Approaches to strategic management and their significance for media companies

This module examines corporate strategic management, including the specific challenges facing media companies. Following on from the foundation module in management, the focus turns to strategic planning. Students learn how to analyse markets and companies, develop value-based strategies, and categorise and implement financing methods and sources of finance. They also become familiar with the particular sources of finance available to media companies as well as the factors that influence financing decisions.     

Practical content management for various business sectors (newspaper/magazine, TV/radio, online/telecommunications, music/film, books and cross-media)

This module focuses on practical content management for a wide range of media, such as newspapers, magazines, TV, radio, internet, telecommunications, music and film, as well as book and cross-media publishing. After completing this module, students will have extensive knowledge of various aspects of content management in media companies. They will be able to assess, analyse and evaluate the potential of content strategies for different kinds of media and in diverging media markets. Theoretical relationships are linked to practical aspects of editorial management, with a focus on convergence, value creation, cross-media marketing, format development and legal management of licences.   

Media marketing with a focus on strategic marketing and the international communication activities of media companies

Here the emphasis is on media marketing, with a focus on strategic marketing and media corporations’ international communication activities. Students acquire a solid understanding of strategies for and underlying concepts of integrated corporate communications with both external and internal stakeholders. There is also a focus on marketing-related communication with potential and current clients, and communication material design and production.