Media Economics

Code:

CC015

Acronym:

ECOM

Instance: 2010/2011 - 1S

Active?	Yes
Responsible unit:	Department of Journalism and Communication Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	78	Plano Oficial a partir de 2008/2009	3	-	5	52	135
FCOGIM	3	Course Programme	1	-	5	52	135

Teaching language

Portuguese

Objectives

Outline the current panorama of the media market in Portugal, identifying the main trends in the development and bringing it into the international context. Analyse the course of Portuguese social communication in recent contemporary history. Analyse the complexity of media products and markets and their specific sub-sector. Learn how the behaviour of different companies in the market is affected by market structure and how it affects market performance. Assess the impact of exogenous conditions (e.g., government regulation, technological advancements, and demand) in the media market. Discuss issues of regulation and corporate ethics.

Program

1. Media Economics: concepts and issues
2. The media in Portugal: recent developments
2.1. Exogenous market conditions
3. Current structure of the media market
3.1. Agents operating in the market
3.2. Importance of agents
3.3. Penetration and consolidation of enterprise groups
3.4. Barriers to the admittance of new agents
4. Competition
4.1. Competition for publicity
4.2. Competition for audience
4.3. Gifts and related products
5. Subordination of the media product to outside interests
6. Regulation and self-regulation
6.1. Corporate ethics and social responsibility

Mandatory literature

ALBARRAN, Alan B.; Media Economics, Iowa, Iowa State Press, 2002
DOYLE, Gillian; Media Economics. , London: Sage Publications, 2002
PICARD, Robert G.; Media Economics, Concepts and Issues, Newbury Park, Sage Publications, 1989
PICARD, Robert G.; The Economics and Financing of Media Companies, New York, Fordham University Press, 2002. ISBN: 978-0-8232-2175-2
TOUSSAINT-DESMOULINS, Nadine; L’Économie Des Médias, Paris, Presses Universitaires de France, 2004
Marktest; Anuário de Media e Publicidade, Marktest
Obercom; Anuário da Comunicação, Obercom

Complementary Bibliography

Orson Welles (real.); "Citizen Kane” (filmografia) , EUA, 1941
Ron Howard (dir.); “Paper” (filmografia), EUA, , 1994

Teaching methods and learning activities

Study of concrete cases, stimulated by theoretical reflection. To ensure quality and results in learning, we have prepared a set of additional teaching aids. Students will be requested to present research assignments on the themes related to the subject programme.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	44,00
	Exame	20,00
	Trabalho escrito	48,00		2010-11-18
	Teste	23,00
	Total:	-	0,00

Eligibility for exams

Mandatory attendance of 75% of classes, unless established otherwise by general law and in the FLUP Assessment Regulations.

Calculation formula of final grade

The distributed assessment with final exam consists of a group assignment presented orally (30%) + written test (70%)
The oral presentation has a weight of 33% in the calculation of final grade of the group assignment.
Students must obtain a minimum score of 7.5 (on a scale of 0 to 20) in the written test.
There will be a 1.5 point/day deduction for work submitted later than the specified date.

Examinations or Special Assignments

Students exempted from attendance may be asked to prepare an individual assignment.

Special assessment (TE, DA, ...)

Grades can be improved in the written test only.

Classification improvement

As provided in the FLUP Assessment Regulations.

Observations

Teaching language: Portuguese