Brand Ambassador
You enjoy authentically representing brands, communicating their values and building genuine relationships with communities.
Overview
Your words, your stories, your ideas — for a career in content.
Do you want to create content that moves brands and gets noticed in the media? The Copy & Story program teaches you how to translate ideas into powerful texts, stories, and campaigns – for social media, advertising, and content marketing.
You work with modern AI tools, develop data-driven concepts, and refine your own style as a creator. Practice-oriented, strategic, and alongside professionals from the industry.
Thanks to the flexible study model, you can study alongside work – and position yourself for a career in content, media, and brand communication.
Degree
Bachelor of Arts (B.A.)
Credit Points
210 ECTS credits
Application & Start of studies
Application deadline (winter semester): 31 August 2026
Start of studies (winter semester): 7 September 2026
Study Format
Online teaching with occasional block on-campus days (German/English)
Full-time / part-time
Duration & Fees
5 academic semesters
1 internship semester (no tuition fee)
1 bachelor’s thesis semester
Tuition fees: €950/month
Tuition fees with a industry partner: €900/month
Admission Requirements
University entrance qualification (Abitur or Fachabitur)
“Do you want to achieve more with language? In Copy & Story at SPARKS, you’ll learn how creativity, attitude, and AI shape the communication of tomorrow. ”
Your career in communication
From creative concepts to data-driven strategies — we show you the wide range of career opportunities open to you after graduation.
UX Writer
You have a feel for clear, user-centered language and craft texts that provide guidance and make digital experiences easy to understand.
Content Creator (Story & Brand)
You’re passionate about storytelling, develop content with purpose and tell brand stories that stay in people’s minds — and hearts.
Copywriter
You love powerful language, creative ideas and writing texts that give brands a voice and emotionally connect with people.
MIND
In our MIND modules, you’ll delve into the most fascinating questions in science—from classical philosophy to modern marketing and the fascinating field of cognitive neuroscience.
- Scientific Methods
- Business Administration
- Psychology
- Communication Science
- Cognitive Neuroscience
- Philosophy
- Marketing
- Marketing Technology
- Data Science
- Ethics
- Sociology
- Algorithmic Thinking
CRAFT
CRAFT modules provide practical guidance to help you formulate your own answers. For example, you’ll learn how to develop a creative strategy—and then use AI to turn it into compelling communication.
- Artificial Intelligence
- Strategy & Concept
- Coding & Prompting
- Content & Longcopy
- Social Media Writing
- Brand, Claim, Slogan
- Humor
- Screenplay & Dialogue
- Scientific Writing Workshop
- Project Management
- Working in Agencies
- Working in Companies
- Starting your own Business
- Legal & Social Responsibility
- Copy & Story
Copy & Story Course
| Semester 1 | Semester 2 | Semester 3 | Semester 4 | Semester 5 | Semester 6 | Semester 7 | |
|---|---|---|---|---|---|---|---|
| Module | Self Management & Learning | Business Administration | Coding & Prompting | CHOICE: Ethics / Sociology / Algorithmic Thinking / Marketing | Marketing | Job Module | Collaboration |
| Copy & Story 1 | Copy & Story 3 | Strategy & Concept | FOCUS Business: Working in Agencies FOCUS Content: Social Media Writing | FOCUS Business: Starting your own Business FOCUS Content: Humor | Writing Workshop | ||
| Scientific Methods | Psychology 1 | Cognitive Neuroscience | Philosophy | Marketing Technologies | Practice Project | CHOICE 2: Ethics / Sociology / Algorithmic Thinking / Marketing | |
| Copy & Story 2 | Artificial Intelligence | FOCUS Business: Projekt Management FOCUS Content: Editorial & Longcopy | FOCUS Business: Working in Companies FOCUS Content: Brand, Claim, Slogan | FOCUS Business: Legal & Social Responsibility FOCUS Content: Screenplicity & Dialogue | |||
| Critical Thinking & Problem Solving | Communication Science | Personal Communication | Psychology 2 | Data Science | Bachelor Thesis |
Self
Craft
Mind
Our study model.
A bachelor's degree at SPARKS is divided into 30 individual modules, which you take one after the other. This allows you to concentrate on one topic for four weeks while still having time for a job. Each module consists of three weeks of self-study (interrupted by virtual classrooms), a few days of attendance, and enough time to prepare for the exam (or practical work) in the last week.
| September | October | November | December | January | |
|---|---|---|---|---|---|
| Module 1 | 3 weeks 1 week | ||||
| Module 2 | 3 weeks 1 week | ||||
| Module 3 | 3 weeks 1 week | ||||
| Module 4 | 3 weeks 1 week | ||||
| Module 5 | 3 weeks 1 week |
Virtual phase - 3 weeks+1 week
On-site attendance - 2–4 days
Module exam (seminar paper / written examination)
Our campus in Munich’s Werksviertel.
At SPARKS, you can complete almost your entire studies online—whenever and wherever you wish. Nevertheless, we bet you’ll want to visit our campus, too. You’ll always find a cool spot for yourself and your iPad amid modern art and future colleagues.
AI
AI tools are now an integral part of copywriting. The Copy & Story program at SPARKS teaches you how to use artificial intelligence for ideation, draft texts, and content strategies without giving up your own style. Thanks to SPARKS's direct connection with agencies and companies, you will get to know the tools the industry actually uses – and will be optimally prepared for tomorrow's job market.
