THE MHMK GRADUATE SCHOOL

Transcription

1 M.A. MEDIA AND COMMUNICATION MANAGEMENT M.A. MEDIA AND DESIGN M.A. JOURNALISM START Winterterm DURATION 3 Semesters for applicants with 210 ECTS THE MHMK GRADUATE SCHOOL All Master s programmes have one goal: to prepare students in an optimal manner for management and leadership positions. You will develop an integrative and international perspective with all the skills that are essential for the professional management of media, people and processes in the future media industry. Prof. Jürgen Faust President of MHMK 3 Semesters plus 1 Pre/Semester for applicants with 180 ECTS Graduates who manage media products and communication operations, realise design projects, generate journalistic content, lead teams and shape the media and communication industry of tomorrow: The Master s degree courses of the MHMK teach students the general and specialist skills that are key prerequisites for working in a demanding and increasingly international job market. The Master s programmes are closely aligned with the professional requirements of the media and communication industry and offer qualifications for senior technical and management positions worldwide. The lectures are held in English and provide specialist knowledge and management skills in line with the MHMK teaching philosophy of adopting a stimulating and practical approach. Students use case studies, simulations and project work to gain expertise geared towards entry into professional life. The learning environment is similar to that of the Anglo-Saxon Master s degree culture with small classes, intensive and individual supervision, a high level of student input and career coaching by qualified lecturers. All Master s degree courses comply with the EU Master Qualification Criteria and the European Credit Point System. They are accredited by FIBAA. 1

2 THE CONCEPT OF YOUR MASTER PROGRAM YOUR PATHWAY AND SPECIALISATION The MHMK Graduate School offers a unique set of Master Degrees through its Open Media Programme. Students can opt for Media and Communication Management, Media Design or Journalism. Students of all 3 streams study together in a range of core Master modules. In addition, they can choose a number of specialist courses as listed below. MASTER DEGREE OPTIONS MEDIA AND COMMUNICATION MANAGEMENT Brand Management Corporate Communication Culture and Creative Industries Corporate Publishing Digital Entrepreneurship MEDIA AND DESIGN Design Management Media Design Service Design Strategic Design Creative Direction International Design Postproduction and Animation JOURNALISM International Journalism Interactive Journalism Investigative Journalism Innovation and Entrepreneurship Applicant 2 Eligibility 210 ECTS Applicant 1 Pre - Masters course (1 semester) 210 ECTS 180 ECTS 30 ECTS 180 ECTS 30 ECTS 2

3 OPTIONAL PRE SEMESTER COURSE LOCATION Munich Berlin Milan START Winter Term DURATION 1 Semester Standard Bachelor programmes vary. Typically, they correspond to 180 and 210 ECTS points. In order to gain a Standard Master s degree, you will need to collect a total of 300 ECTS. The MHMK Open Media Master is made up of 90 ECTS. If your Bachelor degree consists of only 180 ECTS points but you wish to apply for MHMK s Open Media Master Programme, you can complete an extra semester that will enable you to collect an additional 30 ECTS points. During this semester, you will attend a variety of media and communication courses and focus on research and project work. Programme Outline Scientific Methods and Concepts Pre-Master course This module provides students with in-depth knowledge to undertake professional research projects. Students will gain insight into the methods and tools required to evaluate data in a media and communication context, and they will learn how to deliver meaningful scientific results. Current Issues in Media and Communication This module applies theoretical knowledge to current issues in media and communication management through critical thinking and analysis. Subjects are chosen from a wide range of current hot topics such as Product Development, Marketing and Management in the Digital Society. Intercultural Communication The course focuses on cross-cultural aspects of management and communication processes in a global context. It emphasises cultural differences that affect individuals, groups and society as a whole. The overall objective of the module is to improve students understanding of diverse management styles around the world. Business Planning This class provides the foundations for developing a business idea and creating a business plan. Students will learn to address key strategic, planning and financial issues. They will have the opportunity to review the initial stages of their plans using analytical and empirical tools. An introduction to financing options is also part of the course. Practical Orientation Project In this module, students put theory into practice through working on a media project. 3

