Marketing & Communication Management FT
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Media Theory

level of course unit


Learning outcomes of course unit

The students are able to remember central aspects of the history of media and understand definitions of media. In addition, the students know media theory positions, can classify them and can reflect them critically. They also apply this theoretical knowledge to the analysis and discussion of media situations. The function and effect of the media is conveyed, clarified and explained on the basis of different theoretical approaches.

prerequisites and co-requisites


course contents

In the introductory course in the field of media, the areas of history, development and mode of action are addressed above all, and, building on the standard works of media theory, both individual and mass media are dealt with. The topics are presented through central positions of relevant media theorists - this circumstance promotes the students’ independent academic approach with the aim of understanding various media theories, critically reflecting on media developments and being able to apply the results in practice in both corporate communication and marketing. The following categories are the main teaching contents:
•Media history and definitions
•Significance of technology-based media (new/digital media)
•Media theories according to Marschall McLuhan, Lev Manovich, Niklas Luhmann

recommended or required reading

•Böhn, A., and Seidler, A. (2008). Mediengeschichte: Eine Einführung. Tübingen: Narr Verlag.
•Hartmann, F. (2008). Medien und Kommunikation. Stuttgart: UTB.
•Mersch, D. (2009). Medientheorien zur Einführung. Hamburg: Junius Verlag
•Manovich, L. (2002). The language of new media. Cambridge, Mass.: MIT Press.

assessment methods and criteria

written exam

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number of ECTS credits allocated


eLearning quota in percent


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planned learning activities and teaching methods

Lecture, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


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English version will be available soon

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