Marketing & Communication Management PT
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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 un-derstand definitions of media. In addition, the students know media theory posi-tions, 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

English version will be available soon

assessment methods and criteria

English version will be available soon

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

English version will be available soon

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Schneckenleitner

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

work placement(s)