Official Study Guide for Germany
Media industry, media management
The media industry is an internationally interlinked market with a wide range of media formats in various genres (print, broadcasting, online, mobile), which is characterised by a high level of dynamism.
Overview of the academic discipline
The Media Economics and Media Management degree programme prepares students to accompany media products from their conception to their creative and technical implementation, and to manage and market them profitably. Students will also be able to react to future developments in media usage behaviour at an early stage, develop technical innovations and help shape sustainable business models for the media, cultural and creative industries.
Which topics are included in the curriculum?
The programme includes economic, legal, partly technical, media and communication science and partly design aspects. The Bachelor's programme includes modules on business and economic fundamentals as well as communication research, media law, media impact and empirical social research. In the Master's programme, students can specialise in certain media, such as digital media or design. It is also possible to specialise in certain aspects of media management. One example would be cross-media communication or media law.
What are the requirements?
A good foundation for successful studies in this field is knowledge of the following school subjects, depending on the chosen degree programme: Maths, economics/law, computer science, English
Some universities organise internal selection procedures with aptitude tests. For dual study programmes, a training, internship or employment contract with a suitable company (so-called practice partner) is usually required.
What study programmes are there to choose from?
Bachelor's and Master's degree programmes in media economics and management are offered at universities of applied sciences and universities as well as in the form of a dual study programme.
Typical degree programme titles are: ‘Media and Communication Management’, “Media Management and Digital Marketing”, “Digital Product Management”, “Media Management” or “Communication & Media Management”.
What job opportunities are there after graduation?
Graduates can work in various fields, such as media production, theatre, film and television production or art and culture management. There are employment opportunities in publishing houses, 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.