Master Media and Communication
The Institute for Media, Knowledge and Communication (imwk) offers the Master’s program “Media and Communication” (MuK) within the field of Communication Science.
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Please note: This page provides information about the M.A. in Media and Communication in English. Please note that the program is primarily taught in German, and German language proficiency at level B2 (CEFR) is required for admission. International students interested in spending a semester abroad can find an overview of courses regularly offered in English here.
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FOR PROSPECTIVE STUDENTS
project-oriented, practice-oriented, individual, international
Are you looking for a Master's program
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...that prepares you for demanding leadership roles in media and communication practice?
...in which you receive individual support?
...in which you can work in small seminar groups?
...that allows you to choose your own areas of specialization?
...that helps you deepen your academic knowledge and apply it directly in media practice?
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Then apply for the Master’s program in Media and Communication!
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Program Structure
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M.A. Media and Communication
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Subject-Specific Specialization 1: Major (18 ECTS) |
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3 theory and project seminars with a focus on |
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Subject-Specific Specialization 2: Minor (12 ECTS) |
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2 theory and project seminars with a focus on |
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Methods and Research Area (30 ECTS) |
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Research project in quantitative methods (12 ECTS) |
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Individual Profile (24 ECTS) |
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Choose one of five thematic profile areas |
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Communication Practice (6 ECTS) |
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Communication practice and coaching OR language course |
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Final Qualification (30 ECTS) |
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Master’s thesis and accompanying seminar |
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PROFILE
Individualized. A small program with great flexibility. By choosing a subject-specific specialization and an individual profile, students set their own academic focus within the Master’s program. Small seminar groups enable in-depth discussions, current projects, and engaging analyses. Close, personal interaction with students and excellent supervision are particularly important to us.
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Cutting-edge research with state-of-the-art media technology. Become part of innovative research on the latest media phenomena. Communicative AI (artificial intelligence) in science and health communication; virtual reality in gaming; Instagram, TikTok and other platforms as news media; media coverage of genetic engineering, climate change, or vaccination—today’s media phenomena are at the core of your studies. You will have access to outstanding research facilities, including VR labs with 3D headsets and the latest gaming technology.
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Project-based learning. The practical project component bridges academic study and professional practice. Depending on your chosen individual profile, you will develop and implement a media or communication project in collaboration with a partner organization of your choice (e.g. companies or public institutions). This allows you to integrate hands-on project work directly into your studies and connect it with academic insights. Whether evaluating an advertising campaign, designing a health or environmental campaign, conducting a social media analysis for a non-profit organization, or carrying out a customer survey—your ideas shape your future. Use your studies to build and strengthen professional networks.
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Interdisciplinary approach. Benefit from an interdisciplinary curriculum within the individual profile area. Explore topics such as media economics, psychology, ethics, and many other fields.
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Research practice. Solid methodological and project skills are essential in most media-related professions, as they enable structured problem-solving. Therefore, the design and analysis of media-related research projects are intensively taught in advanced qualitative and quantitative research projects and seminars. The institute offers several highly equipped research labs (e.g. virtual reality), enabling hands-on research at the highest level.
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International orientation. Study internationally for a global media landscape. Erasmus partnerships with 14 European universities in 11 countries—including Portugal, Spain, and Sweden—offer excellent opportunities for studying abroad. In addition, students can spend a semester abroad worldwide through the WeltWeit program or as free movers. International guest lecturers are regularly invited. Throughout the academic year (with a focus in the winter semester), many courses are also offered in English on campus. This fosters exchange with international students at the University of Augsburg while giving you the opportunity to deepen your experience with English-language instruction and further develop your subject-specific English skills in a supportive environment.
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PROGRAM CONTENT
Subject-Specific Specialization
(30 ECTS in total)
We offer two specialization areas in communication science: Health, Environmental and Science Communication and Media and Social Change. You can choose which area to pursue as your major and which as your minor. In your chosen major, you complete three seminars (18 ECTS), and in your minor two seminars (12 ECTS). These courses are typically taken between the first and third semester.
