Research in the Study Programs

Communication Management, Journalism & Media Management, Marketing & Sales Management

Research Focus

The research focus of the Study Programs Communication Management, Journalism & Media Management, Marketing & Sales Management is on how digitalization influences core fields of professional communication (i.e., communication management, journalism and media management, marketing and sales management) on the on the micro- (individual user practices), meso- (professional functions and modes of organizing) and macro-level (markets and publics).

In particular, our research deals with two core challenges

  • The impact of digitalization regarding professional practices in the above mentioned fields, in terms of shifting perceptions of roles and skills, goals and strategies, as well as workflows and resources.
  • The impact of digitalization on mutual attitudes and relationships at the business-society-interface, in particular processes of image and option formation, which we investigate using web-based methods.

Research in the Study Programs

Journalism & Media Management Study Programs

Research in the Journalism & Media Management Study Programs deals with changes in journalistic practices through processes of digitalization. Young aspiring journalists need to understand the impact of digital transformations on journalism. In our research, we are focusing on competence requirements and role concepts (self-images and public images), new forms of news production and their contents as well as institutional changes.

Communication Management Study Programs

Research in the Communication Management Study Programs focuses on the three main research areas of FHWien der WKW from a communication perspective:

  • In the area of strategy, we are interested in the prerequisites of communication strategy formation under conditions of increased flexibility and limited predictability;
  • in the area of Corporate Social Responsibility (CSR), we are interested in the conditions of coupling and decoupling between CSR communication and related practices;
  • in the area of digitalization, we examine content-related and algorithmic drivers of new forms of inequality and resistance in digital communication networks.

Marketing & Sales Management Study Programs

Research activities at the Marketing & Sales Management Study Programs are strongly connected to the Web Analytics Lab, which enables the application of psychophysiological methods (eye tracking, face recognition and galvanic skin response). The focus is a) on questions regarding the perception of digital advertising content and its image-building effects as well as on psychophysiological analysis of communication in sales, and b) on the semantic analysis of digital content, mainly user-generated content (UGC).

Publications & Presentations

The research results of the Study Programs Communication Management, Journalism & Media Management and Marketing & Sales Management are published in various forms:

  • presentations at scientific conferences
  • publications in compilations
  • monographs

You can find the publications & presentations of our employees here.

Publications & Presentations

Project funded by MA23 der Stadt Wien

Gefördert von MA 23 Stadt WienCity of Vienna Competence Team for the Digitalization of Communication (Project durationt: 01.04.2019-31.03.2022)

The City of Vienna Competence Team for the Digitalization of Communication focuses on enhancing our students’ content-related, methodological-analytical and scientific competences in the field of digitalization in general, and in the fields of algorithm studies, big data & data analytics, hybridization and convergence as well as individualization, in particular.

Communication has become more hybrid, global and dynamic through processes of digitalization, and with this, communication has rapidly changed. We are in an era where the lines between journalism, public relations, marketing and commerce are blurred. In some cases, the manifold processes of digitalization call existing programs and principles into question. In light of the ongoing and rapid technical, (behavioral) economic and content-related transformation of communication and thus of the markets, the City of Vienna Competence Team for the Digitalization of Communication focuses on developing new teaching methods and content for our students.