Marketing & Communication Management PT
Apply Icon

Media Relations

level of course unit


Learning outcomes of course unit

The students know the instruments of analog and digital media work and can apply them in a targeted and effective way. In addition, they know how to interpret media usage data and how to apply it to specific target groups. The students know the access to the watchmen and actors of the current communication channels.

prerequisites and co-requisites

Modul KMG

course contents

Classic media and press work have changed radically in recent years. In order to successfully cope with this change and to be able to actively shape it, students learn the skills and possibilities of successful media and press work. How do journalists work, what role do social media and influencers play, how do I reach my target groups with my messages and how do I get my content into the relevant media channels?
In addition, the media usage behavior of various stakeholder groups is analyzed and appropriate external and internal communication strategies are developed. Knowledge of suitable evaluation and monitoring tools for corporate communica-tions rounds off the course.

recommended or required reading

•Bernays, E. (2011). Propaganda. Die Kunst der Public Relations. Orange Press.
•Mast, C. (2016). Unternehmenskommunikation, Konstanz, München: UVK.

assessment methods and criteria


language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


name of lecturer(s)

English version will be available soon

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)