According to Sec. 5 of the admission regulations (Zulassungsordnung), the topic of the three-page statement of purpose is “Inhalt und Selbstverständnis praxisbezogener Kulturvermittlung” (Content and Self-Conception of Practice-related Cultural Mediation). Within the overall framework of this topic, you can determine the focus of the content, depending on your previous professional development, the fields in which you work or your expectations for your future career or your reasons for applying to the Institute for Cultural and Media Management.
The aim of the statement of purpose is to provide the selection committee with a broader view of who you are. For that reason, subjective statements and opinions are explicitly encouraged. Theoretical references and the use of quotes and footnotes are also possible.