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Economics and Media Management

Code: MM0066     Acronym: EGM

Classification Keyword
OFICIAL Economics and Management

Instance: 2017/2018 - 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 11 Syllabus 1 - 6 45 162

Teaching - Hours

Recitations: 3,00
Type Teacher Classes Hour
Recitations Totals 1 3,00
Suzana Margarida Dias dos Santos Cavaco 3,00

Teaching language

Suitable for English-speaking students


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;

To acquire the tools needed to interpret a Marketing plan.

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;

To interpret a Marketing plan.

Working method



  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

  5. Marketing Evolution

  6. Marketing Plan

Mandatory literature

ALBARRAN, Alan B.; Media Economics , Iowa State Press, 2002
ALBARRAN, A., CHAN-OLMSTED, S.M., WIRTH, M.; Handbook of Media Management and Economics, Routedge. ISBN: 0-8058-5003-1
DOYLE, Gillian; Understanding Media Economics, Sage Publications, 2013
PICARD, Robert G; he Economics and Financing of Media Companies, Fordham University Press, 2011
PICARD, Robert G.; WILDMAN, Steven S.; Handbook on the Economics of the Media, Edward Elgar Publishing, 2015. ISBN: ISBN-13: 978-1784715175
written by Alexander Osterwalder and Yves Pigneur; Business model generation. ISBN: 978-0-470-87641-1
KOTLER, Philip, ARMSTRONG Gary; Principles of Marketing, 2016
Kotler, Philip; Marketing 3.0. ISBN: 978-989-694-004-1

Complementary Bibliography

Cavaco Suzana 1968-; Mercado media em Portugal no período marcelista. ISBN: 978-989-689-228-9

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 with final exam

Assessment Components

Designation Weight (%)
Exame 50,00
Prova oral 15,00
Trabalho escrito 35,00
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

The student may choose: a) Distributed evaluation with final exam; b) Final exam. 

The distributed evaluation with final exam consists of a group assignment presented orally (35% report + 15% presentation) + written test (50%). Students must obtain a minimum score of 7.5 (on a scale of 0 to 20) in the written test.

Classification improvement

Make up only a final exam.
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