MM-2-003 (0) - Media Economics

• Media management 2011 - Mastering the media landscape
• Media management 2012 - Mastering the media landscape
• Media management 2015 - Media management
• Media management 2016 - Media management
• Media management 2017 - Media management
• Media management 2018 - Media management
• Media management 2019 - Media management

3 (2020-01-01 to 2020-03-22)

English

Compulsory

Second

1

5 cr

This course focuses on market and competition
analysis, and on strategic positioning to sustain
competitive advantages.
The course deals with both theoretical and
practical economic issues specific to media of
all
types, such as news industries, film production,
entertainment, print, broadcast, mobile
communication and Internet.

At the end of the course the students will have
an understanding of the central aspects of how
markets and strategic interactions of firms
affect
outcomes in an industry, they are able to carry
out a market and competition analysis, to
conduct/produce a well-structured and
theoretically sound market/industry study.

The following topics will be covered during the
course, and the outline follows that of the
textbook (see below):
- Horizontal and Vertical Boundaries of the firm
- Market and competitive analysis: competitors,
competition, pricing, entry and exit
- Strategic commitments to create competitive
advantage
- Entry and Exit
- Industry analysis
- Sustaining Competitive Advantages
- Market dynamics: R&D and network externalities

A bachelor degree and at least three years work
experience gained after completing the higher
education degree

Deadline for suggested topic/plan for industry
report, 16 March, 2020. Workshops on 17 and 19 March,
mandatory.

Deadline to hand in industry reports, 1 April 2020.
Seminars on 4 and 5 April, mandatory

Deadline to hand in final industry reports, 13 April
2020.

Shapiro, C. & Varian, H.R. (1999): Information
Rules: A strategic Guide to the Network Economy,
and self learning videos based on
Besanko, D., Dranove, D. & Shanley, M. (2010):
Economics of Strategy

• Lectures - 12 hours
• Individual- and group instruction - 6 hours
• Project- and production work/artistic activities - 60 hours
• Individual studies - 30 hours
• Internet-based studies - 15 hours
• Seminars - 12 hours

• Total workload of the course: 135 hours
• Of which autonomous studies: 135 hours
• Of which scheduled studies: 0 hours

Multiform education

Essays, reports, productions and portfolio

A market analysis report (max 12 pages) need to be handed in to
the examiner by 13 April 2020. The report will be
assessed and the grade for the course is based on the quality
of this final report (80%) and the quality of the individual
presentation of the report in the
workshop sessions/seminars in March and early April, 2020.
(20%).

• Ahonen Mirko
• Krusberg Jan-Erik

Krusberg Jan-Erik

https://arcada.itslearning.com/ External link

No limit (17 students enrolled)

12 months after course has ended

1. Contact teaching: Lectures on 25 and 27 Feb., and on 3 March between
between 16 and 20.

2. Contact teaching: Workshops on 17 and 19 March between 16 and 20 to
discuss topics and planned contents of the individual market/industry
reports (term papers). Each participant presents her/his topic to the
group (5-7 minutes), including a definition of the suggested
market/industry and a short outline of the planned report (1-2 pages).
Deadline to hand in a suggested topic/plan (1-2 pages)
to the instructor is 16 March at 12.

3. Contact teaching: Seminars on Sat 4 and Sun 5 April between 9 and 15
during which each participant presents and discusses her/his industry
report/term paper (presentation approx. 15 minutes, discussions approx
15 minutes per topic). Deadline to hand in the industry reports is on 1
April 2020 at 23.59.

4. Deadline to hand in a revised final industry report is 13 April 2020

2019-12-01 to 2020-02-02

2020-04-13 - Reports and productions