Class Markets and Media Management

In a social dimension increasingly associated with entrepreneurship and the democratization of content production and distribution models, this curricular unit presents itself as essential to provide students with practical tools for reading variables about markets (in the case of information) and to identify business models/opportunities. Refounding the relationship between audiences and information gives shape to the need for journalism students to be knowledgeable about the dynamics of the information market (and other markets) and its structure as a system. Another important aspect is the necessary sensitivity for the future journalist to realize that information is a tradable good and that the information market has the increasing challenge of adapting to the changes caused by the new economy. In conclusion, the aim is to provide the student with skills to optimize business models associated with information.

• Globalization
• Media economy and the information market
• Digitization (of the media)
• Marketing
• Strategic tools for market analysis and organizations / projects
• Market segmentation
• Positioning
• Operational practices/Marketing Mix

In groups of 3, students will develop a podcast  with content related to a market of their choice.

Albarran, A. (2017). The Media Economy. NY: Routledge.

Chernev, A. (2020). The Marketing Plan Handbook, 6th Edition. Cerebellum Press. 

Castells, M., & Himanen, P. (Eds.). (2014). Reconceptualizing development in the global information age. Oxford University Press

Flew, Terry (2018). Understanding Global Media. MacMillan Education. 

Gershon, R. A. (2020). Media, telecommunications and business strategy (3rd ed.). Routledge.

Joshi, M., Rastogi, G., & Klein, J. R. (2022). Global business in the age of destruction and distraction. Oxford University Press.

Kotler, P., & Keller, K. L. (2018). Marketing Management. harlow: Pearson. 

Pentland, A., & Lipton, A. (2021). Building the new economy: Data as capital. MIT Press.

Wirtz, B. (2020). Media Management strategy, business models and case studies. S.l: Springer.