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Health, Environmental and Science Communication (18 or 12 ECTS): How can people be motivated to adopt healthier lifestyles? How do fictional media representations influence climate-skeptical attitudes? Why do people engage with scientific content? Courses in this area address, among other topics, the communication of scientific processes and phenomena, as well as strategies and approaches in environmental and health communication.
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Media and Social Change (18 or 12 ECTS): What will the digital society of the future look like? Why do audiences sympathize with morally ambiguous characters? How does the relationship between user-generated and professional communication evolve over time? What role can media play in driving social change? Courses in this area cover topics such as audience perceptions of mediated reality, reception psychology, transformations in the public sphere and among communicators, and the communication of social norms through media.
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Methods and Research Area
(30 ECTS in total)
In the first and second semesters, you will deepen your methodological skills through one quantitative and one qualitative research project (12 ECTS each). These guided research projects address current research questions in communication science. Students engage both with the chosen methods and their empirical application, as well as with the respective research topic. Recent project examples include:
Advanced qualitative methods: “In-depth qualitative interviews: Controversial scientific fields and their public perception” “Advanced qualitative content analysis: How neutral is neutral? How algorithms and platforms shape political communication”
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Advanced quantitative methods: “Experimental research: Communicating healthy and sustainable nutrition”, “Meta-analysis: Effects in digital health communication”
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A solid understanding of statistical methods is essential for analyzing quantitative data. Therefore, students take an Advanced Statistics course (6 ECTS) in the second semester, where they learn data preparation and analysis strategies as well as advanced statistical techniques using SPSS. Students with little or no prior experience with SPSS can attend a preparatory course in the first semester to build the necessary foundation.
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Individual Profile
(24 ECTS in total)
The individual profile allows you to define your own thematic focus within the program and to both deepen your theoretical knowledge and acquire practical experience within a company or organization as part of a practical project. Choose one of five profiles:
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Environment and Climate: thematically relevant practical project (12 ECTS, e.g. developing an environmental campaign) and courses, for example, in geography, environmental ethics, or environmental humanities (12 ECTS)
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Health and Psychology: thematically relevant practical project (12 ECTS) and courses in experimental research practice (e.g. the use of ECG, EMG, and EDA in communication research) or psychology (12 ECTS)
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Society and Politics: thematically relevant practical project (12 ECTS) and courses in political and social sciences or ethics and philosophy (12 ECTS)
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Media Management, Corporate Communication and PR: thematically relevant practical project (12 ECTS) and courses in media economics
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Journalism, Digitalization and Data Science: thematically relevant practical project (12 ECTS) and courses in experimental research practice or with a focus on digitalization and data analysis (12 ECTS)
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Communication Practice
(6 ECTS in total)
In this ungraded module, you can take practice-oriented media courses (e.g. journalistic writing, fundamentals of media design, strategic communication in social media) or enroll in a language course at the university’s Language Center.
Final Qualification Phase
(30 ECTS in total)
The final phase takes place in the fourth semester and consists of the Master’s thesis and an accompanying seminar.
Master’s Seminar: Planning, conceptualization, and supervision of the Master’s thesis (6 ECTS)
Master’s Thesis:Final academic research project (24 ECTS)
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CAREER OPPORTUNITIES
for future communication professionals, media creators, and opinion leaders
The Master’s program provides excellent preparation for leadership positions in the media and communication sector.
Possible career fields include:
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- Media and public opinion research
- Public relations / media relations for institutions and organizations
- Media management
- Corporate and organizational communication
- Science and research
- Advertising
- Journalism
- Media production
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QUALIFICATION OBJECTIVES
Developing effective marketing strategies, using social media data to analyze target audiences and dynamics, or managing corporate communication requires a complex portfolio of knowledge and skills. The Master’s program in Media and Communication provides in-depth subject-specific knowledge with opportunities for specialization, combined with comprehensive methodological expertise, critical thinking, analytical problem-solving skills, as well as communication, presentation, teamwork, and project management skills. This broad set of competencies provides an excellent foundation for a successful career in the media and communication sector and prepares you to become a sought-after professional in an increasingly interconnected and communication-driven world.
