Module Database Search

Module Title
Media Strategy
Reference BS4164 Version 3
Created April 2017 SCQF Level SCQF 10
Approved August 2010 SCQF Points 15
Amended August 2017 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    

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: Seminar paper presented in class
Component 2
Type: Coursework Weighting: 50% Outcomes Assessed: 1, 2
Description: Closed-book examination

Explanatory Text
The Module is assessed by two components: C1 - Coursework - 50% weighting. C2 - Examination - 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 in addition to SCQF 10 entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.


ALBARRAN, A.B., 2005. Handbook of media management and economics. Hoboken: Taylor and Francis. ebook

ALBARRAN, A.B., 2010. Media economy. Hoboken: Taylor and Francis. ebook

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.

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

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