Course Content

Bachelor programme Media Management

The programme is divided into a basic course (semesters 1 to 3) and an advanced course (semesters 4 to 6).   

In the basic course students acquire basic knowledge in:

  • Economics
  • Media and social studies
  • Basic journalistic competences (with practical implementation)
  • Communication and foreign language skills

In the third semester there is a possibility of a semester abroad at one of our numerous partner universities.

A compulsory internship, which can be completed in Austria or abroad, and a bachelor thesis finalize the study programme.  


The advanced course permits students to specialize. In addition to the compulsory modules on business management, media studies, and trends in media technology, two optional modules are chosen from the offered three:

Strategic Management

After completing this module students have knowledge of the strategic management of companies including particular challenges in media companies. Here, complementing the basic module business management, the focus is on strategic planning issues. The graduate knows how to analyse markets and companies, how to develop value-based strategies, how to categorize and implement methods of financing and sources of finance, and knows about special sources of finance for media corporations as well as the frame conditions of financing.     

Content management

Practical content management in diverse fields (newspaper/magazine, TV/radio, internet/telecommunication, music/film, book as well as cross-media). After successfully completing this module students have ample knowledge in various fields of content management in media corporations. They are capable of assessing, analysing and evaluating the potential of content strategies in diverse types of media and in diverging media markets. Theoretical correlations are linked to practical dimensions in editorial management and in areas of convergence, value creation, cross-media marketing, format development and legal management of licences.   

Marketing and Sales

Media marketing with a focus on strategic marketing and international communication activities of media corporations. The graduate knows about strategies and concepts of integrated corporate communication. This comprises the communication with external stakeholders as well as internal interest groups. The focus is on the communication with (potential) clients in the course of marketing, and on design and production of means of communication.