Media Management and Marketing Communications | DIM 107

Instructor: George Tsourvakas

Course Description
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.


Course Objectives

  • 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.


Learning Outcomes

  1. Clarify the unique characteristics of media management and media marketing
  2. Analyze specific case studies
  3. Presented specific media management and marketing strategies


Class/Learning activities

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
Research Case study 35-40
Written assignments-Presentations Written assignments

  1. five short assignments (500-800 words)
  2. essay (1.500-2.000 words)
  3. in-class presetations
Total workload 254-289



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


Required Reading

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.

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