Students acquire practical business administration know-how, specialising in the media industries with sector-specific modules. Particular attention is given to method skills. The foundations of business administration knowledge are laid in the first year, together with introductory modules on the media industries, method modules, languages and law. As the programme progresses, there is a continuous increase in the proportion of media specific modules. The third year offers options for specialisation.
This area teaches the fundamentals of business administration, with the addition of media-specific knowledge of operating and strategic management in media companies. Students also acquire in-depth method skills (mathematics, statistics, empirical research methods).
This section starts with an intr oduction to the technical fundamentals of the various media (print, sound, audiovisual). It then goes into greater detail on questions of media IT and online technologies. Media Management modules I and II cover the media-specific company and competition strategies in the individual sectors (TV, radio, newspaper, film, online). Media Planning & PR covers the necessary processes for targeted use of the media for advertising purposes and preparation of a supporting PR plan. The Media Markets module gives an overview of the individual sub-markets in the media landscape, and future convergence developments. Media Concept Design focuses on knowledge and tools for control of media production from order placement to final acceptance, including the successful concept design of linear media (e.g. film and book), non-linear media (e.g. newspapers and magazines), and hyper-linear media (e.g. online games). Media Law addresses general legal principles, with the addition of topical media-specific issues.
Specialisation provides in-depth, wider coverage of media-specific knowledge and methods. For example in online business models, business strategies in the age of the Internet, and social media. The study trip gives students a broader view of current developments in the media scene - at an international location (or optionally in Hamburg).
The general electives give students the opportunity to develop their individual knowledge and skills further. The offering ranges from social skills and IT seminars to studium generale events and smaller electives where students can tackle selected business administration content in a more in-depth manner. Foreign language courses are also on offer on an extracurricular basis