Focus of Study

The mission of this programme is to provide management and communication skills for future leaders in universities and academic institutions. The programme prepares students for diverse and complex requirements of marketing and management jobs in scientific
facilities.

Course Description

The workload is approximately 10 to 15 hours per week.

Format of the programme is blended learning, which means that you study largely via internet and learn independently from home and only travel to the university during the attendance phases (8 x 4 days spread over two years).

Our graduates work as directors of institutes, research and development managers, as heads of public relations or research projects. They manage communication processes, raise research funds, develop the profile of their institution, deal with political advocacy and inform various segments of the public about success of the institution.

The four-semester course is divided into 8 study modules:

Module 1: The scientific system
Research support and research funding, science policy at the federal level, science rights, European Higher Education Area, the Bologna Process

Module 2: Learning the concepts
Strategic planning in science communication: briefing, research, analysis, objectives and target groups, messages, action planning, follow-up and presentation

Module 3: Press and Public Relations, Science journalism
Instruments of Public Relations, texts for press and media, online relations, media landscape, science journalism / science PR, journalistic formats and styles

Module 4: Financial management and resource mobilisation
Instruments of university control, managerial planning and management of scientific projects, national and EU-level research funding and support instruments, participation in funding programs, tendering procedures, designing a project proposal, fundraising

Module 5: Project management / Project governance
From management to governance, principles and tools of management, governance structures, methods, strategies, team building, project controlling

Module 6: Marketing
Market research, strategic and operational marketing, innovation marketing, university marketing, science as a brand: brand identity and brand image, branding and brand strategies, positioning of science brands, science to business

Module 7: Public affairs
Political communication for science and research, stakeholder analysis, issue management, advocacy for scientific institutions, policy advice, crisis communications, lobbying plans

Module 8: Science events
Event management and event marketing: congresses, conventions, fairs, forums, public understanding of science and humanities, science PR formats, science centres, science nights

Module 9: Master thesis
The module 9 is dedicated exclusively to your thesis: from the beginning of January to end of June, submission of the thesis at 30.06. Defense in mid-September and graduating in late September.

More details about the modules: http://www.tubs.de/wissenschaftsmarketing/files/modulbeschreibung-wima-fst8-web.pdf