Media Management, Industry and Policy

Media Management, Industry and Policy Concentration

Management, Industry and Policy students will attain a general knowledge and familiarity with the structures of the media “ecosystem,” from television to movies, from games to conventional journalism, to broadband and mobile applications and beyond. This “ecosystem” is a complex environment in which people, law, policy, ethics, history, innovation, technology, and organizations function together to create and distribute media content for many different purposes. For this reason, many courses are taught from a “macro” point of view with the intent to help students understand the motivators and pressures which help and limit the success of creative industry of any size, anywhere.

Students must also attain specific knowledge and work methods to enable them to work professionally within the creative industry. While journalism companies and movie studios may share an environment, within their organizations they are very different. These differences are cultural, social, economic, geographical, and ideological.

While the attainment of general knowledge helps students appreciate how these businesses are similar, specific knowledge and work methods will help them understand the differences. In a practical sense, specific knowledge–such as how to create project cash-flow statements, or how to clear music rights–may help a student gain a first job with a small production company, that, in combination with a broad understanding, will help them develop a career, no matter what type of company they work for, and no matter how the media “ecosystem” changes over time.

Students will be able to:

  • understand media content as circulated information created, shaped, modified in response to a wide variety of motives and pressures;
  • demonstrate a broad understanding of the media “ecosystem,” a complex system of interrelated institutions, technologies and organizations shaped by a variety of policies, laws, and principles that have developed over time with its own history;
  • master specific knowledge and skills essential to success in the creative industries, such as creating cash-flow statements and clearing music rights; and
  • combine their general knowledge of the “ecosystem” with the specific knowledge and skills they acquire to map out a rewarding, ethical, and successful career in media.

Media Management, Industry, and Policy Requirements

1. Complete at least 15 credit hours, including at least 9 credit hours at the 300–400 level, divided as follows:

  • a. Three (3) courses from one of the areas of study below:

Creative Industry (CI) Courses

MSCH-A 347 Media Promotion and Marketing (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Theory and practice of designing, implementing, and evaluating promotional materials and marketing campaigns for television programs, radio formats, cable services, the Web, and new media. Credit given for only one of A347 or TEL-T 347.

MSCH-A 438 Advertising Issues and Research (LP/CI)

(3 cr.)

P: MSCH-A 320 or JOUR-J 320 and junior/senior standing, or permission of instructor. Seminar in current developments in advertising as an economic and social force. Examines contemporary issues in the profession. Students will conduct independent and original research projects. Credit given for only one of MSCH-A 438 or JOUR-J 438.

MSCH-A 441 Advanced Advertising Strategies (CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207, and MSCH-A 337 or TEL-T 340, all with a grade of C- or higher; or consent of instructor. Analysis and evaluation of planning, creative, and placement components of advertising campaigns utilizing the electronic media; development of original advertising campaigns. Credit given for only one of MSCH-A 441 or TEL-T 441.

MSCH-F 420 Topics in Media History (CI/LP/T)

(3 cr.) CASE S&H

Media historiography, topics in national media history, national and international movements and trends. Topic varies. May be repeated with a different topic for a maximum of 6 credit hours in MSCH-F 420 and CMCL-C 420.

MSCH-J 409 Media (Journalism) Management

(3 cr.)

P: Junior/senior standing or permission of instructor. Research seminar that examines techniques and processes used in managing media organizations. Through discussions, case analysis, and group projects, the course explores organizational missions and social responsibilities, market analysis techniques, personnel management issues, and budgeting. Credit given for only one of MSCH-J 409 or JOUR-J 409.

MSCH-J 410 The Media as Social Institutions (CI/LP)

(3 cr.) CASE A&H

P: One of MSCH-J 300, MSCH-H 300, JOUR-J 300, or JOUR-H 300 with a grade of C- or higher; senior standing. Examination of the functions and impact of the mass media in society with primary focus on the United States. Discussion of the values of media organizations and the professional and ethical values of journalists. Critical analysis of the relationship of the media and society and the effect of political, economic, and cultural factors on the operation of the media. Credit given for only one of MSCH-J 410 or JOUR-J 410.

MSCH-J 470 Broadcast Media Analysis (CI)

(3 cr.) CASE S&H

P: Junior/senior standing or permission of instructor. Seminar on problems of communicating news through aural and visual channels. Application of communications theory to broadcast news and public affairs presentations. Study of effects of format, verbal content, nonverbal content, and presenter on communication process. Credit given for only one of MSCH-J 470 or JOUR-J 470.

MSCH-X 474 Journalism Internship (CI/LP/T)

(1-3 cr.)

