Study Program
Developing leadership, networking, and strategic abilities to operate in the field of communications in the age of digital media:
Highlights
- Digital communication, storytelling, and AI utilization
- Issues management, crisis communication
- Media training, personal online presence, and online facilitation
- International short-term program opportunities (virtual or abroad)
Education at the highest level
The Master’s Degree Program in Communication Management is accredited and certified by:
IAA (International Advertising Association AUSTRIA CHAPTER)
PRVA (Public Relations Verband Austria)
Organization
Type of degree program
Part-time (PT)
Blocked:
Wed: 18:30–21:45
Thur/Fri: 17:30–21:45
Sat: 8:30–16:30; one block week per semester
Language of instruction
German (some modules in English)
Study-abroad semester
In the 4th semester possible at partner universities
Alternative option: Short-term mobility offers
Academic year
September until June
Place of study
wko campus wien, Währinger Gürtel 97, 1180 Vienna
(U6 metro station Währinger Straße/Volksoper)
30–40 % distance learning
Application
Information events
To the dates of the information events
Admissions procedure
- Deadlines & Dates
- Admission requirements Master’s Programs
- Specific admissions procedure MA Communication Management
Costs
€ 363.36 per semester (excl. Austrian students’ union fee)
Brush-up courses
Focus & Qualifications
- Strategic communications management with a focus on data-based and digital communications
- Clear focus on integrated communications management, i.e. networking of all analog and digital communications measures (internal/external)
- Sustainability and ethics in communications
- Dealing with transformation processes on a global level incl. change management
- Team and leadership skills such as leadership communication, conflict management and negotiation training for a complex, digital working world
- High practical relevance through projects with exciting companies
Business field project with VGN Medien Holding
The VGN Medien Holding commissioned our Master’s students from the Communication Management study program to move away from topics and toward communities. The goal was to reposition the company in the highly competitive media market.
Business field project with ratiopharm
Ratiopharm’s clear assignment to our master’s students in Communication Management was to design communication strategies for the pole position in the highly competitive generics market.
Curriculum
The program focuses on sustainability and digitalization, with AI integrated throughout.
| Module | AI focus |
ECTS |
| Strategic Communication Management 1 Stakeholder Management & Corporate Listening, Public Relations, Communication Strategy, Communication Controlling |
AI tools in Controlling | 6 |
| Strategic Communication Management 2 Fundamentals of Integrated Corporate Communication, Agility & Polyphony in Corporate Communication, Evolution of Integrated Corporate Communication |
AI in integrated communication | 6 |
| Digital Communication & Storytelling Digital Communication Strategies, Digital Change, Digital Communication Case Study |
„Digital Disruption“ (e-commerce, Industry 4.0, Smart Home, AI, robots etc.), Challenges in professional communication causes by AI | 6 |
| Responsible & Sustainable Business Communication Ethical Decision Making, Responsible & Sustainable Business Communication |
6 | |
| Leadership Skills 1 Welcome to FHWien der WKW, Negotiation Skills & Argumentation, Personal Online Presence, Conflict Management |
AI and authenticity: staging vs. setting the scene | 6 |
| Module | AI focus |
ECTS |
| Strategic application fields of public relations Issues Management & Crisis communication, Public Affairs & Investor Relations |
6 | |
| Internal Communication & Human Capital Internal Communication, Corporate Culture & Change Management, Human Resource Management, Employment Law |
6 | |
| Strategic Marketing Brand Management & Development & Content Strategy, Strategic Marketing & Performance |
Using ChatGPT, Midjourney among others for content creation | 6 |
| Business Field Project 1 Market Research, Concept Creation, Budgeting and Media Planning |
6 | |
| Communication & Management Research 1 Research Standards & Design, Qualitative & Quantitative Methods, Experimental Design – Web Analytics Lab |
Web Analytics Lab: using AI technology for emotion measurement | 6 |
| Module | AI focus |
ECTS |
| Strategic Transformation in Global Markets Strategic Change, Microeconomics of Competitiveness |
6 | |
| Leadership Skills 2 Leadership Communication & New Work, Online Facilitation, Media Training |
6 | |
| Data Based Communication Integrated Marketing Communication & Customer Centric Marketing, Performance in Marketing & Communication, Data and Ethics as the Basis of Digital Communication Planning |
Technology Driven Marketing, AI in Marketing and Communication, Performance Measurement and KPIs, AI and Ethics, AI in PR and Communication | 6 |
| Business Field Project 2 Market Research, Concept Creation, Specialization, Immaterial Property, Media and Data Protection Law |
Web Analytics Lab (AI technology for emotion measurement) depending on the assignment | 6 |
| Communication & Management Research 2 Application of Methods, Coaching of Methods |
6 |
| Module | ECTS |
| Entrepreneurial Business Skills & Communication Discourse with investors, business plan: structure, sales & financial planning, preparation & presentation – investor pitch |
6 |
| Master‘s Thesis | 18 |
| Master‘s Examination pursuant to § 16 FHG |
6 |
Quotes of graduates and lecturers
In an increasingly complicated world with ever-changing challenges and opportunities, communications specialists that keep an overview and act strategically and networkedly are required. You will create strategies and develop innovative solutions as part of this degree program to accomplish the communication aim effectively, data-based, morally upstanding, and sustainably in a digitalized environment. You will significantly contribute to the company's success in this way.
With its multifaceted curriculum, the Master's program in Communication Management creates the ideal basis for a rapidly changing environment. I found the combination of strategic communication, soft skills and the strong practical relevance particularly valuable. The different disciplines prepared me well for my current job, where I am required to think about topics holistically and thus for internal and external channels.
An understanding of the entire directory of communication is more important today than ever before. The Master’s program focuses the interlinking of on- and offline channels and has helped me in my daily work. Only an integrated view of communication is sustainable in the long term.
Jobs & Career
Managers with an overall perspective are more sought-after than pure specialists in the rapidly evolving realm of digitization. You will receive training to become a communications professional with leadership abilities and a strategic view of holistic, integrated communications in accordance with the needs of the professional sector. The program’s high level of practical applicability also gives you the best support possible when you start a job that involves management and leadership responsibilities in the following illustrative areas:
- Corporate Communication
- Public relations, PR, press and media relations
- Digital and data based communication (social media, influencer communication, content marketing, etc.)
- Internal communication, employer branding, change communication
- Sustainability communication
- Issues/crisis/change management, investor relations
- Marketing and advertising (online/offline) with focus on market communication
- NPO/NGO/GO communication
- and much more
Application
Curious about our study program? Inform yourself about the requirements and the admissions procedure at FHWien der WKW.