Journalism and Public Relations (PR)

Communication Science: Aspects and Perspectives | Lecture (VO) | Coursecode: 210593105

Language of instruction German

Media History / Media Development / Media Perspectives

4.00

ECTS

3.00

SWS

The main idea of the course is the fact that information and communication are a basic human need. The Austrian and international media landscape will be discussed and analyzed on the basis of historical chronological and thematic longitudinal and cross-sections with special emphasis on the aspects of tradition and innovation, standardization, globalization, international trends and the interaction between politics, society and media.

Communication Science: Aspects and Perspectives | Lecture (VO) | Coursecode: 210593104

Language of instruction German

Theory and Practice of Communication

4.00

ECTS

2.00

SWS

> Introduction to the media and communication worlds; > Information – Media – Communication – Public: understanding essential terms from theory and practice; > Models of communication processes; > Functions and effects of media; Transformations of media and communication; > Aspects of the communication behavior of individuals; > Individual vs. media communication; > On the interrelation of media, communication and the public sphere; > Analog vs. digital communication; > Media productions – constructions of medial realities; > Public attention vs. media attention; > Emergence of virtual publics; > Importance and significance of visualization in journalism and PR; > Outline of special communication contents

Introduction to Journalism and PR | Seminar (SE) | Coursecode: 210593102

Language of instruction German

Careers in Journalism and Communications

4.00

ECTS

2.00

SWS

Students receive a practice-oriented introduction to the broad spectrum of professional opportunities in journalism, PR and corporate communications. Right from the start of their education, students should thus on the one hand recognize the diversity of professional options in the media and communications industry, which is undergoing major changes, and on the other hand develop an understanding of the fundamental clash of interests between journalism and PR (while at the same time being mutually dependent). The course content will be deepened by guest appearances by representatives of the various fields of activity. Special consideration will be given to new professional fields that are developing with digitalization – both freelance and entrepreneurially organized.

Introduction to Journalism and PR | Lecture (VO) | Coursecode: 2100593101

Language of instruction German

Journalism basics

2.00

ECTS

2.00

SWS

Students are taught basic knowledge and fundamental technical and professional skills in journalism. Furthermore, the focus is on the basic techniques of journalistic work across all media genres, i.e. the three-step process of researching – editing – communicating. This knowledge is deepened using classic and current texts and examples from journalistic practice. Students practice applying the rules of the Austrian Press Council’s Code of Ethics, refine their media-critical sensibility and are sensitized to the particularly relevant topics of diversity, heterogeneity and gender.

Introduction to Journalism and PR | Lecture (VO) | Coursecode: 210593103

Language of instruction German

PR basics

2.00

ECTS

2.00

SWS

– What is PR? – PR definitions – PR practice – PR measures – Austrian PR industry – Media and PR – PR in the communication mix – (International) communication management, brand communication – PR and society: Corporate Social Responsibility – Industry-specific PR practice

Text | Seminar (SE) | Coursecode: 210593108

Language of instruction English

English: News Writing

2.00

ECTS

2.00

SWS

News Writing builds on students’ existing knowledge. They work on and expand their skills, with emphasis on job-specific skills from the beginning. Content, in addition to grammar and vocabulary, includes writing hard news stories and feature stories. Current topics are addressed

Text | Lecture/Practical (IL) | Coursecode: 210593106

Language of instruction German

Journalistic writing

4.00

ECTS

3.00

SWS

The most important basic techniques in journalism writing are practiced and deepened, i.e. the entire journalistic process from finding topics to research, formulating texts and preparing content. The focus is clearly on teaching language and text skills and on basic journalistic forms of presentation such as news, agency reports, news and reports, primarily for print, but also already for the web. The seminars and exercises are concluded with concretely realized student projects.

Text | Seminar (SE) | Coursecode: 210593107

Language of instruction German

Writing in Communication and PR

2.00

ECTS

2.00

SWS

#NAME?

Web Literacy | Lecture/Practical (IL) | Coursecode: 210593109

Language of instruction German

Photography and Image editing

2.00

ECTS

2.00

SWS

Basics of photography (shutter speed, aperture, sensitivity, depth of field, white balance/color temperature), camera technology (cell phone vs. system camera vs. SLR camera – advantages and disadvantages of the systems), basics of image composition in daylight and artificial light, image processing of pixel images in JPG and RAW format (advantages and disadvantages of RAW photography), introduction to image montage and manipulation of images (incl. image analysis) using Adobe Photoshop. “Non-destructive working” – what is it, how to work according to this principle?

