The communications industry needs managers with an overview rather than pure specialists. FHWien der WKW’s master’s program in Communication Management therefore clearly focuses on holistic strategy training.
In the Master’s program in Communication Management at FHWien der WKW, the main focus is on executive education. In addition to a comprehensive education in the area of Leadership & Social Skills (>> read article), the program includes a broad, theoretically based education around the area of Strategic as well as Integrated Communication Management, which enables future managers to find creative solutions for achieving sustainable communication goals in a digitalized world. Graduates know about structures and interrelationships in the media and communication society with advancing digitalization and can thus contribute significantly to corporate success.
Integration instead of separation
The media world offers a multitude of different channels in digital and analog form. As diverse as these communication options may be, the overriding goal is to convey a consistent corporate image across all channels. Students receive the technical know-how for this demanding task in the module “Integrated Communication Management”. Here, different models of Integrated Communication are analyzed, planning concepts are derived and methods of success control are developed. The focus is on integration as a fundamental management task. This is not done without critical reflection and discussion of alternative approaches in the lecture “Critique and Future of Integrated Communication”.
Managing corporate communications’ interactions properly
Corporate communications pursue different goals and have a correspondingly diverse impact on the company, its stakeholders and the environment. The “Strategic Communication Management” module takes this into account. In the sub-module “Communication Strategy”, the interactions between communication strategy, corporate strategy and the environment are therefore examined in detail. In the lecture “Stakeholder Management” the target groups relevant to the organization are analyzed and the application of selected instruments for dealing with them is trained. A special focus on problem solving in connection with daily PR work is offered in the lecture “Issue Management”. Here, students are given the necessary tools to identify and analyze issues relevant to the organization at an early stage and to derive appropriate communication measures. In the sub-module “Communications Controlling”, tomorrow’s communications managers are given the tools they need to quantify the value of communications measures and to carry out and evaluate impact analyses. The “Business Ethics & CSR” module rounds off the strategic training of future communications managers with questions of sustainability and corporate social responsibility.
Climb the career ladder! Prospective students can still apply for a study place by April 4, 2022. All information and the complete overview of the study program can be found here: