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

Prerequisites
MDA10001 Introduction to Media Studies

Rule

50 credit points
OR
MDA10018 Content Creator Lab OR JOU10007 Media Content Creation
AND
MDA10001 Introduction to Media Studies

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025

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

Sarawak

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
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
TOTAL300

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.