MA Marketing communication

Insights

Communication is constantly changing - how does the Master’s prepare you for this?

Interview with Prof. Markus Wente Professor for Innovative Communication and Dean of Marketing Communication


Key phrase “Complex markets and networked media”: How would you describe the current situation in the communication industry?

Two important trends are influencing the current situation more than ever before: Globalisation and digitisation. Internationalisation requires, on the one hand, that content can be understood globally. Due to increasing individualisation of societies, however, there is a desire for “tailor-made” content. Digitisation of communication processes continues to influence the form and content of material. Recipients are involved in a credible and far-reaching expansion of information. In the past, “the story” had a beginning and an end - today, both can be told by the recipient.

 

How important are new forms of communication and trend research?

With new forms of communication, it is, first of all, important to define the requirements of the communication process, which effect the relevance of the medium for the recipient. Trend research provides important information about the “shelf life” of new forms of communication. Due to increased innovation pressure in the communications industry, new forms of communication are always under threat from short-lived phenomena. All those involved in the process are constantly required to update their media skills. With regard to life-long learning processes, this is certainly positive.

 

What do “innovative communication concepts” and ideation mean?

Innovative communication concepts primarily centre on the communicating recipients. Using dialogue-based structures of communication, e.g. with help from social media, companies should listen carefully to what people are discussing with one another.
“Ideation” is a module in the curriculum which we have developed especially for our Master’s students. With practical relevance, this gave rise to an interdisciplinary module which deals intensively with the development of creative communication strategies. Skills in the field of innovation and design management are also acquired.

 

How can Master’s students prepare for the industry?

The industry itself is very differentiated. Due to the openness towards students studying different subjects, our small teaching groups create a very productive and interdisciplinary study situation. The career aims of our MA students are very different, depending on their first degrees. Talent can be individually encouraged with intensive collaboration between students and teachers.