Journalism and Public Relations (PR)

Media Trends

Integrated course, 5.00 ECTS


Course content

The students learn to come to terms with societal changes and innovations, markets, types of organizations and technologies. They acquire the ability for sound assessment of qualititative and quantitative changes both in the field of communication as well as in the media industry. They get trained to think in perspective and refine their abilities to anticipate and assess trends at an early stage. Furthermore, students are put in the position of immediately responding to such tendencies and actively contributing to shaping future development. Scientific literature, current journalism and communication science research results as well as practical examples are subject to academic level analysis, interpretation and discussion.

Learning outcomes

Students expand their skills to form judgements from analysis and critical reflection on current, social, economic and technological change processes and to find creative and commercially attractive solutions for new challenges in the age of uncertainty. Students learn further to use available web data for the purposes of corporate goals.

Recommended or required reading and other learning resources / tools

Bösch, Marcus; Garcia-Ziemsen, Rámon: Kill Your Darlings: Handbuch für die Journalistenausbildung. Münster 2012.
Brynjolfsson, Erik; McAfee, Andrew: The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technlogies. New York 2014.
Crouch, Colin: Das befremdliche Überleben des Neoliberalismus: Postdemokratie II. Berlin 2011.
Jakubetz, Christian; Langer, Ulrike u.a. (Hrsg.): Universalcode. Journalismus im digitalen Zeitalter. München 2012.
Mitchell, Stephens: Beyond News. The Future of Journalism. New York 2014.
Morozov, Evgeny: Smarte neue Welt: Digitale Technik und die Freiheit des Menschen. München 2013.
Pörksen, Bernhard; Narr, Andreas (Hrsg.): Die Idee des Mediums. Reden zur Zukunft des Journalismus. Köln 2015.
Rheingold, Howard: Net Smart: How to Thrive Online. Cambridge 2012.

? Marcel Blattner (2013). Web Monitoring. HMD - Praxis der Wirtschaftsinformatik (Heft 293).
? Anne Grabs, Karim-Patrick Bannour, Elisabeth Vogl (2014): Follow me! Erfolgreiches Social Media Marketing mit Facebok, Twitter und Co. 3. Aufl. Galileo Computing.
? Andreas Werner (2013). Social Media - Analytics & Monitoring: Verfahren und Werkzeuge zur Optimierung des ROI. dpunkt verlag.

Mode of delivery

Lecture and project work

Assessment methods and criteria

Continuous assessment