Course contents

Master programme Media and Communications Consulting

In the first semester, courses focusing on business, law and communications give students the opportunity to broaden their knowledge in these areas. Previous learning in certain subjects is taken into account, and in some cases is a prerequisite.

The compulsory Applied Media and Communications Planning module has a special focus on online marketing.

The inclusion of soft skills such as negotiating techniques as well as media and English language training ensures that graduates are well placed to compete on the international job market.

In semester 3, students work on real-world projects in the course of seminars.


In semesters 2 and 3, in addition to the compulsory modules, students select two of the four specialised elective modules. The choice of electives does not depend on the students’ areas of specialisation in their bachelor degree.

Public Relations

In this elective, students acquire the knowledge and skills they need to become public relations strategists. The topics covered relate primarily to strategic PR objectives, including performance measurement. Students can focus on reputation management, corporate social responsibility, lobbying, political communication and online PR.  


The Advertising module examines contemporary aspects of advertising impact, such as neuromarketing and multi-sensory advertising. Students implement an online campaign with a focus on display advertising in semester 3. 

Direct Marketing

The Direct Marketing elective turns the spotlight on digital channels including e-commerce and newsletter marketing. In semester 3, students plan a direct marketing campaign with one of our industry partners, such as Tchibo/Eduscho. 

Event Management

Although event management is often defined as an operational activity, the Media and Communications Consulting master programme approaches the concept from an event marketing perspective. The programme encompasses event implementation, strategic planning and integration into the overall communications concept. There is also an emphasis on the complex challenges associated with contemporary, eco-friendly design of event strategies.


As of the winter semester 2018, the design focus "DESIGNmk" can be chosen instead of the master class Advertising. The design focus concentrates on graphic design and web design as well as illustration and storytelling or image processing.

As an alternative to of one of the four master classes, you can engage in a specialisation in "investor relations" (module in the Master programme Economic and Financial Communications). As a basis and preparation for this, the course "Structures of Media Systems" (1 SWS) has to be taken.

Additional qualifications and opportunities

During the programme, students have a range of opportunities to acquire additional skills:

  • Using the facilities at the university's usability and counselling lab
  • Participating in event planning and organisation processes (e.g. MEDIACon, EVENTcon)
  • Attending the Communications Industry Trends lecture series
  • Attending guest lecture series (e.g. General Manager, Red Bull Media House)
  • Summer University (e.g. in Munich)
  • Google AdWords Certificate
  • Contributing to Campus Media by working on SUMO magazine, Campus Radio or c-tv
  • Mentoring programme