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In the Master’s program in Media and Communication, you expand your theoretical knowledge of communication science and deepen your understanding of selected theories, empirical research contexts, and areas of application. This enables you to analyze how media function in detail and to critically reflect on their role in society, politics, culture, and the economy.
Academic Skills
In various complex seminars and projects, your knowledge of academic research practices is deepened and systematically developed.
Theoretical Knowledge
As a graduate, you will possess advanced and specialized theoretical knowledge. You are able to comprehensively analyze and critically reflect on phenomena and problem areas related to media, society, politics, culture, and the economy, and to model complex relationships in detail. You develop your own theoretical assumptions while remaining aware of the limitations of theoretical models and frameworks. In addition, you are able to compare and interpret different research approaches and disciplinary arguments.
Methodological Knowledge
Upon completion of the program, you are able to analyze, design, conduct, evaluate, and present complex empirical research projects. You have advanced knowledge of at least one qualitative and one quantitative method, as well as strong skills in statistical analysis. Building on your Bachelor’s degree, you are able to independently develop ideas for empirical projects and implement them both in academic research contexts and in practical application settings.
Interdisciplinary Knowledge
Through specialization within your individual profile, you acquire in-depth academic knowledge in related disciplines. You are then able to combine this knowledge with your expertise in communication science, apply it to your own contexts, and critically reflect on it.
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Recognizing fake news, assessing the impact of media coverage during crises, or developing solutions for challenging communication projects requires not only comprehensive, specialized subject knowledge but also a wide range of key competencies. The Master’s program in Media and Communication offers numerous opportunities to further develop your soft skills and prepares you to assume social responsibility.
Societal and Systemic Competence
How is artificial intelligence transforming everyday life? How can media innovations be used to promote health? How can open democratic discourse be fostered on social networks? And how can scientific findings be communicated most effectively to the public in times of crisis? After completing the program, you will have a profound understanding of the societal relevance of communication science and take responsibility for societal issues in the context of media. You are able to derive evidence-based judgments on current challenges, critically reflect on them, and translate them into responsible action by integrating ethical and interdisciplinary perspectives.
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Key Skills / Soft Skills
During the Master’s program, the key competencies acquired in your Bachelor’s degree are further developed. The focus lies on teamwork, project planning, project management, and communication. In addition, the “Communication Practice” module provides further soft skills and practical media-related competencies.
Throughout your studies, you will take on leadership roles in various projects (e.g. research projects) or further develop your ability to work effectively in teams. You will plan and carry out complex empirical projects and master a range of presentation techniques tailored to different target audiences. In particular, the Master’s thesis and the practical project foster dynamic problem-solving skills, perseverance, and flexibility.
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The Master’s program in Media and Communication equips you with career-oriented competencies that optimally prepare you for the labor market. In combination with the subject-specific knowledge and personal development skills you acquire, you are prepared for future leadership roles in the media and communication sector.
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Career-Oriented Knowledge
In this Master’s program, you gain a comprehensive understanding of media-related and communication science professions. You are able to apply your advanced academic knowledge to a broad range of tasks in media and communication practice, develop solutions, and implement them effectively. In particular, you possess transferable skills that enable you to apply the knowledge you have acquired to new problems and fields of application and to develop creative solutions.
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Practical Professional Skills
Carrying out a media project with practice partners as part of your studies? The practical project represents an ideal interface between academia and media practice, allowing you to integrate your professional interests directly into your studies. Within the “Communication Practice” module, you can further develop practical media-related skills, for example in media design, app development, or social media marketing. Of particular importance are also strong analytical and critical thinking skills, as well as the ability to design and manage projects, all of which are continuously developed throughout the program.
