Key Concepts in Media Management
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Course code
BFM7005.FK
old course code
Course title in Estonian
Meediajuhtimise võtmeteemad
Course title in English
Key Concepts in Media Management
ECTS credits
6.0
Assessment form
Examination
lecturer of 2023/2024 Spring semester
Ulrike Rohn (language of instruction:English)
lecturer of 2024/2025 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
The course guides students through key theories in both media management and media economics research. Following an overview of these key theories, the course facilitates students in delving deeper into their study of these theories, encouraging reflection, and fostering discussions regarding the applicability and real-life relevance of these theories.
Brief description of the course
The course incorporates a of a blend of lecture- style and seminar-like elements. All students must engage with academic articles within the realms of media management and economics, actively participating in in-class discussions surrounding these materials.

The set of theories that will be discussed throughout the course will be chosen together with the students in the class. Suggestions include: Dynamic capabilities theories, paradox theory, stakeholder theory, institutional theory, agency theory, game theory, niche theory, strategic management theories, structural contingency theories, transaction cost theory, public good theory.
Learning outcomes in the course
Upon completing the course the student:
- has an overview of the key theories in both media management and media economics research;
- is able to read academic articles in the field;
- is able to present as well as reflect on academic articles and lead an in-class discussion on these;
- is able to apply theories to real-life observations in the media industries.
Teacher
Ulrike Rohn, PhD
Additional information
For each of the topics and lectures, students will receive a separate list of literature that they can consult for the various topics.

Albarran, A. B. (2002). Media Economics: Understanding markets, industries and concepts, Wiley-Blackwell.

Aris, A. and J. Bughin (2005). Managing media companies. Harnessing creative value. Chichester, John Wiley & Sons.

Deslandes, Ghislain. (2016). Leaderhip in media organisations:
Past trends and challenges ahead. In G. F. Lowe & C. Brown
Eds.), Managing media firms and industries (pp. 311-327). Cham, Heidelberg, New York, Dordrecht, London: Springer.

Doyle, G. (2012). Understanding media economics. London
Sage Publications.

Küng, Lucy. (2017). Strategic management in the media.
Theory and practice. London: Sage.

Küng, Lucy (Ed.). (2006). Leadership in the media. Jönköping:
Media Management and Transformation Centre.
Picard, R. G. (2010). The economics and financing of media companies. New York, Fordham University Press.

Rohn, U. (2004). Media companies and their strategies in foreign television markets, Institut für Rundfunkökonomie an der Universität zu Köln. Available at: http://www.rundfunk-institut.uni-koeln.de/institut/pdfs/18704.pdf.

Rohn, U. (2010). Cultural barriers to the success of foreign media content - Western media in China, India, and Japan. Frankfurt am Main, Peter Lang Publishing

Rohn, Ulrike. (2015). Social media business models. In A. Peng
Hwa & R. Mansell (Eds.), International Encyclopedia of Digital
Communication & Society. New Jersey: Wiley-Blackwell.


Siegert, Gabriele, Förster, Kati, Chan-Olmsted, Sylvia, & Ots,
Mart. (2015). Handbook of media branding: Springer
International



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