4 LOCATION Munich Berlin Milan START Summer Term DURATION 3 Semesters M.A. MEDIA AND COMMUNICATION MANAGEMENT AREAS OF SPECIALISATION MEDIA AND COMMUNICATION MANAGEMENT Brand Management Corporate Communication Culture and Creative Industries Corporate Publishing Digital Entrepreneurship MEDIA AND COMMUNICATION MANAGEMENT Students choosing the Media and Communication Management stream can specialise in the following areas: Brand Management Corporate Communication Culture and Creative Industries Corporate Publishing Digital Entrepreneurship In the media sector, there is great demand for managers with strategic skills. This is because the successful management of a media business and the development of media products require an extremely broad knowledge of social trends and developments combined with business management expertise. Decision-makers with sound judgement are sought after. The Master s degree in Media and Communication Management is aimed at outstanding graduates from the fields of business administration, communication science or related areas as well as young professionals from agencies, communications departments, marketing and media companies, who wish to hold strategic and management positions. The programme has a firm cross-media approach and develops entrepreneurial thinking and methodology. All facets of strategic and operational management are combined with in-depth knowledge of business administration, comprehensive project management know-how and practical application in the form of case studies. Students are encouraged to evaluate media development in the context of social change. Thus, graduates will not only understand media but be able to shape and direct it. 4

5 SEMESTER OVERVIEW Modules in Term 1 Management Economics and Law Strategic Management Communication Science Interdisciplinary Project M.A. MEDIA AND COMMUNICATION MANAGEMENT Management Theory & Corporate Governance, Ethics, Responsibility Media Economics & Media Law Strategic Models, Competition & Strategic Processes in Practice Theories of Communication & Communication Psychology MEDIA AND COMMUNICATION MANAGEMENT Empirical Social Research Statistics & Media Research Modules in Term 2 Operational Management Marketing and Brands Mass Communication Focus Project Business Models & Controlling, Costs, Finances Marketing Concept & Brands and Brand Management Media Studies, Public Opinion & PR and Market Communication Modules in Term 3 Human Resource Management Internationalisation Master s thesis Human Resource Management, Leadership & Self-Management International Media Markets & Intercultural Communication Competence Scientific paper 5

6 Modules in Term 1 Management Management Theory & Corporate Governance, Ethics, Responsibility This module gives students a grasp of all relevant management theories, principles and concepts as well as the associated history of ideas. Management Theory: Participants will learn about different management concepts such as the process-oriented approach, the quantitative/ behavioural approach, new institutional economics, the resource-based approach and environment-oriented management theories. Corporate Governance, Ethics and Responsibility: The contents include controlling concepts, stakeholder management, power, communication, corporate governance, codifi cation and also business ethics and corporate social responsibility. Economics and Law Media Economics & Media Law This module is designed to improve students knowledge of media economics and media law. It includes two compact courses, Fundamentals of Media Economics and Legal Basics for the Media and Communications Industry. Media Economics: The course establishes an understanding of economic principles and their role in the media industry. Students adopt a management-oriented perspective in relation to media. This includes learning about corporate objectives, business and value propositions, financial processes and corporate governance. Additionally, students study macroeconomic aspects in greater detail. Media Economics explores concepts such as allocation, distribution, stabilisation as well as theories of media markets, competition, market forms and pricing. Overall, students are enabled to handle management tasks in a larger economic context at a global level. Media Law: This course provides a fundamental understanding of legal issues that underpin traditional and new business models. It enables students to analyse specific legal aspects of corporate management such as company law, commercial law, contract law and labour law in relation to large media entities as well as smaller enterprises such as agencies and Internet start-ups. The course includes lessons on licensing and performing rights, domain law, legal issues in online marketing, e-contracting, privacy and liability, copyright and trademark law as well as specific legal issues in the area of patents and (registered) designs. Strategic Management Strategic Models, Competition & Strategic Processes in Practice UNIT DETAILS SEMESTER 1 This module provides an insight into all the tools that are required to safeguard the long-term survival of media companies. It deals with strategy models of international renown such as the ones developed at Harvard University and the University of St. Gallen. Strategy Models, Competition: Participants will study the role of strategic management and learn about business strategies, competitive strategies as well as functional area strategies. The course encompasses a wide variety of different topics ranging from vision and mission statements, corporate governance and key communication principles to strategic concepts such as diversification and portfolio management. Strategy Processes in Practice: Lessons focus on business analysis and goal setting, implementation and execution of strategies and, finally, monitoring success. The course centres on portfolio management tools and their practical application and includes insight into communication and planning techniques such as Scenario Writing, Delphi and Road-mapping. Students are being instructed in functional area strategies in the form of marketing, financial and human resource development. Additional course elements deal with models of performance measurement such as the balanced scorecard (BSC) and game theory models which are practised in workshops. MEDIA AND COMMUNICATION MANAGEMENT Communication Science Theories of Communication & Communication Psychology This module gives students an overview of various theories and models of communication and enables them to understand human interaction from an historical and contextual perspective. The aim is to teach students theory based on social science, psychological approaches and other models. The two core areas are Theories of Communication and Communication Psychology. Theories of Communication: Social-scientific perspective: The course covers the following five areas: (1) Communicators: Theories about media players and their involvement in organisations with particular emphasis on theory formation in journalism and PR; (2) Media Content: Models and theories on content such as assessment of journalistic quality, media realities, presentation strategies, differentiation of genres, etc.; (3) Media Theory and Media Analysis regarding the medium itself; (4) Media Use: Theories and models concerning motives, extent and patterns of media use, the relevant socio-demographic and psychographic descriptions and the process of media socialisation; (5) Theories and models on the impact of ofmedia, especially mass media and new hybrid forms of online communication. Communication Models: This class examines communication models from different historical periods with reference to the most important scientists, such as: (1) Early Approaches: Shannon/Weaver, Lasswell, Lazarsfeld; (2) Models which take into account the specifics of mass communication, e.g., Maletzke s model; (3) Recent Models: Luhmann, Habermas, symbolic interactionism, etc. Communication Psychology: This course raises students awareness of the diversity of languages and forms of non-verbal communication. It focuses on the psychology of communication and communication-related aspects of language, perception, memory, learning, action and developmental psychology. Other topics include the dynamics and social psychology of groups, communication disorders and emotional effects of media. Interdisciplinary Project Project work based on practice and theory 6

