Course Information
FacultySocial and Economic Sciences
SchoolJournalism and Mass Communications
Cycle / Level2nd / Postgraduate
Teaching PeriodWinter
CoordinatorGeorgios Tsourvakas
Course ID600000926

Programme of Study: Master of Arts in Digital Media, Communication and Journalism-R

Registered students: 15
OrientationAttendance TypeSemesterYearECTS
European JournalismElective Courses1110
Digital Media, Culture and CommunicationElective Course belonging to the selected specialization (Elective Specialization Course)1110
Risk Communication and Crisis JournalismElective Courses1110

Class Information
Academic Year2018 – 2019
Class PeriodWinter
Faculty Instructors
Weekly Hours3
Total Hours39
Class ID
Course Type 2011-2015
Knowledge Deepening / Consolidation
Mode of Delivery
  • Face to face
Language of Instruction
  • English (Instruction, Examination)
Learning Outcomes
At the end of the semester students should have an understanding of: • The different management of media organizations • The media management theoretical framework • The media management practical tools and strategies
General Competences
  • Apply knowledge in practice
  • Retrieve, analyse and synthesise data and information, with the use of necessary technologies
  • Adapt to new situations
  • Make decisions
  • Work autonomously
  • Work in teams
  • Work in an international context
  • Work in an interdisciplinary team
  • Generate new research ideas
  • Design and manage projects
  • Appreciate diversity and multiculturality
  • Respect natural environment
  • Demonstrate social, professional and ethical commitment and sensitivity to gender issues
  • Be critical and self-critical
  • Advance free, creative and causative thinking
Course Content (Syllabus)
COURSE SCHEDULE Week 1: October 2 Introductions Review of Syllabus and Course Expectations Explanation of Assignments The Field Media Management; generic or unique Reading: • Robert Picard, Piet Bakker and Richard van der Wurff “Economic Growth and Advertising Expenditures in Different Media in Different Countries”, The Journal of Media Economics, 21(1):28-52, 2008 • Robert Picard “Unique Characteristics and Business Dynamics of Media Products," Journal of Media Business Studies, 2(2): 61-69, 2005 • Murschetz, Paul, & Tsourvakas, George “Media Management – Toward a New Paradigm?” Encyclopedia of Mass Media and Society, Sage 2016 Week 2: October 9 The Media Environment Types of Media Organizations Differences between media goods and commodities Identify journal articles for presentation Reading: • Peter K. Pringle, Michael F. Starr, and William E. McCavitt, “Electronic Media Management”, 4th Edition, Focal Press 1999 • Gillian Doyle, “Understanding Media Economics”, 2nd Edition Edition, Sage, 2013 • Alan Albarran, Sylvia Chan-Olmsted, and Michael Wirth, “Handbook of Media Management and Economics”, Lawrence Erlbaum Associates, 2006 Week 3: October 16 Media Strategy Programming media Organizations Mission, Vision, Policy, Targets, Plans Decision making in media organizations Reading: • Robert G. Picard, “Value Creation and the Future of News Organization: Why and how journalism must change to remain relevant in the twenty-first century”, Formalpress, 2012 • Lucy Kung, “Innovators in Digital News”, Reuters Institute for the Study of Journalism, University of Oxford, 2015 • Alan B. Albarran, “The Transformation of the Media and Communication Industries”, Media Markets Monographs Series, University of Navarra, 2010 • Dekoulou, Paraskevi; Tsourvakas, George, ” The polarization of commercial and journalistic values in the newspaper industry: An exploratory study in Greece”, Journal of Applied Journalism & Media Studies, 1(2): 181-200, 2012 Week 4: October 23 Organizing Structures Organizational chart, departmentalization, job description Delegation, rotation, empowerment Labor relations Reading: • George Sylvie, Jan Wicks LeBlanc, C. Ann Hollifield, Stephen Lacy, Ardyth Sohn Broadrick, “Media Management: A Casebook Approach”, 4th edition, Routledge, 2007 • Annet Aris, Jacques Bughin, “Managing Media Companies : Harnessing Creative Value”, 2nd Edition, Wiley, 2012 • William Houseley (Author), Tom Nicholls (Author), Ron Southwell (Author), Pamela Block (Editor). “Managing in the Media”, Focal Press, 2001 • Kenneth D. Loomis & Alan B. Albarran, “Managing Radio Market Clusters: Orientations of General Managers”, Journal of Media Economics, 17)(1): 51-69, 2004 Week 5: October 30 Human resource management Leadership; Motivation Team work Reading: • Lucy Küng-Shankleman, “Inside the BBC and CNN: Managing Media Organisations”, Rutledge, 2000 • LUCY KÜNG (ed.), ” Leadership in the Media Industry Changing Contexts, Emerging Challenges”, JIBS Research, N1-2006 • George Tsourvakas, Yorgos Zotos & Paraskevi Dekoulou, “Leadership Styles in the Top Greek Media Companies: Leading People with a Mixed Style”, International Journal on Media Management, 9(2): 77-86, 2007 • GEORGE TSOURVAKAS, ANDREAS VEGLIS and YORGOS ZOTOS, “The motivation of journalists within local newspapers”, Communications - The European Journal of Communication Research, 29(4): 515-523, 2004 Week 6: November 6 Organizational culture; Knowledge media management Change media management Organizational communication, conflicts, emotional intelligence Reading: • Stephen Quinn, “Knowledge Management in the Digital Newsroom”, Focal Press, 2002 • LEONA ACHTENHAGEN (ed.), “Organizing Media: Mastering the Challenges of Organizational Change”, JIBS Research, N1-2007 • Randall K. Scott, “Human Resource Management in the Electronic Media”, Praeger; First Edition edition, 1998 • Paraskevi Dekoulou, Karin Pühringer, Chrysanthi Georgakarakou & George Tsourvakas, “Integrating Learning and Work in the Newspaper Industry: A Comparative Study of Greek and Swiss Journalists”, Journal of Media Business Studies, 7(1): 59-90, 2010 Week 7: November 13 Operational media management Finance and Accounting Value chain and technology systems in media companies Articles Presentations Reading: • Robert Picard, “The Economics and Financing of Media Companies” 2nd Edition, Fordham University Press, 2011 • Valerie L. Vaccaro & Deborah Y. Cohn, “The Evolution of Business Models and Marketing Strategies in the Music Industry”, International Journal on Media Management, 6(1-2): 46-58, 2004 • Bernd Schulze, Thomas Hess & Bernd Eggers, “The Internet's Impact on Content Utilization Chains: An Exploratory Case Study on Leading Publishers in Germany”, International Journal on Media Management, 6(1-2): 11-22, 2004 Week 8: November 20 Marketing for media organizations; 7ps Building brands Articles Presentations Reading: • Siegert, G., Förster, K., Chan-Olmsted, S.M., Ots, M. (Eds.), “Handbook of Media Branding”, Springer, 2015 • MART OTS (ed.), “Media Brands and Branding”, JIBS Research, N1-2008 • Heinz-Werner Nienstedt, Frank Huber & Carolin Seelmann, “The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands”, International Journal on Media Management, 14(1): 3-26, 2012 Week 9: November 27 Marketing communications E-marketing, PR, advertising, personal relations, sponsorship, direct marketing, promotion tools Articles Presentations Reading: • PÉREZ-LATRE, Francisco Javier, “Issues on Media and Entertainment”, Media Markets Monographs Series, University of Navarra, 2006 • George Tsourvakas, Kostas Agas, Athina Zotos & Andreas Veglis, “Consumer Magazine Subscription: The Roles of Customer Satisfaction and Content Quality”, Journal of Media Business Studies, 1(2): 29-46, 2004 • Kati Förster, “Key Success Factors of TV Brand Management: An International Case Study Analysis”, Journal of Media Business Studies, 8(4), 1-22, 2011 Week 10: December 4 Strategic planning and SWOT analysis Competitive strategies Essay presentations Reading: • Lucy Kueng, “Strategic Management in the Media: Theory to Practice Paperback”, Sage, 2008 • Rober Picard (editor), “Strategic Responses to Media Market Changes”, JIBS Research, N2-2004 • Nikos Leandros & George Tsourvakas, “Intensive Competition and Company Failures in Subscription Television: Some European Experiences”, International Journal on Media Management, 7(1-2): 24-38, 2005 • Sylvia M. Chan-Olmsted & Jack C. C. Li, “Strategic Competition in the Multichannel Video Programming Market: An Intraindustry Strategic Group Study of Cable Programming Networks”, Journal of Media Economics, 15(3): 153-174, 2002 • Michael Stephan, “Diversification Strategy of Global Media Conglomerates: A Comment”, Journal of Media Economics, 18(2); 85-103, 2005 Week 11: December 11 Corporate strategies Essay presentations Reading: • Robert G. Picard. “Media Product Portfolios: Issues in Management of Multiple Products and Services” Lawrence Erlbaum, 2005 • James P. Roberts, “Producers' Decision Making During Product Development in the Entertainment Industry: Addressing the Cognitive Gap”, International Journal on Media Management, 13(4): 277-295, 2011 • Sven Jockel & Thomas Dobler, “The Event Movie: Marketing Filmed Entertainment for Transnational Media Corporations”, International Journal on Media Management, 8(2): 84-91, 2006 Week 12: January 8 Mergers & acquisitions Essay presentations Reading: • Sylvia M Chan-Olmsted, “Competitive Strategy for Media Firms Strategic and Brand Management in Changing Media Markets” Routledge Communication Series, 2005 • CINZIA DAL ZOTTO (editor), “Growth and Dynamics of Maturing New Media Companies”, JIBS Research, N2-2005 • Sanghee Kweon, “A framing analysis: How did three U.S. News magazines frame about mergers or acquisitions?” International Journal on Media Management, 2(3-4): 165 -177, 2000 • Sylvia M. Chan-Olmsted, “Mergers, Acquisitions, and Convergence: The Strategic Alliances of Broadcasting, Cable Television, and Telephone Services”, Journal of Media Economics, 11(3): 33-46, 1998 Week 13: January 15 Global strategies Essay presentations Reading: • Dennis F. Herrick, “Media Management in the Age of Giants: Business Dynamics of Journalism”, 2nd Edition, University of New Mexico Press, 2012 • Mania Strube, “Entering Emerging Media Markets: Analyzing the Case of the Chinese Magazine Market”, International Journal on Media Management, 12(3-4): 183-204, 2010 • Gillian Doyle, “Managing Global Expansion of Media Products and Brands: A Case Study of FHM”, International Journal on Media Management, 8(3): 105-115, 2006 • Tadeusz Kowalski, “Media Internationalisation: The case of Poland”, International Journal on Media Management, 2(3-4): 143-152, 2000 • Richard A. Gershon, “The Transnational Media Corporation: Environmental Scanning and Strategy Formulation, Journal of Media Economics, 13(2): 81-101, 2000
Educational Material Types
  • Notes
  • Slide presentations
  • Video lectures
Course Organization
Laboratory Work
Reading Assigment
Field trips and participation in conferences / seminars / activities
Written assigments
Student Assessment
Student Assessment methods
  • Written Assignment (Formative, Summative)
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