306498 (v.1) Corporate Media Policy and Practice 501

Area:

Department of Media and Information

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

Examination of the internal workings of media organisations, looking at how media organisations fulfil the dual role of public sphere and corporate management. Examines how different media operate in a highly competitive global market and how such performance helps to define its global and national image.

Unit Outcomes:

Upon completion of this unit, students will have a broad understanding of the strategic alliances of some major international media organisations and how their strategic management shapes both the international and domestic media market and policies.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Dahlgren, P. (1995). Television and the Public Sphere, Sage, London. Croteau, D and William D. (1999). eds. Media/Society: Industries, Images and Audiences, Sage Publications, London. Shankelman, L (2000). ed. Inside the BBC and CNN: Managing Media Organisations, Routledge, United Kingdom.

Unit Texts:

Croteau, D and Hoynes, W. (2001). The Business of MEdia: Corporate Media and the Public Interest, Pine Forge Press, California. McQuail, D. (1998). ed. Media Policy: Convergence, Concentration and Commerce, Sage Publications, London.

Unit Assessment Breakdown:

Case Study One 30%, Case Study Two 30%. Final Project/Essay 40%. This is by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 2	Y