m.a. media and communication the mhmk ......students use case studies, simulations and project work...

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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 integ-rative 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 FaustPresident of MHMK

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 prerequisi-tes 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 techni-cal and management positions worldwide.

The lectures are held in English and provide specialist knowledge and manage-ment 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.

M.A. MEDIA AND COMMUNICATION MANAGEMENT

M.A. MEDIA AND DESIGN

M.A. JOURNALISM

STARTWinterterm

DURATION3 Semesters for appli-cants with 210 ECTS

3 Semesters plus 1 Pre/Semester for appli-cants with 180 ECTS

University of Applied Sciences

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Eligibility

MEDIA AND COMMUNICATION MANAGEMENT

MEDIA AND DESIGN JOURNALISM

Brand ManagementCorporate CommunicationCulture and Creative IndustriesCorporate Publishing Digital Entrepreneurship

International JournalismInteractive JournalismInvestigative JournalismInnovation and Entrepreneurship

YOUR PATHWAY AND SPECIALISATION

THE CONCEPT OF YOURMASTER PROGRAM

The MHMK Graduate School offers a unique set of Master Degrees through its Open Media Programme. Stu-dents 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.

Design ManagementMedia DesignService DesignStrategic DesignCreative DirectionInternational DesignPostproduction andAnimation

180 ECTS

Applicant 1

Applicant 2

210 ECTS

30 ECTS

180 ECTS

30 ECTS

Pre - Masterscourse

(1 semester)

210 ECTS

MASTER DEGREE OPTIONS


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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

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.

This class provides the foundations for developing a business idea and creating a business plan. Students will learn to address key strategic, plan-ning 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.

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 manage-ment styles around the world.

This module applies theoretical knowledge to current issues in media and communication management through critical thinking and analysis. Sub-jects are chosen from a wide range of current “hot” topics such as Product Development, Marketing and Management in the Digital Society.

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Scientific Methods and Concepts

Current Issues in Media and Communication

Business Planning

Intercultural Communication

In this module, students put theory into practice through working on a media project.

Practical Orientation Project

LOCATIONMunich | Berlin | Milan |

STARTWinter Term

DURATION1 Semester

OPTIONAL PRE SEMESTER

COURSEUniversity of Applied Sciences

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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 manage-ment expertise.

Decision-makers with sound judgement are sought after. The Master‘s degree in Media and Communication Management is aimed at out-standing graduates from the fields of business administration, communication science or related areas as well as young professionals from agenci-es, 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 metho-dology. All facets of strategic and operational ma-nagement 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 de-velopment in the context of social change. Thus, graduates will not only understand media but be able to shape and direct it.

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

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AREAS OF SPECIALISATION MEDIA AND COMMUNICATION MANAGEMENT

Brand ManagementCorporate CommunicationCulture and Creative IndustriesCorporate Publishing Digital Entrepreneurship

LOCATIONMunich | Berlin | Milan

STARTSummer Term

DURATION3 Semesters


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Management Management Theory & Corporate Governance, Ethics, Responsibility

Media Economics & Media Law

Strategic Models, Competition & Strategic Processes in Practice

Economics and Law

Strategic Management

Communication Science

Interdisciplinary Project

Theories of Communication & Communication Psychology

Project work based on theory and practice

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Empirical Social Research Statistics & Media Research

Business Models & Controlling, Costs, FinancesOperational Management

Focus Project Project work based on theory and practice

Media Studies, Public Opinion & PR and Market Communication

Marketing Concept & Brands and Brand Management

Mass Communication

Marketing and Brands

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Human Resource Management Human Resource Management, Leadership & Self-Management

International Media Markets & Intercultural Communication CompetenceInternationalisation

Scientific paperMaster’s thesis

SEMESTER OVERVIEW

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This module gives students a grasp of all relevant management theories, principles and concepts as well as the associated history of ideas.

•ManagementTheory: 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.

•CorporateGovernance,EthicsandResponsibility: The contents include controlling concepts, stakeholder management, power, com-munication, corporate governance, codifi cation and also business ethics and corporate social responsibility.

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.

•StrategyModels,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 state-ments, corporate governance and key communication principles to strategic concepts such as diversification and portfolio management.

•StrategyProcessesinPractice: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 communi-cation 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.

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”.

•TheoriesofCommunication: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.

•CommunicationModels: 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 com-munication, e.g., Maletzke’s model; (3) Recent Models: Luhmann, Habermas, symbolic interactionism, etc.

•CommunicationPsychology:This course raises students’ awareness of the diversity of languages and forms of non-verbal communica-tion. 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.

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“.

•MediaEconomics: 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” explo-res 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.

•MediaLaw: 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 rela-tion 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.

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Economics and Law Media Economics & Media Law

Strategic ManagementStrategic Models, Competition & Strategic Processes in Practice

Interdisciplinary ProjectProject work based on practice and theory

Communication ScienceTheories of Communication & Communication Psychology

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UNIT DETAILS SEMESTER 1University of Applied Sciences

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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.