Web Literacy | Lecture/Practical (IL) | Coursecode: 210593110

Language of instruction German

Social Web

4.00

ECTS

2.00

SWS

Basics of communication on the social web; Basic features and emergence of the social web; Social Web and society.

Journalism Practice | Lecture/Practical (IL) | Coursecode: 210593202

Language of instruction German

Journalistic Work Techniques

6.00

ECTS

3.00

SWS

The interview is traditionally one of the most popular forms of journalistic presentation across all media genres. Researching, conducting and editing interviews is therefore one of the basic journalistic skills. In this course, students learn how to independently prepare and conduct research interviews, expert interviews and personal interviews. Questioning techniques are taught as well as editing techniques, which are also of central importance in other contexts of journalistic work. Keeping opinions and facts apart is – following a quote by former Guardian editor-in-chief Charles P. Scott (“Facts are sacred – comment is free”) – one of the basic elements of a journalism that is committed to objectivity, or at least to a methodically objective approach. This is especially true in times and in connection with media such as the Internet, in which, among other things, a convergence of commentary and news can be observed…

PR Concepts | Seminar (SE) | Coursecode: 210593203

Language of instruction German

PR Project

4.00

ECTS

2.00

SWS

Project management Evaluation of communication work Project related time recording Individual reflection

PR Concepts | Lecture (VO) | Coursecode: 210593204

Language of instruction German

PR concept

2.00

ECTS

1.00

SWS

This course is strategically oriented: The topic is PR conception technique and the task is to develop a PR concept for a project with an external partner in teamwork – to be handed in and evaluated in the seminar “PR Lab: Creation & Project Management”. In the classroom sessions, the theoretical principles necessary for conceptual technique and social change will be presented and discussed, and practical examples will be used to analyze exemplary PR concepts and those with a clearly defined focus. – What is strategy? – Overview of the conceptual technique in PR – Marketing 3.0 – Environmental analysis and analysis techniques – Introduction to research techniques for PR processes – Introduction to evaluation processes – Critical analysis of existing PR concepts and case studies

Politics, Economy and Society | Lecture (VO) | Coursecode: 210593201

Language of instruction German

Outline of International Economic, Political and Cultural Developments

6.00

ECTS

3.00

SWS

In this course cultural, intercultural, economic and political developments in the European and global context will be discussed. Central concepts of Austrian, European and international politics are discussed, contextualized with historical and current guidelines or developments in culture, politics and economy.

Scientific Working | Seminar (SE) | Coursecode: 210593206

Language of instruction English

English: Science Writing

2.00

ECTS

2.00

SWS

English: Science Writing addresses the scientific research process and analyzes ways to write and decode scientific texts. Students learn how the scientific research process works, how scientific papers are written in English, and how scientific articles are critically analyzed. Additionally, science journalism will be addressed.

Scientific Working | Lecture (VO) | Coursecode: 210593205

Language of instruction German

Introduction to Scientific Work

2.00

ECTS

2.00

SWS

The course describes and explains the “scientific craft”, whereby – especially in the development of the scientific rules of evidence – the students’ own work is particularly forced. Main topics are: Libraries and library catalogs citation and vouching Literature search, literature evaluation and literature processing Electronic literature search in library catalogs as well as alternative methods of literature research Basics of statistics Basic concepts of scientific work

Web Content and Design | Seminar (SE) | Coursecode: 210593208

Language of instruction German

Journalism Project

3.00

ECTS

2.00

SWS

Building on the project work “Journalistic Writing” from the first semester, this course teaches and practically deepens basic journalistic skills under web conditions. Linked writing and the composition of texts and short texts for the web are as much a part of the course content as the preparation of content – texts and images – for the web and the dissemination of this content via various social media networks. In addition, students get to know central roles and processes in online editorial offices, gain experience in the area of topic, editorial and quality management in concrete projects – for example in the area of local journalism – and develop their social skills through collaboration with colleagues and external cooperation partners. Journalism is taught in the context of this practical course as a collaborative, multi-layered conversation with citizens, readers and users.

