Department of Media & Design

Journalism and Public Relations (PR)

My Studies



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 | Integrated course (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 | Integrated course (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.
• 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.
• Information management - identity management - relationship management
• Authentic and dialogual/two-way communication with social media in a professional context
• Twitter as a tool for professional networking
• Media relations and blogger relations
• Monitoring, issues management and crisis communication
• Events in social web
• Product PR
• Non-profit organizations and social media best-practices
Web Literacy | Integrated course (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 | Integrated course (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 | Integrated course (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 | Integrated course (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 | Integrated course (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
Corporate Social Responsibility
Public Affairs

4. Semester

Data Analysis | Integrated course (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 | Integrated course (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 Digital Journalism:
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 Online Communication:
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 | Integrated course (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 | Integrated course (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 | Integrated course (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, time management, resource planning and budgetting, controlling & project manual)
Field Digital Journalism:
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 Online Communication:
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
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 | Bachelor paper (BA) | Coursecode: 180593605 0 SWS 1 ECTS
Bachelor Paper | Bachelor paper (BA) | Coursecode: 180593604 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 | Internship (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.