Profile

This field is concerned with management issues related to media and media companies. The focus is on organisation and leadership of projects, companies and network organisations. In addition, there is close examination of corporate competition strategies, business partnerships, mergers and the management of innovations. But with these issues, the transfer of known management concepts to the field of media and the media industry is not all that is important. Rather, a critical reflection on management methods and practices in light of media-cultural and historical perspectives is central. Management is thus perceived as an economic and cultural practice that uses different cultural techniques and thus also different media to coordinate activities in projects, companies and networks.

The field of »Marketing and Media« deals with marketing management of mass media, new media, and especially marketing through social media. The primary focus is on exploring the mutual connections between marketing and media and building upon that to develop concepts for marketing management.

The relationship between marketing and media is evident, especially since many media operate on a dual product market and thus appeal to both the recipient market and the advertising market. However, the connection between marketing and media goes beyond these relationships to dual product markets. New media, in particular, which are not only in the context of mass media content distribution, but rather are used in different communication processes, create a new set of conditions and produce a new field of influence for marketing.

In terms of methodology, this core field is characterised by a strong empirical orientation and the use of quantitative multi-variable methods. The methodological orientation is reflected in the course work in the form of regular market research projects in which students collaborate with partners in the industry to examine a range of different issues with empirical methods.

Current media-economic developments and issues are considered from an economic perspective in the professorship for »Media Economics«. This initially involves the development and analysis of characteristics and peculiarities of national and international media, telecommunications and entertainment markets and industries in which media-economic expertise is required. Building on this, assessments are conducted, particularly relating to competition and regulatory-economic issues. The term »industry« is here broadly defined and includes both private companies and associations, as well as public companies and non-profit organisations. The substantive debate is not just about creating an understanding of industries, but also about questioning current competitive developments, institutional contexts and regulatory requirements from an economic perspective.

The junior professorship deals with theories and concepts of organisation and management of international media companies. Based on these theories, the processes of organisational and social change, the fundamental importance of the media and the increasing digitisation are explained in an interdisciplinary fashion and analysed. Research focuses on the areas of organisational theory, media management, and strategy-as-practice.

In coursework, students acquire the skills to direct and understand social and organisational activities in a targeted manner through communication. They learn to apply theories and methods in a sensible way and to reflect on them independently. This creates the basis for a strategic, conscientious, scientifically sound, as well as a successful and relevant practical approach.

The professorship also advocates for a stronger practical orientation and networking of various actors. Seminars and workshops are be offered with company representatives, and there is active support of internationalisation of coursework and research.