Media business and management

The media industry is an internationally linked market with a wide range of media formats in a wide variety of genres (print, broadcast, online, mobile), which is characterized by a high degree of dynamism.

The field of study at a glance

Studying media business or media management prepares you to accompany media products from conception to design and technical implementation, and to manage and market them in an economically profitable manner. Students will also be able to react early to future developments in media usage behavior, develop technical innovations and help shape future-proof business models for the media, cultural and creative industries.

Course offered

The bachelor's and master's degree programs in media economics and management are offered at technical colleges and universities and in the form of a dual course of study.

Contents of the course

The course covers economic, legal, partly technical, media and communication science as well as partly design aspects. The bachelor's program includes modules on basic business and economics as well as communication research, media law, media effects and empirical social research. In the master's program, you can specialize in certain media, such as digital media or design. It is also possible to deepen some aspects of media management. An example would be cross-media communication or media law. Typical course names are: “Media and Communication Economics”, “Media Management and Digital Marketing”, “Media Management” or “Communication & Media Management”.

Admission criteria & application for study

Some universities carry out internal university selection procedures with aptitude tests. For dual study programs, a training, internship or employment contract with a suitable company (so-called practice partner) is usually required.

Career opportunities after graduation

Graduates can work in different areas, such as media production, theater, film and television production or art and culture management. There are employment opportunities in publishing houses, in radio, television and film productions as well as in advertising and PR agencies, in marketing departments of industrial companies, at opinion research institutes or in e-commerce.