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Магистратура 2024/2025

Цифровизация в глобальной медиаиндустрии

Статус: Курс по выбору (Мировая экономика)
Направление: 38.04.01. Экономика
Когда читается: 2-й курс, 1, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Прогр. обучения: Мировая экономика
Язык: английский
Кредиты: 6

Course Syllabus

Abstract

The objective of the course is to reach a complete panoramic view of the media industry and the changes that this industry has suffered (is suffering) in the last years. Participants will get updated information on last trends and issues and will understand by some business cases how main media have performed and how are facing it nowadays.We will travel back in time to see how the structure of the old media (legacy media) has had to adapt to changes in the habits of its users. We will see how these changes have arisen from technological disruption and globalization, mainly, and how the media have reacted by facing their digital transformation and finding opportunities in what some saw only as a deadly challenge. The deep and real-time knowledge of the customer has allowed the emergence of business models that have replaced or complemented the traditional ones. And we will look to the future. We will analyze future trends and impact of AR, VR, IoT, blockchain and the very in vogue, AI.Course format combines lectures, take-home in-depth analysis, as well as seminars focused on discussions on business cases and suggested issues. The knowledge and skills acquired during the course will be useful to anyone considering or developing an international career in media, or international relations organization, but also in marketing and PR department of a multinational company or organization and to those who prepare themselves to work as consultants or just need an understanding of how new media business works.
Learning Objectives

Learning Objectives

  • Knowing media industry, its main players, size and evolution
  • Identifying organizational differences between media companies (legacy and new) and other companies from other industries
  • Understanding digital disruption in media, its causes and consequences.
  • Understanding globalization impact in media
  • Discovering how deep a media company knows its user
  • Analyzing how media business model has changed and identifying new ways of monetization
  • Realizing which new profiles and tools are in high demand
  • Discovering amazing applications of new technology for media and future trends
Expected Learning Outcomes

Expected Learning Outcomes

  • Understand the panorama of media industry.
  • Identify causes and consequences of digital disruption and globalization in media industry.
  • Understand the different business models that exist in media.
  • Discuss what new trends are bringing to media companies.
  • Acquire sufficient background to be able to discuss the challenges and opportunities of the media.
  • Improve oral and written communication skills (in English).
Course Contents

Course Contents

  • 1. INTRODUCTION TO MEDIA INDUSTRY AND DIGITALIZATION
  • 2. 2. DIGITAL TRANSFORMATION OF PRODUCTION AND DISTRIBUTION PROCESSES. CHANGES
  • 3. NEW BUSINESS MODELS IN THE DIGITAL AGE:
  • 4. FUTURE & CONCLUSIONS:
Assessment Elements

Assessment Elements

  • non-blocking Lecture attendance
  • non-blocking Seminar attendance
  • non-blocking Activities
    Presentations, participation in debates & business case analysis, etc.
  • non-blocking Final test (exam)
Interim Assessment

Interim Assessment

  • 2024/2025 2nd module
    0.5 * Activities + 0.3 * Final test (exam) + 0.1 * Lecture attendance + 0.1 * Seminar attendance
Bibliography

Bibliography

Recommended Core Bibliography

  • Doyle, G. (2013). Understanding Media Economics: Vol. Second Edition. SAGE Publications Ltd.
  • Jenkins, H. (2006). Convergence Culture : Where Old and New Media Collide. New York: NYU Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1020918

Recommended Additional Bibliography

  • Albarran, A. B., Mierzejewska, B., & Jung, J. (2018). Handbook of Media Management and Economics (Vol. Second edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1769903

Authors

  • ARBAIZAR GONZALEZ Viktor Alekhandro