Department of Media & Design

Journalism and Public Relations (PR)

My Studies

 

Current Curriculum

1. Semester

Communication Science: Aspects and Perspectives | Lecture (VO) | Coursecode: 210593105 Media History / Media Development / Media Perspectives 3 SWS 4 ECTS
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 Theory and Practice of Communication 2 SWS 4 ECTS
> 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 Careers in Journalism and Communications 2 SWS 4 ECTS
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 Journalism basics 2 SWS 2 ECTS
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 PR basics 2 SWS 2 ECTS
- 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 English: News Writing 2 SWS 2 ECTS
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 Journalistic writing 3 SWS 4 ECTS
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 Writing in Communication and PR 2 SWS 2 ECTS
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Web Literacy | Lecture/Practical (IL) | Coursecode: 210593109 Photography and Image editing 2 SWS 2 ECTS
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 Social Web 2 SWS 4 ECTS
Basics of communication on the social web; Basic features and emergence of the social web; Social Web and society.

2. Semester

Journalism Practice | Lecture/Practical (IL) | Coursecode: 210593202 Journalistic Work Techniques 3 SWS 6 ECTS
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…
Politics, Economy and Society | Lecture (VO) | Coursecode: 210593201 Outline of International Economic, Political and Cultural Developments 3 SWS 6 ECTS
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.
PR Concepts | Lecture (VO) | Coursecode: 210593204 PR concept 1 SWS 2 ECTS
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
PR Concepts | Seminar (SE) | Coursecode: 210593203 PR Project 2 SWS 4 ECTS
Project management Evaluation of communication work Project related time recording Individual reflection
Scientific Working | Seminar (SE) | Coursecode: 210593206 English: Science Writing 2 SWS 2 ECTS
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 Introduction to Scientific Work 2 SWS 2 ECTS
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 Journalism Project 2 SWS 3 ECTS
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 Multimedia Storytelling: Design and Technology 3 SWS 5 ECTS
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

3. Semester

Journalism | Lecture (VO) | Coursecode: 210593305 Data Protection and Copyright 1 SWS 2 ECTS
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 Journalistic Business Models 2 SWS 2 ECTS
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 The Reportage 1 SWS 4 ECTS
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 Media Theories and Media Criticism 2 SWS 4 ECTS
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 Audio and Video Production 5 SWS 6 ECTS
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 Social Media Communication 2 SWS 4 ECTS
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 English: Campaigning 2 SWS 2 ECTS
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 PR: Planning, Evaluation and Analysis 2 SWS 4 ECTS
Implementation and analysis of a complex PR project
Strategic PR | Lecture (VO) | Coursecode: 210593306 Strategic Organizational Communication 1 SWS 2 ECTS
Internal communication Employer branding Customer service and support Crisis communication PR campaigns Corporate Social Responsibility Public affairs

4. Semester

Data Analysis and Media Research | Seminar (SE) | Coursecode: 210593404 Data Analysis and Visualization 2 SWS 4 ECTS
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 Methods of Media Research 1 SWS 2 ECTS
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 English: International Media 2 SWS 2 ECTS
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 | Seminar (SE) | Coursecode: 210593402 Media and Society 3 SWS 5 ECTS
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 | Lecture (VO) | Coursecode: 210593401 Media Law 2 SWS 2 ECTS
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: 210593405 Rhetorics and Professional Presenting 1 SWS 3 ECTS
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.
Field Digitaler Journalismus:
Digital Journalism 1 | Seminar (SE) | Coursecode: 210593407 Data Journalism 4 SWS 6 ECTS
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 Digital Magazine Journalism 4 SWS 6 ECTS
Approaches and theories of media research Overview of media research methods Case studies from media research Focus on qualitative methods
Field Onlinekommunikation:
Online Communications 1 | Seminar (SE) | Coursecode: 210593410 Content Strategy 4 SWS 6 ECTS
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 Integrated Communication 4 SWS 6 ECTS
Principles of brand communication Integration of different disciplines Visual branding International communication

