I already specialize during my studies in
Marketing (MA)
Media Communication (MC)
Arts & Entertainment (AE)
Event (EV)
Tourism (TM)

The Management Program

NEW: OPEN FOR APPLICATIONS FROM WINTER TERM 2018/2019

We live in a world where management and culture are no longer opposites. For instance, some people manage museums or theaters. But even when I see advertising for products on Facebook, it's mostly about stories – about culture. And at home, when I try cooking the casserole recipe my mother has handed on to me, it's all about cooking and eating culture. Then there are special places and magical moments – during your last holiday, at a football match last weekend or just now while you are on a shopping spree downtown. Culture is at work here, too

I want to understand how culture works, why people are fascinated by art and like to tell stories, why they visit unknown places and always return to the same festivals, but also understand the importance of consumption in our lives. I want to learn how management works, what the technical terms mean, how markets and companies operate, and what the legal framework is.

Once I have understood the laws of culture and management, I finally want to get started with developing my own strategies – in exactly the fields in which I have specialized: marketing, communication, cultural management, tourism or the event industry.

More information

Specializations in the Management program

In this program, I can choose two out of five specialization areas and thus assemble my own individual program of studies completely as I wish. In this way, I can pursue the path I want to take for my future career right from the start:

Marketing 

Marketing is much more than just advertising. Marketing means recognizing which product, which service or even merely which idea can have a very special value for someone else. Marketing means not only convincing others about these products, services and ideas, but also developing a long-term and sustainable relationship in which both parties continue to exchange ideas.

I want to understand what role consumption plays for people and what methods I can use to explore their preferences and rituals. I want to learn what a good marketing strategy involves, what a target group and positioning are, how to implement marketing measures and how to control their success. I find the challenges of digitization particularly exciting for the coordination of marketing channels.

During my studies, I will benefit from the many partnerships that Karlshochschule has with companies such as DM, Vodafone or Interbrand and I look forward to guest lectures by Big Data agencies or international hidden champions from the region. I can combine this specialization with tourism, for example, in order to design marketing campaigns for interesting cities or to work as a retail consultant, developing attractive store concepts, after my studies. Perhaps I can combine marketing with media communication and go on to work in an agency, directly implementing complex marketing strategies in convincing social media campaigns.

  • 1st term: Creating Values ...
  • 2nd term: Exploring Consumer Culture
  • 3rd term: Marketing Strategy, Implementation and Controlling
  • 4th term: Digital Channel Management
  • 5th term: Marketing Elective


This specialization can also be chosen in the International Business program.

Media Communication 

Regardless of whether people are sitting around a campfire, communicating on Facebook or attending a lecture – they love to tell stories and listen to them. Good stories can convey messages, sell products or promote a good cause.

I want to learn how to design communication in a broad range of media and understand the effect these media have on people and our society. I want to understand how to strategically develop advertising campaigns and how to make them interactive and integrate gamification elements – within the framework of virtual realities. I will benefit from the partnerships that Karlshochschule has with ZDF Digital and the film production company NACONA during my studies and I look forward to lectures by PR experts, screenwriters or journalists.

I can combine this specialization area with arts and entertainment, for example, in order to start working in public relations for theaters, museums or publishing houses after my studies. Alternatively, I could combine it with marketing and later work in an agency, directly implementing complex marketing strategies in convincing social media campaigns.

  • 1st term: Media, Communication and Storytelling
  • 2nd term: Exploring Reception
  • 3rd term: Strategic and Integrated Communication
  • 4th term: Digitalization, Interactivity and Gamification
  • 5th term: Communication Elective

Arts & Entertainment 

Arts and entertainment - for some avid fans of culture, the title of this specialization area is extremely provocative. But that's exactly the point. If you want to manage art exhibitions, music performances or film productions, you have to understand the special characteristics of works of art and, at the same time, develop a feeling for how inspire people with these works of art so that they are entertained as well. 

I want to learn how cultural forms have developed over time, how they always find new audiences and how people are stimulated and moved. I want to develop marketing strategies for cultural projects, learn about the possibilities of profit-oriented business models and public funding options and, last but not least, become a translator between the worlds of management and the arts. During my studies, I will benefit from the partnerships Karlshochschule has – with the Badisches Staatstheater, the Zentrum für Kunst und Medien (ZKM) and the Staatliche Kunsthalle in Karlsruhe - and I look forward to attending guest lectures by Sky Deutschland and Südwestrundfunk.

I can combine this specialization with media communication, for example, in order to start working in public relations for theaters, museums or publishing houses after my studies. Alternatively, I can combine it with events and organize music or film festivals in the future.

  • 1st term: Culture – Theory, History and Forms
  • 2nd term: Exploring Audiences
  • 3rd term: Managing Culture Strategically – Institutional Arrangements ...
  • 4th term: Challenging Actors in Arts and Entertainment
  • 5th term: Arts and Entertainment Elective

Event 

Some experiences are very special – we never forget them, and they may even change our view of the world. The power of experiences has also been discovered by management – not only by event agencies, but also by companies. It enables us to stage products, inspire employees or motivates us to talk to experts at conferences.

