Research Projects

Applied research is a mainstay of Macromedia University’s work

Research generates new findings and insights which are relevant for businesses and social institutions. It builds bridges towards everyday working life, thereby fostering high-quality, up-to-date teaching. Thus research at Macromedia University plays a crucial role in fostering and qualifying the new generation of students. The main focus of research at the Media School lies in the area of social sciences. As the largest German private university in the field of media and communications, Macromedia is well-placed to bring together research expertise from the fields of journalism, media management, advertising, design, or film and television. Nominally there are various types of research which may in some cases overlap:

  • Theory-led research and theses (e.g. Bachelor’s or Master’s theses)
  • Curricular research or teaching projects
  • Externally funded research or
  • Contract research.

Research Areas

In terms of the focus areas, the research at the Macromedia University is based on explicit thematic clusters, which are used to bundle activities via locations and to promote synergies. At the same time, the thematic clusters also highlight the main perspectives of research at Macromedia University and thus have a strategic importance. The research committee elaborates the theme clusters and / or research areas and is used to pool discourse among a significant number of colleagues.

Under the overarching cluster of digital transformations of society and economy, the following four thematic clusters have strategic importance for research at Macromedia University:

  • Media innovations and business transformation 
  • Transmedia storytelling
  • User-centered design methods
  • Experiencing sport events

Research Cooperation

Research at Macromedia University is focussed on, but not exclusively, social and / or economic science or artistic perspectives and is usually application-oriented. The University is looking for scientific exchange with colleagues in the field of research and cooperation with universities and other universities throughout Germany and internationally, thus continuing to develop a critical reflection. Currently, there are various research collaborations in progress.

Most recently, the companies and organizations whose questions provided the basis for joint research projects are:

  • BMW Group: Live communication at automotive trade fairs
  • BMW Group: Eye-tracking study on the effect of advertisements
  • Ernst & Young: Role of start-ups in the digital-driven economy
  • Mercedes-Benz Consulting: New applications in the area Connected Car, Internet of Things
  • FC Bayern Munich: Typology of a soccer fan culture in social networks
  • RWE: Software optimization for control of the power plant utilization in terms of usability and user experience
  • Frankfurter Allgemeine Zeitung: Ideas for further development of journalistic portfolios in digital media
  • HVLE (Havelländische Eisenbahn): Feasibility study of employer branding in social media
  • Medienstiftung Hamburg / Schleswig-Holstein: Establishment of the research focus "Mobile and Drone Journalism" at the University of Macromedia; development of prototypes of live communication via drones, virtual reality and 360 ° cameras
  • Pioneer Investments: Investor Relations in Social Media
  • Sky: Optimizing online customer service for improved usability and user experience
  • Süddeutscher Verlag: Target groups and usability study for
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