IMIM - Executive Master in International Media Innovation Management

The Master’s Program in International Media Innovation Management brings together high-potential employees from the media, information, telecommunication and electronics industries. Students come from up to ten different countries and form interdisciplinary and international teams to solve problems in their own or other companies under the supervision of professionals. The IMIM Executive Master is closely allied with business and based on an up to date and industry-relevant curriculum. In addition to university partners, partner companies from the international media, technology and entertainment business play an active role in shaping the curriculum by presenting real-life assignments in the form of challenges that the students aspire to master.

Project-oriented 'on-the-job training' is accompanied by in-class phases and e-learning. Core skills are taught in seminars and workshops in thematically grouped modules: students learn intercultural skills; leadership and the ability to initiate and implement processes of change in existing structures; financing and controlling; and evaluation of individual projects or whole companies. Furthermore, a basic knowledge of journalism is indispensable for strategically and socially responsible business decisions in media companies.

Program Curriculum

Module 1: Media Economics

This module conveys basic knowledge in the fields of media economics and the history of the mass media. The focus is on recent developments such as digitalization and convergence and the changing role of consumers, who are often producers as well today. What new requirements and demands do media companies face? How can they be satisfied? And how can one develop a business model that supports innovation? How does convergence change the supply chain management and the workflows of classic media companies? Or what new service character does an innovative media product have? Who will continue to pay for it? In this context, the “case study” and “project innovation” methods are introduced and practical projects become an integral part of the course. In the discussion track "Meet the Executive", prominent representatives of the academic and business fields are invited to fireside chats about central topics of the curriculum.

Module 2: The Social Framework

A thorough knowledge of the globalized media society and landscape, and of convergent developments and their ramifications, form the main themes of the second module. For example, how should we approach media policy, media law and media control in the age of a virtual world, in which the borders of nation-states are no longer visible, much less closed? What are the ethical challenges that will face the next generation of media managers? And how does one build a community, integrate it in one’s own product, and infuse it - in times of fluctuation, migration and flexibility - with brand loyalty?

Module 3: Communication and Journalism

In the third module you will receive insight into journalistic methods, workflows and quality assurance techniques in media companies. You will examine the challenges media companies face from cross-media interaction, personal networking (in the international community of specialists and in the integrated newsroom), and interaction with the user (and the potential that it brings, such as crowd-sourcing and social media tools), and will also carry out journalistic work.

Module 4: Innovation Management

In the fourth module, you will study and analyze the innovation strategies of the Technology, Information, Media and Electronics (TIME) industries. What are the relevant processes? How can innovative products or services be benchmarked and evaluated? What role does market research play? How can processes of change be professionally shaped and guided? And how can the innovations be successfully implemented in established structures?

Module 5: Personal and Management Skills

The fifth module centers on personality development and management skills. 'Self-management' encompasses issues of efficiency, time management and presentation. The Change Management course teaches methods to introduce processes of change: How can you motivate employees to change? How do you behave yourself, as a project leader, for example? What concepts, models and methods can leadership theory offer? And what does successful project management look like, with creativity and conflict management and prognostic techniques?

Module 6: The Master’s Thesis

To conclude your program of study, you will write a scientifically grounded Master’s Thesis that connects theory and practice. Your thesis should be on a specific innovation project from your professional context. Ideally, you and your fellow students will have dealt with this project already during the course as a 'project innovation' or a case study. The objective of the Master’s Thesis is to answer a pragmatic question using the knowledge and methods that you have acquired during your studies. You will work together in a project team with one to three international colleagues. In developing your Master’s Thesis, as in all other phases of your studies, you will receive academic supervision and thorough guidance counseling. The finished work will be presented not only to the panel of practitioners and academic evaluators, but also to the 'client', that is, the company that contributed the practical problem to be solved. Students who submit outstanding project concepts may be engaged to implement them by the media company.

Program Outline

Study FormFace-to-Face Seminars + Online Units +
Field Trip Study + Master's Thesis
Study Period2 years
Tuition Fee420,000 RMB per student/year
LanguageEnglish + Personalized Language Courses in Spanish and German
DegreeExecutive Master's Degree in International Media Innovation Management (M.A.)

Program Benefits

On completion of the Master’s Degree Program in International Media Innovation Management, you will be able to:

  • Develop creative strategies, apply change management in business operations, and implement innovation processes in the fields of communication and journalism
  • Apply management skills that you have gained through real innovation projects in various European media companies
  • Refer to improved intercultural skills that you have gained through in-depths workshops in a globalized context
  • Analyze and reflect on current developments in international media economics, media policy, media ethics, media law, media literacy and cross-media journalism, and evaluate them from a perspective that connects theory and practice - and all far from the bustle of day-to-day routine
  • Revert to an international network of experts, including your fellow students, renowned instructors from European and American universities, and managers from the TIME industry (telecommunications, IT/Internet, media, and entertainment)
  • Profit from tailored language training, that will have raised your level of competence in one or more foreign languages