Kun tilgjengelig i engelsk

ELE 3718 Media Management and Economics

ELE 3718 Media Management and Economics

Course code: 
ELE 3718
Communication and Culture
Course coordinator: 
Mona Kristin Solvoll
Product category: 
Bachelor - Electives
2018 Autumn
Active status: 
Teaching language: 
Course type: 
One semester

This course deals with topics related to marketing, market communication, public relations, business and management.

Learning outcomes - 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 understanding of both traditional media sectors as well as the digital media, focusing on news media.

Learning outcomes - Skills

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.

Learning Outcome - 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, in addition to greater social changes. 

The course will also help develop students' pwers as critical, creative and active thinkers. 

Course content
  • 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
Learning process and requirements to students

Teaching takes place throughout the semester organized as lectures (36 hours).  

The lectures will cover important issues and theories of the field.

Software tools
No specified computer-based tools are required.
Additional information

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.

Required prerequisite knowledge

No particular prerequisites.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination when next scheduled course
100No72 Hour(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:72 Hour(s)
Exam code: ELE37181
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Workload activityDurationType of durationComment student effort
Prepare for teaching72Hour(s)
Self study92Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Workload activity:Prepare for teaching
Duration:72 Hour(s)
Workload activity:Self study
Duration:92 Hour(s)
Sum workload: 

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.

Talis literature


Authors/Editors År Tittel Edition Publisher StudentNote
Doyle, Gillian 2013 Understanding media economics 2nd ed Sage 232 pages
Authors/Editors År Tittel Journal Edition Publisher StudentNote
Versioning Information Versioning Information Chapter 3, pages 57-84
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.
Krumsvik, A. H.; Pedersen, P. E.; Kvale, K. Market Structure and Media Innovation Policies in Norway Market Structure and Media Innovation Policies in Norway pp. 167-179
Google: The good or evil search engine Google: The good or evil search engine Chapter 6 about Google: The good or evil search engine
Authors/Editors År Tittel Edition Publisher StudentNote
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
Barland, Jens 2013 Innovation of new revenue streams in digital media : journalism as customer relationship
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
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.
Andrea, Ovans 2015-01-25 What Is a Business Model?
Authors/Editors År Tittel Edition Publisher StudentNote
I tillegg til angitt litteratur kan det komme 1 - 5 relevante artikler. Publiseres på Itslearning