The Diploma consists of 6 modules in total (12 hours each) with 2 core modules “Corporate and media management” and “Media and innovation”. Participants are required to select 4 out of 6 elective modules that range from “Integrated Marketing Communication” to “Conflict Management” and “Media Economics” recurring to practical examples and exercises in all modules, securing through understanding of real life cases.
Corporate and Media Management: (12 Hours)
The course includes insights into change management, leadership styles and human resource management as well as organizations and media systems.
Participants will become familiar with the definition of change management and types of change, causes for organizational transformation and instruments for change. They will discuss the nature of organizations, their effectiveness and efficiency in general and learn about media systems and communication types in corporations.
The course will further teach participants about various different leadership and management styles, analyzing the relationship between managers and employees and defining the characteristics of a good leader. Additionally, participants will be presented with HR models as well as theories and instruments of motivation.
Media and Innovation: (12 Hours)
The course gives an introduction to the issues of digital media developments, media innovation management for companies as well as social media and media research.
The focus of this module will be on proactive innovation management for media companies as well as corporations from other fields working with new media. This module will include the presentation of media developments in technical terms, their consequences for and required adjustments of workflows as well as the outcome for the individual journalist and media user.
As part of the course, participants will become familiar with the phenomenon of online journalism and marketing in particular with the language, workflow and rigorous demands of Internet publishing.
Participants will acquire in-depth knowledge on current and upcoming digital media technologies and trends relevant to the future of journalism and marketing.
Participants are required to select 4 Modules from the following:
Media Economics (12 Hours)
Media economics is concerned with the changing economic forces that direct and constrain the choices of decision-makers across the media. This course examines the distinctive economic features of media, the relationship between these features and the strategies deployed by media corporations and a range of key forces and issues affecting the economics of the main sub-sectors of mass media.
Within this course the participants will be introduced to media economics while getting acquainted with some basic economic principles. The analysis of the media market will make them familiar with economic approaches of media companies, the characteristics of media products, revenue models and procurement and production strategies of media outlets. Further, specific strategies for TV, online and print media will be discussed theoretically and analyzed through the review of case studies. The course will also give a basic introduction to the principles of business planning and strategic management, scrutinizing strategy options as well as the diverse visions, missions and goals of corporations. Furthermore the students will learn which organizational concepts are most suitable in the media and communication sector.
Integrated Marketing Communication (12 Hours)
This course is designed to be comprehensive for traditional and digital media planning, buying and management. The course explores the implications of working within different channels, tools and where digital media fits into your overall media mix. Learn about the differences between direct response versus brand strategies, metrics and measurement approaches and how to optimize campaign performance. The course helps to understand when and how to utilize the different research resources and marketing technologies. The course provides an integrative approach to the study of the marketing communication mix. Students will learn how new technologies have impacted the marketing environment, consumers, and the elements of the marketing mix, and explore implications for a company's marketing plan.
Managing of International Communication (12 Hours)
This course explores major theories concerning international communication flows, processes and effects of globalization and global media, issues of new communication technologies, the rhetoric and media framing of global politics and culture; crises and global environmental issues, international marketing, public relations, public diplomacy, national and cultural sovereignty issues. The course highlights international corporate communication dealing with cross-culture communication with corporate functioning in international environment.
Media Production (12 Hours)
Introduces the types of equipment and technical considerations used in traditional and new media and multimedia production. This course aims at teaching key innovations in technology and how it affects the practice and profession of corporate communication field. Students will be working online and off-line producing traditional production, video and designing the web sites.
Writing Skills (12 Hours)
The module provides a conceptual and practical treatment of the various skills required in writing effectively in the business environment and in the increasingly important online environment. The module emphasizes the growing significance of the Internet as an outlet for news, blogs and other forms of online communication and also assesses the impact of new technologies in the dissemination of news, the changing nature of media internationally and the implications of these changes on the practice of corporate communication. This course introduces students to the new and varied ways to report stories online. Through two main projects, a personal blog and a team-built journalistic web site, students become fluent in the language, workflow and rigorous demands of Internet publishing.
Crisis management (12 Hours)
This course on crisis management offers participants the basics in identifying, preventing, and controlling crisis situations. Crisis management basics, from preparation to training and compliance are discussed, as are various stages of a crisis and strategies of dealing with the media. Clearly identifying the roles and functions of each crisis management team member is essential for the ultimate success of contingency planning, which is also discussed.