Management and marketing in public administration (Master’s)

If you have already completed your Bachelor's degree and want to move on, the Master's programme in Management and Marketing in Public Administration offers you the opportunity to deepen your knowledge, gain new practical skills and prepare for a professional career in the public sector, in non-profit organisations or in public policy consultancy.

The study programme focuses on combining management and marketing practice with knowledge of public administration and political science. A strong emphasis is placed on topics such as:

• Strategic and crisis management in public institutions,
• Public communication and media skills, ethics and social responsibility, marketing of public services and projects, digital transformation (e-Government, Smart Cities), participatory and transparent decision-making.

 

Your studies will provide you with:

• Practical tools for project and process management,
• the opportunity to work with practitioners and get involved in real projects,
• preparation for a leadership position in local government,
• state administration or the non-profit sector, a prerequisite for doctoral studies in political science,
• management or marketing communication.

 

You will gain the ability to:

• Lead teams and manage change in public policy,
• Communicate effectively with a variety of audiences,
• apply analytical tools in strategy development,
• recognise value conflicts and make ethical decisions,
• respond flexibly to current challenges and innovate processes in the public sector.

 

Who is the study for? For graduates of bachelor's degrees (especially in fields such as public administration, political science, economics, sociology, law, journalism) who have the ambition to gain a comprehensive picture of the functioning of public administration and want to grow professionally in it.

The graduate is prepared for positions such as:

• Manager in public administration or non-profit organizations,
• marketing and communication professional in public institutions,
• public policy analyst,
• coordinator of EU-funded projects,
• consultant for development strategies and smart solutions in local governments.

 

Choose a Master's degree that combines values, professionalism and a real opportunity to make an impact on society. Serious public affairs start with your preparation today.

• Leader of political, trade union, interest and related organisations

• Senior civil servant, local government, public sector, voluntary and not-for-profit sector

• Managerial/professional staff of public administration in the different sectoral policies in focus according to the content of the subjects of the study programme (environmental studies, public relations, communication, sustainable development, regional studies, education, ...)

• Managerial/professional staff of local government in the different sectoral policies, according to the specific content of the study programme (project manager, environmental officer, communication officer, human resources officer, tax administration officer, economic officer, ....)

• Management/expert staff of the regional government in the different sectoral policies (project manager, consultant for the selected area, ...)

• Chief State Adviser in various sectoral policy areas

• Controller in local government bodies

• Expert in scientific research and teaching institutions

• Expert in the media

• Professional public relations officer

• Professional lecturer - further education lecturer

• Specialist in public administration for education

• Regional and rural development officer

• Local government education and sports officer

• Public policy expert

• Regional association specialist for variable focus

• Marketing-oriented department specialist (Tourism Development Agency, Brand Institute, etc.)

• Specialist officer in a selected department/territorial unit

• Research and development officer

• Assistant professor at university (PhD studies)

• Specialist civil servant for general internal administration

• Senior manager/line manager for further education and training of staff

• Senior manager/line manager for training and human resources development

• Non-profit sector manager

• Task Team Leader for the selected solution area

• Project manager/specialist for the selected solution area

• Expert/consultant for the selected area

 

Admission conditions for DAY and EXTERNAL form of study.