Marketing & Communication Management

In the introductory course in the field of media, the areas of history, development and mode of action are addressed above all, and, building on the standard works of media theory, both individual and mass media are dealt with. The topics are presented through central positions of relevant media theorists - this circumstance promotes the students’ independent academic approach with the aim of understanding various media theories, critically reflecting on media developments and being able to apply the results in practice in both corporate communication and marketing. The following categories are the main teaching contents: •Media history and definitions •Significance of technology-based media (new/digital media) •Media theories according to Marschall McLuhan, Lev Manovich, Niklas Luhmann

An important part of the course is the influence of the media on social and cultural self-understanding. The interplay of sensory perception and the formation of taste plays just as central a role as technical reproducibility and the concept of representation. The reciprocal relationship between technology and media is also reflected in the context of style and sensory perception. Specific topics such as the reciprocal influence of the esthetic, material and formal composition of media or both the design and effect of media artefacts are to be developed within the framework of the course through literature studies and practical exercises by the students.

The course Media Literacy is the basis for students to critically examine topics that play a role in current public discourse. The aim is to create a critical autonomy in the field of media use. The students deal both with the question of the orientation of correct action and with its analysis. The interdependencies between journalism, marketing, media and society are examined in detail.

Detailed knowledge of the national and international media landscape is essential for students of the Marketing & Communication Management course. From media economics, media society and media change to media policy - the course Media Landscape provides a detailed outline of the benefits, processes and structure of mass media.

In this course the students get an overview of the different disciplines of corporate communication. In particular the new challenges of traditional organizational structures through digital channels. Based on this, the students learn that consistent communication requires an integrated and harmonized approach in all areas of the company. The strategic conception of corporate communication processes becomes the focus of attention.

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.

This module focuses on selected disciplines of corporate communication. Thus, the areas of Issues Management, Political Communication or Communication Controlling are deepened and later find their way into a strategic communication concept.

During this course, current digital communication trends are presented and dis-cussed. Students gain insights into the effects and functionality of digital communi-cation channels. At the same time, the effects on social structures are also discussed, through - PR, - Public affairs, - Crisis communication and - Campaigning.

The Content Creation lecture takes up basic terms, theories and concepts of content creation and strategies, which are further explored in the exercise. Students learn the basic concepts of content marketing (e.g. graphic and visual design, photo, video) for relevant channels.

The course Strategic Marketing and Marketing Planning addresses basic concepts, theories and concepts in the eLearning modules, and these are further deepened in the classroom course. The students learn to understand the basic concepts of marketing such as needs, desires, demand, benefit promises and through the inclusion of the STM Models (Segmentation, Targeting & Positioning Model) the marketing management process becomes an understandable cycle. For an optimal basis, the marketing mix and the customer journey are also used as central instruments. Once the fundamentals have been worked out, the position of marketing in strategic planning is examined in more detail. Strategies for successful positioning, growth potential or implementation of market positioning, for example, are incorporated into the overall concept and the necessary tools such as SWOT analysis, portfolio or Ansoff matrix are used.

The course Advertising Psychology focuses on aspects of consumer psychology that form the basis for understanding consumer behavior. The focus here is on theories of consumer behavior that originate, for example, from the areas of activating processes (emotion, motivation, attitude), cognitive processes (reception, processing, and storage of information), or decision behavior as an interaction. During the course, methods for researching market experience and behavior are presented and a cornerstone is laid for understanding the effects of communication measures. Stu-dents are familiarized with important terms such as motivation, image, emotion, cognition or activation within the framework of this course and develop various theoretical approaches (e.g. perception, emotion, learning or attitude theory) on the basis of concrete tasks. This provides a basis for the analysis of the practical im-plementation (e.g. color and shape effect in print advertising). In this way, students are prepared to understand consumer behavior, to recognize connections between communication, marketing and consumer behavior, and to apply and implement these findings in practice.

This course addresses the challenges faced by companies in creating and providing high quality and highly charged services (medical, legal, educational), as their consumption is usually associated with certain risks. In order to create and offer customer-oriented and excellent services, students learn the practical handling of concepts and methods that are necessary for the development of marketing strategies. The potential for differentiation, standardization of services, improvement of quality and increase of productivity is shown.

