Checking date: 16/05/2022

Course: 2022/2023

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 and evolution of the Media Company. 2 Organization of the Media Company. 3. Human resource. 4 Structure multimedia. 5. Product Marketing. 6.Revenue and expenditure. 7. Distribution and promotion of the news product. 8. The advertising market. 9.The press market. 10. The television market. 11. The radio market. 12. Digital Media. 13. Functions of News Agencies. 14. Audience controls. 16. Marketing information and strategy planification.
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
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
  • Goyanes M. y Campos M.. Gestión de medios públicos en el entorno digital: nuevos valores, estrategias multiplataforma e internet de servicio público. Tirant lo Blanch. 2022
  • 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 may change due academic events or other reasons.