Critical introduction to the changing economic forces which direct and constrain the choices of managers in various sub-sectors of the media.

3 hour weekly meetings (lectures and seminars)

None

None

Class Test (3 hours) - 50% 

Essay (2000 words) - 50%

course aims to:

■ Provide a critical introduction to the changing economic forces which direct and constrain the choices of managers in various sub-sectors of the media

■ Deliver knowledge and understanding of economic concepts and issues in the context of media industries

By the end of this course students will be able to:

■ identify the main economic characteristics of media

■ Critically assess a range of significant issues and topics that impinge on the economics of media firms and industries, for example, advertising, competitive market structures, competitive tools, deficit financing, digitization, economic cycles, economies of scale and scope, expansion and diversification, market failure, media concentration and competition, networks, protectionism and free trade, pricing strategies, segmentation of demand, vertical supply chain for media, and windowing

■ research economic issues and questions surrounding media industries.

■ utilise conceptual and personal transferable skills gained though seminar participation and assessed work for problem recognition and problem solving, critical analysis, written communication and time management.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.