I want to understand what turns events into outstanding experiences for people and learn what it takes to effectively produce experiences. I want to learn how to design, plan and successfully implement events holistically and strategically, how to use my creativity and how to inspire participants at events.

During my studies, I will benefit from the partnerships that Karlshochschule has established regionally with event venues like the Zentrum für Kunst und Medien (ZKM) and innovative start-ups like Funky Booth and I look forward to getting involved in projects organized internally by the student event agency Erlebnisrausch.

I can combine this specialization with tourism, for example, in order to design attractive experiences in exciting locations after my studies. Alternatively, I can combine them with arts and entertainment and organize music or film festivals in the future.

  • 1st term: Event, Management as an Event, Event Management
  • 2nd term: Exploring Events, Performances and Experiences
  • 3rd term: Sustainable Events Development and Design
  • 4th term: Challenging Creativity to Develop Inspiring Events
  • 5th term: Elective – The Locations and Operations Dimension of Performances and Events

Tourism 

Traveling is something special – it enables me to discover exciting, previously unknown places. But traveling is also part of our everyday lives. When I visit an exhibition or go to the cinema, I am also a tourist. And these distant and near places have an influence on how I feel and on the new experiences I acquire.

I want to understand what attracts people to unknown places and the role their personal identity or their feeling of foreignness play in this, for example. I want to learn how the different companies involved in designing spaces operate: tour operators, city marketers, specialist dealers, restaurants, hotels or event locations. It is particularly important to me to critically examine the effects of tourism and to develop sustainable strategies for the tourism industry.

During my studies, I will benefit from the partnership between Karlshochschule and the Karlsruhe city marketing agency and I look forward to many excursions to interesting destinations and to the international hotel management simulation Emerald Forest.

I can combine this specialization area with marketing, for example, and go on to develop marketing campaigns for interesting cities or to work as a retail consultant, developing attractive store concepts, after my studies. Alternatively, I can combine this specialization area with events, for example, and design attractive experiences in exciting locations after my studies.

  • 1st term: Introduction to Tourism, Space and Management
  • 2nd term: Exploring Other Spaces – Consumption, Markets and the Tourist
  • 3rd term: Space and Place and their Role in Touristic Strategies
  • 4th term: Sustainable Tourism – Critical Perspectives
  • 5th term: Elective – Tourism Operations

Program Structure of Management

Karlshochschule opens up a whole new, exciting world with each module in the Management program. When I look at the module overview, I discover how the contents of my marketing management studies are logically connected to the two specialization areas I have chosen, thereby revealing Management to me as an overarching whole:

 

Study year 1: Analysis and Strategy in Management and Scientific Research Methods

Spez. 1.1

4 ECTS

Spez. 2.1

4 ECTS

Rethinking Management (Culture, Society, Ethics)

5 ECTS

Introduction to Management

5 ECTS

Business Environment

8 ECTS

Introduction to Scientific Research Methods

8 ECTS

English 1

4 ECTS

Spez. 1.2

4 ECTS

Spez. 2.2

4 ECTS

Culture and Markets

5 ECTS

Basic Principles in Strategic Management

5 ECTS

English 2

4 ECTS

Study year 2: Transfer of theoretical knowledge to company projects

Spez. 1.3

6 ECTS

Spez. 2.3

6 ECTS

Introductory Company Project

6 ECTS

Resources: Financial Resources, Human Resources, Organization

6 ECTS

Foreign Language 2.1

6 ECTS

Spez. 1.4

6 ECTS

Spez. 2.4

6 ECTS

Advanced Company Project

6 ECTS

Managerial Accounting

6 ECTS

Foreign Language 2.2 or Culture

6 ECTS

Study year 3: Internship, Semester abroad and Bachelor Thesis

Spez. 1.5

6 ECTS

Spez. 2.5

6 ECTS

Current Issues in ReThinking Management and Society

6 ECTS

Change & Innovation

6 ECTS

Area Studies

6 ECTS

Internship

18 ECTS

Bachelor Thesis including its defense

12 ECTS

Scholarships available

Nur Bakkar

Nur Bakkar, Arts and Cultural Management

"Cozy, informal, creative, productive and hands on – that is my everyday university life at Karlshochschule. I have fun here, feel comfortable, can get involved in the development of my study program and meet many interesting people."

Charlotte Rund

Charlotte Rund, International Media Management

"Here at Karls we are primarily learning how to work in teams and groups. Often this is for real projects that have been commissioned. So I think that is a pretty realistic taste of what it will be like later in my professional life. I would like to become a content manager, so the key topics relating to different media on offer here are just right for me. The chance to take part in University projects to complement the lectures is something which I think is valuable and also interesting."