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Media Management/Innovation Communication

Media Management/Innovation Communication

The development of new media services is booming – especially in the internet. Everyday new apps, social media platforms, e-learning products and other innovations hit the market. At the same time existing offerings have to adapt to new circumstances, find new niches and target groups.  

This is where the field "Media Management/Innovation Communication" comes in. At the interface between management, marketing, development of technology and media psychology, students learn to create, test, market and manage media products economically successful. Simultaneously, it is about communication and diffusion (dissemination) of new ideas, techniques and scientific insights. All this happens in a dynamic environment that is characterized on the one hand by emergence and convergence (merging) of technologies, media and markets, and on the other hand by growing risk awareness and social cleavage (e.g. digital divide). 

Course Contents

Apart from two orientation modules ("Trends in Media and Communication Science" and "Scientific Work and Empirical Research"), students can choose four specialization modules from an extensive range. This is where theoretical analysis and practical development, marketing and management of successful media products as well as target-group-specific innovation and risk communication are central. The three research modules each comprise two semesters. They are dedicated to e.g. business formation and management (entrepreneurship) or empirical market analysis and product evaluation of media and technological innovations with respect to target group expectations, usability, acceptance restraints etc. As one of the largest media institutes in the German-speaking region, we also guarantee a diversified range in these modules. 

These and further topics are part of our specialization and research modules:

  • Innovative knowledge management in organizations
  • Procurement and production of TV entertainment
  •  E-learning technology and didactics
  •  E-merging media
  •  How to develop a TV format?
  • How do media report about energy topics?
  • Communication of hightech
  • Diffusion of innovations 

Study Requirements

Students fulfill the following requirements:

  • fluent English, spoken and written
  • good basic knowledge of qualitative and quantitative methods of empirical social research;
  • good basic knowledge of media effects research, reception research, product research and communicator research from the perspective of communication science;
  • basic knowledge of project management;
  • basic understanding of technology as well as interest in technological innovations.


  • Technical PR and advertising: Prof. Dr. Jeffrey Wimmer