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