P: Completion of an application for internship credit (available on the school website) and school approval. Students secure an internship and enroll for one, two or three credit hours, based on at least 120 work hours per credit hour with a maximum of three credit hours applied toward the B.A.J. Student must write a critical analysis paper and be evaluated by a workplace supervisor. S/F grading. May be repeated for a maximum of 3 credit hours in MSCH-X 474, MSCH-I 492, and JOUR-J 492.

MSCH-M 322 Telecommunications Networks (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. The evolution of telecommunication network technology, policy economics, and industries from the 1870s to the present. Basic telecommunication transmission and switching, general operational concepts, and societal and cultural effect of telephony in the United States. Credit given for only one of MSCH-M 322 or TEL-T 322.

MSCH-M 326 Network Design (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor Basic concepts for developing an effective network system. The interaction between network technologies and human behavior. Credit given for only one of MSCH-M 326 or TEL-T 326.

MSCH-M 330 Production Management (CI/LP/T)

(3 cr.)

P: MSCH-C 223 or TEL-T 206, and MSCH-C 228 or TEL-T 283, with a grade of C- or higher; or consent of instructor. The management of commercial and noncommercial telecommunications projects, including television and news media. Organizational, economic/ business, and legal aspects of production management. Credit given for only one of MSCH-M 330 or TEL-T 330.

MSCH-M 329 Cable/Broadband Communications (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Technology, programming, economics, marketing, and regulation of cable television and other multichannel, broadband media delivery systems. Credit given for only one of MSCH-M 329 or TEL-T 329.

MSCH-M 343 Electronic Media Sales (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Techniques and skills used in selling advertising for television, radio, cable, and the Internet: researching prospective clients, knowledge and application of marketing models, developing an effective media mix to achieve market goals, preparing written and oral sales presentations. Credit given for only one of MSCH-M 343 or TEL-T 343.

MSCH-M 344 Programming Strategies (CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Broadcast, cable, and satellite program evaluation, selection, and scheduling. Decision-making strategies in commercial television and radio at the network and local levels, commercial cable networks and systems, noncommercial outlets, and program syndication. Credit given for only one of MSCH-M 344 or TEL-T 344.

MSCH-M 411 Media Industries and Cultural Production (CI)

(3 cr.) CASE S&H

Examines the social, economic, and cultural forces that influence the creation of programs and genres in the media industries. Topic varies, but may explore the role of networks, advertisers, studios, and independent producers. Credit given for only one of MSCH-M 411 or CMCL-C 411.

MSCH-M 421 Economics of Communications Industries (M/CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Analysis of market structure and behavior of firms and organizations in broadcasting, cable television, motion picture distribution, print media, common carrier, and other communications industries. Policy and strategy applications. Credit given for only one of MSCH-M 421 or TEL-T 421.

MSCH-M 422 Business Applications in Telecommunications (T/CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Topical seminar on social and business applications of telecommunications. Exploration of the potential for delivering public and business services via the telecommunications network. May be repeated with different topics for a maximum of 6 credit hours in MSCH-M 422 and TEL-T 422.

MSCH-M 446 Telecommunications Management (CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Study of the skill, processes, and attitudes required for effective management and leadership at all levels in telecommunications operations. Credit given for only one of MSCH-M 446 or TEL-T 446.

MSCH-S 312 Politics and the Media (LP/CI)

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Examines the relationship between media and modern politics. Topics will vary. Credit given for only one of MSCH-S 312 or TEL-T 312.

MSCH-S 348 Audience Analysis (CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C– or higher, or consent of instructor. The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry. Credit given for only one of MSCH-S 348 or TEL-T 348.

MSCH-T 427 International Telecommunications (LP/CI)

(3 cr.) CASE S&H

P: One of MSCH-C 207, MSCH-C 213, TEL-T 205 or TEL-T 207 with a grade of C– or higher; or consent of instructor. A comparative study of the development of broadband networks in different parts of the world. The interaction between national telecommunications policies and international arrangements, institutions, and structures. Credit given for only one of MSCH-T 427 or TEL-T 427.

Law and Policy Courses

MSCH-A 438 Advertising Issues and Research (LP/CI)

(3 cr.)

P: MSCH-A 320 or JOUR-J 320 and junior/senior standing, or permission of instructor. Seminar in current developments in advertising as an economic and social force. Examines contemporary issues in the profession. Students will conduct independent and original research projects. Credit given for only one of MSCH-A 438 or JOUR-J 438.

MSCH-F 311 Media History

(3 cr.) CASE S&H

P: One of MSCH-C 213, CMCL-C 190, TEL-T 190, or JOUR-J 110. Surveys the historical development of mediated communication suggesting linkages between the past and present. Examines a variety of time periods and media forms: telegraphy, telephony, radio, television, and computer communication. Credit given for only one of MSCH-F 311 or TEL-T 311.

