Business of Media

Catalog description

This course will take you behind the scenes in the media industry to investigate how its economic structure affects the content we see and the composition of audiences. We will explore tensions between traditional and emerging media as they compete to retain existing customers and acquire new ones. You’ll learn to critically analyze how concepts such as profits, politics, ownership, data-gathering and agenda setting relate to media. Students will learn some fundamental business concepts, which will enable them to communicate about business decisions and engage in important debates about the future of media. Students completing this course will understand the economics (and economies) of media and thus be better prepared to become leaders in media organizations whether by way of a career in media sales, marketing, advertising, public relations, journalism, creative design, production, broadcasting, etc.