7 Modules in Term 2 Empirical Social Research Statistics & Media Research Executives in the media and communication industry are required to adopt a scientific approach to economic phenomena. This module equips students with the tools, techniques and methods of empirical social research and results-oriented market research. The aim is to enable students to work empirically and to manage and assess market research at the same time. Statistics: Participants will learn about basic as well as more complex multivariate statistical methods. Key elements of the course are case studies that illustrate the importance of statistics in a business environment and the proficient use of SPSS software. Media Research: The course gives an overview of developments in media research over the last 15 years. Students learn about quantitative and qualitative research methods, research design, triangulation, media impact research as well as applications and case studies. Operational Management Business Models & Controlling, Costs, Finances This module provides proficiency in the operational control of media companies. The basic theme concerns successful business models which are seen as the link between strategic and operational management. Students develop a deeper understanding of holistic management with particular focus on controlling, costs and financial management of a company. Business Models: Participants will analyse different business models from the areas of procurement, goods and services, production, competition, distribution, capital, financing and revenue. In addition, they will look at value structures, Internet business models and integrated media enterprises. Controlling, Costs, Finance: This element focuses on three areas that are highly relevant for operational management: Controlling, cost management and financial management. Marketing and Brands Marketing Concept & Brands and Brand Management UNIT DETAILS SEMESTER 2 This module elaborates on strategic management and the operational activities of marketing. It aims to give students an overview of aspects such as brand perception, brand strategies, brand management, brand controlling as well as marketing concepts. From product development to sales and on to marketing communication, operational tools are developed and illustrated by case studies. Marketing Concept: This unit focuses on the key elements of the marketing concept as illustrated by a value driver tree. The individual conceptual steps are developed with the help of an identity-oriented brand management model. Topics include the basic principles and perspectives of conceptual marketing and the various marketing-related levels of conceptualisation: marketing objectives, marketing strategies and marketing mix. Brands and Brand Management: Students learn about the key factors of brand perception and the formation of brand preferences. Brand loyalty is the basis for successful brand strategies and brand management over the course of a brand s and product s life cycle. Mono, family and umbrella brand strategies are discussed, as are the differences between ingredient and composite branding. Other aspects of the course include brand expansion to capitalise on brand potential and product and packaging design. The course also covers quantitative and qualitative methods to test the impact of brand measures. MEDIA AND COMMUNICATION MANAGEMENT Mass Communication Media Studies, Public Opinion & PR and Market Communication Media Studies, Public Opinion: Lessons raise students awareness of the dynamics of public opinion and various forms of (partially) public spheres. Topics include theories relating to the public and public opinion, psychology of mass communication, structural changes in publicity, the Arena/Gallery Model, discourse and publicity, system theories and action theories, the theory of structuration and Cultural Studies. Special attention is paid to communication on the Internet. PR and Market Communication: The course applies the theory of publicity and Public Relations directly to the practical environment of companies, political parties, citizens movements and NGOs. Forms of communication on the Internet such as interactive websites, user generated content and social media play an important part in this course. Other topics include opinion leadership, networks and social relations, which determine successful campaign management. Focus Project 7

