Media Economics

Code:

MM0045

Acronym:

EM

Keywords
Classification	Keyword
OFICIAL	Economics and Management

Instance: 2014/2015 - 1S

Active?	Yes
Responsible unit:	Department of Informatics Engineering
Course/CS Responsible:	Master in Multimedia

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MM	14	Syllabus	1	-	6	45	162
			2

Teaching language

Suitable for English-speaking students

Objectives

Main objectives:

To provide an outlook over (i.e., introduce concepts and tools needed to characterize and understand) the functioning of media markets;

To understand the complexity and specificity of Media products and markets;

To identify opportunities, constraints and challenges in Media activity;

To acquire the tools needed to design business plans.

Learning outcomes and competences

By the end of the curricular unit, students should be able:

To characterize Media markets;

To learn the evolution and to identify the recent trends in Media markets;

To elaborate a business plan;

To design business models for activities in the Media field.

Working method

Presencial

Program

1. 
   

   Media Economics: concepts and issues

   
   


2. 
   

   Complexity and specificities of Media products and markets

   
   


3. 
   

   Media activity: opportunities, constraints and challenges

   
   


4. Business models

Mandatory literature

ALBARRAN, Alan B.; Media Economics , Iowa State Press, 2002
CAVACO, Suzana; Mercado media em Portugal no período Marcelista: os media no cruzamento de interesses políticos e negócios privados, Edições Colibri, 2012
DOYLE, Gillian; Understanding Media Economics, Sage Publications, 2013
Jean Gabszewicz, Nathalie Sonnac, Joana Resende ; “Media as multi-sided platforms” (2014), forthcoming International Handbook on the Economics of Media
ed. by Martin Peitz and Joel Waldfogel; The Oxford handbook of the digital economy. ISBN: 978-0-19-539784-0
written by Alexander Osterwalder and Yves Pigneur; Business model generation. ISBN: 978-0-470-87641-1
PICARD, Robert G; he Economics and Financing of Media Companies, Fordham University Press, 2011
VOGEL, Harold L; Entertainment Industry Economics: A Guide for Financial Analysis, Cambridge University Press, 2010

Teaching methods and learning activities

The teaching methods combine theoretical exposition with discussion of real cases. Research assignments on topics related to the curricular unit syllabus are given to the students. Teamwork (inside and outside classroom) and individual participation are strongly encouraged.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Prova oral	50,00
Trabalho escrito	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	80,00
Estudo autónomo	40,00
Frequência das aulas	42,00
Total:	162,00

Calculation formula of final grade

Distributed assessment without final exam consists of a assignment with oral presentation: written assessment (50%) + oral presentation (50%).

Classification improvement

The written assignment grade can be improved, depending on the rules established by the teacher.