Course Contents

Bachelor programme Media Management

The programme is divided into foundation (semesters 1-3) and advanced modules (semesters 4-6).   

The foundation modules cover:

  • economics
  • media and social studies
  • fundamental journalism skills (including practical activities)
  • communication and foreign language skills

In semester 3, students have the opportunity to spend a semester abroad at one of our numerous partner universities.

At the end of the programme, students complete a compulsory internship in Austria or abroad, as well as a dissertation.  

Specialisations

At the advanced stage of the programme, students select two of the following three specialist electives, in addition to compulsory modules on management, media studies and trends in media technology.

Strategic Management

This module examines corporate strategic management, including the specific challenges facing media companies. Following on from the foundation module in management, the focus turns to strategic planning. Students learn how to analyse markets and companies, develop value-based strategies, and categorise and implement financing methods and sources of finance. They also become familiar with the particular sources of finance available to media companies as well as the factors that influence financing decisions.     

Content Management

This module focuses on practical content management for a wide range of media, such as newspapers, magazines, TV, radio, internet, telecommunications, music and film, as well as book and cross-media publishing. After completing this module, students will have extensive knowledge of various aspects of content management in media companies. They will be able to assess, analyse and evaluate the potential of content strategies for different kinds of media and in diverging media markets. Theoretical relationships are linked to practical aspects of editorial management, with a focus on convergence, value creation, cross-media marketing, format development and legal management of licences.   

Marketing and Sales

Here the emphasis is on media marketing, with a focus on strategic marketing and media corporations’ international communication activities. Students acquire a solid understanding of strategies for and underlying concepts of integrated corporate communications with both external and internal stakeholders. There is also a focus on marketing-related communication with potential and current clients, and communication material design and production.