The course Advertising and Media Planning as ILV deals in detail with the different "Above the line" and "Below the line" media and communication channels. Both classical media (e.g. print, TV, radio, out-of-home) and new media (e.g. Internet, social media) are processed on the basis of different points of view: (Origin) history, application area, advertising effect, usage criteria, media usage behavior, as well as advantages and disadvantages from different user perspectives. The competitive environment and costs are examined in detail so that the results can then be used efficiently and effectively in media planning. A thematic focus is the media of classical advertising. After the students have become familiar with the most important key figures of the media market (e.g. circulation, reach, average contacts (OTS), media weighting (GRP)), media planning is treated as a practical counterpart to theoretical preparation using appropriate examples.

In order to impart in-depth marketing knowledge, students are taught the principle of market-oriented business management. Marketing as a management task has to cover different areas - planning, controlling, monitoring and coordination define only some of the important aspects in the area of marketing management. Marketing controlling takes on the task of questioning the effectiveness and efficiency of this already mentioned market-oriented business management. The main issue here is whether the formulated goals will be achieved or whether the selected measures represent the optimal way of achieving them. In order to measure the achievement of objectives, students are given an overview of possible KPIs in various areas of the company and can apply situation-relevant KPIs. The students should be able to ask these questions, answer them and respond to the respective results. The product management system is also addressed as a snapshot and the associated company-internal processes are dealt with.

Based on the contents of the previous semesters, which dealt with both classical and new media and communication channels of internal and external corporate communication and the underlying marketing strategies, in this course the students learn the integrative combination of the different communication measures (thus also the interweaving of monological and dialogical) in theory and through case studies. Whereas the focus in the course Advertising and Media Planning was on classical media, the more complex dialogical media are in the foreground here.

Online marketing measures are presented. From search engine marketing and e-mail marketing to marketing on one’s own and other websites. Special features of these forms of marketing are addressed as well as target group approach, costs and impact measurement.

In this course, students become familiar with the principles and practices in product development, design, marketing and the introduction of new products and services. Students learn how to integrate (end) customers into this process, which concepts and tools can be used to support successful product development, which role the product life cycle plays and which marketing strategies can be applied in the individ-ual phases of the product life cycle.

he course in Market Research deals with the reappraisal of one’s own fundamental principles and approaches of a research process. In addition to the definition of market research, fundamental areas such as tasks, areas of application and significance are theoretically prepared. Subsequently, the comprehensive research process is treated in its individual aspects theoretically and on the basis of a project: Prob-lem definition, research design, planning and implementation (pilot studies, pre-tests, sampling, briefings), data collection; data entry and cleansing, evaluation; interpretation, final report.

Based on the fundamentals of strategic marketing planning, the students gain knowledge for the efficient and effective handling of marketing problems. This is done by selecting a course of various specializations and includes, among other things, the organization, implementation and reflection of academic and application-oriented, comprehensive tasks in the field of marketing.

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In the course in Marketing Competence, the knowledge acquired so far is expanded and consolidated by means of practical problems and the use of didactic methods.

• Supplementing the theoretical knowledge of the students with practical activities and questions of commercial law in practice. • At least 200 working hours at an external company with full employment. • The internship ensures that the students are able to find their way around when they start their professional life and gain confidence in the implementation of their acquired knowledge through the experience they have already gained. • Processes, workflows and situations in the professional environment should be learned and understood. • Support of the students during their internship: Reflection, discussion of problems and success stories.

After a short theoretical introduction, case studies and practical exercises are used to familiarize students with oral and media-supported communication. Particular attention is paid to content preparation (structure, thread, target group orientation, core message) and presentation to the audience (language, body language, creativity, targeted use of media).

Under the supervision of the lecturers, the students are to be integrated as a group into the new context of a university and the associated new environment in order to consolidate both their entry and their cooperation from the outset. Students thus acquire the ability to better understand interpersonal communication processes, to make expectations and conditions transparent and conscious in the new context, and to work more efficiently.

After the basic definition of the project management functions in the context of a marketing and communication project, the students are introduced to their practical use. In particular, the tasks of the project manager and the most important project management tools and methods are discussed. The course content includes the project concept and project types as well as performance planning, resource and cost planning, project organization, IT-supported project documentation and the concluding project manual.