5. Semester

Applied Empirical Social Research | Seminar (SE) | Coursecode: 210593505 Applied Empirical Social Research 2 SWS 5 ECTS
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 Media Trends 2 SWS 3 ECTS
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 Preparatory Seminar for the Bachelor's Thesis 1 SWS 1 ECTS
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 English: Global Communication 2 SWS 2 ECTS
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 Media Business and Entrepreneurial Skills 4 SWS 6 ECTS
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 …
Field Digitaler Journalismus:
Digital Journalism 2 | Seminar (SE) | Coursecode: 210593506 Journalism Project 4 SWS 8 ECTS
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 Mobile Reporting 3 SWS 5 ECTS
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.
Field Onlinekommunikation:
Online Communications 2 | Seminar (SE) | Coursecode: 210593508 Corporate Publishing 3 SWS 5 ECTS
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 PR Project 4 SWS 8 ECTS
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.

6. Semester

Bachelor's Thesis | Modul/Final Examination (FA) | Coursecode: 210593605 Bachelor's Exam 0 SWS 1 ECTS
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 Bachelor's Thesis 1 SWS 9 ECTS
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 Bachelor's Thesis Seminar 1 SWS 2 ECTS
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 Mandatory Internship 0 SWS 17 ECTS
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 Seminar Accompanying the Internship 1 SWS 1 ECTS
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.

Discontinued Curriculum

1. Semester

Communication Sciences: Aspects and Prospects | Lecture (VO) | Coursecode: 180593104 Communications in Theory and Practice 2 SWS 4 ECTS
> Introduction to the world of media and communication > Information - media - communication - the public: Understanding core theoretical and practical concepts > Models of the communication process > Functions and effects of the media; media and communication transformation > Aspects of communicative behaviours in individuals > Individual vs mass communication > Interdependence of media, communication and the public > Analog vs digital communication > Media constructing reality > Public attention versus media attention > Emergence of virtual puplic spheres > Relevance and significance of visualization in journalism and PR > Overview of specific/particular communicative content
Communication Sciences: Aspects and Prospects | Lecture (VO) | Coursecode: 180593105 Media History/Media Evolution/Media Perspectives 3 SWS 4 ECTS
Information and communication constitute basic human needs. Thus, this lecture looks at Austrian and internaltional mass media by adopting a historical, chronological, and thematic approach in considering aspects of tradition and innovation, standardization, globalization, international trends, and the interdependency of politics, society, and the media.
Introduction to Journalism and Public Relations | Seminar (SE) | Coursecode: 180593102 Employment Opportunities in the Communication and Journalism Industry 2 SWS 4 ECTS
Students are introduced to the vast range of job roles in journalism, PR and corporate communications, which is particularly important at the early stages of their studies. Thus, they gain insight into interesting and challenging options for a career in a field that is currently subject to radical change. At the same time, they are confronted with PR and journalism in terms of conflict of interest and interdependencies. Guest lecturers from the various fields aid in bringing the lessons to life. Newly created freelance professions and incorporated professional fields that are emerging with the digital age are taken into consideration.
