Business of Media

MDA20001 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • 1 Semester or equivalent

Contact hours

  • 36 hours

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods

Swinburne Online

Teaching Period 3

7 Nov 22 - 5 Feb 23

28 Feb 23

Last self enrolment:
20 Nov 22

2 Dec 22

Last withdraw without fail:
23 Dec 22



Aims and objectives

This unit explores the social, ethical and practical dimensions of media as an economic activity. The unit uses a series of case studies to investigate the diversity of business models that underpin traditional and emerging forms of media, and examines how the media functions with respect to other social, political and economic institutions. Students will be introduced to a range of skills and concepts that are crucial to understanding and operating within contemporary media businesses.
Students who successfully complete this unit will be able to:
1. Apply skillsets required for working in media and communications professions to the analysis of key business models within the industry
2. Analyse a contemporary media sector and evaluate the impact of current trends in media consumption
3. Develop a proposal for a new media product and/or service, based on established media business principles
4. Evaluate the current market conditions affecting media organisations


Courses with unit

BA-ARTS3 Bachelor of Arts
BB-ARTBUS1 Bachelor of Arts/Bachelor of Business
BB-ARTSC Bachelor of Arts/Bachelor of Science
BB-LAWART Bachelor of Law/Bachelor of Arts
BA-MCMN Bachelor of Media and Communication
BB-HSCMCMN Bachelor of Health Science/Bachelor of Media and Communication
BB-LAWMCMN* Bachelor of Laws/ Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)