Web Content and Design | Lecture/Practical (IL) | Coursecode: 210593207

Language of instruction German

Multimedia Storytelling: Design and Technology

5.00

ECTS

3.00

SWS

In terms of technology, the following questions will be developed and discussed: 1) How do networks work (IP address, server, router,..)? 2) What is a service provider (and what are the requirements for a web presence in general)? 3) Overview of typical programming/markup/script languages that characterize the Internet (HTML, PHP, CSS, Javascript, SQL, Python, Perl,..) 4) Application in small of HTML and CSS 5) Setting up a Worpdressblog (practical application of FTP client, phpmyadmin, offline website development (“Xampp”), as well as website backup/transfer 6) work with web-based storytelling formats

Journalism | Lecture (VO) | Coursecode: 210593305

Language of instruction German

Data Protection and Copyright

2.00

ECTS

1.00

SWS

User profiling and metadata, vulnerabilities for unauthorized access to data, important encryption methods, especially public/private key encryption, securing email exchanges and chats, anonymous navigation on the Internet, data security and mobile communication, protection of data carriers, legal aspects of data protection National and international, especially EU-wide copyright regulations Copyright in online communication

Journalism | Lecture (VO) | Coursecode: 210593302

Language of instruction German

Journalistic Business Models

2.00

ECTS

2.00

SWS

Digitization not only changes individual journalistic work, but also poses enormous challenges for media makers with regard to editorial processes and organizational forms as well as the business models of journalistic media. In this course, lecturers from editorial departments and editorial management of Austrian media will teach students the relevant media business and organizational strategies of modern media companies, which also have to position themselves in strong competition with globally operating platforms.

Journalism | Seminar (SE) | Coursecode: 210593303

Language of instruction German

The Reportage

4.00

ECTS

1.00

SWS

In the project work “Newsroom: The Reportage”, students test and deepen the skills and competencies they have built up in the first two semesters with regard to journalistic writing and storytelling on a text genre from the field of “long form” journalism.

Media Theories and Analyses | Lecture (VO) | Coursecode: 210593301

Language of instruction German

Media Theories and Media Criticism

4.00

ECTS

2.00

SWS

Presentation of authoritative media theories – above all of postmodernism – and examination of their relevance in current media and communication scenarios. Critical examination of theses and theories by Habermas, Sontag, McLuhan, Luhmann, Castells, Flusser, Kittler, Virilio, among others.

Social Media and Media Production | Lecture/Practical (IL) | Coursecode: 210593304

Language of instruction German

Audio and Video Production

6.00

ECTS

5.00

SWS

The topics of sound and moving image are developed together. Both through classic interviews and through projects – if possible with real partners/clients – the students gain a practical insight into video and audio production. What is the difference between a video camera and a camera and where are the parallels? What is the importance of sound in video projects. Which recording devices exist exclusively for sound recording and which microphones are used on which occasions. Everyone gets an introduction to video and sound editing. Which images can be cut to each other. What should one pay attention to before editing even when recording? Which file formats and codecs are currently used? Which audio/video standards must be adhered to in professional productions. How do you plan a video project? What does the workflow look like during the entire production? What equipment is needed? Many questions that are to be worked out and learned through group work on a larger project.

Social Media and Media Production | Lecture/Practical (IL) | Coursecode: 210593309

Language of instruction German

Social Media Communication

4.00

ECTS

2.00

SWS

Current developments in social media. Strategic use of social media in organizations. Use of social media applications in a corporate context.

Strategic PR | Seminar (SE) | Coursecode: 210593308

Language of instruction English

English: Campaigning

2.00

ECTS

2.00

SWS

Campaigning comes from the subject area of public relations. Students learn how to use authentic language in written and oral discourse (eg. news releases, fact sheets, backgrounders, interviews, speeches).

Strategic PR | Seminar (SE) | Coursecode: 210593307

Language of instruction German

PR: Planning, Evaluation and Analysis

4.00

ECTS

2.00

SWS

Implementation and analysis of a complex PR project

Strategic PR | Lecture (VO) | Coursecode: 210593306

Language of instruction German

Strategic Organizational Communication

2.00

ECTS

1.00

SWS

Internal communication Employer branding Customer service and support Crisis communication PR campaigns Corporate Social Responsibility Public affairs

Data Analysis and Media Research | Seminar (SE) | Coursecode: 210593404

Language of instruction German

Data Analysis and Visualization

4.00

ECTS

2.00

SWS

The lecture part of this course covers the basics of data, data sources and data acquisition from a social science perspective. The second part of the course teaches quantitative analysis and presentation methods in the context of exercise modules. In particular, descriptive statistics will be focused on.

Data Analysis and Media Research | Lecture (VO) | Coursecode: 210593406

Language of instruction German

Methods of Media Research

2.00

ECTS

1.00

SWS

Approaches and theories of media research Overview of media research methods Case studies from media research Focus on qualitative methods

Media Publics and Presentation | Seminar (SE) | Coursecode: 210593403

Language of instruction German

English: International Media

2.00

ECTS

2.00

SWS

International Media focuses on print and online media not only in the Anglo-American environment but also in the international, global environment. Students will analyze English texts in terms of intentions, stereotypes, internal impact, and external impact.

