Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

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

Learning outcomes

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

Course contents

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

Prerequisites and co-requisites

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

Additional information

Deadline for suggested topic/plan for industry
report, 22 March, 2021. Workshops on 23 and 25
March, mandatory.

Deadline to hand in industry reports, 5 April
Seminars on 10 and 11 April, mandatory

Deadline to hand in final industry reports, 19
April 2021.

Recommended or required reading

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

Study activities

  • 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

Mode of Delivery

Multiform education

Assessment methods

Essays, reports, productions and portfolio

Assessment requirements

A market analysis report (max 12 pages) need
to be handed in to
the examiner by 5 April 2021. The report will
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 2021(20%).


  • Ahonen Mirko
  • Krusberg Jan-Erik


Krusberg Jan-Erik

Group size

No limit

Assignments valid until

12 months after course has ended

The timetable of the course

1. Online teaching due to Covid19 pandemic.
Lectures on 2,4, 9 and 11 March 2021, between 17
and 21. Zoom-link in Arbs.

2. Open online group coaching session based on
suggested topics (markets) by participants, on 16
and 18 March, between 17 and 20. Zoom-link in

3. Online workshops, in 4 subgroups, 23 and 25
March between 17 and 21 to discuss the individual
research plans, that is the planned content of the
individual market/industry reports. Each
participant presents her/his topic to the group (5
minutes), including a definition of the suggested
market/industry and a short outline of the planned
report (1-2 pages). Deadline to hand in the
suggested topic/plan (1-2 pages) to the instructor
is 22 March at 12. Zoom-link I Arbs.

4. Seminars on Sat 10 and Sun 11 April between 10
and 15 during which each participant presents and
discusses her/his industry/market report.
Presentation approx. 15 minutes and discussions
approx. 15 minutes per topic. Deadline to hand in
the industry reports, 5 April 2020 at 23.59. Zoom-
link in Arbs.

5. Deadline to hand in a revised final industry
report is 19 April 2020.

Assessment methods

2021-04-19 - Reports and productions

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