8 Modules in Term 3 Human Resource Management Human Resource Management, Leadership & Self-Management This module focuses on Human Resource Management. Students learn how to manage personnel and how to develop leadership skills. Human Resource Management, Leadership: This course introduces the theoretical foundations of Human Resource Management and covers current leadership theories such as trait theories, behavioural theories, attribution theories, interaction theories and situation theories. Practical concepts of Human Resource Management and leadership are also explored. Students learn to recognise the suitability of different approaches. Special emphasis is placed on leadership as a personal management skill. Self-Management: This class addresses management skills in relation to oneself. Students learn to assess their strengths and development needs with the help of case studies, video-assisted training and role-play, all on the basis of theory. Internationalisation International Media Markets & Intercultural Communication Competence This module examines the trend towards increased internationalisation of (the media) markets. Participants are provided with the in-depth knowledge they need to operate on the global stage. International Media Markets: Lessons equip students with the relevant skills to meet challenges in the strategic and operational management of companies in an international context. Cultural distinctions are identified through comparative analysis which incorporates a thorough examination of different media systems. Topics include aspects of globalisation and their relevance for media and communication companies, international strategies, internationalisation and diversification, organisation and management of international companies, the management of international media projects, international brand management and global marketing. Intercultural Communication Competence: This class aims at developing personal skills in relation to intercultural differences. It enables future media managers to assert themselves in an international context and be confident amongst people from other cultures. Topics include theoretical foundations (including cultural-anthropological theories and models, theories of intercultural education and psychology), methodology of intercultural communication (methods of cultural anthropology, intercultural comparison, comparative cultural analysis, analysis of identity and image), intercultural behaviour and identity (multiple cultural identities, multinational exchanges, communication in institutions, organisational culture, operating and negotiating in other cultures) as well as regional and cultural studies and international relations (dealing with the basics of history and culture of major regions or cultural areas). Master s thesis Scientific paper UNIT DETAILS SEMESTER 3 MEDIA AND COMMUNICATION MANAGEMENT A Master s candidate must have the skills to scientifically explore a significant subject and to independently produce new results based on primary or secondary sources. This is regardless of whether the student is working towards a managerial position or a career in science. The Master s thesis is proof that the student is capable of tackling complex topics based on substantial research in a methodical and well-conceived way. The Master s thesis must be application-oriented and reference relevant theories and existing research in media and communication or related sciences. The student s ability to develop solutions in the context of interdisciplinarity is an important assessment criterion. The aim of the Master s thesis is to write a scientific paper on a relevant and preferably current topic. It is expected to present an original argument. In principle, it must meet the requirements for publication in short form in a suitable journal. Independent study time includes research, briefing and consultation with the supervisor, 500 hours of planning and realisation with the subsequent development of a rough draft which is then developed into the final paper. The oral defence provides proof that the student is capable of presenting the results of the paper in a knowledgeable and professional manner and of supporting them in discussion. Media Projects in Terms 1-3 Interdisciplinary and Focus Projects The main purposes of the Media Projects (Terms 1-3) are the application of course based expertise as well as personal development. The objective is to outline and complete an integrated conceptual project incorporating both theory and practice. Students should build up applicationoriented know-how drawing from their own experience in the context of teamwork. The aim is for students to gain a deeper understanding of the management of workflows in all relevant media sectors. These are the fields of print (newspaper, magazines, books), traditional electronic media (radio, music, television, film) and new electronic media (Internet, multimedia, games, etc.) Media Projects have the following characteristics: Consideration of psychological principles of design, artistic process development and analytical reflection. Coaching according to individual specialisation. Learning of personal development and qualification processes. Increase of application-oriented know-how. Gaining a deeper understanding of the management of workflows in all relevant media sectors. Project management skills and professionalism through independent, contextualised active learning. All projects have a firm connection to management. Project steps in detail: Definition of projects to be completed Project organisation (team, work processes, meetings, etc.) Preparation of concept and functional specification Realisation and project implementation Presentation of the project results Project documentation. 8

9 M.A. MEDIA AND DESIGN MEDIA AND DESIGN LOCATION Munich Berlin Milan START Summer DURATION 3 Semesters AREAS OF SPECIALISATION MEDIA AND DESIGN Design Management Media Design Service Design Strategic Design Creative Direction International Design Postproduction and Animation Students choosing the Media Design stream can specialise in the following areas: Design Management Media Design Service Design Strategic Design Creative Direction International Design Postproduction and Animation Design thinking is at the core of this programme. It is practised in interdisciplinary teams and applied to real time projects with the industry where design and management merge into innovation. Creating Innovation: In creative professions, the demand for management knowledge and qualifications has risen sharply in recent years. The Master s course in Media and Design is aimed primarily at designers who wish to apply a comprehensive understanding of design to real tasks and processes. Ideal professionals distinguish themselves through broad expertise and in-depth knowledge. Therefore, applicants from a completely different background are welcome, be they engineers, natural scientists or creative people. During their studies, the Master s degree students learn to adopt a management and design perspective, in short, they foster innovations through Design Thinking. Design Thinking describes a method to create innovative solutions and solve complex problems. Basically, it is all about creative but systematic processes. Key ingredients are optimism and empathy, experimentation and holistic thinking. Within the interdisciplinary team, Master s degree students develop solutions to problems in the area of design, be they in relation to strategy design, service design or human-centred design. 9

