m.a. public relations and digital marketing · (management, organization, public relations,...

Campus Berlin: Ackerstraße 76 | 13355 BerlinFon +49 (0)30/46 77 693-30 | [email protected]

Campus Cologne: Höninger Weg 139 | 50969 CologneFon +49 (0)221/222 139-33 | [email protected]

Campus Frankfurt/Main:Theodor-Heuss-Allee 108 | 60486 Frankfurt/MainFon +49 (0)69/50 50 253-91 | [email protected]

M.A. Public Relations andDigital Marketing (English or German)

Campus Berlin: Fon +49 (0)30/46 77 693-30 | [email protected]

Campus Cologne: Fon +49 (0)221/222 139-33 | [email protected]

Campus Frankfurt/Main: Fon +49 (0)69/50 50 253-91 | [email protected]

Hochschule für Medien

Kommunikation und Wirtschaft

University of Applied Sciences

H M K W

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Last update: 22.07.2019 Subject to modif ications!

M. A. Public Relations undDigitales Marketing

About the program• Features:

• Languages:

The first international master program in Europe to combine PR and digital marketing and

also a possibility of specializations in:

— Corporate and financial communication

— Non-governmental organizations, associations and foundations

— Public administration and political communication

Develops the skills needed for becoming a well-prepared practitioner with courses on

camera training, presentation and rhetoric, viral communication campaigns etc.

English (Berlin, Frankfurt a. M.) and German (Cologne)

• Learning outcomes: Prepared for jobs in a global connected communication and information society environment

(management, organization, public relations, marketing)

Updated cross-media skills for various tasks and job descriptions within a modern commu-

nication department (e.g. integrated corporate newsroom - text, image, sound, photogra-

phy and content visualization)

For whom?• Candidates: All graduates of a first degree (Bachelor etc.) in a communication-, media- or marketing-

oriented subject. Professional experience in communication jobs or internships is an asset.

• Possible jobs: PR or marketing manager, strategic PR consultant, press officer, online communications

manager, social media manager, content/corporate publishing producer, community manager,

content strategist.

Admission requirements• University internal selection procedure

and

a very good degree in communication science or media studies (University or University of Applied Sciences)

or

a very good degree in economics or social science (University or College)

Applicants who cannot provide evidence or a certificate of previous knowledge in the field of empirical social

science research methods must take the elective course Empirical Social Research (ESR) in the first semester.

For more information and how to apply, visit: www.hmkw.de

Start winter term (October)

Locations Berlin, Cologne, Frankfurt a. M.Language English (Campus Berlin, Frankfurt a.M.) or German (Campus Cologne)Type Full-time or part-time Tuition fees Full-time: € 670,– monthly

Part-time: € 449,– monthly

Duration Full-time: 4 semesters Part-time: 6 semesters

Applications accepted at any time







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M. A. Public Relations andDigital Marketing

Subject-specific competences

5 Methodology modules (3 of 5 elective modules)MR Market Research

Methods of market research, data visualization tools and techniques

3MR Marketing & Modern Market ResearchSales & Advertising Psychology, Costumer Relationship Management

CB Consumer BehaviorConsumer culture and perception, brand management, decision-making, influencers, opinion leaders

DMBF Decision Making & Behavioral FinancePsychology of decision making, game theory, human behavior and markets

ARM Applied PR Research MethodsPR research trends, communication controlling und evaluation, research project

7 Public Relations modules

PRTM PR Theories & Models PR theories, organizational & communications theories, society & strategy, ethics & law, internatio-nal/intercultural PR

PRCF PR Communication FieldsCrisis communication, internal and change communication, media relations

SCom Strategic Communication Integrated communication management, communication programs and campaigns, online commu-nication

ASC Applied Strategic CommunicationCorporate communication, civil society organisations, public sector organisations, project/pitch

NTR New Trends & Research in PRNew PR theories, research trends, Big Data, Social Media

Lab-I PR Lab I Writing skills, presentation, camera training

Lab-II PR Lab II Guerilla and viral communication, creation & ideas, scenario play







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4 Digital Marketing modules (3 of 4 modules)I3M Introduction into International Marketing and Media Management

Media management basics, introduction into marketing, market and campaign analysis, research retreat

InEn Innovation & EntrepreneurshipConsulting skills, entrepreneurship, innovations,business acumen

CMC Classical Marketing CommunicationMass media marketing (TV, print, radio, OOH), media planning basics

OMC Online Marketing CommunicationOnline media marketing (display, video, social, search), advanced media planning

1 closing module

MTh Master Colloquium and ThesisColloquium devoted to master subjects, writing of the MA-Thesis (4th term)







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Comprehensive competencies (3 of 8 elective modules)

BasicsBusE Business English

Commercial correspondence, presentation and moderation

LawM Law and the MediaCopyright, DRM, privacy and other ethical-juristic issues

Human Factors

IntLT Intercultural Leadership TechniquesManagerial capabilities in a globalized world

MPsy Media PsychologyPsychological foundations of media consumption

TechnologyMAM Media Asset Management

Organisation of data/documents: formats, versioning, searching, distribution etc.

