ELE 3718 Media Economics
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APPLIES TO ACADEMIC YEAR 2012/2013
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ELE 3718 Media Economics Responsible for the course Mona K Solvoll Department Department of Communication - Culture and Languages Term According to study plan ECTS Credits 7,5 Language of instruction English Introduction This course deals with topics related to marketing, market communication, public relations, business and management. Learning outcome Acquired Knowledge 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 industry- perspective on both traditional media sectors as well as the digital media Acquired Skills Students shall be able to describe and explain the debates between different economic theories on 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. Reflection 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. Prerequisites None Compulsory reading Books: Doyle, Gillian. 2002. Understanding media economics. Sage. 184 pages. Also available from http://site.ebrary.com/lib/bilibrary/home.action Articles: Online articles:. Available from databases at the BI library. Picard, R. 2005: Unique Characteristics and Business Dynamics of Media Products. Journal of Media Business Studies, 2(2), 61-69.9 pages, available from http://www.jombpagecom/articles/2005224.pdf Bakker, Piet. 2002: Free Daily Newspapers – Business models and strategies (8 pages). Available from http://www.newspaperinnovation.com/overview/files/JMM_4_3_Bakker.pdf Picard, van der Wurff and Piet Bakker (2008): Economic Growth and Advertising Expenditures in different countries, 25 pages, available from http://www.robertpicard.net/files/econgrowthandadvertising.pdf Johnsen, Hallvard og Mona Solvoll. 2007. Demand for television sport. European Sport Management Quarterly. 4:7. 311-335, 24 pages. Available from databases at the BI library. Eisenmann et al. (2006): Strategies for two- sided markets, Harward Business Review, 11 pages. Other: Collection of articles in compendium. Handelshøyskolen BI. (144 pages). Shapiro and Varian.2000: Information Rules - a strategic guide to the Network Economy - Chapter 3 Versioning Information, page 57-84, 28 pages - Chapter 7 Networks and Positive Feedback, page 173-225, 53 pages Caves, Richard E. 2000: Creative Industries: Contracts between Art and Commerce, Harvard University Press - Introduction, 17 pages - Chapter 8 The Nurture of Ten-Ton Turkeys, page 136- 145, 10 pages Gaustad, Terje. 2002: The Problem of Excludability for Media and Entertainment Products in New Electronic Market Channels. Electronic Markets, volume 12, issue 4, 5 pages Vogel, Harold L. 2011: Entertainment Industry Economics: A Guide for Financial Analysis (7th Edition), Cambridge University Press - Chapter 1 Economic Perspective, 19 pages - Chapter 2 Basic Elements, 12 pages Articles/ chapters available as e-books:. Doyle, Gillian. 2002: Media Ownership. Available from http://site.ebrary.com/lib/bilibrary/home.action and as google book http://books.google.com/books/about/Media_ownership.html?id=p8iNIUlAPDMC - Chapter 2 Media Concentrations and pluralism, page 11-30, 19 pages, - Chapter 3 Industrial and Economic Policy Aims, page 30- 43, 13 pages Albarran, Alan B.,Chan-Olmsted, Sylvia M. and Wirth, Michael O. 2006. Handbook of media management and economics. Available from http://www.dawsonera.com/depp/reader/protected/external/AbstractView/S9781410615589 - Chapter 14 page 297-324; 17 pages, industry- specific management issues - Chapter 15 page 325- 345; 20 pages, Issues in market structures - Chapter. 22 page 493- 523; 30 pages, Issues in political economy and - Chapter 20 page 445-463; 18 pages, Issues in convergence Recommended reading Books: Albarran, Alan B. 2010. The media economy. Routledge. 200 Course outline
Computer-based tools No specified computer-based tools are required. Learning process and workload Teaching takes place throughout the semester organized as lectures (30 hours) and seminars (15 hours). The lectures will cover important issues and theories of the field. The seminars will provide an arena for focussed discussion of these issues and theories. Attendance at the seminars is required and students are expected to analyse and present two cases. Recommended workload in hours:
Examination A 72-hour take home examination concludes the course. The home examination is given over an assigned topic and can be solved individually or in groups of no more than three students. The home examination accounts for 100% of the course grade. Examination code(s) ELE 37181 - 72-hours take-home examination, counts for 100% towards the final grade in ELE 3718 Media Economics, 7.5 credits. Examination support materials All support materials are permitted. Examination support materials at written examinations are specified under exam information in our web-based Student handbook. Please note the use of calculator and dictionary. http://www.bi.edu/studenthandbook/examaids Re-sit examination A re-sit will be possible in connection with the next scheduled course. Additional information |
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