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APPLICATION
The University of Augsburg conducts an aptitude assessment procedure for the Master’s program once a year. The program always starts in the winter semester.
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- Start of the online application: March 10, 2026
- Information session for prospective students on Tuesday, April 28, 2026 at 5:00 p.m.
- Application deadline: June 1 (all required documents must be received by the Institute for Media, Knowledge and Communication (imwk) by this date; this is a strict deadline)
No confirmation of receipt will be sent. Please refrain from making inquiries by phone or in writing.
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1. Requirements
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- You have completed a first university degree qualifying you for a profession in communication science or a related social sciences or humanities field, in particular media studies, sociology, political science, cultural studies, or psychology,
- or you have already obtained at least 140 ECTS credits in such a program with a total of 180 ECTS (for degree programs with a different total number of ECTS, the corresponding proportion applies). You will complete this degree program by the start of the winter semester.
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2. Necessary Qualifications
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- In your undergraduate program, you have successfully completed and can provide proof of at least 12 ECTS in relevant methodological courses and at least 36 ECTS in communication science-related coursework.
- You have English language proficiency at a minimum level of B2 according to the Common European Framework of Reference for Languages (CEFR).
- If you did not obtain your university entrance qualification or your first university degree at a German-speaking institution, you must provide proof of German language proficiency at a minimum level of B2 (CEFR).
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3. Application Documents
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- Applications must be submitted exclusively via the online application portal VIBS: https://vibs.uni-augsburg.de/qisserver/pages/cs/sys/portal/hisinoneStartPage.faces
In the portal, you will be asked to upload the following documents electronically:
- Tabular CV
- Copy of your Bachelor’s degree certificate (if already available)
- Transcript of Records (issued by your university, including all courses with grades, current average grade, ECTS credits earned to date, and the total number of ECTS for the degree program)
- Proof of English language proficiency at level B2 (CEFR) (e.g. TOEFL, FCE, CAE, DAAD, TOEIC, etc. NOTE: the secondary school leaving certificate is ONLY accepted if English was studied continuously up to this level or if it provides equivalent proof)
- If applicable, proof of German language proficiency at level B2 (CEFR); information on the DSH examination, exemptions, and recognized equivalent qualifications can be found here.
4. Application Procedure
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1. Evaluation of the application documents
The selection committee reviews the complete application documents submitted on time based on three criteria (maximum of 2 points per criterion; please refer to the examination regulations for detailed requirements):
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- Final grade of the first undergraduate degree (usually Bachelor’s; if the final grade is not yet available, any missing ECTS credits will be calculated with a grade of 4.0 and used to determine a final grade)
- Level of theoretical subject-specific knowledge
- Level of methodological subject-specific knowledge
Applicants who receive at least 1 point in each of the three criteria will be invited to the selection interview. Applicants who receive the full score of 6 out of 6 points in the written evaluation are considered suitable for the Master’s program in Media and Communication without having to take part in the interview. Applicants who receive 0 points in any of the criteria are considered unsuitable for the Master’s program in Media and Communication.
2. Selection interview and aptitude assessment
The selection interviews take place as part of a full-day selection event in Augsburg. In approximately 20-minute interviews with a selection committee, your methodological and communication science knowledge will be thoroughly assessed. In addition, depending on your personal interests, you will take part in one of two workshops, in which you will engage (without assessment) with example topics from the program (2025: “Meme your Master”; “AI in Science Communication”).
On the selection day, you will also have the opportunity to get to know the University of Augsburg, the institute, its staff, and current students. For the final assessment of aptitude, performance in the selection interview is weighted equally with the final grade. At the beginning of August, (preliminary) admission and rejection notices will be sent, informing you of your suitability or non-suitability for the Master’s program in Media and Communication.
The selection interviews will take place on July 8 and 9, 2026, at the University of Augsburg. Further details will be provided if you are invited to the interview.
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CONTACT AT IMWK
M.A. MuK Academic Advising
Dr. Andreas Riedl
Contact:
ma_muk@phil.uni-augsburg.de