•MediaResearch: 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.

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.

•MarketingConcept: This unit focuses on the key elements of the marketing concept as illustrated by a value driver tree. The individual con-ceptual 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.

•BrandsandBrandManagement: 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.

•MediaStudies,PublicOpinion: 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.

•PRandMarketCommunication: The course applies the theory of publicity and Public Relations directly to the practical environment of com-panies, political parties, citizens’ movements and NGOs. Forms of communication on the Internet such as interactive websites, user generated con-tent and social media play an important part in this course. Other topics include opinion leadership, networks and social relations, which determine successful campaign management.

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.

•BusinessModels: Participants will analyse different business models from the areas of procurement, goods and services, production, com-petition, 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.

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Operational ManagementBusiness Models & Controlling, Costs, Finances

Marketing and BrandsMarketing Concept & Brands and Brand Management

Focus ProjectProject work based on theory and practice

Mass CommunicationMedia Studies, Public Opinion & PR and Market Communication


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This module focuses on Human Resource Management. Students learn how to manage personnel and how to develop leadership skills.

•HumanResourceManagement,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.

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 argu-ment. 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 subse-quent 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.

This module examines the trend towards increased internationalisation of (the media) markets. Participants are provided with the in-depth know-ledge they need to operate on the global stage.

•InternationalMediaMarkets: Lessons equip students with the relevant skills to meet challenges in the strategic and operational manage-ment 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.

•InterculturalCommunicationCompetence: 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).

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Human Resource ManagementHuman Resource Management, Leadership & Self-Management

InternationalisationInternational Media Markets & Intercultural Communication Competence

Master’s thesisScientific paper

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 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 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.)

MediaProjectshavethefollowingcharacteristics:

• 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 con-

cept and functional specification – Realisation and project implementation – Presentation of the project results – Project documentation.

Interdisciplinary and Focus ProjectsProject work based on theory and practice

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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 ap-plied 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 qualifi-cations has risen sharply in recent years. The Master’s course in Media and Design is aimed primarily at designers who wish to apply acomprehensive understanding of design to real tasks and processes.

Ideal professionals distinguish themselves through broad expertise and in-depth knowledge. Therefo-re, applicants from a completely different back-ground are welcome, be they engineers, natural

scientists or creative people. During their studies, the Master’s degree students learn to adopt a management anddesign perspective, in short, they foster innova-tions 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 andempathy, experimentation and holistic thinking. Within the interdisciplinary team, Master’s degreestudents develop solutions to problems in the area of design, be they in relation to strategy design, service design or human-centred design.

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M.A. MEDIA

AND DESIGN

LOCATIONMunich | Berlin | Milan

STARTSummer

DURATION3 Semesters

AREAS OF SPECIALISATION MEDIA AND DESIGN

Design ManagementMedia DesignService DesignStrategic Design

Creative DirectionInternational DesignPostproduction and Animation


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Media Economics & Media LawEconomics and Law


Design 1

Interdisciplinary Project


Design Research Methods & Examples of Interdisciplinary Practice


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Practical and Theoretical Fundamentals of Project Management &Project Controlling

Project Management


Design of Linear Models & Interactive Design

Design Methods, Design Models & Theory

Design 2

Design Practice 2

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User Experience Design & Design SystemsDesign 3


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SEMESTER OVERVIEW


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•CorporateGovernance,EthicsandResponsibility: The class includes controlling concepts, stakeholder management, power, com-

munication, corporate governance, codification, business ethics and corporate social responsibility.


•TheoriesofCommunication: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: Mo-dels 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.

•CommunicationModels: 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.



•MediaEconomics: 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.

•MediaLaw: 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.

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Interdisciplinary ProjectProject work based on theory and 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.

•DesignResearchMethods:This unit covers design research and associated design discourse analysis and research concepts of the dif-ferent 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.

•ExamplesofInterdisciplinaryPractice: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.

Design 1Design Research Methods & Examples of Interdisciplinary Practice


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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.

•MediaResearch: The course gives an overview of developments in media research over the last 15 years. Students learn about quantitativand qualitative research methods, research design, triangulation, media impact research as well as applications and case studies.

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.

•DesignMethods: 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.

•DesignModelsandDesignTheories:Meta-theories and design models and theories, such as positive design, design and globalisati-on, 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.

This module focuses on personal development and qualification processes. It aims to develop integrated theoretical, aesthetic, technical and cul-tural 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.

•DesignofLinearMedia: 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 as-pects 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.

•InteractiveDesign: 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.

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.

•FundamentalsofProjektManagement: This unit teaches students the fundamentals of the key concepts and processes of project ma-nagement 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-agenttheory or system theory, alternative controlling concepts of complex projects and concepts of change management.

•ProjectControlling,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.