10 SEMESTER OVERVIEW M.A. MEDIA AND DESIGN MEDIA AND DESIGN Management Management Theory & Corporate Governance, Ethics, Responsibility Modules in Term 1 Economics and Law Communication Science Design 1 Media Economics & Media Law Theories of Communication & Communication Psychology Design Research Methods & Examples of Interdisciplinary Practice Interdisciplinary Project Empirical Social Research Statistics & Media Research Modules in Term 2 Project Management Design Practice 2 Design 2 Practical and Theoretical Fundamentals of Project Management & Project Controlling Design Methods, Design Models & Theory Design of Linear Models & Interactive Design Focus Project Human Resource Management Human Resource Management, Leadership & Self-Management Modules in Term 3 Design 3 Master s thesis User Experience Design & Design Systems Scientific paper 10

11 Modules in Term 1 Management Management Theory & Corporate Governance, Ethics, Responsibility This module gives students a grasp of all relevant management theories, principles and concepts as well as the associated history of ideas. Management Theory: Participants will learn about different management concepts such as the process-oriented approach, the quantitative/ behavioural approach, new institutional economics, the resource-based approach and environment-oriented management theories. Corporate Governance, Ethics and Responsibility: The class includes controlling concepts, stakeholder management, power, communication, corporate governance, codification, business ethics and corporate social responsibility. Economics and Law Media Economics & Media Law UNIT DETAILS SEMESTER 1 This module is designed to improve students knowledge of media economics and media law. It includes two compact courses, Fundamentals of Media Economics and Legal Basics for the Media and Communications Industry. Media Economics: The course establishes an understanding of economic principles and their role in the media industry. Students adopt a management-oriented perspective in relation to media. This includes learning about corporate objectives, business and value propositions, financial processes and corporate governance. Additionally, students study macroeconomic aspects in greater detail. Media Economics explores concepts such as allocation, distribution, stabilisation as well as theories of media markets, competition, market forms and pricing. Overall, students are enabled to handle management tasks in a larger economic context at a global level. Media Law: This course provides a fundamental understanding of legal issues that underpin traditional and new business models. It enables students to analyse specific legal aspects of corporate management such as company law, commercial law, contract law and labour law in relation to large media entities as well as smaller enterprises such as agencies and Internet start-ups. The course includes lessons on licensing and performing rights, domain law, legal issues in online marketing, e-contracting, privacy and liability, copyright and trademark law as well as specific legal issues in the area of patents and (registered) designs. MEDIA AND DESIGN Communication Science Theories of Communication & Communication Psychology This module gives students an overview of various theories and models of communication and enables them to understand human interaction from an historical and contextual perspective. The aim is to teach students theory based on social science, psychological approaches and other models. The two core areas are Theories of Communication and Communication Psychology. Theories of Communication: Social-scientific perspective: The course covers the following five areas: (1) Communicators: Theories about media players and their involvement in organisations with particular emphasis on theory formation in journalism and PR; (2) Media Content: Models and theories on content such as assessment of journalistic quality, media realities, presentation strategies, differentiation of genres, etc.; (3) Media Theory and Media Analysis regarding the medium itself; (4) Media Use: Theories and models concerning motives, extent and patterns of media use, the relevant socio-demographic and psychographic descriptions and the process of media socialisation; (5) Theories and models on the impact of media, especially mass media and new hybrid forms of online communication. Communication Models: This class examines communication models from different historical periods with reference to the most important scientists, such as: (1) Early Approaches: Shannon/Weaver, Lasswell, Lazarsfeld; (2) Models which take into account the specifics of mass communication, e.g., Maletzke s model; (3) Recent Models: Luhmann, Habermas, symbolic interactionism, etc. Communication Psychology: This course raises students awareness of the diversity of languages and forms of non-verbal communication. It focuses on the psychology of communication and communication-related aspects of language, perception, memory, learning, action and developmental psychology. Other topics include the dynamics and social psychology of groups, communication disorders and emotional effects of media. Design 1 Design Research Methods & Examples of Interdisciplinary Practice This module covers current methods of design research from diverse fields of design. Students look into the usability and value of research methods in order to acquire the skill to verify or develop these methods. The module enables students to realise design tasks and to use this research to develop comprehensive and future design solutions systematically and successfully. Design Research Methods: This unit covers design research and associated design discourse analysis and research concepts of the different process phases. Within the framework of ethnography, design research focuses on people, form and processes, using diverse research media such as videography. In addition, students learn quantitative methods, qualitative methods, speculative methods, briefing concepts, user-centred research and how to carry out market and consumer analysis. Examples of Interdisciplinary Practice: Examples of interdisciplinary practice are used to illustrate the research methods for designing effective experiences and supportive research methods in conceptual design. This includes the study and evaluation of design samples from architecture, from the world of products, from communication design, from the field of linear and interactive media, and from the services field. In addition, examples of the design of strategies and organisations, for concept design for the design of new business fields are examined. Interdisciplinary Project 11

