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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Strategic Media Management

Media is a business. This course explores the economic and strategic challenges of running media organizations in a digital-first world. Students will examine business models for news, entertainment, and platforms (Netflix/Spotify/YouTube), learning how to manage creative teams, monetize content, and navigate the disruption caused by Big Tech and changing audience habits.

§ 01 By the end you can
  1. Analyze Media Economics: Dual Product Market (Audiences vs. Advertisers)
  2. Compare Business Models: Subscription (SVOD), Ad-supported (AVOD), and Freemium
  3. Develop strategies for Digital Transformation and convergence
  4. Manage creative personnel and content pipelines effectively
  5. Evaluate the impact of regulation and policy on media strategy
§ 02 Sixteen sessions

The whole semester.

  1. 01The Media Economy: Market Structures
  2. 02Business Models: Linear vs. On-Demand
  3. 03Strategic Management Frameworks (SWOT/PESTEL)
  4. 04The Dual Market: Selling Content vs. Selling Eyeballs
  5. 05Audience Fragmentation & Niche Strategy
  6. 06Innovation & Disruption (The Innovator's Dilemma)
  7. 07Monetization: Paywalls, Ads, & Microtransactions
  8. 08 · MidtermMidterm Examination
  9. 09Platform Economics: Aggregators vs. Creators
  10. 10Marketing Media Products
  11. 11Managing Creative Teams & Talent
  12. 12Big Data & Analytics in Decision Making
  13. 13Media Regulation & Policy Constraints
  14. 14Global Media Strategy
  15. 15Future Trends: AI & The Metaverse
  16. 16Final Project: The Media Startup Pitch Deck

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Media Startup Pitch Deck

How it’s judged

Recommended reading
  1. Strategic Management in the Media by Lucy Küng
  2. Management of Electronic and Digital Media by Alan B. Albarran
  3. The Curse of the Mogul by Jonathan A. Knee
  4. Streaming, Sharing, Stealing: Big Data and the Future of Entertainment by Michael D. Smith
  5. Media Management: A Casebook Approach by George Sylvie
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