Introduction to Journalism and Public Relations | Lecture (VO) | Coursecode: 180593103 Fundamentals of Public Relations 2 SWS 2 ECTS
• What is PR? • PR definitions • PR practice • PR measures • The Austrian PR industry • Media and PR • PR as part of the communication mix • (International) communication management • PR and society: Corporate Social Responsibility • Industry-specific public relations practices
Introduction to Journalism and Public Relations | Lecture (VO) | Coursecode: 180593101 Journalism Basics 2 SWS 2 ECTS
Students acquire basic knowledge and competences such as research, editing and communication skills with regard to journalism. A further focus is on classic/time-tested and current/up-to-date journalistic texts and examples. Students adopt and apply news values as ethical principles listed by the Austrian Press Council. Their abilities to take a critical stance towards media are developed further and their awareness levels of highly relevant issues such as diversity, heterogeneity, and gender are raised.
Text and Presentation | Seminar (SE) | Coursecode: 180593108 English: News Writing 2 SWS 2 ECTS
News Writing builds on the existing competences of the students. From the beginning on, the students will be working on news writing skills relevant for their future careers. They will learn how to write hard news stories and feature stories.
Text and Presentation | Lecture/Practical (IL) | Coursecode: 180593106 Newsroom: Journalisitic Writing 3 SWS 4 ECTS
Students practise journalism techniques in the context of topic identification, research, copy writing, and processing content. The major focus lies on the acquisition of textual skills and the various forms of journalistic expression such as report, press agency report, breaking/hard news stories both for print and web. As part of the seminar, the students are required to write their own texts.
Text and Presentation | Seminar (SE) | Coursecode: 180593107 PR Lab: Text 2 SWS 2 ECTS
• Text types in PR • Corporate Wording • Good German language skills • Drafting textual work • Introduction to layout
Web Literacy | Lecture/Practical (IL) | Coursecode: 180593110 Communication im Social Web 3 SWS 4 ECTS
Accompanies students in building web literacy skills and strategies (compentencies needed for reading, writing, and participating on the web) through continual/constant content creation (tweets, portfolio-entries) and self assessment of learning processes. Contents: Analysis and reflexion of common questions regarding the Web; Introduction to creation of/building tools for online portfolios; Applications and various types of online portfolios; Showcasing learning outcomes, reflective assessment, and skills gained during studies; Building a strategic foundation for online portfolio management in the upcoming semesters This course seeks to enhance social media literacy skills in order to create and maintain a social media profile that enables successful networking. Contents: Information management - identity management - relationship management; Authentic and dialogual/two-way communication with social media in a professional context; …
Web Literacy | Lecture/Practical (IL) | Coursecode: 180593109 Web Technology Fundamentals 2 SWS 2 ECTS
The following questions and topics are addressed: 1) How do networks work (IP-address, server, router,..)? 2) What is a service provider (and what does it take to build an online presence) 3) Overview of commonly used/prominent coding/markup/scripting languages that shape the web (HTML, PHP, CSS, Javascript, SQL, Python, Perl,...) 4) Minor HTML and CSS applications 5) Blog creation in WordPress (practical application of FTP-Client, phpmyadmin, offline websites development (Xampp), and website backup/migration

