2026/2027
Управление медиаинновациями
Статус:
Маго-лего
Кто читает:
Институт медиа
Где читается:
Факультет креативных индустрий
Когда читается:
3 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
3
Контактные часы:
20
Course Syllabus
Abstract
The course explores how creative teams work and how media innovations can be introduced under conditions of high uncertainty. It combines concepts from creative industries, organisational behaviour, and innovation management with practical tools for analysing and designing change. Students examine the specific features of media production; roles and motivation in media teams; types, goals, and life cycles of innovation; metrics and risks; applications of artificial intelligence in media; changes in team structure and roles; implementation roadmaps; basic marketing; and pitching. The course culminates in a group project proposing the implementation of a selected media innovation.
Learning Objectives
- Develop an understanding of the specific features of creative industries and the structure, roles, processes, and effectiveness factors of media teams.
- Develop the ability to analyse motivation, burnout, and management practices in creative teams that affect media product quality and project sustainability.
- Learn to formulate and justify media innovation hypotheses, identify risks and uncertainties, and select appropriate tools for designing change.
- Develop skills in designing and presenting pilot experiments, including planning stages, selecting performance metrics, and preparing team-based project solutions.
Expected Learning Outcomes
- distinguishes the key features of creative industries and the specific characteristics of media production
- describes the roles and areas of responsibility of participants in media production and different types of employee engagement
- explains the main factors of motivation and professional burnout and the role of a leader in a creative team
- formulates and justifies a media innovation hypothesis and its objectives for a project or organisation
- identifies and classifies the risks and uncertainty factors associated with media innovations
- selects and formulates basic metrics for evaluating the effectiveness of media innovations and pilot experiments
- develops and presents a media innovation pilot project for a specific team or organisation
Course Contents
- Media production, roles, motivation, and leadership
- Managing media innovation
- Artificial intelligence and implementing change in media
- Developing and presenting an innovation project
- Project defence
Assessment Elements
- Assignment 1. Media and motivation analysis (individual)
- Assignment 2. Innovation proposal (individual)
- Assignment 3. Project milestone (group)
- Assignment 4. Project defence rehearsal (group)
- Media innovation project (group)
Interim Assessment
- 2026/2027 3rd module0.15 * Assignment 2. Innovation proposal (individual) + 0.1 * Assignment 4. Project defence rehearsal (group) + 0.15 * Assignment 3. Project milestone (group) + 0.5 * Media innovation project (group) + 0.1 * Assignment 1. Media and motivation analysis (individual)
Bibliography
Recommended Core Bibliography
- Управление медиа - компаниями : реализация творческого потенциала, Айрис, А., 2010
Recommended Additional Bibliography
- Медиаменеджмент и медиамаркетинг : учебное пособие / А. А. Нечитайло, А. А. Гнутова, Н. В. Прядильникова [и др.]. — Самара : Самарский университет, 2022. — 116 с. — ISBN 978-5-7883-1857-8. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/336710 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.