1. Concept of the Media Company
Media Company Concept
Main activity, Object and Purpose
Shaping Principles
Economic Rationale
Legal Basis
Rights and Duties of the Employer
Media Company Formulation
Digital Change in the Media Industry
2. Strategic Planning. Basic Principles and Phases.
Stages of the Planning Process
Business Idea
Mission and Vision
Market Analysis
Product development, Pricing, Distribution and Communication
Goal Setting
Strategies Development
Action Plan. Required resources
Viability Analysis
3. Canvas Model
What is the Canvas Model?
Key elements to consider
4. Media Company resources
Human Resources
Economic and Material Resources
Financing Systems
Income and Expenses
5. Information organization and State
State and Freedom of the Media Company
Funding Opportunities for Media Companies
Institutional Advertising
6. European regulatory framework for Media Companies
Audiovisual Media Services Directive
Content Regulation
Advertising Regulation: Considering ad spaces and times
Regulation of Video-Sharing Platforms
7. Regulatory framework for Spanish Media Companies
The General Law of Audiovisual Communication
Advertising Content Regulation
Awarding of licenses
Measures to avoid concentration and promote pluralism
Penalties
8. Audience controls
Basic terminology
Measurement entities
Measurement systems
Data Interpretation
9. The information Product
Features of the Information Product
The quality of the Information Product
Market outlook
10. Pricing Strategies for information product
Price-fixing agreements to the public
Price-fixing in the advertising industry
11. Distribution and promotion of the informative product
Characteristics of a good layout
Distribution costs
Sales and advertising promotions
12. The Advertising Market
Relationships between Media Owners, Agencies and Advertisers
The Broadcast Agreement: Rights and Obligations
Recruitment strategies in the digital environment
Programmatic buying and real-time bidding
13. Business Models in the Digital Environment
Registration Model
Paywall Models
Crowfunding and membership
KPIs: Recruitment, Conversion, Loyalty and Dropout Rate
14. The Latest Trends in the Information Market
Consumer trends
Marketing trends
Financial Investment trends