Business of Media | Units of study... | Swinburne University of Technology

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

Duration

1 Semester or equivalent

Contact hours

36 hours

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

2021 teaching periods

Hawthorn

Higher Ed. Semester 2
Dates: 2 Aug 21 - 31 Oct 21 Results: 7 Dec 21 Last self enrolment: 15 Aug 21 Census: 31 Aug 21

Higher Ed. Semester 2

Dates:
2 Aug 21 - 31 Oct 21

Results:
7 Dec 21

Last self enrolment:
15 Aug 21

Census:
31 Aug 21

More teaching periods

Swinburne Online

Teaching Period 2
Dates: 5 Jul 21 - 3 Oct 21 Results: 26 Oct 21 Last self enrolment: 18 Jul 21 Census: 30 Jul 21

Teaching Period 2

Dates:
5 Jul 21 - 3 Oct 21

Results:
26 Oct 21

Last self enrolment:
18 Jul 21

Census:
30 Jul 21

Corequisites

Nil

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)

Unit information in detail

- Teaching methods, assessment, general skills outcomes and content.

Teaching methods

This Unit will involve up to 150 hours of work including:

Type (On-campus)	Hours per week	Number of Weeks	Total
Face to Face Contact Lecture Tutorial	1.5 1	12 12	18 12
Online Contact	N/A
Specified Learning Activities Business Model Analysis Exercises Readings Group work	0.5 3 2	12 12 6	6 36 12
Unspecified Learning Activities Independent study, assignment research	Recommended		66
TOTAL			150 hours/12.5cp

Type (SOL)	Hours per week	Number of Weeks	Total
Face to Face Contact	N/A
Online Contact	N/A
Specified Learning Activities Readings Group work	4	12	48
Unspecified Learning Activities Independent study, assignment research	Recommended		102
TOTAL			150 hours/12.5cp

Assessment

Types	Individual or Group task	Weighting	Assesses attainment of these ULOs
Media Profession Analysis (Essay)	Individual	30%	1,2, 3, 4
Business Model Analysis	Individual	30%	1,4,
Media Business Proposal	Group	40%	1,2,3,4

General skills outcomes

• Media economics
• Business models for media.
• Understanding the audience
• Ownership and the politics of media control
• Challenges and opportunities in Social Media
• Disruptive Innovation
• Trends in media personalisation

Content

During this unit students will receive feedback on the following key generic skills:
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently

Study resources

- Reading materials.

Reading materials

Up to date reading materials will be available on the Blackboard site