Checking date: 06/07/2020

Course: 2020/2021

Organization and management of media enterprises
Study: Bachelor in Journalism (212)


Department assigned to the subject: Department of Communication and Media Studies

Type: Compulsory
ECTS Credits: 6.0 ECTS


Students are expected to have completed
Compulsory subjects in first and second degree Journalism
Competences and skills that will be acquired and learning results. Further information on this link
Students acquire the theoretical and practical know the reality ofmedia companies in connection with the concepts and practicesin organization, management, production and marketing ofinformation products. Learn the elements needed to lead, manage and even create amedia company. Should be applied to media companies learned in the course.
Description of contents: programme
In addition to the conceptual framework and contrast it mustacquire knowledge of topics such as history and development ofmedia companies, the structure of media companies,organization, management principles and their applications,information markets, information products marketing andmarketing management structure (income and expenditure), themultimedia group organization, strategic management of media companies, among others. The program consists of the following learning units: Unit I: Concept and fundamentals of the informative company Unit II: Strategic planning. Basic principles and stages Unit III: Legal framework for information companies Unit IV. Audiences Unit V: The information market Unit VI. Marketing of the information product Unit VII: Resource management in information companies Unit VIII: The business model of information companies Unit IX: Financing of information companies. Trends
Learning activities and methodology
The work plan is aimed at combining the theoretical knowledge (3ECTS) with the realization of practices (3ECTS). Within the development of the theoretical classes will be explained the basic contents of the subject and the keys so that the student can develop effectively his personal work. The personal work part will consist of the study of the contents of the class exhibits, as well as the recommended readings. Project of strategic planning in which will work throughout the course and that will be tutored by the Professor and four practices. During the course, individualized tutorials will be held every week to address the doubts that students may have in terms of theory and practice of the subject. The Teacher will set the tutoring schedule in the global classroom.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • Doyce, Guillian. Understanding to media economics. SAGE. 2013, 2nd edition
  • Kelly, Sara. The Entrepreneurial Journalist´s Toolkit: Manage Your Media. Routledge. 2015
  • Küng, Lucy. Strategic management in the media. Theory to practice. SAGE. 2017, 2 nd edition
  • Nieto, A.; Iglesias, F.. La empresa informativa. Ariel Comunicación. 2000
  • Picard, R. . La creación de valor y el futuro de las empresas informativas. . Medias XXI. 2012
  • Picard, R. . La creación de valor y el futuro de las empresas informativas. . Media XXI. 2012
Additional Bibliography
  • Anderson C.V., Bell, E. Shirky, C.. Post-Industrial Journalism: Adapting to the present. Center for Digital Jorunalism, Columbia Journalism School.
  • Drucker, P.F.. Management, Task, Responsibilities, Practices. Harper&Row. 1974
  • Garitaonandia, C. y Sánchez-Tabernero, A.. Las empresas informativas en la Europa sin Fronteras. Servicio Editorial de la Universidad del País Vasco. 2009
  • Kelly, Sara. Personal Brnding for Entrepreneurial. Routledge. 2017
  • Kotler, Ph.. Marketing Management Analysis. Planning and Control. Prentice-Hall. 1984
  • Picard, R.G.. Mapping Digital Media: Digitization and Media Bussiness Models. 2011
  • Picard, R.G. . Corporate Governance of Media Companies. Jönköping International Business School. 2005

The course syllabus and the academic weekly planning may change due academic events or other reasons.