Cross-platform Content and Media Strategy (E)

None

This course provides students with core skills in media design and communication strategy. Topics such as effective navigation and the strategic handling of an increasingly fragmented, constantly changing media landscape, the social and economic implications of technical developments. 

Media analyses, case studies and their discussion and evaluation are used to develop strategies for innovative media campaigns that place new forms of storytelling, the development of visual imagery and identities above purely formal aesthetic considerations.

Further content:

• experimental media formats
• dialogue-oriented messaging
• public discourse and social media - opportunities for intervention, participation and interaction
• use of areas of tension and potential in relation to analog and digital media formats

Students gain the necessary skills to communicate ideas and content coherently across a variety of media channels and platforms. 

Students will learn how to design media to convey information clearly and persuasively. They will gain an understanding of the conventions and practices of content design and explore the history and context of its development in the advertising, PR and branding industries. 

Students will have a clear understanding of the more agile use of online platforms and their affordances 

Students can analyze and productively use the influence of design theories on the production of media content.  

Students learn to independently identify deficits in their design skills and to acquire the necessary technical skills via provided online resources, knowledge communities and digital platforms to ensure industry standards in publishing and visual communication.

Exercises, teamwork, individual and team coaching, guided online learning 

Exercises, immanent examination character  

None

• Lindgren, Jacob (2018): Extra-curricular: On and around the topic of self- organized learning, curriculum, experiments, and alternatives in graphic design education  
• Blom, Philipp (2020): Das grosse Welttheater. Von der Macht der Vorstellungskraft in Zeiten des Umbruchs. 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 event with compulsory attendance; Online course - without recording; Accompanied learning on ILIAS