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Language of Instruction
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Turkish
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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Economics
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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The aim of this course is to analyse the economic structure, revenue models and markets of the media sector. Students will understand the economic dynamics in the media sector as well as the effects of digitalisation and media management strategies.
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Course Content
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The content of the course is as follows; Introduction to media economics and basic concepts, Structure and characteristics of media markets, Media revenue models (advertising, subscription, licensing, etc.), Cost structures and economies of scale, Effects of digitalisation on the media sector, Competition and concentration of media ownership, Regulations and media policies.
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Course Methods and Techniques
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Each lecture begins with the lecturer introducing the lecture topic of that day. The course is taught in an interactive way. Methods such as lecture, question-answer, case study, discussion of research findings are applied together.
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Prerequisites and co-requisities
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None
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Course Coordinator
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None
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Name of Lecturers
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None
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Assistants
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Research Assist. Muhammed Talha Şen mtalha.sen@hku.edu.tr
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Doyle, G. (2013). Understanding Media Economics. Sage Publications.
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Course Notes
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70% attendance is compulsory.
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