What will you study?

Six core modules and a dissertation preparation module

Assessment by essays, presentations, exercises and a 15,000 word dissertation (no examinations).

They are:

Introduction to Media Management

This module provides an introduction to the course and to the strategic and operational disciplines required for executives working with modern media organisations. It also introduces a number of conceptual tools that will be used throughout the course.

The aim of this introductory module is to orientate the student, introduce key tools and concepts, and highlight some of the key themes and challenges facing media and content organisations. It is designed to describe an overarching structure for the course reflecting the integrated nature of the problem solving process and a framework for understanding the interconnections within sectoral value chains.

Media Economics

Media Economics provides a critical introduction to the economics of the media and content industries (including broadcasting, print media, film, recorded music and interactive media). It examines the revenue and cost structures of these industries and the economics of the key processes of production, distribution and consumption. Particularly attention is paid to:

• The changing patterns of activity in these areas;
• The impact that new technologies and consumer behaviours are having upon the media and content industries;
• The way these changes are impacting and influencing the development of media business models.

Responding to a changing media environment

Research and analysis provides organisations with the information and understanding they require in order to make decisions, formulate strategies and develop solutions to strategic problems. Synthesis is where the information and insights gained during the analysis stage are transformed into creative concepts, business plans or plans for organisational transformation.

This module addresses the theoretical aspect of strategy formulation and introduces a number of tools and practices. Exercises and projects encourage students to apply their knowledge and creativity in a practical and realistic fashion.

Skills developed include;

• Crafting business cases
• Writing business plans
• Media and content product development
• Developing creative strategies

The international media firm in transition

The international media firm in transition aims to provide students with an understanding of the structure and functions of media organisations operating in each of the key media verticals. It also addresses the international nature of these industries, highlighting territorial variations and providing examples of how media organisations around the world have risen to the task of synthesising commercial and strategic solutions to the challenges they face. The module will examine the various ways in which private and public media organisations are changing and will highlights key topical issues such as the challenge of piracy and file sharing technologies, the switch to on demand, the challenges posed to traditional content and audience aggregation models, the impact of globalisation and the role of media and content production and distribution within the 'knowledge economy'.

Strategy implementation in the media firm

The success of strategic programmes, commercial projects and creative initiatives is dependent upon effective implementation. However, good the strategy it will founder if issues of organisational change, communication, and logistical support are paid insufficient attention. This module addresses the challenges facing media organisations as they seek to transforming theory into practice and plans into concrete solutions.

Issues addressed by this module include:

• The media product development cycle (the challenges of taking products and services to market)
• Implementing strategic and organisational change
• Leadership
• Media mergers and acquisitions
• Valuing acquisition targets
• Competition, co-operation, alliances and networks
• Creating multi-platform products and services
• Challenges across media verticals
• Creating value in a networked environment

Media operations and organisation

Media operations and organisation addresses the issues of business continuity and efficiency essential to the success of any media entity. While the strategic management modules focus more upon direction setting and coping with change, this module provides an overview of the range of management disciplines that underpin organisation effectiveness. Issues and skills addressed within the module include:

• Human resources
• Managing creative people
• Managing joint ventures
• Negotiation skills
• Organisation culture and learning
• Organisational systems and processes
• Performance metrics
• Legal affairs
• Sales management
• Marketing and public relations
• Direct marketing and customer relationship management
• Ethics
• Content sales and acquisition
• Project management
• Information systems
• Managing cultural diversity

Please note: The University reserves the right to alter the number and content of modules as and when necessary