Marketing
Strong brands need strong copy and a smart strategy behind it. The Copy & Story program at SPARKS teaches you how to truly reach target audiences with emotional storytelling, an authentic brand voice, and data-driven content strategies. From social media campaigns and SEO content to brand manifestos, you develop the marketing craft that agencies, companies, and start-ups are looking for today.
“SPARKS University brings together exceptional creative talent, and that experience reinforces a powerful truth: AI isn’t here to replace us — it’s here to elevate creative standards to a level we’ve never reached before.”
Learn from the best. A degree programme that’s right for you.
We offer highly professional training in small groups. Whether practice-integrated, career-focused or campus-based — together we’ll find the model that fits your academic and financial situation. We’ll also inform you about financing and funding options, for example in combination with employment or the German BAföG financial assistance programme. Get personal advice.
Tuition Fees
Tuition costs are clearly structured and give you full planning security.
- Tuition: 950 € / month (36 months / 34,200 €)
- Tuition with a clinical partner: 900 € / month (36 months / 32,400 €)
- Clinical semester tuition-free: Student status for 7 semesters – pay for only 6 semesters
- Early Bird (without a practice partner) through June 30: Student status for 7 semesters – pay for only 5 semesters (30 months / €28,500 – save €5,700)
- Additional tuition reduction through credit for professional experience
- No application or enrollment fees
- No additional exam fees
- Eligibility for BaföG
Apply for free and with no obligation to SPARKS, the first university dedicated to the brand and communications industry.
Frequently asked questions
In the Copy & Story degree, you learn to develop texts, ideas, and stories for brands, media, and digital platforms. You combine creative writing, strategic thinking, and storytelling with academic foundations and modern tools, including AI.
Both. Copy & Story is not a pure literature or journalism degree – it is a program focused on brand-oriented communication. You write creatively, think strategically, and understand how language is purposefully used in brand and media contexts.
Very practice-oriented. You work on tasks, text formats, and concepts just like those created in agencies, companies, or media organisations. The PROs and PROFs bring their direct professional experience from the communications industry.
AI is an integral part of the program – not as a replacement for creativity, but as a tool. You learn how AI can be meaningfully used in the writing, ideation, and conceptualisation process – without losing your own voice, perspective, and quality.
The program is modular. You study one module at a time, each module lasts four weeks, and at the end comes the exam. Then the next module begins. This allows you to focus fully on one topic and structure your studies clearly.
Yes. Thanks to the high proportion of online learning and the modular structure, the program can easily be combined with a job, self-employment, or other commitments.
No. You can complete most of your degree online. In-person sessions take place on campus in Munich's Werksviertel – you do not need to live in Munich.
The learning groups are intentionally small. This allows for personal feedback, communication at eye level, and close supervision – rather than anonymous mass teaching.
No, there is no numerus clausus. What matters is your motivation and your interest in language, storytelling, and communication. During the application process, we will look together at whether the program is the right fit for you.
The monthly tuition fees are €950. The program is eligible for BAföG. There is also an early-bird discount, opportunities for prior learning recognition, and the possibility of financing through a working student position at one of our partner organisations. We are happy to advise you on financing and funding options.
You will graduate with a Bachelor of Arts (B.A.). The program comprises 210 ECTS credits and is state-recognised. It opens up diverse pathways in communication, media, and brand work – or you can go on to complete a master's degree.
Graduates work in roles such as Copywriter, Content Creator (Story & Brand), UX Writer, Brand & Communications Manager, or Conceptual/Text Strategist. The program is deliberately designed to be broadly applicable.
Frequently asked questions
Do you have any questions?
Get in touch with us and receive free, personalised, and non-binding advice from our team.
Discover more degree programmes
Our three state-recognised¹ degrees are the perfect springboard into a wide range of communication industry careers. Now you just need to decide which topics you want to dive deeper into.
Why you should study Copy & Story
Do you want to move people with words, give brands a voice, and tell stories that stick in people’s minds? A degree in Copy & Story specifically prepares you for a career in content creation, copywriting, and storytelling. At SPARKS University, you’ll learn not only to craft compelling texts but also to think strategically: from the initial idea through the concept to the finished communication strategy. With a Bachelor of Arts in Copy & Story, you’ll have the creative tools and academic foundation to launch your career in the communications industry - as a copywriter, content strategist, brand journalist, or UX writer. The combination of practical creative work and academic fundamentals makes you versatile and future-ready - including the ability to confidently use the most important AI tools.
Here’s what your Copy & Story program at SPARKS looks like
The Copy & Story program at SPARKS University combines flexible online learning with inspiring in-person sessions in Munich’s Werksviertel - one of Germany’s most creative neighborhoods. In small learning groups, you’ll work with like-minded peers on real-world communication projects and be taught by industry professionals. The modular program structure - 30 modules of four weeks each, consisting of three weeks of self-study plus intensive in-person sessions - allows you to combine your studies with a job. The curriculum ranges from creative writing and content marketing to storytelling and social media, all the way to AI-assisted copywriting. You’ll graduate with a Bachelor of Arts (B.A.) and 210 ECTS credits - state-recognized and practice-oriented.
What you can do after completing your Copy & Story degree
With a degree in Copy & Story, you’ll open doors to the creative communications industry. Whether as a copywriter at an advertising agency, a content creator for social media brands, a brand journalist at a company, or a UX writer at a tech startup. Many graduates also start out as freelancers and build their own portfolios. Thanks to our close ties to the industry, you’ll work with the AI tools right from the start - tools that will keep you relevant in the job market for years to come. Your Bachelor of Arts in Copy & Story is more than just a degree - it’s your ticket to a career as diverse as the stories you tell.