Overview

This unit explores the social, ethical and practical dimensions of media as an economic activity. The unit uses a series of case studies to investigate the diversity of business models that underpin traditional and emerging forms of media, and examines how the media functions with respect to other social, political and economic institutions. Students will be introduced to a range of skills and concepts that are crucial to understanding and operating within contemporary media businesses.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025
Teaching Period 2
Location
Online
Start and end dates
07-July-2025
05-October-2025
Last self-enrolment date
20-July-2025
Census date
01-August-2025
Last withdraw without fail date
22-August-2025
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply skillsets required for working in media and communications professions to the analysis of key business models within the industry
  • Analyse a contemporary media sector and evaluate the impact of current trends in media consumption
  • Develop a proposal for a new media product and/or service, based on established media business principles
  • Evaluate the current market conditions affecting media organisations

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class		2.00 12 weeks 24
Online
Learning activities		1.00 12 weeks 12
Specified Activities
Various		4.50 12 weeks 54
Unspecified Activities
Various		5.00 12 weeks 60
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
AssessmentIndividual 30% 1,4 
EssayIndividual 30% 1,2,3,4 
Research ProposalGroup 40% 1,2,3,4 

Content

  • Media economics
  • Business models for media
  • Understanding the audience
  • Ownership and the politics of media control
  • Challenges and opportunities in Social Media
  • Disruptive Innovation
  • Trends in media personalization

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.