Cross-media communication

None

• Media channels and platforms, their laws, measurement parameters and reach
• Methods of cross-media marketing (customer journey)
• Campaign planning and implementation
• Target group research and audience development
• Multi-sensory target group approach
• Perspectives on the attention economy
• Conception and design of audiovisual content for online and mobile media.
• Development of multimedia prepared content for digital platforms and devices (smartphone, tablet, computer and other networked screens)
• Application of media dramaturgy to non-fictional content
• Conception, production and publication of audiovisual online media content
• The students are empowered to experiment with new digital narrative forms (postcast, videocast, webcast).
• Audiovisual skills: Technical, creative and narrative skills in the production of video, audio and photo content for online media
• 2-D animation and coding, creation of websites, content management systems

• The students can assess the challenges of a cross-media campaign and its potential for impact
• They know about the target groups and how they can be reached.
• They are able to plan, implement and evaluate cross-media measures and campaigns.
• The students are able to produce audiovisual content (video / moving image, information visualization and animation) with the help of audio and video technology as well as software tools.
• They are familiar with storytelling techniques and can tell stories across platforms (storytelling for audiovisual media formats, web documentation, podcasts, animations and social media content)
• They are able to develop interactive narrative formats.
• They are able to observe developments and trends in the communications industry and to reflect them critically.

Lectures with presentations, exercises, teamwork, individual and team coaching

Project in a team, reflection work (individual)

None

• Blom, Philipp (2020): Das grosse Welttheater. Von der Macht der Vorstellungskraft in Zeiten des Umbrüche. Wien: Paul Zsolnay Verlag.      
• Odell, Jenny (2021): Nichts tun. Die Kunst, sich der Aufmerksamkeitsökonomie zu entziehen. München: C.H. Beck.
• Kim, Otto; Köhler, Andreas (2018): Crossmedialität im Journalismus und in der Unternehmenskommunikation. Wiesbaden: Springer Fachmedien.
• Hooffacker, Gabriele; Wolf, Cornelia (2017): Technische Innovationen – Medieninnovationen? Herausforderungen für Kommunikation, Konzepte und Nutzerforschung. Wiesbaden: Springer Fachmedien.
• Schultz, Stefan (2007): Brücken über den Medienbruch. Crossmediale Strategien zeitgenössischer Printmedien auf Unternehmens-, Redaktions-, Inhalts- und Markenebene. Entwicklung eines Theoriemodells und Anwendung dessen auf das Fallbeispiel „Spiegel“. Münster: LIT-Verlag.
• Mahrdt, Niklas (2009): Crossmedia - Werbekampagnen erfolgreich planen und umsetzen. Wiesbaden: Gabler Verlag.
• Plank, Christiane (2011): Public Relations - crossmedial. Bremen: Falkenberg.
• Kracke, Bernd (2001): Crossmedia-Strategien - Dialog über alle Medien. Wiesbaden: Gabler Verlag.
• Boluminski, Jan (2009): Crossmediale Kommunikation. POS-Manager Technology 3.

Face-to-face instruction with mandatory attendance