Media Economics: Definitions and Basic Concepts. Introduction to Traditional and New Media.
Digitalisation of Traditional Media. Traditional Media and the New Media: Convergence or Coalitions.
Media Institutions. Media Markets – Demand and Supply. Media Industry Behaviour and Structure.
Media Ownership, Concentration and Competition. Corporate Media Strategies and Mergers. Media
Commercialisation. Media Products: Contents and Audiences. Market Share, Profit, Risk and
Managerial Decisions. Intellectual Property Rights. Pricing and Marketing Segmentation. Revenue
Models – Product Differentiation and Advertising. Freemium Business Models. Social Media Economics.
Search Engines Optimisers (SEO). Analysis and Marketing Strategies. Technology Innovations in
Traditional and New Media. Advertising. Social Networking Sytems. Public Policies within Media
Industries. Media Tax and Government Intervention. Deregulation of Media. Media economic system.
Case Studies.