2. Semester

Journalism Practice | Seminar (SE) | Coursecode: 180593202 Journalism in Practice 3 SWS 6 ECTS
Discerning opinion and facts is - according to former Guardian Chief Editor Charles P. Scott ('Facts are sacred - comment is free') - a central pillar of quality journalism that is committed to objectivity. This holds true especially in the digital age, which has seen the tabloidization of news. Students are familiarized with various genres within opinionated journalism, such as columns, reviews and commentary in order to produce their own high-quality texts/opinion pieces. This course is centered around narrative techniques in the sense of methods and structure necessary for transforming information into copy that appeals to the reader and develops and practices storytelling skills. Students analyse feature stories and other journalistic texts in terms of descriptive and narrative criteria in order to build effective writing skills based on those insights. Creative writing techniques and craft tips optimize the individual writing process.
Politics, Economics, and Society | Lecture (VO) | Coursecode: 180593201 International Development in Economics, Politics and Culture 3 SWS 6 ECTS
This course deals with cultural, intercultural, economic, and political development in a European and global context. Key terms with regard to Austrian, European and international politics are discussed and put into context with historical and current guidelines alongside cultural, political and economic development.
PR Concept Work | Lecture (VO) | Coursecode: 180593204 PR Concept Work and Analysis 1 SWS 2 ECTS
This course is strategically oriented: The topic is PR techniques of conceptualization, the assignment being the development of a PR concept for a project in cooperation with an external partner to be submitted and assessed in the course of the seminar 'PR-Lab: Creation & Project Management'. Classroom learning is centered around theoretical input, discussions, and analyses of conceptualization techniques and societal change based on practical examples and sample PR concepts. • What is strategy? • Overview of conceptualization techniques in PR • Marketing 3.0 • Environment analysis and analysis techniques • Introduction to research methods for PR processes • Introduction to evaluation processes • Critical analysis of pre-existing PR concepts and case studies
PR Concept Work | Seminar (SE) | Coursecode: 180593203 PR Lab: Creation & Project Management 2 SWS 4 ECTS
Design thinking Project management - basics and budgeting Complexity management
Scientific Methods | Seminar (SE) | Coursecode: 180593206 English: Research-Based Writing 2 SWS 2 ECTS
English: Research-based Writing provides students with an introduction to scientific research and explores the ways of encoding and decoding scientific writing. Students will learn about the requirements for a scientific research process, a scientific writing style in English, and critically analysing scientific articles.
Scientific Methods | Lecture (VO) | Coursecode: 180593205 Introduction to Scientific Methods 2 SWS 2 ECTS
Libraries and library catalogs Quote and documents Literature search, literature review, literature processing Electronic literature search in library catalogs as well as alternative methods of literature review Fundamentals of Statistics Basic concepts of scientific work
Web Content and Design | Lecture/Practical (IL) | Coursecode: 180593207 Content Management 2 SWS 3 ECTS
This course is based on 'Web Technology Fundamentals' and 'Web-Portfolio' in the first semester. Design and development of the students' wordPress blog using WordPress as a content management system is explored and further developed. (Webdesign -> Plugins, Themes, HTML and CSS-skills are trained and deepened). Security issues are highlighted as to which setup/configurations/measures are fit to protect one's web presence against attacks. Short presentations are supposed to provide an overview of the numerous CMS and the latest trends. The question of usability of websites is addressed and web presence is assessed against Steve Krug's principles. Thus, sound judgement of the possibilities and the benefits is encouraged.
Web Content and Design | Lecture/Practical (IL) | Coursecode: 180593208 Images and Pictorial Editing 2 SWS 2 ECTS
Photography basics (shutter speed, f-stop, focus, white balance/color temperature), camera technology (mobile phone vs. system camera vs. digital single lens - pros and cons of the systems), basics of pictorial design involving daylight and artificial light, image processing of pixels in JPG and RAW file formats (pros and cons of shooting RAW/RAW format), introduction to montage and manipulation of pictures (including picture analysis) by means of Adobe Photoshop. 'Non-destructive workflow'- What is it and how to work according to this principle.
Web Content and Design | Seminar (SE) | Coursecode: 180593209 Newsroom: Web-Publishing 2 SWS 3 ECTS
Based on the project work 'Newsroom: Journalistic Writing' in the first semester, this course teaches basic journalism skills and competencies in an online environment. Link journalism and writing for the web as well as creating content (including copy and pictures) for the web to be further distributed via social media networks are part of the syllabus. Moreover, the students are introduced to key roles and internal procedures in online newsrooms and gain experiences through project work in the field of community journalism, editorial management, and quality management. Their social skills are enhanced through cooperation with external partners and teamwork with their peers. This experiental approach facilitates the understanding of journalism as a multi-facetted communication process with citizens, readers and users alike.

