Communication and Media Studies 444

COMS 444: Media Management

Prerequisites: COMS 130 and COMS 230, or permission of instructor

Credit Hours: (3)

Examination of duties, responsibilities and skills necessary for efficient management of media. Emphasis placed on economic contingencies, media law, advertising, ratings, physical systems procurement and personnel decision-making.


Detailed Description of Content of Course

This course will focus on the fast-paced, ever-changing world of radio, television, and cable management. Students will be given detailed job descriptions of management personnel as well as examine case studies regarding the past development of broadcast and cablecast operations. Laws regarding the management of media operations as enforced by the FCC will be discussed along with the details of the day-to-day operations of both broadcast and cablecast facilities.


Detailed Description of the Conduct of Course

A seminar approach to learning will be used in order to encourage critical thinking by the students. Students will be encouraged to take an active role in their own learning by investigating, questioning, and reporting on current issues regarding the broadcast and cablecast industry.


Goals and Objectives of the Course

After completing this course, students should be able to do the following:

1. Discuss the roles of each broadcast and cablecast management personnel member as defined in class.
2. Identify characteristics of the broadcast and cablecast audiences regarding station-audience research.
3. Recognize trends in media programming.
4. Have a better understanding of the business side of the media industry through examination of media sales and advertising.
5. Discuss the background of federal regulation and recognize the role of the Federal Communication Commission.


Assessment Measures

1. Midterm and final examinations will test student understanding of the principles of radio, television, and cable programming.
2. Pop quizzes will test student understanding of law and regulation changes reflecting telecommunication management.
3. Group projects will demonstrate students' abilities to apply telecommunication management strategies to specific organizational goals.


Other Course Information

Guest lectures by local broadcast and cablecast personnel will greatly enhance student learning.


Review and Approval

Joe Flickinger, Chair

May, 2011