PR and communication management

B.A. Business Administration and Management - specialization in PR and Communication Management

Your business studies with a special focus

You will complete a comprehensive business administration course and acquire knowledge in business administration, corporate management, personnel management, marketing, accounting I and II, cost accounting & controlling, investment and financing. You will also study the content and methodological foundations of the related disciplines of law, economics, statistics and mathematics. Business English and knowledge of business informatics round off your profile.

You will also prepare yourself specifically for a particular area of activity in the company in your major field of study!

New challenges in PR and communication

Facebook and Instagram, blogs and forums, TV, radio and the press: The media landscape is getting bigger and bigger in the wake of digitalization, and communication is getting faster and faster. This also increases the challenges for companies, non-profit organizations, associations and the public sector in the competition for reach and attention. The work of PR managers is characterized by choosing the right channel for the respective message, meeting the needs of the target groups and the willingness to change communication in disruptive times. They must be able to keep pace with the rapid developments and, above all, counter the changes in the traditional media landscape with good ideas. In order to meet the far-reaching challenges in marketing and communication, you first need a broad theoretical and scientific foundation that will enable you to underpin your practical work and build on your experience.

Study contents PR and Communication Management

In the PR and communication management specialization, you will learn about the central role of PR and communication in the digital age and develop an understanding of the further development of PR and communication management from the analog world into the digital world. You will understand terms and perspectives in PR and communication management and its historical development, develop strategies in corporate communication and for planning, implementing and evaluating PR measures and communication tasks. The basics of media work and practical, content-driven communication are essential building blocks for dealing with the numerous journalistic text forms in various contexts and using them professionally to formulate the statements of organizations of all kinds and transport them to the target groups.

Study program with high practical relevance

In this specialization, you will gain a basic overview of the most important areas of PR and communication management. You will be able to support relevant processes in practice and design them yourself. You will also learn about the particular challenges in press and public relations work, internal communication and digital communication. Practical relevance is of great importance in order to create direct relevance for everyday professional life. You will learn how to talk to editors about topics and how editorial offices work, how to network PR and communication measures in the best possible way and how to work out unique selling points for positioning. You will also learn how to organize PR and communication management, conceptualize social media measures, identify target group-specific touchpoints and integrate digital communication into an organization's digitalization strategy. Communication in special situations, for example during a crisis, also plays a key role in the specialization.

Possible applications and job opportunities

As a graduate of this elective subject, you will be particularly qualified for marketing and communication-oriented specialist and management tasks in all companies and organizations for which PR and communication are part of their business. This includes, for example, cross-industry work in PR and communication departments of companies, associations, clubs and public institutions as well as corresponding consulting agencies.

You will also find special employment opportunities in areas that focus on digitalization in marketing and communication.

Module coordinator: Prof. Dr. Patrick Peters