Media Technology: Strategic Media Development, Master’s Programme (One-Year)

Programme - second cycle - 60 credits


Admission requirements

  1. Degree of bachelor in Media Technology or in a related field. Examples of relevant degrees include, but are not limited to: computer science, informatics, information systems, human-computer interaction, interaction design, media/IT management, game development, media and communication studies and digital cultural studies. All degrees must be equivalent to at least 180 higher education credits.
  2. The equivalent of English 6/English B in Swedish secondary school.


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"Students from media technology are unique in the sense that they start working immediately. Their education is synchronized with the labour market. Sometimes companies need to go into completely new areas, or analyse something they have been doing a long time. Then you need employees who have shown that they can immerse themselves and attack the problem from many different angles. It is therefore important that some of the students continue onto this master’s programme. And yes, it pays - we companies are willing to pay extra for that knowledge." – Peter Ollén, CEO for the company AGI.


Media Technology is a rapidly changing interdisciplinary field of study with focus on new media technology and new media development, coupled with multi-channel publishing in a variety of media channels. In the programme, you will develop the skills required to be able to work in a strategic, innovative and change oriented way with new media technologies in multi-channel publishing.


Why study Media Technology?

The media landscape is in a state of constant change, and new media are being used and developed in an increasing amount of contexts. This one-year master’s programme provides you with the knowledge to manage and understand media technology, an interdisciplinary and rapidly changing field.

Media technology focuses on the development and management of current and emerging media technologies in relation to relevant social, economic and cultural contexts. As a student, you will be able to learn how to work proactively in a changing market, from technological, business oriented and user-centred perspectives.


The programme provides you with the opportunity to gain in-depth knowledge of the theoretical and practical preconditions under which new media technologies evolve and are applied to management and decision-making in business contexts. You will develop skills required for working strategically, innovative and change-oriented with new media technologies. You will be able to think and act strategically about issues related to new media development, including; online streaming services, augmented reality and multi-channel publishing.

Media Technology in Malmö

This master’s programme works closely with the business sector and provides you with competences highly requested in the media industry. Developed to meet the needs in this field you will have the opportunity to focus on, and deepen your knowledge of different aspects of media development.

Combining competences from a wide range of relevant fields: including internet of things, digital humanities, data analysis, netnography and more, this programme offers a unique interdisciplinary focus. Navigating in this multidisciplinary environment requires a critical and creative approach; therefore, the programme focuses on challenge-based, case based learning. Guest lecturers include digital entrepreneurs, business managers and guest professors, and the courses are conducted in close collaboration with different stakeholders, such as businesses and organisations.

What career will you be prepared for?

As a graduate, you will be well-suited to high-skilled jobs in a wide range of work related to the development and management of activities in the media market, including media strategist, developer, analyst, project manager, production manager, marketer and software developer.


A natural next step

jens_3Jens Sjöberg is currently enrolled on the master's programme Strategic Media Development. He holds a bachelor's degree in media technology, specialising in digital image production, and after graduating he worked for a couple of years, including a period at Swedish Television – SVT – in Malmö. A post as a lecturer at Malmö University would be his preferred option for the future.

Why did you apply for the master's programme?

"The university world attracted me and I wanted to continue my education in media and media technology as it was a natural progression from my bachelor's degree in digital image production. After graduating, I worked with web TV and moving images, including a period at SVT in Malmö, and as a lecturer at Blekinge Institute of Technology. I can make good use of my professional experience in this programme, both on the theoretical and practical level. As I have now moved to Malmö and I have friends and family who have studied at Malmö University previously, it felt like the ideal choice.  

"I was attracted by the fact that the programme focuses on a variety of media strategies and orientations as well as ways in which you can lead media production and develop different concepts."

What does the programme cover?  

 "It could be described as a cross-media technical programme that focuses on strategies and incorporates techniques and research methodology. It centres on process leadership methods and theory – in media strategy for example – and working on the practical level with individual and group projects.

"As we are living in an increasingly connected world and more and more people are active users of social media, we have talked a great deal about how we need to address the challenges facing traditional media, both now and in the future. Navigating on the Internet and mobile platforms in the search for innovative solutions is definitely putting our talents to the test.  

