Graduate Program "M.A. Applied Media Research"

Unlike most communication science master’s programs, the M.A. “Applied Media Research" focuses completely on applied research. By that, we mean that communication science theories, methods, and results are introduced to answer questions, which arise in practical communication situations. This practices are designed according to media itself, according to other institutions that publicly spread information or must understand their public image, and according to scientific contractors that examine public communication with media content analysis, opinion polls, and similar methods.

Our graduates are trained for a multitude of jobs and sectors:

• public and reach research with print, broadcast, and online media,
• communication departments for businesses, interest groups, or parties,
• target group analysis in marketing,
• opinion research,
• media content research,
• campaign design and media strategy in advertisement agencies,
• public relations and internal communication in companies,

• market research and consulting,

• communication and usability departments with IT companies,

• political consulting,

• universal communication research

The program always begins in the winter semester and spans four semesters. In addition to lectures (including guest speakers from out in the field), seminars, and tutorials, a practical research project lasting two semesters is required for graduation. The master’s project constitutes graduation. The limited number of accepted applicants allows for reasonable, functional, and personal supervision. The breadth and amount of work meet the requirements for full-time studies. It is not possible to finish the master’s extra occupationally.

Further information for the program is located at organization of studies.

Erich Kästner wrote about his hometown: “If it should be true that I not only know what is terrible and ugly, but also what is beautiful, I owe this gift to having the fortune to having grown up in Dresden. I could not simply learn what is beautiful from books. Not even in school or at the university. I was allowed to breathe in the beauty like a forester’s children breathe in the woodland air.” Since the days of Kästner, the face of Dresden has changed considerably, but it has remained just as beautiful. The Saxon capital of Dresden is one of the burgeoning cities of Germany with outstanding future prospects – and all of that with an affordable cost of living! Contained within charming surroundings, the city offers the best qualifications for art and culture, business and innovation, as well as tradition, education, and research. The students of the seven universities shaped the cityscape at least as much as the baroque period. The student life takes place outside the university, most of all in the lively and artsy neighborhoods of the Dresdner Neustadt.

What do our students say about the Dresden master’s program “Applied Media Research”? Here are some reviews:

Jakob Ohme, Graduate

“APPLIED – that is above all what it comes down to in this program. Extensive project work is the focus of the program. The interesting thing is that you don’t just do research for the university, but also real problems and employers are behind most of the projects. Therefore, the results of the hard work don’t end up in some drawer somewhere, but are actually used outside the walls of the university. Independent work is so strongly promoted that, upon successful completion of this program, students are ready to carry out their own projects. On top of that, our little institute facilitates quick access to and cooperation with the training staff carried out within an environment of equality – and all that means that in Dresden, media and everything that goes along with it is actually studied.”

Michaela Brojirova, Graduate

“I most enjoyed the combination of theory and praxis. Projects with partner companies allow an early glimpse into the working world. For example, we conduct image-analyses, draft communication strategies, and present the firms with concrete proposals. To that end, we often work in teams and are individually looked after by the teachers. That brings experiences, which makes the entrance into the media industry much easier.”

Cornelia Horst, Graduate

“I wanted to specialize in a certain area during my master’s studies. “Media Research” is an interesting field of research, Dresden is a good city, and cooperation with ZDF naturally sounded enticing! Moreover, the social sciences focus imparts the necessary basics in order to work in a scientifically sound fashion. I just let myself be pleasantly surprised by the program. As one of the “guinea pigs” can I definitely say: I don’t regret it!”

Robert Härtel, Graduate

“After various internships in the media industry, I decided upon the master’s program in Dresden. You don’t just learn theoretical know-how here, but also how to directly put it into practice. The program is comparatively small, which allows for more personal teaching and, furthermore, creates a great atmosphere for the students. I feel welcome at the IfK and in good hands. A truly refreshing experience!”