3. Semester

Applied Empirical Social Research | Lecture/Practical (IL) | Coursecode: 180593309 Applied Empirical Social Research 2 SWS 5 ECTS
In correlation to a tangible research project students are exposed to quantitative and qualitative methods on the one hand, as well as specific fields of applications suitable for empirical social research on the other hand. The syllabus contains Edition of online surveys Basics and core terminology Fundamentals of data interpretation and data analysis Scientific writing skills
Media Theory and Analysis | Lecture (VO) | Coursecode: 180593302 Converged Media Workflow 2 SWS 2 ECTS
The digital age has not only changed journalism but it also poses challenges in terms of editorial processes and organizations as well as business models of media companies. Lecturers with editorial (management) background share their expertise with students, who gain insight into organizational alignment in media houses in response to ongoing societal and economic changes. Furthermore, the students gain in-depth knowlegde of advertising and marketing strategies for building readership.
Media Theory and Analysis | Lecture (VO) | Coursecode: 180593301 Media Theories 3 SWS 4 ECTS
Introduction to leading media theories - mainly postmodernist - and evaluation of their relevance with regard to current media and communication scenarios. Critical reflection of theses and theories by Habermas, Sontag, McLuhan, Luhmann, Castells, Flusser, Kittler, Virilio among others.
Multimedia Journalism | Lecture/Practical (IL) | Coursecode: 180593304 Audio and Video Production 5 SWS 5 ECTS
Students acquire knowledge regarding sounds and moving images. Video and audio production skills are facilitated through project work ideally realized with real-life partners and classical interviews. What are the similarities and differences between a video camera and a photographic camera? What importance does audio/sound play in video projects? What sort of recording devices are there for recording sound only and what sort of microphones are used on which occasion? All students are introduced to video- and sound editing. Which images can be edited and sequenced? What needs to be considered before editing? Which formats and codecs are currently used? Which audio-and video- standards does professional production require? How do you plan a video project? What does a complete production workflow look like? What equipment is necessary? Numerous questions are worked out and answered in teams engaged in a larger project.
Multimedia Journalism | Seminar (SE) | Coursecode: 180593303 Newsroom: Reportage Writing 1 SWS 4 ECTS
Project work in 'Newsroom: Reportage Writing' draws on writing skills gained in semesters 1 and 2 and builds competencies to enhance storytelling in the context of 'long-form' journalism. The question of which environment and conditions require long and 'slow-paced' texts both online and for print is crucial in terms of reader appeal. Students work on effectively writing a reportage/feature story as well as visual storytelling, which demands a refined style and knowledge about historical and structural attributes. Furthermore, the focus is on learning the ropes of reportage writing in a multimedia environment on the web. At the end of the course, the students should be able to autonomously write a publishable high-quality report.
Multimedia Journalism | Lecture (VO) | Coursecode: 180593305 Protection of Privacy 1 SWS 2 ECTS
User profiling and metadata, weak spots for unauthorized access to data, key encryption methods, especially public / private key encryption, secure e-mail exchanges and chats, Anonymous navigation in the net, data security and mobile communications, protecting data , legal aspects of data protection Knowledge acquired: 1. Knowledge of security risks, especially for investigative working journalists and their informants and for communicators of companies in sensitive areas 2. Basic knowledge of techniques for data security and data exchange, especially of cryptographic techniques 3. ability to continue own training in this area
Strategic PR | Seminar (SE) | Coursecode: 180593308 English: Campaigning 2 SWS 2 ECTS
Campaigning focusses on Public Relations. The students will learn how to use authentic language in written and spoken discourse (eg. news release, fact sheets, backgrounder, interviews, speeches).
Strategic PR | Seminar (SE) | Coursecode: 180593307 PR Lab: Planning, Evaluation and Analysis 2 SWS 4 ECTS
Implementation and analysis of a complex PR project
Strategic PR | Lecture (VO) | Coursecode: 180593306 Strategic Corporate Communication 1 SWS 2 ECTS
Internal communication Employer branding Crisis communication PR-Campaigns Corporate Social Responsibility Public Affairs

