Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Media Strategy | |||
| Reference | BS4164 | Version | 4 |
| Created | March 2018 | SCQF Level | SCQF 10 |
| Approved | June 2018 | SCQF Points | 15 |
| Amended | June 2018 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| To provide students with the knowledge and insight to identify and clarify the aims and objectives of media organisations and reflect them in the strategy formation process. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Evaluate critically the principle managerial challenges and functions in the media value chain and their application to media and content industry segments. |
| 2 | Identify structural and cultural barriers to organisational change and outline strategies to remove or minimise such obstacles. |
| 3 | Appraise critically the role of strategy formation inside the media organisation and the constraints and limits within which it takes place. |
| 4 | Evaluate and compare functions and roles within media organisations and across sectoral value systems. |
| 5 | Assess critically the impact of new and emergent technologies upon media firms operating in different media sectors. |
| Indicative Module Content |
|---|
| Strategic and operational disciplines within modern media organisations; contextual nature of strategy formation and key drivers of change within media markets; changing nature of revenue creation within the media and content industries; impact of conglomerisation and internationalisation on the development of content and news; branding and content streaming; regulatory frameworks and their impact on media orgnisations operating at a national or international level; impact of new technologies and business models upon intellectual property based business; the role of audience and market data in the formation of content strategy. |
| Module Delivery |
|---|
| This module will consist of lectures with supportive seminars, and student centred learning which takes the form of directed reading and some aspects of independent research to support the seminars. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 36 | 36 |
| Non-Contact Hours | 114 | 114 |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | 150 | 150 |
| Actual Placement hours for professional, statutory or regulatory body |
| ASSESSMENT PLAN | |||||
|---|---|---|---|---|---|
| If a major/minor model is used and box is ticked, % weightings below are indicative only. | |||||
| Component 1 | |||||
| Type: | Coursework | Weighting: | 50% | Outcomes Assessed: | 3, 4, 5 |
| Description: | Individual Presentation | ||||
| Component 2 | |||||
| Type: | Coursework | Weighting: | 50% | Outcomes Assessed: | 1, 2 |
| Description: | Individual Written Assessment | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| Explanatory Text | |
| The Module is assessed by two components: C1 - Coursework - 50% weighting. C2 - Coursework - 50% weighting. Module Pass Mark = Grade D (40%) | |
| Module Grade | Minimum Requirements to achieve Module Grade: |
| A | At least 70% on weighted aggregate and at least 35% in each component |
| B | At least 60% on weighted aggregate and at least 35% in each component |
| C | At least 50% on weighted aggregate and at least 35% in each component |
| D | At least 40% on weighted aggregate and at least 35% in each component |
| E | At least 35% on weighted aggregate |
| F | Less than 35% on weighted aggregate |
| NS | Non-submission of work by published deadline or non-attendance for examination |
| Module Requirements | |
|---|---|
| Prerequisites for Module | None. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | ALBARRAN, A. 2016 .The Media Economy. 2nd ed. London: Routledge .e-book . |
| 2 | ARIS, A., 2009. Managing media companies. 2nd ed. Chichester: John Wiley & Sons Ltd |
| 3 | BLOCK, P., 2001. Managing in the media. Oxford: Focal Press. ebook |
| 4 | CROTEAU, D. and HOYNES W., 2006. The business of media, corporate media and public interest. 2nd ed. Thousand Oaks, CA: Pine Forge Press. |
| 5 | DOYLE, G., 2002. Understanding media economics. London: Sage. ebook |
| 6 | HESMONDHALGH, D., 2013. The cultural industries. 3rd ed. London: Sage |
| 7 | KUNG, L., 2017. Strategic management in the media: from theory to practice. 2nd ed. London: Sage. |
| 8 | PICARD, R.G. ed, 2002. Media Firms: structure,operations, performance. Mahwah: Laurence Erlbaum .ebook. |