MSCH-F 420 Topics in Media History (CI/LP/T)

(3 cr.) CASE S&H

Media historiography, topics in national media history, national and international movements and trends. Topic varies. May be repeated with a different topic for a maximum of 6 credit hours in MSCH-F 420 and CMCL-C 420.

MSCH-X 474 Journalism Internship (CI/LP/T)

P: Completion of an application for internship credit (available on the school website) and school approval. Students secure an internship and enroll for one, two or three credit hours, based on at least 120 work hours per credit hour with a maximum of three credit hours applied toward the B.A.J. Student must write a critical analysis paper and be evaluated by a workplace supervisor. S/F grading. May be repeated for a maximum of 3 credit hours in MSCH-X 474, MSCH-I 492, and JOUR-J 492.

MSCH-J 300 Communications Law (LP)

(3 cr.) CASE S&H

P: At least sophomore standing. History and philosophy of laws pertaining to free press and free speech. Censorship, libel, contempt, obscenity, right of privacy, copyright, government regulations, and business law affecting media operations. Stresses responsibilities and freedoms in a democratic communications systems. Credit given for only one of MSCH-J 300, MSCH-H 300, JOUR-J 300, or JOUR-H 300.

MSCH-J 407 Newsgathering and the Law (MIP)

(3 cr.) CASE S&H

P: One of MSCH-J 300, MSCH-H 300, JOUR-J 300 or JOUR-H 300–with a grade of C- or higher; junior/senior standing; or permission of instructor. Students study the law relating to the content of news media and the processes by which that content is created. Discussion includes the legal issues triggered by story framing, selection of sources, interviewing, photography and access to information. The course reading and research using primary legal materials. Credit given for only one of MSCH-J 407 or JOUR-J 407.

MSCH-J 410 The Media as Social Institutions (CI/LP)

(3 cr.) CASE A&H

P: One of MSCH-J 300, MSCH-H 300, JOUR-J 300, or JOUR-H 300 with a grade of C- or higher; senior standing. Examination of the functions and impact of the mass media in society with primary focus on the United States. Discussion of the values of media organizations and the professional and ethical values of journalists. Critical analysis of the relationship of the media and society and the effect of political, economic, and cultural factors on the operation of the media. Credit given for only one of MSCH-J 410 or JOUR-J 410.

MSCH-S 312 Politics and the Media (LP/CI)

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Examines the relationship between media and modern politics. Topics will vary. Credit given for only one of MSCH-S 312 or TEL-T 312.

MSCH-L 317 Media Ethics and Professional Responsibility (MIP/LP)

(3 cr.) CASE S&H

P: MSCH C 213 or TEL-T 205, or MSCH-C 207 or TEL-T 207, with a grade of C- or higher. An analysis of the media environment, including organizational structure, corporate responsibility, and the role of the individual in the media environment. Formulation of ethical principles to guide media policy and practice. Credit given for only one of MSCH-L 317 or TEL-T 316.

MSCH-L 322 Telecommunications Policymaking (LP)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Overview of basic U.S. law and government. Specific analysis of who makes U.S. telecommunications policy, how it is done, and its effects. Course includes a case study of recent policymaking that varies each semester. Credit given for only one of MSCH-L 322 or TEL-T 321.

MSCH-L 424 Telecommunications and the Constitution (MIP)

(3 cr.) CASE S&H

P: One of MSCH-C 207, MSCH-C 213, TEL-T 205, or TEL-T 207 with a grade of C- or higher; or consent of instructor. Surveys the constitutional foundations of telecommunications law and policy in the United States. Primary focus on the philosophies informing the freedom of speech and press traditions, the First Amendment and how it applies to electronic media, and government regulations purporting to promote First Amendment values. Credit given for only one of MSCH-L 424 or TEL-T 424.

MSCH-L 425 Telecommunications Regulation (MIP)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Regulation of broadcasting, cable, and common carriage. Examination of the telecommunications regulation system. Regulation of entry into telecommunications (licensing and franchising), renewal of licenses and franchises, and government control of business and economic relations among participants in the field. Credit given for only one of MSCH-L 425 or TEL-T 425.

MSCH-M 322 Telecommunications Networks (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. The evolution of telecommunication network technology, policy economics, and industries from the 1870s to the present. Basic telecommunication transmission and switching, general operational concepts, and societal and cultural effect of telephony in the United States. Credit given for only one of MSCH-M 322 or TEL-T 322.

MSCH-M 329 Cable/Broadband Communications (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Technology, programming, economics, marketing, and regulation of cable television and other multichannel, broadband media delivery systems. Credit given for only one of MSCH-M 329 or TEL-T 329.