4. Semester

Data Analysis | Lecture/Practical (IL) | Coursecode: 180593404 Data-driven Analysis Methods 2 SWS 2 ECTS
This course comprises of two complementary domains: The lectures explore the field of data science from a social science and a technical research perspective. The focus is on the history, methodology, policies, and epistemologies of data science. Besides, aspects such as technology assessment, privacy and anonymity are considered. Training modules are concerned with quantitative analysis approaches with a special emphasis on descriptive statistics and social network analysis - two domains of central importance in editorial and PR departments.
Data Analysis | Lecture/Practical (IL) | Coursecode: 180593405 Scripting & Coding 2 SWS 4 ECTS
Data analysis skills are imparted in combination with 'Data-driven Analysis Methods' in the same semester. The course is part of a sequence of courses 'Web Technology Fundamentals' (first semester) and 'Introduction to Content Management Systems' (second semester). 'Scripting and Coding' not only teaches coding, but also data acquisition and analysis techniques that require low coding effort. Big data processing demands acquiring a basic grasp of coding, which is the main objective of this course.
Public Media | Seminar (SE) | Coursecode: 180593403 English: International Media 2 SWS 2 ECTS
International Media deals with the print and online media not only in the Anglo-American culture but also in an international, global environment. The students will analyse English texts in terms of intentions, stereotypes, and perception of intended audiences.
Public Media | Seminar (SE) | Coursecode: 180593402 Media and Society 3 SWS 8 ECTS
Interdependencies of media and society; transformation of media vs. societal change; representation of individual and collective forms of communication; outline of selected questions in the context of media and communication; scientifically sound approaches to media criticism; fundamental ethical principles of communication and the media
Public Media | Lecture (VO) | Coursecode: 180593401 Media Law 2 SWS 2 ECTS
The course provides essential juridical basis for communication professionals. Priorities are: - Fundamental rights conflict between media freedom and privacy protection - Editor's autonomy, attitude protection and other media privileges - Photojournalism and Law - Copyright and Copryright law - Lobbying Act - Media transparency
Field Digitaler Journalismus:
Digital Journalism 1 | Seminar (SE) | Coursecode: 180593406 Data Journalism 4 SWS 6 ECTS
This course deals with theoretical and practical approaches to the field of 'Data Journalism'. The lectures examine the history and current trends in data journalism. Differences between theory- and data-driven practices are worked out, interdisciplinary collaboration and routines in newsrooms are illustrated, and related fields (investigative journalism, open data, freedom of information, information visualization among others) are discussed. The practical sessions are concerned with the various phases of the production processes in a data journalism project: topic identification, data acquisition, -exploration, -visualization, -publishing. On the one hand, the students are supposed to apply their knowledge on a topic of their choice, on the other hand they are sensitized for the field and practices of data journalism and its methodologies.
Digital Journalism 1 | Seminar (SE) | Coursecode: 180593407 Online Magazine Journalism 4 SWS 6 ECTS
Students are taught how to strategically conceptualize, create, and proactively maintain a professional multimedia weblog for targeting specific groups. Practically relevant insights on editorial selforganization, community building, cooperation and reputation management, as well as integration of current web-specific forms of presentation/genres are partly provided by guest lecturers. In addition to journalism competence the students are equipped with project management and entrepreneurial self-efficacy.
Field Onlinekommunikation:
Online Communication 1 | Seminar (SE) | Coursecode: 180593409 Content Strategy 4 SWS 6 ECTS
Functions and types of enterprise content Content related business problems Introduction into the discipline of content strategy Content strategy vs. Content marketing, internal communication and PR The cyclical process of content strategy: Analysis (including content audits, SEO, UX research) – message architecture and conception – implementation (including work flows, content distribution and monitoring) Typical tasks of content strategists: Content engineering – content design – change management
Online Communication 1 | Seminar (SE) | Coursecode: 180593408 Integrated Communications 4 SWS 6 ECTS
Principles of brand communication Integration of various disciplines Visual branding International communication

