Checking date: 04/06/2021

Course: 2021/2022

Organization and management of media enterprises
Study: Dual Bachelor in Journalism and Film, Television and Media Studies (231)


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

Type: Compulsory
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
Compulsory subjects in first and second degree Journalism
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.
Skills and learning outcomes
Description of contents: programme
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
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
Calendar of Continuous assessment
Basic Bibliography
  • Doyce, Guillian. Understanding to media economics. SAGE. 2013, 2nd edition
  • José Cerezo. Los medios ante los modelos de suscripción. UOC. 2019
  • José Cerezo . Los medios líquidos. La transformación de los modelos de negocio. UOC. 2018
  • 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
  • Livingstone, Sonia . On the relation between audiences and publics. Bristol: Intellect Books. Retrieved from 2005
  • 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 Branding 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.