You can work as a lecturer or professor at universities, or as a study program coordinator. In management and corporate leadership, you can serve as a department head, commercial operations manager, business development manager, group/team leader, or branch manager. In marketing and advertising, you can work as an affiliate manager, art buyer (advertising), brand manager, city/area manager, content creator, content marketing manager, customer experience manager, employer branding manager, influencer marketing manager, account manager, head of marketing, media planner, media consultant for audiovisual media, merchandiser, or online marketing manager.

Working tools and objects include data and documents such as market research data, marketing and advertising concepts, profitability analyses, business key figures, process and organizational plans, contracts, statistics, and legal regulations. Advertising materials and media presentation forms like commercials, posters, brochures, newsletters, social media, websites, and blogs are used. Office equipment such as PCs, internet access, and telephones are also among the working tools.

Business economists specializing in advertising and marketing communication support economic decision-making processes for companies, for example, on questions related to marketing and advertising. Using briefings and market research, they analyze the current situation, competition, and goals of a company. They develop target group-specific marketing concepts and advertising strategies for these, and determine suitable marketing channels. They coordinate the use of advertising materials, plan advertisements, and conduct market research. Through this, they determine the awareness level of a product, check the success of an advertising campaign, and can continuously adapt concepts to the market.

Continuing education for adaptation helps to keep professional knowledge current and adapt it to new developments (e.g., in the fields of advertising, public relations, marketing, social media). Furthermore, trends in the use of augmented reality filters and the metaverse can develop into important further education topics for business economists in advertising and marketing communication.

Bachelor's graduates can expand their professional and career opportunities through further studies, for example, in subjects such as advertising, marketing communication, public relations, communication management, or communication design, visual communication. A doctorate (Promotion) is generally required for an academic career at a university; for appointment as a university professor, a habilitation is usually needed. A doctorate may also facilitate access to senior professional positions in the private sector, in research, and in public administration.

Analyzes and evaluates marketing and advertising activities. Develops innovative and practical marketing and advertising concepts and strategies, for example, by conducting competitor analyses. Analyzes briefings and evaluates market research results. Defines the USP (Unique Selling Proposition) of a product. Develops competitive marketing concepts and advertising campaigns, utilizing social media channels if necessary. Defines goals and target groups. Develops media and advertising strategies, and conducts media planning. Performs economic feasibility studies for projects, estimating timelines, budgets, and goals. Discusses concepts and adjusts them as needed. Analyzes customer behavior with AI-based software and derives changes. Accompanies implementation processes, coordinates or co-supervises sub-tasks, and monitors interim goals. Conducts negotiations with marketing and media service providers. Manages marketing and advertising activities.

The following job alternatives are available for the profession of Business Economist (Hochschule) for Advertising and Marketing Communication: Business Economist (Hochschule) for Corporate Management, Master of Business Administration, Business Economist (Hochschule) for Service Management, Business Economist (Hochschule) for International Economics, Business Economist (Hochschule) for Crafts Management. Commonalities include: planning, monitoring, and organizing business processes; supporting economic decision-making processes; negotiating with business partners and customers. Please note: These alternative jobs may require a longer onboarding period or additional training.

Business Economists for Advertising and Marketing Communication plan, organize, and monitor advertising and communication measures, and coordinate their creative implementation. What are the target groups for a product? Which communication channels are effective? Business Economists for Advertising and Marketing Communication are familiar with their own or the client company, the respective industry, competitors, and relevant markets. This enables them to reliably analyze the advantages and disadvantages of different advertising media and the opportunities and risks in addressing target groups. Through customer surveys or the evaluation of market research results, they find out, for example, how to retain target groups to the company or what causes customers to shop with competitors. In a globalized economy, they constantly observe all relevant domestic and international markets.

The following abilities, knowledge, and skills are required for performing possible activities in this academic profession. Abilities: Numerical (computational) thinking (e.g., analyzing customer behavior and market trends using mathematical and statistical methods and models); verbal (linguistic) thinking (e.g., creating marketing concepts; formulating strategies for advertising campaigns); memory (e.g., memory for people, numbers, and market research data); adaptability (e.g., quick and frequent switching between conceptual activities, contact with agencies and clients under time pressure); commercial aptitude (e.g., recognizing sales opportunities and market developments and developing marketing concepts); planning and organizational skills (e.g., planning, coordinating, and implementing advertising and communication measures); sense and feel for aesthetics (e.g., commissioning and checking the creative implementation of advertising measures).

The exercise of this profession may involve the following physical requirements. This information does not necessarily apply to every activity profile or every professional application. Unimpaired speech ability (e.g., instructing and leading personnel; conducting negotiations with service providers such as printing companies); near vision - even corrected (e.g., evaluating market research results; developing sales plans and advertising campaigns); hearing ability and speech comprehension (e.g., developing marketing concepts and campaigns based on customer wishes). Please note: This information does not form the basis for legal action and should not be understood in the sense of a medical fitness assessment. Actual physical fitness or unfitness must always be determined on a case-by-case basis and taking into account possible reasonable accommodations.

The following professions or activities are similar to the original profession. These professions represent a possible alternative for applicants who cannot find a vacant position in their learned profession. Furthermore, employers can consider specialists in these professions as alternatives for filling a position in the original profession. Some alternative professions only comprise partial activities of the original profession, while others require an onboarding period, which can vary in length in individual cases. The following immediate employment and staffing alternatives are available for the profession of Business Economist (Hochschule) for Advertising and Marketing Communication: For the overall activity (usually short onboarding): Business Economist (Hochschule); for partial activities and professional applications (with/without onboarding): Art Buyer (Advertising), Art Director, Brand Manager, Campaigner, Corporate Profiler.

Working as a Business Administrator for Advertising and Marketing Communication is not a regulated profession, so no professional recognition is necessary for those with a foreign degree. However, there is an option to apply for an individual certificate evaluation for foreign university degrees through the Central Office for Foreign Education (ZAB), which can be helpful for job applications in Germany. For further information on living and working in Germany, you can consult the 'Hotline Working and Living in Germany' – a central information hotline of the Federal Office for Migration and Refugees (BAMF) and the Federal Employment Agency (BA), 'Information for People from Abroad' – an information service by the Federal Employment Agency, the 'Central International and Specialist Placement Service' of the Federal Employment Agency, and 'Make it in Germany' – the welcome portal for the skilled labor initiative for international professionals.

The following health limitations could lead to problems when performing this profession. These statements do not necessarily apply to every job profile or every possible professional deployment. Increasingly, there are also ways to compensate for limitations, for example, through technical aids. Speech disorders or defects (e.g., instructing and leading personnel; conducting negotiations with service providers such as printing companies), uncorrectable near vision impairment (e.g., evaluating market research results; developing sales plans and advertising campaigns), and hearing impairment, hard of hearing, deafness, hearing disorder, chronic ear ailments (e.g., developing marketing concepts and campaigns based on customer wishes) could pose challenges. Please note: This information does not form a basis for legal action and should not be understood as a medical suitability assessment. Actual physical suitability or unsuitability must always be assessed on a case-by-case basis.

From an employer's perspective, the following alternatives are available for the profession of Business Administrator for Advertising and Marketing Communication: activities in the field of Management, Corporate Management, Business Administrator (University) for Corporate Management, and Master of Business Administration. Commonalities include planning, monitoring, and organizing operational processes, supporting economic decision-making processes, and negotiating with business partners and customers. The mentioned alternatives may require an induction period, which can vary in length depending on the individual case.