Master Media and Convergence Management

Contents of the degree programme

The Master’s programme teaches key skills in the fields of media and communication, management, marketing, and technology. The programme focuses on the fields of technical, media, content-related and cross-industry convergence. End devices such as smartphones and tablets take centre stage in technical or media convergence. Content-related convergence relates to the multiple use of content (e.g. film, computer games, books with similar themes/contents) and cross-industry convergence relates to the blurring of boundaries in the TIMES sector (technology, information, media, entertainment and security). These convergences constitute new challenges for companies, which is why skills in the fields of cultural studies and media studies, economics, and technical sciences are increasingly important.

By imparting these competences to students, the Master‘s degree offers a powerful response to the media industry’s demands for qualified employees. And yet, the courses offered are not limited to the media sector. Convergence processes affect virtually all sectors and bring with them changes in corporate organisational structures and processes, for instance in communication and media studies (content and editorial management, public relations, cross-media management, corporate social responsibility and sustainability), in management and economics (strategic and operational marketing, advertising, market research and innovation management), and in engineering. The Master’s programme gives students the interdisciplinary skills they need to manage these changes and challenges.

Many areas, such as network management, mass customization etc. or the areas mentioned above are examined from the perspective of cultural sciences, management studies and economics, and technical sciences, to ensure that students become familiar with the backgrounds of each of these realms and learn to link them together.


  • Cooperation of the three faculties of Humanities, Management and Economics, and Technical Sciences.
  • One-of-a-kind degree with a limited number of participants.
  • A wealth of opportunities to become acquainted with other cultures in the course of excursions or by spending a period of study abroad.
  • The degree programme conveys theoretically sound knowledge that is practically reflected.
  • Excellent supervision arrangements.

Fact Box


Level of qualification:
Master's degree programme


Master of Science (MSc)



Special admission procedure:


Language of instruction:


Contact details

Study objectives

The degree programme aims to convey fundamental theoretical principles as well as demonstrating their practical application. Students are able to

  • comprehend and optimise particular characteristics of value-creation-chains in the media sphere.
  • link areas from media and communication sciences with economic and technological areas and conduct independent research in these fields.
  • manage the intersections between organisational communication, media economics, media management, marketing, advertising, and technology.

Special admission procedure

To apply for the Master’s programme Media and Convergence Management at AAU, applicants have to register online first, using this link After they have created their personal account for registration, applicants have to upload a letter of motivation in English as well as further documents needed for the administrative procedure, such as a CV, a transcript of records, a certificate of English skills and a Bachelor’s certificate - Certificate of completion of studies - in English as well as a copy of their passports. Incomplete applications cannot be considered. The application papers are assessed by a Committee, appointed by the Program Director of the Master’s Degree Programme, with regard to their completeness as well as some formal and personal criteria. Following the examination of the documents submitted, suitable candidates are invited to participate in an interview conducted via Skype, which is followed by the notification of acceptance or rejection.

Registration period for the special admission procedure

8th of January to 15th of September 2020

Registration period for applicants from third countries: 8th of January to 31th of May 2020


Due to the fact that the degree programme is offered in cooperation with three faculties, students with a background in humanities, social or economic sciences or technical degrees are encouraged to apply. Graduates of the following AAU Bachelor degrees qualify: Media and Communications, Applied Informatics, Applied Business Administration, Business and Law, Information Management etc. Moreover, candidates who have obtained a degree a similar degree at another post secondary institution are welcome to submit their applications.

English language level C1

Information on Bachelor’s degree programmes that are relevant for admission

Programme structure


Required SubjectsComplementary subjects
Quantitative and Qualitative Methods (for Media Research)4
Organisational Communication and Media Management (OAM)14
Distributed Multimedia Systems (DMS)4
Human Centered Computing (HCC)8
Innovation and Marketing (IAM)8
Master Thesis28
Electives IMedia and Communication (MC)8
Multimedia Systems (MS)4
Innovation, Marketing and Law (IML)4
Electives II



Periods of study abroad

In general, students are encouraged to spend a period of time studying abroad. This can be organised as a short period abroad within the scope of the restricted electives II (Electives II), accounting for 8 ECTS credits, or it can be scheduled as a full semester abroad, worth at least 24 ECTS credits.

Erasmus+ and Joint Study programmes allow students to study at numerous partner universities in Europe and across the globe.

Careers and occupational profiles

Graduates are qualified to occupy positions of leadership at middle and upper management levels. Typical fields of activity include:

  • media and telecommunication companies
  • ICT companies
  • branded goods companies
  • information technology
  • responsible activities in small and medium-sized companies working in the fields of advertising, organisational communication, and convergence.

What our graduates say

„Through the MCM programme you gain skills to manage the various fields of a converging environment more easily as well as gaining a better understanding of media management“.

Marc GermeshausenDirector Europahaus Klagenfurt

“The MCM programme has provided me with the opportunity to deeply explore convergence from an interdisciplinary perspective. Here, I discovered my passion for media and communication studies – and especially new media – due to classes such as Cross-media Management, Case Studies in Media and Convergence Management and Consumer Behavior and Media. I am now working as a research and teaching associate at the department for media and communication at Klagenfurt university and I am also a PhD student, working on a dissertation about health communication and social media.”

Julia DurauResearch and Teaching Associate, Alpen-Adria-Universität Klagenfurt, Austria

"Nowadays journalists have to shoot videos, take photos, feed web pages with content, manage social media channels and immediately react to feedback. Oh, and there's a print paper, too, that needs to be produced. The classes I took helped me acquire the skills to handle these challenges."

Claudia FelsbergerEditor working in the integrated newsroom of local newspaper Kleine Zeitung

Continuing your studies

Upon successful completion of the Master’s degree programme Media and Convergence Management, students can continue their studies in the Doctoral degree programme.

Specialist courses

Within the scope of the free electives and in accordance with the respective curriculum, students can receive credits for individual courses or for entire modules from other subject areas.

The special admission procedure takes place once per academic year!

Registration period:
8th of January to 15th of September