The teaching and research program of the Honorary Professor of Media Sciences focuses on media-imparted and public communication. Topics are the production of media content and its rules, the patterns of the use of media by the audience, and the effects of media-imparted communication on individuals, groups, organizations, and society.
International cooperations in teaching and research exist with the University of Amsterdam, the Kansas State University, the University of Texas, University of Georgia, and the University of Ontago, New Zealand.
The linking of theory and practical application is an important aim of the chair. Klaus Schönbach consults newspapers and broadcasting companies, and works with the curatorships of the "Internationales Centrum für Werbe- und Mediaforschung (ICW), Hamburg, the SWOCC in Amsterdam, and the SRSC in The Hague. He is lecturer at the Bayerische Akademie für Werbung und Marketing (BAW), the Steinbeis-Hochschule Berlin and the Georg von Holtzbrinck Medien Akademie.