"When you opt to continue your studies on this level it brings you a step closer to research. It is no longer a question of doing things practically or studying the theory but instead – to a greater extent than previously – asking yourself why you are doing something. You also ask yourself if it can be developed and if it is sustainable and you attempt to identify the rationale behind different media solutions." 

What have you achieved?

 "We have conducted a number of smaller practical exercises, such as building robots to teach us about programming and as a means of getting to know each other. We have also built and developed prototypes. In one of the projects my group produced a travel app, which in simple terms could be described as a bespoke guidebook. Our basic idea was to make the app more personal by tapping into the resources of friends and other people to obtain tips for a specific occasion. At the same time it gave us the opportunity to work on a very strategic level with regard to choice of target groups. It was an extremely rewarding project," said Jens Sjöberg.  

Has there been a lot of studying?

"It is highly individual how you perceive studying as it depends to a large extent on what you bring with you into the programme. The teaching is entirely in English and, as the name suggests, it is on an advanced level although with more reading and even more self-study. It is very much a question of finding a structure and adapting yourself in order to combine the range of practical and theoretical elements."  

What do you intend to do after you have graduated?

"I have opted to follow a more pedagogical route. Ideally, I would like to work as a lecturer at Malmö University."  

This growing complexity requires a new type of knowledge

Sara Leckner is assistant professor and has been involved in developing the new Master’s programme Strategic Media Development

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 What is the programme about?

"The one-year master programme Strategic Media Development focuses on in-depth knowledge of new media technology, particularly for strategic and business solutions in multiple-channel publishing. If you want to be able to use new media technologies in a strategic, innovative and analytical way, from both a theoretical and practical standpoint, this programme provides a good foundation."

Why is this expertise needed?

"The media landscape has changed a lot the last 20 years and continues to change in a fast pace, where media are being used in an increasing amount of contexts in society today. This growing complexity requires a new type of knowledge. This programme is developed to meet this need, and we believe that there will be a high demand for those who graduates from the program, since this type of competence is something that is requested by the media industry."

Why is Malmö University a good choice?

"Malmö University is young and modern and we have established a good relationship with many companies in the region. The education in Media Technology maintains high quality and has received several educational awards in the last years, both internally and externally, and from both academia and the business sector. A strength of the education is its multidisciplinary faculty, with expertise in a variety of areas in the field of media technology. Thus, we believe that the programme stands up well in competition with similar programs at other universities."

What kind of job can I get?

"After graduation the student has the prerequisites to develop and lead future businesses in a wide variety of positions in the rapidly changing media field. Possible positions are found in business, public sector as well as in academia. It can be anything from developing and manufacturing media industry, marketing and communications, IT and web development, to service industry and consulting, start-up of operations, or research. Possible titles are such as strategist, developer and project leader."

Knowledge of the external world increasingly important

Company executive Christer Hult has been involved in the creation of the new master's programme Strategic Media Design. He regards it as an excellent programme, led by knowledgeable teachers with enquiring minds.

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Christer Hult is head of the company Digital Context. He is a trained historian and has worked as a researcher. He began his career at Lund University. He wanted to create an interaction design centre during the early 1990s as it was a field that was set to grow and he found it extremely interesting. However, at the time it was difficult to get the university on his side as he was very much an early adopter with his ideas. This led him to start his own company, Digital Context, which he is still running today. Through his background, he came into contact early on with the Media Technology Programmes at Malmö University and he is now a member of the industry committee.

Why is Strategic Media Development a good programme?

"It is a new programme with expert staff with enquiring minds. The teaching staff are extremely responsive to what is happening externally. This is crucial if you are to succeed in the digital world."

Christer Hult also takes a positive view of the fact that the students are so involved.

"The two Bachelor's programmes, Production Manager: Media and Media Technology and Process Design, received exceptionally good assessments in the review by the Swedish Higher Education Authority and this is a sure sign that the teachers are doing a good job and that the students are happy."

Why is Malmö University a good choice?

