Media Economics FTV5009
- Academic Session: 2021-22
- School: School of Culture and Creative Arts
- Credits: 30
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 1
- Available to Visiting Students: No
- Available to Erasmus Students: No
Core Course 1 - critical introduction to the changing economic forces which direct and constrain the choices of managers in various sub-sectors of the media.
3 hour weekly meetings (lectures and seminars)
Written Exam - a 3-hour class test around mid-way through semester requiring essay-style answers to previously unseen questions related to course syllabus.
Essay - 2,000 word report on topical and/or theoretical aspects of media economics
The course is intended to provide students with:
■ a critical introduction to the changing economic forces which direct and constrain the choices of managers in various sub-sectors of the media
■ knowledge and understanding of economic concepts and issues in the context of media industries
Intended Learning Outcomes of Course
By the end of the course students will be able to:
■ identify the main economic characteristics of media
■ Critically assess a range of significant issues and topics that impinge on the economics of media firms and industries, for example, advertising, competitive market structures, competitive tools, deficit financing, digitization, economic cycles, economies of scale and scope, expansion and diversification, market failure, media concentration and competition, networks, protectionism and free trade, pricing strategies, segmentation of demand, vertical supply chain for media, and windowing
■ research economic issues and questions surrounding media industries.
■ utilise conceptual and personal transferable skills gained though seminar participation and assessed work for problem recognition and problem solving, critical analysis, written communication and time management.
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.