CTT Converging Technological TrendsConvergence of communication, computing, and broadcasting technologies

MPro Media Production Introduction to the most important techniques of creative and professional media production

Methodological Basics

ESR Empirical Social ResearchQualitative and Quantitative Methods, Descriptive and Inferential Statistics







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WHT = weekly hours per term

1 WHT = 1 lesson (à 45 min) per semester week

Key figures:16 weeks lecture period per semester

73 WHT total (18,25 WHT * 4 semesters)

30 Credit Points (CP) per semester

120 CP total

30 Workload Hours (1 WL of 60 min) per CP

1. year 2. year1. semester 2. semester 3. semester 4. semester

Comprehensive competences WHT CP WL WHT CP WL WHT CP WL WHT CP WL

1 BusE Business English2 LawM Law and the Media3 MAM Media Asset Management4 CTT Converging Technological Trends 5 6 180 5 6 180 5 6 1805 MedP Media Production6 IntLT Intercultural Leadership Techniques7 MPsy Media Psychology8 ESR Empirical Social Research

Subtotal: 5 6 180 5 6 180 5 6 180

Subject specific competences WHT CP WL WHT CP WL WHT CP WL WHT CP WL

1 MR Market Research 5 6 180or 3MR Marketing & Modern Market Research2 CB Consumer Behavior 4 6 180or DMBF Decision Making & Behavioral Finance3 ARM Applied PR Research Methods 4 6 180

9 12 360 4 6 180

4 PRTM PR Theories & Models 5 6 1805 PRCF PR Communication Fields 4 6 1806 NTR New Trends & Research in PR 4 6 1807 SCom Strategic Communication 5 6 1808 ASC Applied Strategic Communication 5 6 1809 Lab PR Lab 5 6 180

14 18 540 5 6 180 9 12 360

10 IMM Introduction to Int. Marketing and Media Management 5 6 180or InEn Innovation & Entrepreneurship11 CMC Classical Marketing Communication 5 6 18012 OMC Online Marketing Communication 5 6 180

5 6 180 5 6 180 5 6 180

13 MTh Master Colloquium and Thesis 2 30 9002 30 900

Subtotal: 19 24 720 19 24 720 18 24 720 2 30 900

Total: 24 30 900 24 30 900 23 30 900 2 30 900

Digital Marketing

1 further module

Methodology

Public Relations

7 9 270

5 6 180

6 9 270

One of these modules must be chosenin the 1., 2. and 3. semester, resp.

Module chronology







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M. A. Public Relations andDigital Marketing -part-time-

WHT = weekly hours per term

1 WHT = 1 lesson (à 45 min) per semester week

Key figures:16 weeks lecture period per semester

73 WHT total (18,25 WHT * 4 semesters)

30 Credit Points (CP) per semester

120 CP total

30 Workload Hours (1 WL of 60 min) per CP

1. year 2. year 3. year1. semester 2. semester 3. semester 4. semester 5. semester 6. semester

Comprehensive competences WHT CP WL WHT CP WL WHT CP WL WHT CP WL WHT CP WL WHT CP WL

1 BusE Business English2 LawM Law and the Media3 MAM Media Asset Management4 CTT Converging Technological Trends 5 6 180 5 6 180 5 6 1805 MedP Media Production6 IntLT Intercultural Leadership Techniques7 MPsy Media Psychology8 ESR Empirical Social Research

Subtotal: 5 6 180 5 6 180 5 6 180 0 0 0 0 0 0

Subject specific competences WHT CP WL WHT CP WL WHT CP WL WHT CP WL WHT CP WL WHT CP WL

Methodology1 MR Market Research 5 6 180or 3MR Marketing & Modern Market Research2 CB Consumer Behavior 4 6 180or DMBF Decision Making & Behavioral Finance3 ARM Applied PR Research Methods 4 6 180

5 6 180 8 12 360Public Relations

4 PRTM PR Theories & Models 5 6 1805 PRCF PR Communication Fields 5 6 1806 NTR New Trends & Research in PR 4 6 1807 SCom Strategic Communication 5 6 1808 ASC Applied Strategic Communication 5 6 1809 Lab PR Lab 4 6 180

9 12 360 5 6 180 4 6 180 5 6 180 5 6 180Digital Marketing

11 IMM Introduction to Int. Marketing and Media Management 5 6 180or InEn Innovation & Entrepreneurship12 CMC Classical Marketing Communication 5 6 18013 OMC Online Marketing Communication 5 6 180

5 6 180 5 6 180 5 6 180

14 MTh Master Colloquium and Thesis 1 15 450 1 15 4501 15 450 1 15 450

Subtotal: 14 18 540 10 12 360 9 12 360 18 24 720 6 21 630 1 15 450

Total: 19 24 720 15 18 540 14 18 540 18 24 720 6 21 630 1 15 450

1 further module

7 9 270

5 6 180

6 9 270

One of these modules must be chosenin the 1., 2. and 3. semester, resp.

Module chronology

m.a. public relations and digital marketing · (management, organization, public relations,...

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