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Project ManagementPractical and Theoretical Fundamentals of Project Management & Project Controlling

Design Practice 2Design Methods, Design Models & Theory

Focus ProjectProject work based on theory and practice

Design 2Design of Linear Models & Interactive Design


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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.



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.

•UserExperienceDesign: 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.

•DesignSystems: 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.

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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 exper-tise 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. Jour-nalists, media managers and designers study together with the goal to benefit from each other.

Students choosing the Journalism stream can specialise in the following areas:

• International Journalism• Interactive Journalism• Investigative Journalism• Innovation and Entrepreneurship

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JOURNALISM

LOCATIONBerlin

STARTSummer

DURATION3 Semesters

JOURNALISM

International JournalismInteractive JournalismInvestigative JournalismInnovation and Entrepreneurship


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Media Economics & Media LawEconomics and Law


Interdisciplinarie Project




The foundation of Journalistic work Principles of Journalism


Historic view of journalismHistory and Theory of Journalism


Practical digital and analogue publishing skills for online and offline platforms

Crossmedia publishing


Media Studies, Public Opinion & PR and Market CommunicationMass Communication

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M.A. JOURNALISM

SEMESTER OVERVIEW

Journalism Skills The broad range of skills required to work as a professional journalist

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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.

Principles of JournalismFoundation of journalistic work


UNIT DETAILS SEMESTER 1



•CorporateGovernance,EthicsandResponsibility: The class includes controlling concepts, stakeholder management, power, com-

munication, corporate governance, codification, business ethics and corporate social responsibility.


•TheoriesofCommunication: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: Mo-dels 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.

•CommunicationModels: 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.



•MediaEconomics: 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.

•MediaLaw: 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.

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Interdisciplinary ProjectProject work based on theory and practice


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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.

•MediaResearch: 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.

The objective of this module is an in-depth understanding of the history and key theories of journalism. How did journalism evolve through the ages and how did it develop into becoming - what is known as - “The Fourth Estate”? Does journalism still play a controlling role in society or has this concept been undermined by recent developments? Students of this course will explore these questions with the help of various historic and current case studies. This will enable them to evaluate the importance of journalism in modern societies.

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History and Theory of JournalismHistoric view of the evolvement of Journalism during the last centuries

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Focus ProjectProject work based on practice and theory

This module teaches students about various journalistic forms of expression: news flashes, full-length features, in-depth analysis, portrayals of persons and places, editorials and comments. It illustrates which contents and creative styles are most suitable for each form. Participants will be enabled to understand what types of journalistic products are needed to reach different stakeholders in a modern (digital) society.

• Research: The emphasis of this course is on the responsible and thorough gathering and evaluation of information from a theoretical and practi-cal point of view. Students learn about different research methods in a traditional and digital environment. Topics include research in a variety of data bases (archives, libraries, online), the sensitive handling of different sources such as official and unofficial contacts, interviewing techniques and the critical assessment of materials.

• Style: This class will focus on written and audio-visual forms of expression and explore what kind of style is suitable for different journalistic

genres and a variety of target groups. The emphasis is on both information and entertainment formats and their ability to foster interactive com-munication. Students will analyse key examples of journalistic work from different decades and practise their skills in creative exercises.

• Forms of interviews and full-length reports: Lessons explore the characteristics of different interviewing techniques and in-depth investigations. Students learn how handle sources, how to recognise and categorise important information, how to dig deeper and how to shape materials into a form that will be informative as well as appealing to different stakeholders. Ethical principles and legal issues that surround the journalism profession will also play a major role in this class. Students who have completed this module are qualified to handle journalistic commissions.

Journalism SkillsThe broad range of skills required to work as a professional Journalist


UNIT DETAILS SEMESTER 2

•MediaStudies,PublicOpinion: Lessons raise students’ awareness of the dynamics of public opinion and various forms of (partially) pub-

lic 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.

•PRandMarketCommunication: 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 ge-nerated 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.

Mass CommunicationMedia Studies, Public Opinion & PR and Market Communication

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“Cross-mediality” is a buzzword of today‘s journalism. This term refers to the capability evinced by journalists of delivering pieces according to the styles and needs of a variety of genres. This ability is based upon the discernment of commonalities and differences among the genres of print, radio, TV and online. Students use case studies to learn how to differentiate among forms of depiction. This enables them to subsequently to expe-ditiously adjust to the requirements imposed by the respective media. This, in turn, facilitates integrated, cross-medial approaches.

The thrust is to ensure that pieces are processed in a way permitting their cross-medial use, rather than a single genre one. Such pieces yield a range of medial products. This thrust takes into account the degrees of freedom respectively accorded by each genre to journalistic work, plus the reciprocal relationships existing among time, topicality and other parameters. The objective is the attainment of an efficacious and purposeful mastery of working processes specific to each medium.

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Crossmedia PublishingPractical digial and anologue publishing skills for online and offline

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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.

















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m.a. media and communication the mhmk ......students use case studies, simulations and project work...

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