Media Management

Paper Code: 
24JMC224
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to examine and explore the impact of technological advancements on media industries and their management strategies by developing skills in strategic planning, budgeting, and resource allocation specific to media organisations.

 

Course Outcomes: 

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course   Code

Course Title

24JMC224

Media Management (Theory)

CO61: Gain a foundational understanding of media industries, their structures, and their roles in society.

CO62: Develop effective teamwork and communication skills essential for collaborating in media environments.

CO63: Explore into media production and distribution processes, including content creation, packaging, and distribution channels

CO64: Analyse innovative approaches to media management, including digital transformation, audience engagement strategies, and emerging technologies

CO65: Analyse global trends and perspectives in media management, considering cultural, economic, and political factors.

CO66: Contribute effectively in course-specific interaction.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Class test,

Continuous Assessment Test

Semester end examination

Assignments

 

 

12.00
Unit I: 
Foundations of Media Management
  • Basic Management Principles
  • Media as an Industry
  • Management functions in media structure
  • Types of Ownership:Sole Proprietorship, Partnership Company, Family Owned, Trust, Cross Media Ownership

 

12.00
Unit II: 
Structuring Media Organisations for Success
  • Organisational Structure of Media Houses: Print, Broadcast and News Portals
  • Functioning and Inter-Relationships of Editorial and Business, Advertising and Printing Department
  • Interdepartmental Communication and Co-ordination through Software
  • Economics and Profitability of Print and Electronic Media

 

12.00
Unit III: 
Strategies for Revenue Generation and Market Penetration
  • Revenue Generation Strategy- Budgeting
  • Process and Prospects of Launching Media Ventures
  • Brief Idea of Government Media Organization: DAVP, Photo Division, PIB, Song and Drama Division &CBFC
  • Market Survey Techniques for audience selection and programme production

 

12.00
Unit IV: 
Adapting to Digital Disruption: Challenges and Responses
  • Measures for the News Media to cope with the challenges from the digital world
  • Regulatory measures by the government to control and impact on media institutions
12.00
Unit V: 
Navigating Globalisation: Impact on Indian Media
  • Globalisation and Effects in Media
  • Collective impacts of Globalisation in the media sphere
  • FDI in Indian Media
  • Convergence
  • Commercialization
  • Global Competition and Indian Media
  • All India Small and Medium Newspaper Associations

 

Essential Readings: 
  • Banerjee, D. (2011). Media Speaks Management Matters. New Delhi. Sarup Book Publisher.
  • Chauhan, S. and Chandra, N. (2010). Global Source Book of Mass Communication Journalism and Media Management Part 1 & 2. New Delhi. Kanishka Publishers Distributors.
  • Choudhary, A. (2013). A Textbook of Newspaper Management. New Delhi. Wisdom Publications.
  • Kothari, G. (1997). Newspaper Management in India. New Delhi. Bharatiya Book Corporation.
  • Reyudu, C.S. (2011). Media and Communication Management. Mumbai. Himalaya Publishing House.
  • Sahay, M. (2011). A Textbook of Media Management. New Delhi. Wisdom Publications.

 

References: 
  • Hollifield, C. A. and et al. (2015). Media Management: A case book Approach. London. Routledge.
  • Menon, A. (2017). Media Planning and Buying: Principles and Practice in the Indian Context. Noida. McGraw Hill Education.
  • Pearce, J. and et al. (2017). Strategic Management: Formulation, Implementation and Control. UK. McGraw Hill Education.

E-Resources

 

Academic Year: 
2024-2025
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