Lucerne School of Business – Management Programs
Master of Science in Business Administration with a Major in Online Business and Marketing
Luzern, Switzerland
MSc
DURATION
8 semesters
LANGUAGES
English
PACE
Full time, Part time
APPLICATION DEADLINE
31 Oct 2026*
EARLIEST START DATE
Feb 2027
TUITION FEES
CHF 1,300 / per semester **
STUDY FORMAT
On-Campus
* Applicants from Switzerland and EU/EFTA countries may also apply after the application deadline if there are still places available. Applicants who require a visa can only apply until the application deadline.
** Application fee: CHF 250 | Semester fees for Swiss students: CHF 800 | Semester fees for foreign students: CHF 1,300 | Plus additional study-related costs
Key Summary
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 in 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 the 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 also 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
Time model
- Full-time, part-time, and work-study
- The majority of lectures take place on two days of the week on which attendance is required (currently Monday and Tuesday).
The Lucerne School of Business further offers Finance and Real Estate programs.
Register for one of our online Info-Events and learn more about the programme!
Shaping the Markets of Tomorrow
The major combines strategy, technology, and creativity. You’ll work on real projects with companies and agencies, helping to shape the digital business models of tomorrow. Practice, innovation, and a strong network are at its core.
Digital Transformation in Society & the Economy
Dive into future-oriented topics such as digitalization, AI, and the metaverse—and develop your own future scenario through a science fiction story.
Web Literacy
Launch your own content campaign: strategy, distribution, and real-time data analysis.
Digital Marketing & Artificial Intelligence
Discover how AI is transforming customer journeys and strategies—and apply this knowledge in real innovation projects.
Online Platforms and Interfaces
Combine e-commerce and project management: as a consultant for a web agency, you plan and pitch an online shop relaunch. Learn how to build digital business models, implement omnichannel strategies, and create competitive advantages through personalization and fulfillment.
Study Week
Two intensive days (Monday & Tuesday) with a leading social media agency (Leading Swiss Agencies). You’ll work on a real performance marketing briefing. The topic may change at short notice.
Online Business Strategy
Use AI marketing tools and synthetic data to develop a comprehensive marketing strategy for a fictional Swiss SME.
Online Customer Integration
From customer needs to campaign: you’ll collaborate with a major company and have the chance to win the LSA Junior Agency Award (major Online Business and Marketing is four-time winner).
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