APPLIES TO ACADEMIC YEAR 2015/2016
ELE 3718 Media Economics
Responsible for the course
Mona K Solvoll
Department of Communication and Culture
According to study plan
Language of instruction
This course deals with topics related to marketing, market communication, public relations, business and management.
This course has some overlapping issues with the elective courses ELE 3755 Mediasociology and mediaeconomy (7,5 credits), held in Norwegian only. Consequently a combination of these courses can not be approved in a Bachelor's degree.
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 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.
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.
Doyle, Gillian. 2013. Understanding media economics. 2nd ed. Sage. 232 pages
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
Johnsen, Hallvard og Mona Solvoll. 2007. Demand for television sport. European Sport Management Quarterly. 4:7. 311-335, 24 pages.
Eisenmann et al. (2006): Strategies for two- sided markets, Harward Business Review, 11 pages.
Collection of articles:
2015. Compendium ELE 3718 Media Economics. Handelshøyskolen BI. (100 pages).
The compendium includes:
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
- 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)
No specified computer-based tools are required.
Learning process and workload
Teaching takes place throughout the semester organized as lectures (36 hours).
The lectures will cover important issues and theories of the field.
Recommended workload in hours:
|Preparation for lectures||
|Self-study/reading literature for exam||
|Total recommended use of time||
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.
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.
Support materials at written examinations are explained under exam information in our web-based Student handbook. Please note use of calculator and dictionary. https://at.bi.no/EN/student-information/examination/support-materials
A re-sit will be possible in connection with the next scheduled course.
Bachelor of Media Management and Jounalism:
JOU 3548 Economic and development in media replaced by ELE 3718 Media Economics.
This course has some overlapping issues with the elective courses ELE xx13 Mediasociology and mediaeconomy (7,5 credits), only given in Norwegian. Consequently a combination of theese courses can not be approved in a Bachelor's degree.