"There's a sense of inquisitiveness within the University. And it is far from bureaucratic. There is a great deal of innovative thinking that acts as an enormous driving force. The Department of Media Technology and Product Development has a first-rate international network and it has just employed a new visiting professor, Jay Bolter from Georgia Institute of Technology. They also have good research links, which is crucial."

How does industry view this type of education?

"In the light of the fact that the digital world is evolving so rapidly, this is an excellent area of expertise to have. The programme offers the opportunity to develop strength in external analysis in this specific area and there are many companies that currently do not have that knowledge."  

About Digital Context

Digital Context is specialised in visual communication for industry and life science. For more than twenty years it has produced 3D animations, films and interactive learning. It uses eye-catching storytelling to communicate scientific concepts and to bring life to products and healthcare efforts. Its animation helps engage the target audience, whether it be B2B or doctors, healthcare personnel or patients. Its interactive skill creates rich media content for web and mobile applications. Products and medical devices come to life in its 3D animations. Use stunning visual tools to tell your story!


Syllabus for students admitted autumn 2017

Programme Code:
TAMEB revision 1
Swedish name:
Medieteknik: Strategisk medieutveckling, magisterprogram
Date of establishment:
19 June 2014
Date of ratification:
30 November 2016
Decision-making body:
Faculty of Technology and Society
Enforcement date:
28 August 2017

Entry requirements

  1. Degree of bachelor in Media Technology or in a related field. Examples of relevant degrees include, but are not limited to: computer science, informatics, information systems, human-computer interaction, interaction design, media/IT management, game development, media and communication studies and digital cultural studies. All degrees must be equivalent to at least 180 higher education credits.
  2. The equivalent of English 6/English B in Swedish secondary school.


Based on media technology the student is expected to be able to drive activities related to work of change, in relation to social, economic, and technical aspects, and the theoretical and practical preconditions under which new media technologies evolve. This provides the students with the prerequisites to successfully develop and lead future businesses in the rapidly changing field of media technology. After completing the programme, students should be well prepared to understand and manage different kinds of media-technology innovations and strategic development in their future professional careers in industry or academia.

The program consists of five courses (see below), which build on each other. The courses are read full time and sequentially (ME610A, ME6011A, ME613A, ME612A and ME620A).



For programme with start Autumn 2017:
Autumn 2017 - Semester 1
Spring 2018 - Semester 2

Learning outcomes

Knowledge and Understanding
On completion of the Master’s programme in Media Technology the student shall demonstrate:
  • deepened knowledge and understanding of media technology, including an overview of the field and advanced knowledge in new media technologies and multi-channel publishing in relation to strategic innovation efforts, as well as insight into current research and development
  • deepened knowledge of methodologies used in Media Technology
Skills and abilities
On completion of the Master’s programme in Media Technology the student shall demonstrate the ability to:
  • integrate knowledge and to analyse, evaluate and handle complex problems and situations also with limited information
  • independently identify and formulate problems, as well as plan and, by using suitable methods, carry out advanced tasks within given time frames
  • orally and in writing clearly present and discuss one’s conclusions and the knowledge and the arguments these are based upon, in dialog with different groups
  • apply the skills that are required to participate in research and development work, or to work with other qualified tasks
Judgement and Approach
On completion of the Master’s programme in Media Technology the student shall demonstrate:
  • capability, within the area of Media Technology, to make judgments taking into consideration relevant scientific, societal, and ethical aspects, as well as, showing awareness of ethical aspects of research and development
  • understanding of the possibilities and limitation of science, its role in society, and the responsibility of its use
  • ability to identify one’s needs of additional knowledge and to take responsibility for one’s progress within the area


Master's Degree (60 credits).
Degree of Master of Science (60 credits) with a Major in Media Technology.

Other Information

Admission requirements for semester two is shown in the syllabus for the course ME620A Media Technology: Master’s Thesis (One Year).


Further information

Samuel Andersson, Student Services Assistant
Phone: 040-66 57759

Sara Leckner, Programme Coordinator
Phone: 040-66 57129

The education is provided by the Faculty of Technology and Society at the department Media Technology and Product Development.