Digital Marketing FT
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Elective I

level of course unit

second cycle, Master

Learning outcomes of course unit

Students learn to work with classic and new media: They are aware of the basic features of modern media theories and can
describe the fragmentation of the public and associated phenomena of
Daily Me (Negroponte), know the various typifications of media, can explain media and its characteristics, production techniques and production conditions and are able to actively use media themselves.

prerequisites and co-requisites

not applicable

course contents

Within the context of electives, students at FH Kufstein Tirol have the opportunity to gain interdisciplinary knowledge: Each master degree program at FH Kufstein Tirol offers courses with a scope of 3 ECTS in the third and fourth semester, which are open to all master students at FH Kufstein Tirol. Participating in electives of one's own degree program is possible but not mandatory.

“Media Skills” is one option:

Content of the theoretical part of the course:
- Introduction to media theory at the master level
- Various classifications of media
- Characteristics of various media (emphasis: print, AV, Internet)
- Public communications in times of sociological fragmentation
- Individual media usage behavior in the total social context
- Media effect
- Mass media in Austria

In the practical part of the course, students experience how to deal with media following an introduction that conveys subject-specific knowledge:
- Internet & social networks
- Interview training
- Rhetorical training
- Discussion training
- Camera training

recommended or required reading

• Liessmann, K. (2011): Theorie der Unbildung. Piper
• Luhmann, N. (2017): Die Realität der Massenmedien. 5. Auflage, VS
• Meyer, T. (2001): Mediokratie. VS
• Münch, R. (1992): Dialektik der Kommunikationsgesellschaft. Suhrkamp

assessment methods and criteria

Course with immanent examination character

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

2. year of studies

recommended optional program components

not applicable

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable