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Artificial Intelligence in the Communication Management study programs at FHWien der WKW

February 7, 2025

AI has found its way into the curricula of the Bachelor’s and Master’s programs in Communication Management at FHWien der WKW.

Student with robot in a lecture hall
Image generated by and edited with AI (Midjourney, Canva)

November 2022 brought perhaps the biggest disruptive change of this decade in the communications industry. ChatGPT was made available to the public and revolutionized the media world. The innovation push was further driven by generative AI and not only text generation, but also the artificial creation of images, videos and music has found its way into the everyday life of the communication industry. The Communication Management study programs are responding to this trend in their Bachelor’s program in Corporate Communication and Master’s program in Communication Management by designing innovative lectures with its finger on the pulse of the times.

AI basics for prospective communication generalists in the Bachelor’s program

Right at the beginning of the Bachelor’s program in Corporate Communication, students learn the basics of large language models. Among other things, the distinction between algorithms and AI is clearly defined. The important topic of ethics in the use of AI is also discussed right at the beginning. In the following semesters, teaching clearly focuses on the application of various AI tools in content creation for text, images and video. In the course of scientific work and the preparation of the Bachelor’s thesis, the degree program clearly focuses on the responsible use of AI. To this end, the teaching staff have created an AI guide for academic work, which serves as a guideline for students.

>> Have a look at the Bachelor’s curriculum

AI in integrated communication for future managers in the Master’s program

The part-time Master’s program in Communication Management takes a strategic look at the use of AI in corporate communication. Digital disruption and challenges in professional communication, such as questions of authenticity and ethics, are examined as well as the use of technology-driven marketing. A highlight of this degree program is the use of the Web Analytics Lab in experimental designs. The tool uses eye tracking and galvanic skin response to measure emotions in real time. As part of the business field projects, companies also have the opportunity to use it to test the impact of their advertisements.

>> Have a look at the Master’s curriculum

“In the communications industry, AI opens up great opportunities, but also challenges. We have a responsibility to our students to prepare them optimally for their career entry in the Bachelor’s degree or for a management position in the Master’s degree. We have therefore dealt intensively with this topic in teaching and in the professional field and have anchored AI as an integral part of the curricula.”

Sieglinde Martin
Head of Department of Communication
Head of Communication Management Study Programs

Fancy going to study at FHWien der WKW? Prospective students can apply for a study place by March 31, 2025. All information is available >> here