Course description

Media Management and Economics


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

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 outcome 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.

Exam organisation

  • Home exam: 100%