12 Modules in Term 2 Empirical Social Research Statistics & Media Research Executives in the media and communication industry are required to adopt a scientific approach to economic phenomena. This module equips students with the tools, techniques and methods of empirical social research and results-oriented market research. The aim is to enable students to work empirically and to manage and assess market research at the same time. Statistics: Participants will learn about basic as well as more complex multivariate statistical methods. Key elements of the course are case studies that illustrate the importance of statistics in a business environment and the proficient use of SPSS software. Media Research: The course gives an overview of developments in media research over the last 15 years. Students learn about quantitativ and qualitative research methods, research design, triangulation, media impact research as well as applications and case studies. This module is designed to enable students to conceive, plan and realise projects. It teaches students how to employ promising methods and process models within the context of a particular project, ranging from simple concepts like the Waterfall Model to complex models like agile project management. Fundamentals of Projekt Management: This unit teaches students the fundamentals of the key concepts and processes of project management and gives them an appreciation of the importance of systematic project management to the success of media and design projects. It includes project typifications in the context of media and design, theoretical fundamentals of project management such as principal-agent theory or system theory, alternative controlling concepts of complex projects and concepts of change management. Project Controlling, Tools: This element focuses on the actual control of projects and the principal tools available. It encompasses phases of project development such as idea management and choice of project; phases of project definition such as problem analysis, project goals, evaluation of project ideas, profitability, cost-benefit analysis and outlay estimation; phases of project start-up with organisational measures, effective information and communication management and optimised teamwork; phases of project planning including product planning, specification, planning of project implementation, cost planning and budget, technical specifications; phases of project realisation comprising management and controlling; the phases of project conclusion. UNIT DETAILS SEMESTER 2 Project Management Practical and Theoretical Fundamentals of Project Management & Project Controlling MEDIA AND DESIGN Design Practice 2 Design Methods, Design Models & Theory This module introduces advanced and specialised methods of design and offers insight into various design-relevant fields of science. It aims to provide students with the correct instruments and methods for design tasks with an interdisciplinary approach to facilitate their purposeful use. Meta-theories, design models and design theories are used and their usability and applicability is examined and expanded upon, if possible. All lectures are fully supported by case studies from media and design. Design Methods: This element explores traditional methods of design as evolved from drawing and visualisation, combined with newer methods like brainstorming and wicked problem solving. In addition, it deals with the history of ideas within the design process, epistemological methods of design, semiotics and design, phenomenology and design, hermeneutics in design, experimental and innovative methods as well as design methods in action. Other points of focus include models, methods and tools like phase models, divergent methods, brainstorming, synectics, morphological charts, transformation methods, assessment methods and problem-oriented design. Design Models and Design Theories: Meta-theories and design models and theories, such as positive design, design and globalisation, are used and their usability and applicability is examined and expanded upon, if possible. Students gain a deeper insight into design and semiotics, semantics and product semantics, design and language,design and innovation as well as design and aesthetics. Design 2 Design of Linear Models & Interactive Design This module focuses on personal development and qualification processes. It aims to develop integrated theoretical, aesthetic, technical and cultural skills. Digital linear visual media like video or animation as tools of visual production are critically examined. Further concepts and methods of the general psychology of communication are also touched on, in particular, the aspects of Human-Computer Interaction (HCI) as part of interaction design/interface design. Design of Linear Media: This class gives an insight into the theory of linear media and discusses aspects such as film language and translation, the basics of lighting, the importance of sound for a film and rules and techniques of sound recording. Other topics include editing/ montage including historical forms, fundamentals and techniques of editing, rhythm and counterpoint in the use of music, music selection and interaction. Still others include concept and post-production including story development and calculation, development of ideas and shooting concepts, cost and target-group-oriented strategies for media productions, pitching techniques as well as personnel and group-related aspects of project management. Finally, it looks at project processes, business process optimisation as part of a design-based corporate culture, project-oriented links between cultural institutions and businesses as well as aspects of human resource and information management. Interactive Design: This unit deals with theoretical models and considerations, supporting sciences and aspects such as interaction realm, interactive operations, technologies, games and interaction, services and Internet. Case studies facilitate the practical application of knowledge. Focus Project 12

