Students learn the theoretical foundations of media management and its most important concepts. They learn both about the key characteristics of both media products and media markets. They further get to know essential business models of media markets. Special emphasis will be given to understanding media consumers and the marketing mix of media products. A tutorial offers the opportunity to apply the key learnings of the lecture.   

The learning objectives are as follows:

• Getting to know the theoretical foundations of media management
• Evaluating strategies for media products and services as media-specific marketing mix instruments
• Fostering critical and analytical thinking skills and the application of knowledge to marketing problems
• Improvement of skills and competences in the area of project management within the framework of group work
• Improvement of foreign language skills (business English)

Total time required for 4.5 credit points: approx. 135 hours

Attendance time: 30 hours

Self-study: 105 hours

Appointments to be announced.