AThe language module integrated into the degree program curriculum is designed according to the methodological principles of a communicative, action-oriented approach. The competence level of the module is based on the Common European Framework of Reference for Languages (CEFR), and a central objective is that students increase their communication skills by at least one level. In addition, there is a clear focus on acquiring academic and business-oriented skills in the target language. B2-C1+ Independent language use to expert, fluent communication skills

To prepare the students optimally for problems in working life, practical tasks are worked on in groups, or field experiences are obtained under the guidance of the course instructors. The students contribute their acquired knowledge and compare it with observations and experiences in the context of the integrative case studies. Based on a client briefing (by the course instructors or external partners such as associations and companies), the students work on the presented projects inde-pendently, only guided by the course instructors if necessary: Planning, coordina-tion, budgeting, control, evaluation and final reporting are in the hands of the stu-dents.

To prepare the students optimally for problems in working life, practical tasks are worked on in groups, or field experiences are obtained under the guidance of the course instructors. The students contribute their acquired knowledge and compare it with observations and experiences in the context of the integrative case studies. Based on a client briefing (by the course instructors or external partners such as associations and companies), the students work on the presented projects inde-pendently, only guided by the course instructors if necessary: Planning, coordina-tion, budgeting, control, evaluation and final reporting are in the hands of the stu-dents.

The students acquire a background knowledge for the assessment of social situa-tions, which should help them in their daily work to gain a greater communicative room for maneuver. The thematic framework includes: • Fundamentals of interpersonal communication • Special features of teamwork • Conflicts as social situations • Ability to deal with conflict • Employee leadership in conflicts

To prepare students for the professional challenges in interpersonal communication, the course Management Techniques provides the fundamentals of leadership and human resources management. Among other things, students acquire knowledge in the following subject areas: • Relationships and dependencies between strategic business management and strategic personnel management • Personnel planning, recruitment, development, release, controlling and assessment as well as the various problem areas of business management • Leadership understood as management and leadership • Selection of typical leadership tasks / requirements & challenges of leadership • Leadership communication, in particular communication Conflict situations

The introductory lecture from the legal field imparts knowledge of the Austrian legal system to the students. Basic knowledge that is relevant for business economists is taught in a way that is adapted to the course of study and implemented in a practical manner. Above all, sub-areas of private, corporate and company law are worked on. Constitution and principles, organs, functions, system of legal protection, liability provisions and contract law are only some of the terms defined, explained and discussed in the course. Students also gain an initial insight into the areas of commercial, corporate and competition law. The curriculum should also enable students to acquire knowledge about relevant areas of law for integrative case studies within the framework of this course - this includes individual areas from the areas of copyright and event law and selected areas of commercial and corporate law. In order to provide students with in-depth and relevant legal knowledge, special areas of law for marketing specialists are selected. Examples of the individual areas would be: • Internet law • Copyright • Trademark law (intellectual property law) • Event law (including public law framework regulations)

Core topics: • Economic thinking and marginal analysis • Efficient allocation of scarce resources • The market model and market equilibrium • Macroeconomic variables (GDP, inflation, and unemployment) and their interrelationships Selected macroeconomics issues: • Elasticity and welfare • Cost functions and optimal corporate production • Price setting and market structures • Short-term macroeconomic fluctuations: The business cycle • Money, the ECB, and inflation • Long-term economic growth • International relations and trade

•Overview and context analysis of the most important subareas in business administration •Subject and principles of business administration: •Operational functional areas - Business decision theory - Fundamentals of Management and Ethics - Fundamentals of Human Resources and Organization - Marketing Fundamentals •Fundamentals of: - Constitutive company decisions such as legal forms, location decisions, types of mergers and acquisitions and choice of business segment - Functional company decisions: Materials management, production management, marketing • Fundamentals of business value creation processes and functions (value creation architecture and structure) • Fundamentals of market-oriented, process-oriented and strategy-oriented management

This course combines management models, and strategic and innovation management. By linking these subject areas, students are prepared to analyze, discuss and reflect on organizations from the perspective of business administration. Central questions such as the definition of long-term goals, the selection of business areas or measures for survival in competition are to be jointly developed and discussed on the basis of detailed basic knowledge. In addition, the topics of strategic fields, market & competition, organization and creativity/innovation and the development of business models are taught.