Course Description
Media Management is designed to provide students with detailed insight into the structures, management, processes, economics of and controversies surrounding the electronic media industries in the United States in the early 21st century. The course will be valuable as a part of career preparation for students interested in working in broadcasting and related industries such as advertising, media sales and public relations. For students with other career interests, this course will provide a firm foundation for understanding how the electronic media industries operate
Learning Outcomes
Upon completion of this course students should be able
· Analyze the organizational and economic structures of the major electronic media industries
· Examine programming methods and strategies used in media industries
· Analyse the strategies for advertising, production and programming
· Examine Controversies and issues affecting electronic media organizations
· Discuss Convergence, new technologies, and their impact on the electronic media landscape
· Describe the fundamental history of electronic media
· Explain the Legal, ethical and other regulatory challenges facing the electronic media.
Course Content
· Electronic media Trends
· Electronic Media Economics
· Advertising
· Audience Measurement
· Internet: background, current status and community internet
· Radio: Regulation and current status
· Television; History, regulation, Programming and Structure
· Cable and other delivery systems: economics, programming
Required Reading Materials
· Alan B. A (2013). Management of Electronic Media, (5th ed.). Wadsworth ISBN: 978-1-111-34437-5
· Cole, A. (2003). Management Theory and Practice. New York: McGraw Hill.
· Koontz, H., &O’Donnel, C. (1975). Principles of Management Function. New York: McGraw Hill.
Optional Reading Materials
· Ghartey-Tagoe, D. (2010). The Broadcaster’s Companion. Ghana: Black Mask Ltd.
· Meeske, M.D. (2006).Copywriting for the Electronic Media: A Practical Guide. (5th ed.). USA: Thomson Wadsworth.
· Peter, K. et all. (1986). Electronic Media Management. (2nd ed.). Butterworth: Heinemann.
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