MSCH-M 330 Production Management (CI/LP/T)

(3 cr.)

P: MSCH-C 223 or TEL-T 206, and MSCH-C 228 or TEL-T 283, with a grade of C- or higher; or consent of instructor. The management of commercial and noncommercial telecommunications projects, including television and news media. Organizational, economic/ business, and legal aspects of production management. Credit given for only one of MSCH-M 330 or TEL-T 330.

MSCH-M 413 Global Media Issues (MIP/LP)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Advanced study of media from a global perspective focusing on particulars, trends, or issues. Topics vary. Credit given for only one of MSCH-M 413 or TEL-T 413.

MSCH-M 421 Economics of Communications Industries (M/CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Analysis of market structure and behavior of firms and organizations in broadcasting, cable television, motion picture distribution, print media, common carrier, and other communications industries. Policy and strategy applications. Credit given for only one of MSCH-M 421 or TEL-T 421.

MSCH-T 427 International Communications (LP/CI)

(3 cr.) CASE S&H

P: One of MSCH-C 207, MSCH-C 213, TEL-T 205 or TEL-T 207 with a grade of C– or higher; or consent of instructor. A comparative study of the development of broadband networks in different parts of the world. The interaction between national telecommunications policies and international arrangements, institutions, and structures. Credit given for only one of MSCH-T 427 or TEL-T 427.

Technology Courses

MSCH-A 347 Media Promotion and Marketing (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Theory and practice of designing, implementing, and evaluating promotional materials and marketing campaigns for television programs, radio formats, cable services, the Web, and new media. Credit given for only one of A347 or TEL-T 347.

MSCH-F 420 Topics in Media History (CI/LP/T)

(3 cr.) CASE S&H

Media historiography, topics in national media history, national and international movements and trends. Topic varies. May be repeated with a different topic for a maximum of 6 credit hours in MSCH-F 420 and CMCL-C 420.

MSCH-M 322 Telecommunications Networks (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. The evolution of telecommunication network technology, policy economics, and industries from the 1870s to the present. Basic telecommunication transmission and switching, general operational concepts, and societal and cultural effect of telephony in the United States. Credit given for only one of MSCH-M 322 or TEL-T 322.

MSCH-X 474 Journalism Internship (CI/LP/T)

P: Completion of an application for internship credit (available on the school website) and school approval. Students secure an internship and enroll for one, two or three credit hours, based on at least 120 work hours per credit hour with a maximum of three credit hours applied toward the B.A.J. Student must write a critical analysis paper and be evaluated by a workplace supervisor. S/F grading. May be repeated for a maximum of 3 credit hours in MSCH-X 474, MSCH-I 492, and JOUR-J 492.

MSCH-M 326 Network Design (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Basic concepts for developing an effective network system. The interaction between network technologies and human behavior. Credit given for only one of MSCH-M 326 or TEL-T 326.

MSCH-M 329 Cable/Broadband Communications (CI/LP/T)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Technology, programming, economics, marketing, and regulation of cable television and other multichannel, broadband media delivery systems. Credit given for only one of MSCH-M 329 or TEL-T 329.

MSCH-M 330 Production Management (CI/LP/T)

(3 cr.)

P: MSCH-C 223 or TEL-T 206, and MSCH-C 228 or TEL-T 283, with a grade of C- or higher; or consent of instructor. The management of commercial and noncommercial telecommunications projects, including television and news media. Organizational, economic/ business, and legal aspects of production management. Credit given for only one of MSCH-M 330 or TEL-T 330.

MSCH-M 343 Electronic Media Sales (T/CI)

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Techniques and skills used in selling advertising for television, radio, cable, and the Internet: researching prospective clients, knowledge and application of marketing models, developing an effective media mix to achieve market goals, preparing written and oral sales presentations. Credit given for only one of MSCH-M 343 or TEL-T 343.

MSCH-M 421 Economics of Communications Industries (M/CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Analysis of market structure and behavior of firms and organizations in broadcasting, cable television, motion picture distribution, print media, common carrier, and other communications industries. Policy and strategy applications. Credit given for only one of MSCH-M 421 or TEL-T 421.

MSCH-M 422 Business Applications in Telecommunications (T/CI)

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Topical seminar on social and business applications of telecommunications. Exploration of the potential for delivering public and business services via the telecommunications network. May be repeated with different topics for a maximum of 6 credit hours in MSCH-M 422 and TEL-T 422.

  • b. One (1) course from each of the areas of study not chosen in No. 1a above (2 courses). (Within the 24 credit hours for the concentration and specialization, students must complete at least one course in each of the three areas of study listed above.)

2. Specialization restrictions:

See The Media School Bulletin for complete details.

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