Research & Publication Research Profile

Strategic fields of action

The research activities of the faculties are promoted and rewarded by the university. Macromedia University has developed and firmly installed measures and instruments to promote research, which address the strategic objectives of research promotion in various ways. This system of incentives is described in the research concept and its implementation is regulated in a binding and transparent manner via guidelines.
The university implicitly pursues three strategic fields of action in the research area:


Ensuring research-oriented/science-based teaching across the whole faculty.


Generating genuine knowledge in (applied) scientific fields that are important according to the mission statement.


Positioning the university as a point of contact in economic areas important to the university.

There are specific instruments for all fields of action, which are set out in detail in the new research concept adopted at the end of 2020.

Thematic priorities in content

In terms of content, research at Macromedia University is oriented towards explicit thematic clusters, especially in the case of the above-mentioned promotion objective 2, which serves to bundle activities across campuses and to foster synergies. At the same time, the thematic clusters also clarify the essential perspectives of research at Macromedia University and thus have a strategic significance.
The current four thematic clusters are the result of several years of research and publication activity by the faculties. The current clusters and those responsible for them are:

  • Media and Communication Innovation (Prof. Dr. Holger Sievert)
  • Business Transformation (Prof. Dr. Joschka Mütterlein)
  • Brand Management & Design (Prof. Dr. Christian Rudeloff)
  • Sports and Media (Prof. Dr. Thomas Horky)

In addition, funding is to be provided for research beyond these clusters that (5) addresses innovative methods of teaching and learning in the higher education environment, especially using new media, or (6) deals with aspects of sustainability in the sense of the United Nations Sustainable Development Goals (SDG), including gender and diversity issues.

Responsible orientation

Faculty members at Macromedia University regularly discuss in the faculty councils how to deal with and take a position on the ethical framework conditions of research and critically reflect on the university’s research projects. In doing so, the faculties are also guided by ethical guidelines commonly used in academic practice, such as the code of ethics adopted by the German Society for Journalism and Communication Studies (German: Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft, or DGPuK).

Research at Macromedia University is also guided by good research practice, such as that formulated in the white paper of the German Research Foundation (German: Deutsche Forschungsgemeinschaft, or DFG). The essential guidelines for the promotion of research at the university are binding for all faculties. These guidelines respect the diversity of the university’s research activities and publications.