Media Publics and Presentation | Lecture (VO) | Coursecode: 210593401

Language of instruction German

Media Law

2.00

ECTS

2.00

SWS

This course teaches essential legal principles for communication professions. Focal points are: – Conflict of fundamental rights between media freedom and personality protection – Editorial self-determination, protection of opinion and other media privileges – Law of image reporting – Copyright and Copryright – Lobbying law – Media transparency

Media Publics and Presentation | Seminar (SE) | Coursecode: 210593402

Language of instruction German

Media and Society

5.00

ECTS

3.00

SWS

Interdependencies of media and society; transformation of media vs. social change; presentation of individual/collective forms of communication; outline of selected sociological issues in the context of media and communication; approaches of a well-founded media critique; basics of a media and communication ethics.

Media Publics and Presentation | Seminar (SE) | Coursecode: 210593405

Language of instruction German

Rhetorics and Professional Presenting

3.00

ECTS

1.00

SWS

Rhetorics and Professional Presenting focuses on the use of effective presentation techniques. Students use clear and understandable linguistic devices to visualize contexts and situations. Students learn to perform professionally in front of an audience.

Digital Journalism 1 | Seminar (SE) | Coursecode: 210593407

Language of instruction German

Data Journalism

6.00

ECTS

4.00

SWS

The course focuses on the theoretical and practical examination of the topic “data in journalism”. The lecture part illuminates origins and current developments in data journalism. Among other things, differences between theory- and data-driven methods will be elaborated, interdisciplinary collaborations and routines in the newsroom will be explained, and related fields (investigative journalism, open data, freedom of information, information visualization, etc.) will be addressed. In the exercise part, all phases of the production of a data journalism project are taught: Topic identification, data collection, cleaning, exploration, visualization, publication.

Digital Journalism 1 | Seminar (SE) | Coursecode: 210593408

Language of instruction German

Digital Magazine Journalism

6.00

ECTS

4.00

SWS

Approaches and theories of media research Overview of media research methods Case studies from media research Focus on qualitative methods

Online Communications 1 | Seminar (SE) | Coursecode: 210593410

Language of instruction German

Content Strategy

6.00

ECTS

4.00

SWS

Enterprise content, its tasks and components , content-related business problems. Introduction to the discipline of content strategy based on one or more examples Relationship to content marketing, internal communications, and PR. The cyclical process of content strategy: Analysis phase (including content audits , SEO, UX research) – Message architecture and design – Implementation (including workflows, content distribution and monitoring). Typical tasks of content strategists: Content Engineering – Content Design – Change Management

Online Communications 1 | Seminar (SE) | Coursecode: 210593409

Language of instruction German

Integrated Communication

6.00

ECTS

4.00

SWS

Principles of brand communication Integration of different disciplines Visual branding International communication

Applied Empirical Social Research | Seminar (SE) | Coursecode: 210593505

Language of instruction German

Applied Empirical Social Research

5.00

ECTS

2.00

SWS

Depending on a concrete research project to be carried out, students are confronted with quantitative and qualitative methods on the one hand, and with the specific and appropriate application possibilities of empirical social research on the other hand. Contents of the course are Questionnaire design and development Edition of online questionnaires Basics and basic concepts of data evaluation and data analysis Scientific writing skills

Innovation and Media Development | Lecture/Practical (IL) | Coursecode: 210593503

Language of instruction German

Media Trends

3.00

ECTS

2.00

SWS

Media development Media innovations Evaluation of media products Social dimensions in the development of media innovations Analysis of existing projects

Innovation and Media Development | Seminar (SE) | Coursecode: 210593504

Language of instruction German

Preparatory Seminar for the Bachelor's Thesis

1.00

ECTS

1.00

SWS

The students are prepared for the bachelor’s thesis. The focus is on the development of topics and the methodical conception of selected topics.

Media Business and Entrepreneurship | Seminar (SE) | Coursecode: 210593502

Language of instruction English

English: Global Communication

2.00

ECTS

2.00

SWS

The focus of English: Global Communication is on the use of English in the globalized world. Students learn about the relationship between language and culture, the effect of so-called “cultural noise,” cultural differences regarding body language, and the role of international English.

