Prof. Dr. Ingo Knuth

Which courses do you teach?

I mainly teach in our master’s program “International Marketing & Media Management” as well as our bachelor’s programs “Media and Event Management” and “Digital Marketing and E-Commerce”. My main focus lies on the subjects media economics, media management, communication management and market research.

Which particular expertise from business practice do you contribute to university teaching?

Before joining Media University, I was working as a communication consultant at various media agencies and a project manager for national and international market research projects at ProSiebenSat.1 Media AG, Google Germany GmbH and Axel Springer SE. I therefore have a broad overview of and various contacts into the fields of media planning, media marketing and media market research. These assets of course influence my way of teaching and my research interests: I am putting a great emphasis on the reflection of current business topics of in the light of conceptual and methodological knowledge obtained at university. In my lectures we regularly interact with relevant companies from the media sector (e. g. in forms field trips, guest lectures or research projects) and we are focusing on solution-oriented media management research, which addresses current business problems and can thus be better integrated into teaching at a university of applied sciences.

What comes to mind when you think about recent practice projects at Media University?

As mentioned, we regularly watch out for reasonable interaction with companies from the marketing and media sector. Before the corona pandemic started, we regularly traveled to Hamburg to get very tangible insights into companies from the marketing and media sector (e. g. SPIEGEL Verlag, Google, Meta (Facebook), Gruner + Jahr, Die ZEIT, GfK, Nielsen, Initiative Media, Pilot Media). This was part of the Master’s course „Emerging Media Markets“. Thanks to our great partners (e. g. Mediabrands, VICE Media Group, ARD MEDIA, Google Germany, Ströer, SPIEGEL Verlag, nextMedia.Hamburg) we were able to continue our company visits via Zoom. At the same time, these insights provide the basis for in-depth market and company analyses in our Master’s courses (e. g. as term papers, or as inspiration for Master’s theses).

Prof. Dr. Ingo Knuth at LinkedIn
Lecturer profile on the Media University website