Economics and Media Management

Code:

MM0066

Acronym:

EGM

Keywords
Classification	Keyword
OFICIAL	Economics and Management

Instance: 2023/2024 - 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

1. To discuss the complexity and specificities of the media;


2. To study markets, ownership strategies, and business models;


3. To provide concepts and tools for preparing a business plan;


4. To discuss the temporal relevance of institutions in the consumption of media goods;


5. To discuss opportunities, constraints, and trends in the current media ecosystem.


6. To provide the tools needed to interpret a Marketing plan

Learning outcomes and competences

At the end of the course, students should be able to:

1. To understand the complexity and specificities of the media;
2. To characterize markets, ownership strategies, and media business models;
3. To present a business plan in the Media and/or communication sector;
4. To analyze the consumption of media goods;
5. To identify opportunities, constraints, and trends in the current media ecosystem;
6. To interpret a Marketing plan.

 

Working method

Presencial

Program

1. Economics and Media


2. Market structure and business models


3. Media, demand and the state: yesterday and today


4. Innovation and creative destruction: new and old challenges


5. Marketing

• Marketing evolution


• Marketing Plan

Mandatory literature

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
HALLIN, Daniel C., MANCINI, Paolo; Comparing Media Systems: Three Models of Media and Politics, Cambridge University Press, 2004
CAVACO, Suzana; Imprensa portuguesa no fim do Estado Novo: consumo e contextos, 2019. ISBN: DOI: https://doi.org/10.14195/2183-5462_35_6

Teaching methods and learning activities

The teaching methods adopted result from a combination of theoretical exposition and discussion of practical cases.
Students will be requested to develop and present a business project in the field of media

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	50,00
Trabalho prático ou de projeto	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	62,00
Estudo autónomo	61,00
Frequência das aulas	39,00
Total:	162,00

Eligibility for exams

No attendance requirements, although attendance is encouraged.

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 (50%) + written test (50%). Students must obtain a minimum score of 7.5 (on a scale of 0 to 20) in the written test.