Public Communication

Modultitel Englisch | Lecture (VO) | Coursecode: l240049109

Language of instruction German

Communication ethics

3.00

ECTS

1.00

SWS

Fundamentals of business and communication ethics International codes for communication management National practice Analysis of case studies

Modultitel Englisch | Lecture (VO) | Coursecode: l240049108

Language of instruction German

Legal aspects in communication management

3.00

ECTS

1.00

SWS

The lecture serves to impart basic legal skills in the use of information and communication technology. On the basis of judged cases, the basics of data protection law, e-commerce law, copyright law, media law and computer criminal law as well as internet governance and the topic of “fundamental rights and the internet” are taught.

Online – Offline | Lecture/Practical (IL) | Coursecode: l240049104

Language of instruction German

Social media for communication professionals

4.00

ECTS

2.00

SWS

Social media definitions; differences between social media and mass media Social media as a component of the WWW and its relationship to other forms of online publication on the web Overview of the history of social media, platforms and important current trends Use of social media in communication (exemplary) Characteristics and prerequisites for successful social media communication Social media monitoring: tools and strategiesSocial media definitions

Presentation and communication | Lecture (VO) | Coursecode: l240049105

Language of instruction German

Concept and strategy in the communication process

3.00

ECTS

2.00

SWS

1. disciplines in communication management 2 The strategic process 2.1 Research 2.2 Target development 2.3 Stakeholder orientation 3. conceptualization techniques 3.1 Creativity techniques 3.2 Strategic consolidation 4. evaluation techniques1. Disciplines in communication management 2 The strategic process 2.1 Research 2.2 Target development 2.3 Stakeholder orientation 3. conceptualization techniques 3.1 Creativity techniques 3.2 Strategic consolidation 4. evaluation techniques1. Disciplines in communication management 2 The strategic process 2.1 Research 2.2 Target development 2.3 Stakeholder orientation 3. conceptualization techniques 3.1 Creativity techniques 3.2 Strategic consolidation 4. evaluation techniques

Presentation and communication | Seminar (SE) | Coursecode: l240049103

Language of instruction German

Effective Public Speaking

2.00

ECTS

1.00

SWS

Talking about your Company: The Elevator Pitch Talking on Behalf of your Company: Acing the Public Statement Public Statement Practice and Assessment

Presentation and communication | Lecture/Practical (IL) | Coursecode: l240049102

Language of instruction German

Rhetoric, presentation and representation

5.00

ECTS

3.00

SWS

Rhetoric, voice, (body) language The public appearance Statements in front of an audience/the media Presentation of different communication content in media/public situations/settings Representation of companies/organizations/institutions (spokesperson function)Rhetoric, voice, (body) language

Presentation and communication | Seminar (SE) | Coursecode: l240049106

Language of instruction German

Storytelling

3.00

ECTS

2.00

SWS

Storytelling is presented as a promising technique for public communication – both in the media, politics and in the form of brand communication in business. 1. basic narrative techniques 2. language and writing skills 3. media-convergent storytelling 3.1 Networked, multimedia storytelling 3.2 Social narrativesStorytelling is presented as a promising technique for public communication – both in the media, politics and in the form of brand communication in business.

Presentation and communication | Seminar (SE) | Coursecode: l240049107

Language of instruction German

Visual communication

5.00

ECTS

3.00

SWS

Theoretical and application-oriented basics of visual communication The portfolio of visual communication (typography/layout/photos/infographics/image/graphic montages/videos/animations/interactive graphics etc.) Communication with visual elements Visual language/image ethics Images/graphics/videos as independent factors of professional communication Positioning of visual elements in different communication processes The visual as the basis of media productionsTheoretical and application-oriented basics of visual communication The portfolio of visual communication (typography/layout/photos/infographics/image/graphic montages/videos/animations/interactive graphics etc.) Communication with visual elements Visual language/image ethics Images/graphics/videos as independent factors of professional communication Positioning of visual elements in different communication processes The visual as the basis of media productions

