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|
Prepare for teaching
Student's own work with learning resources
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.