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Module Title
The Media Business

media industry sectors, media value chain, ownership and control, content management, corporate strategy, managing creativity, rights management

SCQF Points15
ECTS Points7.5
CreatedJune 2006
ApprovedAugust 2010
AmendedAugust 2012
Version No.2

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF 7 entry requirements or equivalent

Corequisite Modules


Precluded Modules


Aims of Module

To provide students with an understanding of the structure, ownership and control of the contemporary media industries; and establish an awareness of specific strategic and commercial challenges relating to the sector.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Describe the overall structure, identify sectors and demonstrate an understanding of the ownership models within the contemporary media industries.
2. Identify appropriate markets, business models and marketing strategies for new and existing media products.
3. Identify the ways in which the media industries are controlled and regulated.
4. Discuss the role and significance of content creation and management within the media industries.
5. Account for the significance of rights management in the media industries.
6. Identify appropriate people management techniques to optimise performance in the creative industries.

Indicative Module Content

Structure and ownership of contemporary media industries; nature and range of product and content; application of management tools and concepts within media organisations; distinct challenges to managing different media and content sectors including broadcasting, online and audiovisual production and distribution, and newspaper and periodical publishing; formation and implementation of business stategy within a media context; rights management; effective brand creation and positioning; management of technological, legal, commercial and creative reponses to the opportunities and threats posed by new technologies; challenges involved in recruiting, managing, motivating and retaining both creative and commercial staff.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed study

Private Study

Private study

Mode of Delivery

This module will consist of lectures with supportive tutorials, and student centred learning which takes the form of directed reading and some aspects of independent research to support the tutorial work.

Assessment Plan

Learning Outcomes Assessed
Component 1 4,5
Component 2 1,2,3,6

Closed book examination weighted 50%

Written report weighted 50%

Indicative Bibliography

1.ATHIQUE, A., 2013. Digital media and society: an introduction. Oxford: Polity
2.BARLOW, D. and MILLS, B., 2009. Reading media theory: thinkers, approaches, contexts. London: Pearson-Longman.
3.BRANSTON, G. and STAFFORD, R., 2010. The media student's book. 5th ed. London: Routledge. ebook
4.CURRAN, J. and MORLEY, D., 2006. Media and cultural theory. London: Routledge.
5.CLIFFORD, C. et al., 2017. Media ethics: cases and moral reasoning. London: Routledge.
6.HESMONDHALGH, D., 2013. The cultural industries. London: Sage.
7.JIN, D.Y., 2013. De-convergence of global media industries. London: Routledge.
8.SMITH-MAGUIRE, J. and MATTHEWS, J., 2014. The cultural intermediaries reader. London: Sage.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781