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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
NMD3114	Media Economics	Spring	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

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.

Learning Outcomes

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.

Course Content

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.

Weekly Detailed Course Contents

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

Sources

Course Notes / Textbooks:	To be made available by instructor...
References:	-

Evaluation System

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

ECTS / Workload Table

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

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	2
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising
4)	To be able to follow and interpret innovations in the field of advertising
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.
6)	To address and solve the needs and problems of the field through the developed scientific perspective
7)	To recognize and understand all the dynamics within the field of advertising
8)	To analyze and develop solutions to problems encountered in the practical field of advertising