Marketing & Communication Management FT
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Media Competence

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Besides knowledge of the media landscapes of relevant markets, students will acquire an understanding of the logic inherent in the respective media, the production techniques and the tension-filled area between economic constraints and quality standards in which media operate. Theories and statistics about media use will increase students’ self-reflection as consumers/prosumers of media.

prerequisites and co-requisites

previous Communication courses

course contents

Using the latest scientific literature, students will acquire theoretical knowledge of media, their production processes, logic and implementation. They will also gain knowledge of the tension-filled area between economic constraints and quality standards in which media operate. In addition, students will be introduced to the media landscapes, in particular to those found in Austria, and their characteristic features. Diverse theoretical approaches to media use in addition to the latest figures on media use and recipient confidence in various media complement the course content. The practice unit will include discussions hosted by guest lecturers from the media sector exploring trends such as “citizen journalism” and scenarios for the future.

recommended or required reading

Hepp, A. (2008): Kultur - Medien – Macht. VS Verlag. Luca, R. (2007): Geschlechtersensible Medienkompetenzförderung. Vistas Meyen, M. (2004): Mediennutzung. Mediaforschung, Medienfunktionen, Nutzungsmuster. UTB Schnetter, J. / Wendt, G. (2010): Medienkompetenz: Kommunikationspolitik für Werbe- und Kommunikationsberufe. Cornelsen

assessment methods and criteria

written examination

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

lecture, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Peter Schneckenleitner

year of study

2.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (lecture)

mode of delivery

In-class course

work placement(s)

not applicable