Socialization | Seminar (SE) | Coursecode: l240049101

Language of instruction German

Study entry phase

2.00

ECTS

2.00

SWS

Communication term – theories and concepts Models of integrated communication Analysis of best practice examples of integrated communication The print market – The radio market – The television market – The web market Reach of Austrian media companies Journalism in Austria Teaching objectives/skills acquisition: Confidence in using e-learning tools and web communication Penetration of the concept of communication Knowledge of the models of integrated communication Basic knowledge of the structure of the Austrian media landscape Concentration and integration processes Role models of Austrian journalists

Modultitel Englisch | Seminar (SE) | Coursecode: l240049203

Language of instruction German

Gender and Diversity

3.00

ECTS

2.00

SWS

1. basics and methods of cultural studies 2. basic concepts of the diversity discourse (identity, discrimination, culture, gender, age, etc.) 3. diversity as a strategy in public communication 3.1 Diversity management 3.2 Ethnic media, ethnic marketing 3.3 Gender-equitable media design1. Basics and methods of cultural studies

Modultitel Englisch | Lecture/Practical (IL) | Coursecode: l240049202

Language of instruction German

Media and sociology of communication

5.00

ECTS

2.00

SWS

Interdependencies of D30 communication and society Transformation of social processes Emergence, impact and disintegration of digital public spheres Fragmentation of society as a communicative challenge Community/community/society On the virtualization of society Structures, features and characteristics of a media and information society Media as constructors of reality

Modultitel Englisch | Seminar (SE) | Coursecode: l240049205

Language of instruction German

Media, politics and business in an international context

5.00

ECTS

2.00

SWS

Definition(s) of political communication Actors of political communication Explanatory approaches for the triangle of politics – political PR – journalism Organization- and media-centered politics Americanization, globalization and professionalization of political campaigns Opinion research and politics Historical, media and sociological framework conditions of politics and election campaigns Campaign management Politics and language

Modultitel Englisch | Lecture (VO) | Coursecode: l240049201

Language of instruction German

Multilevel-Governance: Local – International – Global

5.00

ECTS

3.00

SWS

Governing vs. government Communication in modern democracies Public Policy: Shaping and Reporting Modern Public Services: Organization and Implementation Aspects of administrative law (at municipal and national level) Regulatory mechanisms in the international and national context Business activities of the EU representation in Austria

Online – Offline | Seminar (SE) | Coursecode: l240049204

Language of instruction German

Publishing and media production

5.00

ECTS

3.00

SWS

Special features of web design (usability) -media technology -Image editing -Printing technology -Web technologies and publishing tools Acquisition of relevant media design and production knowledge (focus on print and web) Strengthening the ability to autonomously acquire further, possibly necessary technologies Ability to apply the acquired knowledge in the context of an independently conceived (multimedia) web publishing practice project Evaluate and criticise ideas, concepts and solutions (their own and those of others) Acquisition of relevant media design and production knowledge (focus on print and web) Translated with DeepL.com (free version)

Presentation and communication | Lecture/Practical (IL) | Coursecode: l240049206

Language of instruction German

Inter- and intracultural communication

4.00

ECTS

2.00

SWS

Organizational analyses – Market analyses – Cultural theories and models – Getting to know and using intercultural differences – Relationships – Experiences and case studies 1. road map “International PR” 2. reasons for internationalization – Going International – Being International – Waterfall / Sprinkler – Studies 3. market analyses – PEST – Tools & Portals 4. cultures & religions – Overview: Religions of the world – Concept of culture – The trick with the cultural onion (symbols, heroes, rituals) – Culture shock – Theories and dimensions of culture (Hofstede, Trompenaars, Hall) – The Mole Model – Do’s & Don’ts – Experiences / Case Studies / Humorous Experiences

Presentation and communication | Lecture/Practical (IL) | Coursecode: l240049207

Language of instruction German

Presentations, Meetings and Negotiations

3.00

ECTS

1.00

SWS

Basics of oral communication Basic questions: goal, target audience, key message, structure of a presentation Distractions: visual, aural visual aids linguistic forms of expression body language

Modultitel Englisch | Seminar (SE) | Coursecode: l240049303

Language of instruction German

Changing media and digital transformation

4.00

ECTS

2.00

SWS

In-depth reading and engagement with the mechanisms of media change and the accompanying social and social and media transformations

