This course focuses on the key economic and strategic concepts, challenges, and opportunities that are central to the management of contemporary media organizations. The course is grounded in the growing academic and professional literatures examining the unique nature of media products and services and the unique and rapidly changing marketplace dynamics in which media organizations operate. Given the ongoing convergence of media industries and technologies, this course focuses on concepts, analytical tools, and issues that have relevance across the full range of media industry sectors.
Upon successful completion of this course, students will be able to:
- Assess and critique media management and strategic decisions from a perspective that is well-informed by knowledge of the distinctive characteristics of media markets.
- Analyze the managerial and strategic challenges and opportunities presented by technological and economic changes affecting different media sectors.
- Formulate and justify strategic responses to changing technological and economic conditions in the media marketplace.