13 Modules in Term 3 Human Resource Management Human Resource Management, Leadership & Self-Management This module focuses on Human Resource Management. Students learn how to manage personnel and how to develop leadership skills. Human Resource Management, Leadership: This course introduces the theoretical foundations of Human Resource Management and covers current leadership theories such as trait theories, behavioural theories, attribution theories, interaction theories and situation theories. Practical concepts of Human Resource Management and leadership are also explored. Students learn to recognise the suitability of different approaches. Special emphasis is placed on leadership as a personal management skill. Self-Management: This class addresses management skills in relation to oneself. Students learn to assess their strengths and development needs with the help of case studies, video-assisted training and role-play, all on the basis of theory. Design 3 User Experience Design & Design Systems UNIT DETAILS SEMESTER 3 This module is centred on complex interactive systems such as products, services, applications, events and games in terms of content and method. It is researched and developed in relation to user experiences. Students learn to understand design in more complex contexts and to develop the necessary thought processes in order to design systems. Another aspect of this module is the philosophical foundations and comprehensive and independent design capability in the context of the user experience. All contents are illustrated by case studies from the field of media. User Experience Design: This course provides the basic principles and definition of user experience design, practical examples, information design and interaction design, concepts such as problem space, design space and interaction. The aim is to encourage an understanding of users along with cognitive concepts. It also deals with interface design and related needs and requirements and also design, prototypes and production as well as information design and interaction. Design Systems: This class introduces students to the philosophical foundations, systems thinking, constructivism and the basics of system design. The focus is on system boundaries, purpose, elements, rules and tolerance in systems. Other aspects are model levels, cognitive and design systems, information design, service interaction, game design and wearable computing. MEDIA AND DESIGN Master s thesis Scientific paper A Master s candidate must have the skills to scientifically explore a significant subject and to independently produce new results based on primary or secondary sources. This is regardless of whether the student is working towards a managerial position or a career in science. The Master s thesis is proof that the student is capable of tackling complex topics based on substantial research in a methodical and well-conceived way. The Master s thesis must be application-oriented and reference relevant theories and existing research in media and communication or related sciences. The student s ability to develop solutions in the context of interdisciplinarity is an important assessment criterion. The aim of the Master s thesis is to write a scientific paper on a relevant and preferably current topic. It is expected to present an original argument. In principle, it must meet the requirements for publication in short form in a suitable journal. Independent study time includes research, briefing and consultation with the supervisor, 500 hours of planning and realisation with the subsequent development of a rough draft which is then developed into the final paper. The oral defence provides proof that the student is capable of presenting the results of the paper in a knowledgeable and professional manner and of supporting them in discussion. Media Projects in Terms 1-3 Interdisciplinary and Focus Projects The main purposes of the Media Projects (Terms 1-3) are the application of course based expertise as well as personal development. The objective is to outline and complete an integrated conceptual project incorporating both theory and practice. Students should build up applicationoriented know-how drawing from their own experience in the context of teamwork. The aim is for students to gain a deeper understanding of the management of workflows in all relevant media sectors. These are the fields of print (newspaper, magazines, books), traditional electronic media (radio, music, television, film) and new electronic media (Internet, multimedia, games, etc.) Media Projects have the following characteristics: Consideration of psychological principles of design, artistic process development and analytical reflection. Coaching according to individual specialisation. Learning of personal development and qualification processes. Increase of application-oriented know-how. Gaining a deeper understanding of the management of workflows in all relevant media sectors. Project management skills and professionalism through independent, contextualised active learning. All projects have a firm connection to management. Project steps in detail: Definition of projects to be completed Project organisation (team, work processes, meetings, etc.) Preparation of concept and functional specification Realisation and project implementation Presentation of the project results Project documentation. 13

14 M.A. JOURNALISM JOURNALISM LOCATION Berlin START Summer DURATION 3 Semesters JOURNALISM International Journalism Interactive Journalism Investigative Journalism Innovation and Entrepreneurship Students choosing the Journalism stream can specialise in the following areas: International Journalism Interactive Journalism Investigative Journalism Innovation and Entrepreneurship Whether as an Editor-in-Chief or a freelance journalist: in the Digital Age, the ability to conduct thorough research and good writing skills are no longer enough to succeed. In the Master programme in Journalism, you will not only be trained in the traditional tools of the trade. You will also be enabled to develop manage ment and leadership skills such as understanding media economics, building and analysing business models and developing entre preneurial expertise. Theory-based courses go hand in hand with practice-oriented modules. You will learn about the role of journalism in society. You will study different types of journalistic formats and explore how to produce them with maximum impact on a variety of platforms such as print, radio, television, online or mobile. You will also learn how to apply your knowledge and expertise in different departments of a journalistic organisation. At Germany s largest private media university, you will be part of an institution that focuses on an interdisciplinary teaching concept. Journalists, media managers and designers study together with the goal to benefit from each other. 14

