Executive Seminar

Participation and engagement in the digital age

Digital channels play an important role in campaigning, political participation and citizen engagement. Direct communication through social media, online petitions, crowdsourcing or co-creation create new ways for governments to engage with citizens, voters to interact with the electorate or civil society organisations to mobilise support. This is being done in a far more targeted manner than ever before thanks to “big data”, which is used to segment and target voters or supporters through applying analytics. At the same time, it is also used to identify opponents or get insights into proprietary information.

This seminar will look at recent trends in technologically enabled citizen participation, its implications for democracy and will discuss channel effectiveness. Participants gain actionable insights into campaigning and digital engagement.

This course can also be completed as part of the Certificate in Intersectoral Management, the Certificate in Public Sector Innovation, the Certificate in Stakeholder Communication, the Certificate in Digital Transformation, or the Hertie School - ESCP Europe Certificate Marketing and Communication in Business, Politics and Society.

Target group

Professionals from all sectors (public, private, and from NGOs)


  • Higher education degree
  • At least two years of relevant professional experience (average is ten years)
  • Good knowledge of English


  • 2.5 days in Berlin, as well as additional time for the preparation of the seminar
  • No follow-up assignment is required

Seminar times

  • Day 1: 11:00 - 20:00
  • Day 2:   9:00 - 18:00
  • Day 3:   9:00 - 16:00

Seminar fee

€ 1,690

Seminar fees are exempted from tax according to Value Added Tax Act (UStG) §4 Nr. 21a. In Germany and many other countries, tuition fees for continuing education programmes are also fully tax-deductible as professional training expenses.

Seminar fee includes: attendance, online access to course documents, materials during the seminar, beverages in the Hertie School cafeteria (open on weekdays), certificate of attendance. 

Terms and Conditions


Registration is possible throughout the year, on a first-come, first-serve basis via our online application module. Admission is subject to availability.

Seminar director