ELE 3718 Media Management and Economics
This course deals with topics related to marketing, market communication, public relations, business and management.
Students shall develop a basic understanding of how the media industry is organized, its business practices, operations, content and technology and policy regulation. Furthermore students will acquire an understanding of both traditional media sectors as well as the digital media, focusing on news media.
Students shall be able to describe and explain current media issues as well as the major economic changes that have taken place. They shall be able to apply interpretations of research and economic theories in explaining media opportunities and risks for business enterprises as well as regards marketing and public relations.
The students shall develop an understanding of the key mechanisms in media economics and in an ethical perspective make a judgement of how these influence the media market and the media output, in addition to greater social changes.
The course will also help develop students' pwers as critical, creative and active thinkers.
- Introduction to media economics - key characteristics of the media (Macro- and microeconomics, the firm, competitive market structures)
- Public goods versus private goods (Business models for television (PSB, commercial, Pay per view) and news production (online and print))
- Old and new supply chains in media co-production with customers (Growth strategies, convergence, expansion and integration, produsage in content-driven media)
- Economics of media firms - a market point of view or a social policy point of view (The advertising industry, public policy and consumer choices)
- Characteristics of major media sectors (Television, print and internet newspapers, music industry, film and publishing)
- Digital media economics (Business models, transaction cost theory, windowing, rights)
- The global media economics (Media ownership, media houses, technological and cultural constrains and opportunities)
- Business models, innovation and distruptive technology
- Media consumption; long tail and niche media
Teaching takes place throughout the semester organized as lectures (36 hours).
The lectures will cover important issues and theories of the field.
For electives re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.
Higher Education Entrance Qualification.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|100||No||72 Hour(s)||Group/Individual (1 - 3)|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Resit:||Examination when next scheduled course|
|Workload activity||Duration||Type of duration||Comment student effort|
|Prepare for teaching||72||Hour(s)|
|Workload activity:||Prepare for teaching|
|Workload activity:||Self study|
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.
|Doyle, Gillian||2013||Understanding media economics||2nd ed||Sage||232 pages|
|H. van Kranenburg||2017||Innovation Policies in the European News Media Industry : a comparative study||Kun kapittel av Krumsvik, A. H., Pedersen, P. E., and Kvale, K. ”Market Structure and Media Innovation Policies in Norway, pp. 167-179|
|Shapiro, Carl; Varian, Hal R.||c1999||Information rules: a strategic guide to the network economy||Information rules: a strategic guide to the network economy||Harvard Business School Press||Chapter 3 Versioning Information (page 57-84, 28 pages)|
|Vogel, Harold L.||2015||Entertainment industry economics: a guide for financial analysis||Entertainment industry economics: a guide for financial analysis||9th ed||Cambridge University Press||Chapter 2 Basic Elements.|
|Gaustad, Terje||2002||The Problem of Excludability for Media and Entertainment Products in New Electronic Market Channels|
|Eisenmann, Thomas; Parker, Geoffrey; Alstyne, Marshall W. Van||2006||STRATEGIES FOR TWO- SIDED MARKETS|
|Huang, J. Sonia; Wang, Wei-Ching||2014||Application of the Long Tail Economy to the Online News Market: Examining Predictors of Market Performance|
|Barland, Jens||2013||Innovation of new revenue streams in digital media : journalism as customer relationship|
|van der Wurff, Richard||2011||Are News Media Substitutes? Gratifications, Contents, and Uses|
|van der Velde, Wouter; Ernst, Olaf||2009||The future of eBooks? Will print disappear? An end-user perspective|
|Wikhamn, B.R. ; Knights, D.||2016||Associations for disruptiveness – The Pirate Bay vs. Spotify|
|Wlömert, Nils; Papies, Dominik||2016-06||On-demand streaming services and music industry revenues — Insights from Spotify's market entry|
|Aguiar, Luis; Martens, Bertin||2016-03||Digital music consumption on the Internet: Evidence from clickstream data|
|Myllylahti, Merja||2016-05-13||What Content is Worth Locking Behind a Paywall?|
|Enli, Gunn; Syvertsen, Trine||2016-07-14||The End of Television—Again! How TV Is Still Influenced by Cultural Factors in the Age of Digital Intermediaries|
|Buhmann, Alexander ; Hellmueller, Lea ; Bosshart, Louis||2015||Popular Culture and Communication Practice|
|Johnson, Erik A. J.||2012-11||Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Alexander Osterwalder and Yves Pigneur. Hoboken, NJ: John Wiley & Sons, 2010. 281 + iv pages. US$34.95.||Deles ut på Its Learning eller lastes ned fra http://www.businessmodelgeneration.com/downloads/businessmodelgeneration... (pages 14-44)|
|Andrea, Ovans||What Is a Business Model?|
|I tillegg til angitt litteratur kan det komme 1 - 5 relevante artikler. Publiseres på Itslearning|