Media Management and Economics

Introduction

This course deals with topics related to value creation, marketing, market communication, public relations, business and management in relation to the media industries.
 

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 disruptive technology
• Media consumption; long tail and niche media