M.A. MEDIA AND COMMUNICATION MANAGMENT

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1 LOCATION Munich Berlin Milan START Winterterm DURATION 3 Semester M.A. MEDIA AND COMMUNICATION MANAGMENT AREAS OF SPECIALISATION Brand Management Corporate Communication Culture and Creative Industries Corporate Publishing Digital Entrepreneurship Students chosing the Media and Communication Management stream can further specialize in the following areas: Brand Management Corporate Communication Culture and Creative Industries Corporate Publishing Digital Entrepreneurship In the media sector there is a great demand for managers with strategic skills. This is because the successful management of a media business and the development of media products takes an extremely broad knowledge of social trends and developments combined with business management expertise. Decision-makers with sound judgement are in demand. 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 and young professionals from agencies, communications departments, marketing and media companies, who wish to hold strategical and management positions. The course, which takes a firm cross-media approach, develops entrepreneurial thinking and working. All facets of strategic and operational management are combined with a deeper knowledge of business administration, comprehensive project know-how and practical application to case studies. Students are enabled to see media development in the overall context of social change. Graduates are able not only to understand the media but to shape and direct it. 4

2 SEMESTER OVERVIEW Modules in Term 1 Management Economics and Law Strategic Management Communication Science Interdisciplinaryie Project M.A. MEDIA AND COMMUNICATION MANAGMENT Management Theory & Corporate Governance, Ethics, Responsability Media Economics & Media Law Strategic Models, Competition & Strategic Processes in Practice Theories of Communication & Communication Psychology 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

3 Modules in Term 1 Management Management Theory & Corporate Governance, Ethics, Responsibility This module gives students a grasp of all the relevant management principles, theories and concepts as well as the associated history of ideas. Management Theory: This deals with different management theories and approaches such as the processoriented 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 all students knowledge of the fundamentals of media economics and media law terms and to bring them into line. To that end, Media Economics and Media Law include two compact courses Fundamentals of Media Economics and Legal Basics for the Media and Communications Industry. Media Economics: This element gives students the knowledge of business administration and economics required to deal with issues, especially in relation to the management of media companies. The business administration side is informed by a management-oriented perspective in relation to media. This includes corporate objectives, business and value processes, fi nancial processes, accounting, management and corporate governance. Additionally, students learn macroeconomic aspects in greater detail. Media Economics includes concepts such as allocation, distribution, stabilisation as well as theories of media markets, competition, market forms and pricing. Overall, students are enabled to fi t management tasks into larger economic contexts, against the backdrop of the international aspect of management. Media Law: This element provides a fundamental understanding of legal issues that are central to the definition and implementation of (new) business models. It enables students to classify specifi c legal issues regarding general legal aspects of corporate management taking into account legal forms, company law, commercial law, contract law and labour law. General media law covers aspects of business foundation, especially smaller enterprises like agencies and Internet start-ups, licensing and performing rights societies, as well as looking at the Internet as an area of legal interest. Media law includes such special areas as international aspects, legal problems associated with the purchase of domains, legal issues in online marketing, e-contracting, privacy and liability of online services, including the special issues in the Social Web, copyright and trademark law as well as specific legal issues in the area of design, patents and registered designs. Strategic Management Strategic Models, Competition & Strategic Processes in Practice UNIT DETAILS SEMESTER 1 This module provides all the tools and success factors that are geared towards the long-term survival of media companies. It deals with strategy models of international renown such as the Harvard Model or the St. Gallen Management Model. Strategy Models, Competition: This element deals with the role of strategic management, business strategies, business field and competitive strategies, as well as functional area strategies. Further topics are corporate foundations such as vision and mission statements, corporate governance and communication as well as strategy concepts like diversifi cation strategies and portfolio management and planning. Strategy Processes in Practice: This element introduces strategic planning processes such as strategic goals and focuses on business analysis and strategic options as well as implementation, execution and monitoring success. It centres on portfolio management tools and their practical application, e.g., through environment analysis (including foresighted methodologies such as scenario writing, Delphi, road-mapping) and through deriving functional area strategies in the form of marketing, fi nancial and human resource development strategies. Models of performance measurement such as the balanced scorecard (BSC) are also taught. Finally, game theory models are applied in workshops, amongst other things. Communication Science Theories of Communication & Communication Psychology This module gives students an overview of various theories and models of communication and enables them to see facts in an historical and contextual perspective. The aim is to teach students theory informed by social science as well as psychological approaches to communication and related models. The two core areas are theories of communication and communication psychology. Theories of Communication: Social-scientifi c perspective: The element covers the following five areas: (1) Communicators: Theories about media players and their involvement in organisations with particular emphasis ontheory 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 covers communication models with different historical backgrounds with reference to the most important scientists, such as: (1) Early Approaches: Shannon/Weaver, Lasswell, Lazarsfeld, (2) Late Models, which take into account the specifi cs of mass communication, e.g., Maletzke s model, (3) Recent Models: Luhmann, Habermas, symbolic interactionism, etc. Communication Psychology: This element raises students awareness of the diversity of languages and forms of non-verbal communication. The aspect of general communication psychology focuses on the psychology of communication and communication-related foundations of language, perception, memory, learning, action and developmental psychology. Other topics include dynamics and social psychology of groups, communication disorders and emotional effects of media. Interdisciplinarie Project 6

