| BUSINESS ADMINISTRATION | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| NMD3114 | Media Economics | Fall | 3 | 0 | 3 | 5 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Non-Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assoc. Prof. TİRŞE ERBAYSAL FİLİBELİ |
| Recommended Optional Program Components: | None |
| Course Objectives: | The Media Economics course aims to provide students with a comprehensive understanding of the economic structures in the media industry. By analyzing economic models, various market forces and regulatory policies, students will develop a critical perspective on how the political and economic factors influence media production, distribution and consumption while fostering independent, ethical and sustainable media models that contribute to media freedom and democracy. |
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The students who have succeeded in this course; At the end of the course, students will be able to: 1. Define key terms and theories related to media economics, market structures, alternative media and relations of production. 2. Explain how different factors such as platforms and regulations shape the media landscape and influence editorial independence. 3. Evaluate the political economic implications of the internet, audience labour and platform oligopolies in terms of media viability, freedom and long-term sustainability. 4. Critically assess the economic challenges facing alternative and independent media initiatives by debating the ethical and financial dilemmas of advertising-based versus public-interest media business models. 5. Develop a business plan for a new media start-up that incorporates public interest goals, sustainable revenue models and independent editorial policy. |
| This course examines the impact of advertising, audience commodification and digital labour on the sustainability of media and explore the rise of alternative media. Therefore, it attempts to encourage media entrepreneurship and innovation through promoting alternative media ecosystems that empower communities and underrepresented voices. In order to achieve that, the course invites students to apply the theoretical learning into the real-world practices by developing and pitching a creative media business plan. Course Teaching Method includes discussion, case study, assignments, project preparation, individual and group work. |
| Week | Subject | Related Preparation |
| 1) | Introduction to the course | |
| 2) | What is media economics and why do we care? | |
| 3) | Understanding the political economic structure of mass media | |
| 4) | Internet and the digital revolution | |
| 5) | The rise of independent and alternative media | |
| 6) | Platform economy and capitalism | |
| 7) | Digital labour and the audience commodity | |
| 8) | Regulating the digital media | |
| 9) | Midterm exam | |
| 10) | Finding sustainable economic models for media | |
| 11) | Changing journalism: From citizen journalists to jinfluencers | |
| 12) | Precarity and independence in the digital media | |
| 13) | Final project presentations | |
| 14) | Final project presentations |
| Course Notes / Textbooks: | To be made available by instructor... |
| References: | - |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 15 |
| Presentation | 1 | % 15 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 4 | 56 |
| Project | 1 | 20 | 20 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 124 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to identify problems and ask right questions | 3 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 4 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 4 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 2 |
| 5) | Applying theoretical concepts in project planning | 3 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | |
| 7) | Increasing efficiency rate in business environment | 3 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 3 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 3 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 3 |
| 11) | Possessing digital competence and utilizing necessary technology | 2 |
| 12) | Communicating in at least one foreign language in academic and daily life | 3 |
| 13) | Possessing managing skills and competence | |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 3 |