Media Business and Entrepreneurship | Lecture/Practical (IL) | Coursecode: 210593501

Language of instruction German

Media Business and Entrepreneurial Skills

6.00

ECTS

4.00

SWS

The course imparts basic economic knowledge, shows macroeconomic (macro level) and business aspects (meso level) of the media industry and gives an introduction to the field of entrepreneurship. Based on microeconomic basics, such as supply and demand, market and market functions, price, price formation and competition, macroeconomic basics, such as business cycle and business cycle indicators are dealt with. Based on this, the media market with its economic characteristics is discussed, reasons for market failure are discussed and market conditions are linked to corporate strategies. The micro level of media management focuses on entrepreneurial skills as well as project management skills. Topics covered include: Business plan, constituent business decisions, financing, creativity techniques and entrepreneurial culture, innovation and innovation processes, developing ideas, business strategies and goals, and project management …

Digital Journalism 2 | Seminar (SE) | Coursecode: 210593506

Language of instruction German

Journalism Project

8.00

ECTS

4.00

SWS

Designed as an innovation workshop, the students work in groups on innovative media projects as part of this course, which concludes the project work. The strategic orientation, choice of media and topics, design, journalistic implementation, business plan and financing, as well as marketing strategy and presentation are all in the hands of the students. External and internal experts support and coach the process.

Digital Journalism 2 | Seminar (SE) | Coursecode: 210593507

Language of instruction German

Mobile Reporting

5.00

ECTS

3.00

SWS

Due to the general availability of mobile devices, the development of ever faster transmission technologies and professional apps for creating, editing and transmitting multimedia content, the production conditions for journalists and – in parallel – the expectations of users have changed significantly. Practically in real time and independent of location, journalists can now use smartphones to report on events, create texts, photos and videos, offer streams and share this content via social networks. The “live ticker” has become a new classic among journalistic forms of presentation.

Online Communications 2 | Seminar (SE) | Coursecode: 210593508

Language of instruction German

Corporate Publishing

5.00

ECTS

3.00

SWS

The opportunities of corporate publishing – development, boom? Success factors and measurement of success Development of a CP project from conception to realization Budgeting Focus on integration of editorial and design Multimedia and web publishing

Online Communications 2 | Seminar (SE) | Coursecode: 210593509

Language of instruction German

PR Project

8.00

ECTS

4.00

SWS

The PR project that concludes the project work has innovative quality and is characterized by meticulous formative evaluation: Students work in small groups on a project with external partners and continuously evaluate the collaboration and the process.

Bachelor's Thesis | Modul/Final Examination (FA) | Coursecode: 210593605

Language of instruction German

Bachelor's Exam

1.00

ECTS

0.00

SWS

The board examination conducted in the course of this course is in accordance with the requirements for final examinations at FH bachelor degree programs according to FHStG.i.d.g.F..

Bachelor's Thesis | Bachelor's Thesis (BA) | Coursecode: 210593604

Language of instruction German

Bachelor's Thesis

9.00

ECTS

1.00

SWS

Development of an own small project, which is developed thematically from the internship: A workpiece is to be produced and reflected upon scientifically-theoretically or methodically. The workpiece as well as the scientific reflection will be submitted and presented as a second bachelor thesis.

Bachelor's Thesis | Seminar (SE) | Coursecode: 210593603

Language of instruction German

Bachelor's Thesis Seminar

2.00

ECTS

1.00

SWS

The students are prepared for the bachelor’s thesis and supervised during the preparation. The respective topics, conception as well as realization will be discussed. In small groups, the respective state of preparation will be discussed, presented and subjected to constructive criticism. The seminar takes place in multiple group divisions and is linked to the preparation of the bachelor’s thesis.

Mandatory Internship | Practical (PR) | Coursecode: 210593602

Language of instruction German

Mandatory Internship

17.00

ECTS

0.00

SWS

Students complete a pre-vocational internship in an editorial office, a media agency or an adequate training-related position in a media company, or in a PR agency or the public relations department of a company or organization. They will put the skills they have acquired up to this point in their studies into practice under real-life conditions. In the process, they will be supervised by professional practitioners in the relevant professional field and will receive immediate, appropriate feedback on work performed and project participation. Additional reflection on the results and products of the internship takes place in the degree programme at university..

Mandatory Internship | Seminar (SE) | Coursecode: 210593601

Language of instruction German

Seminar Accompanying the Internship

1.00

ECTS

1.00

SWS

The students in the internship are in regular contact with their supervisors in the degree course. In continuous reports the students report on their activities in the internship. They record the progress of the internship and take self-critical account of their personal and professional development. The scheduled reports and protocols are commented on by the internship supervisors at the study program and provided with feedback. The internship concludes with a comprehensive student presentation. Half of the seminar is held virtually/online.