Course participants should …… get to know central strategic and operational tools that are applied in the area of media and convergence management… become familiarized with the most important media theories as well as develop an awareness for the interrelation between media and advertising and further also understand the characteristics of global media markets… be informed about media companies‘ potential organizational structures… be given an overview on media convergence, the special character of new media as well as convergence management… gain insights into the fundamentals of cross-media and international Management

Lecture

The Principles II course mainly focuses on Media and Convergence Management. Important topics are: Strategic and Operative Media Management, Media and Advertising, Media and Organization and Media and Globalization.Topics:Strategic Media ManagementOperative Media ManagementMedia and AdvertisingMedia and Advertising Practice Fundamentals of Media TheoriesMedia and OrganizationMedia Convergence, New Media and ConvergenceCross-Media ManagementMedia and GlobalizationRecommended before taking this class:Principles of Media Economics and Media and Convergence Management I                                                                                       

A literature list will be provided in the first lecture.

Written exam at the end of the course

Questions about the topics we have discussed in class - further information will be given in class

Points achieved in the written examThe examinations are expected to take place on the following dates (if rooms are available):30.06.202501.10.202513.11.202529.01.2025