4 Modules in Term 2 Empirical Social Research Statistics & Media Research This module gives students the tools, techniques and methods of empirical social research and results-oriented market research which enable them to take a scientifi c approach to economic issues and are essential for executives in the media and communications industry. The aim is to enable students to work empirically and to manage and assess market research in companies at the same time. Statistics: Besides descriptive statistics, the Statistics unit teaches basic methods and more complex multivariate methods. Analytical and descriptive statistics is applied using the computer program SPSS. This element includes the compact course Fundamentals of Statistics, descriptive and analytical statistics, multivariate methods as well as applications and case studies. Media Research: The field of media research is flourishing inordinately. This module gives an overview of progress in findings over the last 15 years in the specialised sections of media research according to the Lasswell formula. The identification of specific method designs for different problems is also dealt with. Students learn about quantitative and qualitative approaches. This module includes the compact course Fundamentals of Media Research, method designs, triangulation, media impact research as well as applications and case studies. Operational Management Business Models & Controlling, Costs, Finances This module provides extensive know-how in the field of operational control of media companies. The basic theme concerns successful business models which are seen as the link between strategic and operational management and knowledge of which is deemed to be the key to effective, integrated operational control concepts. Students develop a deeper understanding of holistic management with particular focus on issues such as controlling, cost and financial management of the company and cross-references to other business issues. Business Models: This element includes definitions, principles, theories and product architectures. It discusses different models such as procurement models, goods and services models, production models and market and competition models, as well as distribution models, capital models, financing and revenue models. In addition, it looks at special Internet business models, value structures, integrated media enterprises and Internet group companies. 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 enlarges upon strategic management and the operational activities of marketing. It aims to give students an overview of all marketingrelated aspects such as brand perception, brand strategies, brand management, brand controlling as well as marketing concept. 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 can be developed along a value driver tree. The individual conceptual steps are worked up based on a model of identity-oriented brand management. Topics include the basic orientations and perspectives of conceptual marketing and the various marketing-related levels of conception: marketing objectives, marketing strategies and marketing mix. Brands and Brand Management: This element gives students a knowledge of the determinants of brand perception and the building of brand preferences. Issues of memory structures for brands and brand loyalty are the basis for brand strategies and brand management over the course of a brand s and product s life cycle. Brand strategies such as mono, family and umbrella brand strategies are discussed, as are ingredient and composite branding. Other focuses include brand expansion to capitalise on brand potential and branding as well as product and packaging design. Finally, quantitative and qualitative methods of brand controlling to test the accurate impact of brand measures are dealt with. Mass Communication Media Studies, Public Opinion & PR and Market Communication The module Mass Communication is the fi rst in a series of three modules which explain communication in the context of various areas of communication and sets it in relation to specifi c issues of media and communication management. The modules Mass Communication and, in terms 3 and 4, Group Communication and Individual Communication provide students with the necessary tools, techniques and methods for the next generation of executives, with which they are able to master the economic issues of media and communication management in different areas of communication. Media Studies, Public Opinion: This element raises students awareness of the dynamics of public opinion, such as manipulative or psychological factors and various forms of (partially) public spheres. Special attention is paid to the online mass communication channel. Other topics include theories relating to the public and public opinion, psychology of mass communication, structural change in publicity, demands and limitations of the arena model, discourse and publicity, system theories and action theories, the theory of structuration and cultural studies. PR and Market Communication: This element applies the accumulated understanding of publicity directly to companies, political parties, citizens movements and NGOs as communicators. Again, new aspects of the online channel are discussed; aspects resulting from the large number of interactive websites or websites where users make content available to other users, Web 2.0 and the social web. Other subjects include the psychological and social aspects such as opinion leadership, networks and social relations, which determine successful campaign management. Still others include the psychology of market communication, dissemination of information, innovations and market communication, theoretical foundation of PR, and also PR and new forms of publicity. Focus Project 7