Online – Offline | Lecture/Practical (IL) | Coursecode: l240049305

Language of instruction German

Branding and community building

3.00

ECTS

2.00

SWS

Brand strategies and their definition; brand and identity; Brand accounts in social media; Characteristics of brand communities; Success factors for text, image and media content; Curating user-generated content; Storytelling and developing brand identity through and with communities (crowdsourcing); Dealing with feedback and crises; Employer branding;

Online – Offline | Seminar (SE) | Coursecode: l240049301

Language of instruction German

Campaigning & Advertising

3.00

ECTS

2.00

SWS

Development and analysis of typical campaign elements based on case studies from different areas: NGO campaigns, political PR and election campaigns, marketing and advertising Communication barriers in campaign work

Online – Offline | Lecture/Practical (IL) | Coursecode: l240049304

Language of instruction German

Content Strategy

5.00

ECTS

3.00

SWS

Overview: Development of the discipline of content strategy, tasks of content strategists; The management of organizational content as an interrelated task; Content analysis: including quantitative and qualitative content audits, web analytics; Strategy definition: including stakeholder interviews, user research, definition of tonality and message hierarchies, platform definition, prototyping, content structure and content templates; Strategy implementation: including alignment in the organization, structural and procedural organization of editorial teams, monitoring and feedback, further training.overview: Development of the discipline of content strategy, tasks of content strategists

Online – Offline | Seminar (SE) | Coursecode: l240049302

Language of instruction German

English in Campaigning & Advertising

2.00

ECTS

1.00

SWS

Analysis of international communication concepts Working in international teams Negotiating a desired outcome Collaborating in international teams Presentation of your own concept

Specialization | Lecture/Practical (IL) | Coursecode: l240049306

Language of instruction German

Project planning and realisation

3.00

ECTS

2.00

SWS

– Definition/demarcation/requirements – Project presentation and formulation: objectives, context analysis and delimitation – Performance planning: tasks and task distribution – Scheduling: deadlines and energy management – Cost planning: project budgets and financing – Implementation, management and controlling – Project culture: social events, communication and energy management – Project documentation, financial reporting and sustainability Social skills and communication: – Software support and social media use (MSproject, google+hangouts, basecamp and co) – Virtual collaboration and cloud computing – Leadership – Time management – Meetings / workshops: Presenting / moderating at kick-off meetings, work meetings and discussionsProject management

Specialization | Lecture/Practical (IL) | Coursecode: l240049307

Language of instruction German

Specialization 1: Crisis communication

5.00

ECTS

3.00

SWS

Crisis communication and crisis management Where do crises come from? How do crises arise? Communicating during a crisis Social media and crisis management Preventive crisis communication Key principles of crisis communication

Specialization | Lecture/Practical (IL) | Coursecode: l240049308

Language of instruction German

Specialization 2: Public Affairs und Lobbbying

5.00

ECTS

3.00

SWS

Experts in theory and practice who know public affairs at an international level from an internal perspective will speak about this. Topics: Scope of public affairs Definition of public affairs and lobbying Ethical issues in the context of public affairs and lobbying

Specialization | Master's Thesis (MA) | Coursecode: l240049401

Language of instruction German

Master thesis

22.00

ECTS

0.00

SWS

Realisation of the contents, schedules and objectives agreed in the Master thesis seminar.

Specialization | Lecture/Practical (IL) | Coursecode: l240049403

Language of instruction German

Scientific work, research and evaluation techniques

4.00

ECTS

3.00

SWS

Basic concepts of applied statistics Setting of a research project Questionnaire development and design Definition and definition of the research-relevant target group Online programming of a questionnaire Contacting, addressing and motivating the target group SPSS programming Data transformation Analysing and writing down statistical data using SPSS

Specialization | Seminar (SE) | Coursecode: l240049402

Language of instruction German

Seminar on the Master thesis

4.00

ECTS

2.00

SWS

The concept of the Master thesis is developed and finalised in a separate course in the 4th semester. In addition, timetables, content and resources are structured.