Media management
Media management is a special business administration course which, in addition to the general business basics, also includes topics specifically geared to the media industry. A distinction can be made between the management of media in organizations and the management of media companies .
Definitions
According to Christian Scholz , media management is "on the one hand the management of media as its conscious design and on the other hand the management of media companies."
Bernd W. Wirtz , Professor of Information and Communication Management at the German University of Administrative Sciences Speyer, defines media management as follows: “Media and multimedia management includes all planning, organization and control activities in media and multimedia companies with the aim of unifying to make an entrepreneurial contribution to success. "
For Thomas Becker , "media management [...] is the use of media and communication to implement corporate goals. This relates to two dimensions: the use of media as a management tool within the company and the instrumentalization of media for marketing companies. "
Study and training
Studied at universities and colleges
The subject has been offered as a degree program in Germany since 1990 at the Institute for Journalism and Communication Research at the Hanover University of Music, Drama and Media (Bachelor and Master of Arts).
Since then, the field of media management has been expanded at various German universities and offered as an independent course with the degrees of Magister , Diploma , Bachelor and Master or MBA . The subject areas include business basics, management, media marketing , media economics and media law . Different priorities are set depending on the university. At some universities, media management can also be taken as a minor in the course of media studies , for example in the master’s course “Media Culture and Media Management ” at the University of Bayreuth .
The Federal Employment Agency offers an overview of the providers of the subject in Germany in its kursnet . The following table gives an overview of the study opportunities in Switzerland and Austria:
| University | degrees |
|---|---|
| Alpen-Adria-Universität Klagenfurt | Bachelor, Master |
| Sankt Pölten University of Applied Sciences | Bachelor, Master |
| FH Vienna | |
| University of Lugano | Bachelor, Master |
| University of St. Gallen |
Training through courses with a certificate of completion
This subject is offered as an advanced training course in "Media Management" at the Saxon Administration and Business Academy SVWA Dresden and ends with the certificate "Media Manager (VWA)". Proof of work in this subject area is a prerequisite for admission to the course. The Academy of Journalists in Munich offers a full-time course in "Media Management" lasting six months and a 9-month extra- occupational course in "PR and Media Management" as professional training.
Media and education management
The Media and Education Management degree includes disciplines such as media education and media management, but also areas of computer science . The term can be understood as a further development of the term media didactics (Hörmann, 2008).
Relevant courses of study focus on communication , media and management . The communication competence area comprises advisory competence, pedagogical and psychological competence, instructional, personal and social competence, as well as moderation and method competence. In the field of media, media didactic, pedagogical and scientific skills are learned. Universities that offer this degree include the Weingarten University of Education , the University of Jena and the University of Düsseldorf .
Occupational fields
Depending on the type of degree, graduates of the Media Management degree program can work in different areas. These include management positions in media companies, activities in marketing, market research , public relations , advertising , media consulting, editing and publishing , media research and planning and the imparting of media skills. Further professional fields are consulting in and for media companies, media work in political parties and associations and e-commerce , m-commerce , e-learning and e-government .
Above all, interface and management tasks in the media and education sector offer opportunities for media and education managers. They plan, develop, design and evaluate education-related and media-supported services and also implement them.
literature
- M. glasses: media management. 2nd Edition. Vahlen, Munich 2010, ISBN 978-3-8006-3762-1 .
- Martin Schneider: Management of media companies. Gabler Springer, Wiesbaden 2013.
- A. Vizjak, Max Ringlstetter (Ed.): Media management: Using content profitably. Trends, business models, success factors. Wiesbaden 2001, ISBN 3-409-11904-3 .
Web links
Individual evidence
- ↑ Thomas Breyer-Mayländer: Introduction to media management - basics, strategy, leadership, personnel. Oldenbourg, Munich / Vienna 2004, ISBN 3-486-27594-1 .
- ↑ Christian Scholz: Media Management - Challenge, Necessity and a Frame of Reference. In: ders. (Ed.): Handbook Media Management. Springer, Berlin / Heidelberg / New York 2006, p. 13.
- ↑ Bernd W. Wirtz: Fundamentals of media and multimedia management. In: ders. (Ed.): Handbook media and multimedia management. Gabler, Wiesbaden 2003, p. 23.
- ^ Thomas Becker: Media management and public communication. Springer VS, Wiesbaden 2014, p. 1.
- ↑ IJK Hannover ( Memento of 24 February 1998 in the Internet Archive ), as of February 24, 1998.
- ↑ Beate Schneider, Christopher Buschow: Paths to Journalism - Agility of Journalism Research and Teaching at the Institute for Journalism and Communication Research in Hanover . In: Annette Kreuziger-Herr, Nina Noeske, Nicole K. Strohmann, Antje Tumat, Melanie Unseld, Stefan Weiss (eds.): Paths. Festschrift for Susanne Rode-Breymann . Georg Olms, Hildesheim, Zurich, New York, pp. 318 .
- ↑ The course in the Kursnet of the Federal Employment Agency , as of May 25, 2012.
- ↑ See website of the Journalists' Academy: Full-time course ( memento of the original from September 5, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , part-time course ( memento of the original from September 5, 2010 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Hamburg Media School ( Memento of the original from September 15, 2008 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , As of July 12, 2008.
- ↑ Bauhaus-Universität Weimar ( Memento of the original from October 12, 2007 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , As of October 22, 2007.
- ↑ University of Applied Sciences Mittweida , status October 22, 2007.
- ↑ Magdeburg-Stendal University of Applied Sciences ( Memento of the original from April 28, 2009 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , As of April 27, 2009.
- ↑ Hörmann 2008. Dissertation