5 Modules in Term 3 Human Resource Management Human Resource Management, Leadership & Self-Management This module aids the development of skills in Human Resource Management. Students learn how to manage personnel and develop leadership skills in relation to employees and oneself. Human Resource Management, Leadership: This element introduces the theoretical foundations of Human Resource Management and goes into current leadership theories such as trait theories, behavioural theories, attribu-tion theories, interaction theories and situation theories. The theoretical foundation is augmented by practical concepts of human resource management and leadership. Students learn to recognise the contexts in which particular approaches are promising. Special emphasis is placed on leadership as a personal management skill. Self-Management: This element focuses on management skills in relation to oneself. Students learn their strengths using examples of usage, case studies, video-assisted training and role-play, all on the basis of theory. Internationalisation International Media Markets & Intercultural Communication Competence This module relates to the trend towards increased internationalisation of the (media) markets, which is central to Media Management. Future executives are provided with the in-depth know-how they need to operate on the international stage. International Media Markets: This element gives students the relevant skills to meet challenges in the strategic and operational management of companies in an international context. Through comparative analysis, differences in the international context are identified. Topics include internationalism and media industry (international brands, products, companies) strategy, diversification and internationalisation, aspects of globalisation and their relevance for media companies, the management of international media projects, organisation and management of international companies, international brand management and marketing, analysis of media systems and an international comparison of media systems and finally media systems as a framework for media management. Intercultural Communication Competence: The aim of this element is to develop personal skills in relation to intercultural differences. It enables future international media managers to assert themselves in an international context and be confident amongst people from other cultures. The element focuses on topics such as the 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 basics of history and culture of major regions or cultural areas using examples). Master s thesis Scientific paper UNIT DETAILS SEMESTER 3 A master s graduate must possess the skills to scientifi cally explore a signifi cant subject and to independently come up with new results and fi ndings, regardless of whether the student is working towards a managerial position and a career in business or in science. The Master s thesis is proof that the student is capable of tackling complex subject matter based on scientific findings in a methodical and well-conceived way. The Master s thesis must be application-oriented, taking the background research into account. What is required is independent, adequate problemsolving using scientific methods and referencing relevant theories and fi ndings of media and communication science and related science disciplines. Insofar, the student s ability to develop solutions in the context of interdisciplinarity and cross-references is an assessment criterion. The aim of the Master s thesis is to write a scientific paper on a relevant and preferably current theme. It is expected to contain new results or findings. In principle, it must meet the requirements for publication in short form in a suitable journal. Independent study time includes information 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 defense provides proof that the student possesses a well-founded knowledge and is capable of presenting the results of the paper in a professional manner and of supporting them in discussion. Media Projects in Terms 1-3 Interdisciplinary and Focus Projects The main purpose of the Media Projects modules (Terms 1-3) is personal development and qualification and the objective is to develop and complete an integrated conceptual project incorporating both practice and theory. Students should build up application-oriented 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 workfl ows in all relevant sectors of the media. 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 refl ection. Coaching according to individual specialisation. Learning of personal development and qualifi cation processes. Accumulation of application-oriented know-how. Gaining a deeper understanding of the management of workflows in all relevant sectors of the media. Project management skills and professionalism through independent, contextualised active learning and study. All projects completed have a firm connection to management. Project Project steps in detail: Definition of projects to be completed Creation of the project organisation (team, work processes, meetings, etc.) Preparation of concept and functional specification Realisation and project implementation Presentation of the project results Preparation of project documentation and project work. 8

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