Instructor: George Tsourvakas
The course analyzes how to manage media organizations. Media manager follows seven steps when manages media organizations. The first step is the planning; that means how managers make long run and short run programs after they have scanned internal structures and value chains, culture, values and beliefs, and resources, such assets, skills, competences, knowledge and the additional external micro and macro environment. The second step is the strategy formulation; media managers make choices about the mission, vision, goals, objectives, policy and the general strategy to achieve the previous targets. If this strategy is a forward growth strategy could be one among competitive advantages strategies (cost leadership, differentiation, focus) or among corporate strategies (vertical and horizontal integration, market penetration, development, product development partnerships, globalization, mergers and acquisitions). The third step is the strategy implementation of specific programs, budgets and procedures for the department of marketing. The strategic marketing implementation refers to the content, price, placement, promotion, procedures, physical environment and people. The forth step is the accomplishment of human resource plans. Actually it is how managers organize departments, job, division of labor, span levels of control and hierarchy, recruitments’ methods and labor relations. Moreover it is how managers direct human resources, with which leadership style, motivation and incentive practices, communication methods, how they build team working, solve conflicts and insert changes but as well how manage knowledge, organizational culture and stress. The fifth step is the implementation of media productions plans; how the media select, produce and distribute contents, how they organize live events and which specific strategies they enforce related to the general strategy. The sixth step is the implementation of accounting and financial plans; how managers make budgets, analyze income statements, cash flows, equity assets and implement plans for fundraising and investment spending and use other economic information. The final step is the control and measure of the economic and social performance. Sometimes the performance measurement of media organizations is a complicate procedure as there are not only economic measurable objectives but also social non measurable aims. Therefore there are some different performance measurement mechanisms like benchmarking, mission statement, input – output method, input-action-output-outcome method, balance score technique, cost benefit analyses and corporate social responsibility techniques.
- Understanding the specificities of media management and marketing communications.
- Understanding different theories of media management and marketing communications.
- Implementing specific tools, practices and media management strategies.
- Clarify the unique characteristics of media management and media marketing
- Analyze specific case studies
- Presented specific media management and marketing strategies
Lectures, workshops, group work, in-class presentations, literature study, written assignments.
|Type of work||Description||Hours|
|Lectures||Thirteen 3-hours lectures||39|
|Group work||Organization and coordination of group work||20-25|
|Independent study||Study of compulsory and optional literature||40-45|
|Written assignments-Presentations||Written assignments
|Type of assessment||Learning outcome||Impact on final grade||Date of assessment|
|Participation in group work and discussion||1-2||20%||Regularly|
|Presentation of written assignment||1-2||20%||8th-12th week|
|Written assignments (short)||3-4||30%||5th-8th week|
|Written assignment (essay)||1-4||30%||14th week|
Albarran, Alan., Chan-Olmsted, Sylvia and Michael O. Wirth. (Eds). Handbook of Media Management and Economics. Mahwah, NJ: Lawrence Erlbaum Associates Publisherss, 2006
Küng, Lucy. Strategic Management in the Media Theory to Practice, London: Sage, 2008.
Picard, Robert G. The Economics and Financing of Media Companies, Fordham University Press, 2002.
Sylvie, George., LeBlanc, Jan Wicks., Hollifield, C. Ann., Lacy, Stephen and Ardyth Sohn, Broadrick. Media Management: A Casebook Approach. New York. NY: Taylor & Francis Group, LLC, 2008.
Tsourvakas, George. Managing Communicational and Cultural Organizations. Framework Tools and Strategies, Thessalonici: University Studio Press, 2012.