Business of Media
24 hours face to face + blended
One Semester or equivalent
Hawthorn, Online
Available to incoming Study Abroad and Exchange students
Overview
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.
Requisites
Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply skillsets required for working in media and communications professions to the analysis of key business models within the industry
- Analyse a contemporary media sector and evaluate the impact of current trends in media consumption
- Develop a proposal for a new media product and/or service, based on established media business principles
- Evaluate the current market conditions affecting media organisations
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Learning activities | 1.00 | 12 weeks | 12 |
| Specified Activities Various | 4.50 | 12 weeks | 54 |
| Unspecified Activities Various | 5.00 | 12 weeks | 60 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assessment | Individual | 30% | 1,4 |
| Essay | Individual | 30% | 1,2,3,4 |
| Research Proposal | Group | 40% | 1,2,3,4 |
Content
- 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 personalization
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.