Last November, I completed my Master’s degree in Digital Business Management (M.Sc.) at SRH Fernhochschule – The Mobile University. I began the program in October 2023, while continuing to work as a Product Marketing Manager at TecAlliance. To manage both my studies and my career effectively, I reduced my work hours to 80%.
I chose this master’s program because it combines marketing topics with other key areas of the digital economy. In addition to digital marketing, the program also covers topics such as digital strategies and business models, as well as business intelligence and analytics. This provides students not only with a deeper understanding of marketing, but also of the economic and technological aspects of digital business models.
Another key factor in my decision was the flexibility of the distance learning program. At SRH, you can decide for yourself when to complete modules or take exams. There are no fixed semester deadlines for individual modules, which makes it much easier to balance with a full-time job.
During my studies, I explored various topics related to the digital transformation of businesses. Courses such as Digital Leadership & Transformation, Project and Change Management, and Decision-Making Psychology particularly stood out to me because they demonstrate how closely technological developments are linked to organizational changes and human decision-making processes.
I was able to apply much of what I learned in my studies directly to my day-to-day work at TecAlliance. As a Product Marketing Manager, I regularly deal with topics such as positioning and product communication. My studies helped me approach these topics from a more strategic and data-driven perspective and better understand the connections between technology, business models, and market demands.
In addition to traditional written exams, the program also included other forms of assessment, such as oral exams and project work. I found this variety particularly helpful because it reinforced the practical relevance of the coursework. My master’s thesis had the strongest practical relevance, as I was able to apply it directly to TecAlliance. The topic was:
“Developing a content marketing strategy to promote cross-selling and upselling in the B2B sector, using TecDoc as an example.”
In this study, I examined how content marketing can be strategically used to better engage existing customers with additional products and services. As part of this work, I also conducted expert interviews and, for the first time, applied qualitative content analysis to systematically evaluate the responses. I found this methodological approach particularly interesting because it provides a highly structured approach to analyzing qualitative data.
My studies have shown me how important it is to keep learning and to adopt new perspectives. In that sense, while the master’s degree marked the completion of a program, it was also another step in a learning process that will never truly be finished.