5. Semester

Innovation and Media Evolution | Lecture/Practical (IL) | Coursecode: 180593503 Media Trends 2 SWS 5 ECTS
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.
Innovation and Media Evolution | Lecture/Practical (IL) | Coursecode: 180593505 Online Monitoring and Opinion Mining 2 SWS 2 ECTS
The rise of online media in general and social media in particular has enhanced the possibilities for monitoring of user date, consumer behavior and communication. This allows for analysis and predictions which aid strategic decision making and pragmatic communicative measures. Moreover, textmining facilitates analysis of specific group-related values and attitudes. This course explores state-of-the-art applications for these areas including PR.
Innovation and Media Evolution | Seminar (SE) | Coursecode: 180593504 Preparatory Seminar for the Bachelor Paper 1 SWS 2 ECTS
Media Economics and Entrepreneurship | Seminar (SE) | Coursecode: 180593502 English: Global Communication and Negotiations 2 SWS 2 ECTS
English: Global Communication and Negotiation deals with using English in the globalised world. Students will learn about the relationship between language and culture, evaluate the effect of cultural noise, learn about cultural differences in body language and its effect, and discuss the role of international English
Media Economics and Entrepreneurship | Lecture/Practical (IL) | Coursecode: 180593501 Media Economics and Entrepreneurship Competencies 4 SWS 6 ECTS
This course covers economics basics, points out aspects of media management at a macro and a meso level and provides an introduction to entrepreneurship. On the basis of basic micro-economic concepts such as supply and demand, market and market function, price, pricing and competition, macro-economic basics such as business cycle indicators are explored. Hence, the media industry is discussed in terms of economic particuliarities, reasons for market failure and market conditions in relation to business strategies. Entrepreneurial as well as project management skills are at the center of the micro level of media management. The following topics are dealt with: business plan, corporate decisions, financing, creativity techniques and corporate culture, innovation and innovation processes, idea generation, corporate strategies and goals, and project management (objectives/milestones, deliverables/scope, schedule, leadership/stakeholders, …
Field Digitaler Journalismus:
Digital Journalism 2 | Seminar (SE) | Coursecode: 180593507 Mobile Reporting 3 SWS 5 ECTS
Due to public access to mobile end devices, the development of faster delivery systems/transmission technologies and professional apps for creation, editing and transmission of multimodal content, production conditions for journalist have changed drastically. Simultaneously, user expectations have shifted. Journalists remotely report, produce copy, pictures and videos, offer streams and share content via social networking sites in real time using their smartphones. Coverage in a 'live ticker' has become a classic instrument of journalism. Students are familiarized with the unprecedented mobile possibilities and the significance of geo data and locative media. They gain experience using the latest mobile technologies and apps.
Digital Journalism 2 | Seminar (SE) | Coursecode: 180593506 Newsroom: Project 4 SWS 8 ECTS
In this innovation workshop teams of students create their own innovative media projects. They are responsible for strategic positioning, choice of media and topic, design, journalistic realization, business plan and budgeting as well as marketing strategy and presentation. External and internal experts are at hand for providing support and coaching.
Field Onlinekommunikation:
Online Communication 2 | Seminar (SE) | Coursecode: 180593508 Corporate Publishing 3 SWS 5 ECTS
The potential of corporate publishing - development, boom? Success factors and measuring success Creation of a CP project from concept to completion Budgeting Focus integration of editing and design Multimedia and web publishing
Online Communication 2 | Seminar (SE) | Coursecode: 180593509 PR Lab: Project 4 SWS 8 ECTS
The innovative PR project is the final one in a row and is subject to formative assessment: small teams of students work on a project with external partners and continuously evaluate both the teamwork and the process.

6. Semester

Bachelor Paper | Modul/Final Examination (FA) | Coursecode: 180593605 Bachelor's Exam 0 SWS 1 ECTS
Bachelor Paper | Bachelor's Thesis (BA) | Coursecode: 180593604 Second Bachelor Paper 1 SWS 9 ECTS
Development of an own project, which is thematically based in the internship. The project combines scientific theory with practical work. Both have to be presented as Second Bachelor Paper.
Bachelor Paper | Seminar (SE) | Coursecode: 180593603 Seminar Accompanying the Second Bachelor Paper 1 SWS 2 ECTS
This course accompanies the writing process of the second bachelor paper in terms of planning, writing and research methods. It is offered by different lecturers and focuses on the discussion of topics, concepts and realization. Students receive constructive feedback regarding the presentation of the current stage of their pre-writing process in small groups.
Work Placement Semester | Practical (PR) | Coursecode: 180593602 Compulsory Placement 0 SWS 17 ECTS
Three month placement with professional standard. Students can choose among editorial offices, media agencies, or similar study-related placements in media companies, PR agencies or PR departments in companies or organizations in order to put knowledge gained into practice. They are supervised by professionals in their field, who provide the interns with adequate feedback regarding job performance and project work. In addition, students reflect on placement outcomes at their institute. The goal is to enhance employability via placement, which adds another practical dimension to their portfolios to round out skills and knowledge gained in their studies.
Work Placement Semester | Seminar (SE) | Coursecode: 180593601 Seminar Accompanying the Placement 1 SWS 1 ECTS
Students ar required to report regularly about their placement concerning their work, their learnings and critical reflections. At the end of their placement they have to present publicly.