Science Marketing

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Course Category: Master and Master of Science

Course Description
Course Description
  • 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


    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: