Digitilization in the Global Media Industry

2024/2025

Type: Mago-Lego

Delivered by: School of World Economy

When: 1, 2 module

Open to: students of one campus

Instructors: Arbaizar Victor

Language: English

ECTS credits: 6

Full 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

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

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

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

Lecture attendance
Seminar attendance
Activities
Presentations, participation in debates & business case analysis, etc.
Final test (exam)

Interim Assessment

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

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 VICTOR ALEJANDRO

Course Syllabus