15 SEMESTER OVERVIEW M.A. JOURNALISM JOURNALISM Management Management Theory & Corporate Governance, Ethics, Responsibility Modules in Term 1 Economics and Law Communication Science Principles of Journalism Media Economics & Media Law Theories of Communication & Communication Psychology The foundation of Journalistic work Interdisciplinarie Project Modules in Term 2 Empirical Social Research Journalism Skills Mass Communication History and Theory of Journalism Statistics & Media Research The broad range of skills required to work as a professional journalist Media Studies, Public Opinion & PR and Market Communication Historic view of journalism Focus Project Modules in Term 3 Human Resource Management Crossmedia publishing Master s thesis Human Resource Management, Leadership & Self-Management Practical digital and analogue publishing skills for online and offline platforms Scientific paper 15

16 Management Management Theory & Corporate Governance, Ethics, Responsibility UNIT DETAILS SEMESTER 1 JOURNALISM Modules in Term 1 This module gives students a grasp of all relevant management theories, principles and concepts as well as the associated history of ideas. Management Theory: Participants will learn about different management concepts such as the process-oriented approach, the quantitative/ behavioural approach, new institutional economics, the resource-based approach and environment-oriented management theories. Corporate Governance, Ethics and Responsibility: The class includes controlling concepts, stakeholder management, power, communication, corporate governance, codification, business ethics and corporate social responsibility. Economics and Law Media Economics & Media Law This module is designed to improve students knowledge of media economics and media law. It includes two compact courses, Fundamentals of Media Economics and Legal Basics for the Media and Communications Industry. Media Economics: The course establishes an understanding of economic principles and their role in the media industry. Students adopt a management-oriented perspective in relation to media. This includes learning about corporate objectives, business and value propositions, financial processes and corporate governance. Additionally, students study macroeconomic aspects in greater detail. Media Economics explores concepts such as allocation, distribution, stabilisation as well as theories of media markets, competition, market forms and pricing. Overall, students are enabled to handle management tasks in a larger economic context at a global level. Media Law: This course provides a fundamental understanding of legal issues that underpin traditional and new business models. It enables students to analyse specific legal aspects of corporate management such as company law, commercial law, contract law and labour law in relation to large media entities as well as smaller enterprises such as agencies and Internet start-ups. The course includes lessons on licensing and performing rights, domain law, legal issues in online marketing, e-contracting, privacy and liability, copyright and trademark law as well as specific legal issues in the area of patents and (registered) designs. Communication Science Theories of Communication & Communication Psychology This module gives students an overview of various theories and models of communication and enables them to understand human interaction from an historical and contextual perspective. The aim is to teach students theory based on social science, psychological approaches and other models. The two core areas are Theories of Communication and Communication Psychology. Theories of Communication: Social-scientific perspective: The course covers the following five areas: (1) Communicators: Theories about media players and their involvement in organisations with particular emphasis on theory formation in journalism and PR; (2) Media Content: Models and theories on content such as assessment of journalistic quality, media realities, presentation strategies, differentiation of genres, etc.; (3) Media Theory and Media Analysis regarding the medium itself; (4) Media Use: Theories and models concerning motives, extent and patterns of media use, the relevant socio-demographic and psychographic descriptions and the process of media socialisation; (5) Theories and models on the impact of media, especially mass media and new hybrid forms of online communication. Communication Models: This class examines communication models from different historical periods with reference to the most important scientists, such as: (1) Early Approaches: Shannon/Weaver, Lasswell, Lazarsfeld; (2) Models which take into account the specifics of mass communication, e.g., Maletzke s model; (3) Recent Models: Luhmann, Habermas, symbolic interactionism, etc. Communication Psychology: This course raises students awareness of the diversity of languages and forms of non-verbal communication. It focuses on the psychology of communication and communication-related aspects of language, perception, memory, learning, action and developmental psychology. Other topics include the dynamics and social psychology of groups, communication disorders and emotional effects of media. Principles of Journalism Foundation of journalistic work This module provides participants with insight into political, legal and ethical aspects that are relevant for journalists working in Germany, other member states of the European Union or outside Europe. This will enable them to adopt a responsible role as representatives of what is known as The Fourth Estate. Politics and Legal Aspects: The course provides an overview of basic political areas of responsibility, explains fundamental rights and offers a comprehensive overview of the foundations of parliamentary democracies such as the separation of powers. In addition, lessons will explore aspects of constitutional law, civil law and public law. Ethics: The class deals with theoretical and practical dimensions of media ethics in a national and international context. It focuses on key ethical concepts and applies them to specific cases. A major part of this module is the question of regulation and self-regulation of the media. Interdisciplinary Project 16